McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.

Global Marketing Management: Planning and Organization

Chapter 12

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Learning ObjectivesLO1 How global marketing management differs from

international marketing managementLO2 The need for planning to achieve company goalsLO3 The important factors for each alternative market entry strategyLO4 The increasing importance of international

strategic alliances

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Global Marketing Management

• “standardization vs. adaptation”

1970s

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Global Marketing Management The issue is if the global homogenization of

consumer tastes allow for the global standardization of the marketing mix

The Internet revolution of the 1990s added a new twist to the old debate

Some companies continue to believe that “global” is the way to go

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Global Marketing Management In many parts of the world, consumers have become

pickier, more penny-wise, or a little more nationalistic They are spending more of their money on local drinks

whose flavors are not part of the Coca-Cola lineup The trend back toward localization is because of the

efficiencies of customization because of the proliferation of the Internet and flexible manufacturing processes

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Global Marketing Management The debate about standardization versus adaptation

is an example of ethnocentrism in the U.S. As global markets homogenize and diversify

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

Other segmentation variables are often more important—for example, climate, language group, media habits, age, or income

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The Nestlé Way: Evolution Not Revolution The “Nestlé way” is to dominate its markets Its overall strategy can be summarized in four points:

Think and plan long term

Decentralize

Stick to what you know

Adapt to local tastes

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Benefits of Global Marketing Economies of scale in production and marketing Transfer of experience and know-how across

countries Global diversity in marketing talent leading to new

approaches Marketing globally ensures that marketers have

access to the toughest customers Spreading the portfolio of markets brings stability of

revenues and operations to many global companies

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Planning for Global Markets Planning is a systematized way of relating to the future It is a commitment of resources to a country market to

achieve specific goals It allows for rapid growth of the international function and the

challenges of different national markets International corporate planning is essentially long term

incorporating generalized goals for the enterprise as a whole Strategic planning deals with products, capital, research, and

the long- and short-term goals of the company Tactical planning , or market planning, pertains to specific

actions and to the allocation of resources to implement goals

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Company Objectives and Resources Foreign market opportunities do not always parallel

corporate objectives and resources It may be necessary to change the objectives, alter

the scale of international plans, or abandon them One market may offer immediate profit but have a

poor long-run outlook, while another may offer the reverse.

Only when corporate objectives are clear can such differences be reconciled effectively

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International Commitment Management needs to be prepared to make the level of

commitment required for successful international operations

Commitment affects the specific international strategies and decisions of the firm

A long-term marketing plan should have realistic time goals set for sales growth

There is a strong regional preference for multinational companies as they expand their operations

Competition and the ease of communications is forcing managers to make commitments to global marketing

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Phase 1: Preliminary Analysis and Screening A critical first step in the planning process is deciding in which

existing country market to make a market investment A company’s strengths and weaknesses, products,

philosophies, modes of operation, and objectives must be matched with a country’s qualities

First, countries are analyzed and screened to eliminate those that do not offer sufficient potential for further consideration

Second, screening criteria are established against which prospective countries can be evaluated

Third, a complete analysis of the environment within which a company plans to operate is made

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Phase 2: Defining Target Markets and Adapting the Marketing Mix A more detailed examination of the components of the

marketing mix is the purpose of Phase 2 The primary goal of Phase 2 is to decide on a marketing mix

adjusted to the cultural constraints imposed by the uncontrollable elements of the environment that effectively achieves corporate objectives and goals

The answers to three major questions are generated in Phase 2:• Are there identifiable market segments that allow for common

marketing mix tactics across countries?• Which cultural/environmental adaptations are necessary for successful

acceptance of the marketing mix?• Will adaptation costs allow profitable market entry?

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Phase 3: Developing the Marketing Plan A marketing plan is developed for the target market

—whether it is a single country or a global market set The marketing plan begins with a situation analysis

and culminates in the selection of an entry mode and a specific action program for the market

The specific plan establishes what is to be done, by whom, how it is to be done, and when. Included are budgets and sales and profit expectations

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Phase 4: Implementation and Control The planning process is a dynamic, continuous set of

interacting variables with information continuously building among phases

An evaluation and control system requires performance-objective action; bringing the plan back on track should standards of performance fall short

The system encourages the decision maker to consider all variables that affect the success of a company’s plan

It provides the basis for viewing all country markets and their interrelationships as an integrated global unit

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Alternative Market-Entry Strategies A company has four different modes of foreign

market entry from which to select: exporting, contractual agreements, strategic alliances, and direct foreign investment

The amount of equity required by the company to use different modes affects the risk, return, and control that it will have in each mode

Exhibit 12.2 Alternative Market-Entry Strategies

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Exporting Exporting accounts for some 10 percent of global

economic activity. Exporting can be either direct or indirect:• With direct exporting , the company sells to a customer in

another country• With indirect exporting usually means that the company

sells to a buyer (importer or distributor) in the home country, which in turn exports the product

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Exporting The Internet• The Internet is becoming increasingly important as a

foreign market entry method• Should not be overlooked as an alternative market entry

strategy by the small or large company Direct Sales• A direct sales force may be required particularly for high-

technology and big ticket industrial products • It may mean establishing an office with local and/or

expatriate managers and staff, depending of course on the size of the market and potential sales revenues.

