.Chapter

11

Global Marketing Management:Planning and Organization

Modular:

Afjal HossainAssistant Professor, Department of Marketing

PSTUMcGraw-Hill/Irwin International Marketing, 13/e

Global Marketing Management

• 1970s – “standardization versus adaptation”• 1980s – “global integration versus local

responsiveness”• 1990s – “global integration versus local

responsiveness”• The trend back toward localization is caused by the new

efficiencies of customization made possible by the Internet and increasingly flexible manufacturing processes.

• From the marketing perspective customization is always best.• As global markets continue to homogenize and diversify

simultaneously, the best companies will avoid the trap of focusing on country as the primary segmentation variable.

The Nestle Way: Evolution Not Revolution

• Nestle is the world’s biggest marketer of infant formula, powdered milk, instant coffee, chocolate, soups, and mineral water.

• Nestle strategy can be summarized in four points:– Think and plan long term– Decentralize– Stick to what you know– Adapt to local tastes

• Long-term strategy works for Nestle because the company relies on local ingredients and markets products that consumers can afford.

Benefits of Global Marketing• When large market segments can be identified,

economies of scale in production and marketing can be important competitive advantages for global companies.

• Transfer of experience and know-how across countries through improved coordination and integration of marketing activities.

• Marketing globally also ensures that marketers have access to the toughest customers.

• Diversity of markets served carries with it additional financial benefits.

• Firms that market globally are able to take advantage of changing financial circumstances.

Planning for Global Markets• Planning is the job of making things happen that

might not otherwise occur.• Planning allows for rapid growth of the international

function, changing markets, increasing competition, and the turbulent challenges of different national markets.

• Planning relates to the formulation of goals and methods of accomplishing them, so it is both a process and philosophy.– Corporate planning– Strategic planning– Tactical planning

• Successful planning is evaluating company objectives, including management’s commitment and philosophical orientation to international business.

Planning for Global Markets (cont’d)

• Company objectives and resources– Each new market can require a complete evaluation,

including existing commitments, relative to the parent company’s objectives and resources.

– Defining objectives clarifies the orientation of the domestic and international divisions, permitting consistent policies.

• International commitment– Commitment in terms of:

• Dollars to be invested• Personnel for managing the international organization• Determination to stay in the market long enough to realize

a return in investments.– The degree of commitment to an international

marketing cause reflects the extend to a company’s involvement

The Planning Process

Phase 1: Preliminary Analysis and Screening – Matching

Company and Country Needs.

Phase 2: Adapting the Marketing Mix to Target Markets.

Phase 3: Developing the Marketing Plan

Phase 4: Implementation and Control

International Planning Process

• Insert Exhibit 11.1

Alternative Market-Entry Strategies• An entry strategy into the international market should reflect on analysis of

market characteristics such as:– Potential sales– Strategic importance– Strengths of local resources– Cultural differences– Country restrictions

• Companies most often begin with modest export involvement.• A company has four different modes of foreign market entry from which to

select:– Exporting– Contractual agreements– Strategic alliances– Direct foreign investments

Alternative Market-Entry Strategies

• Insert Exhibit 11.2

Exporting• Exporting accounts for some 10% of global activity.• Direct exporting - the company sells to a customer in

another country.• Indirect exporting – the company sells to a buyer

(importer or distribution) in the home country, who in turn exports the product.

• The Internet– Initially, Internet marketing focused on domestic sales,

however, a surprisingly large number of companies started receiving orders from customers in other countries, resulting in the concept of international Internet marketing (IIM).

• Direct sales– Particularly for high technology and big ticket industrial

products.

Contractual Agreement

• Contractual agreements are long-term, non-equity association between a company and another in a foreign market.

• Licensing– A means of establishing a foothold in foreign

markets without large capital outlays.– A favorite strategy for small and medium-sized

companies.– Legitimate means of capitalizing on intellectual

property in a foreign market.

Contractual Agreement (continued)

• Franchising– Franchiser provides a standard package of

products, systems, and management services, and the franchise provides market knowledge, capital, and personal involvement in management.

– Despite temporary setbacks, franchising is still expected to be the fastest-growing market-entry strategy.

– Two types of franchise agreements:• Master franchise – gives the franchisee the

rights to a specific area with the authority to sell or establish subfranchises.

• Licensing

Strategic International Alliances• A strategic international alliance (SIA) is a business

relationship established by two or more companies to cooperate out of mutual need and to share risk in achieving a common objective

• SIAs are sought as a way to shore up weaknesses and increase competitive strengths.

• Firms enter SIAs for several reasons:– Opportunities for rapid expansion into new markets– Access to new technology– More efficient production and innovation– Reduced marketing costs– Strategic competitive moves– Access to additional sources of products and capital

• Many companies also are entering SIAs to be in strategic position to be competitive and to benefit from the expected growth in the single European market.

Strategic International Alliances (continued)

• International Joint Ventures– A joint venture is a partnership of two or more

participating companies that have joined forces to create a separate legal entity.

– Four Characteristics define joint ventures:• JVs are established, separate, legal entities• The acknowledged intent by the partners to

share in the management of the JV• There are partnerships between legally

incorporated entities such as companies, chartered organizations, or governments, and not between individuals

• Equity positions are held by each of the partners

Strategic International Alliances (continued)

• Consortia– Consortia are similar to joint ventures and

could be classified as such except for two unique characteristics:• They typically involve a large number of

participants• They frequently operate in a country or market

in which none of the participants is currently active.

– Consortia are developed to pool financial and managerial resources and to lessen risks.

Direct Foreign Investment

• Factors that have been found to influence the structure and performance of direct investments:– Timing– The growing complexity and contingencies of

contracts– Transaction cost structures– Technology transfer– Degree of product differentiation– The previous experiences and cultural diversity

of acquired firms– Advertising and reputation barriers

Organizing for Global Competition

• Because organizations need to reflect a wide range of company-specific characteristics, devising a standard organizational structure is difficult.

• Companies are usually structured around one of three alternatives:– Global product divisions responsible for product

sales throughout the world– Geographical divisions responsible for all products

and functions within a given geographical area– A matrix organization consisting of either of these

arrangements with centralized sales and marketing run by a centralized functional staff, or a combination of area operations and global product management

Organizing for Global Competition (cont’d)

• Locus of decision– Considerations of where decisions will be made, by

whom, and by which method constitute a major element of organizational strategy.

• Centralized versus decentralized organizations– An infinite number of organizational patterns fro the

headquarters activities of multinational firms exist, but most fit into one of three categories:• Centralized• Regionalized• Decentralized

• No single traditional organizational plan is adequate for today’s global enterprise seeking to combine the economies of scale of a global company with the flexibility and marketing knowledge of a local company.