global marketing lesson - strategic planning

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This document discusses developing a competitive strategy for entering new markets internationally. It addresses assessing the target market and competition, planning the competitive strategy including target countries and customer segments, determining the entry strategy, and implementing the market entry along with establishing structure, control, and advertising. The key is to globalize strategic elements while localizing necessary tactical aspects and avoiding a "Not-Invented-Here" syndrome.

Business

assessments market, competition, products, finances

plan competitive strategy, target countries, segments

implement entry, structure, control, advertising

glocalization Uniformity in elements that are strategic and localization of necessary tactical elements

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