Business marketing strategies for global markets
Download
1 / 18

Business Marketing Strategies for Global Markets - PowerPoint PPT Presentation


  • 105 Views
  • Uploaded on

Business Marketing Strategies for Global Markets. Chapter 8. Capturing Global Advantage. What are RDEs? Why are they important?. Sources of Global Advantage. Three major types of advantages Cost advantages Market access advantages Capabilities advantages. Cost Advantages.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about ' Business Marketing Strategies for Global Markets' - jenn


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
Business marketing strategies for global markets

Business Marketing Strategies for Global Markets

Chapter 8


Capturing global advantage
Capturing Global Advantage

  • What are RDEs?

  • Why are they important?


Sources of global advantage
Sources of Global Advantage

  • Three major types of advantages

    • Cost advantages

    • Market access advantages

    • Capabilities advantages


Cost advantages
Cost Advantages

  • 20-40% savings in landed costs

    • What are landed costs?

  • Lower Operating Costs

    • Wage differences

    • Business process outsourcing

  • Lower Capital Costs

    • Capital and equipments costs

    • 30% savings

    • Hidden costs


Market access advantages
Market Access Advantages

  • Access to Growing Markets

    • China

  • Following customers


Capabilities advantage
Capabilities Advantage

  • Gain knowledge and skills

    • China and India

  • How does this help?

    • Improve R&D

    • Address unmet consumer needs

    • Tailor products to local market


To outsource or not to outsource
To Outsource or not to Outsource?

  • THAT is the question

  • To outsource:

  • To not outsource:


International market entry options
International Market Entry Options

  • Exporting

  • Contracting

  • Strategic Alliances

  • Joint Venture


Market entry options
Market Entry Options

  • Exporting

    • Goods are produced ___________

    • Sales are made through __________________

    • Lowest commitment and risk

    • Disadvantages


Market entry options1
Market Entry Options

  • Contracting

    • Two types

      • Licensing

        • What can be licensed?

        • Advantages

        • Disadvantages

      • Management contracts

        • Turnkey operations


Market entry options2
Market Entry Options

  • Strategic Alliances

    • “Collaborations among partners involving the commitment of capital and management resources with the objective of enhancing the partner’s competitive positions.”

    • Advantages

    • Disadvantages


Market entry options3
Market Entry Options

  • Joint Ventures

    • Why?

    • Advantages

    • Disadvantages

  • Choosing a Mode of Entry

    • Factors


Multidomestic v global
Multidomestic v. Global

  • Multimdomestic

  • Global


International strategy and the value chain
International Strategy and the Value Chain

  • Primary activities

    • Upstream

    • Downstream

  • Competitive Advantage

    • Downstream

    • Upstream

  • Coordination

  • Configuration


General framework
General Framework

  • Build a Unique Competitive Position

  • Emphasize a Consistent Positioning Strategy

  • Establish a Clear Home Base for Business

    • What’s a home base?

      • HP

  • Leverage Product Line Home Bases at Different Locations


  • General framework1
    General Framework

    • Disperse Activities to Extend Home Base Advantages

      • Purchase from cost-effective vendors

      • Improve market access

      • Tap competitive advantages in other places

  • Coordinate and Integrate Dispersed Activities

    • Establish clear global strategy

    • Develop info and accounting systems

    • Encourage personal relationships

    • Rely on incentive systems


  • ad