1 / 21

Chapter 7 Strategic Planning

Chapter 7 Strategic Planning. Global Marketing. Globalization reflects a business orientation which believes that: Companies need to globalize their international strategies by formulating them across markets to:. Globalization drivers. Market factors

royal
Télécharger la présentation

Chapter 7 Strategic Planning

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Chapter 7 Strategic Planning

  2. Global Marketing • Globalization reflects a business orientation which believes that: • Companies need to globalize their international strategies by formulating them across markets to:

  3. Globalization drivers • Market factors • Reasons for the similarity in the consumers’ demand are: • Cost factors –

  4. Globalization drivers • Environmental factors – • ____________or “born globals” are taking advantage of today’s more open trading regions and newer technologies

  5. Globalization drivers • Competitive factors

  6. The Strategic Planning Process • Formal strategic planning contributes to both financial performance as well as nonfinancial objectives such as:

  7. The Strategic Planning Process • Three broad dimensions need to be kept in mind are: • Soft power:

  8. The Strategic Planning Process • Understanding and adjusting the core strategy • The strategic business unit represents groupings organized around market similarities based on:

  9. The Strategic Planning Process • Market and competitive analysis • Provides global marketers with tools to: • Key is to understand the structure of the global industry:

  10. The Strategic Planning Process • Internal analysis • Formulating a global marketing strategy

  11. The Strategic Planning Process • Country-market choice • ______________ involve two measures: • Market expansion policy determines the allocation of resources among various markets

  12. The Strategic Planning Process • Segmentation • Allows global marketers to take advantage of the benefits of standardization:

  13. The Strategic Planning Process • Developing the global marketing program - Marketing-related decisions will have to be made in four areas: • Marketing approach • Glocalization:

  14. The Strategic Planning Process • Location and extent of value-adding activities • Competitive moves • Cross-subsidization: • Challenges of global marketing

  15. The Strategic Planning Process • Not-invented-here syndrome (NIH): Leads to decline of global program when: • Localizing global marketing – • Globalization enhances the flow of information leading to:

  16. The Strategic Planning Process • Encourage personnel interchange to gain experience abroad • NIH syndrome can be avoided by:

  17. The Strategic Planning Process • Maintaining a product portfolio that includes local as well as regional and global brands • Localizing global marketing - Organization structures

  18. The Strategic Planning Process • Matrix structure is considered more effective in today’s global marketplace • Execute global account management programs: • Localizing global marketing – • Affects and is affected by:

  19. The Strategic Planning Process • The management development system has to be transparent wherein: • Implement compensation and mobility policies to avail the best talent regardless of job location

  20. The Local Company in the Global Environment • Degree and strength of globalization in an industry determines the pressure that the local marketer will be under • Extent to which the company’s assets are transferable determines the opportunity dimension • Multiple strategies are available to local marketers when global markets and marketers challenge them

  21. The Local Company in the Global Environment • The following six-part strategy for success has been proposed:

More Related