451 global marketing
TRANSCRIPT
Global Marketing
Manish KumarSanujeet MohantyPragnya MohantyPrasant ShankerAnsula MohantyKumar Adarsh
Global Marketing Defined
• … the coordinated performance of marketing activities to create exchanges across countries that satisfy individual, organizational , and societal objectives
Why Should Firms Engage in Global Marketing?
• To Survive and Grow– Learn to satisfy consumers in diverse conditions– Manage marketing tasks more efficiently and effectively– . Expand customer base to include developed and developing nations
• To Diversify Product and Market Portfolios and Improve competitiveness– . Effects of seasonal and cyclical fluctuations in one market offset by
others– Diversification increases market size and enhances economies of scale
Significance of global marketing.
• Domestic markets are saturated• Recover the investments faster• Rapid technical growth.• Effect of globalization and reduction of
boundaries.
Multinational Phase
• After WWII, MNC’s from US & Europe expanded into Asia, Europe and Latin America.
• Parent company maintained nominal control over subsidiaries
• Manufacturing & marketing of products were localized to meet local demands
• Foreign markets needs are subordinate to the home markets
Global Phase• Theodore Levitt’s “Globalization of markets”
highlighted the merits of standardization – Noted the convergence of world markets
• Selling standardized products in standardized methods all over the world
• Centralized core competence activities– R&D, Manufacturing, Management, etc– E.g.: Semiconductors, Software, Boeing etc
The impact of environmental forces on global marketing
• Economic environment.• Political environment.• Social and cultural environment.• Legal and regulatory environment.• Technological environment.
How to be a global company?
• To become a global company a company has to use the "Four P's of marketing.“
Product Local Content LawPrice Government Approval for Price Changes Promotion Permissible Budget Determined by
Local Authorities Place Mandated Distribution Channel or
Territory
Methods of entering a new market
• Direct exports• Indirect exports• Licensing• Joint ventures• Internationalization
Direct exports
• Companies sells their goods through middle men located in foreign countries
• More control over distribution channel • Open their own sales offices. • Examples:• Textiles • Goa –wines• Auto parts
Indirect exports
• Exporting through a domestic intermediary • Brokers , export managers, agents • Minimum risk• Marble stones in Rajasthan
Licensing
• Form of providing access to a patent or trade mark to some other company by charging a fee or royalty
• Companies with strong brand names • Pharmaceutical industries
Joint ventures
• Foreign company invites a local company to become an equity partner share risk
• Have access to indepth knowledge of the local market
Internationalization
• Entry modes and timings. • Maturity stage – start exports • More exports – technology transfer and new
products • More new products –threat to domestic
companies • Govt –protectionism • Non tariff barriers
Closing Thoughts
• Going global will stretch and mold company resources into a globally effective marketing organization.
• Global Managers will have to select the right entry strategies, decide on tradeoffs between localization or global standardization to achieve the optimal local responsiveness and global scale of economies.
• When Going global, it is better to take help from experts for market entry, market research & international Financing
ReferencesBusinessKnowledgeSource.comhttp://businessknowledgesource.com/marketing/how_global_marketing_differs_from_international_marketing_026282.htmlsurefirewealth.comhttp://www.surefirewealth.com/article/detailarticle.php?id=2058FAO CORPORATE DOCUMENT REPOSITORYhttp://72.14.235.132/search?q=cache:NM1F
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