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Global Business 　（ Chap 8 ）

Global Business 　（ Chap 8 ）. Dept of Technology Management for Innovation (TMI), Graduate School of Engineering Professor Kazuyuki Motohashi 工学系研究科 技術経営戦略学専攻教授 元橋一之 http://www.mo.t.u-tokyo.ac.jp. Today’s Class. What is marketing, why important? Marketing strategy planning steps

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Global Business 　（ Chap 8 ）

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  1. Global Business　（Chap8） Dept of Technology Management for Innovation (TMI), Graduate School of Engineering Professor Kazuyuki Motohashi 工学系研究科 技術経営戦略学専攻教授 元橋一之 http://www.mo.t.u-tokyo.ac.jp

  2. Today’s Class • What is marketing, why important? • Marketing strategy planning steps • 4P: Product, Price, Place and Promotion • Marketing for emerging economies: China, India • Bottom of the Pyramid (BOP) Business

  3. Marketing and Sales

  4. Strategic Marketing Planning

  5. Ansoff’s Product and Market Growth Matrix Global Business Context: CAGE and AAA framework

  6. Example of Market Segmentation

  7. Target Segment Identification

  8. Marketing’s 4P

  9. Product

  10. Price To what extent you can be a price setter, instead of price taker ?

  11. Place (Channel)

  12. Promotion (AIDMA) Changing to AISAS in Internet Era

  13. Promotion tools (in detail)

  14. Promotion in global businessSome caveats • Regulations over promotion activities: such as whether you can do “comparative advertising” • Terminology in foreign language • Brand creation (difference in customer’s perception) • Importance of local ad agency • Lack of product knowledge at local distributors

  15. Marketing mix by product life cycle

  16. Market potential of China and India Middle Class = Volume zone • Profit=gross margin * sales volume (size of market and competition) • Difference between durable and consumption goods, customer preference?

  17. Average household income by decile (2010, US$) Premium Market

  18. Another concept of price: PPP • Concept of PPP（Purchasing Power Parity) • Big Mac price by Economist magazine US: 4.07 $, China: 14.7 RMB=2.27 US$ (▲44%)

  19. BOP(Bottom of the Pyramid) 75 mil. -100 mil. 150 mil.-1,750 mil. 4,000 mil. （出典）The fortune at the bottom of the pyramid (C.K. Praharad)

  20. BOP’s Business ChancePovertypremium （出典）The fortune at the bottom of the pyramid (C.K. Praharad)

  21. Example: ICICI’s micro payment （出典）The fortune at the bottom of the pyramid (C.K. Praharad)

  22. DetailinformationofBOPbusinesscanbefoundin TMI’s Innovation Case Studies Course material (in Japanese) Overview of BOP business http://www.mo.t.u-tokyo.ac.jp/kyouiku/2014/140624_JRIkougishiryou.pdf Ajinomoto’s Ghana project http://www.mo.t.u-tokyo.ac.jp/kyouiku/2014/todai20140624ajinomoto.pdf

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