tata research report
TRANSCRIPT
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OBJECTIVE OF THE PROJECT
Companies undertake International Marketing for a variety of
reasons. Some are pushed by poor opportunities in the home
market, and some are pulled by superior opportunities abroad.
Given the risks of International Marketing, companies need asystematic way to make their International Marketing decisions.
This Project concentrates on major dimensions of global marketing,
the global marketing mix, and managing and leading the global
marketing effort.
A company that fails to go global is in danger of losing its domestic
business to competitors with lower costs, greater experience, better
products, and, in a nutshell, more value for the customer.
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1.1. INTRODUCTION TO GLOBAL MARKETING
We live in a global marketplace. As you read this project, you may be
sitting in a chair imported from Brazil at a desk imported from Denmark
under a lamp from Italy. On your desk you might have a PC clone from
Taiwan, software programmes from India or perhaps a Macantosh
designed in the United States and made in Ireland. Your shoes might
have come from Bulgaria, and the coffee you are sipping could be from
Latin America or from Africa, or tea made in India. In the background you
have on your favorite soft-rock radio station playing a Grateful Dead
record pressed on a Philips of the Netherlands compact disc. You are
planning to go to a Hollywood movie made in LosAngeles and then you
plan to meet friends for dinner at the new McDonald's in town. Welcome
to the new millennium. Yesterday's marketing fantasy has become
today's reality: A global marketplace has emerged.
The world has undergone a complete revolution economically from the
time only 50 years ago when students sitting at their desks would,
perhaps with the exception of the books they were reading, not have anyarticle in their possession that was manufactured more than 75 miles from
where they lived. This project is about global marketing, which is defined
as:
It is the process of focusing the resources (people, money and
physical assets) and objectives of an organisation on global
market opportunities and threats.
The post-World War II decades have been a period of unparalleled
expansion of enterprises into global markets. Two decades ago, the term
global marketing did not even exist. Today, global marketing is essential
not only for the realization of the full success potential of a business, but
even more critically, for the survival of a busines s.
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Following are the steps the company has to keep in its mind while taking
major decisions:
Considering a particular foreign market, its economic,
political-legal and cultural characteristics.
Whether to do business in few or many countries
To decide in which particular market to enter
How to enter the market that is through direct exports,
joint venture or direct investment
The extent to which their product, price, promotion,
distribution should be adapted to individual foreign
markets.
The main aim of doing this project is to get familiar with the strategies a
company adopts to make important international business decisions.
Appraising theinternationalmarketing
environment
Decidingwhether to go
abroad
Deciding onthe marketingprogramme
Deciding on themarketing
organization
Deciding howto enter the
markets
Deciding whichmarkets to
enter
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1.2. ORIENTATIONS OF THE MANAGEMENT IN GLOBAL
COMPANIES
Behavior is based on the thinking of the top management can be
classified in four ways i.e. whether the organization is Ethnocentric,
Polycentric, Geocentric and Region centric.
Ethnocentric:
These companies have strong orientation towards the home country.
They use the home base forstandardized production for export in order to
gain some marginal business. Decision-making is centralized. Ex.
Siemens and GM are ethnocentric.
Polycentric:
These companies have strong orientation towards the host country. They
consider each market to be unique and influenced by income, culture,
laws and politics. Decision-making is decentralized.
Geocentric:
These companies consider the whole rather than any particular country as
the target market. They usually do not identify themselves with a
particular country. They combine centralization and decentralization in the
syntheses that allowssome degree of flexibility. Ex. Colgate -Palmolive.
Region centric:
These companies are powerful only in certain regions. Ex. Frooti is
present in India, Sri Lanka and Nepal .
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1.3. THE STAGES OF DEVELOPMENT OF THE
TRANSNATIONAL CORPORATION
There are five stages in the evolution of the transnational corporation.
These stages describe significant differences in the strategy, worldview,
orientation, and practice of companies operating in more than one
country. One of the key differences in companies at these different stages
is in orientation.
Stage OneDomestic
The stage-one company is domestic in its focus, vision, and operations.
Its orientation is ethnocentric. This company focuses upon domestic
markets, domestic suppliers, and domestic competitors. The
environmental scanning of the stage-one company is limited to the
domestic, familiar, home-country environment. The unconscious motto of
a stage-one company is: "If it's not happening in the home country, it's not
happening." The world's graveyard of defunct companies is littered with
stage-one companies that were sunk by the Titanic syndrome: the belief,
often unconscious but frequently a conscious conviction, that they were
unsinkable and invincible on their own home turf.
The pure stage-one company is not conscious of its domestic orientation.
The company operates domestically because it never considers the
alternative of going international. The growing stage -one company will,
when it reaches growth limits in its primary market, diversify into new
markets, products, and technologies instead of focusing on penetrating
international markets.
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Stage TwoInternational
The stage-two company extends marketing, manufacturing, and other
activity outside the home country. When a company decides to pursue
opportunities outside the home country, it has evolved into the stage-two
category. In spite of its pursuit of foreign business opportunities, the
stage-two company remains ethnocentric, or home country oriented, in its
basic orientation. The hallmark of the stage-two company is the belief that
the home-country ways of doing business, people, practices, values, and
products are superior to those found elsewhere in the world. T he focus of
the stage-two company is on the home-country market.
Because there are few, if any, people in the stage -two company with
international experience, it typically relies on an international division
structure where people with international inter est and experience can be
grouped to focus on international opportunities. The marketing strategy of
the stage-two company is extension; that is, products, advertising,
promotion, pricing, and business practices developed for the home -
country market are "extended" into markets around the world.
Almost every company begins its global development as a stage-two
international company. Stage two is a natural progression. Given limited
resources and experience, companies must focus on what they do best.
When a company decides to go international, it makes sense at the
beginning to extend as much of the business and marketing mix (product,
price, promotion, and place or channels of distribution) as possible so that
learning can focus on how to do business in fore ign countries.
A fundamental strategic maxim is that it is a mistake to attempt to
simultaneously diversify into new customer and new-product/technology
markets.
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The international strategist observes this maxim by holding the marketing
mix constant while adding new geographic or country markets. The focus
of the international company is on extending the home-country marketing
mix and business model.
Stage ThreeMultinational
In time, the stage-two company discovers that differences in markets
around the world demand an adaptation of its marketing mix in order to
succeed. Toyota, for example, discovered the former when it entered the
U.S. market in 1957 with its Toyopet. The Toyopet was not a big hit:
Critics said they were "overpriced, underpowered, and built like tanks."The car was so unsuited for the U.S. market that unsold models were
shipped back to Japan. The market rejection of the Toyopet was chalked
up by Toyota as a learning experience and a source of invaluable
intelligence about market preferences. Note that Toyota did not define the
experience as a failure. There is, for the emerging global company, no
such thing as failure: only learning experiences and successes i n the
constantly evolving strategy and experience of the company.
When a company decides to respond to market differences, it evolves into
a stage-three multinational that pursues a multi-domestic strategy. The
focus of the stage-three company is multinational or in strategic terms,
multi- domestic. (That is, this company formulates a unique strategy
for each country in which it conducts business.) The orientation of
this company shifts from ethnocentric to polycentric.
