International Business Strategy LON301BUS Functional Area Excellence Unit: 5 Knowledgecast: 1

Communicate an in-depth understanding of the complexity of the environment and its applications on decision-making process Assess current developments in the organisational environment and alternative responses related to strategy Module Learning Outcomes

Marketing in the International Firm International Business Environment Global Marketing Strategy International Marketing Program

Standardisation vs Adaptation Standardisation Similar market segments exist across countries Customers seek similar features Products have universal specifications Business customers have converging expectations Adaptation National Preferences Laws and regulations Living standards and economic conditions National Infrastructure

Global Brand “A brand whose positioning, advertising strategy, look and personality are standardised worldwide.” –(Cavusgil et al, 2007:520)

Top Global Brands, by Region (2007) CompanyBrand Value (US$bn) Country of Origin Asian Brands Toyota Honda Samsung Japan South Korea European Brands Nokia Mercedez-Benz BMW Finland Germany US Brands Coca-Cola Microsoft IBM USA

International Marketing Communications International Advertising International Promotional Activities Global Account Management

Ethical Dimensions Develop and align products/services to create greater value for society  Sustainable income for suppliers  Provided needed products for poor consumers  Product disposal

Communicate an in-depth understanding of the complexity of the environment and its applications on decision-making process The business environment ‘surrounds’ the international marketing strategy Assess current developments in the organisational environment and alternative responses related to strategy  CSR and Corporate citizenship is a growing factor in the development of international marketing strategies. Knowledgecast Summary

Regular Assignment – Presentations Your module tutor will allocate you a time to make your assessed presentation during this session. Seminar

Regular Assignment – Presentations Your module tutor will allocate you a time to make your assessed presentation during this session. Group Activity