INTERNATIONAL MARKETING MANAGEMENT

SESSION 15:

DEVELOPING GLOBAL MARKETING STRATEGIES:

BROAD-BASED STRATEGIES

1

BROAD-BASED STRATEGIES

Hybrid Strategies

Hybrid Strategies

e.g. Unilever, Sarah Leee.g. Akzo-Nobel

2

Globally Coordinated Strategies

Globally Coordinated Strategies

Locally Responsive Strategies

Locally Responsive Strategies

e.g. P&G

Henkel Nestlé

MULTI-DOMESTIC BROAD-BASED STRATEGIES

ADVANTAGES Broad Market Position Market Responsiveness Localized Market Power

CHALLENGES Inconsistent National Brand

Identities How to Leverage Position Across

Markets

3

GLOBALLY INTEGRATED STRATEGIES

ADVANTAGES Global Coverage Uniform Identity and Strategy Fit with Global Customers Cost Economies

CHALLENGES Design and Development of Global

Products Building Management Capabilities Achieving Integration Loss of Local Adaptability

4

BUILDING GEOGRAPHIC POSITION VIA STRATEGIC ALLIANCES

5

Advantages/Objectives

Acquire missing resources (or reduce costs)

Broaden geographic scope

Build competitive advantage

Limitations

Difficult to manage

Partial control

ASSESSING GEOGRAPHIC COVERAGE

EmperorsEmperors

KingsKingsKnightsKnights

CrusadersCrusaders

GeographicCoverage

Nb. of Countries

GeographicCoverage

Nb. of Countries

Market PositionNb and Strength of

Brands

Market PositionNb and Strength of

Brands

HiHi

LoLo

HiHi

LoLo

6

77

DIFFERENT TYPES OF ALLIANCES

Country 3

Firm C

Country 2

Firm B

Manufacturing

R & D

Marketing& Sales

Manufacturing

R & D

Marketing & Sales

Manufacturing

R & D

Marketing& Sales

R&D-BASED ALLIANCESR&D-BASED ALLIANCES

Country 1

Firm A

DIFFERENT TYPES OF ALLIANCES

PRODUCTION-BASED ALLIANCESPRODUCTION-BASED ALLIANCES

Country 2

Firm B

Manufacturing

R & D

Marketing& Sales

Manufacturing

R & D

Marketing & Sales

Country 1

Firm A

8

99

DIFFERENT TYPES OF ALLIANCES

MARKETING-BASED ALLIANCESMARKETING-BASED ALLIANCES

Country 2

Firm B

Manufacturing

R & D

Marketing& Sales

Manufacturing

R & D

Marketing & Sales

Country 1

Firm A