functional area excellence
DESCRIPTION
International Business Strategy LON301BUS. Functional Area Excellence. Unit: 5 Knowledgecast: 1. Module Learning Outcomes. Communicate an in-depth understanding of the complexity of the environment and its applications on decision-making process - PowerPoint PPT PresentationTRANSCRIPT
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International Business Strategy
LON301BUS
Functional Area Excellence
Unit: 5 Knowledgecast: 1
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• Communicate an in-depth understanding of the complexity of the environment and its applications on decision-making process
• Assess current developments in the organisational environment and alternative responses related to strategy
Module Learning Outcomes
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Marketing in the International FirmInternational Business Environment
GlobalMarketing Strategy
International Marketing Program
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Standardisation vs Adaptation
Standardisation
• Similar market segments exist across countries
• Customers seek similar features
• Products have universal specifications
• Business customers have converging expectations
Adaptation
• National Preferences• Laws and regulations• Living standards and
economic conditions• National Infrastructure
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Global Brand
“A brand whose positioning, advertisingstrategy, look and personality arestandardised worldwide.”
– (Cavusgil et al, 2007:520)
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Top Global Brands, by Region (2007)Company Brand Value
(US$bn)Country of Origin
Asian BrandsToyotaHondaSamsung
24.815.815.0
JapanJapanSouth Korea
European BrandsNokiaMercedez-BenzBMW
26.520.017.1
FinlandGermanyGermany
US BrandsCoca-ColaMicrosoftIBM
67.559.953.4
USAUSAUSA
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International Marketing Communications
• International Advertising• International Promotional Activities• Global Account Management
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Ethical Dimensions
• Develop and align products/services to create greater value for society
Sustainable income for suppliers Provided needed products for poor consumers Product disposal
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• Communicate an in-depth understanding of the complexity of the environment and its applications on decision-making process
• The business environment ‘surrounds’ the international marketing strategy
• Assess current developments in the organisational environment and alternative responses related to strategy
CSR and Corporate citizenship is a growing factor in the development of international marketing strategies.
Knowledgecast Summary
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Regular Assignment – Presentations
Your module tutor will allocate you a time to makeyour assessed presentation during this session.
Seminar
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Regular Assignment – Presentations
Your module tutor will allocate you a time to make your
assessed presentation during this session.
Group Activity