Case Studies 1

SUPPLY CHAIN MANAGEMENT WEEK 3-LECTURE 2

CHAPTER 6

DR. ISMAIL CIVELEK

CREATING GLOBAL MARKETING

• Global marketing is not about standardizing the marketing process.

• Striving for the appropriate balance of global uniformity and local adaptation in all elements of the marketing mix, but with a probable bias in favor of uniformity and local adaptation unless a good case can be made for local exceptions.

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CREATING GLOBAL MARKETING

• Every element of the marketing mix (product design, product and brand positioning, brand name, packaging, pricing, advertising strategy, advertising execution, promotion, and distribution) is a candidate for globalization.

• Global marketing can also vary in its geographic coverage.

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BENEFITS OF GLOBAL MARKETING

• In global marketing, cost reduction arises from savings in both workforce and materials.

• Materials costs are saved in producing global advertisements and commercials and producing promotional materials and packaging print.

• Cost savings can also translate into improved program effectiveness by allowing more money and resources to be put into a smaller number of programs.

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DRAWBACKS OF GLOBAL MARKETING

• Global marketing goes against the conventional wisdom of adapting to local markets.

• Global marketing is not about forcing a domestic program onto the international subsidiaries.

• A global marketing program should be designed from the start with the needs of major target companies in mind.

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WHEN TO USE GLOBAL MARKETING

• Industry globalization potential affects when to use global marketing.

• The more common customer needs are across countries, the more opportunity there is for marketing to customers in the same way around the world.

• The presence of global customers requires a globally coordinated marketing effort.

• When marketing is globally transferable, it allows the use of the same marketing approaches and content around the world.

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HOW TO USE GLOBAL MARKETING

• Positioning is the act of designing the company’s product and marketing mix to fit a given place in the customer’s mind, usually with regard to competitive offerings.

• A common global positioning can both strengthen the effectiveness of marketing programs (by providing a tried and tested positioning strategy) and increase competitive leverage (by putting all resources to support the positioning).

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COLLECTING GLOBAL MARKET INFORMATION

• Collecting marketing information (such as market share of competitors, products and sizes offered, brand names, and prices) from most of the countries in which business participates and might participate is essential for the ability to create global marketing programs.

• This information should be strategically oriented and collected periodically.

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