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Global Marketing Case Study Ppt

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MARKETING MANAGEMENT Chapter 8 TAPPING INTO GLOBAL MARKET Case Study : Kellogg’s in India Group 2 : Arum Tridiastiti Azmi Nuraini Cornelius Oki
GLOBAL MARKET An exchange for goods or services that spans naTonal boundaries to encompass the enTre world or nearly the enTre world
5 MAJOR DECISIONS IN INTERNATIONAL MARKETING Deciding whether to go abroad
Deciding ether to go abroad
Deciding which markets to enter How many markets to enter EvaluaTng potenTal markets Succeeding in developing Markets
Marketng STraTegies for Developing MarkeTs  Conventonal wisdom says a “low price, low margin, high volume” business model is They To succesfully appealing To lower-income markeTs in developing markeTs.  DigiTal sTraTegies
Developing and Developed Markets  One strategy succesfully employed by some companies from emerging markets is to idenTfy neglected niches in larger markets.  Another strategy for going global is to acquire one or more Frm in developed markets.  Many Frms from developed markets are using lessons gleaned from developing markets to be±er compete in their home or exisTng markets.
Deciding How to Enter the Market  There are fve modes oF entry into Foreign market indirect exporTng Commitment, risk, control, and proft potential
Indirect and Direct Export Indirect ExporTng :  Domestc-based exporT merchanTs  Domestc-based exporT agenTs  Cooperatve organizatons  ExporT-managemenT companies
Cont’d… Indirect export have two advantage :  There is less investment .  There is less risk
Cont’d… Direct ExporTng :  Domestc-based exporT deparTmenT or division  Overseas sales branch or subsidiary  ±raveling exporT sales represenTatves  Foreign-based disTribuTors or agenTs
Licensing  The licensor issues a license to a foreign company to use a manufacturing process, trademark, patent, trade secret, or other item of value for a fee or royalty.  The licensor gains entry at li±le risk.  The licensee gains produc²on exper²se or a well-known product or brand name.
Joint Ventures  A joint venture may be necessary or desirable for economic or poliTcal reasons.
 

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