A polycentric orientation is the as sumption that markets and ways of
doing business around the world are so unique that the only way to
succeed internationally is to adapt to the different aspects of each national
market. Like the stage-two international, the stage-three multinational,
polycentric company is also predictable. In stage-three companies, each
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foreign subsidiary is managed as if it were an independent city -state. The
subsidiaries are part of an area structure in which each country is part of a
regional organization that reports to world headquarters. The stage-three
marketing strategy is an adaptation of the domestic marketing mix to meet
foreign preferences and practices.
Philips and its Japanese competition was dramatic. Matsushita, for
example, adopted a global strategy that focused its resources on serving
a world market for home entertainment products.
Stage FourGlobal
The stage-four company makes a major strategic departure from thestage-three multinational. The global company will have either a global
marketing strategy or a global sourcing strategy, but not both. It will either
focus on global markets and source from the home or a single country to
supply these markets, or it will focus on the domestic market and source
from the world to supply its domestic channels. Examples of the stage-
four global company are Harley Davidson and the Gap. Harley is an
example of a global marketing company. Harley designs and
manufactures super heavyweight motorcycles in the United States and
targets world markets. The key engineering and manufacturing assets are
all located in the home country (the United States). The only Harley
investment outside the home country is in marketing. The Gap is an
example of a global sourcing company. The Gap sources worldwide for
product to supply its U.S. retail organization. Each of these companies is
operating globally, but neither of them isseeking to globalize all of the key
organization functions.
The stage-four global company strategy is a winning strategy if a
company can create competitive advantage by limiting its globalization of
the value chain. Harley Davidson gains competitive advantage because it
isAmerican designed and made, just asBMW and Mercedes have traded
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on theirGerman design and manufacture. The Gap understands the U.S.
consumer and is creating competitive advantage by focusing on market
expansion in the United States while at the same time taking advantage of
its ability to source globally for product suppliers.
Stage FiveTransnational
The stage-five company is geocentric in its orientation: It recognizes
similarities and differences and adopts a worldview. This is the
company that thinks globally and acts locally. It adopts a global
strategy allowing it to minimize adaptation in countries to that which will
actually add value to the country customer. This company does not adapt
for the sake of adaptation. It only adapts to add value to its offer.
The key assets of the transnational are dispersed, interdependent, and
specialized. Take R&D, for example. R&D in the transnational is
dispersed to more than one country. The R&D activities in each country
are specialized and integrated in a global R&D plan. The same is true of
manufacturing. Key assets are dispersed, interdependent, and
specialized. Caterpillar is a good example. Cat manufactures in many
countries and assembles in many countries. Components from
specialized production facilities in different countries are shipped to
assembly locations for assembly and then shipped to customers in world
markets.
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1.4. MARKETING STRATEGIES ADOPTED BY GLOBAL
COMPANIES
Marketing Strategies Adopted by Global Company can be broadly
classified as follows:
1. AGlobal Strategy
It treats the world as a single market. Thisstrategy is warranted when
the forces for global integration are strong and the forces for national
responsiveness are weak. This is true of the consumer electronics
market, for example, where most buyers will accept a fairly
standardized pocket radio, CD player, or TV. Matsush ita has
performed better than GE and Philips in the consumer electronics
market because Matsushita operates in a more globally coordinated
and standardized way.
2. A Multinational Strategy
It treats the world as a portfolio of national opportuni ties. Thisstrategy
is warranted when the forces favoring national responsiveness are
strong and the forces favoring global integration are weak. This is the
situation in the branded packaged -goods business (food products,
cleaning products). Unilever can be cited as a better performer than
Procter & Gamble (P&G) because Unilever grants more decision-
making autonomy to its local branches.
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3. A "Glocal" Strategy
It standardizes certain core elements and localizes other ele ments.
This strategy makes sense for an industry (such as telecommunica-
tions) where each nation requires some adaptation of its equipment
but the providing company can also standardize some of the core
components. Ericsson can be cited as balancing these considerations
better than NEC (too globally oriented) and ITT (too locally oriented).
One of the most successful "Glocal" companies isABB, formed by a
merger between the Swedish company ASEA and the Swiss company
Brown Boveri.
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1.5. MARKETING MIX UNDER GLOBAL MARKETING
A global marketing manger has to take 4 Ps of international
marketing into consideration i.e. the Product, Price, Place and
Promotion.
1.5.1. 1ST P: THE PRODUCT
Product is probably the most crucial element of a marketing program. To
a very important degree a company's products define its business.
Pricing, communication, and distribution policies must fit the product. Its
research and development requirements will depend upon the
technologies of its products. Indeed, every aspect of the ente rprise is
heavily influenced by the firm's product offering.
In the past, managers have been prone to committing (often
simultaneously) two types of errors regarding product decisions in global
marketing. One error has been to fall victim to the " Not Invented
Here" (NIH)syndrome, ignoring product decisions made by subsidiary or
affiliate managers. Managers who behave in this way are essentially
abandoning any effort to influence or control product policy outside the
home-country market. The other error has been to impose product
decisions policy upon all affiliate companies on the assumption that
what is right for customers in the home market must also be right for
customers everywhere.
The challenge facing a company with global horizons is to develop
product policies and strategies that are sensitive to market needs,competition, and company resources on a global scale.
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P ESI
P t si is f t t i i s ss i l l ti .
Shoul ompanyadapt product desi n for arious national markets or
offera singledesign to theglobal market? In some instances, makinga
design change may increase sales. owever, the benefits of such
potential sales increases must beweighedagainst thecost ofchanginga
product s design and testing it in the market. Global marketers need to
considerfourfactors whenmakingproduct designdecisions: preferences,
cost, laws andregulations, andcompatibility.
Preferences
There are marked and important differences in preferences around the
world for factors such as colour and taste. arketers who ignore
preferences do soat theirownperil.
ost
In approaching the issue of product design, company managers must
considercost factors broadly. Ofcourse, theactual cost ofproducing the
product will create a cost floor. Other design-related costs whether
incurredby themanufacturerortheenduserm ust alsobeconsidered.
ompatibility
The last product design issue that must be addressed by company
managers is product compatibilitywith theenvironment inwhich it is used.
A simple thing like failing to translate the user's manual into v arious
languages can hurt sales of home appliances built in America. Also,electrical systems range from to volts and from to cycles.
This means that thedesignofanyproduct poweredbyelectricitymust be
compatiblewith thepowersystem in thecountryofuse.
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Climate
Climate is another environmental characteristic that often demands
compatibility. Many products require tropicalization to withstand humidity,
whereas other products must withstand extreme cold. Many European
automobiles are not suited to the extreme cold winter conditions found in
parts of North America. This is particularly true of cars coming from Britain
and Italy, two countries that do not have extreme winters.
Measuring systems do not demand compatibility, but the absenc e of
compatibility in measuring systems can create product resistance. The
lack of compatibility is a particular danger for the United States, which is
the only non-metric country in the world. Products calibrated in inches and
pounds are at a competitive disadvantage in metric markets. When
companies integrate their worldwide manufacturing and design activity,
the metric-English measuring system conflict requires expensive
conversion and harmonization efforts.
Strategy 1: Product-Communications Extension (Dual Extension)
Many companies employ product-communications extension as a strategy
for pursuing opportunities outside the home market. Under the right
conditions, this is the easiest product marketing strategy and, in many
instances, the most profitable one as well. American companies pursuing
thisstrategy sell exactly the same product, with the same advertising and
promotional appeals used in the United States, in some or all world
market countries orsegments.
