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    Global Marketing PDF

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    Maksumul Morsaline
    Global marketing involves coordinating marketing activities across countries to create exchanges that satisfy individual, organizational, and societal goals. It coordinates activities across different country markets. There are several strategies for entering international markets like export, licensing, franchising, strategic alliances, and global or multi-country strategies. Major international marketing decisions include choosing new markets based on micro factors like political/regulatory environment and macro factors like competitive landscape. Implementing global marketing requires balancing local and global concerns with a "think globally, act locally" approach.

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    Global Marketing PDF

    Uploaded by

    Maksumul Morsaline
    47 views13 pages
    Global marketing involves coordinating marketing activities across countries to create exchanges that satisfy individual, organizational, and societal goals. It coordinates activities across different country markets. There are several strategies for entering international markets like export, licensing, franchising, strategic alliances, and global or multi-country strategies. Major international marketing decisions include choosing new markets based on micro factors like political/regulatory environment and macro factors like competitive landscape. Implementing global marketing requires balancing local and global concerns with a "think globally, act locally" approach.

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    Global marketing involves coordinating marketing activities across countries to create exchanges that satisfy individual, organizational, and societal goals. It coordinates activities across different country markets. There are several strategies for entering international markets like export, licensing, franchising, strategic alliances, and global or multi-country strategies. Major international marketing decisions include choosing new markets based on micro factors like political/regulatory environment and macro factors like competitive landscape. Implementing global marketing requires balancing local and global concerns with a "think globally, act locally" approach.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    47 views13 pages

    Global Marketing PDF

    Uploaded by

    Maksumul Morsaline
    Global marketing involves coordinating marketing activities across countries to create exchanges that satisfy individual, organizational, and societal goals. It coordinates activities across different country markets. There are several strategies for entering international markets like export, licensing, franchising, strategic alliances, and global or multi-country strategies. Major international marketing decisions include choosing new markets based on micro factors like political/regulatory environment and macro factors like competitive landscape. Implementing global marketing requires balancing local and global concerns with a "think globally, act locally" approach.

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    of 13

    Global Marketing

    Global Marketing

     The coordinated performance of marketing


    activities to create exchanges across countries
    that satisfy individual, organizational and
    societal objectives

     Global marketing coordinates activities across


    different
    country markets

     Global marketing is conducted across


    countries

     Global marketing should be motivated by


    individual, organizational and societal goals
    Global Marketing Evolution

    Develop Core
    Core Business Strategy
    Business Strategy

    Internationalize
    the Strategy

    Globalize Country Country Country Country


    the Strategy A B C D
    What is Internationalization ?
    • As the process of increasing involvement
    in international operations.

    Why consider going international ?

    • To increase overall customer base.


    • To offset seasonal fluctuations in local markets
    • To minimize risk of losing market share to clients
    who themselves use internet to find goods /
    services in overseas markets
    • To offset increasing costs of doing business at home
    • To gain prestige with customers at home .
    Internationalization
    Advantage Disadvantage
    • Spreading business risk • cultural and language barriers
    • Opportunity to exploit an existing • exchange rate fluctuations
    competitive edge in new markets • religious beliefs
    • Expansion of brand awareness to • government regulations / policy on
    new audiences profit repatriation
    • Increased revenue generation • political instability
    • Possibility of accessing new • economic downturn.
    technologies / information
    • Business can be conducted via the
    internet thus shortening the
    communication channels between
    customers and markets
    Major International Marketing
    Decisions
    Strategy to enter into International
    Market.
    • Export
    • Involves using domestic plants as a production base for exporting to
    foreign markets.

    • Licensing
    • Has valuable technical know-how or a patented product but does not
    have international capabilities or resources to enter foreign markets

    • Franchise
    • Often is better suited to global expansion efforts of service and
    retailing enterprise by establishing franchise in particular country.
    • Strategic alliance
    • Through strategic alliance you can enter into international
    market.

    • Global strategy
    • Pursue basic strategy world wide.
    • Sell the same products under the same brand
    • Production plants located local efficiencies
    • Best suppliers from anywhere
    • Coordinated marketing and distribution worldwide

    • Multi country strategy


    • Production plants in each country
    – Producing products for that country
    – Using local suppliers where possible
    CHALLENGES to enter
    International market
     While choosing new markets, MNCs
    need to consider several factors:

    1) Micro factor

    2) Macro factor
    Micro factor
    • Political/regulatory environment.
     Tariff barriers - taxes on imports paid
    to customs officials
     Nontariff barriers
    • Financial/economic environment.
    Exchange rate - price of one currency in relation
    to another
     Fiscal policies
     Monetary policy
    • Socio cultural issues and technological infrastructure.
     Understanding the local culture is the most profitable way
    of marketing product and services.
    Macro factor
    • Competitive considerations.

    • Local infrastructure such as transportation &


    logistics network.

    • Availability of mass media for


    advertising is important.
    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.
     Management processes
    - Enhance the global transfer of communications
    - Interchange personnel to gain
    experience abroad
     Headquarters should coordinate and leverage resources
     Permit local managers to develop their own programs within
    defined parameters

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