Lecture Global marketing management (7th edition): Chapter 8 - Masaaki Kotabe, Kristiaan Helsen
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GLOBAL
MARKETING
MANAGEMENT
Seventh Edition
MASAAKI KOTABKE | KRISTIAAN HELSEN
Chapter 8 PowerPoint
Global Marketing Strategies
Chapter Overview
1.
2.
3.
4.
5.
6.
Information Technology and Global Competition
Global Strategy
Global Marketing Strategy
R&D, Operations, Marketing Interfaces
Regionalization of Global Marketing Strategy
Competitive Analysis
Chapter 8
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Introduction
• On a political map, country borders are clear as
ever. But on a competitive map, financial, trading,
and industrial activities across national boundaries
have rendered those political borders increasingly
irrelevant.
• Not only firms that compete internationally but also
those whose primary market is considered domestic
will be affected by competition from around the
world.
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1. Information Technology and
Global Competition
• The development of transportation technology and
the explosion of information technology has
changed the nature of competition
• Real-Time Management
• Online Communication
• E-Commerce
• E-Company
• Faster Product Diffusion
• Global Citizenship
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2. Global Strategy
•
Global strategy consists of five conceptualizations:
1.
2.
3.
4.
5.
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Global industry
Competitive industry
Competitive advantage
Hypercompetition
Interdependency
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2. Global Strategy
Global Industry:
– Those industries where a firm’s competitive position in
one country is affected by its position in other
countries.
– The first question that faces managers is the extent of
globalization of their industry.
– Every industry has global or potentially global
aspects.
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2. Global Strategy
Industry Globalization Forces (Exhibit 8-1):
Four forces interact to determine the potential of
industry globalization.
1. Market forces
2. Cost forces
3. Government forces
4. Competition forces
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Exhibit 8-1: Industry Globalization Drivers
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2. Global Strategy
Market Forces
1. Per capita income convergence
2. Rich consumers in emerging markets
3. Convergence of lifestyles and tastes
4. Revolution in communication technology
5. Knowledgeable global consumers
6. Organizations behaving as global customers
7. Growth of global and regional channels
8. Establishment of world brands
9. Spread of global and regional media
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2. Global Strategy
Cost Forces
1. Global economies of scale and scope
2. Accelerating technological innovations
3. Advances in transportation
4. Newly industrializing countries with low-cost labor
5. High product development costs
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2. Global Strategy
Government Forces
1. Reduction of tariff and nontariff barriers
2. Trade blocs
3. Deregulation of industries
4. Privatization of economies
5. Open-market economies
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2. Global Strategy
Competitive Forces
1. Increase of world trade
2. More key competitive battlegrounds
3.Foreign ownership of corporations
4.Globalization of financial markets
5.New global competitors
6.Global internet and other companies
7.Geocentric, not ethnocentric, companies
8.Global alliances
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2. Global Strategy
Competitive Structure
–
–
–
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Cost leadership
Product differentiation
Niche strategy
Nature of Competitive Industry Structure (Exhibit 8-2):
»Industry competitors
»Potential entrants
»Bargaining power of suppliers
»Bargaining power of buyers
»Threats of substitute products or services
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Exhibit 8-2: Nature of
Competitive Industry Structure
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2. Global Strategy
• Gaining Competitive Advantage
– First-mover advantage versus first-mover
disadvantage
– Technology-driven approach
– Competitor-focused approach
– Customer-focused approach
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2. Global Strategy
• Hypercompetition
• Interdependency:
– Interdependency of modern companies
– Example: Smartphone industry
– Governments also play a larger role, affecting parts of
the firm’s strategy.
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3. Global Marketing Strategy
• Benefits of Global Marketing:
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–
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Cost Reduction
Improved Products and Program Effectiveness
Enhanced Customer Preference
Increased Competitive Advantage
• Limits to Global Marketing:
–
–
–
–
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Standardization vs. adaptation issues
Globalization vs. localization
Global integration vs. local responsiveness
Scale vs. sensitivity
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3. Global Marketing Strategy
• Not every element need be standardized to the
same degree (Exhibit 8-3)
• Degree of product standardization varies widely
based on many factors (Exhibit 8-4)
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Exhibit 8-3: Variation in Content
and Coverage of Global Marketing
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Exhibit 8-4: Degree of Standardizability of
Products in World Markets
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4. R&D, Operations and Marketing
Interfaces
• R&D/Operations Interface
• Operations/Marketing Interface
–
–
–
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Core Components Standardization
Product Design Families
Universal Products with all Features
Universal Product with Different Positioning
• Marketing/R&D Interface
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Exhibit 8-5: Interfaces among
R&D, Operations, and Marketing
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5. Regionalization of Global
Marketing Strategy
• Regional strategies are the cross-subsidization of
market share battles in pursuit of regional
production, branding, and distribution advantages.
– Issues in regionalization of global marketing
strategy:
•
•
•
•
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Cross-Subsidization of Markets
Identification of Weak Market Segments
Use of “Lead Market” Concept
Marketing Strategies for Emerging Markets
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6. Competitive Analysis
• SWOT (Strengths, Weaknesses, Opportunities,
and Threats) Analysis (See Exhibit 8-6.)
– A SWOT analysis divides the information into two
main categories: internal and external factors.
– Based on SWOT analysis, marketing executives can
construct alternative strategies.
– The aim of any SWOT analysis should be to isolate
the key issues that will be important to the future of
the firm and that will be addressed by subsequent
marketing strategy.
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Exhibit 8-6: SWOT Analysis
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