...PART 1 Introduction CHAPTER 1 Introduction to Global Marketing Case 1-1 The Global Marketplace Is Also Local onsider the following proposition: We live in a global marketplace. McDonald’s restaurants, Sony digital TVs, LEGO toys, Swatch watches, Burberry trench coats, and Caterpillar earthmoving equipment are found practically everywhere on the planet. Global companies are fierce rivals in key markets. For example, American auto industry giants General Motors and Ford are locked in a competitive struggle with Toyota,Hyundai,and other global Asian rivals as well as European companies such as Volkswagen. U.S.based Intel, the world’s largest chip maker, competes with South Korea’s Samsung. In the global cell phone market, Nokia (Finland), Ericsson (Sweden), Motorola (United C States), and Samsung are key players. Appliances from Whirlpool and Electrolux compete for precious retail space with products manufactured and marketed by China’s Haier Group and LG of South Korea. Now consider a second proposition: We live in a world in which markets are local. In China, for example, Yum Brands’ new East Dawning fast-food chain competes with local restaurants such as New Asia Snack.1 France’s domestic film industry generates about 40 percent of local motion picture box office receipts; U.S.-made movies account for about 50 percent. In Turkey, local artists such as Sertab account for more than 80 percent of recorded Exhibit 1-1: England’s Burberry Group celebrated its...
Words: 23905 - Pages: 96
...1. In this course we have discussed the factors that have lead to the growth of the global economy and therefore the rise in global marketing. Discuss drivers and how they have assisted the development of the global wine market. How do the macro environments (political, legal/regulatory, cultural, and economic) influence the ability of the wine industry to grow within a given country? . There have been many factors that have led to the growth in the global economy. Some drivers that have been discussed in this course so far are: peace following WWII, the global support of GATT & the WTO, along with major improvements in information technologies and communications. But as the world revolutionized so did world trade and the global wine industry. Innovations where born, and communication between countries became easier which streamlined the distribution process a global market for the wine industry began. The demand for wine also increased worldwide as World War II came to a close. We learned in Chapter 1 that global commerce thrives during times of peace. An increase in the demand for wine during the postwar era coupled with new innovations that enabled wine to travel further distance without going bad, allowed “New World” producers to step up and compete with “Old World” traditional wine makers. This in turn caused new regulations and “standards” (of which we learned about in chapter 2) in order to protect their own domestic wine industry. ...
Words: 2835 - Pages: 12
...Global Marketing Strategies Contents TASK 1 2 1.0. INTRODUCTION 3 2.0. HOW CREDIT CRUNCH WILL AFFECT INTERNATIONAL BUSINESS? 4 3.0. RECOMMENDATIONS TO OVERCOME THIS CREDIT CRUNCH 6 4.0. CONCLUSION 7 5.0. BIBLIOGRAPHY 8 TASK 1 Discuss the likely effects to international/global business by the recent credit crunch. Suggest ways to overcome these problems. 1.0. INTRODUCTION Credit crunch is an economic downturn, when the world experiences a credit crisis. It is caused by declining value in real estate and by defaulting loans, arising from contraction in the supply of credit. A credit crunch is a [sudden] reduction in the availability of liquidity in the financial markets ( i.e. loans or credit) resulting in a sudden increase in the cost of obtaining a loan from financial institutions(Pearson, M. 2008) The United States of America banks had extended loans for purchase of homes to “risky” clients and this resulted in loan defaults in mortgages but soon spread to the rest of the market both in the United States of America and in the rest of the world. 2.0. HOW CREDIT CRUNCH WILL AFFECT INTERNATIONAL BUSINESS? The credit crunch affects international business in many ways as described below: 1.0. High Interest rates- the credit crunch has resulted in high interest rates and high cost of borrowing. This affects businesses as the cost of re-financing or diversifying a business increases. Businesses with large debt see high cost of...