Note that this strategy is utilized by companies in stages two, four, and
five. The critical difference is one of execution and mindset. In the stage -
two company, the dual extension strategy grows out of an ethnocentric
orientation; the stage-two company is making the assumption that all
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markets are alike. The company in the fourth or fifth stage does not fall
victim to such assumptions; geocentric orientation allows the company in
stage four or five to thoroughly understand its markets and consciously
take advantage ofsimilarities in world markets.
One of the leading practitioners of this approach is PepsiCo, whose
outstanding robust global performance is a persuasive justification of this
practice. Gillette also recently used this strategy in the worldwide launch
of itsSensor razor, using the advertising theme "The best a man can get."
The product-communications extension strategy has an enormous appeal
to global companies because of the cost savings that are associated with
this approach. The two most obvious sources of savings are
manufacturing economies of scale and elimination of duplicate product
R&D costs. Less well known but still important are the substantial
economies associated with standardization of marketing communications.
For a company with worldwide operations, the cost of preparing separate
print and television ads for each market is a significant marketing
expense. Although these cost savings are important, they should not
distract executives from the more important objective of maximum profit
performance, which may require the use of an adaptation or invention
strategy. As we have seen, in spite of its immediate cost savings, product
extension may in fact result in market failure.
Strategy 2: Product Extension-Communications Adaptation
When a product fills a different need, appeals to a different segment, or
serves a different function under use conditions that are the same or
similar to those in the domestic market, the only adju stment that may be
required is in marketing communications. Bicyclesand motor scooters
are examples of products that have been marketed with this approach.
They satisfy recreation needs in the United States but serve as basic
transportation in many other countries. Similarly, outboard marine
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motors are usually sold to a recreation market in the United States,
whereas the same motors in many foreign countries are often sold to
fishing and transportation fleets. As these examples show, the product
extension-communications adaptation strategy whether by design or by
accident results in product transformation. The same physical product
ends up serving a different function or use than that for which it was
originally designed or created. The appeal of the product extension-
communications adaptation strategy is its relatively low cost of
implementation. Since the product in this strategy is unchanged, R&D,
tooling, manufacturing setup, and inventory costs associated with
additions to the product line are avoided. The only costs of this approach
are in identifying different product functions and revising marketing
communications (including advertising, sales promotion, and point -of-sale
material) around the newly identified function.
Strategy 3: Product Adaptation-Communications Extension
A third approach to global product planning is to extend, without change,
the basic home-market communications strategy while adapting the
product to local use or preference conditions. Note that thisstr ategy (and
the one that follows) may be utilized by companies in stages three, four,
and five. The critical difference, as noted earlier, is one of execution and
mindset. In the stage-three company, the product adaptation strategy
grows out of a polycentric orientation; the stage-three company assumes
that all markets are different. By contrast, the geocentric orientation of
managers and executives in a company in stage four or five has
sensitized them to actual rather than assumed differences between
markets.
Strategy 4: Dual Adaptation
When comparing a new geographic market to the home marker marketers
sometimes discover that environmental conditions of use or consumer
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preferences differ; the same may be true of the function a product serves
or consumer receptivity to advertising appeals. In essence, this is a
combination of the market conditions of strategies 2 and 3. In such a
situation, a company in stage four or five will utilize the strategy of product
and communications adaptation. As was true about strategy 3, stage-
three companies will also use dual adaptation regardless of whether the
strategy is warranted by market conditions, preferences, function, or
receptivity.
Unilever's experience with fabric softener in Europe exemplifies the
classic multinational road to adaptation. For years, the product wassold in
ten countries underseven different brand names with different bottles and
marketing strategies. Unilever's decentralized structure meant that
product and marketing decisions were left to cou ntry managers. They
chose names that had local-language appeal and selected package
designs to fit local tastes. Today, rival Procter & Gamble is introducing
competitive products with a pan-European strategy of standardized
products with single names, suggesting the European market is more
similar than Unilever assumed. In response, Unilever's European brand
managers are attempting to move gradually toward standardization.
Strategy 5: Product Invention
Adaptation and adjustment strategies are effective approaches to
international (stage-two) and multinational (stage-three) marketing, but
they may not respond to global market opportunitie s. Nor do they respond
to the situation in markets where customers do not have the purchasing
power to buy either the existing or adapted product. This latter situation
applies to the less developed part of the world, which includes roughly
three-quarters of the world's population.
Rather than extend or adapt an existing product, it is often necessary to
plan and design for the global market. An example is the rechargeable
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battery market, whose voltage and cycles vary around the world.
Anton/Bauer, a small Connecticut company, offers a portable power
system (batteries and chargers) that will operate anywhere in the world
without adjustments by the user. The charger "knows" or reads the type of
power that it is plugged into and adjusts accordingly. The produ cts
portability creates added value for customers. The Anton/Bauer approach
is to design for the global market: The company manufactures one
product instead of many and thereby keeps costs down. This design
feature enables Anton/Bauer to manufacture one chassis instead of
several, which in turn enables the company to achieve greater economies
ofscale and greater experience. Scale and experience mean lower costs,
and lower costs and higher quality are essential in serving global markets
in the 1990s. The winners in global competition are the companies
that can develop product designs offering the most benefits , which
in turn create the greatest value for buyers. The product invention
strategy frequently means higher levels of product performance and lower
prices, which translate into greater customer value.
In some instances, value is not defined in terms of performance, but
rather in terms of customer perception. Customer perception is as
important for an expensive perfume or champagne as it is for an
inexpensive soft drink. Product quality is essentialindeed, it is frequently
a givenbut it is also necessary to support the product quality with
imaginative, value-creating advertising and marketing communications.
This can be done with a global advertis ing campaign. Most industry
experts believe that a global appeal and a global campaign are more
effective in creating the perception of value than is a series of separate
national campaigns.
When potential customers cannot afford a product, the strategy Indicated
is invention. In other words, a company may need to develop an entirely
new product designed to satisfy the need or want at a price that is within
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the reach of the potential customer. This is demanding, but if product
development costs are not excessive, it is potentially a rewarding product
strategy for the mass markets in the less developed countries of the
world.
Although there are ample opportunities for the application of the invention
strategy in global marketing, it is a strategy that is unfortunately under
appreciated and under utilized. For example, an estimated 600 million
women in the world still scrub their clothes by hand. Soap and detergent
companies have served these women for decades, yet until recently not
one of these companies had attempted to develop an inexpensive
manual-washing device.
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1.5.2. 2ndP: PRICE
In any country, three basic factors determine the boundaries within which
market pricesshould be set. The first is product cost, which establishes a
price floor, or minimum price. While it is certainly possible to price a
product below the cost boundary, few firms can afford to do this for
extended periods of time. Second, competitive prices for comparable
products create a price ceiling or upper boundary. International
competition almost always puts pressure on the prices of domestic
companies. A widespread effect of international trade is to lower prices.
Indeed, one of the major arguments favoring international business is the
favorable impact of international competition upon national price levels
and, in turn, upon a country's rate of inflation. Between the lower and
upper boundaries for every product there is an optimum price, which is a
function of the demand for the product as determined by the willingness
and ability of customers to buy. The interplay of these factors is reflected
in the pricing policies adopted by many Global companies in the mid-
1990s.
A global manager must develop pricing systems and pricing policies that
address these fundamental factors in each of the national markets in
which his or her company operates. The following is a list of eight basic
pricing considerations for marketing outside the home country.
