Slide 0Slide 1Slide 2Slide 3Benefits of Marketing GloballyInternational Planning ProcessSlide 7Slide 7Slide 8Slide 9Slide 10Schematic Marketing Organization Plan Combining Product, Geographic, and Functional ApproachesGlobal Marketing ManagementPlanning and OrganizationChapter114Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Global Segmentation Variables11-2Others May Be More ImportantCountry• Climate• Language Group• Media Habits• Age• Income4Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. 11-3Nestle’s Way To Dominate Its Global Markets Think and plan long term Decentralize Stick to what you know Adapt to local tastes4Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Benefits of Marketing GloballyEconomies of Scale in Production & MarketingEconomies of Scale in Production & MarketingTransfer of Experience and Know-How across CountriesTransfer of Experience and Know-How across CountriesUniform Global ImageUniform Global ImageControl and Coordination of OperationsControl and Coordination of OperationsIrwin/McGraw-Hill11-44Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Information derived from each phase, market research, and evaluation of program performanceInternational Planning ProcessPhase 1Preliminary analysis and screening: Matching company/country needsPhase 2Adapting the marketing mix to target marketsPhase 3Developing the marketing planPhase 4Implemen-tation and controlEnvironmental uncontrol-lables, company character, and screening criteriaMatching mix requirementsMarketing plandevelopmentImplementation, evaluation, and controlIrwin/McGraw-Hill11-54Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. International Planning ProcessCompany Character Philosophy Objectives Resources Management style Organization Financial limitations Management and marketing skills ProductsOtherPhase 1 Preliminary Analysis and Screening: Matching Company/Country NeedsIrwin/McGraw-Hill11-6Host Country(s) Constraints Economic  Political/legal Competitive Level of technology Culture Structures of distribution Geography CompetitionHome Country Constraints Political Legal  Economic Other4Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. 11-7International Planning ProcessPhase 2 Adapting The Marketing Mix To Target MarketsProduct Adaptation Brand name Features Packaging Service Warranty Style StandardPrice Credit DiscountsPromotion Advertising Personal selling Media Message Sales promotionDistribution Logistics Channels4Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. 11-8Phase 3 Developing the Marketing PlanInternational Planning Process Situation analysis Objectives and goals Strategy and tactics Budgets Action programs4Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Phase 4 Implementation and Control Objectives Standards Assign responsibility Measure performance Correct for errorInternational Planning Process11-94Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Alternative Market Entry Strategies• Exporting• Internet• Contractual Agreements• Licensing• Franchising• Joint Ventures• Consortia• Direct Foreign Investment• Strategic International AlliancesIrwin/McGraw-Hill11-104Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Schematic Marketing Organization Plan Combining Product, Geographic, and Functional ApproachesCompany PresidentDirector:Passenger carmarketingDirector:TruckmarketingResearchAdv. Sales Adv. Sales Adv. Sales Adv. Sales Adv. Sales Adv. SalesVice President MarketingResearchManagerN. AmericandistributionManagerAfricandistributionManagerEuropeandistributionManagerAfricandistributionManagerS.AmericandistributionManagerN.