TAPPING INTO GLOBAL MARKETS Alfonso Gabriel A. Vega Ateneo School of Medicine and Public Health Top 10 Concepts
Outline:  Tapping into global markets involves <ul><li>Competing in a global basis </li></ul><ul><li>Knowing when to jump ...
Outline:  Tapping into global markets involves <ul><li>Communications </li></ul><ul><li>Product Adaptation </li></ul><ul><...
Concept 1: Competing in a global basis <ul><li>Global industry </li></ul><ul><li>Global firm </li></ul><ul><li>Kotler: ABB...
Concept 2: Deciding whether to go abroad <ul><li>Decision making and Internationalization process </li></ul><ul><li>Kotler...
Concept 3: Which market to get feet wet in <ul><li>Potential markets </li></ul><ul><li>Kotler: Danone in India </li></ul><...
Concept 4: How to get our feet wet <ul><li>Exporting, licensing, joint ventures, and direct investment </li></ul><ul><li>K...
Concept 5: Determining the marketing program <ul><li>Standardized vs adaptive </li></ul><ul><li>Consumer behavior </li></ul>
Concept 5: Determining the marketing program <ul><li>Kotler: Red Bull </li></ul><ul><li>Local: Unilever, P&G </li></ul><ul...
Concept 6: Communications <ul><li>Standardized vs adaptive </li></ul><ul><li>Kotler: Nike Chamber of Fear </li></ul><ul><l...
Concept 7: Product Adaptation <ul><li>Regional </li></ul><ul><li>Country </li></ul><ul><li>City </li></ul><ul><li>Retailer...
Concept 7: Product Adaptation <ul><li>Kotler: Disneyland Paris </li></ul><ul><li>Local: Unilever product sachets </li></ul...
Concept 8: Country Images and consumer perceptions <ul><li>Effect of image on tourism and commerce </li></ul><ul><li>Disti...
Concept 8: Country of origin effects and consumer perceptions <ul><li>Kotler: Japan and automobiles </li></ul><ul><li>Loca...
Concept 9: Marketing Organization <ul><li>Export department    International Division    Global Organization </li></ul>
Concept 9: Marketing Organization <ul><li>Kotler: Sony </li></ul><ul><li>Local: San Miguel Beer </li></ul><ul><li>Medical:...
Concept 10: Pricing <ul><li>Uniform </li></ul><ul><li>Market-based </li></ul><ul><li>Cost-based </li></ul><ul><li>Kotler: ...
Summary:  Tapping into global market involves… <ul><li>Competing in a global basis </li></ul><ul><li>Knowing when to jump ...
Summary:  Tapping into global market involves… <ul><li>Competing in a global basis </li></ul><ul><li>Knowing when to jump ...
Summary: Tapping into global markets is… <ul><li>Communications </li></ul><ul><li>Product Adpatation </li></ul><ul><li>Cou...
To conclude:  Global Markets <ul><li>A global firm requires </li></ul><ul><li>Specific objectives, policies  </li></ul><ul...
TAPPING INTO GLOBAL MARKETS Alfonso Gabriel A. Vega Ateneo School of Medicine and Public Health Top 10 Concepts
Upcoming SlideShare
Loading in …5
×

Marketing chapter 21 report - alsonfo gabriel a. vega mdmba 070016

845 views

Published on

Tapping into global markets

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
845
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
15
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Global industry- strategic positions of competitors are affected by overall global position Global firm-companies situated in more than 1 country; R&amp;D, prodn, logistics, marketing and finance not available in domestic situation Abb- epitome of a global firm; transformers, elctronics, instrumentation, auto components, aircnditioning, and railroad equipment 8 business segments located all over the world Central office with 200 employees as compared to 2000 in phillips Managers regularly rotated ad mixed-nationality teams encouraged
  • Most companies wouldRemain domestic if domestic markets were large enough. No need to learn other languages, cultures business traditions. Business is easier and faster Reasons: Profit opportunities Larger customer base for economies of scale Reduce dependence on 1 market Counterattack global competitors on their own domestic markets Before going aborad, company must be aware and weigh several risks
  • Capitalizing on the development of potential markets abroad Involves need evaluation 2 approaches: Waterfall approach Sprinkler approach
  • Assembly line vs customization All based on consumer behavior
  • Regional- nokia making phones for asia that have a louder ringing volume for asian streets Country- phillips making shavers with smaller handles for asian hands City- beer to suit Munich or Tokyo tastes Retailer- common supplier of coffee, different specifications
  • Disney harshly criticized as an example of US cultural imperialism Ignored french cultures such as serving wine with food Guests need to be welcomed on the bases of their own culture and travel habits
  • Unifrom price- different profit rates in different countries; price variability Market-based price- ignores differences in actual costs; lead to prod’n of gray markets Cost-based- might price coke out of the market in countries where costs are too high
  • Marketing chapter 21 report - alsonfo gabriel a. vega mdmba 070016

