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Chapter 7 Strategic Planning

Chapter 7 Strategic Planning. Global Marketing. Globalization reflects a business orientation which believes that: Companies need to globalize their international strategies by formulating them across markets to:. Globalization drivers. Market factors

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Chapter 7 Strategic Planning

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  1. Chapter 7 Strategic Planning

  2. Global Marketing • Globalization reflects a business orientation which believes that: • Companies need to globalize their international strategies by formulating them across markets to:

  3. Globalization drivers • Market factors • Reasons for the similarity in the consumers’ demand are: • Cost factors –

  4. Globalization drivers • Environmental factors – • ____________or “born globals” are taking advantage of today’s more open trading regions and newer technologies

  5. Globalization drivers • Competitive factors

  6. The Strategic Planning Process • Formal strategic planning contributes to both financial performance as well as nonfinancial objectives such as:

  7. The Strategic Planning Process • Three broad dimensions need to be kept in mind are: • Soft power:

  8. The Strategic Planning Process • Understanding and adjusting the core strategy • The strategic business unit represents groupings organized around market similarities based on:

  9. The Strategic Planning Process • Market and competitive analysis • Provides global marketers with tools to: • Key is to understand the structure of the global industry:

  10. The Strategic Planning Process • Internal analysis • Formulating a global marketing strategy

  11. The Strategic Planning Process • Country-market choice • ______________ involve two measures: • Market expansion policy determines the allocation of resources among various markets

  12. The Strategic Planning Process • Segmentation • Allows global marketers to take advantage of the benefits of standardization:

  13. The Strategic Planning Process • Developing the global marketing program - Marketing-related decisions will have to be made in four areas: • Marketing approach • Glocalization:

  14. The Strategic Planning Process • Location and extent of value-adding activities • Competitive moves • Cross-subsidization: • Challenges of global marketing

  15. The Strategic Planning Process • Not-invented-here syndrome (NIH): Leads to decline of global program when: • Localizing global marketing – • Globalization enhances the flow of information leading to:

  16. The Strategic Planning Process • Encourage personnel interchange to gain experience abroad • NIH syndrome can be avoided by:

  17. The Strategic Planning Process • Maintaining a product portfolio that includes local as well as regional and global brands • Localizing global marketing - Organization structures

  18. The Strategic Planning Process • Matrix structure is considered more effective in today’s global marketplace • Execute global account management programs: • Localizing global marketing – • Affects and is affected by:

  19. The Strategic Planning Process • The management development system has to be transparent wherein: • Implement compensation and mobility policies to avail the best talent regardless of job location

  20. The Local Company in the Global Environment • Degree and strength of globalization in an industry determines the pressure that the local marketer will be under • Extent to which the company’s assets are transferable determines the opportunity dimension • Multiple strategies are available to local marketers when global markets and marketers challenge them

  21. The Local Company in the Global Environment • The following six-part strategy for success has been proposed:

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