Global marketing strategies.
Significance of global marketing. <ul><li>Domestic markets are saturated </li></ul><ul><li>Recover the investments faster ...
Selecting a potential market. <ul><li>Regional Free Trade Zone. </li></ul><ul><li>Ensure economic growth </li></ul><ul><li...
<ul><li>Evaluation of Potential markets. </li></ul><ul><li>Analyses markets on the basis of macro environmental factors. <...
The impact of environmental forces on global marketing. <ul><li>Economic environment. </li></ul><ul><li>Political environm...
Methods of entering a new market. <ul><li>Direct exports </li></ul><ul><li>Indirect exports </li></ul><ul><li>Licensing </...
Direct exports <ul><li>Companies sells their goods through middle men located in foreign countries  </li></ul><ul><li>More...
Indirect exports <ul><li>Exporting through a domestic intermediary  </li></ul><ul><li>Brokers , export managers, agents  <...
Licensing <ul><li>Form of providing access to a  patent or trade mark to some other company by charging a fee or royalty <...
Joint ventures <ul><li>Foreign company invites a local company to become an equity partner share risk  </li></ul><ul><li>H...
Internationalization  <ul><li>Entry modes and timings.  </li></ul><ul><li>Maturity stage –  start exports  </li></ul><ul><...
<ul><li>Stage of standardization – contractual agreements or FDI  </li></ul><ul><li>Early phase – contracts – license , Fr...
Types of marketing organization <ul><li>Export division- self sufficient export division </li></ul><ul><li>International d...
Developing global marketing strategies <ul><li>Product strategies </li></ul><ul><li>Promotion strategies </li></ul><ul><li...
<ul><li>Thank you  </li></ul>
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Global Marketing Strategies.

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Transcript of "Global Marketing Strategies."

  1. 1. Global marketing strategies.
  2. 2. Significance of global marketing. <ul><li>Domestic markets are saturated </li></ul><ul><li>Recover the investments faster </li></ul><ul><li>Rapid technical growth. </li></ul><ul><li>Effect of globalization and reduction of boundaries. </li></ul>
  3. 3. Selecting a potential market. <ul><li>Regional Free Trade Zone. </li></ul><ul><li>Ensure economic growth </li></ul><ul><li>Increase trade relations </li></ul><ul><li>Increase foreign capital inflows </li></ul><ul><li>Create economic trade blocs. </li></ul><ul><li>Integrate policies of member countries. </li></ul>
  4. 4. <ul><li>Evaluation of Potential markets. </li></ul><ul><li>Analyses markets on the basis of macro environmental factors. </li></ul><ul><li>Analyzing the market size, product acceptability and customer perceptions. </li></ul><ul><li>Analyzing micro environmental factors </li></ul><ul><li>Ranking the potential markets based on profit potential, market share ,investments, margins sales etc. </li></ul>
  5. 5. The impact of environmental forces on global marketing. <ul><li>Economic environment. </li></ul><ul><li>Political environment. </li></ul><ul><li>Social and cultural environment. </li></ul><ul><li>Legal and regulatory environment. </li></ul><ul><li>Technological environment. </li></ul>
  6. 6. Methods of entering a new market. <ul><li>Direct exports </li></ul><ul><li>Indirect exports </li></ul><ul><li>Licensing </li></ul><ul><li>Joint ventures </li></ul><ul><li>Mergers </li></ul><ul><li>Strategic alliances </li></ul>
  7. 7. Direct exports <ul><li>Companies sells their goods through middle men located in foreign countries </li></ul><ul><li>More control over distribution channel </li></ul><ul><li>Open their own sales offices. </li></ul><ul><li>Textiles </li></ul><ul><li>Tirupur </li></ul><ul><li>Goa –wines </li></ul><ul><li>Auto parts </li></ul>
  8. 8. Indirect exports <ul><li>Exporting through a domestic intermediary </li></ul><ul><li>Brokers , export managers, agents </li></ul><ul><li>Minimum risk </li></ul><ul><li>Marble stones in Rajasthan </li></ul>
  9. 9. Licensing <ul><li>Form of providing access to a patent or trade mark to some other company by charging a fee or royalty </li></ul><ul><li>Companies with strong brand names </li></ul><ul><li>Pharmaceutical industries </li></ul>
  10. 10. Joint ventures <ul><li>Foreign company invites a local company to become an equity partner share risk </li></ul><ul><li>Have access to indepth knowledge of the local market </li></ul>
  11. 11. Internationalization <ul><li>Entry modes and timings. </li></ul><ul><li>Maturity stage – start exports </li></ul><ul><li>More exports – technology transfer and new products </li></ul><ul><li>More new products –threat to domestic companies </li></ul><ul><li>Govt –protectionism </li></ul><ul><li>Non tariff barriers </li></ul>
  12. 12. <ul><li>Stage of standardization – contractual agreements or FDI </li></ul><ul><li>Early phase – contracts – license , Franchising </li></ul><ul><li>Later stages – FDI </li></ul><ul><li>Company specific know how – JV </li></ul><ul><li>Gain experience – terminate JV and establish wholly owned subsidiary </li></ul>
  13. 13. Types of marketing organization <ul><li>Export division- self sufficient export division </li></ul><ul><li>International division-Separate division for international business </li></ul><ul><li>Global organization-whole organization handles international business </li></ul>
  14. 14. Developing global marketing strategies <ul><li>Product strategies </li></ul><ul><li>Promotion strategies </li></ul><ul><li>Pricing strategies </li></ul><ul><li>Place strategies </li></ul>
  15. 15. <ul><li>Thank you </li></ul>
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