Does the price reflect the product's quality
Is the price competitive
Should the firm pursue market penetration, market skimming, or
some other pricing objective
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hat type of discount trade, cash, uantity) and allowance
advertising, trade-off) should the firm offer its international
customers?
Shouldprices differwithmarket segment?
hat pricing options are available if the firm's costs increase or
decrease? Is demand in the international market elastic or
inelastic?
Are the firm's prices likely to be viewed by the host-country
government as reasonableorexploitative?
Do the foreigncountry's dumping laws poseaproblem?
A firm's pricing system and policies must also be consistent with other
uni uelyglobal constraints. Thoseresponsible forglobal pricingdecisions
must take into account international transportation costs, middlemen in
elongated international channels of distribution, and the demands of
global accounts for equal price treatment regardless of location. In
addition to thediversityof national markets inall threebasicdimensions
of cost, competition, and demand, the international executive is also
confrontedbyconflictinggovernmental taxpolicies andclaims as well as
various types ofpricecontrols. These includedumping legislation, resale
pricemaintenance legislation, priceceilings, andgener al reviews ofprice
levels.
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GLOBAL PRICING STRATEGIES
An effective pricing strategy for international markets is one in which
competition and costs have influenced the pricing decision. Only
examining the price levels of competitive and substitute products in targetmarkets can determine competitive prices. An excellent way to get this
information is to visit the market personally. Once these price levels have
been established, the base price can be determined. The four steps
involved in determining a base price are:
1. Determine the price elasticity of demand. Inflexible demand will
allow for a higher price.
2. Estimate fixed and variable manufacturing costs on projected sales
volumes. Product adaptation costs must be calculated.
3. Identify all costs associated with the marketing program.
4. Select the price that offers the highest contribution margin.
The final determination of a base price can be made only after the other
elements of the marketing mix have been established. These include the
distribution strategy and communication strategy. The nature and length
of channels utilized in the marketing program will affect margins, as will
the cost of advertising and communications. Clearly, the marketing
program has a dramatic effect on the final price of the product.
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GLOBAL PRICING: THREE POLICY ALTERNATIVES
What pricing policy should a global company pursue Viewed broadly,
there are three alternative positions a company can take toward
worldwide pricing.
Extension/Ethnocentric
The first can be called an extension/ethnocentric pricing policy. This policy
requires that the price of an item be the same around the world and that
the importer absorbs freight and import duties. This approach has the
advantage of extreme simplicity because no information on competitive or
market conditions is required for implementation. The disadvantage of this
approach is directly tied to its simplicity. Extension pricing does not
respond to the competitive and market conditions of each national marke t
and, therefore, does not maximize the company's profits in each national
market.
Adaptation/Polycentric
The second pricing policy can be termed adaptation/polycentric. This
policy permitssubsidiary or affiliate managers to establish whatever price
they feel is most desirable in their circumstances. Under such an
approach, there is no control or fixed requirement that prices be
coordinated from one country to the next. The only constraint on this
approach is in setting transfer prices within the corpora te system. Such an
approach issensitive to local conditions, but it does present problems ofproduct arbitrage opportunities in cases where disparities in local market
prices exceed the transportation and duty cost separating markets. When
such a condition exists, there is an opportunity for the enterprising
business manager to take advantage of these price disparities by buying
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in the lower-price market and selling in the more expensive market. There
is also the problem that under such a policy, valuable knowledge and
experience within the corporate system concerning effective pricing
strategies is not applied to each local pricing problem. The strategies are
not applied because the local managers are free to price in the way they
feel is most desirable, and they may not be fully informed about company
experience when they make their decision.
Invention/Geocentric
The third approach to international pricing can be termed
invention/geocentric, Using this approach, a company neither fixes asingle price worldwide nor remains aloof from subsidiary pricing decisions,
but instead strikes an intermediate position. A company pursuing this
approach works on the assumption that there are unique local market
factors that should be recognized in arriving at a pric ing decision. These
factors include local costs, income levels, competition, and the local
marketing strategy. Local costs plus a return on invested capital and
personnel fix the price floor for the long term. However, for the short term,
a company might decide to pursue a market penetration objective and
price at less than the cost-plus return figure using export sourcing to
establish a market. Anothershort-term objective might be to estimate the
size of a market at a price that would be profitable given local sourcing
and a certain scale of output. Instead of building facilities, the target
market might first be supplied from existing higher-cost external supply
sources. If the market accepts the price and product, the company can
then build a local manufacturing facility to further develop the identified
market opportunity in a profitable way. If the market opportunity does not
materialize, the company can experiment with the product at other prices
because it is not committed by existing local manufacturing facilities to a
fixed sales volume.
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For consumer products, local income levels are critical in the pricing
decision. If the product is normally priced well above full manufacturing
costs, the international marketer has the latitude to price below prevailing
levels in higher-income markets and, as a result, reduces the gross
margin on the product. While no business manager enjoys reducing
margins, marginsshould be regarded as a guide to the ultimate objective,
which is profitability. In some markets, income conditions may dictate that
the maximum profitability will be obtained by sacrificing "normal" margins.
The important point here is that in global marketing there is no such
thing as a normal margin
The final factor bearing on the price decision is the local marketing
strategy and mix. Price must fit the other elements of the marketing
program. For example, when it is decided to pursue a "pull" strategy that
uses mass-media advertising and intensive distribution, the price selected
must be consistent not only with income levels and competition but also
with the costs and extensive advertising programs.
In addition to these local factors, the geocentric approach recognizes that
headquarters price coordination is necessary in dealing with international
accounts and product arbitrage. Fina lly, the geocentric approach
consciously and systematically seeks to ensure that accumulated national
pricing experience is leveraged and applied wherever relevant.
Of the three methods, only the geocentric approach lends itself to global
competitive strategy. A global competitor will take into account global
markets and global competitors in establishing prices. Prices will support
global strategy objectives rather than the objective of maximizing
performance in a single country.
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For this reason, channel strategy is one of the most challenging and
difficult components of an international marketing program. Smaller
companies are often blocked by their inability to establish effective
channel arrangements. In larger multinational companies operating via
country subsidiaries, channel strategy is the element of the marketing mix
that headquarters understands the least. To a large extent channels are
an aspect of the marketing program that is locally led through the
discretion of the in-country marketing management group. Nevertheless, it
is important for managers responsible for world marketing programs to
understand the nature of international distribution channels. Distribution is
an integral part of the total marketing program and must be appropriate to
the product design, price, and communications aspects of the total
marketing program. Another important reason for placing channel
decisions on the agenda of international marketing managers is the
number and nature of relationships that must be managed. Channel
decisions typically involve long-term legal commitments and obligations to
other firms and individuals. Such commitments are often extremely
expensive to terminate or change. Even in cases where there is no legal
obligation, commitments may be backed by good faith and feelings of
obligation, which are equally difficult to manage and painful to adjust.
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TARGET ARKETS
The startingpoint in selecting themost effectivechannel arrangement is a
cleardeterminationof the target market forthecompany's marketingeffort
andadeterminationof theneeds andpreferences of the target market.
hereare thepotential customers located?
hat are their informationrequirements?
hat are theirpreferences forservice?
ow sensitiveare they toprice?
These are some of the questions that the channel manager shouldanswer. ustomer preference must be carefully determined because
there is as much danger to the success of a marketing program in
creating too muchutilityas there is increating too little. oreover, each
market must be analysed to determine the cost of providing channel
services. hat is appropriate in one country may not be effective in
another.
hannel strategy in a global marketing program must fit the company'scompetitive position and overall marketing objectives in each national
market. Ifacompanywants toenteracompetitivemarket, it has twobasic
choices.
