Global market segmentation

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Global market segmentation

  1. 1. Global Marketing Decision Elements Presentation by MVS.SRINIVASA RAO, ASOCIATE PROFESSOR, MRPG COLLEGE, VIZIANAGARAM 8 -
  2. 2. Patterns of Globalizing Marketing Operations <ul><li>Opportunistic Global Market Development </li></ul><ul><li>Following Customers Abroad </li></ul><ul><li>Pursuing Geographic Diversification </li></ul><ul><li>Exploiting Different Economic Growth Rates </li></ul><ul><li>Exploiting Product Life Cycle Differences </li></ul><ul><li>Pursuing Potential Abroad </li></ul><ul><li>Globalizing for Defensive Reasons </li></ul><ul><li>Pursuing a Global Logic or Imperative </li></ul>8 -
  3. 3. Pathways to Global Expansion <ul><li>Domestic Marketing Strategies </li></ul><ul><li>Regional and Multiregional Marketing Strategies </li></ul><ul><li>Asset Globalization Versus Market Globalization </li></ul>8 -
  4. 4. Figure 8.2: Market Coverage vs. Asset Distribution 8 -
  5. 5. Pathways to Global Expansion (cont’d) <ul><li>Idea Sourcing: The Third Dimension </li></ul><ul><li>Stages of Market Development Pathways </li></ul>8 -
  6. 6. Figure 8.3: Sequencing Internationalization Strategies 8 -
  7. 7. Geographic Market Choices <ul><li>Emphasizing Developed Economies </li></ul><ul><li>Emphasizing Emerging Markets </li></ul><ul><li>Expanding in Eastern Europe </li></ul>8 -
  8. 8. Geographic Market Choices (cont’d) <ul><li>Country Selection </li></ul><ul><ul><li>Analyzing the Investment Climate </li></ul></ul><ul><ul><li>Determining Market Attractiveness </li></ul></ul><ul><li>Targeting Lead Markets </li></ul>8 -
  9. 9. Regional Marketing Strategies 8 -
  10. 10. Multidomestic Marketing Strategies (cont’d) <ul><li>Global Marketing Strategies </li></ul>8 -
  11. 11. Level of Global Marketing Strategy Integration 8 -
  12. 12. Multidomestic Marketing Strategies (cont’d) <ul><ul><li>Integrated Global Marketing Strategy </li></ul></ul><ul><ul><li>Global Product Category Strategy </li></ul></ul><ul><ul><li>Global Segment Strategy </li></ul></ul><ul><ul><li>Global Marketing Mix Element Strategies </li></ul></ul><ul><ul><li>Global Product Strategy </li></ul></ul><ul><ul><li>Global Branding Strategies </li></ul></ul><ul><ul><li>Global Advertising Strategy </li></ul></ul><ul><ul><li>Hybrid Global Marketing Strategy </li></ul></ul>8 -
  13. 13. Multidomestic Marketing Strategies <ul><li>Integrated Global Business Strategies </li></ul><ul><ul><li>Formulating Global Focus Strategies </li></ul></ul><ul><ul><li>Creating Global Business Units </li></ul></ul>8 -
  14. 14. Global Business Strategies 8 -
  15. 15. Competitive Global Marketing Strategies <ul><ul><li>Global Firm vs. Global Firm </li></ul></ul><ul><ul><li>Local Company vs. Global Firm </li></ul></ul>8 -

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