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Strategy International Marketing Strategy International Marketing Management Anna Zarkada.

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International Marketing Strategy Strategy International Marketing Management Anna Zarkada
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Page 1: Strategy International Marketing Strategy International Marketing Management Anna Zarkada.

International Marketing Strategy Strategy International Marketing Strategy Strategy

International Marketing Management

Anna Zarkada

Page 2: Strategy International Marketing Strategy International Marketing Management Anna Zarkada.

PRODUCTION ORIENTATION

SALESORIENTATION

MARKETING ORIENTATION Social responsibility

sustainabilityand humanistic

Orientation

Evolution of marketing thought 20th CenturyEvolution of marketing thought 20th Century

Page 3: Strategy International Marketing Strategy International Marketing Management Anna Zarkada.

21st Century trends…21st Century trends…

Personal branding

Brand communities

Lovemarks

Page 4: Strategy International Marketing Strategy International Marketing Management Anna Zarkada.

Brand community segmentsBrand community segments

Marketer’s Marketer’s dreamdream

Page 5: Strategy International Marketing Strategy International Marketing Management Anna Zarkada.

GLOBALIZATIONGLOBALIZATION

 the reduction and removal of barriers between national borders in order to facilitate the flow of goods, capital, services and labour

UN definition

Page 6: Strategy International Marketing Strategy International Marketing Management Anna Zarkada.

... Globalization & society... Globalization & society

Page 7: Strategy International Marketing Strategy International Marketing Management Anna Zarkada.

Globalization and marketingGlobalization and marketing

Corporate Level

1. Integrate sourcing, production and marketing.

2. Allocate resources across products & countries.

3. Coordinate marketing across products & countries.

Business Level Marketing

1. Coordinate marketing activities across countries for each brand.

2. Standardize the marketing mix across countries or regions.

Page 8: Strategy International Marketing Strategy International Marketing Management Anna Zarkada.

Market: common customer needs, global customers, global channels, transferable marketing, leading markets

Competitive: common competitors using global strategies

Cost: scale economies, scope economies, sourcing advantages, avoidance of duplication

Government:favorable trade policies, acceptance of foreign investment, compatible technical standards, common marketing regulations

Globalization DriversGlobalization Drivers

Page 9: Strategy International Marketing Strategy International Marketing Management Anna Zarkada.

MARKETS IN WHICH BUYER PREFERENCES ARE SIMILAR ACROSS

COUNTRIES

Both customer and competitive features could be conducive to global markets.

Global Markets: DefinitionGlobal Markets: Definition

Page 10: Strategy International Marketing Strategy International Marketing Management Anna Zarkada.

PRODUCT MARKETS IN WHICH

LOCAL CONSUMERS HAVE PREFERENCES AND FUNCTIONAL REQUIREMENTS

WHICH DIFFER WIDELY FROM ONE ANOTHER

Multidomestic Markets: DefinitionMultidomestic Markets: Definition

Page 11: Strategy International Marketing Strategy International Marketing Management Anna Zarkada.

Multidomestic Markets Global Markets

Market boundaries Markets are defined withincountry borders. Customers andcompetitors are of local origin.

Markets transcend country borders.Customers and/or competitorscross frontiers to buy and to sell.

Customers Significant differences existamong customers from differentcountries; segments are definedlocally.

Significant similarities exist amongcustomers from different countries;segments cut across geographicfrontiers.

Competition Competition takes place amongprimarily local firms; eveninternational companies competeon a country-by-country basis.

Competitors are few and present inevery major market. Rivalry takeson regional or global scope.

Interdependence Each local market operation inisolation from the rest.Competitive actions in onemarket have no impact elsewhere.

Local markets operateinterdependently. Competitiveactions in one market impact othermarkets.

Strategies Strategies are locally based. Littleadvantage exists in coordinatingactivities among markets.

Strategies are regional or global inscope. Great advantage exists incoordinating activities withinregions or worldwide.

Key DifferencesKey Differences

Page 12: Strategy International Marketing Strategy International Marketing Management Anna Zarkada.

STRATEGIC OPTIONS IN INTERNATIONAL MARKETING

STRATEGIC OPTIONS IN INTERNATIONAL MARKETING

Page 13: Strategy International Marketing Strategy International Marketing Management Anna Zarkada.

I. Foreign Market Entry(International Manager)

Strategy Formulation:

Growth: Product/Market DevelopmentMature: Cost, Differentiation, NicheGlobal: Competitive Attack, Learning

Strategy Implementation:

Exports, Direct/IndirectLicensing, Franchising, FDI, J.V.Strategic Alliance

Local Marketing

Sustainable Competitive Advantage Country Attractiveness

Demand CompetitionResource Analysis

Page 14: Strategy International Marketing Strategy International Marketing Management Anna Zarkada.

II. Local Marketing (Country Manager)

Strategy Formulation:

Skimming vs Penetration?Profit vs Market Share?Global Competitive Moves?Change Customer Preferences?

Sustainable Competitive Advantage

Resource AnalysisGlobal vs Small FSAs, LSAs

Market AnalysisMarketSegmentation

Competition

Country Manager

PriceGlobal?

Adv/PromoGlobal?

ChannelsGlobal?

ProductGlobal?

Marketing Tactics

Page 15: Strategy International Marketing Strategy International Marketing Management Anna Zarkada.

III. Global Marketing(Headquarters Management)

Multi-domestic MarketsGlobal Markets

GlobalCustomers

GlobalCompetitors

Portfolio of Country Markets

Global Pricing

Global Adv/Promo

Global Channels

Global Products

Core Global Marketing Strategy

CompetitiveLeverage

ImprovedQuality

Customer Preference

Lower CostScale/Scope

Advantages for Coordination

LocalCompetitors

LocalCustomers

LocalMarketing

LocalMarketingCountry A

LocalMarketingCountry B

LocalMarketingCountry C

LocalMarketingCountry D

LocalMarketingCountry E


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