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Chapter 6 and 7 Strategic Planning and Marketing Organization, Implementation and Control

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Chapter 6 and 7 Strategic Planning and Marketing Organization, Implementation and Control Global Marketing Globalization is an idea, a thought process, and a strategy ... – PowerPoint PPT presentation

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Title: Chapter 6 and 7 Strategic Planning and Marketing Organization, Implementation and Control


1
Chapter 6 and 7 Strategic Planning and
Marketing Organization, Implementation and Control
2
Global Marketing
  • Globalization is an idea, a thought process, and
    a strategy to reach the world market
  • The world is becoming more homogenous, as
    distinctions between national markets are
    increasingly disappearing
  • Country groups are becoming more prominent
  • Triad
  • Emerging markets
  • Developing markets

3
Globalization drivers internal and external
factors
  • Market factors
  • World customer change
  • Similar education income leisure time
    lifestyles aspirations
  • Channels of distribution
  • Cost factors
  • Avoiding cost inefficiencies
  • Avoid duplication of efforts
  • Economies of scale and scope
  • Synergy

4
Globalization drivers internal and external
factors
  • Environmental
  • Government barriers declining
  • Relaxed immigration control in Europe
  • Rapid technological evolution removal of
    physical, fiscal and technical barriers
  • Competitive
  • First mover
  • Preempt competitors moves
  • Protect home market position attack main
    competitors home market position

5
Exhibit 6.1Global marketing evolution
6
Exhibit 6.3 The Global Landscape by Industry and
Market
7
The Strategic Planning Process
  • Benefits of a formal strategic plan
  • Factors in designing a strategic plan
  • Process in strategy formulation
  • Core competitive strategies (generic strategies)
    in global marketing/planning
  • Market portfolio based on country attractiveness
    and company strengths

8
Exhibit 6.4Global Strategy Formulation
9
Core Competitive Strategy (Generic Strategies)
10
Market Segmentation
  • Why segmentation-benefits of segmentation
  • Bases for international market segmentation
  • Environmental-geographic, political, economic,
    cultural
  • Marketing Management-product, promotion, pricing,
    distribution

11
Global Marketing Program Development
  • Marketing-related decisions will have to be made
    in four areas
  • The degree of standardization in the product
    offering
  • The marketing program beyond the product
    variable
  • Location and extent of value-adding activities
  • Competitive moves to be made.

12
Implementing Global Marketing Program
  • Challenges involve insufficient research,
    tendency to over-standardize, inflexible
    planning, and poor implementation
  • Need to localize the global plan of the
    corporation

13
Chapter 6 Questions
  1. What is globalization? How globalization drivers
    affect the international marketing strategy of a
    company?
  2. What are Porters generic strategies? How are
    they related to a companys competitive strategy,
    globally?

14
Chapter 7Marketing Organization, Implementation,
and Control
15
Global Organization Structure
  • Product Structure
  • Area Structure
  • Functional Structure
  • Customer Structure
  • Mixed/Hybrid Structure

16
(No Transcript)
17
Factors Affecting Structure and Decision Making
  • Degree of international involvement
  • Type of business-products marketed
  • Size and importance of the markets
  • Capability of the firm
  • Locus of decision making
  • Flexibility needed in design and implementation

18
Control
  • Controls focus on actions to verify and correct
    actions that differ from established plans
  • Within an organization, control serves as an
    correcting/integrating mechanism
  • Controls are designed to
  • Reduce uncertainty
  • Increase predictability
  • Ensure uniformity in behaviors

19
Chapter 7 Questions
  1. What are basic organizational structures we
    observe in the world? Why the matrix organization
    is so much appreciated?
  2. Explain the factors affecting the structure and
    decision making in organization
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