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Global marketing-strategies-1226141468587718-9

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Global Marketing Strategies.
Global Marketing Strategies.
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Global marketing-strategies-1226141468587718-9

  1. 1. Global marketing strategies.
  2. 2. Significance of global marketing. Domestic markets are saturated Recover the investments faster Rapid technical growth. Effect of globalization and reduction of boundaries.
  3. 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. 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. 5. The impact of environmental forces on global marketing. Economic environment. Political environment. Social and cultural environment. Legal and regulatory environment. Technological environment.
  6. 6. Methods of entering a new market. Direct exports Indirect exports Licensing Joint ventures Mergers Strategic alliances
  7. 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. 8. Indirect exports Exporting through a domestic intermediary Brokers , export managers, agents Minimum risk Marble stones in Rajasthan
  9. 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. 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. 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. 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. 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. 14. Developing global marketing strategies Product strategies Promotion strategies Pricing strategies Place strategies
  15. 15. Thank you

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