Marketing plan marshall pres ch3

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Marketing plan marshall pres ch3

  1. 1. UNDERSTANDING THE GLOBAL MARKETPLACE: MARKETING WITHOUT BORDERS 03 Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved McGraw-Hill/Irwin
  2. 2. LEARNING OBJECTIVES <ul><li>Identify the various levels in the Global Marketing Experience Curve </li></ul><ul><li>Learn the essential information components for assessing a global market opportunity </li></ul><ul><li>Learn the stages of classification system for evaluating and marketing in an emerging market </li></ul><ul><li>Define the key regional market zones and their marketing challenges </li></ul><ul><li>Describe the strategies for entering new global markets </li></ul><ul><li>Recognize key factors in creating a global product strategy </li></ul>3-
  3. 3. DISTINCT STAGES OF INTERNATIONAL MARKETING 3-
  4. 4. TEN EXAMPLES OF GLOBAL COMPANIES AND THEIR EXPANSION IN GLOBAL MARKETS <ul><li>EXHIBIT 3.2 </li></ul>3- Years to Expansion U. S. Company First Expansion 29 Wal-Mart (est. 1962) 1991 - Wal-Mart opens two units in Mexico City. 20 Hewlett-Packard (est. 1939) 1959 – HP sets up a European marketing organization in Geneva, Switzerland, and a manufacturing plant in Germany. 26 Tyson Foods (est. 1963) 1989 - Tyson establishes a partnership with a Mexican poultry company, to create an international partnership. 25 Caterpillar (est. 1925) 1950 – Caterpillar Tractor Co. Ltd. in Great Britain is founded. 19 Home Depot (est. 1979) 1998 – Home Depot enters the Puerto Rican market followed by Argentina. 18 Gap (est. 1969) 1987 - The first Gap store outside the United States opens in London on George Street. 12 Goodyear (est. 1898) 1910 - Goodyear’s Canadian plant opens. 10 FedEx (est. 1971) 1981 - International delivery begins with service to Canada. 1 PepsiCo (est. 1965) 1966 - Pepsi enters Japan and Eastern Europe.
  5. 5. ASSESSING THE GLOBAL OPPORTUNITY <ul><li>Essential Information </li></ul>3-
  6. 6. ASSESSING THE GLOBAL OPPORTUNITY <ul><li>Emerging Markets </li></ul>3-
  7. 7. ASSESSING THE GLOBAL OPPORTUNITY <ul><li>Multinational Regional Market Zones </li></ul>3-
  8. 8. TOP FOUR REGIONAL MARKET ZONES <ul><li>EXHIBIT 3.7 </li></ul>Reprinted Courtesy of European Commission 3-
  9. 9. COMPOSITION OF THE EU SINCE ITS CREATION <ul><li>EXHIBIT 3.8 </li></ul>3-
  10. 10. SELECT THE GLOBAL MARKET <ul><li>Identify Selection Criteria </li></ul><ul><li>Company Review </li></ul>3-
  11. 11. KEY COMPANY CHARACTERISTICS IN GLOBAL MARKET EXPANSION <ul><li>EXHIBIT 3.10 </li></ul>3- Company Characteristics Philosophy Objectives Resources Management Style Organization Financial Limitations Management/Marketing Skills Products
  12. 12. MARKET ENTRY STRATEGIES <ul><li>Exporting </li></ul><ul><ul><li>Internet </li></ul></ul><ul><ul><li>Exporter and Distributor </li></ul></ul><ul><ul><li>Direct Sales Force </li></ul></ul>3-
  13. 13. MARKET ENTRY STRATEGIES <ul><li>Contractual Agreements </li></ul><ul><ul><li>Licensing </li></ul></ul><ul><ul><li>Franchising </li></ul></ul>3-
  14. 14. MARKET ENTRY STRATEGIES <ul><li>Strategic Alliances </li></ul><ul><ul><li>International Joint Venture </li></ul></ul>3-
  15. 15. MARKET ENTRY STRATEGIES <ul><li>Direct Foreign Investment </li></ul><ul><ul><li>Timing </li></ul></ul><ul><ul><li>Legal Issues </li></ul></ul><ul><ul><li>Transaction Costs </li></ul></ul><ul><ul><li>Technology Transfer </li></ul></ul><ul><ul><li>Product Differentiation </li></ul></ul><ul><ul><li>Marketing Communication Barriers </li></ul></ul>3-
  16. 16. THE MOST COMMON INTERNATIONAL ORGANIZATIONAL STRUCTURE <ul><li>EXHIBIT 3.14 </li></ul>Reprinted from Philip R. Cateora and John L. Graham, International Marketing, 13e, 2007. 3-
  17. 17. ORGANIZATIONAL STRUCTURE CHOICES <ul><li>Decision Making Authority </li></ul><ul><li>Degree Of Centralization </li></ul>3-
  18. 18. CHOOSE STRUCTURE <ul><li>Global Product Lines </li></ul><ul><li>Geographic Regions </li></ul><ul><li>Matrix Structure </li></ul>3-
  19. 19. PRODUCT CHOICES <ul><li>Direct Product Extension </li></ul><ul><li>Product Adaptation </li></ul><ul><li>Product Invention </li></ul>3-
  20. 20. CONSUMER ISSUES <ul><li>Quality </li></ul><ul><li>Fitting the Product to the Culture </li></ul><ul><li>Brand Strategy </li></ul><ul><li>Country of Origin </li></ul>3-
  21. 21. INTERNATINOAL CHANNEL STRUCTURES <ul><li>EXHIBIT 3.17 </li></ul>Reprinted from Philip R. Cateora and John L. Graham, International Marketing, 13e, 2007. 3-
  22. 22. MARKET CHANNEL ISSUES <ul><li>Channel Factors </li></ul>3-
  23. 23. MARKETING COMMUNICATIONS <ul><li>Advertising </li></ul>3-
  24. 24. MARKETING COMMUNICATIONS <ul><li>Personal Selling </li></ul><ul><li>Sales Promotion </li></ul><ul><li>Public Relations </li></ul>3-
  25. 25. PRICING <ul><li>One World Price </li></ul><ul><li>Local Market Conditions Price </li></ul><ul><li>Cost-Based Price </li></ul>3-
  26. 26. PRICING <ul><li>Price Escalation </li></ul>3-
  27. 27. PRICING <ul><li>Global Pricing Issues </li></ul><ul><ul><li>Dumping </li></ul></ul><ul><ul><li>Gray Market </li></ul></ul>3-

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