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Global Marketing Management, 4e

Global Marketing Management, 4e. Chapter 8 Global Marketing Strategies. Chapter Overview. 1. Information Technology and Global Competition 2. Global Strategy 3. Global Marketing Strategy 4. Regionalization of Global Marketing Strategy 5. Competitive Analysis. Introduction.

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Global Marketing Management, 4e

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  1. Global Marketing Management, 4e Chapter 8 Global Marketing Strategies Copyright (c) 2007 John Wiley & Sons, Inc.

  2. Chapter Overview 1. Information Technology and Global Competition 2. Global Strategy 3. Global Marketing Strategy 4. Regionalization of Global Marketing Strategy 5. Competitive Analysis Copyright (c) 2007 John Wiley & Sons, Inc.

  3. Introduction • On a political map, country borders are clear as ever. But on a competitive map, financial, trading, and industrial activities across national boundaries have rendered those political borders increasingly irrelevant. • Not only firms that compete internationally but also those whose primary market is considered domestic will be affected by competition from around the world. Copyright (c) 2007 John Wiley & Sons, Inc.

  4. Information Technology and Global Competition • Today, we are observing the emergence of a gross information product, and it dwarfs the gross domestic product. • Electronic Commerce (E-Commerce) • Real-Time Management • Online Communications • E-Company • Faster Product Diffusion • Global Citizenship Copyright (c) 2007 John Wiley & Sons, Inc.

  5. 2. Global Strategy • Global Industry: • Those industries where a firm’s competitive position in one country is affected by its position in other countries. • The first question that faces managers is the extent of globalization of their industry. • Every industry has global or potentially global aspects. Copyright (c) 2007 John Wiley & Sons, Inc.

  6. 2. Global Strategy • Industry Globalization Drivers (see Exhibit 8-1): • Market Drivers 1. Common customer needs 2. Global customers and channels 3. Transferable marketing 4. Lead countries Copyright (c) 2007 John Wiley & Sons, Inc.

  7. 2. Global Strategy Copyright (c) 2007 John Wiley & Sons, Inc.

  8. 2. Global Strategy • Cost Drivers 1. Global economies of scale and scope 2. Steep experience curve 3. Global sourcing efficiencies 4. Favorable logistics 5. Difference in country costs 6. High product development costs 7. Fast-changing technology 8. Shorter product life cycles Copyright (c) 2007 John Wiley & Sons, Inc.

  9. 2. Global Strategy • Government Drivers 1. Favorable trade policies 2. Compatible technical standards 3. World Trading Regulations 4. High growth/low labor cost developing countries 5. Deregulation/privatization of industries • Competitive Drivers • High exports and imports • Competitors from different continents and countries • Interdependent countries • Globalized competitors Copyright (c) 2007 John Wiley & Sons, Inc.

  10. 2. Global Strategy • Competitive Structure • Cost leadership • Product differentiation • Niche strategy • Nature of Competitive Industry Structure (see Exhibit 8-2): »Industry competitors »Potential entrants »Bargaining power of suppliers »Bargaining power of buyers »Threats of substitute products or services Copyright (c) 2007 John Wiley & Sons, Inc.

  11. 2. Global Strategy Copyright (c) 2007 John Wiley & Sons, Inc.

  12. 2. Global Strategy • Gaining Competitive Advantage • Creative destruction • First-Mover Advantage vs. F-M Disadvantage • Competitor-focused Approach • Customer-focused Approach Copyright (c) 2007 John Wiley & Sons, Inc.

  13. 2. Global Strategy • Interdependency: • Interdependency of modern companies • Example: Global computer industry • Governments also play a larger role, affecting parts of the firm’s strategy. Copyright (c) 2007 John Wiley & Sons, Inc.

  14. 3. Global Marketing Strategy • Benefits of Global Marketing: • Cost Reduction • Improved Products and Program Effectiveness • Enhanced Customer Preference • Increased Competitive Advantage • Limits to Global Marketing: • Standardization vs. adaptation issues • Globalization vs. localization • Global integration vs. local responsiveness • Scale vs. sensitivity Copyright (c) 2007 John Wiley & Sons, Inc.

  15. 3. Global Marketing Strategy Copyright (c) 2007 John Wiley & Sons, Inc.

  16. 3. Global Marketing Strategy Copyright (c) 2007 John Wiley & Sons, Inc.

  17. 4. Regionalization of Global Marketing Strategy • Regional strategies are the cross-subsidization of market share battles in pursuit of regional production, branding, and distribution advantages. • Issues in regionalization of global marketing strategy: • Cross-Subsidization of Markets • Identification of Weak Market Segments • Use of “Lead Market” Concept • Marketing Strategies for Emerging Markets Copyright (c) 2007 John Wiley & Sons, Inc.

  18. 5. Competitive Analysis • SWOT (Strengths, Weaknesses, Opportunities, and Threats) Analysis (see Exhibit 8-5) • A SWOT analysis divides the information into two main categories: internal and external factors. • Based on SWOT analysis, marketing executives can construct alternative strategies. • The aim of any SWOT analysis should be to isolate the key issues that will be important to the future of the firm and that will be addressed by subsequent marketing strategy. Copyright (c) 2007 John Wiley & Sons, Inc.

  19. 5. Competitive Analysis Copyright (c) 2007 John Wiley & Sons, Inc.

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