Describe the value chain according to porter
provide transparency
value-added activities
strenghts + weaknesses
Describe the strategy types in international competition
Global strategy
Transnational strategy
national export strategy
multi national strategy
How does a national export-based strategy work?
Ethnocentric
centralized
everything from one nation
economies of scope
fast and easy
limited financial resources
no local responsiveness
strong reliance on intermediaries
How does the multinational/home replication strategy work?
polycentric
decentralized
local responsiveness
good adaptability to local markets
redundacies
replicate value chain in every country
consumer goods P&G, Johnson&Johnshon, Nestlé
How does the global strategy work?
geocentric
optimize everything across the world
efficiency
Economies of scale
relations between nations
cost efficient
cross-national learning
intense coordination effort
How does the transnational strategy work?
compromise
scale, scope and responsiveness
would you internationally centralize production and why?
pro
con
Production
concentrate demand to maximize bargaining power
small-volume input factors
local might be faster
HR
standardise key rules
local laws and regulations
Finance
concentrate external financing requirements to maximize bargaining power
Strategy & Planning
Vision and overal corporate strategy can only be decided on a HQ
Plannung requiremnets top down element
strategy implementation requires local knowledge
Accounting and Reporting
Reporting needs to be aggregated to top level view
local laws and regulations (tax…)
Logistics
Concentrating warehouse - minimize stock
if distances grow decentral locations may be required
would you internationally centralize sales and why?
—
would you internationally centralize HR and why?
+
Explain the AAA-triangle and give examples for the 3 dimensions
Adaption
widely used strategy
adapt product to local needs
no beef in McDo India
Aggregation
achieving economies of scale or scope by standardising priducts
VW, Toyota, BASF
produce a lot of things in a few places
cost advantage
centralize - purchasing, production
reduce complexity
Arbitrage
reduce costs by using national advantage
Apple:
strong in marketing, brand building —> Based in homecountry
production - bad —> Asia
centralize what you are good in, decentralize rest
what are typical axes of country portfolio? How can those be measured?
BCG modell
market attractiveness
harder to influence
+competetive strength
easier to influence
Zuletzt geändertvor 2 Jahren
