国际商务策略竞争分析英文.pptx

Competitivestrategies:

Globalvs.local?ProfessorDanielF.Spulber1

Globalcompetitivestrategies

TheG5 Platformstrategy NetworkStrategy Intermediarystrategy Entrepreneurstrategy Investmentstrategy2

Home,supplier,partner,andcustomercountriesofcompetitors–differencesassourcesofcompetitiveadvantageDifferencesinglobalvalueconnectionDifferencesinproducts,brand,technologyDifferencesinimpactsofpolitical,legalandregulatoryclimate–tradeagreements,homecountrypoliciesDesignglobalcompetitivestrategiesforcompetitiveadvantageGlobalcompetitivestrategies3

GlobalcompetitivestrategiesCompetitiveadvantagemustberelativetobothglobalandlocalcompetitors:UnileverinUS:Breyers,BenandJerry’s,GoodHumor,Klondike,PopsicleNestléinUS:DreyersThegreaticecreambattle4

GujaratCooperativeMilkMarketingFederation(GCMMF):Indiaslargestfoodproductsmarketingorganization.TwomillionfarmersinthecooperativeSlogan:“AtasteofIndia”PRICE:10rupees(20cents):100milliliterAmulicecreamversus 80milliliterHindustanLeverKwalityWallvanillaicecreamADVERTISINGCOSTS:Amul:1%ofsalesversus HindustanLever:10-15%ofsalesonadvertisingUNILEVERinIndia–KwalityWallHindustanLeverfacessuccessfullocalcompetitor5

Umbrellabrands:

Nestléproductsinthesuper-market.

Someproductscarrybothglobalbrandandlocalbrand.6

GlobalplatformstrategyTheglobalchallenge Globalmarketsize:standardization Localdifferentiation:customizationStrategy:Determinebestcombinationofglobalandlocalactivitiesforcompetitiveadvantage7

Forcescallingforglobalproducts(standardization):ConvergenceincustomerpreferencesandincomeacrosstargetcountrieswitheconomicdevelopmentandtradeCompetitionfromsuccessfulglobalproductsInternationalbrandawarenessCostbenefitsfromstandardizationFallingcostsoftradewithgreaterglobalizationGlobalplatformstrategy8

Forcescallingforlocalproducts(cu