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Global Marketing Strategies

Global Marketing Strategies
Key Strategies of Global Marketing Globalization means many things to many people. For some it is a new paradigm – a set of fresh beliefs, working methods and economic, political and socio-cultural realities in which the previous assumptions are no longer valid. For developing countries, it means integration with the world economy. It can be better understood if we look it at this perspective- “the world integrated into one huge market”. It calls for the removal of all trade barriers among countries and a perfect competitive market prevails and the stress can lead to many positive and possible outcomes in terms of Quality Quantity Uniqueness Foreign exchange Benefits to the host country Increased productivity leading to Economic growth Well, it does not end there. An MNC (multi national company), by operating in more than one country gains r and d, production, marketing and financial advantages in terms ofcost and labor that other competitors may not enjoy. The global company views the world as one market, minimize the importance of national boundaries, sources, and raise capital and markets wherever it can do the job best. Why do companies go global? One reason could be the rapid shrinking of time and distance across the globe thanks to faster communication, speedier transportation, growing financial flows and rapid technological changes. It is being realized that the domestic markets are no longer adequate and rich. Japanese have flooded the U. S. Market with automobiles and electronic goods because the home market was not big enough to absorb whatever was produced. Companies at the first stage of globalization have only passive dealings with foreign individuals and organizations. By the second stage, companies deal directly with their overseas counterparts, though they might continue to use third parties also. The company might decide to set up an import or export department. Next comes the shedding of domestic capacity and floating an international organization and have a direct hand in exporting, importing, and perhaps producing goods and services abroad. Seldom companies reach this stage, even if they do, they recede later. The company can have a strong foothold in the countries it is organizing its activity only by way of * Superior product quality * Demand * Customer preference for that particular product range that the company offer * A dynamic CEO projecting and boosting company’s image, * Brand image * Availability of skilled labor * Licenses * Access to necessary infrastructure * Feasible financial structure * Viability in the long run * Marketing mix Chennai in India has become a hub for so many corporate as well as global companies since the business climate is very favorable and enterprising. Some of the strategies in globalization would be * Deciding whether to go global * Deciding which markets to enter * Deciding how to enter the market * Learning to handle differences * Adjusting the managing process * Deciding organization structure * Selecting a managerial approach. Developing countries like India have adopted new economic policies that are expected to encourage the international companies setting their foot in India, by which it compels many Indian companies to pursue internationalization vigorously. True globalization marks the beginning of a new economic era of growth and...
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Globalization

Globalization
GLOBALIZATION AND INTERNATIONAL MANAGEMENT Management as a concept has transcended all geographical boundaries and cultures to gain significance. International management has extended itself beyond traditional management practices reflecting different perspectives influenced by cultural diversity and conflicting social forces. The issue of cultural diversity is used to argue that it is divergence that is taking place and not convergence. The emphasis is on the national culture that acts as a key determinant in management behavior. National and regional differences may become one of the most crucial problems for management-in particular for the management of multinational, multicultural organizations, whether public or private. International Managers: Organizations are on the look out for international managers who could transcend themselves nationally to fit into any location for a specific job consideration. Managers are expected to live abroad and run the overseas division or company They are also sent to complete temporary assignments of limited duration, like plant installation and sales missions Companies aim at developing an international manager who can overcome a limited set of national and cultural boundaries, such as euro-manager, middle eats manager. Expatriates: Companies prefer to have their managers as expatriates, owing to the lack of availability of skills in the host country, to prevent dilution of control, to safeguard the overseas investment and to increase performance. But organizations also have to give a second thought about the cost involved in transferring the expatriates, recruitment and issues regarding legal restrictions. International managers have to possess the following skills to compete in the global environment. Technical expertise and experience Sound financial skills People skills, especially cultural empathy, team-building and motivation Intellectual skills, seeing the big picture, thinking macro not micro Emotional maturity, being adaptable,independent,sensitive to national culture,confident,having self awareness to overcome prejudice Having ambition, drive, persistence, stamina and energy. Focus of Global Organizations: Global organizations employ several techniques to develop international managers. They focus on in-house language, culture courses and tailored development programmes for host country managers, imparting education courses with an international base. International firms are also concerned about the power, politics, conflicting priorities, view points existing in the international scenario and they have to confront with coalition of vested interests. To cope, and more importantly to survive, in an organization, there is a growing view that managers have to become politically competent. De-Centralization: Decentralization is the key factor that is going to decide the developing trend of organizations in the years to come. A smaller, but more highly skilled, group of managers will assume an “expanded role” in clearly defined strategic business units. They will be given greater control over resources, technical, financial and human, and be expected to utilize those resources to achieve broad objectives and performance targets. A trend may develop where there is a shift by individuals away from the objective of managing a team of people towards a search for autonomy, creativity, growth and accountability for oneself, if the organizations fail to suitably reward the managers and present them with suitable career...
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