Global Marketing Management: Planning & Organization

Global Marketing Management: Planning & Organization Chapter 11

Local v. Global • Localization – Customized to certain market – Economies of scale

• Globalization – Less focus on countries – Increased focus on customers

Benefits of Global Markets • Economies of Scale • Transfer of Knowledge and Experience • Stabilities of revenues

Planning • Definition • Types – Corporate – Strategic – Tactical

• Company Objectives & Resources – International commitment? – Planning process

Planning Process • Preliminary Analysis & Screening – Which countries do we want to enter?

• Adapting the Marketing Mix

– How will we need to adapt product, price, place, or promotion?

• Developing the Marketing Mix – Writing the plan

• Implementation & Control

Alternative Market Entry Strategies • Exporting – Direct v indirect – Internet – Direct sales

• Contractual Agreements – Licensing – Franchising

Alternative Market Entry Strategies • Strategic International Alliances – Mutual need & shared risk – International joint ventures – Consortia • How is it different from a joint venture?

• Direct Foreign Investment

Organizing • Three organizational structures – Global product divisions – Geographic divisions – Matrix

• Locus of Decision

Organizing • Centralized – Advantages – Disadvantages

• Decentralized – Advantages – Disadvantages