Beruflich Dokumente
Kultur Dokumente
Global Firm
Deciding Whether to
Go International
Philips began to earn a profit in Japan only after it had reduced the
size of its coffeemakers to fit into smaller Japanese kitchens and
its shavers to fit smaller Japanese hands.
Joint Venturing
Exporting
Lesser
❧ Indirect export:
❧ The work through independent
intermediaries to export their products
● Occasional exporting: passive level of
involvement in which the company
export from times to times.
● Active exporting:when company
Don’t
Promotion
Adapt Communication
Promotion Dual
Adaptation Adaptation
Product Invention
Develop New Product
EXPORT COACHING, EXPORTMARKETING PLANS, MARKET DEVELOPEMNT PLANS,
STUDY,PREPARATION, EXECUTION, CONTROL,CONTINUOUS ASSISTANCE
❧Product
❧ Product Strategies for the Global Market
● Straight product expansion
• Marketing the product with no changes
● Product adaptation
• Altering the product to meet local conditions or
the wants of the foreign market
● Product invention
• Creating new products or services for foreign
markets
❧Promotion
● Communication adaptation
● Dual adaptation
❧ Global Promotion Strategies
● Standardized global communication
• Advertising themes are standardized from country to
country with slight modifications
● Communication adaptation
• Advertising messages are fully adapted to local markets
● Dual adaptation: company adopt both the product
and communication.
❧Price
• Companies have three choices
– Set a uniform price everywhere:
same price all over the world
– Set a market-based price in
each country : what country
can afford,
– Set a cost-based price in
each country: standard markup
on cost.
Whole-Channel Concept for
Distribution
Seller
Seller’s Headquarters