Growth and Global Expansion

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Presentation transcript:

Growth and Global Expansion McGraw-Hill/Irwin Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved.

Expansion Strategies

Franchising Benefits to the Franchisee Management Training Brand Name National Advertising Acquisition of Proven Business Economics of Scale Issues for the Franchisor Franchisee Autonomy Franchise Contract Conflict Resolution

Generic International Strategies Transnational Strategy Global Strategy High Force Towards Global Integration No International Strategy Multi-domestic Strategy Low Low High Force Towards Local Responsiveness

Multinational Development The Nature of the Borderless World (Triad) Customers - information has empowered Competitors - nothing stays proprietary Company - fixed costs require large markets Currency - become currency neutral Country - deprive competitor of home market Planning Transnational Operations Cultural Transferability Worker Norms Host Government Policy

International Strategic Service Vision Service Delivery System Operating Strategy Service Concept Target Market Segments Available technology? Infrastructure? Utility service? Labor market norms and customs? Space availability? Interaction with suppliers? Educating customers? Appropriate managerial practice? Participative? Autocratic? Labor market institutions? Government regulations? Unions? Host government policies? Language? Front office? Back office? What are customer expectations? Perception of value? Service ethic? Service encounter? Acceptance of self-serve? What are the usage patterns? Cultural transferability? What are the market segments? Domestic? Multinational? Tourist? What are important cultural differences? Life style? Disposable income? What are the workforce demographics? Skills? Age distribution? Attitudes? Work ethic?

Considerations in Selecting a Global Service Strategy