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Tapping into global markets
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1
TAPPING INTO GLOBAL MARKETS
Alfonso Gabriel A. VegaAteneo School of Medicine and Public
Health
Top 10 Concepts
Outline: Tapping into global markets involves
1. Competing in a global basis2. Knowing when to jump3. Which market to get feet wet in4. How to get our feet wet5. Marketing Program
Outline: Tapping into global markets involves
6. Communications7. Product Adaptation8. Country Images and consumer
perceptions9. Marketing Organization10. Pricing
Concept 1:
Competing in a global basis
Global industry
Global firm
Kotler: ABBLocal: San MiguelMedical: multinational pharmaceuticals
Concept 2:
Deciding whether to go abroad
Decision making and Internationalization process
Kotler: BillabongLocal: San Miguel BeerMedical: Medical City
Concept 3:
Which market to get feet wet in
Potential markets
Kotler: Danone in IndiaLocal: Procter & Gamble and sachetsMedical: HPV vaccination
Concept 4:
How to get our feet wet
Exporting, licensing, joint ventures, and direct investment
Kotler: MAGLocal: McDonald’sMedical: Braun
Concept 5:
Determining the marketing program
Standardized vs adaptive Consumer behavior
Concept 5:
Determining the marketing program
Kotler: Red Bull
Local: Unilever, P&G
Medical: St. Lukes Medical Center
Concept 6:
Communications
Standardized vs adaptive
Kotler: Nike Chamber of FearLocal: JollibeeMedical: The Medical City
Concept 7:
Product Adaptation
Regional Country City Retailer
Concept 7:
Product Adaptation
Kotler: Disneyland Paris
Local: Unilever product sachets
Medical: flavored multivitamins
Concept 8:
Country Images and consumer perceptions
Effect of image on tourism and commerce
Distinct customer beliefs
Concept 8:
Country of origin effects and consumer perceptions
Kotler: Japan and automobiles
Local: Philippines and nurses
Medical: Unilever
Concept 9:
Marketing Organization
Export department International Division Global Organization
Concept 9:
Marketing Organization
Kotler: Sony
Local: San Miguel Beer
Medical: GlaxoSmithKline
Concept 10:
Pricing
Uniform Market-based Cost-based
Kotler: MicrosoftLocal:Mcgraw-HillMedical: Essential Drug Pricing
Summary: Tapping into global market involves…
1. Competing in a global basis2. Knowing when to jump3. Which market to get feet wet in4. How to get our feet wet5. Marketing Program
Summary: Tapping into global market involves…
1. Competing in a global basis2. Knowing when to jump3. Which market to get feet wet in4. How to get our feet wet5. Marketing Program
Summary:Tapping into global markets is…6. Communications7. Product Adpatation8. Country Images and consumer
perceptions9. Marketing Organization10. Pricing
To conclude: Global Markets
A global firm requires
Specific objectives, policies and strategies
To capture potential markets
22
TAPPING INTO GLOBAL MARKETS
Alfonso Gabriel A. VegaAteneo School of Medicine and Public
Health
Top 10 Concepts