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eBay has largely failed in its efforts targetomg Chinese consumers, ceding the market to rival Taobao.  A new effort shows more promise, with eBay leveraging a competitive advantage it has over Taobao.  Many Chinese entrepreneurs have a need that eBay is able to help address.  They need access to global markets, and eBay has access to those kinds of customers.  This article, “How eBay Found a Secret Way into China” (Bloomberg Businessweek, April 14, 2011) describes eBay’s recent strategy with this target market.   This provides a good example of competitive advantage, an update on eBay, and another look into an American firm’s efforts in China.

This article, “The Benefits of a U.S.-Colombia Free-Trade Deal” (Bloomberg Businessweek, April 14, 2011) addresses a few areas where the content here at T4Ps is kind of light — B2B and the legal environment.  The article describes how Caterpillar spotted an opportunity in Columbia and began lobbying to move forward a stalled trade agreement designed to cut back on tariffs on their sales into Columbia, South Korea, and Panama.

This ad from the Philippines demonstrates something universal — or at least common between the U.S. and this Asian island nation.  The ad doesn’t even need translation.

OK, looking for some funny advertising examples to use in class?  I like to show international examples — they are usually unique and students are unlikely to have seen them.  Sometimes (like in the Lamptan ad) you find a different type of humor.  I am not sure that ad would make it onto TV in the U.S.  The other ad appears more “proper” — kind of what I might expect from British humor.  Enjoy.

Here at T4Ps, we are always looking for interesting B2B cases.  Unfortunately, they are much less common than B2C.   But here is a good article “Deere Enhances Focus on Russia” (Wall Street Journal, March 25, 2011 — non-subscribers click here) featuring one of our favorite companies Deere.  We feature Deere in the opening case scenario in our chapter on Business and Organizational Customers in our text books.  Deere’s stretch goal of doubling sales in the next 8 years will not happen in the slow growth construction and farm equipment markets in North America.  So Deere needs to look at international opportunities.  This is not unlike the situation many of our students will likely be facing in the coming years.  It provides a nice opportunity to discuss the challenges and opportunities in international markets.

The article is light on details related to the competition in Russia — or the needs of the Russian customer.  Russia is also a risky market.  So you could ask students what kind of marketing research they might want to have before developing a marketing strategy.  Combining this article with some student research at Michigan State’s great globalEDGE website might be a nice assignment.  Also posted at Learn the 4 Ps.

Good marketers understand the path to purchase — and tie different marketing strategy elements to help customers move down that path.  This article at ClickZ, “Social Media Uses Content Marketing to Shop,” (March 21, 2011) shows how different types of online content help a consumer move along in the purchase process. The article is short, but informative and includes good examples.  This might provide you with some good examples to use in consumer behavior or in the Promotion chapters to discuss how website content can relate to promotion objectives.  Also posted at Learn the 4 Ps.

China represents a huge potential market for all kinds of companies — vehicle sales in China grew more than 32% in 2010 to more than 18.1 million (more than in the U.S.).   As the average Chinese gains more disposable income, many are in the market for a new car.  At the low end of the market — less than 50,000 yuan (about $7500) — three out of four cars sold are domestic Chinese brands.  These brands — like the Tianjin FAW Xiali pictured here — don’t have a great reputation for quality.   Volkswagen, GM, Nissan, and Honda see an opportunity and are responding with lity with lower cost models.  So this is what many of these car makers are trying to do with stripped down variations of traditional models — with new brand names. This article “Foreign Carmakers Try Brands Just for China“  (Bloomberg BusinessWeek, March 3, 2011) provides a good example of international product adaptation.   The decision to use new brand names — instead of the more well-known Western brand names could also be discussed.

Colgate Max White One excels at getting your teeth white.  So the company created an integrated marketing communications program that positions a woman’s smile (and therefore its whitening toothpaste) as a fashion “Accessory.”  Clever idea — see how they pull it off below.  This short (2:11) video fits nicely as a creative example of positioning and marketing communications in Europe (adding an international dimension) no less.  Also posted at Learn the 4 Ps.

This recent Wall Street Journal article, “India Solar Rules Burn U.S.” (February 8, 2011, non-subscribers click here) describes how India has banned the sale of foreign-made solar panels, unless the seller sets up a local manufacturing plant with a joint venture.  India has great potential for solar, but this change in the external market environment puts a crimp on U.S. solar firms.  This is a good example to use when discussing the legal aspects of the external market environment or international distribution.

Oh Fortune magazine, why do you tease me so?  I saw this article in my print edition of Fortune a couple weeks ago — but they always wait a bit before making it available online.  Well, the wait is over and it is worth it — they even added a nice short video you could show in class.  In-depth pieces on P&G often provide great classroom examples because P&G brand managers are known for conducting consumer research before developing new products.  This article “Can P&G make money in places where people earn $2 a day?” (Fortune, January 6, 2011) and the short 2:45 video below describe P&G’s research efforts to learn more about the needs of rural Chinese consumers.

This offers some good examples of new product development, international marketing, and market research.