Explain the different options for global marketing strategies.
Globalisation (standardisation) meaning both the product and its marketing remain the same globally across markets
Localisation (differentiation) meaning product and marketing are adapted to the local market and culture
Glocalisation: mix of strategies, eg. Persil black and persil abaya which is the same product but with a different packagin and communication in the respective countries/regions
What are the advantages of standardisation and when should it be pursued?
Is most useful when there are similar market segments with similar needs across countries, when business customers have converging expectations
advantages are cost reduction, improved (easier) planning and control through centralisation, consistent image and builds a global brand
What are the advantages of adaptation and when should it be used?
Best to pursue when countries have distinct national preferences, there are laws and regulations in place, national infrastructure differs, living standards and economy is different
advantages are customer needs are met more accurately, there is unique appeal, greater succes in combating customer resistance
What determines the degree of standardisation?
the macro-environment (legislation, economy, political infrastructure, culture, education, language)
micro-environment (competition, organisational structure, marketing department (relationship with external agencies?) identity and image of the brand)
consumer (taste, habits, behaviour, experiences, homogeneous)
What should a brand look out for concerning cultural differences?
To develop coss cultural literacy
employ host country nationals
intercultural executives
use local advertising agency to gain insights and local sales force if you want personal selling
Recnociliation
What do international firms have to do?
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