    1. 1. TAPPING INTO GLOBAL MARKETS Alfonso Gabriel A. Vega Ateneo School of Medicine and Public Health Top 10 Concepts
    2. 2. Outline: Tapping into global markets involves <ul><li>Competing in a global basis </li></ul><ul><li>Knowing when to jump </li></ul><ul><li>Which market to get feet wet in </li></ul><ul><li>How to get our feet wet </li></ul><ul><li>Marketing Program </li></ul>
    3. 3. Outline: Tapping into global markets involves <ul><li>Communications </li></ul><ul><li>Product Adaptation </li></ul><ul><li>Country Images and consumer perceptions </li></ul><ul><li>Marketing Organization </li></ul><ul><li>Pricing </li></ul>
    4. 4. Concept 1: Competing in a global basis <ul><li>Global industry </li></ul><ul><li>Global firm </li></ul><ul><li>Kotler: ABB </li></ul><ul><li>Local: San Miguel </li></ul><ul><li>Medical: multinational pharmaceuticals </li></ul>
    5. 5. Concept 2: Deciding whether to go abroad <ul><li>Decision making and Internationalization process </li></ul><ul><li>Kotler: Billabong </li></ul><ul><li>Local: San Miguel Beer </li></ul><ul><li>Medical: Medical City </li></ul>
    6. 6. Concept 3: Which market to get feet wet in <ul><li>Potential markets </li></ul><ul><li>Kotler: Danone in India </li></ul><ul><li>Local: Procter & Gamble and sachets </li></ul><ul><li>Medical: HPV vaccination </li></ul>
    7. 7. Concept 4: How to get our feet wet <ul><li>Exporting, licensing, joint ventures, and direct investment </li></ul><ul><li>Kotler: MAG </li></ul><ul><li>Local: McDonald’s </li></ul><ul><li>Medical: Braun </li></ul>
    8. 8. Concept 5: Determining the marketing program <ul><li>Standardized vs adaptive </li></ul><ul><li>Consumer behavior </li></ul>
    9. 9. Concept 5: Determining the marketing program <ul><li>Kotler: Red Bull </li></ul><ul><li>Local: Unilever, P&G </li></ul><ul><li>Medical: St. Lukes Medical Center </li></ul>
    10. 10. Concept 6: Communications <ul><li>Standardized vs adaptive </li></ul><ul><li>Kotler: Nike Chamber of Fear </li></ul><ul><li>Local: Jollibee </li></ul><ul><li>Medical: The Medical City </li></ul>
    11. 11. Concept 7: Product Adaptation <ul><li>Regional </li></ul><ul><li>Country </li></ul><ul><li>City </li></ul><ul><li>Retailer </li></ul>
    12. 12. Concept 7: Product Adaptation <ul><li>Kotler: Disneyland Paris </li></ul><ul><li>Local: Unilever product sachets </li></ul><ul><li>Medical: flavored multivitamins </li></ul>
    13. 13. Concept 8: Country Images and consumer perceptions <ul><li>Effect of image on tourism and commerce </li></ul><ul><li>Distinct customer beliefs </li></ul>
    14. 14. Concept 8: Country of origin effects and consumer perceptions <ul><li>Kotler: Japan and automobiles </li></ul><ul><li>Local: Philippines and nurses </li></ul><ul><li>Medical: Unilever </li></ul>
    15. 15. Concept 9: Marketing Organization <ul><li>Export department  International Division  Global Organization </li></ul>
    16. 16. Concept 9: Marketing Organization <ul><li>Kotler: Sony </li></ul><ul><li>Local: San Miguel Beer </li></ul><ul><li>Medical: GlaxoSmithKline </li></ul>
    17. 17. Concept 10: Pricing <ul><li>Uniform </li></ul><ul><li>Market-based </li></ul><ul><li>Cost-based </li></ul><ul><li>Kotler: Microsoft </li></ul><ul><li>Local:Mcgraw-Hill </li></ul><ul><li>Medical: Essential Drug Pricing </li></ul>
    18. 18. Summary: Tapping into global market involves… <ul><li>Competing in a global basis </li></ul><ul><li>Knowing when to jump </li></ul><ul><li>Which market to get feet wet in </li></ul><ul><li>How to get our feet wet </li></ul><ul><li>Marketing Program </li></ul>
    19. 19. Summary: Tapping into global market involves… <ul><li>Competing in a global basis </li></ul><ul><li>Knowing when to jump </li></ul><ul><li>Which market to get feet wet in </li></ul><ul><li>How to get our feet wet </li></ul><ul><li>Marketing Program </li></ul>
    20. 20. Summary: Tapping into global markets is… <ul><li>Communications </li></ul><ul><li>Product Adpatation </li></ul><ul><li>Country Images and consumer perceptions </li></ul><ul><li>Marketing Organization </li></ul><ul><li>Pricing </li></ul>
    21. 21. To conclude: Global Markets <ul><li>A global firm requires </li></ul><ul><li>Specific objectives, policies </li></ul><ul><li>and strategies </li></ul><ul><li>To capture potential markets </li></ul>
    22. 22. TAPPING INTO GLOBAL MARKETS Alfonso Gabriel A. Vega Ateneo School of Medicine and Public Health Top 10 Concepts

    ×