国际商务策略竞争分析英文.pptxVIP

Competitive strategies: Global vs. local;Global competitive strategiesThe G5;Home, supplier, partner, and customer countries of competitors – differences as sources of competitive advantage Differences in global value connection Differences in products, brand, technology Differences in impacts of political, legal and regulatory climate – trade agreements, home country policies Design global competitive strategies for competitive advantage;Global competitive strategies;Gujarat Cooperative Milk Marketing Federation (GCMMF): Indias largest food products marketing organization. Two million farmers in the cooperative Slogan: “A taste of India” PRICE: 10 rupees (20 cents): 100 milliliter Amul ice cream versus 80 milliliter Hindustan Lever Kwality Wall vanilla ice cream ADVERTISING COSTS: Amul: 1% of sales versus Hindustan Lever: 10-15% of sales on advertising;Umbrella brands:Nestlé products in the super-market.Some products carry both global brand and local brand.;Global platform strategy;Forces calling for global products (standardization): Convergence in customer preferences and income across target countries with economic development and trade Competition from successful global products International brand awareness Cost benefits from standardization Falling costs of trade with greater globalization;Forces calling for local products (customization): Differences in customer preferences and income across target countries Build local brand recognition Competition from successful domestic products Regulatory requirements (quality, safety, technical specifications, domestic content) -- EU product standards High costs of trade create separate markets ;Global platform strategy;Business sells 10 units each in Country A and in Country F Unit costs – economies of scale  Two local products at 10 units each $ 30/unit Global product at 20 units $ 20/unit Price company can charge per unit: Global product: $80/unit in each country Two local products: $95/unit in ea