Words: 2165 - Pages: 9
...Global Marketing, 8e (Keegan/Green) Chapter 1 Introduction to Global Marketing 1) The market development strategy involves seeking new customers by introducing existing products or services to a new market segment. Answer: TRUE Difficulty: Easy Chapter LO: 1 AACSB: Reflective thinking Course LO: Discuss the fundamental concepts of marketing 2) Starbucks is building on its loyalty card and rewards program in the United States with a smartphone app that enables customers to pay for purchases electronically. This is an example of Market Penetration. Answer: TRUE Difficulty: Moderate Chapter LO: 1 AACSB: Reflective thinking Course LO: Discuss the fundamental concepts of marketing 3) The perceived value equation can be represented as Value = Price/Benefits. Answer: FALSE Difficulty: Easy Chapter LO: 2 AACSB: Analytical thinking Course LO: Discuss the fundamental concepts of marketing 4) Companies can increase prices if costs are low because of process efficiencies in manufacturing. Answer: FALSE Difficulty: Easy Chapter LO: 2 AACSB: Reflective thinking Course LO: Identify and describe the processes and tools of strategic marketing 5) If Nestlé decides not to market biscuits (cookies) in the United States due to competitive reasons, it is considered as a lack of strategic focus and missed opportunity. Answer: FALSE Difficulty: Moderate Chapter LO: 2 AACSB: Reflective thinking Course LO: Identify and describe the processes...
Words: 6857 - Pages: 28
...Introduction As globalization rises many organizations are developing competencies that will help create successful global leaders, this process will combine job exposure, international assignments, creating global project teams and various cross-culture sensitivity workshops. The purpose of this assignment is to create a formal annotated bibliography using the annotated bibliography entries from the six works related the inquiry topic I have created in Units 1, 2, and 3, the research article are as follows; The Elements of Leadership in a Global Environment, Global marketing managers, Developing leaders’ strategic thinking through global work experience: The moderating role of cultural distance, Responsible Leadership in Global Business: A New Approach to Leadership and Its Multi-Level Outcomes, Global Leadership: A New Framework for a Changing World, and Competitive Action in the Diffusion of Internet Technology Products in Emerging Markets: Implications for Global Marketing Managers. This six articles will analyzes each article research overview, purpose of study, methodology, key findings and limitations and opportunities of global leaders in various business sector. Article 1 Bishop, W. H. (2013). The Elements of Leadership in a Global Environment. Global Business & Organizational Excellence, 32(5), 78-85. doi:10.1002/joe.21505 Overview The articles states that American marketplace and globalization have led to recognition of diversity initiatives as not only...
Words: 2576 - Pages: 11
...Global Marketing Question 1 The market positioning and segmentation of Pepsi Co are as follows:- a) The market positioning and segmentation strategy Pepsi Co has chosen in this case are the launching of new drink for target group where the target audience are belonging from age group of young men. The products also targeted the consumers who switched to bottled waters instead of diet related drinks. The new product will reach the new and whole audience according to the company because it itself has a unique taste. It will support the new and unique marketing technique for the American consumers. Pepsi produced the most successful brand with the help of strong positioning and segmentation. It has concentrated in the development of major brands with the delicious and healthful beverages and drinks. It had analysed the best market positioning to increase the awareness among the target group. It also provides the unique and different taste to the consumers. Thus it captures the important marketing strategies for the business and also it is available with different packages and geographies and is available worldwide. This way, it supported the important drink for everybody and it this way managed to develop the global brand. Thus it demanded and determined with the important elements of producing the proper taste and ingredients. Other promotional support and marketing discovered the market research with the help of promotional support. The important...
Words: 1508 - Pages: 7
...International Marketing Table of Contents 1. General 1 2. Overview of Module and Module Descriptor 1 3. Assessment Criteria and Marking Guidelines 3 3.1 Assessment Timetable 4 4. Schedule of Work / Topics 5 5. Communication 6 6. Support for Your Learning 7 6.1 Specific Support Materials for Module 8 7. Developing Good Academic Practice 10 8. Student Charter 12 9. Complaints and Appeals 12 10. Module Feedback from Previous Students 13 General General guidance and information on the university experience for all students can be found in the Student Handbook, which is available online via http://www.bradford.ac.uk/study/new-students/. Overview of Module and Module Descriptor This document outlines key information concerning the UG International Marketing in 20012/13. Contents of the document are subject to minor changes. Updated information will be posted on Blackboard as required. Please make sure that you regularly log onto Blackboard. The increasing opportunities and threats placed by the growth in international business makes the skills of the international marketer critical for business survival. This is true no matter what the business sector or type or size of firm. Even firms not directly involved with active international marketing are likely to be influenced by factors in the international marketing environment, if only in the form of increased international competition. This module examines core issues in international marketing, with every...
