Mature Markets

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Mature Markets

• Western Europe
• Japan
• North America
• Australia New Zealand

Sarah Silvas Kimi Bahret Michael Johnson
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Western Europe and the E.U
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Economic Factors

• GDP (purchasing) 12.82 trillion (2006 est.)
• GDP (official exchange rate) 13.74 trillion
  (2006 est.)
• GDP (real growth rate) 2.8 (2006 est.)
• GDP (per capita) 29,400 (2006 est.)
• Labor Force- 222.7 million (2005 est.)
• Labor Force by occupation
• - Agriculture-4.3
• - Industry-27.2
• - Services- 67.1
• Note The remainder is in miscellaneous public
  and private sector industries and services.

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Economic Factors

• Industries
• Ferrous and non-ferrous metal production and
  processing
• Metal Products
• Petroleum
• Coal
• Cement
• Chemicals
• Pharmaceuticals , construction Equipment
• Industrial Equipment
• Shipbuilding
• Electrical Power Equipment
• Electronics and telecommunications Equipment
• Paper
• Textiles
• Tourism

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Economic Factors

• Exports- 1.33 trillion
• Machinery
• Motor Vehicle
• Aircraft
• Plastics
• Pharmaceuticals and other Chemicals
• Fuels
• Iron and Steel
• Non ferrous metals,
• Wood Pulp and Paper products
• Textiles
• Meat
• Alcoholic Beverages

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Economic Factors

• Imports -1.466 trillion
• Machinery
• Vehicles
• Aircraft
• Plastics
• Crude Oil
• Chemicals
• Textiles
• Metals
• Foodstuff
• Clothing

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Political Factors

• A hybrid intergovernmental and supranational
  organization
• 27 member states
• Political Parties and Leaders

• Confederal Group of the European United
  Left-Nordic Green Left or EUL/NGL Francis
  WURTZ
• Group of the Alliance of Liberals and Democrats
  for Europe or ALDE Graham WATSON
• Identity, Tradition, Sovereignty Group or ITS
  Bruno GOLLNISCH Independence/Democracy Group
  or IND/DEM Jens-Peter BONDE and Nigel FARAGE
• Socialist Group in the European Parliament or PES
  Martin SCHULZ
• Union for Europe of the Nations Group or UEN
  Brian CROWLEY and Cristiana MUSCARDINI

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Political Factors

• International Organization Participation
• European Union ARF (dialogue member), ASEAN
  (dialogue member),
• IDA,
• OAS (observer),
• UN (observer)
• European Community Australian Group,
• CBSS,
• CERN,
• FAO,
• EBRD,
• G-10,
• NAM (observer),
• NSG (observer),
• OECD,
• UNRWA,
• WTO,
• ZC (observer)
• European Central Bank BIS

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Market Factors

• Single European market within the EU
• Tariff barriers and custom duties were scrapped
  and good and labor were to move freely between
  countries.
• Product Standards were harmonized
• Border controls were abolished and a common
  European passport was created
• Commercial Vehicles needed a single loading
  document for shipments across Europe. In the past
  each country had it own documents and standards.

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Market Factors

• National price controls where eliminated ,
  helping to create a large and unified market with
  competitive prices.
• A single currency , the Euro was introduced in
  1999 making payments easier and equalizing
  prices( even though not all countries joined the
  currency system).
• EU is a single market with upward of 450 million
  consumers the biggest mature market in the world.
• ( though not all members countries are
  really in a mature stage yet.)

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Market Segmentation

• European Wide segments were identifies and
  targeted.
• Pan- European product designs and marketing
  communications were created to achieve the same
  synergistic positioning in all countries.
• Before the integration the European market it had
  been up to the marketing manager of each country
  subsidiary to develop a segmentation scheme for
  the customers in that country.
• One researcher identified six basic segments The
  clusters of countries form large markets by
  themselves making it possible to gain many scale
  advantages without necessarily operating across
  the whole EU region.

