Definition, features, strategies, merits and demerits, examples, factor affecting, hindrances to small firms are the topics covered under this presentation

2. Definition of “GLOCALISATION”

3. Multinationalfirms(whichcarryoutbusinessacrossthe
nationalborders)
TheWorldTradeOrganization(WTO)throughwhich
internationaltradeagreementsarenegotiated&enforced
TheWorldBank&InternationalMonetaryFund(IMF)are
meanstoassist Governmentinachieving development
aimsthroughtheprovisionofloans,technicalassistance.

4. Well-known examples of
Glocalized MNCs
• Lays
• Starbucks
• McDonald’s
• AT&T
• Pepsi Co.
• KFC
• Tesco
• Hindustan Lever Limited
• Ford
These are some of the popular Glocalized MNC’s.
*Previously Nokia was also there in the list
• Volks vagon
• MTV
• Whirlpool
• Subway
• Coca cola
• Dell
• Lenova
• Gillette
• Heinz

5. STAGES IN GLOBALISATION
• Local Strategy Approach
• International Strategy Approach
• Multinational Strategy Approach
• Global Strategy Approach

6. Conditions for Glocalisation

7. Pricing on an international scale is difficult. As
well as taking into account traditional price
considerations
• Fixed and variable costs,
• Competition,
• Company objectives ,
• Proposed positioning strategies,
• Target group and willingness to pay,

8. Advantages of Glocalisation
 Attracts more consumers in the market
 It is flexible
 Higher profits.
 Adapts to different countries and avoids
ethical issues.
 Avoids ethical costs.

9. Disadvantages of Glocalization
 Time consuming process
 Lengthy process
 Need expert advice
 Cannot suitable for small firms
 Researching inflexible other markets.
 If not successful waste of money for the firm.

10. International Product Strategies
Standardization Vs Adaption
Basic marketing concepts tell us that we will
sell more of a product if we aim to meet the
needs of our target market. In international
markets, we have to take into consideration
consumer’s cultural background, buying
habits, levels of personal disposable income
etc in order to deliver a tailored marketing mix
program to suit their needs.

11. • In today’s global world, where consumers
travel more, watch satellite television,
communicate and shop internationally over
the internet, the world now is becoming a lot
smaller. Because of this there is no need to
adapt products to local markets.
• Brands such as Coca-Cola, MTV, Nike, Levis are
all successful global brands where they have a
standardized approach to their marketing mix,
all these products are targeted at similar
groups globally.

12. • In many circumstances a company will have to adapt
their product and marketing mix strategy to meet
local needs and wants that cannot be changed.
• McDonald is a global player however, their burgers
are adapted to local needs. In India where a cow is a
sacred animal their burgers are served with chicken or
fish.
• Coca-cola is some parts of the world taste sweeter
then in others. Yes we can argue that standardization
is better for the organization because it reduces cost,
however many organizations will have to ‘think
global, but act local’ if they are to successfully
establish them selves in foreign markets.

13. Types of International strategy
Multi-
country
Global

14. Multi country competition strategy

15. Addition to Multi Country strategy

16. Global Strategy
Global strategy involves consistent strategy for
each country which includes:
• Integrating & coordinating the company's
strategic moves worldwide.
• Selling in many if not all nations where there
is significant buyer demand.

17. Cont..
• Product is same in countries.
• Centralized control
• Effective when the difference between the
countries is small.
• Advantage cost, coordinated activities, fast in
product development.

18. Tensions of Glocalisation

20. Starbucks in Shanghai, China Starbucks in Kuwait
Starbucks

21. Starbucks in Moscow, Russia

22. Let’s move to Pepsi Co & Coca Cola

23. Pepsi in Japan: Style and Flavor Special “Azuki” Pepsi in Japan

24. Coca-Cola Cans Around the World

26. Kentucky Fried Chicken: Morocco

27. McDonalds and “Glocalization”

28. Saudi Arabia and Israel

29. Japan and Russia

30. China and France: Shrimp Burger and
Croque Monsieur

31. India and Arabic Nations: potato
burger and spiced beef on a pita.

32. More Glocalized Social Networks

34. Arabic (Muslim) Barbie

35. Modern Barbies in Arab Countries

36. Barbies in African Countries

37. More Consolidated Examples

38. Conclusion
• Thus in these Modern days Glocalization
becomes as a trending topic and many Multi
national Companies(MNC’s) started adopting
this technique.
• So, just add a new word to your Dictionary i.e.,
GLOCALIZATION
Think Global, Act Local

39. Presented by
• Tanmayee.T
• Vaishnavi.S
• Varsha Jain
• Yakshi Chauhan
• Richa Jain