Presentation is loading. Please wait.

Presentation is loading. Please wait.

Copyright Durham Consulting Group Limited 2013. Obstructive Marketing Challenges To Globalisation Copyright Durham Consulting Group Limited 2013.

Similar presentations


Presentation on theme: "Copyright Durham Consulting Group Limited 2013. Obstructive Marketing Challenges To Globalisation Copyright Durham Consulting Group Limited 2013."— Presentation transcript:

1 Copyright Durham Consulting Group Limited 2013

2 Obstructive Marketing Challenges To Globalisation Copyright Durham Consulting Group Limited 2013

3 ‘It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness, it was the epoch of belief, it was the epoch of incredulity, it was the season of light, it was the season of darkness, it was the spring of hope, it was the winter of despair, we had nothing before us, we were all going direct to heaven, we were all going directly the other way.’ Charles Dickens - ‘ A Tale Of Two Cities’ Copyright Durham Consulting Group Limited 2013

4 ‘ International Marketing is concerned with planning and conducting transactions across national borders to satisfy the objectives of individuals and organizations. The international marketer is subject to a new set of macro- environmental factors, to different constraints, and to quite frequent conflicts arising from different laws, societies and cultures.’ Source: Czinkota and Ronkainen (2012) Copyright Durham Consulting Group Limited 2013

5 Obstructive Marketing ‘Any process, legal or not, which prevents or restricts the distribution of a product or service, temporarily or permanently, against the wishes of the product manufacturer, service provider or customer’ Maitland P Hyslop (1997 – 2013) Copyright Durham Consulting Group Limited 2013

6 Risks: – Casual – Competitive – Criminal – Cultural Copyright Durham Consulting Group Limited 2013

7 Casual Risk – Anarchists – ALF – Anti-Abortionists – Fundamentalists – Anti-Globalisation Groups Note: 30% of survey suffered from Casual Risk problems Source: MP Hyslop/Northumbria University Survey 2012 Copyright Durham Consulting Group Limited 2013

8 Competitive Risk – Defensive Marketing – Market Share Issues – Agency Agreements/Licence Agreements – Legals – EU/USA Competition Laws – Non-Tariff Trade Barriers Note: 50% of survey suffered from Competitive Risk problems Source: MP Hyslop/Northumbria University Survey 2012 Copyright Durham Consulting Group Limited 2013

9 Criminal Risk – Industrial Espionage – IP/Copyright/Patent Infringement – Distribution Chain Irregularities – Fraud Note: 15% of survey suffered from Criminal Risk problems Source: MP Hyslop/Northumbria University Survey 2012 Copyright Durham Consulting Group Limited 2013

10 Cultural Risk – Alcohol in Islamic countries – Coca Cola in a number of countries – Straight - talking bankers in many countries – Media in China, Iran, Russia – Food in Israel, Arab States, Far East – Fertility Drugs in China, USA and elsewhere Note: Institutions or SIGs are most prone to cultural risk 10% of survey suffered from Cultural Risk problems Source: MP Hyslop/Northumbria University Survey 2012 Copyright Durham Consulting Group Limited 2013

11 When At Risk – Weakness – Strength/Complacency – New Markets – Innovation – Change Copyright Durham Consulting Group Limited 2013

12 Weakness – Poor Market Share – Bad Results – Change In Management – Stock Price Fall – Unsolicited Take-Over Bids Note: 20% Of ‘Attacks’ Occurred During Weakness Source: MP Hyslop/Northumbria University Survey 2012 Copyright Durham Consulting Group Limited 2013

13 Strength/Complacency – Arrogant Board – Time Served CEO/Management – Mature Product Lines – Undermined Leadership Position – Stagnant Growth Note: 33% Of ‘Attacks’ Occurred During Strength Source: MP Hyslop/Northumbria University Survey 2012 Copyright Durham Consulting Group Limited 2013

14 New Markets – Cultural Misunderstanding – Poor Marketing Skills – Inappropriate products – Poor Leadership Note: 15% Of ‘Attacks’ Occurred During Entry To New Markets Source: MP Hyslop/Northumbria University Survey 2012 Copyright Durham Consulting Group Limited 2013

15 Innovation – New Products – Different Distribution – Business Process Re-engineering – New People Note: 16% Of ‘Attacks’ Occurred During Innovation Source: MP Hyslop/Northumbria University Survey 2012 Copyright Durham Consulting Group Limited 2013

16 Change – Management – Branding – Recipes – Design – Function Note: 21% Of ‘Attacks’ Occurred During Change Source: MP Hyslop/Northumbria University Survey 2012 Copyright Durham Consulting Group Limited 2013

17 International Marketing Risk - Exposure – Northumbria University Study /1625 individuals had suffered (31%) 143/946 SMEs had suffered (15%) 57/170 major Corporates had suffered (33.5%) Trend is upward Source: MP Hyslop/Northumbria University Study 2012 Copyright Durham Consulting Group Limited 2013

18 Minimising Risk, Maximising Value TM Copyright Durham Consulting Group Limited 2013


Download ppt "Copyright Durham Consulting Group Limited 2013. Obstructive Marketing Challenges To Globalisation Copyright Durham Consulting Group Limited 2013."

Similar presentations


Ads by Google