Methodology by which company manages & organizes its international activities

1. How should the company
manage & organize its
international activities?
Marketing Management : A South Asian Perspective 14th Edition (English) 14th Edition

2. Export department
YOUR LOGO
International division
- Geographical organizations
- World product groups
- International subsidiaries
Global Organizations

3. YOUR LOGO
Global Marketing
Advantages
 Economies of scale
 Lower marketing costs
 Power and scope
 Consistency in brand image
 Ability to leverage
 Uniformity of marketing
practices
Disadvantages
 Differences in consumer
needs, wants, usage patterns
 Differences in consumer
response to marketing mix
 Differences in brand
development process
 Differences in environment

4. YOUR LOGO
Red Bull Has 70% of Worldwide Energy Drink Market

5. YOUR LOGO
What Marketing Aspects Might Be Adapted for
International Marketing?
 Product features
 Labeling
 Colors
 Materials
 Sales promotion
 Advertising media
 Brand name
 Packaging
 Advertising execution
 Prices
 Advertising themes

6. YOUR LOGO
Cultural Dimensions
Individualism
vs.
Collectivism
Weak vs. Strong
Uncertainty
Avoidance
High vs. Low
Power Distance
Masculine
vs.
Feminine

7. YOUR LOGO
Commandments of
Global Branding
 Understand similarities and differences in the global
branding landscape
 Do not take shortcuts in brand building
 Establish a marketing infrastructure
 Embrace integrated marketing communications
 Establish brand partnerships

8. YOUR LOGO
Commandments of
Global Branding (cont.)
 Balance standardization and customization
 Balance global and local control
 Establish operable guidelines
 Implement a global brand-equity measurement system
 Leverage brand elements

9. YOUR LOGO
International Product and Communication
Strategies

10. YOUR LOGO
Levels of Product Adaptation
 Production of regional product versions
 Production of country versions
 Production of city versions
 Production of retailer versions

11. YOUR LOGO
Haagen Dazs
developed a Dulce de Leche ice-cream
for Its Argentina market

12. YOUR LOGO
Communications
 Communications adaptation
 Dual adaptation

13. YOUR LOGO
Price Choices
• Set a uniform price
everywhere
• Set a market-based
price in each country
• Set a cost-based price
in each country