《international marketing strategies》.ppt

* * * * * ch6/* GLOBAL STRATEGIES Session 5 ch6/* Lecture outline Appreciate the various aspects of globalisation Compare and contrast the alternative global strategies Identify the challenges that firms face in developing a global presence ch6/* Drivers of ‘Globalisation’ Market access Market opportunities Industry standards Sourcing Products services Technology Customer requirements Competition Cooperation Distribution Communication Company’s strategy, business programmes and processes ch6/* BENEFITS OF GLOBAL SOURCING Cheaper labour rates Better or more uniform quality Access to the best technology, innovation and ideas Access to local markets Economies of scale advantages Lower taxes and duties Potentially lower logistics costs More consistent supply ch6/* THE INTERNATIONALCOMPETITIVE POSTURE MATRIX Source: Adapted from Gogel, R and Larreche, JC (1989) ch6/* ALTERNATIVE WORLD WIDE STRATEGIES ch6/* DEGREES OF STANDARDISATION OR ADAPTION Marketing Objectives and Strategies More readily standardised Marketing Mix Products most easily standardised Promotion less so Distribution and pricing difficult to standardise Operational activities The more operational the decision, the more likely it will be differentiated ch6/* CONTINUUM OF STANDARDISATION Pricing Distribution Sales Force Sales Promotion Product Image Objectives Strategy Differentiation Standardisation ch6/* GLOBALISATION PUSH PULL FACTORS Source: Meffet and Bolz (1993) in Hallibuton and Hunerberg (eds) European Marketing Readings and Cases Addison Wesley 1993 ch6/* FORCES DRIVINGA MULTI-DOMESTIC APPROACH Industry standards remain diverse Customers continue to demand locally Being an insider remains critically important Global organisations are difficult to manage Management myopia ch6/* TRANSNATIONAL STRATEGIES Transnational companies aim to build three strategic capabilities: Global scale efficiency and competitiveness National level responsiveness and flexibility Cross market capacity to leverage le