南京大学MBA国际市场营销.ppt

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Cost-Leadership Low-cost producer Broadly-defined markets Experience curve and scale economy Low prices Barrier 第二百二十二页,共三百四十页。 Differentiation Unique value Broad market Premium price 第二百二十三页,共三百四十页。 Focused Differentiation Narrow target market Unique products Premium price 第二百二十四页,共三百四十页。 Cost Focus Narrow market Lower price 第二百二十五页,共三百四十页。 Strategic Position Variety-based positioning Customer-needs-based positioning Customer-access-based positioning 第二百二十六页,共三百四十页。 Strategic Intent Continuous improvement Continuous innovation Continuous acquisition of new competitive advantage 第二百二十七页,共三百四十页。 Cooperative Strategies 第二百二十八页,共三百四十页。 Cooperative or Competitive? Trade barriers down Markets globalized Consumer needs and wants converged Product life cycles shortened Business environment: dynamism, turbulence, unpredictability 第二百二十九页,共三百四十页。 Global Strategic Partnerships Participants remain independent Share of benefits and control Ongoing contribution Mergers, acquisitions, joint ventures 第二百三十页,共三百四十页。 GSP Attributes Joint long-term strategy, global leadership Reciprocal relationship Global vision and efforts Horizontal alliance Vertical alliance Partners as well as competitors 第二百三十一页,共三百四十页。 GSP Success Factors Mission Strategy Governance Culture Organization Management 第二百三十二页,共三百四十页。 Keiretsu In Japan Cooperative strategy in Japan Interbusiness alliance or enterprise group Bank-ownership of stocks Cross-ownership of stocks The “big six” 第二百三十三页,共三百四十页。 Implications of Chinese Companies Launch GSA from home Developing core competitive advantage Know your partners Be long-term oriented 第二百三十四页,共三百四十页。 Product Decisions 第二百三十五页,共三百四十页。 Product Defined A bundle of physical, service, and symbolic attributes designed to enhance buyers’ want satisfaction Consumer-Business Durable-nondurable 第二百三十六页,共三百四十页。 Products Based on Global Vision National product International product Global product R D cost incentive 第二百三十七页,共三百四十页。 G

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