Scribd Logo
Upload

Welcome to Scribd!

  • 42 views

    International / Global Marketing

    Uploaded by

    REHANRAJ
    International marketing involves satisfying customer wants around the world better than competitors. There are many challenges to international business like political, cultural, economic and language differences between countries. Companies go international to pursue new growth opportunities or due to domestic market constraints. Globalization has increased due to factors like technology, liberalization policies, and the rise of multinational corporations. Companies leverage their global operations through experience transfer, economies of scale, resource utilization, and global strategies.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    International / Global Marketing

    Uploaded by

    REHANRAJ
    42 views23 pages
    International marketing involves satisfying customer wants around the world better than competitors. There are many challenges to international business like political, cultural, economic and language differences between countries. Companies go international to pursue new growth opportunities or due to domestic market constraints. Globalization has increased due to factors like technology, liberalization policies, and the rise of multinational corporations. Companies leverage their global operations through experience transfer, economies of scale, resource utilization, and global strategies.

    Original Title

    globalization

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    International marketing involves satisfying customer wants around the world better than competitors. There are many challenges to international business like political, cultural, economic and language differences between countries. Companies go international to pursue new growth opportunities or due to domestic market constraints. Globalization has increased due to factors like technology, liberalization policies, and the rise of multinational corporations. Companies leverage their global operations through experience transfer, economies of scale, resource utilization, and global strategies.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    42 views23 pages

    International / Global Marketing

    Uploaded by

    REHANRAJ
    International marketing involves satisfying customer wants around the world better than competitors. There are many challenges to international business like political, cultural, economic and language differences between countries. Companies go international to pursue new growth opportunities or due to domestic market constraints. Globalization has increased due to factors like technology, liberalization policies, and the rise of multinational corporations. Companies leverage their global operations through experience transfer, economies of scale, resource utilization, and global strategies.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    You are on page 1of 23

    International / global marketing

    INTERNATIONAL MARKETING
     finding out what customers want around the
    world and the satisfying these wants better than
    other competitors.(marketing in a foreign
    country).
     Global marketing :- is process of focusing the
    resource (people , money, and assets) and
    objectives , of an organization on global market
     Opportunities and threat.
    PROBLEMS IN INTERNATIONAL BUSINESS
     1. political differences:- difference in political
    and other frameworks.
     2. cultural differences:- culture changes
     3.Economic differences:- economic
    environment differ from one country to another.
     4.difference in currency unit:- differ from one
    country to another , currency convertibility.
     5.Language differences:- differs in speaking
    language communication problem.
     6.Differences in marketing infrastructure:-
    availability and nature of infrastructure in
    markets.
     7.Trade and investment restrictions:-
    8. HIGH COST OF DISTANCES.
    WHY TO GO INTERNATIONAL
     THERE ARE TWO FACTORS
     1. PULL FACTORS:- PROACTIVE
    REASONS , FORCES OF
    ATTRACTION THAT PULL THE
    BUSINESS TO THE FOREIGN
    MARKET.
     2. PUSH FACTORS:- COMPULSION OF
    DOMESTIC MARKET SUCH AS
    SATURATION OF THE MARKET.
     WHICH MAKES COMPANIES TO GO
    INTERNATIONAL.
    WHAT MADE GLOBAL MARKETING MORE RELEVANT THAN
    INTERNATIONAL MARKETING

