International Traiding Environment

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International TradingInternational TradingEnvironmentEnvironment

FacultyFaculty Prof. N eeraj MankadProf. N eeraj Mankad

[email protected][email protected]@[email protected]

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15 17-01-06 2 Keegan, Global Mkt Mgmt, Chapter

Saudi British Bank - HSBCs Arabian decision

New Dimensions in

International MarketingThe Enron Saga

Evaluating and Controlling

2

3

-

13 Pricing Decisions

6

7

SLEPT Factors

C' Factors

W e e kNo . Of

SesionsCases DescriptionTopicsD ate

Implementing International

Marketing Strategy

International Marketing DecisionsToyota's Globalization strategies

Mc Donalds - No longer the American Meal

Keegan, Global Mkt Mgmt, Chapter

Motorola in China

The Fall of Daewoo Motors

The Kodak - Fuji Rivalry


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FedEx & UPS - Competing in China

Keegan, Global Mkt Mgmt, Chapter-

Marketing Communicat ion

Distribution & Logistics

Keegan, Global Mkt Mgmt, ChapterMarketing Communicat ion

Keegan, Global Mkt Mgmt, ChapterDangdang.com - The Amazon.com of China

Implementing International

Marketing Strategy



Keegan, Global Marketing Managem

Monye Sylvester, The Blueprint for

Lecture Handouts

-

Understa nding Cust omers,

Buyer Behavior

World Ma rket Environment


Dell Spells Success in China

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IntroductionIntroduction

Application of marketing conceptsApplication of marketing conceptsand theories by an organization,and theories by an organization,

focusing on m ark et s which arefocusing on m ark et s whi ch are

out side it s hom e count ry.out side i t s hom e count ry.



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IMIM vsvs International TradeInternational Trade

TransactionsTransactions bet ween nat ions whichbetween nations which

includeinclude

Purchase and sale of consumer servicesPurchase and sale of consumer services Industrial raw materials and services;Industrial raw materials and services; Producer and capital goodsProducer and capital goods

SecuritiesSecurities

Natural resources such as crude oil, gold, andNatural resources such as crude oil, gold, andother mineralsother minerals



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IMIM vsvs International TradeInternational Trade

DifferenceDifference

==

St r a t egi c Appr oa chStrategic Approach



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Growth of IM ???Growth of IM ???

TechnologyTechnology Market NeedsMarket Needs CostsCosts Fr ee mar k et sFr ee mar k et s ??????



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Global IntegrationGlobal Integration

Cost

Culture

Peace

Technology

Market Needs

Free M arkets

Strategic Intent

Economic I nt egrati on

Management Vision

Global Strategy and Action

War

Costs

Culture

Nationalism Domest ic focus

National Controls

Mark et Differences

Management myopia

Organization history

DRIVI NG FORCES RESTRAI NING F ORCES



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World EconomyWorld Economy -- OverviewOverview

Em ergence of m ark ets from local t o globalEm ergence of m ark ets from local t o global

Dri ving force = Capit al goods not t radeDri ving force = Capit al goods not t rade Production not employmentProduction not employment No control by individual countryNo control by individual country --

m acroeconomics on world economym acroeconomics on world economy

Nat ional barriers dim ini shedNat ional barriers dim ini shed



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Economic SystemsEconomic Systems

Capitalist (market allocation)Capitalist (market allocation)

Socialist (central plan allocation)Socialist (central plan allocation) Mixed (mixed allocation)Mixed (mixed allocation)



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Capitalist (market allocation)Capitalist (market allocation)

Consumers write economic plan byConsumers write economic plan by

deciding what will be produced.deciding what will be produced. E.gE.g t het he

Triad (USA, Western Europe & Japan)Triad (USA, Western Europe & Japan)



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Socialist (command allocation)Socialist (command allocation)

State writes economic plan by decidingState writes economic plan by deciding

what will be produced.what will be produced. E.gE.g former USSR,former USSR,

China, India (until recently)China, India (until recently)



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Mixed System (mixed allocation)Mixed System (mixed allocation)

No pure market/ command allocation existsNo pure market/ command allocation exists

Command allocation sector = % of GDPCommand allocation sector = % of GDP

taxed and spent by governmenttaxed and spent by government

Higher = Com mandHigher = Com mand

Lower = MarketLower = Market



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St ate In ter fer enceSt ate In ter fer ence

Nations control the nature, composition andNations control the nature, composition and

direction of International Trade.direction of International Trade.



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TariffTariff

Tax levied on goods.Tax levied on goods. Levied for protective reasonsLevied for protective reasons Tariffs cou ld be paid on each u ni t im port ed or as aTariffs cou ld be paid on each u ni t im port ed or as a

per cen tage of t otal goods im port ed (call ed adper cen t age of tot al goods im port ed (call ed ad

valorem).valorem).

NonNon -- monetary tariffs like quotas, quantitativemonetary tariffs like quotas, quantitativerestrictions, procurement policy, etc are called nonrestrictions, procurement policy, etc are called non --

tariff barriers.tariff barriers.



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Tr ade Agr eem en t sTrade Agreements

Tr ade agreem en ts ar e con t r actu alTr ade agreem en ts ar e con t r actu alar r angem en t s bet ween sovereign n at ions onar r angem en t s between sovereign n at ions on

matters relating to trade relationships.matters relating to trade relationships.

