Marketing chapter 21 report - alsonfo gabriel a. vega mdmba 070016
1. TAPPING INTO GLOBAL MARKETS Alfonso Gabriel A. Vega Ateneo School of Medicine and Public Health Top 10 Concepts
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22. TAPPING INTO GLOBAL MARKETS Alfonso Gabriel A. Vega Ateneo School of Medicine and Public Health Top 10 Concepts
Notes de l'éditeur
Global industry- strategic positions of competitors are affected by overall global position Global firm-companies situated in more than 1 country; R&D, prodn, logistics, marketing and finance not available in domestic situation Abb- epitome of a global firm; transformers, elctronics, instrumentation, auto components, aircnditioning, and railroad equipment 8 business segments located all over the world Central office with 200 employees as compared to 2000 in phillips Managers regularly rotated ad mixed-nationality teams encouraged
Most companies wouldRemain domestic if domestic markets were large enough. No need to learn other languages, cultures business traditions. Business is easier and faster Reasons: Profit opportunities Larger customer base for economies of scale Reduce dependence on 1 market Counterattack global competitors on their own domestic markets Before going aborad, company must be aware and weigh several risks
Capitalizing on the development of potential markets abroad Involves need evaluation 2 approaches: Waterfall approach Sprinkler approach
Assembly line vs customization All based on consumer behavior
Regional- nokia making phones for asia that have a louder ringing volume for asian streets Country- phillips making shavers with smaller handles for asian hands City- beer to suit Munich or Tokyo tastes Retailer- common supplier of coffee, different specifications
Disney harshly criticized as an example of US cultural imperialism Ignored french cultures such as serving wine with food Guests need to be welcomed on the bases of their own culture and travel habits
Unifrom price- different profit rates in different countries; price variability Market-based price- ignores differences in actual costs; lead to prod’n of gray markets Cost-based- might price coke out of the market in countries where costs are too high
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