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Product Positioning

• Three Strategic Options
• 1.Market Retreat-
• Sell out to pan-European player example, Nabisco)
• Seek a different less competitive market example
  Nokia Dtra)

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Product Positioning

• 2. Pan-European Competition-
• Identify true pan-European market segments
  (example Perrier)
• Organic penetration from existing national
  markets (example Pilkington)
• Aggressive policy of acquisitions to complete
  European portfolio9example BSN)
• Cooperation with other national player to form
  pan-European organization9example Carnaud-Metal
  box) or alliances (example European Retailers
  Association)

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Product Positioning

• 3. Niche Position
• Consolidate national position through
  realignment, merger or acquisition
• (example Mannesmann-VDO)
• Identify new Euro-regions
• Identify segments across limited number of
  countries (example Campbell Biscuits)
• Seek economies at component level while retaining
  niche brands9example Electrolux)
• Become an OEM supplier to pan-European companies.

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Market Tactics

• Product Policies-
• Euro Brand is common and are becoming Global.
• Brand Names may vary in language differences the
  product itself may bi identical across countries.
• Packaged goods in Europe feature packaging in at
  least four languages ( English ,French, German,
  Spanish.)
• European Brands design products with a more
  European Feel like slimmer and thinner designs,
  colors and features that are not available for
  there other products.

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Market Tactics

• Pricing-
• European pricing can be complicated issue as the
  single Euro currency is introduced and companies
  have to set a common Euro price throughout the
  region.
• Price differentials on the same product and brand
  in different countries are being minimized to
  avoid inducing customers to buy in neighboring
  countries .
• Long standing practices are not easily changed
  especially since in many protected local markets
  the high prices have made some products cash cows
  for the distributor.

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Market Tactics

• Distribution-
• Sales networks , retail, and wholesale
  distribution is gradually being transformed from
  locally based smaller units to large integrated
  organizations resembling those common in North
  America.
• The new large units have help to facilitate the
  introduction of pan-European strategies among
  manufactures.
• Saving that have been created through large
  centralized negotiations between the manufacturer
  and a large distribution chain are well known in
  the American marketplace but are relatively new
  to Europe

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Market Tactics

• Promotion-
• A Striking Development is the increasing use of
  pan-European TV advertising , and taking
  advantage of the satellite beamed across
  previously closed borders.
• As public ownership of TV broadcasting lessens
  and commercial airtime is made available , even
  in previously protected countries .They are
  exposed to the dame mass media messages as the
  rest of the EU.
• Languages differences are overcome by limiting
  copy to voice over's , making it possible to
  quickly adapt a given commercial to broadcasting
  in a different language.

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Competition

• New rules meant that national subsidiaries had to
  be given stronger central direction to gain
  projected savings from eliminating unnecessarily
  costly national differences in product design,
  brand names and promotions.
• Smaller European companies and even large firms
  the threat from these foreign entrants has been
  met by the creation of larger and stronger
  companies.
• At the corporate level there seems to be one
  strategic response pssisble get bigger and go
  pan-European

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Foreign Trade Agreements

• The EU has taken over the role as the primary
  trade negotiation entity for tits members
  countries.
• The EU undertakes trade negotiations and dispute
  resolution with other regional groupings, often
  under the World Trade Organization (WTO)
  umbrella.
• The EU also takes the lead in conflict resolution
  with other trade regions .
• The EU will continue to be an important player in
  the worlds trade negotiations.

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Japan
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Economic

• Overall real economic growth was good
• 1960s averaging 10
• 1970s averaging 5
• 1980s averaging 4
• 1990s averaging 1.7 (slowdown)
• Growth slowed in 1990s due to- effects of
  overinvestment and an asset price bubble during
  late 80s that required an extended period of time
  for firms to reduce excess debt, capital, and
  labor.
• GDP (purchasing power parity)- 4.22 trillion
  (2006 est.)

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Economic cont.

• GDP (official exchange rate)- 4.911 trillion
  (2006 est.)
• GDP per capita- 33,100 (2006 est.)
• Industries- motor vehicles, electronic equipment,
  machine tools, steel and nonferrous metals,
  ships, chemicals, textiles, processed foods
• Labor force by occupation
• Agriculture 4.6
• Industry 27.8
• Services 67.7 (2004)
• Unemployment rate 4.1 (2006 est.)

