Global Marketing Management:
Planning & Organization
Chapter 11
Local v. Global
• Localization
– Customized to certain
market
– Economies of scale
• Globalization
– Less focus on
countries
– Increased focus on
customers
Benefits of Global Markets
• Economies of Scale
• Transfer of Knowledge and Experience
• Stabilities of revenues
Planning
• Definition
• Types
– Corporate
– Strategic
– Tactical
• Company Objectives & Resources
– International commitment?
– Planning process
Planning Process
• Preliminary Analysis & Screening
– Which countries do we want to enter?
• Adapting the Marketing Mix
– How will we need to adapt product, price,
place, or promotion?
• Developing the Marketing Mix
– Writing the plan
• Implementation & Control
Alternative Market Entry Strategies
• Exporting
– Direct v indirect
– Internet
– Direct sales
• Contractual Agreements
– Licensing
– Franchising
Alternative Market Entry Strategies
• Strategic International Alliances
– Mutual need & shared risk
– International joint ventures
– Consortia
• How is it different from a joint venture?
• Direct Foreign Investment
Organizing
• Three organizational structures
– Global product divisions
– Geographic divisions
– Matrix
• Locus of Decision
Organizing
• Centralized
– Advantages
– Disadvantages
• Decentralized
– Advantages
– Disadvantages