the global marketplace by gavin, lisbeth, maura, orlando, trixie
TRANSCRIPT
The Global Marketplace
By Gavin, Lisbeth, Maura, Orlando,
Trixie
Agenda
Looking at global
marketing environment
Whether to go
global
Which markets to enter and
how
Deciding on the global marketing
program and organization
McDonalds
The International Trade System
• Trade System Regulations
• Tariffs/Quotas/Exchange Controls/Nontariff Trade Barriers
• The World Trade Organization (WTO)
• General Agreement on Tariffs and Trade (1947)
• WTO (1955)
• Regional Free Trade Zone
• Economic Communities (Free Trade Zones)
• European Union (EU)
• North American Free Trade Agreement (NAFTA)
• Central American Free Trade Agreement (CAFTA)
• Union of the South American Nations (UNASUR)
Cultural Environment
The Impact of Culture on Marketing Strategy
The Impact of Marketing Strategy on Cultures
Political-Legal Environment
• Attitude towards International Buying and Selling
• Political Stability
• Government Bureaucracy
• Monetary Regulations
Economic Environment
• Industrial Structures
• Subsistence Economies
• Raw Material Exporting Economies
• Emerging Economies
(Industrializing Economies)
• Industrial Economies
• Income Distribution
• Low/Medium/High Income Households
Deciding Whether to Go Global
Local
• Advantages: Easier and safer
• Disadvantage: Increase competition
Global
• Advantages: Opportunity for growth
• Disadvantages: “One-size-fits-all” approach
Deciding Which Markets to Enter• How Many Countries to Enter?
• What types of countries To Enter
• Products
• Geography
• Population
• Income
• Political Climate
Deciding How to Enter the Market • Exporting
• Indirect and Direct exporting
• Joint Venturing
• Licensing
• Contract Manufacturing
• Management Contracting
• Joint Ownership
• Direct Investment
Deciding on the Global Marketing
Product• Three strategies are used for adapting a product:
1. Straight product extension – marketing a product without making
any changes to it• Pros: Involves no additional product development costs, manufacturing
changes or promotion changes
• Cons: Can be costly in the long-run if products fail to satisfy consumers in
a specific global market
2. Product adaptation – adapting a product to meet local conditions,
needs, or wants
3. Product invention – creating a new product or service to match the
local environment
PROMOTION•Communication Strategy
•Home Market Use
•Localized Marketing
•Cultural Adjustments
•Communication Adaptation
•Differentiation Among Ads
•Media Internationally
Deciding on the Global Marketing
Deciding on the Global Marketing Organization
Price•Poor countries (High vs Low Prices)
•Additional costs
•Modified products
•New brands with affordable price
•Internet Global Pricing
Steve Madden Steve Madden: Madden Girl
Deciding on the Global Marketing Program
Distribution Channels• Whole Channel View• Global Value Delivery Network
• Nation to Nation Variations• Intermediaries• New Distribution Structures
International seller
Channels between nations
Channels within
nations
Final user or buyer
1. Companies manage international marketing in three steps:2. Organize an Export Department 3. Create an Internal Division 4. Become a Global Organization
• Geographical organizations - Country managers are responsible for sales people, sales branches, distributors, and licensees in their respective countries.
• World product groups - Each operating unit is responsible for worldwide sales of different product groups.
• International subsidiaries - Each unit is responsible for their own sales and profits.
Deciding on the Global Marketing Organization
MCDONALDS
•Product
•Promotion
•Price
•Distribution Channels