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Political

• Government type constitutional monarchy with a
  parliamentary government
• Executive, Legislative, Judicial branches
• Chief of State Emperor Akihito
• Head of Government Prime Minister Shinzo Abe
• 2006 Corruption Perceptions Index score of 7.6 -
  Country rank 17th (transparency.org)

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Market Factors

• Age Structure
• 0-14 years 13.8 (male 9,024,344/ female
  8,553,700)
• 15-64 years 65.2 (male 41,841,760/ female
  41,253,968)
• 65 years and over 21 (male 11,312,492/ female
  15,477,230)
• Population growth rate -0.088
• Birth rate 8.1 births/ 1,000 population
• Ethnic groups Japanese 98.5, Koreans 0.5,
  Chinese 0.4, other 0.7
• Literacy rate (age 15 and over can read and
  write)
• Total population 99

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Market Factors cont.

• Geographic location- Eastern Asia, island chain
  between the North pacific Ocean and the Sea of
  Japan, east of the Korean Peninsula
• Area comparative slightly smaller than
  California
• Climate varies from tropical in south to cool
  temperature in north

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Market Segmentation

• Japanese consumers the most spoiled buyers in the
  world
• Japanese becoming more similar to Westerners in
  leisure and shopping behavior
• For each product segment
• 1. Upscale segments
• 2. Middle-of-the-roaders who buy tried and true
• 3. Those buying on price- looking for cheaper
  imports and private labels
• Japanese open to discounted prices in addition to
  quality, service, and up-to-date technology

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Product Positioning

• Japanese are now learning to make trade-offs
  between the brand and the latest features and the
  price
• value conscious- Japanese dont necessarily
  demand the very latest (although exceptions in
  some product categories)
• However, there is not compromise with quality
  when consumers trade off features and prices

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Marketing Tactics

• Product Policies- Western quality levels are a
  concern to Japanese consumers
• Signs of poor product in packaging- variations in
  label position, blemishes in the wrapping,
  unappealing color combinations
• Japanese attention to detail in all forms of
  shopping
• Pricing- Price sensitivity has increased
• Lower-priced imports in discount outlets, strong
  interbrand price competition
• Lower prices do not always mean lower quality

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Marketing Tactics cont.

• Distribution- Japanese system features several
  layers of small, specialized units, each handling
  small quantities of products
• In 1988 wholesale-to-retail ratio in Japan 4 to
  1 in US 2 to 1
• Difficult for newcomers to break into a
  distribution channel because of the Japanese
  preference of establishing relationships with
  middlemen and dealing with same people
• Japanese retailers have an understanding with
  domestic manufacturers not to stock competing
  products
• American cigarettes
• European beer
• Western PCs
• Creating a new distribution channel is expensive

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Marketing Tactics cont.

• Promotion- Japanese advertising unfocused and
  nonsensical
• Advertising is an art form not sales tool- little
  need for advertising to provide information
• Consumers spend more time contemplating purchases
  than people in the West
• Mundane packaged goods- shift to unique selling
  proposition
• Due to economic difficulties the buyer needs
  reasons for purchasing and focus on low prices
• Need to offer smaller packages, fewer units, and
  faster restocking of supplies due to lack of
  storage

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Foreign Trade Agreement

• Reluctance to engage in trade agreements due to
  countrys relative isolation (geographically and
  culturally)
• Tariff trade protection is dismantled
• Combination of high incomes, high productivity
  workers, state-of-the-art technology, successful
  exporting
• Eased control over foreign capital investments
• Eager to attract foreign products
• Diminished need for protection

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Competition

• Intrabrand price competition suppressed- meaning
  a particular brand and model will cost the same
  in all stores in Japan
• THEN Interbrand competition is strong- companies
  compete in terms of product innovation, quality,
  and service
• Formation of quality circles and total quality
  management (TQM)
• Consumers choices were based on design, brand
  image, and other intangibles
• NOW after economic slowdown in 1990s, discount
  stores and category killers entered in suburban
  locations
• Deregulation, elimination of certain trade
  barriers allow foreign firms to enter
• New emphasis on price and value by consumers

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North America
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Political System

• America
• Judicial branch Supreme Court (nine
  justices nominated by the president and
  confirmed with the advice and consent of the
  Senate appointed to serve for life) United
  States Courts of Appeal United States District
  Courts State and County Courts
• Political parties and leaders Democratic
  Party Howard DEAN Green Party Libertarian
  Party William (Bill) REDPATH Republican Party
  Robert M. (Mike) DUNCAN

