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International Marketing A

This document discusses international marketing strategies. It defines a global marketing strategy as coordinating a company's marketing efforts across different world regions and markets. It discusses debates around standardization versus adaptation approaches. Standardization allows consistent quality and branding worldwide but some industries require adaptation to local tastes. The document outlines a five-stage model for international marketing decisions around whether, where, and how to enter foreign markets. It also discusses factors influencing international pricing and various frameworks for analyzing global competitive strategies.

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Ella Deniz
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89 views25 pages

International Marketing A

This document discusses international marketing strategies. It defines a global marketing strategy as coordinating a company's marketing efforts across different world regions and markets. It discusses debates around standardization versus adaptation approaches. Standardization allows consistent quality and branding worldwide but some industries require adaptation to local tastes. The document outlines a five-stage model for international marketing decisions around whether, where, and how to enter foreign markets. It also discusses factors influencing international pricing and various frameworks for analyzing global competitive strategies.

Uploaded by

Ella Deniz
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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International Marketing Mix

Week 10
Global Marketing Strategy-
Definition
A global marketing strategy (GMS) is a strategy
that encompasses countries from several
different regions in the world and aims at coordinating a
company’s marketing efforts in
markets in these countries.
Global Marketing Perspectives
• “The globalisation of markets- consumers are
becoming more alike- this gives opportunities for
globalisation”. Ted Levitt-Harvard Business
School.
Vs.
• “Markets have fragmented, local identities,
sophisticated attitudes- not content to take
foreign brands at face value” Van Gelder.
Standardisation
Choosing a standardised approach might work to a company’s
benefit if it enjoys strong brand identity and a strong
reputation.
Standardisation and international uniformity has advantages.
A) people can expect the same level of quality of any
specific brand anywhere around the world.
B) Standardisation supports positive consumer perceptions
of a product.
C) Positive word-of-mouth can increase global sales
D) cost reduction through economies of scale
Standardisation contd.
Standardisation strategy can increase company performance.
However, this is only true for companies in which competition
takes place in a global range, such as consumer durables,
electronics, fashion, luxury goods, perfumes, etc. In these
cases, the same product can be sold throughout all markets.
Adaptation
There are industries which do not benefit from standardisation.
Consumer nondurables, including food products, are sensitive to
differences in national tastes and habits, and requiring changes
for various markets.
• For example, Unilever saw an opportunity among low-income
consumers in India who wanted to buy the company’s high-end
detergents and personal care products, but couldn’t afford
them. In response, the company developed a low-cost
packaging product and other options that allowed it to offer
dramatically less expensive options.
Standardisation and
Adaptation
Environmental factors influencing the balance between standardisation and
adaptation

Source: Pearson Education (2008)


Standardisation Vs.
Adaptation
Glocal
Product/ Communication
Mode

Source: Pearson Education (2008)


Part 1- The decision whether to internationalise.
Part 1- The decision whether to internationalise.
The five stage
decision
model in Part 2- Deciding which markets to enter.
global Part 2- Deciding which markets to enter.
marketing

Part 3- Market entry strategies.


Part 3- Market entry strategies.

Part 4- Designing the global marketing programme.


Part 4- Designing the global marketing programme.

Part 5- Implementing and coordinating the global


Part 5- Implementing and coordinating the global
marketing programme.
marketing programme.
Purpose of international marketing
Purpose of international marketing
Stage one plan
plan

Should the company go international


Should the company go international
or not?
or not?

What are the competences of the


What are the competences of the
firm and how should they be utilised
firm and how should they be utilised
internationally?
internationally?

Internal Analysis -
Internal Analysis - External Analysis -
competences- External Analysis -
competences- PESTLE- Market size, OT
competiveness- SW PESTLE- Market size, OT
competiveness- SW
Stage two IMS- International Market
IMS- International Market
selection.
selection.

Competitor analysis
Competitor analysis

Selection of target market


Selection of target market

Positioning in chosen market


Positioning in chosen market

Marketing objectives in target


Marketing objectives in target
market
market
Stages
Entry mode strategy
three to Entry mode strategy

five
Developing the
Developing the
international mix- 4 Ps
international mix- 4 Ps

Implementation and
Implementation and
cross- border
cross- border
negotiation
negotiation

Internal marketing
Internal marketing
budget
budget

Organisation of global
Organisation of global
marketing
marketing
Drivers in Foreign Market Pricing:
• Many different factors come into play when setting prices
for the same product in different countries. Major
influencers are labelled the 4 C’s:
• Company (costs, company goals)
• Customers (price sensitivity, segments, consumer
preferences)
• Competition (market structure and intensity of
competition)
• Channels (of distribution)
International Pricing
Framework

Source: Pearson Education (2008)


Pricing-Internal Factors

These internal
factors affect
international
pricing decisions.

Source: Pearson Education (2008)


Pricing- External Factors
These internal
factors affect
international
pricing decisions.

Source: Pearson Education (2008)


Solberg’s Nine Strategic
Windows
Porter’s Diamond
GE McKinsey Matrix
• http://blog.hubspot.com/blog/tabid/6307/bid/3385
7/10-Businesses-We-Admire-for-Brilliant-Global-Ma
rketing.aspx

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