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Global marketing
   strategies.
Significance of global marketing.
Domestic markets are saturated
Recover the investments faster
Rapid technical growth.
Effect of globalization and reduction of
boundaries.
Selecting a potential market.
    Regional Free Trade Zone.
   Ensure economic growth
   Increase trade relations
   Increase foreign capital inflows
   Create economic trade blocs.
   Integrate policies of member
    countries.
Evaluation of Potential markets.
   Analyses markets on the basis
    of macro environmental factors.
   Analyzing the market size,
    product acceptability and
    customer perceptions.
   Analyzing micro environmental
    factors
   Ranking the potential markets
    based on profit potential,
    market share ,investments,
    margins sales etc.
The impact of environmental forces
      on global marketing.
 Economic environment.
 Political environment.
 Social and cultural environment.
 Legal and regulatory environment.
 Technological environment.
Methods of entering a new market.

Direct exports
Indirect exports
Licensing
Joint ventures
Mergers
Strategic alliances
Direct exports
Companies sells their goods through
middle men located in foreign countries
More control over distribution channel
Open their own sales offices.
Textiles
Tirupur
Goa –wines
Auto parts
Indirect exports
Exporting through a domestic
intermediary
Brokers , export managers, agents
Minimum risk
Marble stones in Rajasthan
Licensing

Form of providing access to a patent
or trade mark to some other
company by charging a fee or royalty
Companies with strong brand names
Pharmaceutical industries
Joint ventures

Foreign company invites a local
company to become an equity
partner share risk
Have access to indepth knowledge of
the local market
Internationalization
Entry modes and timings.
Maturity stage – start exports
More exports – technology transfer
and new products
More new products –threat to
domestic companies
Govt –protectionism
Non tariff barriers
Stage of standardization –
contractual agreements or FDI
Early phase – contracts – license ,
Franchising
Later stages – FDI
Company specific know how – JV
Gain experience – terminate JV and
establish wholly owned subsidiary
Types of marketing organization

Export division- self sufficient export
division
International division-Separate
division for international business
Global organization-whole
organization handles international
business
Developing global marketing
          strategies
Product strategies
Promotion strategies
Pricing strategies
Place strategies
Thank you

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Global marketing-strategies-1226141468587718-9

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