• Canada
• Constitution made up of unwritten and
  written acts, customs, judicial decisions, and
  traditions the written part of the constitution
  consists of the Constitution Act of 29 March
  1867, which created a federation of four
  provinces, and the Constitution Act of 17 April
  1982, which transferred formal control over the
  constitution from Britain to Canada, and added a
  Canadian Charter of Rights and Freedoms as well
  as procedures for constitutional amendments
• Legal system based on English common law,
  except in Quebec, where civil law system based on
  French law prevails accepts compulsory ICJ
  jurisdiction, with reservations

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Canada

• GDP (purchasing power parity)
• 1.165 trillion (2006 est.)
• GDP (official exchange rate)
• 1.089 trillion (2006 est.)
• GDP - real growth rate
• 2.8 (2006 est.)
• GDP - per capita
• (PPP)
• 35,200 (2006 est.)
• GDP - composition by sector
• agriculture 2.3 industry 29.2 services
  68.5 (2006 est.)

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America

• GDP (purchasing power parity) 12.98
  trillion (2006 est.)
• GDP (official exchange rate) 13.22 trillion
  (2006 est.)
• GDP - real growth rate 3.4 (2006 est.)
• GDP - per capita (PPP) 43,500 (2006 est.)

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Market Segmentation/ Factors

• Population
• 287/32 Million, USA/Canada
• High income per capita
• Heterogeneous
• Many diverse products
• Open market
• One of the most competitive

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Market Segmentation/ Factors cont

• Ethnic Diversity
• Religion
• Decentralized
• Regulations

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Market Segmentation/ Factors cont

• Ethnic Diversity
• Melting pot that has differences
• 1,063,732 immigrants in 2002
• Americans helpful and
• Assimilation
• Learn vs. Teach roles

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Market Segmentation/ Factors cont

• Religion
• Separated by law
• Federal, State, Township, or Country
• Can not restrict on individual freedom or
  freedoms of enterprise using religion as
  rationale
• Blue Laws
• Difference in views of religion

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Market Segmentation/ Factors cont

• Decentralization
• Non-big firms
• Can be found all over
• Many in small towns
• Non-centralization
• People dont take their cues from focal points
• Blissfully ignorant about New Yorkers and Las
  Angelinos
• May be good test market, compared to Tokyo

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Market Segmentation/ Factors cont

• Regulations
• Regulatory differences
• Differences between central and regional
  governments
• Problems
• Product adaptation, after sales services,
  packaging, and warehousing
• Stiff regulations protecting consumers
• Advertising and puffery

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Foreign Trade Agreements

• NAFTA
• America, Canada, and Mexico
• Canada and the U.S. already had some strong ties
• Seagrams, Cars, etc.

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Competition

• One of the most competitive markets in the world
• Has many multi-national companies
• Relatively low barriers to entry
• Marketing complexity to diverse market
• Simple messages can be misinterpreted or
  misunderstood
• Plenty of marketing needed for successful
  entrance into N.A. markets

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Product PositioningAmerica

• Diversity
• Keeps American culture low context, and young
• If nothing is said nothing is meant
• Subtle sales pitches
• No where fast
• Hard sell becomes the norm

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Product PositioningCanada

• Differences in norms is treated more sensitive
• Still base purchases on trade-offs
• Attributes and benefits
• Like forefathers did
• Decisions on moving countries

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Marketing TacticsProduct Policies

• Market size, affluence, and diversity
• Make north American market difficult
• Array of choices on products or services
• These also explain the reason for mass fast food
  restaurants

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Marketing TacticsPricing

• The attractiveness of N.A. has mad it competitive
  for both foreign and domestic producers
• Consumers benefit by price-to-quality ratios
• Fair trade is usually illegal
• Under the Robinson-Patman Act
• To deny products because of cheap price is and
  offense
• Competition between brands and intrabrand is
  encouraged
• Usually a cheaper product in another country
  means that it is counterfeit

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Marketing TacticsDistribution

• Size of N.A.
• Wide spread if its people
• Bring the large-scale stores and nation wide
  chains
• Difficult channels
• Because of the spread, problems through channels
• Compared to other markets
• Foreign entrants use to fragmented system can do
  well
• Given that they can make a deal with a
  distributor
• Expensive, difficult

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Marketing TacticsPromotion

• N.A. communications media
• Not much different from others
• Some differences
• Use of advertising and commercials is greater
• The U.S. show the highest per capita advertising
  expenditures that anyone else
• Japan is a distant second
• Foreign firms on average spend 5 to 10 times more
  on advertising per dollar sales in the U.S.
• Uses for T.V. advertising
• Usually already divided to subgroup accordingly

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S.W.O.T

• Strengths
• Big Market, High Income, Open Market, and Low
  Barriers
• Weaknesses
• Non-Centralized (trouble with test sample),
  Regulatory Differences, Market Complexity,
  Difficult Channels

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S.W.O.T

• Opportunities
• Diverse Products, Free Trade with Mature Markets,
  Purchases made on Trade-Offs, Great Media
  Channels Available
• Threats
• Highly Competitive, Slower Growth Rate, Expensive
  Advertising Cost.

