Global marketing Global marketing strategies.strategies.
Significance of global marketing.Significance of global marketing.
Domestic markets are saturatedDomestic markets are saturated
Recover the investments fasterRecover the investments faster
Rapid technical growth.Rapid technical growth.
Effect of globalization and reduction of Effect of globalization and reduction of boundaries.boundaries.
Selecting a potential market.Selecting a potential market.
Regional Free Trade Zone.Regional Free Trade Zone.
1.1. Ensure economic growthEnsure economic growth
2.2. Increase trade relationsIncrease trade relations
3.3. Increase foreign capital inflowsIncrease foreign capital inflows
4.4. Create economic trade blocs.Create economic trade blocs.
5.5. Integrate policies of member Integrate policies of member countries.countries.
Evaluation of Potential markets.Evaluation of Potential markets.1.1. Analyses markets on the basis of Analyses markets on the basis of
macro environmental factors.macro environmental factors.2.2. Analyzing the market size, Analyzing the market size,
product acceptability and product acceptability and customer perceptions.customer perceptions.
3.3. Analyzing micro environmental Analyzing micro environmental factors factors
4.4. Ranking the potential markets Ranking the potential markets based on profit potential, market based on profit potential, market share ,investments, margins share ,investments, margins sales etc.sales etc.
The impact of environmental forces The impact of environmental forces on global marketing.on global marketing.
Economic environment.Economic environment.
Political environment.Political environment.
Social and cultural environment.Social and cultural environment.
Legal and regulatory environment.Legal and regulatory environment.
Technological environment.Technological environment.
Methods of entering a new market.Methods of entering a new market.
Direct exportsDirect exports
Indirect exportsIndirect exports
LicensingLicensing
Joint venturesJoint ventures
MergersMergers
Strategic alliancesStrategic alliances
Direct exportsDirect exportsCompanies sells their goods through Companies sells their goods through middle men located in foreign countries middle men located in foreign countries
More control over distribution channel More control over distribution channel
Open their own sales offices. Open their own sales offices.
Textiles Textiles
TirupurTirupur
Goa –winesGoa –wines
Auto partsAuto parts
Indirect exportsIndirect exports
Exporting through a domestic Exporting through a domestic intermediary intermediary
Brokers , export managers, agents Brokers , export managers, agents
Minimum riskMinimum risk
Marble stones in Rajasthan Marble stones in Rajasthan
LicensingLicensing
Form of providing access to a patent Form of providing access to a patent or trade mark to some other or trade mark to some other company by charging a fee or royaltycompany by charging a fee or royalty
Companies with strong brand names Companies with strong brand names
Pharmaceutical industriesPharmaceutical industries
Joint venturesJoint ventures
Foreign company invites a local Foreign company invites a local company to become an equity company to become an equity partner share risk partner share risk
Have access to indepth knowledge of Have access to indepth knowledge of the local market the local market
Internationalization Internationalization
Entry modes and timings. Entry modes and timings.
Maturity stage – start exports Maturity stage – start exports
More exports – technology transfer More exports – technology transfer and new products and new products
More new products –threat to More new products –threat to domestic companies domestic companies
Govt –protectionism Govt –protectionism
Non tariff barriers Non tariff barriers
Stage of standardization – Stage of standardization – contractual agreements or FDI contractual agreements or FDI
Early phase – contracts – license , Early phase – contracts – license , Franchising Franchising
Later stages – FDI Later stages – FDI
Company specific know how – JV Company specific know how – JV
Gain experience – terminate JV and Gain experience – terminate JV and establish wholly owned subsidiary establish wholly owned subsidiary
Types of marketing organizationTypes of marketing organization
Export division- self sufficient export Export division- self sufficient export divisiondivision
International division-Separate International division-Separate division for international businessdivision for international business
Global organization-whole Global organization-whole organization handles international organization handles international business business
Developing global marketing Developing global marketing strategiesstrategies
Product strategiesProduct strategies
Promotion strategiesPromotion strategies
Pricing strategiesPricing strategies
Place strategiesPlace strategies
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