Cyprus Institute of Marketing - Contribution to CIM Marketing Summit 2013 - 20.04.2013

1,065 views
943 views

Published on

Published in: Business, Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,065
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Cyprus Institute of Marketing - Contribution to CIM Marketing Summit 2013 - 20.04.2013

  1. 1. Svend Hollensen GLOBAL MARKETING 5th Edition How to Develop a profitable Global Marketing Strategy CIM Marketing Summit The Cyprus Institute of Marketing, 20.04.2013
  2. 2. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013 How to Develop a profitable Global Marketing Strategy Agenda: 1.Introduction (about myself, International environment, Global Marketing Process etc.) 2. Glocalization strategy (B2B + B2C) 3. Global Account Management (GAM) (B2B – seen from supplier)
  3. 3. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013 Global Marketing Strategy Cyprus Institute of Marketing, 17.04.2013 By: Svend Hollensen, svend@sam.sdu.dk
  4. 4. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013
  5. 5. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013
  6. 6. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013
  7. 7. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013
  8. 8. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013
  9. 9. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013
  10. 10. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013
  11. 11. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013 It nearly came to the situation that the US Government even had to print new 1 dollar notes with a desperate George Washington ………
  12. 12. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013
  13. 13. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013
  14. 14. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013 The new world order (US loosing its leadership in the world economy) – provides new opportunities for emerging regions to position themselves in the long-term development of the world economy
  15. 15. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013 Some background information about myself, my university and my books
  16. 16. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013 Here I live SDU
  17. 17. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013 University of Southern Denmark Sønderborg
  18. 18. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013 19-18
  19. 19. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013 in 1998 2001 in 2004 4th ed. cam in 20075th ed. came in 2010
  20. 20. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013
  21. 21. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013 08-10-2013 21 Global roll-out of Concepts / High speed Global Low-cost Production and Selling Low complexity Regional and local market penetration Culturally Close to Consumer Flexible Response to local customer needsGLOCAL Global Marketing Strategies Globalization (Standardization) Localization (Differentiation) 100% 100%
  22. 22. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013 Persil Black (for Europe) Persil Abaya (for women in Arabic World) 2011: Henkel
  23. 23. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013
  24. 24. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013 17-24
  25. 25. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013
  26. 26. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013 Global Account Management (GAM)
  27. 27. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013 19-27
  28. 28. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013 Three key reasons for increasing importance of CRM/KAM and GAM: 1.Internationalization / globalization of key customers 2.Worldwide consolidation of industries 3.Increasing use of outsourcing on the customer side
  29. 29. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013 19-29 1. Reason for GAM: Internationalization of customers: - An example from the wind turbine industry
  30. 30. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013 13-30
  31. 31. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013 13-31
  32. 32. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013 19-32 2. Reason for GAM: Consolidation of Industries = Fewer customers in the market for the supplier to approach
  33. 33. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013 Consolidation takes place everywhere and not only in the pharmaceutical industry …….. Kilde: www.ims-global.com/.../ news_story_010425.htm
  34. 34. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013
  35. 35. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013 19-35 3. Reason for GAM: Outsourcing of activities = The 1st tier suppliers will get more business from the key global customers
  36. 36. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013 R&D Production Marketing Sales and services Support functions: - Firm infrastructure - Human Ressource Man. Support functions: - Technology development - Procurement (buying) Upstream Downstream - Product dev. - Design - Petents - Product features - Engineering - Prod. capaciy - Component parts - Assembly - Material flow - Quality Man. - Marketing info. - Product - Price - Distribution - Communication - Branding - Sales force - Logistics - Terrms of sales - Inventory - Payment -Customer service Suppliers Cus- tomers Value chain of focal firm:
