商务英语课件globalization.pptVIP

Globalization Q: when you go shopping, what would you like to choose, unknown or well-known brand? Internal or multinational brand? And why? (sportswear) You may consider it from the following aspects: quality; price; workmanship; trendy/stylish design; professional; wide product range; brand awareness; status symbol; after-sales services guaranteed, etc. ⅠMaking brands global What is globalization of a brand? some globally successful brands: McDonald, KFC, Volkswagen, Marlboro, Nokia, PG, General Electric, Dell, etc. How does a brand globalize itself? product localization/adaptation ⅡProduct adaptation Q1: Why are there so many multinational companies in the way of product adaptation? Q2: According to you, what specific methods can be employed to realize adaptation? Definition of localization 1 produce: product; material; techniques; supply 2 marketing (marketing mix: 4ps-price; product; promotion; place) 3 distribution channel: dealer 4 R D: centers 5 management: HR 6 others: education; community welfare; political support; ties with local government. Advantage of localization 1 cost 2 experience 3 image 4 global competitiveness 5 market share and high-margin Ⅲ Globalization and localization Ⅳ Different ways to enter foreign markets Franchise: franchisor/franchisee (Bonnych; Pizza’s Hut ) Joint-venture Wholly-owned subsidiary Mergers acquisitions examples: Ericsson and Sony; IBM and Lenovo 1 假设1：技术能力越强的企业，会越优先选择独资经营方式。 2 假设2：财务能力越强的企业，会越优先选择独资经营方式 3 假设3：营销能力越强的企业，会越优先选择独资经营方式。 Q: Please list some examples and have a careful discussion about strong and weak points of above mentioned ways. Vocabulary:?adaptation本土化, to add value, business plan, to centralize, economies of scale, to expand, franchise, globalization, joint venture, know-how, licensing agreement / arrangement, local knowledge, ownership, pay-off, to retain (control), returns, risk-free, takeover, target market, wholly-owned (subsidiary), world