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Going global – what works and what doesn’t - presentation at #GIMW
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Going global – what works and what doesn’t - presentation at #GIMW


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Amit Sinha Roy of Tata Communications shares his experiences about going global and key insights useful for Indian entrepreneurs.

Amit Sinha Roy of Tata Communications shares his experiences about going global and key insights useful for Indian entrepreneurs.

Published in: Business, News & Politics

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  • 1. Going Global what works and what doesn’t GIMW, Delhi 14 June 2014 Amit Sinha Roy
  • 2. Global trade versus Globalization The subtle differences It is about the business entity and it’s global presence • Global trade, also known as international trade, is simply the exchange of goods and services across international boundaries. Global trade involves the export and import of goods and services between international borders • Globalization is the impact of integration of international markets leading to what is popularly termed as the “flattening of the world” leading to creation of new markets as well as new competitive pressures • Globalization is fueled by advances in communications technologies and transportation
  • 3. So what is Globalization? Globalization (or globalisation) is the process of international integration arising from the interchange of world views, products, ideas, and other aspects of culture Advances in transportation and telecommunications infrastructure, including the rise of the telegraph and its posterity the Internet, are major factors in globalization, generating further interdependence of economic and cultural activities Source: Wikipedia
  • 4. The role of communications (internet) in Globalization “The Internet will create the winner and bury the laggards” - Philip Kotler
  • 5. Source: Intel
  • 6. Key drivers for going Global Driving growth Availability of Natural resources / Raw materials Value addition – manufacturing, design, finishing Economies of scale - specialization Balancing of Demand / Supply Specific skill sets Government regulations, SOPs – e.g. pollution
  • 7. Potential barriers to going Global Competition Tariffs Subsidies Regulations, Laws Language Climate Resources
  • 8. Advantages of going Global For businesses and consumers Access to new markets Achieving volume – economies of scale Lowering production costs Global product & service availability Potentially better quality products & services Development of Nations & Goodwill Dealing with natural calamities – famine, draught Ability to earn Foreign exchange
  • 9. Disadvantages of going Global The underbelly Monopolistic behavior Competition for smaller local businesses Uneven wealth distribution Unemployment in certain areas Economic depression in a particular area leading to instability Loss of local culture Environment impact – polluting industries Spread of diseases – human and agricultural
  • 10. Switching gears - to the Global marketing context Source: Philip Kotler, Marketing Management “We are living in a world that is no longer facing a shortage of goods but a shortage of customers” "The most important thing is to forecast where customers are moving and be in front of them.“
  • 11. Key elements to becoming a successful global marketer “Being a successful global marketer means more than just translating content” • Target audience • Groups and forums • Social networks and endorsements • User generated content • Optimize for mobile • Well targeted campaigns • Language • Time of day • Video • Discounts & contests • Frequency Source: Hubspot
  • 12. Glocalization – success stories abound Glocalization = Global advantages, local relevance: Think Global & Act Local • Airbnb – localized application • Coca cola – CSR – support my school • Expedia – localized holiday destinations • McDonalds – local food sentiments • Pepsi – localization of food • TCS – b2b success model • WWF – World Earth Hour
  • 13. Think Global, Act Glocal — Distributed Marketing Model Can your brand assets be leveraged globally? Can services be reused across regions? How many global agency partners do you have? How many do you need? How complex is your channel ecosystem? What channels do you use in specific countries? Can you leverage assets across channels? What are the regulatory considerations you face in the various countries in which you operate? Source: TCS blogs
  • 14. Distributed marketing model Distributed Marketing Control provides organizations with: • A global framework and governance charter that is usable across all of their regions • The ability to plan global strategies and maturity models and implement locally • A global platform that is extensible to regions • Production capability that is able to deliver services to all regions in a uniform fashion • The ability to re-use assets and services • The ability to report metrics–campaign ROI, deep customer insights based on analysis of structured and unstructured data, demand forecasts, and more–both globally and by region Source: TCS blogs
  • 15. Questions?
  • 16. Thank you twitter: @avsroy