International Strategic Marketing

Paper Summary:

This paper represents a review of the potential expansion of the AfA managed care and disease management programme offered to the Medscheme client base to potential clients in African countries using Tanzania as a pilot country. The paper does not substitute for further detailed research and financial modelling but rather seeks to substantiate and motivate the strategic marketing contention that other African countries may represent new markets for the programme. An integrated marketing model approach is followed which applies theory to the AfA challenge in the context of new research and academic thinking.

Outline
Executive Summary
Introduction
The Importance of Global Marketing to the Brand
Marketing Environment
Characteristics of Buyers
Use of Research in the Investigation of New Markets
Market Segmentation, Targeting and Positioning
Market Access Considerations
Market Entry Modes
Analysis of the Competitive Market
Strategic Partners
Marketing Mix
Controlling the Effort
Conclusion
Annexure One: References

From the Paper:

"The marketing mix is a key element of an integrated marketing plan. The concept has evolved from McCarthy's 4P's (product, price, place and promotion) into different models dependant on their marketing context. Recent developments have been the addition of personnel, physical assets and procedures to the marketing mix forming the 7P's in Booms and Bitners model. This has especially reached acceptance in the discipline of services marketing. (Rafiq and Ahmed, 1995 and Goldsmith, R. E. 1999) Goldsmith, 1999, p1 proposes an eighth P, personalisation in terms of individual needs and wants of the consumer."

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