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7/28/2019 Global Marketing Presentation - Unitedworld School of Business
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7/28/2019 Global Marketing Presentation - Unitedworld School of Business
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Global
Marketing
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InHongKong
,aGermanbusinesspersonisdrivinga
Lexus;heswe
aringBrunoM
aglishoes,Irishcashme
re
socks,anAr
manisuit,with
aGuccibelt.H
ehasaMont
Blancpen,inhisItaliansh
irt.Hesgoing
tomeetan
Americaninve
storataKFCrestaurant,fo
raCoke.After
lunch,theystop
foraBaskin-R
obbins(actuallyaforeign
firm)ice
creamsundae.
---OK,that
sastretch.
Whenhegetshome,
sittingonano
ttoman,hehas
an
Absolutvodka
nightcap,whilelistenin
gtoAmerican
countrywestern
music.
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Conception
Pricing
Promotion
Distribution ofIdeas, goods andServices
AMAs Definition :
MarketingPlanning
and
Executing
To createexchanges thatsatisfy individualand
organizationalObjectives
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The coordinated performance ofmarketing activities to create exchangesacross countries that satisfy individual,organizational , and societal objectives
Global marketing is conducted acrosscountries (not domestic or foreign)
Global marketing coordinates activitiesacross different country markets
Global marketing should be motivated byindividual, organizational and societal goals
GlobalMarketing
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Core Business Strategy
Country
A
Country
B
Country
C
Country
D
Develop Core
Business Strategy
Internationalize
the Strategy
Globalize
the Strategy
Global Marketing Evolution
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What isInternationalization ?
As the process of increasing involvement in internationaloperations.
Why consider going international ?
To increase overall customer base.
To offset seasonal fluctuations in local markets
To minimize risk of losing market share to clients who
themselves use internet to find goods / services in
overseas markets
To offset increasing costs of doing business at home
To gain prestige with customers at home .
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Internationalization
Advantage
Spreading business risk
Opportunity to exploit an existingcompetitive edge in new markets
Expansion of brand awareness tonew audiences
Increased revenue generation
Possibility of accessing new
technologies / information
Business can be conducted via theinternet thus shortening thecommunication channels betweencustomers and markets
Disadvantage
cultural and languagebarriers
exchange rate fluctuations religious beliefs
government regulations /policy on profit repatriation
political instability
economic downturn.
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Major International MarketingDecisions
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RE-INTERNATIONALIZATION
Why Internationalization fail.
What is Re-Internationalization.
- Network relation- Unique resource and capability- Change in management global.
Three main set which driven theRe-Internationalization.
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Strategy toenter intoInternationalMarket.
Export Involves using domestic plants as a production base for exporting to
foreign markets.
Licensing
Has valuable technical know-how or a patented product but does nothave international capabilities or resources to enter foreign markets
Franchise
Often is better suited to global expansion efforts of service andretailing enterprise by establishing franchise in particular country.
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Strategic alliance Through strategic alliance you can enter into international market.
Global strategy Pursue basic strategy world wide.
Sell the same products under the same brand
Production plants located local efficiencies Best suppliers from anywhere
Coordinated marketing and distribution worldwide
Multi country strategy Production plants in each country
Producing products for that country Using local suppliers where possible
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CHALLENGES to enter Internationalmarket
While choosing new markets,MNCs need to consider severalfactors:
1) Micro factor
2) Macro factor
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Micro factor
Political/regulatory environment.
Tariff barriers - taxes on imports paid
to customs officials - include
Nontariff barriers
Financial/economic environment.
Exchange rate - price of one currency in relation to another
Fiscal policies
Monetary policy
Socio cultural issues and technological infrastructure.
Understanding the local culture is the most profitable way of marketing product and
services.
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Macro factorCompetitive considerations.
Local infrastructure such astransportation & logisticsnetwork.
Availability of mass media foradvertising is important.
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What
is
Channel Management ?
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CHANNEL MANAGEMENT
involves the strategy;development and alignment ofchannels or customer inter
faces, across your marketing,sales and services.
It is term that business orsupplier of products usesvarious marketing techniques
and sales strategy to reach the
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It creates the formulized programs for selling
servicing the customers within specific channels
can really impact your business. Customized a
channel management program which includes-
Goals
Policies
Products
Sales and marketing programs
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No longer can a business rely
simply on good Customerrelations or word of mouth tomaintain or improve revenue.
Possibilities for marketing a product
or service grow seemingly eachday, and keeping track of all ofthese disparate marketing avenues
is not an easy chore.That is why the concept
of channel management has
become so prevalent in marketing.-
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Optimal channel management drives growth and
profit- This program addresses the needs ofconsumer goods and services companies sellingthrough wholesalers and retailers;
Business-to-business firms working through
independent distributors and sales representativefirms;
Retailers seeking to improve efficiency in an
increasingly competitive marketplace; and
Intermediaries seeking to preserve their role in anincreasingly fluid channel structure.
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Reduce cost
Improve customer relations
Increase revenue
Building the high performing
sales force
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Implementing Global
MarketingSuccess will come from a balance between local andregional / global concerns.
Think globally, act locally is the operative phrasefor global marketers competing in country markets.
Product choices should consider individual markets as
well as transfer products from one region to another.
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Localizing Global Marketing
Management processes- Enhance the global transfer of
communications- Interchange personnel to gain experience
abroad Headquarters should coordinate and leverage
resources Permit local managers to develop their own
programs within defined parameters
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Organization structures
- The shift to global accountmanagement Corporate culture
- The world is not one single market- Plan and execute programs on a
worldwide
basis
- A global Identity favors no specificcountry
C O i
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Campus Overview
907/A Uvarshad,GandhinagarHighway,Ahmedabad 382422.
Ahmedabad
Kolkata
Infinity Benchmark,10th Floor, Plot G1,Block EP & GP,Sector V, Salt-Lake,Kolkata 700091.
Mumbai
Goldline BusinessCentre LinkwayEstate,Next to Chincholi FireBrigade, Malad (West),
Mumbai 400 064.
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Thank You