Oneoption is providing incentives to independent channel agents
that will induce them topromote thecompany's product.
Alternatively, the company must establish company-owned or
franchisedoutlets.
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The process of shaping international channels to fit overall company
objectives are constrained by four factors: customers, products,
intermediaries, and the environment. Important characteristics of each of
these factors are discussed briefly.
Customer Characteristics
The characteristics of customers are an important influence on channel
design. Their number, geographical distribution, income, shopping
habits, and reaction to different selling methods all vary from
country to country and therefore require different channel approaches.
Remember, channels create utility for customers.
In general, regardless of the stage of market development, the need for
multiple channel intermediaries increases as the number of customers
increases. The converse is also true: The need for channel intermediaries
decreases as the number of customers decreases. For example, if there
are only ten customers for an industrial product in each national market,
these ten customers must be directly contacted by either the
manufacturer or an agent. For mass-market products bought by millionsof customers, retail distribution outlets or mail-order distribution is
required. In a country with a large number of low-volume retailers, it is
usually cheaper to reach them via wholesalers. Direct selling that
bypasses wholesale intermediaries may be the most cost -effective means
ofserving large-volume retailers. While these generalizations apply to all
countries, regardless ofstage of development, individual country customs
will vary.
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Product Characteristics
Certain product attributes such as degree of standardizati on,
perishability, bulk, service requirements, and unit price have an
important influence on channel design and strategy . Products withhigh unit price, for example, are often sold through a direct company sales
force because the selling cost of this "expensive" distribution method is a
small part of the total sale price. Moreover, the high cost ofsuch products
is usually associated with complexity or with product features that must be
explained in some detail, and a controlled sales force can do this most
effectively. For example, computers are expensive, complicated products
that require both explanation and applications analysis focused on the
customer's needs. A company-trained salesperson or "sales engineer" iswell suited for the task of creating information utility for computer buyers.
Computers, photocopiers, and other industrial products may require
margins to cover the costs of expensive sales engineering. Other
products require margins to provide a large monetary incentive to a direct
sales force. In many parts of the world, cosmetics are sold door to door;
company representatives call on potential customers. The representatives
must create in the customer an awareness of the value of cosmetics and
evoke a feeling of need for this value that leads to a sale. The sales
activity must be paid for. Companies using direct distribution for consumer
products rely upon wide gross selling margins to generate the revenue
necessary to compensate salespeople. Amway and Avon are two
companies that have succeeded in extending their direct-sales systems
outside the United States.
Perishable products impose special form utility demands on channel
members. Such products usually need relatively direct channels to ensure
satisfactory condition at the time of customer purchase. In less developed
countries, producers of vegetables, bread, and other food products
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typically sell their goods in public marketplaces. In developed countries,
controlled sales forces distribute perishable food products, and stock is
checkedby these sales distributororgani ations toensure that it is fresh
andready forpurchase.
Bulky products usually require channel arrangements that minimi e the
shipping distances and the number of times products change hands
betweenchannel intermediaries before theyreach theultimatecustome r.
Soft drinks and beer are examples of bulky products whose widespread
availability is an important aspect ofaneffectivemarketing strategy.
S l i i i Agents
The selecti n istri tors nd gents in target market is a
criticall im ortant task. A good commission agent or stocking
distributor can make the difference between reali ing ero performance
andperformance that exceeds % ofwhat is expected. At anypoint in
time, some of any company's agents and distributors will be excellent,
others will be satisfactory, and still others will be unsatisfactory and in
needofreplacement.
To find a good distributor, a firm can begin with a list provided by the
Department of ommerceor its equivalent indifferent countries. The local
chamber of commerce in a country can also provide lists, as can local
tradeassociations. It is awasteof time to try to screen the list bymail. Go
to the countryand talk toendusers of theproducts you are selling and
find out which distributors they prefer and why they prefer them. If the
product is aconsumerproduct, go to theretail outlets and findout where
consumers arebuyingproducts similartoyourownandwhy. Twoorthree
names will keep comingup. Go to these twoor three and see whichof
themwouldbeavailable to sign. Before signing, make sure there is
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someone in the organization who will be the key person for your product
who will make it a personal objective to achieve success with your
product.
This is the critical difference between the successful distributor and the
worthless distributor. There must be a personal, individual commitment to
the product. The second and related requirement for successful
distributors or agents is that they must be successful with the product.
Success means that they can sell the product and make money on it. In
any case, the product must be designed and priced to be competitive in
the target market. The distributor can assist in this process by providing
information about customer wants and the competition and by promoting
the product he orshe represents.
The only way to keep a good distributor is to work closely with him or her
to ensure that he orshe is making money on the product. Any distributor
who does not make money on a line will drop it. It is really quite simple. In
general if a distributor is not working out, it is wise to terminate the
agreement and find another one. Few companies are large enough to
convert a mediocre distributor or agent into an effective business
representative. Therefore, the most important clause in the distributor
contract is the cancellation clause. Make sure it is written in a way that will
make it easy to terminate the agreement. There is a myth that it is
expensive or even impossible to terminate di stributor and agent
agreements. Some of the most successful global marketers have
terminated hundreds of agreements and know success is based on their
willingness to terminate if a distributor or agent does not perform.
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The key factor is performance: If a distributor does not perform, he
or she must either shape up or be replaced.
Environmental Characteristics
The general characteristics of the total environment are a major
consideration in channel design. Because of the enormous variety of
economic, social, and political environments internationally, there is a
need to delegate a large degree of independence to local operating
managements or agents.
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1. . . th P PROMOTION
arketing communications the promotion P of the marketing mix
refers toall forms of communications that organi ations use toestablish
meaning and influence buying behavior among existing and potential
customers. arketing communications should be designed to tell
customers about thebenefits andvalues that aproduct or serviceoffers.
Theprincipal forms ofmarketingcommunications that is/ theelements of
thepromotionmix, are
Advertising,
Personal selling,
Publicityand
Sales Promotion.
All of these elements can be utili ed in global marketing; however, the
environment in which marketing communications programs are
implementedcanvary fromcountry tocountry.
Advertising may edefinedasanysponsored, paidcomm nication
placed ina mass-medi m vehicle.
Advertisingplays amore important communicationrole in themarketing
of consumer products than industrial products. Frequently purchased,
low-cost products generally require heavy advertising support. ot
surprisingly, consumerproducts companies top the list ofbigadvertising
spenders.
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GLOBAL PROMOTION STRATEGIES
Companies can run the same advertising and promotion campaigns used
in the home market or change them for each local market, a proce ss
called communication adaptation. If it adapts both the product and thecommunication, the company engages in dual adaptation. There are 3
approaches that a global company can use in advertisements:
First Approach
The first approach is to consider the message. The company can
change its message at four different levels. The company can use onemessage everywhere, varying only the language, name, and colors.
