Going global – what works and what doesn’t - presentation at #GIMW
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Transcript of Going global – what works and what doesn’t - presentation at #GIMW
Going Global what works
and what doesn’t
GIMW, Delhi
14 June 2014Amit Sinha Roy
Global trade versus GlobalizationThe subtle differences
It is about the business entity and it’s global presence
• Global trade, also known as international trade, is simply the exchange of goods and services across international boundaries. Global trade involves the export and import of goods and services between international borders
• Globalization is the impact of integration of international markets leading to what is popularly termed as the “flattening of the world” leading to creation of new markets as well as new competitive pressures
• Globalization is fueled by advances in communications technologies and transportation
So what is Globalization?
Globalization (or globalisation) is the process of international integration arising from the interchange of world views, products, ideas, and other aspects of culture
Advances in transportation and telecommunications infrastructure, including the rise of the telegraph and its posterity the Internet, are major factors in globalization, generating further interdependence of economic and cultural activities
Source: Wikipedia
The role of communications (internet) in Globalization
“The Internet will create the winner and bury the laggards” - Philip Kotler
Source: Intel
Key drivers for going GlobalDriving growth
Availability of Natural resources / Raw materials
Value addition – manufacturing, design, finishing
Economies of scale - specialization
Balancing of Demand / Supply
Specific skill sets
Government regulations, SOPs – e.g. pollution
Potential barriers to going GlobalCompetition
Tariffs
Subsidies
Regulations, Laws
Language
Climate
Resources
Advantages of going GlobalFor businesses and consumers
Access to new markets
Achieving volume – economies of scale
Lowering production costs
Global product & service availability
Potentially better quality products & services
Development of Nations & Goodwill
Dealing with natural calamities – famine, draught
Ability to earn Foreign exchange
Disadvantages of going GlobalThe underbelly
Monopolistic behavior
Competition for smaller local businesses
Uneven wealth distribution
Unemployment in certain areas
Economic depression in a particular area leading to instability
Loss of local culture
Environment impact – polluting industries
Spread of diseases – human and agricultural
Switching gears - to the Global marketing context
Source: Philip Kotler, Marketing Management
“We are living in a world that is no longer facing a shortage of goods but a shortage of customers”
"The most important thing is to forecast where customers are moving and be in front of them.“
Key elements to becoming a successful global marketer
“Being a successful global marketer means more than just translating content”
• Target audience
• Groups and forums
• Social networks and endorsements
• User generated content
• Optimize for mobile
• Well targeted campaigns
• Language
• Time of day
• Video
• Discounts & contests
• Frequency
Source: Hubspot
Glocalization – success stories abound
Glocalization = Global advantages, local relevance: Think Global & Act Local
• Airbnb – localized application
• Coca cola – CSR – support my school
• Expedia – localized holiday destinations
• McDonalds – local food sentiments
• Pepsi – localization of food
• TCS – b2b success model
• WWF – World Earth Hour
Think Global, Act Glocal— Distributed Marketing Model
Can your brand assets be leveraged globally?
Can services be reused across regions?
How many global agency partners do you have?
How many do you need?
How complex is your channel ecosystem?
What channels do you use in specific countries?
Can you leverage assets across channels?
What are the regulatory considerations you face in the various countries in which you operate?
Source: TCS blogs
Distributed marketing model
Distributed Marketing Control provides organizations with:
• A global framework and governance charter that is usable across all of their regions
• The ability to plan global strategies and maturity models and implement locally
• A global platform that is extensible to regions
• Production capability that is able to deliver services to all regions in a uniform fashion
• The ability to re-use assets and services
• The ability to report metrics–campaign ROI, deep customer insights based on analysis of structured and unstructured data, demand forecasts, and more–both globally and by region
Source: TCS blogs
Questions?
Thank youtwitter: @avsroy