Words: 4353 - Pages: 18
...Strength 16 4.2 Weakness 16 4.3 Opportunity 17 4.4 Threat 17 5. Conclusion 19 6. Recommendation 21 7. References 22 8. Appendix 24 List of Figures Figure 2.1 Proctor & Gamble Mental Map 4 Figure 2.2 Organization Chart 6 Figure 2.3 Shopper Marketing Taxonomy 7 Figure 2.4 Value Proposition 9 Figure 3.1 Projected GDP % Growth and Inflation by Country 11 Figure 3.2 The advertising spending on Media 2013 12 Figure 3.3 Contribution to global growth in ad spend by medium 2013-2016 (US$m) 13 Figure 3.4 % of global smartphone users who have used the app in the past month (Q2 2013) 13 Figure 3.5 New Policy of Google Advertising (1) 15 Figure 3.6 New Policy of Google Advertising (2) 15 Figure 4.1 2012 Planning on Spending Advertising within the Social Media Space (%) 18 Figure 4.2 Advertising Spending on Facebook (Top 3 Brands) 19 1. Background Procter & Gamble is our target company in this project. We will start with the background, and then examine both the micro and macro environment. The conclusion and recommendation will be generated from the internal and external analysis. Some theories and marketing concept might be applied, through this project, we hope that better understanding of Procter & Gamble and theory application would be achieved. Since 1873, Procter & Gamble has built a rich heritage of touching consumers’ lives with brands that make life a better everyday. It is an American...
Words: 5088 - Pages: 21
...have to change. While local demand and price elasticity decisions should play an important role in Brazil, pricing should not be left solely to the discretion of the local managers. Since this is a global business, your firm will likely be competing in Brazil with some of the same competitors as elsewhere. 2) I do agree with this statement, more global consumer markets are likely emerge, but in the other hand there will continue to be national distinctions for many products. 3) In my opinion the firm should sell to either wholesalers or import agents, because the retail system in India is very fragmented and it would be very expensive for the firm to make contact with each individual retailer and therefore this would be less expensive. 4) This statement is not correct, when a firm is pricing lower in a foreign country than it is in its domestic market, it can be difficult to distinguish dumping from price discrimination unless it is clear that the firm is selling at below cost in the foreign market. 5) This is a lack of cooperation between the various groups, which results in decreased revenue, unsatisfied customers, and low quality products. The firm needs to establish cross-functional coordination and integration between the three cores functions, R&D, marketing, and production, involve in the development of new products so that the product development projects are driven by customer needs, new products are designed for ease of manufacture, development costs...
Words: 544 - Pages: 3
...International Marketing Course Title Course Provider Dr Didier Soopramanien Teaching Language English Level of Students Undergraduates- Course Duration 16weeks x 2.5 hours Credits 3 Category Objective & Overview of the Course This course explores the challenges that organizations face internally (within their own organizations) and externally (outside of their control) as they consider the market space outside of their home or more familiar market. A core concept of this course concerns helping organizations deal with the unfamiliarity of new markets. For many organizations, production takes place in one location but design and management/business decisions (such as how much to produce where to sell first or whether to add new features to an existing product) are taken in another location. Apple’s business model illustrates this. Apple is an American company but its products are currently not produced in the USA but are sold in many International markets. For some other companies they have no choice but to “produce and deliver” in the home market. This is the case of hotels such as Hilton hotels. They have to deliver what consumers expect from that brand but, of course, there are some local factors that can influence (positively or negatively) the delivery of the expected service. More interestingly, for us studying this topic in China, we have to consider how Chinese companies are entering international markets...
Words: 793 - Pages: 4
...Marchea Ingram Global Marketing Assignment # 2 Aug. 31,2015 Chapter 2 Define totalitarianism and describe the four major types of totalitarianism. Totalitarianism is known as dictatorship. A political system in which one person or party exercise full political control over the population. There are four kinds of totalitarianism. ● Common totalitarianism which is a communist party. ● Right wing totalitarianism is depicted by its intense hatred communism. ● Theocratic totalitarianism is the monopolization of political powers in the hands of one religious party or group. ● Tribal totalitarianism indicates to one tribe or ethnic group (which may or may not be the majority of the population) monopolizing political power and oppressing other tribes or ethnic groups. Describe the difference between democracy and totalitarianism. Democracy is a political system in which citizens can decide representation to rule the country. Having the freedom to express yourself is a sense of democracy.Totalitarianism is when a person or group exercise total political control , it can be considered communist, right wing, theocratic or tribal. Totalitarianism has a higher degree of political risk than democracies do. Describe the differences among the three economic systems. ● Pure market economy is identified by laisse fair and complete control by market forces. ● Pure common economy is identified by government ownership, and control means of ...