Exxon used Put a tiger in your tank with minor variations and gained
international recognition. Colours might be changed to avoid taboos in
some countries. Purple is associated with death in Burma and some Latin
American nations; white is a mourning color in India; and green is
associated with disease in Malaysia. Even names and headlines may
have to be modified. When Clairol introduced the Mist Stick, a curling
iron, into Germany, it found that mist isslang for manure. Few Germanswanted to purchase a manure stick. The Dairy Association brought its
got Milk advertising campaign to Mexico only to find that the Spanish
translation read, Are you lactating When Coors put its slogan turn it
loose, into Spanish, it was read by some as suffer from diarrhoea. In
Spain, Chevrolet's Nova translated, as it doesn't go." A laundry soap ad
claiming to wash really dirty parts was translated in French -speaking
Quebec to read a soap for washing private parts.
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Second Approach
The second Approach is to use the same theme globally but adapt the
copy to each local market. For example, Camay soap commercial showed
a beautiful woman bathing. In Venezuela, a man was seen in the
bathroom; in Italy and France, only a man's hand wasseen; and in Japan,
the man waited outside. Danish beer company, Carlsberg, goesso far as
to adapt copy not to countries but to individual cities and even neighbour
hoods within those cities. The 151-year-old Danish beer is available in
more than 140 countries around the world, but because of the
competitiveness and maturity of the U.S. market, it has to take a local tack
in its approach to win new customers who aren't familiar with the brand.All advertisements feature the same single image of the Carlsberg bottle,
along with a humorous message about the specific city.
Third Approach
The third approach consists of developing a global pool of ads, from
which each country selects the most appropriate one . Coca-Cola and
Goodyear use this approach. Finally, some companies allow their country
managers to create country-specific ads within guidelines, of course.
Kraft uses different ads for Cheez Whiz in different countries, given that
household penetration is 95 percent in Puerto Rico, where the cheese is
put on everything; 65 percent in Canada, where it is spread on morning
breakfast toast; and 35 percent in the United States, where it is
considered a junk food.
The use of media also requires international adaptation because media
availability varies from country to country. Norway, Belgium, and France
do not allow cigarettes and alcohol to be advertised on TV. Austria and
Italy regulate TV advertising to children. Saudi Arabia does not want
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advertisers to use women in ads. India taxes advertising. Magazines vary
in availability and effectiveness; they play a major role in Italy and a minor
one in Austria. Newspapers have a national reach in the United Kingdom,
but the advertiser can buy only local newspaper coverage in Spain.
Marketers must also adapt sales-promotion techniques to different
markets. Greece prohibits coupons, and France prohibits games of
chance and limits premiums and gifts to 5 percent of product value.
People in Europe and Japan tend to make inquiries via mail rather than
phonewhich may have ramifications for direct mail and other sales -
promotion campaigns. The result of these varying preferences and
restrictions is that global companies generally assign sales promotion as
a responsibility of local management.
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2.1. OMPANY PROFI E -TATA
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TATA GROUP
For over 130 years Tata name had been synonymous with leadership in
industry, ethical business practices and an ongoing commitment to
quality. The Tata Group had fueled the nations growth and prosperity bycontributing significantly to Indias core sectors and has emerged as a
leading force in the new economy.
2.2. VISION OF TATA INTERNATIONAL
As the international business gateway of the Tata Group, we are the
driving force behind the emergence of the Tata name as a global brand.
Augmenting the existing product portfolio of the group, we leverage our
reach to offer quality products and services around the globe, sourced
from the most competitive regions worldwide.
It is our commitment to our vision of creating and exciting, empowered
and know ledged Rich Corporation, which propels our continuous
exploration of new horizons.
2.3. ACHIEVEMENTS IN THE LAST 5 YRS
1995-96
1996 First engine produced by Tata Cummins in January 1996.
LPT 2516 vehicle fitted with Tata Cummins engine launched on March
4, 1996.
Tata Sumo Deluxe launched.
Tata Holset's turbo charger plant inaugurated on November 25, 1996.
688 acres of land at Dharwad (Karnataka) were allotted forAu to and
CEBU Units, in Dec 1996.
Concorde Motors Ltd., a Joint Venture was established between Tata
Engineering and Jardine International Motors (Mauritius) Ltd.
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1997-98
1997 Industrial Entrepreneurs Memorandum was filed for taking up
manufacture ofspecial purpose vehicles and construction equipment at
Dharwad in Jan 1997.
Management Services Division of the Company was transferred to the
wholly owned subsidiary of Tata Engineering - Tata Technologies (I) Ltd,
inApr 1997.
Tata Sierra Turbo launched.
100,000th Tata Sumo rolled out.
The commercial vehicle, LPT 909 introduced.
1998 Tata Safari - India's first Sports Utility vehicle launched in Jan 1998.
Concorde MotorsLtd., a Joint Venture between Tata Engineering and
Jardine International Motors (Mauritius) Ltd. was appointed as dealer
for the Company's passenger cars in several cities across the country,
in Feb 1998.
Two millionth vehicle rolled out.
Collaboration with Hitachi, Japan, for manufacture of Series V
excavators to replace Series I & III machines, in Mar 1998.
Indica, India's first fully indigenous car, launched in Dec 1998.
Telco Construction Equipment Company Ltd. (TELCON) came into
being as a subsidiary of Tata Engineering, in Dec 1998.
1999
1999 An overwhelming 115,000 bookings for Indica were made against full
payment within a week, in Jan 1999.
New TATA Logo unveiled. The company would hereafter be called "
Tata Engineering".
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Commercial production of Indica begins and first car issold.
Construction Equipment Business Unit is transferred to TELCON.
In Oct 1999, the Company won the National award for R&D Efforts in
Development of Indigenous Technology in the Mechanical Engineering
Industries Sector instituted by Department of Scientific a nd Industrial
Research, Ministry ofScience and Technology for the year 1999.
2000
2000 Order for 500 Nos. of Tata Indica received for Malta. First batch of 160
Nos. exported in Jan 2000.
Indica with Bharat Stage II (Euro II) compliant diesel engine launched in
Feb 2000.
Machine Tools and Growth Divisions, Axle Division and Transmission
Division of Tata Engineering transferred to newly formed subsidiaries
Telco Automation Ltd., HV Axles Ltd. and HV Transmission Ltd.
respectively on March 31 2000.
The Automobile Business Unit was restructured into Commercial
VehiclesBusiness Unit and Passenger CarBusiness Unit, in Mar 2000.
Tata Engineering bagged the National Award for successful
commercialization of indigenous technology by an industrial concern for
the year 2000, for the indigenous development and commercialization of
Tata Indica, in Mar 2000.
Utility vehicles with Bharat Stage II (Euro II) compliant engine launched,
in Mar 2000.
Indica 2000, Bharat Stage II (Euro II) compliant with Multi Point Fuel
Injection petrol engine launched, in Apr 2000.
Tata Engineering selected for the "Good Corporate Citizen Award" by
Bombay Chamber of Commerce and Industry for the year 1999-2000.
The award was received later in April 2001.
Tata Engineering received the "All India Trophy for Highest Exports" for
the year 1998-99 in the Capital Goods Exports- Non- SSI category, from
Engineering Export Promotion Council (EEPC) on May 31, 2000.
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Tata Engineering was awarded the EEPC Regional Top Exporter's
Trophy in the category of 'Units registered with DGTD/ SIA/ Textile
Commissioner etc.' for engineering exports in the year 1998 -99 on
November 10, 2000.
Second prize- "Central Pollution Control Board Award for Environment
Protection" was bagged by Tata Engineering at ENVIRO
INTERNATIONAL, 2000 which was jointly organized by TAFCON
Projects (India) Ltd. and Royal Dutch Jaarbeurs, Netherlands, in Pragati
Maidan, Delhi from September 27 to 29, 2000.
