International product policy

EENI- School of International Business

Subject Subject (Course): International product policy. Strategies. Syllabus:

This subject consists of two themes:

1- International Product Strategies.

  1. Introduction to international product strategies
  2. Standardisation, adaptation, and diversification of products
  3. Globally standardised products.
  4. Locally adapted products.
  5. Brand and product policy
  6. Business portfolio.
  7. BCG Growth-Share Matrix.
  8. McKinsey matrix.
  9. Experience curve.
  10. E-Product. Digital value. Pervasive computing.
  11. Case Study:
    - Silicon Graphics.
    - Comfort (Unilever).
    - AESSEAL.
    - Johnson and Johnson.
    - General Motors Corporation.
    - Tantrix.
    - Linux.
    - Nintendo.

2- Quality and International Marketing

  1. Quality and international marketing.
  2. Standards and certifications.
  3. Case Study: CE Mark.

Objectives: this subject (International product policy) sets out to analyse the key areas of international product policy.

  1. To know how to design product strategies for international markets.
  2. To learn the importance of adapting an export product or service to local or regional requirements when entering new export markets.
  3. To know how to add value to a traditional product with value digital services.

This will be achieved by:

  1. Examining the product/service adaptation options available to the exporter.
  2. Analysing the product/service characteristics that typically need to be modified for different international markets.


Subject “International product policy” is studied...
  1. Master in Foreign Trade and International Marketing (Online)
  2. Professional Master's Program in International Business (MIB)
  3. Diploma in international marketing
  4. Course Global Marketing

Languages of study: English or French Produit Spanish Producto Portuguese Produto

Credits of the subject “International product policy”: 2 ECTS/1 AC.

Area of Knowledge: International Marketing

Sample of the subject - Product policy:

Portfolio analysis

Mexico FEMSA

Description Subject (Course) description (International product policy):

Perhaps, the most important question for the exporter is

Is it a global (regional) product or service or shall I should localise it to every market or region?

The exporter should ask himself if the product or service is exportable. A product (or service) which is successful in the local market will not always be as successful in international markets. Although the exporter works in the Globalisation age, each market is different (culture, perceptions, or forms of doing business) Therefore, only through international market research, the exporter can find out if the product or service has potential or not in each target market.

Furthermore, the exporter should look at what types of modifications, and/or adaptations should carry out on the product or service in his international marketing strategy.

Two common mistakes export managers make to their product (or service) and exporting.

  1. The first and main one are to believe that what is right for the home market will also be good for international markets.
  2. The other is that they do not keep in mind the different channels available for the distribution of their product (importers, subsidiaries)

When an exporting firm makes his the Market Research, one of the most important tasks it will face will be the analysis of the goods or services of the competition in each target market. Especially when entering new markets, familiarity with the products or services of competitors is vital. Many exporters ignore this key point. Two questions are fundamental:

  1. How competitive is our product or service?
  2. What advantages, unique to our product or service, are granted on the customer/importer?


Export Product Policy

International product

Global Product

International Product Add Value

E-Product. In many cases; we will add value to our products (atoms) with digital services (bits). We will also see industries in transition, which are no longer selling atoms to sell bits. In almost every case companies are re-inventing in some way, their products (their atoms) to add digital value to them through bits.

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