INTERNATIONAL MARKETING MANAGEMENT

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INTERNATIONAL MARKETING MANAGEMENT
SESSION 14 DEVELOPING GLOBAL MARKETING STRATEGY
BROAD-BASED AND FOCUSED STRATEGIES
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ACHIEVING GLOBAL SYNERGIES
LEVERAGING ASSETS AND POSITION
STRATEGIC FLEXIBILITY

• Production Shifting
• Multiple Sourcing
• Transfer Pricing
• Managing Cash Flow

• Scale Efficiencies
• Coordination and Integration
• Transfer of Ideas, Experience and Know-how

Global Strategy
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COMPETITIVE STRATEGIES IN A GLOBAL INDUSTRY
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FOCUSED SEGMENT STRATEGIES
Global Segment
Multiple Global Segments
National Niche Strategies
e.g. Rolex, Benetton
e.g. LeMonde
e.g. LOreal
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BROAD-BASED STRATEGIES
Hybrid Strategies
Globally Coordinated Strategies
Locally Responsive Strategies
e.g. Unilever, Sarah Lee
e.g. Akzo-Nobel
e.g. PG
Henkel
Nestlé
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GLOBAL INTEGRATION

• ADVANTAGES
• Global Coverage
• Uniform Identity and Strategy
• Fit with Global Customers
• Cost Economies
• CHALLENGES
• Design and Development of Global Products
• Building Management Capabilities
• Achieving Integration
• Loss of Local Adaptability

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ASSESSING GEOGRAPHIC COVERAGE
Hi
GeographicCoverageNb. of Countries
Emperors
Crusaders
Kings
Knights
Lo
Lo
Hi
Market PositionNb and Strength of Brands
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IMPLICATIONS

• Need to determine market scope and degree of
  strategy integration
• Global focused strategies provide clear direction
  but pose growth issues
• Broad-based strategies typically more complex and
  pose integration challenges

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