INTERNATIONAL MARKETING MANAGEMENT - PowerPoint PPT Presentation

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INTERNATIONAL MARKETING MANAGEMENT

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session 2: the evolution of global marketing strategy 1 phases in evolution of international marketing strategy phase 1: initial entry phase 2: local market expansion ... – PowerPoint PPT presentation

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Title: INTERNATIONAL MARKETING MANAGEMENT


1
INTERNATIONAL MARKETING MANAGEMENT
SESSION 2 THE EVOLUTION OF GLOBAL MARKETING
STRATEGY
1
2
PHASES IN EVOLUTION OF INTERNATIONAL MARKETING
STRATEGY
PHASE 1 INITIAL ENTRY PHASE 2 LOCAL MARKET
EXPANSION PHASE 3 GLOBAL RATIONALIZATION
2
3
PHASE 1 INITIAL ENTRY
What are the triggers?
3
4
PHASE 1 KEY DECISIONS
  • Choice of Country
  • Mode of Entry/Operation
  • Timing and Sequencing of Entry

4
5
LEVERAGING ECONOMIES OF SCALE
  • Tangible Assets
  • Production, RD, Advertising
  • Intangible Assets
  • Image, Experience, Ideas

LEARNING
5
6
TYPICAL FIRMS IN ENTRY PHASE
6
7
PHASE 2 LOCAL MARKET EXPANSION
7
8
PHASE 2 KEY DECISIONS
  • Standardization vs. Adaptation
  • Product Line Extension
  • New Product Development

BUILDING
8
9
LEVERAGING ECONOMIES OF SCOPE
  • Shared Physical Assets
  • Production, Warehousing
  • Shared External Relations
  • Suppliers, Distributors
  • Shared Experience
  • RD, Country Knowledge

9
10
TYPICAL FIRMS IN EXPANSION PHASE
10
11
PHASE 3 GLOBAL RATIONALIZATION
world markets
11
12
PHASE 3 KEY DECISIONS
  • Establish Global Portfolio of Countries,
    Products, Market Segments
  • Develop Global Marketing Strategy (Broad-based,
    Focused, Hybrid)
  • Improve Efficiency of Production and Logistics

12
13
LEVERAGING
  • Scale Efficiencies (Tangible and Intangible)
  • Synergies
  • Transfer of Ideas, Products, Programs, Experience
    and Know-how (Best Practices)

LEADING
13
14
TYPICAL FIRMS IN INTEGRATION PHASE
14
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