Global Marketing Planning 6

71 %
29 %
Information about Global Marketing Planning 6

Published on January 13, 2009

Author: aSGuest10370


Slide 1: Global Marketing Management Stages of development of the transnational corporation Stage one - domestic Stage two - International Stage three - multinational Stage four - global Stage five - transnational The International Marketing Planning Process Stage one - Domestic : Stage one - Domestic Domestic in focus, visions and operations focus on domestic markets environment scanning is local ‘if it’s not happening in the home country, it’s not happening’ often conscious decision can develop to be stage two company Stage two - International : Stage two - International Extends marketing, manufacturing and other activities outside the main country remains ethnocentric (home country orientated) groups people together in an international division strategy of ‘extension’ Slide 4: Global development always begins in stage two it would be a mistake to simultaneously jump into new customer and new product/technology markets Stage three - Multinational : Stage three - Multinational Discover that different markets need some degree of adaptation e.g Toyota first entered US in 1957 as Toyopet ‘overpriced, underpowered, built like tanks’ no such thing as failure, only learning ‘multidomestic’ focus Slide 6: Discover that different markets need some degree of adaptation -Toyopet Slide 7: Polycentric orientation adapts domestic marketing mix to suit the differing international markets Stage four - Global : Stage four - Global Major strategic departure global marketing and/or sourcing strategy focus globally and supply from domestic market e.g Harley Davidson supply domestic market from global sources e.g. Gap Must understand the limitations of competitive advantage (not too ambitious!) focus globally and supply from domestic market e.g Harley Davidson : focus globally and supply from domestic market e.g Harley Davidson Stage five - Transnational : Stage five - Transnational Sales, investments and operations in many countries integrated world enterprise that links global markets and global supplies geocentric - recognises similarities and differences and adapts to them adaptation adds value key assets are dispersed, interdependent and specialised e.g. R&D Slide 11: E.g. Caterpillar - manufactures and assembles in many countries components are shipped-in from many countries they are assembled then despatched to different countries experience and knowledge are shared globally scans the world for information ‘grow or die’ - aspirations are global global bias for key functions e.g. finance, NPD, supply chain management Slide 12: Caterpillar - manufactures and assembles in many countries Strengths at each level : Strengths at each level International exploit’s the parent company’s knowledge and capabilities through worlwide diffusion of products Multinational flexible ability to respond to national differences Global cost advantage through centralised operations Transnational combines above in an integrated network, which leverages worldwide learning and experience Slide 14: Phase one – Preliminary analysis and screening: matching company/country needs Phase two – Adapting the marketing mix to target markets Phase three – Developing the plan Phase four – implementation and control Environmental uncontrollables, company character, and screening. Host country (s) constraints Company character Matching mix requirements Product Price Promotion Distribution/place Physical Evidence People Process Marketing plan development Situation analysis Objectives Strategic options Tactics Budget Action programmes Implementation, evaluation, control Objectives and standards Assign responsibilities Measure performance Corrective action Information derived from each phase, market research and performance. The International Marketing Planning Process.

Add a comment

Related presentations

Related pages

Global Marketing Business Plan - Bplans: Business Planning ...

West Pacific Marketing global marketing business plan executive summary. West Pacific Marketing Consultants offers customized marketing services in the ...
Read more


GLOBAL MARKETING MANAGEMENT ... Chapter 6 GLOBAL MARKETING INFORMATION SYSTEMS ... The Global Marketing Audit Defined 418 Planning and Budgeting 421
Read more

Marketing plan - Wikipedia, the free encyclopedia

Marketing planning can also be used to prepare a detailed case for introducing a ... Marketing goals: The marketing plan should include attainable ...
Read more

Chapter 1: Introduction To Global Marketing

Chapter 1: Introduction To Global Marketing. ... · To describe what is involved in planning for global marketing. ... Figure 1.6 gives a framework for the ...
Read more

Determinants and benefits of global strategic marketing ...

Global strategic marketing planning has become increasingly important with the advent of worldwide competition and the growing rapidity of change in the ...
Read more

Global marketing - Wikipedia, the free encyclopedia

Global marketing is ... global marketing and global ... 3rd edition, John Wiley & Sons, ISBN 0-471-23062-6. Philip Kotler & Keller (2005) Marketing ...
Read more

AIM Global-Marketing Plan (6 Ways to Earn) - YouTube

There are 6 ways to earn in ... AIM Global Marketing Plan by VP John Asperin part ... AIM GLOBAL MARKETING PLAN (6 ways to earn) ...
Read more

Marketing Management - Willkommen — Verbundzentrale des GBV

What Is Strategic Planning? 6 Strategic Planning and Marketing Management 6 ... Global Marketing 190 The Competitive Advantage of Nations 191
Read more

Marketing Intelligence & Planning - Emerald Insight

Advances in information technology have constantly impacted upon the global marketing strategies of firms. This paper assesses the implications that an ...
Read more