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    Global Marketing

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    Paramjit Sharma
    Global marketing strategies are evolving from international to global approaches as national markets become more homogeneous. A successful global strategy requires understanding core business strategies, conducting market and competitive analyses, formulating global strategies around target countries and segments, developing coordinated global marketing programs, and implementing in a way that balances local and global concerns. Key considerations include product standardization vs adaptation, value-adding activities, and competitive moves across multiple segments and countries. Pitfalls to avoid are insufficient local market research, overstandardization, and inflexibility in planning.

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    Global Marketing

    Uploaded by

    Paramjit Sharma
    3K views24 pages
    Global marketing strategies are evolving from international to global approaches as national markets become more homogeneous. A successful global strategy requires understanding core business strategies, conducting market and competitive analyses, formulating global strategies around target countries and segments, developing coordinated global marketing programs, and implementing in a way that balances local and global concerns. Key considerations include product standardization vs adaptation, value-adding activities, and competitive moves across multiple segments and countries. Pitfalls to avoid are insufficient local market research, overstandardization, and inflexibility in planning.

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    the main features of Global Marketing

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    Global marketing strategies are evolving from international to global approaches as national markets become more homogeneous. A successful global strategy requires understanding core business strategies, conducting market and competitive analyses, formulating global strategies around target countries and segments, developing coordinated global marketing programs, and implementing in a way that balances local and global concerns. Key considerations include product standardization vs adaptation, value-adding activities, and competitive moves across multiple segments and countries. Pitfalls to avoid are insufficient local market research, overstandardization, and inflexibility in planning.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    3K views24 pages

    Global Marketing

    Uploaded by

    Paramjit Sharma
    Global marketing strategies are evolving from international to global approaches as national markets become more homogeneous. A successful global strategy requires understanding core business strategies, conducting market and competitive analyses, formulating global strategies around target countries and segments, developing coordinated global marketing programs, and implementing in a way that balances local and global concerns. Key considerations include product standardization vs adaptation, value-adding activities, and competitive moves across multiple segments and countries. Pitfalls to avoid are insufficient local market research, overstandardization, and inflexibility in planning.

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    of 24

    Global Marketing

    Strategic Planning
    Global Marketing
     “…the world is becoming more
    homogenous…”

     “...distinctions between national


    markets are fading and may
    disappear…”
    Global Marketing Evolution

    Develop Core
    Business Strategy
    Core Business Strategy

    Internationalize
    the Strategy

    Globalize Country Country Country Country


    the Strategy A B C D
    Globalization Drivers
     Market Factors
     new consumer groups, developed

    infrastructures, globalization of
    distribution channels, cross-border
    retail alliances
     Cost Factors

     avoiding cost inefficiencies and

    duplicated efforts
    Globalization Drivers
     Environmental Factors
     reduced governmental barriers,

    rapid technological evolution


     Competitive Factors

     rapid product innovation,

    introduction, distribution
    The Strategic Planning
    GlobalProcess
    Strategy Formulation

    Assessment and Adjustment of Core Strategy


    Market/Competitive Analysis - Internal Analysis

    Formulation of Global Strategy


    Choice of Target Countries, Segments, and Competitive Strategy

    Development of Global Marketing Program

    Implementation
    Organizational Structure - Control
    The Strategic Planning
    Process
     Understanding and adjusting the core
    strategy begins with a clear definition
    of the business for which the strategy
    is to be developed
     The Strategic Business Unit

     Based on product market similarities


     Similar needs or wants to be met
     Similar end user customers to be targeted

     Similar products or services used to meet

    needs of specific customers


    Market and Competitive
    Analysis
     First, understand the structure of
    the global market industry; the
    common features of customer
    requirements and choice factors
     Internal analysis

     Examine the readiness and capability


    of the firm to undertake strategic
    moves with its
    current resources.
    Formulating Global Marketing
    Strategy
     Formulation begins with a series of
    strategic decisions
     Choice of competitive strategy
     Cost leadership

     Differentiation

     Focus
    Formulating Global Marketing
    Strategy
    Country markets choices
     Concentration or diversification

     Factors in country markets

    selection
     The stand-alone attractiveness of the
    market
     Global strategic importance of the

    market
     Possible synergies offered by the

    market
    Competitive Strategies
    Source of Competitive Advantage
    Competitive Low Cost Differentiation
    Scope
    Cost Broad
    Industrywide Leadership Differentiation

    Single
    Segment Focus
    Segmentation

    Market Segment A

    Market Segment B

    Market Segment C
    Single or Multiple Segment
    Decision
    Segment A

    Single,
    Multiple
    or Segment B
    All
    Segments ?
    Segment C
    Bases for Global Market Segmentation
    Bases for International
    Market Segmentation

    Marketing
    Environmental
    Management
    Variables
    Variables

    Geographic Political Economic Cultural


    Variables Variables Variables Variables

    Product Promotion Price Distribution


    Variables Variables Variables Variables
    Global Marketing Program
    Development
     Development Decisions
     Product offering
     The degree of standardization and
    adaptation in the product offering
     The marketing approach
     The marketing program beyond the product
    variable
    Global Marketing Program
    Development
     Development Decisions
     The location and extent of value-adding
    activities
     Pooling production
     Exploiting factor costs or capabilities

     Strategic alliances

     Concurrent engineering

     Competitive moves to be made


     Cross-subsidization using resources
    accumulated in one market to wage a
    competitive battle in another.
    Implementing Global
    Marketing
     Success will come from a balance
    between local and regional / global
    concerns.
     “Think globally, act locally” is the

    operative phrase for global marketers


    competing in country markets.
     Product choices should consider

    individual markets as well as transfer


    products from one region to another.
    Global Marketing Pitfalls to Avoid
     Insufficient local market research
     The tendency to overstandardize the

    product
     Inflexibility in planning and

    implementation
    Global Marketing Pitfalls to Avoid
     The “Not-Invented-Here” syndrome
    (NIH)
     How to avoid the NIH syndrome
     Ensure that local managers

    participate in the development of


    global brand marketing strategies
     Encourage local managers to develop

    ideas for regional or global use


    Localizing Global Marketing
     Achieving a balance between in-
    country managers and global product
    managers at corporate headquarters
    will require action to develop and
    implement a global strategy.
     Management processes

     Enhance the global transfer of


    communications
     Interchange personnel to gain
    experience abroad
    Localizing Global Marketing
     Headquarters should coordinate and
    leverage resources
     Permit local managers to develop

    their own programs within defined


    parameters
    Localizing Global Marketing
     Maintain a product portfolio that
    includes local as well as regional or
    global brands
     Allow local managers control over

    marketing budgets to respond to


    local customer needs and counter
    global competition
    Localizing Global Marketing
     Organization structures
     The shift to global account management
     Corporate culture
     The world is not one single market
     Plan and execute programs on a
    worldwide basis
     A global Identity favors no specific
    country.
    Thank you!!!

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