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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beliefs, working methods and economic, political and socio-cultural realities in which the previous assumptions are no longer valid.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 QualityQuantityUniquenessForeign exchangeBenefits to the host countryIncreased productivity leading toEconomic 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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International Trade and Finance

International Trade and Finance
What is Trade? Trade is the exchange of commodity and services. International trade represents business transactions taking place at the global level, and it is fundamentally different from domestic trade. Trade at international level demands huge investments, network of franchisees and proficient people to run the show. Many corporate giants are trying to capture Asian markets, especially Indian market, which has become the industrial hub for such economic activities. Economic liberalization has been the focus of many developing countries for the past two decades and this has allowed multinational companies with huge investment potential to enrich the weaker economies. What is International Trade? International trade tries to generate more foreign exchange, which is always good for the economy. Say, if a country has rich resources of petroleum, naturally it will try to sell the surplus to countries not endowed with such natural resources. That is why Middle East nations are prosperous and economically independent. The diversity in productive possibilities in different countries is due to the presence of limited natural resources. When a country gets a head start in a particular product, it can become the high volume, low cost producer. The economies of scale give it a significant advantage over other countries, which find it cheaper to buy from the leading producers than to manufacture the product themselves. Barriers for Effective Trade Every nation must try to specialize in the production and export of those commodities, which are available in plenty and must import such products in the production of which they have a resource deficiency. It should be remembered that there are severe man made barriers in international trade such as, export duties, quotas, exchange restrictions etc.,that hinder the free movement of products. International Trade and Finance Nevertheless, it is not also possible for a country to produce domestically every kind of product. In spite of all these restraining factors, global trade is thriving, thanks to the advanced technological aspects introduced in communication and faster means of transportation. Distance is no more a constraint and the world has become one small global village. Foreign Exchange Issues All domestic transactions, say in a country like India take place in rupees, which is the legal tender in the country. However, in its trade with other countries like USA, Germany, Japan, France and Britain, the payments have to be made in terms of dollars, marks, yens, francs and pound sterling respectively. The mechanism through which payments are effected between two countries having different currency systems is called foreign exchange. It may be also defined as the exchange of money or credit in one country for money or credit in another. Foreign exchange rates can affect relative prices and net exports. A rise in the a nation’s foreign exchange will depress that nation’s net exports and output, while a fall in the foreign exchange rate will increase net exports and output. Because of the significant impact of exchange rates on national economies, countries have entered into agreements on international monetary...
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Management Planning

Management Planning
The Management Planning Process We have heard of “Master Plans” being structured and engineered to give astounding results that is purely systematic in approach and masterly in execution. Planning facilitates to make use of the opportunities that are available in the environment to make it to the top. Opportunity Analysis is nothing but, an awareness of the factors in the external environment; understanding of the strength and weaknesses of the organization. This is the first step of planning where we have to scrutinize the market, competition, customers’ preferences, tastes, our strengths and weaknesses. Establishing Objectives is another criterion that ensures “Where we want to be, and what we want to accomplish and when”. What are Objectives? Objectives are set for the organization and each subordinate is also entrusted with them. Objectives lay emphasis on goal setting which normally emanates from the top, but it may also originate from the bottom. Management by objectives is a great concept that involves all the employees working for the organization to be a part of goal setting and decision making.  Planning Premises: Premises are “Assumptions” about the ‘environment.’ It involves identification of critical factors of the environment that affect the planning. Examples of critical factors are government policies, tax rates, business cycle development, economic indicators, economic forecasts etc. No body can precisely predict the environment factors precisely and make an accurate forecast. However one can fairly predict the critical factors required for the plan. Identifying Alternatives is very significant in a corporate business environment as every plan has got a set of alternative course of action. A reasonable number of alternatives can be developed for a plan. Evaluating Alternatives and Selecting the Best: A reasonable number of alternatives can be evaluated on the basis of the principle of limiting factor. The limiting factors may be costs, time, manpower and other resources. By applying techniques of operations research, every alternative can be evaluated. For e. g. alternative ‘A’ may benefit the organization in the short term but may be more expensive and alternative ‘B’ may benefit in the long run but may be less expensive. If one wants to earn immediate profits by spending more money he can choose alternative ‘A’. If the limiting factor is cost, he is forced to choose alternate plan ‘B’. Planning is not complete with selecting the best alternative; a set of derivative plans are developed to support the basic plan. For example an educational institution might like to own a fleet of buses, for which derivative plans for selection has to be made- training of drivers and maintenance staff are supportive plans for the main plan-procurement of buses. Developing budgets completes the planning course of action and budget is referred in financial terms and they are required to control the plans. Planning is the Prime Function: Planning is the prime function of all as it precedes all functions. 1. The objectives must be clear, verifiable and attainable. 2. Planning premises are vital to the success of planning as they supply information related to future like probable competitive behavior, general economic conditions, capital and material availability, government control etc. 3. All the critical factors are clearly and thoroughly analyzed and taken into consideration. One should be able to identify clearly the critical factors that limit the attainment of the goal. It could be costs, time, manpower or any other resources. 4. In a practical business situation, one should be clearer in identifying these factors, only then the selection of the best alternative is possible. 5. Any decision taken in a plan is valid for a particular period i.e., the plan may be short term or long-term, the commitment principle...
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Theory of Management

