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Global Business #8 June 10 , 201 3
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  1. Global Business#8June 10, 2013 Dept of Technology Management for Innovation (TMI), Graduate School of Engineering Professor Kazuyuki Motohashi 工学系研究科 技術経営戦略学専攻教授 元橋一之 http://www.mo.t.u-tokyo.ac.jp

  2. Feedback : HCMC case Q2 • Not what have happened, but what would be expected at the timing of divorce. Q3 • Strategy: what you do and what you don’t. And, why? (SWOT, 5 force, etc) • Product, service, region ...? Q4 • Data in the case material • Construction machinery specific story • Fair assessments

  3. Today’s Class • What is marketing, why important? • Marketing strategy planning steps • 4P: Product, Price, Place and Promotion • Marketing for emerging economies: China, India • Bottom of the Pyramid (BOP) Business

  4. Marketing and Sales

  5. Strategic Marketing Planning

  6. Ansoff’s Product and Market Growth Matrix Global Business Context: CAGE and AAA framework

  7. Example of Market Segmentation

  8. Target Segment Identification

  9. Marketing’s 4P

  10. Product

  11. Price To what extent you can be a price setter, instead of price taker ?

  12. Place (Channel)

  13. Promotion (AIDMA) Changing to AISAS in Internet Era

  14. Promotion tools (in detail)

  15. Promotion in global businessSome caveats • Regulations over promotion activities: such as whether you can do “comparative advertising” • Terminology in foreign language • Brand creation (difference in customer’s perception) • Importance of local ad agency • Lack of product knowledge at local distributors

  16. Marketing mix by product life cycle

  17. Market potential of China and India Middle Class = Volume zone • Profit=gross margin * sales volume (size of market and competition) • Difference between durable and consumption goods, customer preference?

  18. Average household income by decile (2010, US$) Premium Market

  19. Another concept of price: PPP • Concept of PPP(Purchasing Power Parity) • Big Mac price by Economist magazine US: 4.07 $, China: 14.7 RMB=2.27 US$ (▲44%)

  20. Premium or good enough? Adapted from “The Battle for China’s Good-Enough Market” by Gadiesh, Leung and Vestring, HBR September 2007

  21. Destructive Innovation Technology Speed>Customer’s Requirement Speed Innovator’s Dilemma by Clayton Christensen

  22. Knowing local market: two way interactions • Sensor function at local (B to C): Panasonic’s life style research institute in China and India (understand consumer’s life-style in less developed area) • Local partnership as a door to new customer (B to B, B to G): Hitachi’s joint venture with LG group for water business • “Finding great ideas in emerging market”: finding unforseeable use, arbitrage strategy for ideas: Intel’s emerging market project (use of PC for social tool-> netbook (ultra) book concept) • More to be discussed in the global R&D session!

  23. BOP(Bottom of the Pyramid) 75 mil. -100 mil. 150 mil.-1,750 mil. 4,000 mil. (出典)The fortune at the bottom of the pyramid (C.K. Praharad)

  24. BOP’s Business Chance (出典)The fortune at the bottom of the pyramid (C.K. Praharad)

  25. Example: ICICI’s micro payment (出典)The fortune at the bottom of the pyramid (C.K. Praharad)