     The emergence of borderless


    business worlds or global market
    makes the term global marketing
    more important than
    international marketing.
    REASONS TO GO GLOBAL
     1. PROFIT ADVANTAGE:- REDUCE IN COST OF
    PRODUCTION.
     2.GROWTH OPPORTUNITIES:- RANBAXY INDIA
     3. DOMESTIC MARKET CONSTRAINTS:- HMT
    EXAMPLE WHEN RECESSION IN INDIA THEY
    TAKEN EXPORT VERY SERIOUSLY.
     4. COMPETITION
     5. GOVERNMENT POLICIES AND
    REGULATIONS
     6. STRATEGIC VISION:- SYSTEMATIC
    GROWING A PART OF POLICY BY
    COMPANIES.
     7. SPIN OFF OF INTERNATIONAL
    BUSINESS:- HELPS TO IMPROVE THE
    IMAGE OF COMPANY.
     EXAMPLE WHEN PEOPLE SEE THAT
    COMPANIES PRODUCT ARE SOLD TO
    OTHER COUNTRIES THEY INCLINED TO
    BUY.
    DRIVERS OF GLOBALIZATION
     1.Liberalization:- 1980 is the most universal policy
    liberalization, changes in china from communist.
     2.MNCs:- increase in MNCs. MNCs leverage their strength
    link global resources.
     3.TECHNOLOGY:- MOST IMPORTANT FACILITATING
    FACTOR OF GLOBALIZATION
     EXAMPLE:- A DOCTOR CAN SEND SCANS AND
    REPORTS FROM US LABS TO INDIAN
    BANGLORE LABS TECHNOLOGY LIKE
    INTERNET HAS FINISHED DISTANCES.
     4. Transportation and communication
    revolution:- world wide web solves every
    distance now.
     5. Product development costs and efforts:-
    cost of product development in certain areas
    are high EXAMPLE :- medicine DUE TO
    HIGH COST , CROSS BORDER ALLIANCE
    IS REQUIRED.
     6. QUALITY AND COST:- BETTER
    ACHIEVE WHEN COMPANY IS GLOBAL.
     7. COMPETITION:- HEIGHETNED
    COMPETITION COMPEL
    ORGANIZATIONS TO INCREASE THEIR
    EFFICIENCY BY GOING GLOBAL.
    LEVERAGES
     MOST IMPORTANT FACTOR OF GLOBALIZATION IS
    LEVERAGE , THAT MEANS MORE NUMBER OF
    COUNTRIES A COMPANY WILL OPERATE IN A SECTOR
    MORE WILL GET MORE LEVERAGE.
     FOUR TYPES OF LEVERAGE:-
     1:- EXPERIENCE TRANSFER:- GLOBAL
    CORPORATION CAN EXPAND ITS EXPERIENCE BY
    EXPANDING GLOBAL OPERATIONS EXAMPLE :-
    COCACOLA DECIDED TO EXPAND INDIAN BUSINESS
    MODEL OF TEA AND COFFEE TO OTHER COUNTRIES
    FOR EXPANSION.
     COST IS THE
    2.SCALE ECONOMIES:-
    MOST IMPORTANT FACTOR OF
    SUCCESS IN BUSINESS. SO
    REALISE SCALE OF ECONOMIES
    IT IS OFTEN REALISE SCALE OF
    ECONOMIES.
     3:- RESOURCE UTILIZATION:- GETTING
    RESOURCES GLOBALLY AND USING IT.

     4:- GLOBAL STRATEGY :- GLOBAL


    INFORMATION LEADS TO GLOBAL
    STRATEGIC PLANNING BY SCANNING
    THE BUSINESS ENVIRONMENT AND
    KEY OPPORTUNITIES , SO IT IS A
    DESIGN FOR WINNING IN GLOBE.
    RESTRAINING FACTORS
     Factors hampering the globalization
     1:- External Factor:- that are government policies
    and control which stops cross border business.
     2:- internal factor:- factors with in the
    organization one such factor is organizational
    culture.
    INTERNATIONAL BUSINESS DECISION
     it involves series of strategic decisions.
     First decision is whether they will go for international business or not.
     If they decided to go international they have to make these decisions:-
     1:- Market selection decision:- appropriate market.
     2:- entry and operating decisions:- mode of entry.
     3:- marketing mix decision:- product, price, place and promotion
    decisions.
     4:- international organization decision:- company goes for exporting so
    they have to decide organizational structure that supports exporting.
    INTERNATIONAL ORIENTATION
     Analysis is provided by wind, Douglas
     With in the framework of modified EPRG scheme.
     FOUR TYPES OF ATTITUDE OR ORIENTATIONS
     1. Ethnocentric orientation:- overseas operations are
    secondary to domestic operations and primarily as a
    means of disposing of surplus domestic production.
    top management views domestic technique and
    personnel as superior to foreign so these companies
    neglect opportunities outside the home country
    2. POLYCENTRIC ORIENTATION
     A multi national orientation.
     Multinational corporations are polycentric companies.
     Merit is adaptation of business strategies to the local
    conditions.
     Policy is that local personnel and techniques are best
    suited to deal with local market conditions. Main
    focus point is to take care of local custom ,
    culture and government policies.
    3.REGIOCENTRIC ORIENTATION
     Sees different regions as different market.
     A particular region with certain important
    common characteristics is regarded as a single
    market.
     Objectives are set by negotiations between
    headquarters and regional headquarters.
     Product policy tends to be implemented at
    regional level.
    4. GEO CENTRIC ORIENTATION
     Views entire world as single market and develops
    standardized marketing mix, projecting a uniform
    image of the company and its products or the
    global market.
     It is usually characterized by sufficiently
    distinctive national market.
    TYPES OF INTERNATIONAL BUSINESS
     1:- Trading :- import and export of
    services.
     2:- Manufacturing and marketing:-
    manufacturer exporters are those who
    export goods manufactured by them.
     Example MNCs use to do marketing and
    manufacturing .
     3:- sourcing and marketing:- companies which
    outsource the products which they market at
    home or abroad.
     4:- global sourcing for production:-
    Firms which source globally their raw material,
    intermediaries etc. required for manufacturing.

    You might also like