This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
1. Global Product Strategies RAYMOND R. KOH
2. Global Product Strategies Local and International
Environment Product Firms Competitive Internal Situation Strategies
Situation Customer Needs & Price Elasticity RAYMOND R. KOH
3. What Is a Product ? Product: A bundle of attributes The
Total Product Tangible attributes: materials, size, weight, design,
packaging, performance, comfort Intangibles: brand image, styling,
other benefits (installation, delivery, credit, warranty,
after-sale service, return policy) RAYMOND R. KOH
4. Product Related Global Drivers Demand Drivers Higher
expectations More information Higher switching costs Full-service
expectations RAYMOND R. KOH
5. Product Related Global Drivers Supply Drivers Fast-paced
innovations Frequent product modifications Manufacturing
rationalization Outsourcing coordination Strategic Alliances
RAYMOND R. KOH
6. Global Product Decisions Existing Products Product phase-out
Product modification Product introduction into new markets Product
performance management New Product Product development Product
introduction Product performance management RAYMOND R. KOH
7. Global Product Development Standardization- developing same
product for multiple countries Premise-- consumes share some common
values, beliefs, and consumption patterns Advantages: economies of
scale and scope, price competitiveness, uniform image RAYMOND R.
KOH
8. Global Product Development Product Adaptation- modifying
product to reflect characteristics of a market Premise-- consumers
are not the same Advantages: improved fit between product and
consumer, expanded penetration RAYMOND R. KOH
9. Global Product Development Mandatory product adaptations
Governmental regulations Technological considerations (e.g.,
voltage, infrastructure) Cultural imperatives - is it acceptable to
consumers Measurement standards: volume, length, weight, quantity
RAYMOND R. KOH
10. A Testable Framework of Product and Promotion Adaptation
Product and Industry Technology Cultural Specificity Orientation of
Product Uniqueness Type of Product of Product Industry EXPORT
MARKET COMPANY Similarity of Legal Firms International Experience
Regulations Product Adaptation - Upon Entry Export Sales Goal
Competitiveness Of - After Entry for the Venture Product Adaptation
Export Market - Upon Entry Promotion Adaptation - After Entry -
Positioning Promotion Adaptation Entry Scope - Packaging/Labeling
Product Familiarity Of Positioning - Promotional Approachh Export
Customers Packaging/Labeling RAYMOND R. KOH Source: S.T. Cavusgil,
Shaoming Zou, and G.M. Naidu. Product and Promotion Adaptation in
Export Venturs: An Empirical Investigation, Journal of
International Business Studies 24, no 3, (1993,485.
11. A Framework to Integrate Markets, Platforms and
Competencies Markets Segments 1 through N ... Tiers of Price- T
Performance 1 through N . Derivative Products or Services with
Development Time/Cost Efficiency and Attractive Price-Performance
Positioning Product or Service Platform Subsystem A Interface i.n
Subsystem C Subsystem B Common design Rules and Tools Common Design
Rules and Tools Competencies Organizational Product Technologies
Production Processes Market Insights Capabilities and and Design
Processes and Technologies RAYMOND R. KOH Infrastructure Source:
Mark Meyer, personal communication
12. Globalizing Palmolive Soap Combination of competitive
packages fragrances shapes 25 After 20 Before 15 10 5 0 Shapes
Fragrances Packages RAYMOND R. KOH
13. The View from Toyota Our global strategy used to center on
world cars, which we would modify slightly to accommodate demand in
different markets. Today our focus is shifting to models that we
develop and manufacture especially for selected regional markets.
RAYMOND R. KOH
14. The View from Honda We are the most international of the
Japanese companies. At the moment we are the most diversified, and
we will be more diversified in the future. Still, I think it would
be very hard to build a one-type world car. In the end, I dont
think it would be very efficient. ---Nobuhiko Kawamoto President
and CEO, Honda Motor Company RAYMOND R. KOH
15. Basic Product Concepts Local Products Regional Products
Global Products RAYMOND R. KOH
16. Global Product Issues Country Region Global Customer Needs
Competition Marketing Infrastructure Internal Resources RAYMOND R.
KOH
17. Global Product Issues Country Region Global Segmenting
Targeting Positioning RAYMOND R. KOH
18. Brands Global brand Tiered branding Cobranding Brand
extensions RAYMOND R. KOH
19. Brand Positioning Perceived fit Positioning is between a
defined relative particular product to: offering and the
competitive needs of target offerings market consumer needs RAYMOND
R. KOH
20. Brand Positioning Physical Positioning How a firms product
compares to the competitions on some set of objective physical
characteristics Perceptual Positioning How a firms product compares
to the competitions on some set of subjective characteristics
RAYMOND R. KOH
21. Positioning Strategy Attribute or Benefit Quality and Price
Use or User RAYMOND R. KOH
22. Brand Equity BMW Best engineered Coke Fun and excitement
Cartier Quality Corporate Branding RAYMOND R. KOH
23. Product/Brand Strategic Alternatives Brand Different Same
Different Local Transnational Product Same Multinational Global
RAYMOND R. KOH
24. Global Brands Positioning Local Market Segment Universal
Unique Nike IKEA Uniform Positioning Adapted Volvo Levis RAYMOND R.
KOH