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How should the company manage & organize its international activities
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Transcript of How should the company manage & organize its international activities
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How should the company manage & organize its international activities?
Marketing Management : A South Asian Perspective 14th Edition (English) 14th Edition
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Export department
YOUR LOGO
International division - Geographical organizations - World product groups - International subsidiariesGlobal Organizations
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YOUR LOGO
Global Marketing
Advantages Economies of scale Lower marketing costs Power and scope Consistency in brand
image Ability to leverage Uniformity of marketing
practices
Disadvantages
Differences in consumer needs, wants, usage patterns
Differences in consumer response to marketing mix
Differences in brand development process
Differences in environment
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YOUR LOGO
Red Bull Has 70% of Worldwide Energy Drink Market
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YOUR LOGO
What Marketing Aspects Might Be Adapted for International Marketing?
Product features
Labeling
Colors
Materials
Sales promotion
Advertising media
Brand name
Packaging
Advertising execution
Prices
Advertising themes
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YOUR LOGO
Cultural Dimensions
Individualism
vs.
Collectivism
Weak vs. Strong
Uncertainty
Avoidance
High vs. Low
Power Distance
Masculine
vs.
Feminine
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YOUR LOGO
Commandments of Global Branding
Understand similarities and differences in the global branding landscape
Do not take shortcuts in brand building Establish a marketing infrastructure Embrace integrated marketing
communications Establish brand partnerships
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YOUR LOGO
Commandments of Global Branding (cont.)
Balance standardization and customization Balance global and local control Establish operable guidelines Implement a global brand-equity
measurement system Leverage brand elements
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YOUR LOGO
International Product and Communication Strategies
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YOUR LOGO
Levels of Product Adaptation
Production of regional product versions
Production of country versions
Production of city versions
Production of retailer versions
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YOUR LOGO
Haagen Dazs developed a Dulce de Leche ice-cream for Its Argentina market
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YOUR LOGO
Communications
Communications adaptation
Dual adaptation
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YOUR LOGO
Price Choices
• Set a uniform price everywhere
• Set a market-based price in each country
• Set a cost-based price in each country