global marketing - success, failures and strategy
TRANSCRIPT
GLOBAL MARKETING
1. A marketing strategy that
consciously addresses global
customers, markets, and competition in
formulating a business strategy.
GLOBAL MARKETING
2. (Consumer behavior definition) An approach to international strategy that argues for marketing a product in essentially the same way everywhere in the world.
“Vuela en cuero,”
“Fly in Leathers”
“Vuela en cuero,”
“Fly Naked”
Pinto
Brazilian Slang
Pinto
Male Genitals
Mist Stick
Mist Stick
Manure Stick
Turn it Loose!
Suffer from
Diarrhea
Ke-Kou-Ke-La
“Bite the wax tadpole”
“Female horse wax”
Ko-kou-ko-le
Happiness in
The mouth
We Bring
You Back
To Life
We Bring
Your
Ancestors
Back To
Life
Global Marketing
Competition
Global Customers Markets
3,100 Stores Worldwide
Why Global Marketing
To Survive
and Grow
To Diversify
Product and
Market Portfolios
and Improve
Competitiveness
To Capitalize on
the Attractiveness
of Additional
Country Markets
To Operate
Within a Global
Marketplace
1. Learn to satisfy consumers in diverse
conditions;
1. Manage marketing tasks more efficiently
and effectively;
1. Preempt or counter competitive attacks
in more than one market;
1. Expand customer base to include
developed and developing nations
Why Global Marketing : To Survive and Grow
1. Effects of seasonal and cyclical fluctuations in one market offset by others
2. Diversification increases market size and enhances economies of scale
Why Global Marketing : To Diversify Product and Market Portfolios and Improve Competitiveness
1. Accommodate unlimited growth
2. Expand market size by expanding into other countries
3. Maurice G. Hardy: Why expand into other countries? A. Keep competitors in their own countries; b. Take advantage of growing opportunities in Europe and the Asia Pacific
Why Global Marketing : To Capitalize on the Attractiveness of Additional Country Markets
1. Goods, services, capital, technology, and labor are going global;
2. Reduced government restrictions are affecting global marketing;
3. Bilateral and multilateral negotiations are reducing restrictions
Why Global Marketing : To Operate Within a Global Marketplace
Mode of Engagement
Exporting
1. Direct Exporting
2. Indirect exporting
Mode of Engagement
Direct Exporting
Company sells
directly to
customers of
another country
Mode of Engagement
Indirect Exporting
Company sells
using
intermediaries
to the customers of
another country
Mode of Engagement
Mode of Engagement
Mode of Engagement
Mode of Engagement
Mode of Engagement
Money invested in companies,
porperty or other assets by people or organizations from
other countires
:
Using the ANSOFF Product/Market Growth Matrix choose a strategy in growing and expanding Lambanog. Choose a country. Explain why?
WORKSHOP
Orly Ballesteros, CPM-Asia
www.linkedin.com/in/orlyballesteros/
Thank You Very Much!