INTERNATIONAL PRODUCT MANAGEMENT

The Challenge of Globalization

Product Mentor Talk by Ladislav Bartos

2 GLOBAL BUSINESSES

The world’s 500 largest Global companies generated $31.2 trillion in revenues and $1.7 trillion in profits in 2014 (Fortune 2015)

3 GLOBAL BUSINESSES

Evernote, founded in 2007 has over 100 million users from over 30 countries worldwide (Evernote 2013)

4 GLOBAL BUSINESSES

On 6th of January 2016 Netflix has launched its services in 130 countries simultaneously; now it’s available in 190 countries and 24 languages (Netflix 2016)

Product management is an organisational lifecycle function within a company dealing with the planning, forecasting, and production, or

marketing of a product or products INTERNATIONALLY at all stages of the

WHAT IS INTERNATIONAL PRODUCT MANAGEMENT?5

Managing products in foreign or multiple countries

6

Increasing number of global products and services

3rd wave of globalisation

Advancing technology makes international business easier

Changing consumer behaviour

Race for global reach

WHY IS INTERNATIONAL PRODUCT MANAGEMENT IMPORTANT?

7

External

Challenges outside your organisation

Internal

Challenges within your organisation

THE CHALLENGES OF INTERNATIONAL PRODUCT MANAGEMENT

8

UnderstandingExpressingBranding

ActionsAttitudePersonas

ThinkingMotivationNeeds

GovernmentLawRules

EXTERNAL CHALLENGES

01. LANGUAGE 02. CULTURE

03. CONSUMER BEHAVIOUR 04. REGULATIONS

9 EXTERNAL CHALLENGES

Local & globalStrengthDifferentiation

AvailabilityQualityDifferences

SelectBuildManage

Getting things doneBeing organisedRespect

05. COMPETITION 06. PARTNERSHIP

07. INFRASTRUCTURE 08. TIME DIFFERENCE

10 INTERNAL CHALLENGES

Lack of local talentsSelection processInterviewing

ExpectationsDeliverablesUnderstanding

DistanceProcessTeam work

StandardisationBest practiceProcesses

01. HIRING 02. COMMUNICATION

03. CULTURAL DIFFERENCES 04. CONSISTENCY

11 INTERNAL CHALLENGES

DelaysDemotivationSlow reaction

No market fitInflexibleExpensive

DisengagedUncontrolledOff Brand

Wrong productWrong marketingWrong processes

05. CENTRALISED MANAGEMENT 06. LOCAL MANAGEMENT

07. GLOBAL STRATEGY 08. LOCAL EXPERIENCE

12 RECOMMENDATION

Be open minded

•Forget your ego •Forget what you know •Respect other cultures •Don’t make early assumptions

13 RECOMMENDATION

Understand the market

•Experience the target country •Verify your assumptions •Learn about:

•Consumers •Competition •Partnerships • Infrastructure •Regulations

14

Create the right strategy

•Vision and goal •Product •Target audience •Price •Marketing •Creating partnership

RECOMMENDATION

15 RECOMMENDATION

Hire local talent

•Local and international experience •Be selective and patient •Headhunt if needed •Keep your hires motivated

16 RECOMMENDATION

Empower local teams

•More freedom •Making quick decisions •Executing local strategy •Maintaining global quality •Balance between being centralised vs.

local

17 RECOMMENDATION

Establish trust

•With employees •With consumers •With partners •With government

18 RECOMMENDATION

Think long term

•Building trust takes time •Gain brand awareness takes time •Building successful international products

takes time •There is no quick win

19 RECOMMENDATION

Learn from mistakes

•Because you will make lots of

SOUTHAFRICA

NAMIBIA

ZAMBIA

TANZANIA

KENYABURUNDI

SUDAN

ETHIOPIA

EGYPTLIBYAALGERIA

MALINIGER

CHAD

NIGERIA

Multicultural societies

Logistics

Powerful trading blocks

Easier global financing

Cross-border e-commerce

Global technology and innovation

20 THE FUTURE OF GLOBALISATION

NUMBER

EMAIL ladislav.bartos@gmail.com

SOCIAL

+44 7981 645 349

linkedin.com/in/ladislavbartos

THANK YOU

@ladislav_bartos

NUMBER

EMAIL ladislav.bartos@gmail.com

SOCIAL

+44 7981 645 349

linkedin.com/in/ladislavbartos

@ladislav_bartos

References:

• http://fortune.com/global500/ • https://blog.evernote.com/blog/2013/02/07/evernote-business-now-available-in-over-30-countries/ • https://en.wikipedia.org/wiki/Product_management • https://media.netflix.com/en/press-releases/netflix-is-now-available-around-the-world

Images: • http://www.commondreams.org/sites/default/files/imce-images/trade-globalization1.jpg • http://www.inboundnow.com/wp-content/uploads/2013/08/strategy.jpg • https://humansareweird.files.wordpress.com/2013/04/open-mind-w500h565.gif • http://www.mindfitltd.com/personalpower/wp-content/uploads/2013/06/Talent-Management-Business-Master.png • http://change-model.wikispaces.com/file/view/empower-image1.jpg/400912092/empower-image1.jpg • http://www.euroscientist.com/wp-content/uploads/2015/02/shutterstock_250176199.jpg • http://searchenginewatch.com/IMG/716/232716/long-term-growth.jpg?1435122251 • http://blog.northpointindia.com/wp-content/uploads/2015/08/signpost_000007274585Small1.jpg