global marketing strategies= mba assignment

1. GLOBAL MARKET & GLOBAL MARKETING
STRATEGIES
PRESENTED BY
VIVEK SINGH
RATUL SONOWAL
PRINTAJ BARUAH
PRABHATI HANDIQUE
PARTHA PROTIM DUTTA

2. INTRODUCTION
The term Globalization (or globalisation) refers to processes of international
integration arising from the interchange of world views, products, ideas, and
other aspects of culture.
Global marketing is “marketing on a worldwide scale reconciling or taking
commercial advantage of global operational differences, similarities and
opportunities in order to meet global objectives".
Advances in transportation and telecommunications infrastructure, including the
rise of the telegraph and the Internet, are major factors in globalization,
generating further interdependence of economic and cultural activities.

3. GLOBAL MARKETING
•Global marketing refers to marketing activities coordinated and integrated across
multiple markets. A firm’s overseas involvement may fall into one of several
categories:
Domestic
Regional exporter
Exporter
International
International to global
Global

4. INTEGRATED GLOBAL BUSINESS STRATEGIES
•Looking at global business strategies, companies have several choices to make:
first,
• the global focus strategy
second,
• the global business unit.
Formulating Global Focus Strategies
Creating Global Business Units

5. GLOBAL MARKETING STRATEGIES
•A global marketing strategy that totally globalizes all marketing activities is not
always achievable or desirable.
• In the early phases of development, global marketing strategies were assumed to
be of one type only, offering the same marketing strategy across the globe.
•As marketers gained more experience, many other types of global marketing
strategies became apparent. Some of those were much less complicated and
exposed a smaller aspect of a marketing strategy to globalization.
•A more common approach is for a company to globalize its product strategy
(product lines, product designs and brand names) and localize distribution and
marketing communication.

6. Integrated Global Marketing Strategy
When a company pursues an integrated global marketing strategy, most elements
of the marketing strategy have been globalized. Globalization includes not only
the product but also the communications strategy, pricing and distribution as well
as such strategic elements as segmentation and positioning.
Global Product Category Strategy
Possibly the least integrated type of global marketing strategy is the global
product category strategy. Leverage is gained from competing in the same
category country after country and may come in the form of product technology or
development costs.
Global Segment Strategy
A company that decides to target the same segment in many countries is
following a global segment strategy. The company may develop an understanding
of its customer base and leverage that experience around the world.

7. Global Marketing Mix Element Strategies
These strategies pursue globalization along individual marketing mix elements
such as pricing, distribution, place, promotion, communications or product. They
are partially globalized strategies that allow a company that customize other
aspects of its marketing strategy.
Global Product Strategy
Pursuing a global product strategy implies that a company has largely globalized
its product offering. Although the product may not need to be completely
standardized worldwide, key aspects or modules may in fact be globalized.
Global Branding Strategies
Global branding strategies consist of using the same brand name or logo
worldwide. Companies want to leverage the creation of such brand names across
many markets, because the launching of new brands requires a considerable
marketing investment.

8. Global Advertising Strategy
Globalized advertising is generally associated with the use of the same brand
name across the world. Global advertising themes are most advisable when a firm
may market to customers seeking similar benefits across the world. Once the
purchasing reason has been determined as similar, a common theme may be
created to address it.
Composite Global Marketing Strategy
More often companies adopt several generic global strategies and run them in
parallel. A company might for one part of its business follow a global brand
strategy while at the same time running local brands in other parts.
Competitive Global Marketing Strategies
Global firms are able to leverage their experience and market position in one
market for the benefit of another. Consequently, the global firm is often a more
potent competitor for a local company.

9. CONCLUSION
•Global marketing is the process of focusing an organization`s resources on the
selection and exploitation of global market opportunities consistent with and
supportive of its short and long-term strategic objectives and goals.
•In this paper, we tried to analyze the ways a company competes in global
environment by using different strategies. These strategies differ in a way a
company’s capabilities and willingness permit. A company must be careful in using
these tactics before globalizing its operations. Because sometimes these strategies
may fail and result in losses to the organization or even put an end to it.