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