Basic Strategies & Multinational and Participation Strategies.
Framework for Assessing Multinational Strategies
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Transcript of Framework for Assessing Multinational Strategies
FRAMEWORK FOR ASSESSING MULTINATIONAL STRATEGIES
Six Global Consumer Segments
2
Strivers
Devouts
Altruists
Intimates
Fun Seekers
Creatives
Six Stage Continuum that ranges form mere awareness of a foreign brand in a local market to a complete global identification of the brand.
COMMUNICATON STRATEGY
STANDARDIZED COMMUNICATIONS
LOCALIZED COMMUNICATIONS
STANDARDIZED PRODUCT
Global strategy:Uniform Product/ Uniform Message
Mixed Strategy:Uniform Product/ Customized Message
LOCALIZED PRODUCT
Mixed strategy:Customized Product/ Uniform Message
Local Strategy:Customized Product/ Customized Message
PRODUCT STRATEGY
A Framework for Alternative Global Marketing Strategies
4
Cross-Cultural Psychographic Segmentation
• The only ultimate truth possible is that humans are both deeply the same and obviously different.
5
Cross-Cultural Consumer Analysis
• Similarities and differences among people
• The growing global middle class
• The global teen market
• Acculturation
• The greater the similarity between nations, the more feasible to use relatively similar marketing strategies
• Marketers often speak to the same “types” of consumers globally
Issues
6
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Comparisons of Chinese and American Cultural Traits
• Chinese Cultural Traits
• Centered on Confucian doctrine
• Submissive to authority
• Ancestor worship
• Values a person’s duty to family and state
• American Cultural Traits
• Individual centered
• Emphasis on self-reliance
• Primary faith in rationalism
• Values individual personality
7
Cross-Cultural Consumer Analysis
• Similarities and differences among people
• The growing global middle class
• The global teen market
• Acculturation
• Growing in Asia, South America, and Eastern Europe
• Marketers should focus on these markets
Issues
8
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Cross-Cultural Consumer Analysis
• Similarities and differences among people
• The growing global middle class
• The global teen market
• Acculturation
• There has been growth in an affluent global teenage and young adult market.
• They appear to have similar interests, desires, and consumption behavior no matter where they live.
Issues
9
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Cross-Cultural Consumer Analysis
• Similarities and differences among people
• The growing global middle class
• The global teen market
• Acculturation
• Marketers must learn everything that is relevant about the usage of their product and product categories in foreign countries
Issues
10
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall