11. Leveraging expertise…. Company Strategy, Structure, and Rivalry Demand Conditions Related and Supporting Industries Factor Conditions Government Source: Michael Porter, The Competitive Advantage of Nations Chance
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13. Effective Global Manager Knowledge Skills Set Attitude Interlinkages - Personnel One’s own culture Social Norms Commn. styles Background Information Business Practices Adaptability Building Relations Commun. Analysis of Information Teamwork Listening Leadership Emotional Intelligence Personal Motivation Humility Cultural Sensitivity Risk Taker
29. Promotions Cultural Lens – Difference in International and National promotions Investing in the Enablers of Growth Product Price/ Cost Place Promotion Processes People/ Climate “ Sales over night” “ Brand over time” ... Keeping the engine running ... Tactical ... Share of the market ... While changing the fan belt ... Putting the pitch before the product (Strategic) ... Share of mind ... Making the latent blatant Positioning
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31. Retailing Market Entry Strategy Framework D Organic A Chain Acquisition C Franchise D Joint Venture Culturally Close Culturally Distant Difficult to Enter Easy to Enter
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37. The RRR concept….a Continuous Process Assess products and foreign markets: choose products and target markets Setting objectives and goals Choosing the entry mode: export, contractual agreements, licensing, joint ventures, strategic partnership or investment Designing the marketing plan: product price, promotion, place and probe 1 2 3 4 Target market Control system: monitor operations, revise or fine tune entry strategy, and penetrate the market Entry operations