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Australia and New Zealand
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Australia
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Economic Factors

• GDP (purchasing) 666.3 trillion (2006 est.)
• GDP (official exchange rate) 645.3 billion
  (2006 est.)
• GDP (real growth rate) 2.8 (2006 est.)
• GDP (per capita) 32,900 (2006 est.)
• Labor Force- 10.66 million (2006 est.)
• Labor Force by occupation
• - Agriculture- 3.6
• - Industry-21.2
• - Services- 75.2

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Economic Factors

• Industries
• Mining
• Industrial and transportation equipment
• Food processing
• Chemicals
• Steel

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Economic Factors

• Exports- 1.17 billion
• Coal
• Gold
• Meat
• Wool
• Alumina
• Iron ore
• Wheat
• Machinery
• Transport equipment

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Economic Factors

• Imports -1.466 trillion
• Machinery and transport equipment
• Computers
• Office machines
• Telecommunication equipment and parts
• Crude oil
• Petroleum

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Political Factors

• Political parties and leaders
• Australian Democrats Lyn ALLISON
• Australian Greens Bob BROWN
• Australian Labor Party Kevin RUDD
• Country Liberal Party Jodeen CARNEY
• Family First Party Steve FIELDING
• Liberal Party John Winston HOWARD T
• The Nationals Mark VAILE

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Political Factors

• International Organization Participation
• ANZUS, APEC, ARF, AsDB, ASEAN (dialogue partner),
  Australia Group,
• BIS, C, CP, EAS, EBRD, FAO, IAEA, IBRD, ICAO,
  ICC, ICCt, ICRM, IDA, IEA, IFAD, IFC, IFRCS, IHO,
  ILO, IMF, IMO, Interpol, IOC, IOM, IPU, ISO,
• ITU, ITUC, MIGA, NAM (guest), NEA, NSG, OECD,
  OPCW, Paris Club, PCA, PIF, Sparteca, SPC, UN,
  UNCTAD, UNESCO, UNHCR, UNMIS,
• UNRWA, UNTSO, UNWTO, UPU, WCO, WFTU, WHO, WIPO,
  WMO,WTO, ZC

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Market Factors

• Enviable Western-style capitalist economy
• Robust business and consumer confidence
• High export prices for raw materials and
  agricultural products
• Australia's emphasis on reforms, low inflation
  and growing ties with China
• Conservative fiscal policies have kept budget in
  surplus since 2002

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New Zealand
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Economic Factors

• GDP (purchasing) 106 billion (2006 est.)
• GDP (official exchange rate) 98.77 billion
  (2006 est.)
• GDP (real growth rate) 1.9 (2006 est.)
• GDP (per capita) 26,000 (2006 est.)
• Labor Force- 2.18 million (2006 est.)
• Labor Force by occupation
• - Agriculture- 10
• - Industry- 25
• - Services- 65 (1995)
• Note The remainder is in miscellaneous public
  and private sector industries and services.

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Economic Factors

• Industries
• food processing
• wood and paper products
• textiles
• machinery
• transportation equipment
• banking and insurance
• tourism
• mining

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Economic Factors

• Exports- 23.69 billion (2006 est.)
• dairy products
• meat
• wood and wood products
• fish
• machinery

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Economic Factors

• Imports -25.23 billion (2006 est.)
• machinery and equipment
• vehicles and aircraft
• petroleum
• electronics
• textiles
• plastics

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Political Factors

• A parliamentary democracy
• 16 regions and 1 territory
• Political Parties and Leaders
• ACT New Zealand Rodney HIDE
• Green Party Jeanette FITZSIMONS
• Maori Party Whatarangi WINIATA
• National Party or NP John KEY
• New Zealand First Party or NZFP Winston PETERS
• New Zealand Labor Party or NZLP Helen CLARK
• Progressive Party James (Jim) ANDERTON
• United Future or UF Peter DUNNE

