International business strategy_Home replication strategy
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International business strategy_Home replication strategy
- 3. 1. Characteristics • Centralizes product development functions in home country • Developed products transferred to foreign markets to capture additional value • The company must posses a distinctive competence that local companies lack • Headquarters maintains tight control over marketing & product strategy • Subsidiaries leverage home country capabilities Hanoi, Vietnam
- 5. Advantages: • Cut the production cost down in the first stage of investment • Engage in the home replication strategy as it initially expands into foreign markets • In local market, not need to implement manufacturing but importing finished goods and apply marketing model • For business, can be a competitive strength for newcomers • Can leverage home country-based advantages. Hanoi, Vietnam
- 7. Disadvantages: • No integration economies • A firm most often adjusts its structure to include an international division. • International division is separate from all other divisions and oversees activities (exporting, franchising, and licensing ) =>leads to critical problems • The primary drawback is its low dedication to local responsiveness => alienation of foreign customers • Lack of local responsiveness Hanoi, Vietnam
- 9. Procter & Gamble (P&G) Hanoi, Vietnam
- 10. Procter & Gamble • The large U.S. consumer products company - the world’s best marketers • A dominant global force in laundry detergents, cleaning products , personal-care products • Expanded abroad in the post-World War II years • The strategy was flawed began to emerge in the 1970s • By 1985, after thirteen years in Japan, losing $40 million a year there Hanoi, Vietnam
- 11. Procter & Gamble • Since the late 1980s: Attempting to delegate far more to its major firms in Japan & Europe • Summer of 1991: Entered the Polish with Vidal Sasson Wash & Go, a bestseller in the United States & Europe At first: captured more than 30% of the market for shampoos in Poland. Early 1992 sales suddenly plummeted. The rumors—Wash& Go caused dandruff and hair loss => allegations P&G has strenuously denied. Hanoi, Vietnam
- 12. Procter & Gamble “I washed my car with Wash & Go, and the tires went bald.” Where did P&G go wrong? Hanoi, Vietnam
- 13. Procter & Gamble Promoted Wash & Go too hard in a country has little enthusiasm for brash American-style advertising Some believe Wash& Go was developed for U.S. consumers Marketing strategy wholesale from the US to another country without modification accommodate the tastes and preferences of local consumers. Hanoi, Vietnam
- 14. Hanoi, Vietnam
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