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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
