Presentation on theme: "Global Marketing McDonalds Russia/Ukraine Ad Sony/US Ad Nokia/Finland Swatch/Swiss."— Presentation transcript:
Global Marketing McDonalds Russia/Ukraine Ad Sony/US Ad Nokia/Finland Swatch/Swiss
Global Marketing We live in a global marketplace where brands like McDonalds (and Starbucks) are found practically everywhere on earth.
Global Marketing But just as importantly… We live in a world where markets are local. And McDonalds must compete with the restaurant right down the street. Including Potato House…
Global Marketing Cool video Would you like to see a cool video? Download it! Im lovin it Enter View it Take it (screen saver)
Globalization Thomas Friedman said -- Globalization is… enabling individuals, corporations, and nation-states to reach around the world farther, faster, deeper and cheaper than ever before… The business process outsourcing industry in India has grown by leaps and bounds and as its size increases so does its competitive advantage. -- Wikipedia
Global Industries An industry is global when competitive advantage is achieved by the integration and leveraging of operations on a worldwide scale. Dalian was officially named the first and only Model City for the Internationalization of the Software Industry in China 32 top global corporations, GE, IBM, Dell, to name a few, have established research and development centers here
Global Industries An industry is global when competitive advantage is achieved by the integration and leveraging of operations on a worldwide scale. Indicators of globalization: Ratio of cross-border trade to total worldwide production Ratio of cross-border investment to total capital investment Proportion of industry revenue generated by companies that compete in key world regions Dell Plant China
Global Competitive Advantage through Focus Concentration and attention on core business and competence
Global Marketing Strategy Local Global Target Market StrategyGlobal Market Participation ProductProduct adaptation or standardization PricePrice adaptation or standardization PromotionPromotion adaptation or standardization Place Place adaptation or standardization - Plus - Coordination of Marketing Activities Concentration of Marketing Activities Integration of Marketing Activities
Global Marketing Strategy Global marketing does not mean doing business in all of the 200-plus country markets. Global marketing does mean widening business horizons to encompass the world in scanning for opportunity and threat (SWOT).
Global Marketing Strategy - Scanning for Opportunity
Standardization versus Adaptation Globalization (Standardization) - Developing standardized products marketed worldwide with a standardized marketing mix. Essence of mass marketing Global localization (Adaptation) - Mixing standardization and customization in a way that minimizes costs while maximizing satisfaction. Essence of segmentation Think globally, act locally Hebrew Amharic (Ethiopian) Arabic (Tunisia)
The Importance of Global Marketing US-based companies, 75% of sales potential is outside the US. About 90% of Coca-Colas operating income is generated outside the US. Japanese companies, 85% of potential is outside Japan. German and EU companies, 94% of potential is outside Germany.
Japanese companies, 85% of potential is outside Japan.
Global Management Orientations Ethnocentric: Home country is superior, sees similarities in foreign countries Regiocentric: Sees similarities and differences in a world region; is ethnocentric or polycentric in its view of the rest of the world Polycentric: Each host country is unique, sees differences in foreign countries Geocentric: sees similarities and differences in home and host countries
Forces Affecting Global Integration and Global Marketing Driving Forces Regional economic agreements Market needs and wants Technology Transportation improvement Communication improvement Product development cost Quality World economic trends Leverage Restraining Forces Management myopia Organizational culture National controls