Presentation on theme: "Muhammad Waqas Global Market Participation Lecture 15."— Presentation transcript:
Muhammad Waqas Global Market Participation Lecture 15
Muhammad Waqas Summary Collecting primary data Analysis by inference Outsourcing research Studying the competition Environmental review Developing a global information system
Muhammad Waqas Learning Objectives List and describe the five reasons why firms internationalize. Differentiate between born-global firms and other companies. Explain the difference between a standalone attractive market and a globally strategic one. Cite the advantages and disadvantages of targeting developed countries, developing countries, or transitional economies. List and describe the filters used for screening national markets. Explain the pros and cons of choosing markets on the basis of market similarity.
Muhammad Waqas Chapter Overview Internationalizing marketing operations Geographic market choices Country selection Selecting a global marekting strategy
Muhammad Waqas Internationalizing Marketing Operations Internationalization = a firm’s expansion from its domestic market to foreign markets
Muhammad Waqas Internationalizing Opportunistic expansion Pursuing potential abroad Following customers abroad
Muhammad Waqas Internationalizing (cont.) Exploiting different market growth rates Globalizing for defensive reasons
Muhammad Waqas Born Globals Firms that recognize from inception that their markets are global Especially true of high-tech start-ups Small percentage of firms
Muhammad Waqas The Costs of Going Global Firms are internationalizing more quickly than in the past But it takes TIME and MONEY – Starbucks expanded internationally in 1996 – first profit 2004; 1650 international stores = only 7% of revenue!
Muhammad Waqas Geographic Market Choices Targeting developed economies Targeting developing economies Expanding in Eastern Europe and Russia Targeting Lead Markets Must-Win Markets
Muhammad Waqas Stand-Alone Market Attractiveness Factors – Market and target segment(s) size – Growth rate – Strength of competition – Market share potential – Government incentives Low taxes Incentives
Muhammad Waqas Strategic Importance of Markets Current and future battlegrounds where global competitors engage each other May not necessarily be attractive as a stand alone market but strategically important
Muhammad Waqas Targeting Lead Markets Vary by industry Major R&D Sites Have demanding customers who push for quality and innovation Examples: – Plastics = Japan – Italy = Textiles, Clothing – France = Wine
Muhammad Waqas Attractiveness of Developing Markets Latin America, Africa, the Middle East and parts of Asia Trade and investment liberalization Market growth may be higher Middle class growth Remittances enhance buying power Competition may be less intense
Muhammad Waqas Challenges of Developing Markets Political risk Economic risk – Big ups and downs; volatility Some trade and investment restrictions remain Middle class may still be small – Predominated by small elite and large impoverished classes
Muhammad Waqas Summary Internationalizing marketing operations Geographic market choices
Muhammad Waqas References Gillespie, K., Jeannet, J.P. and Hennessey, H.D. (2004), Global Marketing: An Interactive Approach, Houghton Mifflin, Boston, NY.