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INTERNATIONAL MARKETING MANAGEMENT

INTERNATIONAL MARKETING MANAGEMENT. SESSION 15: DEVELOPING GLOBAL MARKETING STRATEGIES: BROAD-BASED STRATEGIES. 1. BROAD-BASED STRATEGIES. Locally Responsive Strategies. Hybrid Strategies. Globally Coordinated Strategies. e.g. Unilever, Sarah Lee. e.g. P&G. e.g. Akzo-Nobel. Henkel.

jessamine-crawford
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INTERNATIONAL MARKETING MANAGEMENT

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  1. INTERNATIONAL MARKETING MANAGEMENT SESSION 15: DEVELOPING GLOBAL MARKETING STRATEGIES: BROAD-BASED STRATEGIES 1

  2. BROAD-BASED STRATEGIES Locally Responsive Strategies Hybrid Strategies Globally Coordinated Strategies e.g. Unilever, Sarah Lee e.g. P&G e.g. Akzo-Nobel Henkel Nestlé 2

  3. MULTI-DOMESTIC BROAD-BASED STRATEGIES ADVANTAGES • Broad Market Position • Market Responsiveness • Localized Market Power CHALLENGES • Inconsistent National Brand Identities • How to Leverage Position Across Markets 3

  4. GLOBALLY INTEGRATED STRATEGIES ADVANTAGES • Global Coverage • Uniform Identity and Strategy • Fit with Global Customers • Cost Economies CHALLENGES • Design and Development of Global Products • Building Management Capabilities • Achieving Integration • Loss of Local Adaptability 4

  5. BUILDING GEOGRAPHIC POSITION VIA STRATEGIC ALLIANCES Advantages/Objectives • Acquire missing resources (or reduce costs) • Broaden geographic scope • Build competitive advantage Limitations • Difficult to manage • Partial control 5

  6. ASSESSING GEOGRAPHIC COVERAGE Hi GeographicCoverageNb. of Countries Crusaders Emperors Knights Kings Lo Lo Hi Market PositionNb and Strength of Brands 6

  7. DIFFERENT TYPES OF ALLIANCES Country 1 Firm A Country 2 Firm B Country 3 Firm C R & D R & D R & D Manufacturing Manufacturing Manufacturing Marketing & Sales Marketing & Sales Marketing & Sales R&D-BASED ALLIANCES 7

  8. DIFFERENT TYPES OF ALLIANCES Country 1 Firm A Country 2 Firm B R & D R & D Manufacturing Manufacturing Marketing & Sales Marketing & Sales PRODUCTION-BASED ALLIANCES 8

  9. DIFFERENT TYPES OF ALLIANCES Country 1 Firm A Country 2 Firm B R & D R & D Manufacturing Manufacturing Marketing & Sales Marketing & Sales MARKETING-BASED ALLIANCES 9

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