Seminar is2 nike v2 post student
-
Upload
moduledesign -
Category
Education
-
view
47 -
download
2
description
Transcript of Seminar is2 nike v2 post student
Seminar: Nike: Following a Global or Local Strategy?
Topic Number:2
Industry Studies 1
Overview
Following on from the lecture on globalisation vs glocalisation this is your opportunity to apply the learnings to Nike. You are tasked with researching the market approach Nike took in a host country of your choosing.
The first thing you need to do is explain a bit about their background and strategy. You are then required to analyse their approach in a host foreign country explaining whether they followed an ethnocentric, polycentric or geocentric strategy. Thereafter, give examples of the extent to which they standardise or adapt their approach in the foreign economy.
Finally, make recommendations on how they should move forward in that marketplace.
3
• Develop and determine your understanding of an international organisation and their strategy
• Demonstrate an understanding of ethnocentric, polycentric and geocentric approaches and apply it to a real-live case study
• Critically evaluate and articulate the extent to which the organisation standardises or adapts their approach in foreign markets
• Demonstrate critical reasoning by providing recommendations on what they organisation should do
Learning outcomes of this seminar
Agenda for this seminar
Determine whether the organisation follows a ethnocentric, polycentric and geocentric approach
Articulate whether the organisation standardises or adapts its approach to local markets
What recommendations would you have for this organisation to move forward in this market?
Describe the organisation and their strategy
Structure for the session
You will have 15 minutes to
discuss each question
We will have a de-brief at the end of each 15 minutes to hear your thoughts on each area
Feel free to ask questions but please do not have separate conversations ‘we are all in
this together’!
Globalisation is making the world smaller
Now we’ve entered globalisation 3.0 and it is shrinking the world from size small to size tiny
Thomas Friedman
Describe the organisation and
strategy
What is the company mission and vision?
Source: Nike.com
How is the company structured?
View video: http://player.vimeo.com/video/83267568?byline=0&portrait=0&title=0
What is their strategy focused on?
Profitable growth over the long-term
One million pairs of shoes is just the
beginning
One billion consumers on the way
One million ideas to choose from
Capture the passion of sport
Source: Nike.com
Determine whether the organisation
follows a ethnocentric,
polycentric and geocentric approaches
A Re-Cap
The firm simply markets its goods in international markets using the same marketing mix it uses domestically, thereby avoiding the expense of developing new marketing techniques to serve
foreign customers.
Far more costly because international marketers attempt to customise the firm’s marketing mix in each market the firm enters in order to meet the idiosyncratic needs of customers in that market.
Calls for standardisation of the marketing mix, allowing the firm to provide essentially the same product in different markets and to use the same
marketing approaches globally.
Ethnocentric Approach
Polycentric Approach
Geocentric Approach
Just Do It: An American Ideology
Source: Nike.com
Athlete Sponsorship
Source: Nike.com
Sponsor Major Sporting Events
Source: Nike.com
Articulate whether the organisation
standardises or adapts its
approach to the local market
Local Advertising
View video: https://www.youtube.com/watch?v=-eDoDQo_T1c
Certain amount of customisation in product marketing
India
UK
Source: Nike.com
Differences in Distribution
India – Store Only
UK - Online
Source: Nike.com
What recommendation
s would you have for this
organisation to move forward in
this market?
What should Nike do more off?
Think Global, Act Local Think Local,
Act Global?
Socially involved in communities?
View video: https://www.youtube.com/watch?v=wzq31hpGZOI
Move down the economic pyramid?
End of Seminar
Note: This recording is for your personal use only and not for further distribution or wider review.
© Pearson College 2013