functional area excellence

International Business Strategy

LON301BUS

Functional Area Excellence

Unit: 5 Knowledgecast: 1

• Communicate an in-depth understanding of the complexity of the environment and its applications on decision-making process

• Assess current developments in the organisational environment and alternative responses related to strategy

Module Learning Outcomes

Marketing in the International FirmInternational Business Environment

GlobalMarketing Strategy

International Marketing Program

Standardisation vs Adaptation

Standardisation

• Similar market segments exist across countries

• Customers seek similar features

• Products have universal specifications

• Business customers have converging expectations

Adaptation

• National Preferences• Laws and regulations• Living standards and

economic conditions• National Infrastructure

Global Brand

“A brand whose positioning, advertisingstrategy, look and personality arestandardised worldwide.”

– (Cavusgil et al, 2007:520)

Top Global Brands, by Region (2007)Company Brand Value

(US$bn)Country of Origin

Asian BrandsToyotaHondaSamsung

24.815.815.0

JapanJapanSouth Korea

European BrandsNokiaMercedez-BenzBMW

26.520.017.1

FinlandGermanyGermany

US BrandsCoca-ColaMicrosoftIBM

67.559.953.4

USAUSAUSA

International Marketing Communications

• International Advertising• International Promotional Activities• Global Account Management

Ethical Dimensions

• Develop and align products/services to create greater value for society

Sustainable income for suppliers Provided needed products for poor consumers Product disposal

• Communicate an in-depth understanding of the complexity of the environment and its applications on decision-making process

• The business environment ‘surrounds’ the international marketing strategy

• Assess current developments in the organisational environment and alternative responses related to strategy

CSR and Corporate citizenship is a growing factor in the development of international marketing strategies.

Knowledgecast Summary

Regular Assignment – Presentations

Your module tutor will allocate you a time to makeyour assessed presentation during this session.

Seminar

Regular Assignment – Presentations

Your module tutor will allocate you a time to make your

assessed presentation during this session.

Group Activity