Global Marketing in Firm Dr. Ananda Sabil Hussein.

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Presentation transcript:

Global Marketing in Firm Dr. Ananda Sabil Hussein

 International Program – 4th Floor E building   

Globalization vs Internationalization  Globalization – reflects the trend of firms buying, developing producing and selling products and services in most countries and region of the world  Internationalization – doing business in many countries of the worl but often limited to a certain region

Developing global marketing plan

LSEs vs SMEs

Strategic Formation Realized strategy = intended + unintended strategy

Learn from Lego

Stay or Go

ERPG framework  Ethnocentric  Regiocentric  Polycentric  Geocentric

GLOCAL Global + Local = GLOCAL

Global Integration and Market Responsiveness  McDonald’s Glocal strategy

Forces for Global Integration  Removal of trade barriers  Global account customers  Relationship Management  Standardized wordwide technology  Worldwide market  Global village

Forces for market responsiveness  Cultural differences  Regionalism  Deglobalization : McDonadization and Coca-Colonization

International Competitive Advantage

Pocoyo – upstream and downstream cooperation

Information Business and Virtual Value Chain  The use of information in creating value  Managing risks  Reducing cost  Offering products and services  Inventing new products

Q&A

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