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Review of Global Marketing Management
Sandy McantireJonathan Peters
Zhibin WangJanuary 9 2012
Summary:1. Global market and relative conceptions 2. Global market analysis3. Global market strategy:4. Current issues and cases
Global market conceptions
Changing globe: What’s global market:• Why go to global market:
Changing globe:
Change the transportation and communication technology; E-commerce changes all models business and national; end of the capitalism/socialism struggle; capital movements replaced trade levels; production “uncoupled” from employment
What’s global market:
A “homogenous global village”, Levitt advised organizations to develop standardized , high-quality world
products and globe using standardized advertising, pricing, and
distribution(p.8,global marketing management by warren J. Keegan).
Why go to global market:Access to products not available at home; get raw materials for products; better quality of life; comparative advantage; mature market at home; under utilitized capacity; leverage competitive advantage; compete in home market of others. Cases: Ghana and south Korea.
Global market analysis Micheal porter’s five forces
National competitive advantage analysis.( porter’s diamond of national advantage)
Factor condition:
The national ability to customers for the industry’s product or service. Human resources, Physical resources, Knowledge resources, Infrastructure and Capital
Demand condition
The nature of domestic demand and the sophistication of domestic for the industry’s product or service.Rapid home market growth , Push or Pull , Composition of demand , Pattern of growth at home
Relative and supporting industries
The existence or absence in the country of supplier and related industry that are also internationally competitiveThe advantage that a nation gains by being home to internationally competitive industries in fields that are related to, or in direct support of, other industries
Company strategy, strategy, and rivalry
The conditions in the nation that govern how companies are created, organized, and managed, and how intensely they compete domestically.
• CostCost– LeadershipLeadership– FocusFocus
• DifferentiationDifferentiation– ProductProduct– FocusedFocused
Global Marketing Strategy
• Broad market strategies– Cost leadership—low price– Product differentiation—premium price
• Narrow market strategies– Cost focus—low price– Focused differentiation—premium price
Global Marketing Strategy
• Building Layers of Advantage– Build a wide portfolio of advantages– Develop portfolios by establishing layers on top of one
another– Move along the value chain to strengthen competitive
advantage
• Searching For Loose Bricks– Search for opportunities in the defensive walls of
competitors whose attention is narrowly focused – Focused on a market segment– Focused on a geographic area to the exclusion of others
Global Marketing Strategy
Global Marketing Strategy
• Changing The Rules of Engagement• 4 Cs of Partner Selection
• Complementary skills• Cooperative cultures• Compatible goals• Commensurate levels of risk
Current Issues
Economic FreedomCorruption & Foreign Corrupt Practices ActCurrency Rate ChangesTariffsIntellectual Property ProtectionFair Trade
Stages of Market Development
Low-Income CountriesLow-Income Countries
High-Income CountriesHigh-Income Countries
86% of the 86% of the world’s world’s populationpopulation
• There is Money at the BOP• BOP Markets are brand & value
conscious• BOP Market is connected• BOP Customers accept
advanced technology readily• Ease of access to BOP markets
Philosophy for Developing Products and Services for BOP market
• The basic economics of the BOP market are based on – small unit packages– low margin per unit – high volume– high return on capital employed
FORTUNE AT THE BOTTOM OF THE PYRAMID, Prahalad
Anheuser-Busch
Global Advertising StrategyContemporary Relevance
SPEAKS TO “Consumer’s Heart”Knows my language- relevant to my lifestyle
Brand QualitySPEAKS TO “Consumer’s Head”Value perception
Anheuser-Busch Brand Development BasicsBrand Development Basics
RightRight ProductProduct
RightRight ImageImage
Right Right ProfitProfit
Right Right DistributionDistribution
Cautionary Tales
Nike:Nike was forced to recall thousands of pairs of Air Bakin, Air BBQ, Air Grill, and Air Melt shoes because of a decoration intended to resemble fire on the back of the sneakers. Unfortunately, when viewed from right to left (which is the way Arabic is read), the flames resembled the Arabic world for Allah. Muslims saw this as a desecration on two levels: 1) the name of Allah may not be used on a product, and 2) Arabic tradition deems that the foot is unclean. Facing worldwide protests and boycotts, Nike implemented an enormous recall of the expensive sneakers.
Kiss, Bow, or Shake Hands 2nd Edition, 2006, Terri Morrison and Wayne A. Conaway
Discussion
Miller Time is the “MILLER WAY”Miller Time is the “MILLER WAY”Rooted in the “urban cool” mindset
Globalmiller.com website
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