Functional area excellence
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International Business Strategy LON301BUS. Functional Area Excellence. Unit: 5 Knowledgecast: 1. Module Learning Outcomes. Communicate an in-depth understanding of the complexity of the environment and its applications on decision-making process

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Functional Area Excellence

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International business strategy lon301bus

International Business Strategy

LON301BUS

Functional Area Excellence

Unit: 5 Knowledgecast: 1


Module learning outcomes

Module Learning Outcomes

  • Communicate an in-depth understanding of the complexity of the environment and its applications on decision-making process

  • Assess current developments in the organisational environment and alternative responses related to strategy


Marketing in the international firm

Marketing in the International Firm

International Business Environment

Global

Marketing Strategy

International

Marketing

Program


Standardisation vs adaptation

Standardisation vs Adaptation

Standardisation

Similar market segments exist across countries

Customers seek similar features

Products have universal specifications

Business customers have converging expectations

Adaptation

National Preferences

Laws and regulations

Living standards and economic conditions

National Infrastructure


Global brand

Global Brand

“A brand whose positioning, advertising

strategy, look and personality are

standardised worldwide.”

  • (Cavusgil et al, 2007:520)


Top global brands by region 2007

Top Global Brands, by Region (2007)


International marketing communications

International Marketing Communications

  • International Advertising

  • International Promotional Activities

  • Global Account Management


Ethical dimensions

Ethical Dimensions

  • Develop and align products/services to create greater value for society

  • Sustainable income for suppliers

  • Provided needed products for poor consumers

  • Product disposal


Knowledgecast summary

Knowledgecast Summary

  • Communicate an in-depth understanding of the complexity of the environment and its applications on decision-making process

  • The business environment ‘surrounds’ the international marketing strategy

  • Assess current developments in the organisational environment and alternative responses related to strategy

  • CSR and Corporate citizenship is a growing factor in the development of international marketing strategies.


Seminar

Seminar

Regular Assignment – Presentations

Your module tutor will allocate you a time to make

your assessed presentation during this session.


Group activity

Group Activity

Regular Assignment – Presentations

Your module tutor will allocate you a time to make your

assessed presentation during this session.


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