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Global marketing environment and current scenario

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Global marketing management
Global marketing management
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Global marketing environment and current scenario

  1. 1. Group members  Adil  Minhaz Akhtar  Aftab  Mukesh  Mohd Afzal
  2. 2. GLOBAL MARKETING  Global marketing involve the performance of activities designed to plan, price, promote and direct to flow of an organization’s offerings in more than one country for a profit.
  3. 3. The global marketing environment consists of four distinct elements.  Globalization  National business environments  The international business environment  International firm management.
  4. 4. The Decision to Global  To Gain access to new buyers  To spread business risk across a wider market base.  To capitalize on an organization’s distinctive competencies and capabilities.  To achieve lower costs and enhance an organization’s competitiveness.
  5. 5. Global marketing environment  Global marketing environment can be broadly divided in two.  Internal environment  External environment. External environment consists of microenvironment and macroenvironment.
  6. 6. Internal marketing environment  value system of the founders  The mission and objectives of the company  The organisational structure  The composition of the board of directors  enjoys from lower levels and workers, shareholders and Board of Directors.  the characteristics of the human resources like skill, quality, morale, commitment.
  7. 7. Micro environment
  8. 8. Macro Environment
  9. 9. Why Should Firms Engage in Global Marketing?  To Survive and Grow  To Diversify Product and Market Portfolios and Improve competitiveness.  To Operate Within a Global Marketplace.
  10. 10. Entering and Competing in Foreign Markets
  11. 11. Exporting  Exporting involves producing offerings in one country and selling them in an-other country.  Exporting can be indirect or direct; • Indirect exporting, a firm sells its domestically produced goods in foreign country through an intermediary. • Direct exporting exists when a firm sells its domestically produced goods in a foreign country without intermediaries.
  12. 12. LICENSING  With licensing; a company (licensor) offers the right to a trademark, patent, trade secret etc. to another (licensee) for a royalty or a fee.
  13. 13. JOINT VENTURE  When a foreign company and local firm invest together to create a local business, it’s called JOINT VENTURE.  For instance;  Starbucks entered India in 2007 through a joint venture with New Horizons, an India- based company.
  14. 14. DIRECT INVESTMENT  The biggest commitment a company can make when entering the global market is direct investment which entails a domestic firm actually investing in and owning a foreign subsidiary or division.  For instance;  Reebok entered Russia by creating a subsidiary known as Reebok Russia.  Advantages; • Cost savings • Better understanding of local market conditions
  15. 15. 21st century way of global marketing  Social Marketing  Relationship Marketing  Green Marketing
  16. 16. Social Marketing  Social marketing is a umbrella term that define the various activates that integrate technology , social interaction and the construction of word and picture. For social marketing we need to have creative idea which attract other people to the product.
  17. 17. What is Relationship Marketing  A long term Stagey to built relationship with individual customers.  Relationship Marketing is a philosophy of doing business, a strategic orientation that focuses on keeping and improving current customers rather than on acquiring new customer.

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