Global Marketing Presentation - Unitedworld School of Business

7/28/2019 Global Marketing Presentation - Unitedworld School of Business

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Global

Marketing


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InHongKong

,aGermanbusinesspersonisdrivinga

Lexus;heswe

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aglishoes,Irishcashme

re

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manisuit,with

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ehasaMont

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irt.Hesgoing

tomeetan

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storataKFCrestaurant,fo

raCoke.After

lunch,theystop

foraBaskin-R

obbins(actuallyaforeign

firm)ice

creamsundae.

---OK,that

sastretch.

Whenhegetshome,

sittingonano

ttoman,hehas

an

Absolutvodka

nightcap,whilelistenin

gtoAmerican

countrywestern

music.


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Conception

Pricing

Promotion

Distribution ofIdeas, goods andServices

AMAs Definition :

MarketingPlanning

and

Executing

To createexchanges thatsatisfy individualand

organizationalObjectives


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The coordinated performance ofmarketing activities to create exchangesacross countries that satisfy individual,organizational , and societal objectives

Global marketing is conducted acrosscountries (not domestic or foreign)

Global marketing coordinates activitiesacross different country markets

Global marketing should be motivated byindividual, organizational and societal goals

GlobalMarketing


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Core Business Strategy

Country

A

Country

B

Country

C

Country

D

Develop Core

Business Strategy

Internationalize

the Strategy

Globalize

the Strategy

Global Marketing Evolution


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What isInternationalization ?

As the process of increasing involvement in internationaloperations.

Why consider going international ?

To increase overall customer base.

To offset seasonal fluctuations in local markets

To minimize risk of losing market share to clients who

themselves use internet to find goods / services in

overseas markets

To offset increasing costs of doing business at home

To gain prestige with customers at home .


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Internationalization

Advantage

Spreading business risk

Opportunity to exploit an existingcompetitive edge in new markets

Expansion of brand awareness tonew audiences

Increased revenue generation

Possibility of accessing new

technologies / information

Business can be conducted via theinternet thus shortening thecommunication channels betweencustomers and markets

Disadvantage

cultural and languagebarriers

exchange rate fluctuations religious beliefs

government regulations /policy on profit repatriation

political instability

economic downturn.


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Major International MarketingDecisions


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RE-INTERNATIONALIZATION

Why Internationalization fail.

What is Re-Internationalization.

- Network relation- Unique resource and capability- Change in management global.

Three main set which driven theRe-Internationalization.


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Strategy toenter intoInternationalMarket.

Export Involves using domestic plants as a production base for exporting to

foreign markets.

Licensing

Has valuable technical know-how or a patented product but does nothave international capabilities or resources to enter foreign markets

Franchise

Often is better suited to global expansion efforts of service andretailing enterprise by establishing franchise in particular country.


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Strategic alliance Through strategic alliance you can enter into international market.

Global strategy Pursue basic strategy world wide.

Sell the same products under the same brand

Production plants located local efficiencies Best suppliers from anywhere

Coordinated marketing and distribution worldwide

Multi country strategy Production plants in each country

Producing products for that country Using local suppliers where possible


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CHALLENGES to enter Internationalmarket

While choosing new markets,MNCs need to consider severalfactors:

1) Micro factor

2) Macro factor


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Micro factor

Political/regulatory environment.

Tariff barriers - taxes on imports paid

to customs officials - include

Nontariff barriers

Financial/economic environment.

Exchange rate - price of one currency in relation to another

Fiscal policies

Monetary policy

Socio cultural issues and technological infrastructure.

Understanding the local culture is the most profitable way of marketing product and

services.


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Macro factorCompetitive considerations.

Local infrastructure such astransportation & logisticsnetwork.

Availability of mass media foradvertising is important.


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What

is

Channel Management ?


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CHANNEL MANAGEMENT

involves the strategy;development and alignment ofchannels or customer inter

faces, across your marketing,sales and services.

It is term that business orsupplier of products usesvarious marketing techniques

and sales strategy to reach the


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It creates the formulized programs for selling

servicing the customers within specific channels

can really impact your business. Customized a

channel management program which includes-

Goals

Policies

Products

Sales and marketing programs


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No longer can a business rely

simply on good Customerrelations or word of mouth tomaintain or improve revenue.

Possibilities for marketing a product

or service grow seemingly eachday, and keeping track of all ofthese disparate marketing avenues

is not an easy chore.That is why the concept

of channel management has

become so prevalent in marketing.-


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Optimal channel management drives growth and

profit- This program addresses the needs ofconsumer goods and services companies sellingthrough wholesalers and retailers;

Business-to-business firms working through

independent distributors and sales representativefirms;

Retailers seeking to improve efficiency in an

increasingly competitive marketplace; and

Intermediaries seeking to preserve their role in anincreasingly fluid channel structure.


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Reduce cost

Improve customer relations

Increase revenue

Building the high performing

sales force


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Implementing Global

MarketingSuccess will come from a balance between local andregional / global concerns.

Think globally, act locally is the operative phrasefor global marketers competing in country markets.

Product choices should consider individual markets as

well as transfer products from one region to another.


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Localizing Global Marketing

Management processes- Enhance the global transfer of

communications- Interchange personnel to gain experience

abroad Headquarters should coordinate and leverage

resources Permit local managers to develop their own

programs within defined parameters


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Organization structures

- The shift to global accountmanagement Corporate culture

- The world is not one single market- Plan and execute programs on a

worldwide

basis

- A global Identity favors no specificcountry

C O i


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Campus Overview

907/A Uvarshad,GandhinagarHighway,Ahmedabad 382422.

Ahmedabad

Kolkata

Infinity Benchmark,10th Floor, Plot G1,Block EP & GP,Sector V, Salt-Lake,Kolkata 700091.

Mumbai

Goldline BusinessCentre LinkwayEstate,Next to Chincholi FireBrigade, Malad (West),

Mumbai 400 064.


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Thank You

Global Marketing Presentation - Unitedworld School of Business

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