Strategy International Marketing Strategy International Marketing Management Anna Zarkada

PRODUCTION ORIENTATION SALES ORIENTATION MARKETING ORIENTATION Social responsibility sustainability and humanistic Orientation Social responsibility sustainability and humanistic Orientation Evolution of marketing thought 20 th Century

21 st Century trends… Personal branding Brand communities Brand communities Lovemarks

Brand community segments Marketer’s dream

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

... Globalization & society

Globalization 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.

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 Drivers

MARKETS IN WHICH BUYER PREFERENCES ARE SIMILAR ACROSS COUNTRIES Both customer and competitive features could be conducive to global markets. Global Markets: Definition

PRODUCT MARKETS IN WHICH LOCAL CONSUMERS HAVE PREFERENCES AND FUNCTIONAL REQUIREMENTS WHICH DIFFER WIDELY FROM ONE ANOTHER Multidomestic Markets: Definition

Key Differences

STRATEGIC OPTIONS IN INTERNATIONAL MARKETING

I. Foreign Market Entry (International Manager) Strategy Formulation: Growth: Product/Market Development Mature: Cost, Differentiation, Niche Global:Competitive Attack, Learning Strategy Implementation: Exports, Direct/Indirect Licensing, Franchising, FDI, J.V. Strategic Alliance Local Marketing Sustainable Competitive Advantage Country Attractiveness Demand Competition Resource Analysis

II. Local Marketing (Country Manager) Strategy Formulation: Skimming vs Penetration? Profit vs Market Share? Global Competitive Moves? Change Customer Preferences? Sustainable Competitive Advantage Resource Analysis Global vs Small FSAs, LSAs Market Analysis Market Segmentation Competition Country Manager Price Global? Adv/Promo Global? Channels Global? Product Global? Marketing Tactics

III. Global Marketing (Headquarters Management) Multi-domestic Markets Global Markets Global Customers Global Competitors Portfolio of Country Markets Global Pricing Global Adv/Promo Global Channels Global Products Core Global Marketing Strategy Competitive Leverage Improved Quality Customer Preference Lower Cost Scale/Scope Advantages for Coordination Local Competitors Local Customers Local Marketing Local Marketing Country A Local Marketing Country B Local Marketing Country C Local Marketing Country D Local Marketing Country E