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

3. 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

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

5. 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

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

7. Top Global Brands, by Region (2007) CompanyBrand Value (US$bn) Country of Origin Asian Brands Toyota Honda Samsung 24.8 15.8 15.0 Japan South Korea European Brands Nokia Mercedez-Benz BMW 26.5 20.0 17.1 Finland Germany US Brands Coca-Cola Microsoft IBM 67.5 59.9 53.4 USA

8. International Marketing Communications International Advertising International Promotional Activities Global Account Management

9. 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

10. 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

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

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