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Chapter 12 Global Marketing Management: Planning and Organization

Chapter 12 Global Marketing Management: Planning and Organization. CHAPTER OUTLINE. Global marketing management Planning for global markets International market entry strategy Criteria for evaluating entry strategies Organizing for global competition. STANDARDIZATION-ADAPTATION.

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Chapter 12 Global Marketing Management: Planning and Organization

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  1. Chapter 12Global Marketing Management: Planning and Organization

  2. CHAPTER OUTLINE • Global marketing management • Planning for global markets • International market entry strategy • Criteria for evaluating entry strategies • Organizing for global competition

  3. STANDARDIZATION-ADAPTATION • Planning involves 4 Ps • Standardization Adaptation Debate and Continuum Standardization_____________________Adaptation Product 5______4______3______2______1 Price 5______4______3______2______1 Promotion 5______4______3______2______1 Distribution 5______4______3______2______1 Planning 5______4______3______2______1 • Factors favoring Standardization or Adaptation

  4. INTERNATIONAL PLANNING PROCESS Information derived from each phase, market research, and evaluation of program performance Phase 1 Preliminary analysis and screening: Matching company/country needs Phase 2 Defining market segments and adapting marketing mix Phase 3 Developing the marketing plan Phase 4 Implemen- tation and control Environmental factors, company character, and screening criteria Matching mix requirements Marketing plan development Implementation, evaluation, and control

  5. INTERNATIONAL MARKET ENTRY STRATEGY Exporting Internet Licensing Franchising Joint Ventures Consortia Direct Foreign Investment

  6. CRITERIA FOR EVALUATING ENTRY STRATEGIES Legal considerations Cost of the strategy Company experience in similar venture Competition at home and abroad Risk incurred Control Complexity of product/service Country factors: social, cultural, similarity

  7. Exporting Internet Licensing Franchising Joint Ventures Consortia DFI Legal Cost Risk Control Competition Experience Product Complexity Country EVALUATING ENTRY STRATEGIES

  8. ORGANIZATIONAL PLAN

  9. DISCUSSION QUESTIONS • Explain the standardization-adaptation S-A continuum. What factors favor Standardization or Adaptation? Discuss. • Elaborate each phase of the International Planning Process. • What are the criteria for evaluating entry strategies in international markets? Discuss each of them. • When should we opt for licensing over direct investment? Explain.

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