functional area excellence
DESCRIPTION
International Business Strategy LON301BUS. Functional Area Excellence. Unit: 5 Knowledgecast: 1. Module Learning Outcomes. Communicate an in-depth understanding of the complexity of the environment and its applications on decision-making process - PowerPoint PPT PresentationTRANSCRIPT
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