3M_Int.Marketing Concepts & Contexts

2,816 views

Published on

3M_Int.Marketing Concepts & Contexts

  1. 1. INTERNATIONAL MARKETING Concepts & Contexts of Dilara ADAYLAR Academic Year : 2010/2011 – Semester 3
  2. 2. AGENDA I. Company Presentation  History  Products & Markets II. International Marketing Contexts & Concepts III.Summary
  3. 3. I. Company Presentation Presents in more than 200 countries Operations in more than 65 countries $23.123 billion sales revenue (2009) 74,835 employees worldwide (2009) R&D: $ 7 billion in total for last 5 years with 6,700 researchers worldwide
  4. 4. History(I) “Minnesota Mining and Manufacturing Co.” was founded in 1902 / Minnesota  grinding-wheel abrasives 1905 focus on sandpaper products The world's first waterproof sandpaper in the early 1920s By 1920, first entry attempts to European market Invention of masking tape in 1925 I.Company Presentation
  5. 5. History (II) 35 subsidiaries between 1950-1970 In 1963,first research lab outside of the United States in Harlow, England 31 subsidiaries between 1970-2000 In 1999, 3M reorganizes into six business segments In 2001, Six Sigma Program launched. I.Company Presentation
  6. 6. Markets/ Segments(I) I.Company Presentation Industrial and Transportation Business Safety, Security and Protection Services Business Consumer and Office Business Health Care Business Display and Graphics Business Electro and Communications Business
  7. 7. Products & Brands I.Company Presentation Command™ Mounting Products Command Mounting Products help organize and decorate with removable hooks. Post-it® Product Post-it Notes and Products capture and organize ideas. Vikuiti™ Products Vikuiti optical films make LCD screens brighter and more energy efficient. . Filtrete™ Filters Filtrete Air Cleaning Filters improve indoor air quality. Scotch® Tapes and Adhesives Scotch Tapes and Adhesives stick cleanly and dependably. Nexcare™ First Aid Products Nexcare First Aid Products protect skin and heal minor wounds. Scotch-Brite® Products Scotch-Brite Cleaning Products make cleaning fast and easy. Scotchprint™ Graphics Scotchprint Graphics deliver messages with large-format printing and signs. Scotchgard™ Protector Products Scotchgard Protective Products protect fabrics and surfaces.
  8. 8. AGENDA I. Company Presentation II. International Marketing Contexts & Concepts  Regions  Entry modes  Internationalization History of 3M  Type of Internationalization  Degree of Internationalization of 3M  The Overall Motivation of Internationalization III. Summary
  9. 9. Regions The Americas Europe The Middle East & Africa Asia Pasicific II. Int.Marketing Strategies
  10. 10. Entry Modes II. Int.Marketing Strategies
  11. 11. Internationalization History (I) By 1920, 4% of sales were coming out of US Exporting waterproof sandpaper to England by 1922 Sales jumped from less than $200 to more than $68.000 Membership of “American Surface Abrasive Export Corporation” by 1923 The first attempts to acquire abrasives operations in France and Germany failed in 1920s Another try at manufacturing “Wetordry”sandpaper in England, in a shared patent arrangement with two British companies, also failed. II. Int.Marketing Strategies
  12. 12. Internationalization History (II) Durex Corporation with 8 North American competitors in England (1928) Dissolution of Durex (1951) sandpaper plant in England a small plant in France an office in Germany a tape factory in Brazil After WW II, 3M got a head start in developing its European business by using %60 of European distributor network of Durex Corporation. II. Int.Marketing Strategies
  13. 13. Internationalization History (III) II. Int.Marketing Strategies
  14. 14. Internationalization History (IV)
  15. 15. Internationalization History (V) In 1987, international sales was %40 of total sales. By 1992,it increased to %50 with 50:50 plan. Since 1990, 3M acquired 82 companies all around the world.
  16. 16. Type of Internationalization 1920-1980: Global strategy but local implementation 1980-1990s: Moving away from country-by- country management to more regional management 1990s-present: Global management structure “A single voice with a lot of accent” II. Int.Marketing Strategies Ethnocentric Polycentric Regiocentric Geocentric
  17. 17. Degree of Internationalization (I) II. Int.Marketing Strategies
  18. 18. Degree of Internationalization (II) II. Int.Marketing Strategies
  19. 19. The Overall Motivation for Internationalization 3M could never be a “cookie cutter” 3M follows its’ own goals and ambitions for international operations. Extra effort to use every expansion opportunity Resistance to the bad economic situations and political uncertainty II. Int.Marketing Strategies
  20. 20. Summary 3M is a global company Entrepreneurial Geocentric Proactive Culture of Innovation Very large range of international operations
  21. 21. THANK YOU FOR YOUR ATTENTION!
  22. 22. QUESTIONS? NOYES
  23. 23. BACK-UP
  24. 24. Markets/ Segments(II)
  25. 25. Total sales International sales % of international sales 2003 18232 10651 0,584 2004 20011 12133 0,606 2005 21167 12900 0,609 2006 22923 14070 0,613 2007 24462 15475 0,632 2008 25269 16090 0,636 2009 23.123 14.614 0,632 Total sales/International Sales
  26. 26. Total Workforce International Workforce % Of Int.Workforce 2003 67072 33743 50,30862357 2004 67071 34423 51,32322464 2005 69315 36282 52,34364856 2006 75333 40780 54,13298289 2007 76239 42101 55,22239274 2008 79183 45521 57,48834977 2009 74,835 43,322 57,89002472 Total Workfoce /International Workforce
  27. 27. Sales Offices(outside of US) Manufacturing countries Manufacturing Locations 2003 185 28 75 2004 174 29 74 2005 173 29 80 2006 159 29 79 2007 148 32 93 2008 N/A 35 102 2009 N/A 35 105 Number of Manufacturing countries& locations

×