文档介绍：International Strategic Marketing
Lecture Outline
Strategic context
Positioning
Customer Convergence
Global segmentation
Marketing mix
The Strategic role of marketing
Should marketing follow strategic orientation of the corporation .
Global standardisation or Multi domestic localisation? OR
Is marketing key in determining strategy . market led strategy?
Marketing is major source petitive advantage.
Strategic context Lasserre ch 2
Global Ambition – long term objectives
Global POSITIONING – choice of customer segments and value proposition. Aim for a good 'fit'
Global Business Systems – investment in customer relationship activities
anisation – structure, systems and culture
Positioning
Aim for good 'fit' between.......
pany's Value Proposition [value attributes being offered . design, functionality, quality, price]
and......
Customer's Value Curve, describing their needs
Strategies depend on different value attributes eg. Differentiated, Cost leadership. Ref. Porter
Customer needs and value curves.
Are customer needs converging or diverging?
Converging.... standardised marketing, global segments.
Diverging... differentiated marketing, local segments.
Customer convergence
‘Everywhere everything gets more and more like everything else as the world’s preference structure is relentlessly homogenized.’ Levitt 1983.
‘Whatever their nationality, consumers in the Triad….. all want the best products available at the lowest prices ,in a sense,wants to live – and shop – in California.’ Ohmae 1989.
Common value curve emerging ?
Continuing customer divergence
Cultural
Economic
Legal
Environmental
Technical
Resistance to ‘americanisation’
Tribalism
Wealth requiring distinctiveness
Global product standardisation types Lasserre
GLOBAL STANDARDISATION
Aircraft
Chemicals
Pulp and Paper
Consumer Electronics
MODULAR STANDARDISATION
Automobiles
IT systems
PROCESS STANDARDISATION
Cement
Fast Food
Hotels
Global segments
LOCAL ADAPTATION