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global marketing lesson - strategic planning

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Lindsey Fair, MBA
Lindsey Fair, MBA

2nd year Business Marketing Students

Business
1 von 10
assessments market, competition, products, finances
when?
plan competitive strategy, target countries, segments
where?
competitive strategy?
entry strategy?
implement entry, structure, control, advertising
glocalization Uniformity in elements that are strategic and localization of necessary tactical elements
Not-Invented-here (NIH) Syndrome
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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global marketing lesson - strategic planning

Hinweis der Redaktion

  1. Exhibit 6.2 = global strategy formulation / plan
  2. Management buy in, experience, moula, capacity to produce
  3. Formulation of global strategy
  4. Target market (remember the country similarity theory?), portfolio -> concentration vs diversification Country selection – stand-alone attractiveness (china with consumer products due to size), strat importance (finland in shipbuilding), synergies (go to ireland after scotland due to similarities and proximity) Market size, market growth rate, number and type of competitors, government regulation, economic and political stability
  5. Value, market control, or variations as on page 185
  6. Next week
  7. Exhibit 6.2 = global strategy formulation / plan