1Prof. Dr. Bodo Abel Prof. Dr. Bodo Abel Hamburg University of Economics and Politics Global Marketing Management Strategies Prof. Dr. Bodo Abel Hamburg University of Economics and Politics Global Marketing Management Strategies 1.Market Entry Options 2.Ansoff‘s Market Growth Matrix 3.Timing: Waterfall versus Sprinkler Strategies 4.Standardization versus Customization 5.Global Market Segmentation 6.Positioning Literature Jeannet, J.-P. / Hennessey, H. D.: Global Marketing Strategies, 5 th Ed., Boston et. al., 2001 Kotabe, M. / Helsen, K.: Global Marketing Management, 2 nd. Ed., New York et. al., 2000 Keegan, W. J./ Green, M. C. :Global Marketing Management, 7 th Ed. New Jersey, 2001

2Prof. Dr. Bodo Abel Ansoff‘s Product Market Growth Matrix Akhter, S. H.: Global Marketing, Cincinnati 1994, S. 149 Market PenetrationMarket Development Product Development Diversification Horizontal Vertical Lateral

3Prof. Dr. Bodo Abel Ansoff‘s Product Market Growth Matrix International Modification 1

4Prof. Dr. Bodo Abel Timing strategy Waterfall-Strategy Sprinkler-Strategy

5Prof. Dr. Bodo Abel Globalization versus Customization Globalization (Standardization) Customization (Differentiation) Standardization and Customization Dual Strategies Think global, act local

6Prof. Dr. Bodo Abel Globalization Dimensions ähnlich: Meffert, H. / Bolz, J.: Internationales Marketing-Management, Stuttgart 1998, S, 156

7Prof. Dr. Bodo Abel Consequences of Standardization

8Prof. Dr. Bodo AbelSegmentation Market into different groups of consumers Differ in response to marketing mix program Target: Tailor the marketing mix to each segment, to do a better job in satisfying the needs of the target segments Internal homogeneous External heterogeneous Kotabe, M. / Helsen, K.: Global Marketing Management, New York et. al., 1998, S. 184

9Prof. Dr. Bodo Abel Segmentation: Criteria Enviromental Physical (Geographic) cultural, regulatory political, economic Demographic Age, gender, income, education, occupation Psychographic Attitudes, values, lifestyles Behavior Buy, usage rates: heavy, medium, light, nonuser Benefit Keegan, W. J. Global Marketing Management, 6 th Ed. New Jersey, 1999, S

10Prof. Dr. Bodo Abel Requirements for effective Market Segmentation Measurable Easy to define and to measure Sizable Large enough to be worth going after Accessible Easy to reach via Media Actionable Marketing Programs can be developed to evoke the desired resonse Competitive Intensity Segments are not preempted by the competitors Growth Potential Kotabe, M. / Helsen, K.: Global Marketing Management, New York et. al., 1998, p. 184

11Prof. Dr. Bodo Abel (Cross-Cultural-Groups) Cross-Border Segments Groups out of different Cultures / Countries are more homogeneous than Groups out of the same Culture / Country

12Prof. Dr. Bodo Abel Backer Spielvogel & Bates’ Global Scan Adapters Older, content with their lives, maintain their values while keeping open minds Traditionals “Rooted to the past”, clings to country’s heritage and cultural values Pressured Largely comprised of woman, cuts across age groups, constant financial and family pressures. Life’s problems overwhelm the members Achievers Older than strivers, affluent, are upwardly mobile, already have attained a good success Strivers Median age 31, live hectic, on-the-go lives, driven to achieve success, materialistic, pleasure seekers Keegan, W. J. Global Marketing Management, 6 th Ed. New Jersey, 1999, S. 202

13Prof. Dr. Bodo Abel Backer Spielvogel & Bates’ Global Scan Keegan, W. J. Global Marketing Management, 6 th Ed. New Jersey, 1999, S. 202 Adapters Traditionals Pressured Achievers Strivers

14Prof. Dr. Bodo Abel Fairground Tourist Positioning Strategic Positioning Customizing and Quality Positioning Outpacing Low Price and Mass Product Positioning

15Prof. Dr. Bodo Abel Outpacing-Strategy Requirements Strong competition Cost management Outsourcing Global Sourcing Just-in-Time-Logistics Costs- und process-optimization Professional Market Research Unique Selling / Felling Proposition (USP / UFP) Examples Standardization: Benetton, Gap, Honda, Toyota, Mitsubishi, Swatch Differentiation: Levis, Corona, Foster, Guinness (Beer) Hünerberg, p. 137 f. und p. 158

16Prof. Dr. Bodo Abel Strategic Positioning: Consequences Hünerberg, S. 137 f. und S. 158 und Meffert,Marketing Management, Wiesbaden 1994, S. 243