They can be Bilateral (between two nations)They can be B ilateral (between two nations)or multilateral (group of nation).or multilateral (group of nation).



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GATT (General Agreements on TariffsGATT (General Agreements on Tariffs

and Trade)and Trade)

In Geneva October 1947, 23 nations signedIn Geneva October 1947, 23 nations signedGATT (now grown to over 110)GATT (now grown to over 110)

Agreement to reduce tariffs for facilitatingAgreement to reduce tariffs for facilitatingWorld TradeWorld Trade

To provide a common ground for resolvingTo provide a common ground for resolvingtr ade di spu tes.tr ade di spu tes.



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Principles of GATTPrinciples of GATT

No trade discrimination betweenNo trade discrimination betweenpar ti cipati ng cou nt r iespar ti cipati ng cou nt ri es

No protection other than customs tariffNo protection other than customs tariff

Customs Union and Free Trade groupingsCustoms Union and Free Trade groupingsconsidered legitimate, provided they do notconsidered legitimate, provided they do notdiscr im in ate again st th ir d cou nt ri esdiscr im in ate again st th ir d cou nt ri es



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Principles of GATTPrinciples of GATT

Mem ber s of GATT all owed t o levyMembers of GATT allowed to levyfollowin g ch ar ges on im por t sfoll owin g ch ar ges on im por t s

Import tax = int ern al tax.Import tax = int ern al tax. AntiAnti --dumpingdumping duties on goods sold belowduties on goods sold below

cost or benefiting from export subsidy.cost or benefiting from export subsidy.

Fees / charges for ser vices r ender ed.Fees / charges for ser vices r ender ed.



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WTO (World Trade Organization)WTO (World Trade Organization)

Started as Uruguay round in 1986 andStarted as Uruguay round in 1986 andconcluded in the Final Act signed in 1994,concluded in the Final Act signed in 1994,

effective 1st Jan 1995effective 1st Jan 1995

WTO has nearly 150 members with over 30WTO has nearly 150 members with over 30negotiating membership.negotiating membership.

the WTO agreements, negotiated and signedthe WTO agreements, negotiated and signedby th e bu lk of th e worldby th e bulk of t he world s t rading nationss t rading nations

and ratified in their parliaments.and ratified in their parliaments.



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European UnionEuropean Union -- institutionsinstitutions

European Parliament (elected by the people of theEuropean Parliament (elected by the people of theMember States);Member States);

Cou ncil of th e Eur opean Uni on (represen ti ng t heCou ncil of th e Eur opean Uni on (represen ti ng t hegover n m en t s of t h e Mem ber St ates);gover n m en t s of t h e Mem ber St ates);

Eu r opean Com m ission (dr ivin g for ce and execut iveEu r opean Com m ission (dr ivin g for ce and execut ivebody);body);

Cou r t of J u stice (ensu ri ng com pliance wit h th e law);Cou r t of J u stice (ensu ri ng com pliance wit h th e law); Court of Auditors (controlling sound and lawfulCourt of Auditors (controlling sound and lawful

management of the EU budget).management of the EU budget).



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European UnionEuropean Union -- bodiesbodies European Economic and Social CommitteeEuropean Economic and Social Committee

(expresses the opinions of(expresses the opinions of organisedorganised civil society oncivil society on

economic and social issues);economic and social issues);

Committee of the RegionsCommittee of the Regions (expresses the opinions of(expresses the opinions ofregional and local authorities);regional and local authorities);

European Central BankEuropean Central Bank (r espon sible for m onet ary(r espon sible for monetarypolicy and managing the euro);policy and managin g th e eu ro);

European OmbudsmanEuropean Ombudsman (deals with citizens' complaints(deals with citizens' complaintsabou t maladmin istration by any EU i nstit u tion or body);abou t maladmin istration by any EU instit u tion or body);

European Investment BankEuropean Investment Bank (h elp s ach ieve EU(h elp s ach ieve EUobjecti ves by fin an cin g in vestm en t pr ojects);objectives by fin ancin g in vestm en t pr ojects);



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Other important institutionsOther important institutions

World BankWorld Bank (International Bank for Reconstruction and(International Bank for Reconstruction andDevelopment)Development)

I nt ernat ional Monet ary FundI nt ernat ional Monet ary Fund (IMF)(IMF) Association of Southeast NationsAssociation of Southeast Nations (ASEAN,(ASEAN, Indonesia,Indonesia,

Malaysia, Phi lippin es, Singapore, Thailand. Bru nei Daru ssalam,Malaysia, Phi lippin es, Sin gapore, Thailand. Bru nei Daru ssalam,

Vietn am, Laos and Myanmar and Cambodia )Vietn am, Laos and Myanmar and Cambodia )

North American Free Trade AgreementNorth American Free Trade Agreement (NAFTA,(NAFTA,America, Canada, Mexico)America, Canada, Mexico)

South Asian Association for Regional CooperationSouth Asian Association for Regional Cooperation(SAARC, Bangladesh, Bhutan, India, Maldives, Nepal, Pakistan(SAARC, Bangladesh, Bhutan, India, Maldives, Nepal, Pakistanand Sri Lankaand Sri Lanka ))


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International Traiding Environment

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