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Sanujeet Mohanty
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Prasant Shanker
Ansula Mohanty
Kumar Adarsh
Global Marketing Defined
• … the coordinated performance of marketing
activities to create exchanges across countries
that satisfy individual, organizational , and
societal objectives
Why Should Firms Engage in
Global Marketing?
• To Survive and Grow
– Learn to satisfy consumers in diverse conditions
– Manage marketing tasks more efficiently and effectively
– . Expand customer base to include developed and developing nations
• To Diversify Product and Market Portfolios and Improve
competitiveness
– . Effects of seasonal and cyclical fluctuations in one market offset by
others
– Diversification increases market size and enhances economies of scale
Significance of global marketing.
• Domestic markets are saturated
• Recover the investments faster
• Rapid technical growth.
• Effect of globalization and reduction of
boundaries.
Multinational Phase
• After WWII, MNC’s from US & Europe
expanded into Asia, Europe and Latin
America.
• Parent company maintained nominal control
over subsidiaries
• Manufacturing & marketing of products were
localized to meet local demands
• Foreign markets needs are subordinate to the
home markets
Global Phase
• Theodore Levitt’s “Globalization of markets”
highlighted the merits of standardization –
Noted the convergence of world markets
• Selling standardized products in standardized
methods all over the world
• Centralized core competence activities
– R&D, Manufacturing, Management, etc
– E.g.: Semiconductors, Software, Boeing etc
The impact of environmental forces
on global marketing
• Economic environment.
• Political environment.
• Social and cultural environment.
• Legal and regulatory environment.
• Technological environment.
How to be a global company?
• To become a global company a company has
to use the "Four P's of marketing.“
Product Local Content Law
Price Government Approval for Price Changes
Promotion Permissible Budget Determined by
Local Authorities
Place Mandated Distribution Channel or
Territory
Methods of entering a new market
• Direct exports
• Indirect exports
• Licensing
• Joint ventures
• Internationalization
Direct exports
• Companies sells their goods through middle
men located in foreign countries
• More control over distribution channel
• Open their own sales offices.
• Examples:
• Textiles
• Goa –wines
• Auto parts
Indirect exports
• Exporting through a domestic intermediary
• Brokers , export managers, agents
• Minimum risk
• Marble stones in Rajasthan
Licensing
• Form of providing access to a patent or trade
mark to some other company by charging a fee
or royalty
• Companies with strong brand names
• Pharmaceutical industries
Joint ventures
• Foreign company invites a local company to
become an equity partner share risk
• Have access to indepth knowledge of the local
market
Internationalization
• Entry modes and timings.
• Maturity stage – start exports
• More exports – technology transfer and new
products
• More new products –threat to domestic
companies
• Govt –protectionism
• Non tariff barriers
Closing Thoughts
• Going global will stretch and mold company
resources into a globally effective marketing
organization.
• Global Managers will have to select the right entry
strategies, decide on tradeoffs between localization
or global standardization to achieve the optimal local
responsiveness and global scale of economies.
• When Going global, it is better to take help from
experts for market entry, market research &
international Financing
References
BusinessKnowledgeSource.com
http://businessknowledgesource.com/marketing/how_global_mar
surefirewealth.com
http://www.surefirewealth.com/article/detailarticle.php?id=2058
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