Words: 505 - Pages: 3
.... Identify the controllable and uncontrollable elements that Starbucks has encountered in entering global markets. Answer: The controllable factors that I believe Starbucks has encountered entering the global market are similar to the controllable factors they have encountered in their domestic market. The controllable factors are product, price, place, and promotion. Starbucks has millions of consumers around the globe and is able to adjust to fit the different tastes and expectations of different cultures based on their products, prices, places Starbucks is available and how Starbucks markets themselves. The marketing research group of Starbucks also can evaluate to make sure the products they are providing to different countries and cultures is the right fit for them. When it comes to the uncontrollable elements that Starbucks has encountered entering the global markets, I can think of three factors. The first major factor for Starbucks is the prices of coffee in the world commodity markets. The price of coffee may be affected for example by a drought, just like corn if there is a drought the price of corn goes up. A factor that Starbucks also can’t control is the customers’ income. When the economy is doing bad then people spend less which means people would possibly buy less Starbucks then. The last factor that Starbucks has no control over is the variation in world currency rates. For example, based on (finance.yahoo.com) 1 US dollar is equal to 0.75 Euro right now. ...
Words: 322 - Pages: 2
...Srinivasan, R. (2008), The American Marketing Association defines International Marketing as the multinational process of planning and executing concepts to create exchanges that satisfy organizational and individual needs. It involves organizations operating on a global scale, serving clients in different countries with a variety of products customized to meet their needs in regards to their culture and preferences. BurgerLite Inc. is fast food Company designed to serve customers that are looking for healthy food options. It offers a healthy solution that match people’s busy days and their awareness of the benefits of eating healthy. Going international is a big challenge because the Company doesn’t only have profit goals, BurgetLite’s culture and philosophy is to operate its business while improving and providing wellness and healthiness to society. A number of factors were taken into consideration when selecting the most convenient market, selecting Japan as the country that fit best the company’s philosophy and goals. This paper seeks to outline the preliminary criteria that were used to eliminate countries, the indicators used to evaluate the investment environment of the country as well as the decision and motivation towards the choice that was made. This report gathers an analysis of economic and social factors that we believe suit BurgetLite Inc. into the Japanese market. Moreover, important information about the actual marketing plan, guidelines and strategies are...
Words: 1149 - Pages: 5
...Global marketing – strategic principles Strategic principles are the essence of marketing, becouse it is responsible for successfully relating the strenghts of an organization to its enviroment. The way you can gain insight competitors is trough industry analysis. We can define industry as a group of firms that produce products that are close substitutes for each other. Michael E. Porter developed a five forces model that explains competition in an industry: - The threat of new entrants - The threat of substitute products or services - The bargaining power of buyers - The bargaining power of suppliers - The competitive rivalry among current members of the industry Threat of new entrants New entrants to an industry bring new capacity, desire to get position and market share, also sometimes new approaches to serving customer needs. Porter describes eight major sources of barriers to entry, the presence or abcsence of which determines the extent of threat of new industry entrants. Product differentiation can be achived as a result of unique product attributes or effective marketing communications, the third entery barrier relates to capital requirements, a fourth would be switching costs which is caused by the need to change suppliers and products. Now we come to the fifth barrier to entry that is refered to distribution channels, sixth apears as government policy. Some established firms may come acros enjoying costs advantages...
Words: 892 - Pages: 4
...Global Marketing Level 6 44-6979-00L-A Module handbook 2014 to 2015 Module leader: Giovanna Battiston g.battiston@shu.ac.uk Stoddart 7241 0114 225 5260 Contents 1. | Welcome to global marketing | Page 3 | 2. | Code of conduct | Page 4 | 3. | About your module | Page 5 | 4. | Teaching and learning strategy | Page 6 | 5. | Resources for reading and research | Page 7 | 6. | Assessment | Page 8 | 7. | Lecture and seminar programme | Page 11 | 8. | Module prize | Page 37 | 9. | The SHU Marketing Student Society | Page 38 | 10. | Appendices:Task one assessment criteriaTask two assessment criteria | Page 39Page 41 | Welcome to global marketing Contact details Module leader: Giovanna Battiston g.battiston@shu.ac.uk Stoddart 7241 0114 225 5260 Your seminar tutor: Learning time: On the successful completion of this unit you will receive 20 credit points at level 6. As in all units you are expected to devote 150 hours learning time to this unit, some of which will comprise lectures and seminars. These will be important for introducing and discussing new materials and for you to gauge your level of understanding of the subject. You will need to spend several hours per week in private study getting to grips with the pre-seminar tasks and necessary post-lecture reading and the associated activities. It is expected that the remainder of the time will be spent on assessment related activities such as reading and...
Words: 7524 - Pages: 31