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Political Factors

• International Organization Participation
• ANZUS (US suspended security obligations to NZ on
  11 August 1986)
• APEC
• ARF
• AsDB
• ASEAN (dialogue partner)
• Australia Group
• BIS
• C
• CP
• EAS
• EBRD
• FAO
• IAEA
• IBRD
• ICAO
• ICC
• ICCt
• ICRM

• IPU
• ISO
• ITU,
• ITUC
• NAM (guest)
• NSG,
• OECD
• OPCW
• PCA
• PIF Sparteca
• SPC
• UN
• UNCTAD
• UNESCO
• UNHCR
• UNIDO
• UNMIS
• UNTSO
• UPU

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Market Factors

• A new industrialized, free market economy that
  can compete globally
• Dynamic growth has boosted real incomes,
  broadened and deepened the technological
  capabilities of the industrial sector, and
  contained inflationary pressures.
• Per capita income has risen for eight consecutive
  years
• Consumer and government spending have driven
  growth in recent year
• Exports picked up in 2006 after struggling for
  several years
• Thus far the economy has been resilient, and the
  Labor Government promises that expenditures on
  health, education, and pensions will increase
  proportionately to output

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Market Segmentation

• Typical Consumer Markets
• Careful targeting and segmentation become
  important
• Breaking away from British beginnings
• Still have some college sports
• Soccer is has not taken a particular liking
• Spirit represents to some Extent N.A.s
• Queenslanders are compared to Texans

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Market Segmentation cont

• Young people ready for global markets
• Typical in mature markets
• While older generations are nostalgic for the way
  it was

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Product Positioning

• Protectionism
• Relatively recent history of protectionism
• Global products and brands are appreciated in the
  area
• Pro-Home-Country Bias
• In some cases many formed because of social and
  cultural habits
• Allegiances vanished when low barriers introduced
  competitive foreign products

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Marketing TacticsProduct Policies

• Appeal
• Most global products and services only need a
  slight adaptation to be accepted in these
  martkets
• Toyota Camry
• Technology
• Markets are very up-to-date
• Mobile phones
• 2003, penetrated 15 million or 3/4ths of the
  country
• May have the highest penetration rate in the word

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Marketing TacticsPricing

• Relatively high prices
• Because of the distance, market size, labor
  costs, make it inneficient
• Tariff rates
• Have dropped considerably since 1988
• Local regulation of business still keeping some
  prices high
• Booksellers

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Marketing TacticsDistribution

• Efficient distribution
• Because of clustered societies
• Coastlines and metropolitans
• Distribution is modern and up-to-date
• Many companies use Australia as their regional
  Asian headquarters
• b/c of access to well developed infrastructure
  and telecommunications

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Marketing TacticsPromotions

• Communications media
• Similar to the rest of the world
• Because of the distance and some gov. policies,
  global communication is highly welcomed
• Use it for globally integrated promotional
  messages
• Generation gap
• Younger citizens want an American approach to
  media
• Simpsons, Conan OBrien, CNN
• Older citizens would like a an older view
• British sitcoms and communications

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Competition

• Competition not as intense as other mature
  markets
• Due to limited size and geographical distance
• Companies often produce on location to avoid
  tariff and trade barriers and offset costs
• High wages even in comparison to Europe and the
  US by 25 and 50 percent
• This suggests as the trade barriers come down in
  the future, import competition will increase
  dramatically

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Foreign Trade Agreement

• 1973- UK joined the European Common Market,
  eliminating Australia New Zealands preferred
  trading status
• Members of APEC (Asia-pacific Economic
  Cooperation) and ARF (ASEAN Regional Forum)
• For most global markets the two countries are one
  regional market
• Close trade ties with each other (ANZCERTA pact
  Australia New Zealand Closer Economic Relations
  Trade Agreement)

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Dominant Market Features
86
Dominant Market Features
87
Acknowledgments

• Johansson, J. K. (2006). Global Marketing
  Foreign entry, local marketing, and global
  management. New York McGraw-Hill Irwin
• Central Intelligence Agency The World Factbook
  www.cia.gov/library/publications/the-world-factboo
  k/index.html