Launch of CNGBuses in December, 2000.
Launch of 1109 vehicle(11 Ton GVW).
Hitachi inducted as an equity partner for TELCON undershareholder's
agreement with Tata Engineering.
2001
2001 The next generation of Indica, Indica V2 launched in January, along with
2 new models- DLS in Diesel and LSI in the Indica 2000 range.
100,000th Indica rolled out in March.
Launch of CNG Indica in June.
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2. . SINESS SECTORS
[Rs. illion]
TataGroupfigures
The TataGroup operates business in seven key industry sectors. The
chart below illustrates how, inpercentage terms, Tatacompanies ineach
of these sectors contribute to theoverall makeupof thegroup. The table
that follows shows thegroup's sector-wise financial performance.
Year Total
turnover
Sales
turnover
Valueof
assets
Gross
block
PAT Exports
-01 ,12, 06 ,00,623 , ,341 3, 2, 38 10, 82 65,120
1999-00 3,86,071 3,71,535 4,17,381 3,29,014 19,873 50,170
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Materials
Engineering
Energy
Chemicals
Year Total
turnover
Sales
turnover
Value of
assets
Gross
block
PAT Exports
2000-01 93,150 92,016 1,05,088 1,24,338 5,631 8,735
1999-00 83,542 8,25,79 1,04,245 1,18,275 4,213 8388
Year Total
turnover
Sales
turnover
Value of
assets
Gross
block
PAT Exports
2000-01 1,14,280 1,12,869 72,753 73,988 -5,236 7,879
1999-00 1,14,851 1,12,542 76,952 69,722 953 6,981
Year Total
turnover
Sales
turnover
Value of
assets
Gross
block
PAT Exports
2000-01 38,138 35,221 64,519 50,854 3,967 914
1999-00 32,389 28,490 62,114 42,926 4,712 501
Year Total
turnover
Sales
turnover
Value of
assets
Gross
block
PAT Exports
2000-01 28,627 25,774 35,668 30,757 1,409 1,477
1999-00 31,345 29,630 34,386 31,048 1,434 1197
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Consumer products
Services
It can be inferred from the above chart that the major inflow to the
company comes from the Tata Engineering sector, which is the most
important, and profit-making sector of the Tata Empire.
Year Total
turnover
Sales
turnover
Value of
assets
Gross
block
PAT Exports
2000-01 45,437 44,020 50,153 18,593 248 4696
1999-00 50,538 48,194 34,188 18,898 2,231 4,810
Year Total
turnover
Sales
turnover
Value of
assets
Gross
block
PAT Exports
2000-01 44,988 43,552 86,382 33,818 -2,267 8,686
1999-00 38,495 36,239 79,542 31,278 2,212 7,450
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2.5. TATA ENGINEERING
Established in 1945, Tata engineering manufactured steam locomotives
at Jamshedpur in eastern India. By 1954, the company had diversifiedinto manufacturing of commercial vehicles through collaboration with
Daimler Benz. By the time the collaboration ended 1969, Tata
Engineering had become an independent producer of medium
commercial vehicles (mcv) with negligible export content. It had also
developed the capability of fully designing, testing and manufacturing
such vehicles
Currently the largest automobile company in India, Tata Engineeringranks among the top ten commercial vehicle producers in the world.
The transition of Tata Engineering from being a pre -dominantly
commercial vehicle manufacturer to a complete automobile company
began in the early 1990s with the launch of the sports utility vehicle, Tata
Sierra and the estate car, Tata estate. The insights gained into the
customers needs in these markets led to the development of the world
classsports utility vehicle the TATASAFARI LAUNCHED IN 1998.
Soon after they launched Tata Safari, Tata Engineering made an
aggressive foray into the main line passenger car market with its small
car, the Tata Indica. The Indica fulfils the Tata Group Chairman Ratan N
Tatas vision of developing and manufacturing a truly Indian car that
would use modern technology and contemporary styling of the small car
genre. It went out to set a benchmark in terms of internal spaciousness
and pricing.
Automobiles accelerating globalization
Globalization is a two-way process and to benefit from this Indian firms
have to exploit global opportunities. The automobile sector can make a
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difference if Indian firms act with foresight. In 2000, global trade in
automobile products totaled $549 billion, 10 per cent of all the global
trade.Also the automobile industry creates enormous employment and it
has substantial spillover benefits on industrialization and regional
development.
Currently, the global automobile industry is undergoing a major
reorientation. Four clear trends, which are inter-related and intertwined,
are discernible. Global automobile firms are segmenting into two distinct
product markets low priced cars and premium segment cars with intense
competition in both segments. The strategy is to make many variants
using the same platform
A far-reaching network facilitates exports of automobiles to countries in ,
Europe
South east Asia
West Asia
Australia
Africa
South America
Strengths of TATA Engineering
Worldwide marketing and distribution network
Sourcing and supplying production services
Vendor identification, development and partnering
Shipping, logistics and warehousing management
Expertise in trade laws and regulations of various countries
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Expertise in import and export documentation
Risk management
Ability to raise finance from banks and financial institutions
both in India and overseas
Expertise in international financial transactions
Facilitating technology transfers, joint ventures and strategic
alliances
In Tatas ongoing quest to improve customer satis faction and to meet
market demand they constantly seek out opportunities for growth, change
and renewal of existing businesses.
Tata launched itself into the markets with the commercial vehicles i.e.
trucks and busses in 1960 with the markets mainly; Afri ca, Europe,
Malaysia, Dubai etc. It re-launched itself with the passenger cars in the
year 1998, with Indica and Safari having the main markets as Europe
Italy the diesel and the petrol versions.
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3.1. HY DOES A COMPANY GO GLOBAL?
There are a number of objectives of international business but the primary
and the basic of them being;
1. Learning and Product Development:
Today every organization is a learning organization. Also it has to
continuously be in touch with the competition in the market. Hence it has
to do the up gradation of the existing products eventually whenever
required.
When one enters international markets, one comes across other
competitors from other countries. One is therefore exposed to competition
from other countries. Domestic goods have to match international
standards to remain in competition, not only with respect to product, cost
and quality but services as well. Therefore, one gets an opportunity to
learn and develop or improvise new products.
2. Brand building for other products
In international markets, if the company is competent enough to beat the
rivals in the field, it not only creates a goodwill and image of the product it
is promoting but it also opens avenue for promotion of other line of
products manufactured by the company. It not only helps in brand building
of the company but also assists in promotion of its product mix.
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3. Capacity utilization and providing cushion for domestic
recessions/ slow downs
International markets also help in full capacity utilization. it therefore helps
in meeting domestic recession and slow down , thus avoiding retrenchment
ofstaff and reduction in theirsalaries and wages.
4. Foreign exchange earnings
Products launched in international markets also assist in earning precious
foreign exchange for the country, thus the company can import advanced
accessories or gadgets and technology.
5. Quality improvement and cost reduction
The precious foreign exchange earned can be thus be utilized for quality
improvement of the existing products to stay in international business and
subsequently import know-how technology to develop new products.
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3.2. MARKET SELECTION STRATEGY
Following is the model that Tata adopts to decide upon which country has
the potential car market and the perspective customers.