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Contractual Agreements Contractual agreements are long-term, non equity

associations between a company and another in a foreign market.

Contractual agreements generally involve the transfer of technology, processes, trademarks, and/or human skills. In short, they serve as a means of transfer of knowledge rather than equity.

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Contractual Agreements Contractual agreements are long-term, non equity

associations between a company and another in a foreign market

Contractual agreements involve the transfer of technology, processes, trademarks, and/or human skills.

They serve as a means of transfer of knowledge rather than equity

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Contractual Agreements: Licensing Licensing is a means of establishing in foreign markets

without large capital outlays Includes patent rights, trademark rights, and the rights to use

technological processes

Contractual Agreements: Licensing Advantages

• capital is scarce• import restrictions forbid

other means of entry• a country is sensitive to

foreign ownership or • patents and trademarks must

be protected against cancellation for nonuse.

Risks• choosing the wrong partner• quality and other production

problems• payment problems• contract enforcement and • loss of marketing control

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Contractual Agreements: Franchising Franchising is a rapidly growing form of licensing The franchiser provides a standard package of products,

systems, and management services, and the franchisee provides market knowledge, capital, and personal involvement in management

The combination of skills permits flexibility in dealing with local market conditions and yet provides the parent firm with a reasonable degree of control.

The franchiser can follow through on marketing of the products to the point of final sale

It is an important form of vertical market integration

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Contractual Agreements: Franchising The franchise system provides an effective blending of skill

centralization and operational decentralization In spite of the economic downturn, franchising is still

expected to be the fastest growing market-entry strategy Franchises were often among the first types of foreign

retail business to open in the emerging market economies of eastern Europe, the former republics of Russia, and China

The franchising system combines the knowledge of the franchiser with the local knowledge and entrepreneurial spirit of the franchisee

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Strategic International Alliances (SIAs) 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

Strategic international alliances are sought as a way to shore up weaknesses and increase competitive strengths; complementarity is key.

Firms enter into 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 and • access to additional sources of products and capital.

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Strategic International Alliances: International Joint Ventures (IJVs) A joint venture is different from other types of strategic

alliances or collaborative relationships in that 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• they acknowledge intent by the partners to share in the

management of the JV• they are partnerships between legally incorporated entities and not

between individuals and • equity positions are held by each of the partners

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Strategic International Alliances: Consortia Consortia are similar to joint ventures and 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 One firm usually acts as the lead firm, or the newly

formed corporation may exist independently of its originators

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Direct Foreign Investment Direct foreign investment is direct investment within

a foreign country Companies may invest locally to:• capitalize on low cost labor • avoid high import taxes• reduce the high costs of transportation to market• gain access to raw materials and technology or • as a means of gaining market entry

Firms may either invest in or buy local companies or establish new operations facilities

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Direct Foreign Investment Several factors have been found to influence the

structure and performance of direct investments: • timing—first movers have advantages but are more risky• the growing complexity and contingencies of contracts• transaction cost structures• technology and knowledge transfer• degree of product differentiation• the previous experiences and cultural diversity of acquired

firms• advertising and reputation barriers

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Organizing for Global Competition 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

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Locus of Decision Relates to where decisions will be made, by whom,

and by which method Management policy must be explicit about which

decisions are to be made at which level Most companies limit the amount of money to be

spent at each level Decision levels for determination of policy, strategy,

and tactical decisions must be established Tactical decisions are usually made at the lowest

possible level

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Centralized versus DecentralizedOrganizations Organizational patterns for the headquarters’ activities

of multinational firms usually fit into one of three categories: • Centralized• Regionalized• Decentralized

The advantages of centralization are: • the availability of experts at one location• the ability to exercise a high degree of control on both the

planning and implementation phases• the centralization of all records and information

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Centralized vs. Decentralized Organizations Some companies implement extreme

decentralization by giving selecting competent local managers full responsibility for national or regional operations

Even though product decisions may be highly centralized, subsidiaries may have a substantial amount of local influence in pricing, advertising, and distribution decisions

If a product is culturally sensitive, the decisions are more likely to be decentralized