Global Marketing

Management:
Planning &
Organization
Globalization has impacted businesses in a significant way. Many companies
are now operating in multiple countries, creating complex challenges and
opportunities for global marketing.
Understanding Global Marketing Management

Global Perspective Strategic Planning Cross- Cultural Communication

Global marketing management requires Developing global marketing strategies
an understanding of diverse cultures, involves analyzing international market Effective communication is crucial for
markets, and consumer preferences. opportunities, identifying target customer building relationships with international
segments, and formulating competitive customers, partners, and stakeholders.
advantages.
Analyzing the Global Environment
Thorough analysis of the global environment is crucial for
successful international marketing. This involves
understanding the political, economic, social, technological,
environmental, and legal factors (PESTLE) that can impact
business operations.

Businesses must consider factors like political stability,

economic growth, cultural nuances, technological
advancements, environmental regulations, and legal
frameworks to make informed decisions.
Assessing Global Market Opportunities
Identifying and evaluating potential markets is crucial for successful global expansion.

Market research and analysis help companies identify opportunities, understand market trends, and assess competition.

Analyzing factors like market size, growth potential, consumer behavior, and regulatory environment is essential.
Developing Global Marketing Strategies
Market Analysis
Conduct thorough research to understand the target market, competition, and cultural nuances.

Target Audience
Define the specific customer segments you want to reach in each global market.

Value Proposition
Articulate the unique benefits and value your products or services offer to global customers.

Competitive Advantage
Identify and leverage your strengths, such as superior quality, innovation, or cost leadership, in each market.

Marketing Mix
Develop a tailored marketing mix for each global market, considering product adaptation, pricing strategies, distribution cha nnels, and communication approaches.
Choosing Entry Modes for Global Markets
1 Exporting 2 Licensing
A simple approach, starting with selling existing products Granting a foreign company the right to manufacture and sell a
abroad. This requires minimal investment and allows for testing product. This option offers low risk and can be suitable for
international waters. companies with strong brand recognition.

3 Joint Ventures 4 Foreign Direct Investment (FDI)

Collaborating with a local partner to share resources, expertise, Establishing wholly-owned subsidiaries or acquiring existing
and risks. This can be a good option for entering complex foreign companies. This strategy signifies a high commitment
markets with unique cultural nuances. and requires substantial investment.
Effective Global Market
Segmentation
Segmentation involves dividing global markets into distinct groups of
customers. These groups share similar needs and wants, making it easier for
companies to tailor their marketing efforts.

Effective segmentation helps companies target specific customer segments

with tailored marketing campaigns. This leads to increased sales, customer
satisfaction, and improved marketing ROI.
Targeting Global Customers

Market Research Segmentation

Identify target segments in different regions Divide global markets into distinct groups
based on demographics, psychographics, and based on shared characteristics to tailor
buying behavior. marketing efforts.

Targeting Positioning
Select specific segments with the greatest Communicate the value proposition and
potential for success based on market differentiate products in the minds of global
analysis. consumers.
Positioning Products/Services Globally
Positioning refers to creating a unique and memorable image of a product or service in the minds of target customers. It is essential to adapt
positioning strategies for global markets, considering cultural differences, competitive landscapes, and consumer preferences .

Value Proposition
1
Clearly define the value proposition for each market.

Brand Personality
2
Establish a consistent brand personality across regions.

Competitive Differentiation
3
Highlight unique features and benefits compared to competitors.

Effective global positioning requires a deep understanding of local cultures, consumer behavior, and competitive dynamics. By tailoring positioning
strategies to specific markets, companies can create a strong brand presence and build lasting relationships with customers around the world.
Developing Global Marketing Programs
Product & Service Adaptation Integrated Marketing Communication (IMC)

Global marketers adapt their offerings to meet specific needs

and preferences of different markets. IMC is a strategy that coordinates all marketing communication
activities to ensure consistency and maximize impact.
Consider cultural factors, regulatory requirements, and local
tastes.
IMC helps deliver a unified message across different channels,
such as advertising, public relations, and social media.
Pricing Strategies for Global Markets

25%
Cost- Plus
Pricing based on production cost

30%
Value- Based
Reflecting product benefits and customer value

40%
Competitive
Benchmarking against competitors

Marketers use various strategies to optimize pricing for international markets.

Pricing is influenced by factors like exchange rates, taxes, and tariffs.

Distribution Strategies for Global
Reach
Direct Exporting Indirect Exporting
Companies directly sell their Companies use intermediaries,
products to customers in foreign such as distributors or agents, to
markets. sell their products in foreign
markets.

Foreign Direct Investment Licensing & Franchising

(FDI)
Companies establish a physical Companies grant other companies
presence in foreign markets, the right to use their brand,
through wholly -owned technology, or know-how in foreign
subsidiaries, joint ventures, or markets.
acquisitions.
Integrated Global Marketing Communication

Integrated global marketing communication involves

coordinating all marketing activities, from advertising and
public relations to social media and direct marketing, to create
a consistent brand message across all channels.

This unified approach ensures that every customer touchpoint

delivers a clear and compelling brand experience, enhancing
brand awareness, fostering customer loyalty, and driving sales.
Adapting the Global Marketing Mix
Adapting the global marketing mix is crucial to successful international marketing. It involves modifying the four Ps: produc t, price, promotion, and place to
suit the unique needs of each global market.

Product Adaptation
1 Modifying product features to meet local preferences.

Pricing Strategies
2
Considering factors like currency fluctuations and local competition.

Promotional Strategies
3
Tailoring marketing messages to cultural nuances.

Distribution Channels
4
Optimizing logistics and partnerships for efficient reach.

By adapting the marketing mix, businesses can effectively target consumers in diverse global markets, build brand loyalty, and drive profitable growth.
Organizing for Effective Global
Marketing

Centralized Structure Decentralized Structure

A single headquarters controls all global Regional offices handle marketing decisions,
operations, providing consistency and control. allowing for localized adaptation to unique
market needs.

Matrix Structure International Division

Combines centralized and decentralized A dedicated division focuses on international
elements, fostering collaboration and marketing activities, ensuring specialized
coordination. expertise.