Theory of Management
Theory of Management History and Evolution To understand the concept of management, a recap of its history and its slow but steady evolution is absolutely necessary. After the advent of machines, thanks to the industrial revolution of the eighteenth century, management has become an entity by itself.   Pic Courtesy: Management Theories Since business activity is increasing by leaps and bounds globally, a more organized set up is called for, which has led to the development of different management concepts. Whether you consider management an art or a science, one definite thing is that, science and art complement each other and not mutually exclusive. Management gurus like Peter Drucker, Henry Fayol, Taylor and others have classified the essential features of management, for the benefit of the industry. Theory comes first followed by practice. Management knowledge certainly improves your style of working. How long do you think, luck, intuition or experience can be relied on, without a scientific knowledge of management. It is a thought to be pondered. Hypotheses Practical experimentation and analysis of theoretical hypotheses, yield better results and in course of time you tend to gain more scientific knowledge. Management is a process of planning, organizing, staffing, leading and controlling.   Picture Courtesy: Technofunc.com The management process is applicable to all kinds of organizations and firms, be it a private firm, a government institution, a hospital, a school, a college, an university and other financial, profit making or non profit making NGO’s. This clearly indicates that management is a process that involves individuals who work in groups to accomplish their objectives in an effective and efficient manner. Levels of Management Does management pertain only to the top level management? A big no! It applies to managers at all levels. It is a chain reaction and a successful management totally depends on the synergistic activities of the people belonging to that organization. So, care must be taken by the managers to create and design an internal environment that is conducive for the smooth operations of the firm thus increasing the productivity. This does not mean that the external environment can be overlooked. A manager has to respond to the periodic changes, be it social, technological, economic or political in the external environment also.   Management styles Management is a must for every organization and the style of management may vary according to the nature and size of business. Large organizations now-a-days prefer a “flat structure“, as it brings their employees closer and reduces the span of management, thus making communication faster. The more the number of levels, the more the conflict and improper communication. Although management pervades the entire organization, it is the duty of the top management cadre to initiate and maintain consistency in the process of management. All managers (by the term “manager “which is a much generalized term, we denote persons who hold authority to get things done; he may be a financial, administrative, human resource or a production executive) have a common aim, that is to create surplus. To increase productivity, create a suitable environment for the effective performance of their group and to solve crisis situations, they must be capable of seeing the “big picture”. Recent Developments A sea of changes has swept the theory of management area in recent times, owing to the development of different approaches. Management theory is criticized to have all the characteristics of a jungle as numerous management practitioners have recorded their findings in the management history. This led to severe confusion as to what management is, and how things should be organized; however, in modern corporate business world, the managerial activity is directed towards growth, thanks to the...
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Running a Restaurant

Running a Restaurant
A project can be made into a roaring success provided you have made your in-depth analysis and research to understand the nuances of the industry. Running a restaurant though looks cheesy from outside needs meticulous planning. Before plunging into the market it is better to have the data ready with you. How prepared you are to run the business is not the question; how well prepared are you to face the hurdles and challenges that come your way is all that matters. Only if you withstand the rough weather may you proceed to grow and then expand. Industry Insights Restaurant industry is one such area where many people try to set their foot daydreaming of immediate success. Unfortunately the scenario doesn’t warrant instant success. Any business that has a slow and steady growth makes it to the top. Have you ever thought about the wherewithal needed to run the show! The industry looks very appealing and promising from outside but reality matters. The industry’s main focus is on supply chain management where your primary and ultimate focus revolves round your customers, who are your main focal point. Info Courtesy: AycockMarketing Value Added Services Customer satisfaction should be your vision, mission, objective and goal. Of course you want to make profit. For what else in the world have you entered this business. But think about it, if you are not able to attract crowds, the effort is wasted. The qualityThe varietyThe appealThe presentationThe treatmentThe ambienceThe refreshment, that is being offered to the customers should make them feel special and worth the value of money they are shelling out to have an evening out with their family or friends. Rising costs make people think twice before they decide on their choice of restaurant. Be sure about the class of people whom you want to cater the needs. Go for the plan accordingly and design your restaurant. Is Your Design Appealing? The design includes a sober atmosphere where the visitors can relax, mild lighting that is soothing to the eyes, mellifluous music that creates a magical effect and the choice of drapes and furnishings that add grandeur. The core concept of food industry is “customer satisfaction“. A company’s greatest strength is the quality of its professional management. You have to manage your human resource personnel, the waiters, waitresses, the chefs, the managers, billing clerks in such a way that their one and only motive is to give quick service and great service the first time and every time. Managing Your Financials Managing your financials is an absolute necessity. The initial investment has to be taken care of since you do not know the period it takes to establish yourself in the industry. How, big chain of restaurants is run successfully all over the world? First four or five years are particularly important to prove your credibility both to yourself and others. They do their complete market research wherein the customers’ preferences are jotted down and taken into consideration. High performing and high potential managers are put into place to run the show without a hitch. Well trained waiters are a big plus. Big companies diversify to invest their profits in ever prosperous areas like food industry, where people are constantly looking for new arrivals and the “brand image” that the big companies establish cannot be matched by small time players. Great service is the key factor that makes these big time players unique. Locational Advantage Locational advantage is the most important criterion for a restaurant industry. Sufficient space must be provided for parking and the access to the location be made a pleasurable experience. Don’t go for guidance from your local competitors or friends,...
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