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Global Market Expansion Strategies

The document discusses several strategies for global market expansion, including standardizing products to achieve economies of scale in production, locating plants to take advantage of cost advantages in different markets, leveraging technology across markets, undertaking worldwide marketing efforts, competing through cost subsidization, adapting products for local markets, using local distribution channels, and projecting a strong global image. It also discusses direct marketing approaches like mail order catalogs, coupons, telephone marketing, print ads, television, radio, and the internet as an interactive and personalized way to reach customers directly. Direct marketing allows for a focused approach, is cost effective, and allows measuring the impact of marketing variables.

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Se Sathya
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72 views5 pages

Global Market Expansion Strategies

The document discusses several strategies for global market expansion, including standardizing products to achieve economies of scale in production, locating plants to take advantage of cost advantages in different markets, leveraging technology across markets, undertaking worldwide marketing efforts, competing through cost subsidization, adapting products for local markets, using local distribution channels, and projecting a strong global image. It also discusses direct marketing approaches like mail order catalogs, coupons, telephone marketing, print ads, television, radio, and the internet as an interactive and personalized way to reach customers directly. Direct marketing allows for a focused approach, is cost effective, and allows measuring the impact of marketing variables.

Uploaded by

Se Sathya
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Global market expansion strategies

 Standardize products-this gives you economy scale of production


     

 Locate plants to maximize system-wied advantage( offshore cost


     

advantage)
 Leverage technology across multiple markets ( do research in the main
     

centre and apply the products in other markets)


       Undertake world wide marketing efforts
       Compete with rivals  through cost subsidization from main plant
       Product adaptation (mcdonald having various menu for each country)
       Value addition done locally
       Use local distribution channel
       Project a strong global image-pepsi, coke, microsoft
most on line  sales promotions are targeted at consumersand are used in
combinations with advertising--loyalty program
 
E-coupons
 
1.frequent shoppers can be rewarded when they reach a certain level of value
of purchases.
 
2 I ncetives can be offered for immidiate purchases(offer valid till-mobile phone
schemes)
 
3.first time customers can be offered special deal to convert them from
browsers to buyers.
 
4.Sig up for free newslatter
 
Sampling
 
sample digital products before purchase software companies provide free
downloads -demo software with 30/60 days validity
 
Contests and sweep stakes
 
1.contest require skill
2.sweepstakes-chance
 
Discount on tickets fo early booking
 
this is to use capacity
in olden days in india milk used to be milked and delivered by bringing cow to ur door step
veg basketwallaha and flower s ellers visited homes , some evn now
 
saree and bedsheet sellers used to carry a load and go door to door.
 
there  is an emerging trend in tech style. called direct marketing
 
getting product messages and products directly to customers without using intermediaries ( more
intermediaries quality of service tend to suffer)
 
Direct marketing is an interactive system.
 
USE one or more media to get measurable response/or transaction at any location.
 
Media-mail, telephone,print,television.radio,informaercials,home shopping networks, internet
 
MAil order catalogues buying (industrial)coupons,prepaid envelopes
 
advantages:
focussed approach
 
cost effective
 
measurable and attributable
 
immidiate and flexible
 
ability to test and retest and measure impact of variables.
 
easy international reach
 
tailored messages
 
alternate channel of distribution
 
opportunity to build data base.
 
disadvantages:
 
competition to existing intermediaries
 
intrusive marketing( privacy)
 
costs
 
1.direct response television-call a toll free number and place order
 
2.direct response print-form, coupon, preprint inserts
 
3.direct response  FM radio
 
4. data base marekting
 
internet based selling
 
aletrnate way of living in 21st century
 
a) real time
b) interactive
c)personalised environment
 
 
mobile marketing:
 
can be focussed on niche market from data base
 
 
 
mobile marketing

Globalization
 
Thomas Friedman’s book “world is flat” explains to day’s scenario that the world
market is a level playing ground with equal opportunities for all nations.
 
This is due to:
        Explosion of advanced technology connected all over planet
        Level playing field  equal and competing
        World wired extensively to function in a few seconds( death of distance)
        Provide products and services of unmatched quality at fairly low price
        Beakdown of business boundaries inrrespective of size.
        Large manufacturing organiisations controlling all manufacturing and
logistics has changed
        Although countries are economically different,the customers have same
choice as in advanced countries
        Development os international brands-levis, coca cola
        Marketing –technical-non human factors product.price and social –
human behavioural factors.
 
“ marketing is carried out across national boundaries spanning a number of
countries”
Adaptation of complete marketing strategy to an individual country.
 
Multi regional marketing –asia, trand pacific
 
Economies of scale –higher productive capacity utilization

What is job segmentation?.


 
We know market segmentation-geographic,demographic
psychographic,life style etc.
 
We go about age,gender,income and life style to understand their needs;
 
“people don’t want to buy a ¼” drill.   they want a ¼” hole”
 
this is a means to an end.
 
When people want themselves needing to get a job done,they essentially
hire products to do the job.
 
Marketers task is to understand what jobs periodically arise in customers
lives  for which they may hire products.
 
The company (service)could provide the following jobs
Courier
Shifting
Packing
Audit
IT
Maintenance
Security
AMC
Hotel
guest house
entertainment
ready to eat foods
simple to cook food
fast food
E bay for personal items
Google for info search
When they segment the market by jobs instead of demographics,the
market is much larger..
 
Company shd understand the job and design a product or service to do
that job and deliver that reinforce the intended use.
 
Online teaching through satellite and video conferencing are some such
needs.
 
Gymnasium, beauty clinic,browsing centres and several other service
providers came and prospered in the market thro job
segmentationapproach

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