MARKET ATTRACTIVENESS MATRIX
Attributes Grading Rating ScaleProduct
0 1 2 3 4 5
Country stability 3 - - - - 4 - 3*4=12
Market 5 - - 2 - - - 5*2=10
Ease of entry 10 - - - 3 - - 10*3=30
Competitors 2 - - - - 4 - 2*4= 8
TOTAL 60
The above given is a hypothetical example of the selection criteria Tata
adopts in order to explore the new markets. Tata has developed its own
criterion, which is known as Market Attractiveness Matrix. This Matrix
depends on four basic factors i.e. Country stability, Market conditions,
Ease of entry, Competitors.
The above matrix is the way of deciding whether the markets are feasibleor not and whether the Company should explore the markets.
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There are 4 major aspects to this matrix, Country Stability, Markets, and
Ease of entry, our competitors. An already weighed scale or a standard is
given to these attributes to which the actual studied ratings are multiplied.
Example:
Consider any market not explored by the Tatas. An already established
criterion is looked at, which has 4 constraints. Say the standard country
stability of the company as feasible to them is 3, but the Country stability
of the place that is to be analyzed is coming up to 4. So this 4 is multiplied
to the standard figure of 3 and hence 12 is what the company arrives at.
Similarly, the other constraints as, the market ease of entry and the
competitors are dealt with. This is totaled up and if the total of t he
potential market lies anywhere between 50 and 81 these are considered
to be favorable and are explored. The figures of 50 and 81 are already
the set standards established by the company
The criteria taken into consideration are broadly classified as:
Country stability: Economic parameter
GDP Growth rate
Infrastructure
Unemployment
Fiscal deficit
Current account
Market:
Market size
Growth Rate
Number of players (competitors)
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Ease of entry: Government Regulations
Imports
Training requirements
Technical requirements or competence
Local manufacturing base/support
Legal manufacturers.
Our competitors: Benchmarking
Products
Brands
After locating the market a strategy is devised to find the entry. A network
of importer distributor and dealer is selected after studying their credit
worthiness, financial capability, their experience and standing in theindustry.
The importers and distributors of the potential country, Indicating the
market size, pricing, other costs and taxes and profitability including
competition and expected market share, work out a detailed market plan.
A dealer in the Tatas is chosen on the basis of the marketing plan
submitted by the dealers to the company.
Following is the method by which volumes to be exported are calculated
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MARKETING PLAN:
Marketsize
Total car market (90000 cars)
Retail price ($10,000)
Cost Insurance Freight (CIF) ($5000)
Profitability ($100)
E.g. Market share = 5% of the total market size
I.e. 5% of 90,000 = 4,500 cars.
Hence volumes mount to a sale of approximately 4,500 cars annually.
Importer distributor dealer afterselection carry out necessary advertising
and sales promotion through audio, video and pint media. The distributors
also carry out the required market research by the principals as to what is
the market share, the retail pricing of a unit, competitors, trends of the
market, fashion, customer profile, product profile etc.
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4.1. TATA VENTURING IN ITALY
Italy Italia) is a republic in the south of Europe,
consisting of a boot-shaped peninsula together with
two large islands in the editerraneanSea: Sicilyand
Sardinia.
Thecapital is Rome, but theeconomiccapital is ilan in thenorth. Other
important cities include indecreasingorderofpopulation) aples, Turin,
Palermo, Genoa, Bologna, Florence and Venice. The peninsula is
extended among Tyrrhenian Sea, Ionian Sea, andAdriatic Sea. Italy is
oneof thecountries that use the Eurocurrency; its national bank is Banca
d'Italia, betterknownas Bankitalia.
Italy is well-known for its art, culture, and several monuments, among
them the leaning towerof Pisaand theRoman olosseum, as well as for
its food pi a, pasta, etc.), wine, and lifestyle elegance, design and
friendliness.
Its history is perhaps the most important one for the cultural and social
development of the editerraneanareaas awhole. This countryhas had
an important prehistoricactivity, andarcheological sites canbe found im
many regions: LazioandToscana Etruscanpeople), Umbria, Basilicata.
After agnaGraecia, Etruscan civilization and Roman Empire, and the
medieval umanism, the Renaissance indeed shaped the whole of
western art history and Rome contains some of the most important
examples of the Baroque. Today Italy is considered a leading reference
point forelegance, food, wine, cultur e, cinema, theatre, literature, poetry,visual arts, music notablyOpera), holidays, andgenerally speaking, for
taste.
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Italy became a nation-state belatedly - in 1861 when the states of the
peninsula and Sicily were united under king Victor Emmanuel II of the
Savoy dynasty, hitherto ruler of Piedmont and kings of Sardinia. Rome
itself remained for a decade under the Papacy, and became part of the
Kingdom of Italy only in 1870, final date of the Italian unification. Vatican
is now an enclave, like San Marino.
The Fascist dictatorship ofBenito Mussolini that took over in 1922 led to a
disastrous alliance with Nazi Germany and Japan, and Italian defeat in
World War II. In 1946 a referendum on the monarchy resulted in the
establishment of a republic.
Italy was a charter member of NATO and the European Economic
Community (EEC) and joined the growing political and economic
unification of Western Europe, including the introduction of the Euro in
1999. Persistent problems include illegal immigration, the r avages of
organized crime (mafia), corruption, high unemployment, and the low
incomes and technical standards of southern Italy compared with the
more prosperous north.
Italy has a diversified industrial economy with approximately the same
total and per capita output as France or the United Kingdom. This
capitalistic economy (still mitigated by a wide presence of state and
governmental influences) remains divided into a developed industrial
north, dominated by private companies, and a less developed agric ultural
south, with substantial unemployment.
Most raw materials needed by industry and more than 75% of energy
requirements are imported. Forseveral years Italy has adopted budgets
compliant with the requirements of the European Monetary Union (EMU);
representatives of government, labor, and employers also agreed to an
update of the 1993 "social pact," which has been widely credited with
having brought Italy's inflation into conformity with EMU requirements.
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Italy has been urged to work to stimulate employment, promote wage
flexibility, hold down the growth in pensions, and tackle the informal
economy. Economicgrowthwas 1.3% in1999andwas expected toedge
up to2.6% in2000, ledby investment andexports.
Football is themainnational sport. Italyhas won theFootball orld up
three times: 1934, 1938and1982. Someofworld's best football players
and teams come from Italy. The latter includeA. . ilan, In ter ilanoFC,
A.S. Roma, S.S. Lazio also from Rome), uventus from Turin), and
Fiorentina fromFlorence).
GEOGRAPHY OF ITALY
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Area:
Total: 301,230 sq km
Land: 294,020 sq km
Water: 7,210 sq km
Languages:
Italian (official);
German (parts of Trentino-Alto Adige region are predominantly
German speaking; official in the province ofBolzano);
French (small French speaking minority in Valle d'Aosta region;standard French is official only in the Valle d'Aosta).
Slovene (Slovene-speaking minority in the Trieste-Gorizia area).
Sardinian (in the island ofSardinia), now partly official;
Ladin (in the Dolomite mountains, between Trentino -AltoAdige and
Veneto), connected with Swiss Romansh; official only in the part
enclosed in the province ofBolzano, together with German;
Friulian (in the Friuli region), presentssimilarities with Ladin.
Other local minorities:
Catalan (in the town ofAlghero, Sardinia).
Albanian (villages in Calabria and Sicily);
Greek (ancient dialects in villages of Calabria).
ECONOMY OF ITALY:
The Italian economy has changed dramatically since the end of World
War II. From an agriculturally based economy, it ha