  37. 37. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013 Aluminium Prod End-consumers First tier: B2B B2C Suppliers: Customers: Upstream Downstream Focal firm: Braun (Gillette) Second tier: Nylon prod. / DuPont Brushhead Oil / Refiner Chemicals / Plastic molder Plast parts Electric motor Wires / Plugs / Timer / chip / Printed circuit Rechargeable Battery pack B2BB2B B2B Rubber / Metal / Wire producer Chemicals / Producer of NiCd batteries Mass Merchan- disers: Marks&Spencer Sainsbury Tesco, B&Q etc. Second tier:First tier: Electrical retail chains: Dixons Curry Comet Electrical wholesaler Independent electrical stores Internet: Amazon.com Dentist.net etc. ’Internal’ value chain:
  38. 38. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013 Figure: The trend towards increasing outsourcing among European car manufacturers Source: Focus Money, Wertschöpfung von Autozuliefern14. Juli, p. 13
  39. 39. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013 Seller Buyer
  40. 40. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013
  41. 41. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013 19-41 Development of GAM
  42. 42. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013 Customer (GA) HQ Supplier HQ ……..Country A Country B Country C Country N Traditional HQ-HQ negotiations with central distribution Centralized coordination of the GAM relationship: (GAM relationship with relative high customer power): Customer (GA) HQ
  43. 43. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013 …….. …….. Decentralizedandlocal adaptationofGAM Supplier HQ Customer (GA) HQ Local Coordina- tion Local Coordina- tion Local Coordina- tion Country A Country A Country B Country B Country C Country C Country N Country N Mix - coordination af GAM-relation:
  44. 44. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013 …….. …….. Decentralizedandlocal adaptationofGAM Supplier HQ Customer (GA) HQ Local Coordina- tion Local Coordina- tion Local Coordina- tion Country A Country A Country B Country B Country C Country C Country N Country N Decentralized coordination of the GAM relationship:
  45. 45. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013 One example of centralized negotiation of GAM:
  46. 46. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013
  47. 47. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013
  48. 48. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013 (DC = Distribution Centres)
  49. 49. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013 Customer (GA) HQ Supplier HQ ……..Country A Country B Country C Country N Traditional HQ-HQ negotiations with decentralized distribution GAM relationship with relative high customer power: DC logistics DC logistics
  50. 50. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013 Production units
  51. 51. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013 Global Marketing of: = GAM
  52. 52. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013
  53. 53. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013 Outside Europe: Adaptation of ‘Global Marketing’ Russia – pure translation India – Co-authorship Latin America – Co-authorship Europe: China – pure translation
  54. 54. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013 Textbooks for courses in ”International Marketing”: • Fragmented market • No clear market leader • Intensive competition on the publisher level
  55. 55. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013 Textbooks for courses in ”International Marketing”: High degree of competition between textbooks on publisher level: and many more ..
  56. 56. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013 Textbooks for courses in ”International Marketing”: High degree of internal competition:
  57. 57. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013 = The wold’s biggest publisher within business literature for uni. courses Reps in UK (home) Reps in Benelux Reps in Skandinavia Reps in Eastern Europe Reps in Africa and Asia Reps in North America Business schools = end customers Lecturers Students Lecturers Students Lecturers Students Lecturers Students Lecturers Students Lecturers Students Supplier: R & D Product development Customer: Production & Marketing GAM -relation HQ in UK (London) What to do as a supplier with small relative power?
  58. 58. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013 Recommendations for the supplier in GAM-relationships: 1. Try to increase the level of your ’value’, which is perceived by the customer, e.g. by suggesting an extension of your product solution, for example by offering special after-sales-services 2. Try to offset the customer’s central buying power by communicating directly to the local end-customers. In this connection, local partners (agents etc.) can be of great help 3. Try to take advantage of local differences in the decision processes of the global customer organization. In a global consolidation process with many M&As it is hard for the customer HQs to implement central negotiation processes. They have to decentralize and this provides opportunities for the supplier to achieve good local deals.
  59. 59. Svend Hollensen, CIM Marketing Summit, Cyprus Institute of Marketing, 20.04.2013 Thank you !

×