Global marketing strategies

Welcome to my Global marketing strategies. Theoretical models discussed in the previous section are used to decide which marketing strategy There are several types of strategies: depending on the term implies, competitive advantages, competitive position of the company and its competitors, the company's competitiveness and attractiveness of the market, the type of differentiation, the degree of segmentation market, market ingovogo elements of the complex, as market demand, etc. .. (Figure 39)

Some strategies were discussed in the previous sections on the line - Review of global marketing strategies, basic strategies, growth strategies, competitive and functional marketing strategies Co. marry the type of strategy indicates the direction of marketing activities, and the choice of a particular strategy is the result of a response to the Issues:

/ In what direction is firm (global strategy) will develop?

/ What are the competitive advantages based strategy (basic policy)?

/ What are the development trends should be selected (growth strategy)?

/ What strategy competition to select (competitive marketing strategy)?

/ What are the decisions regarding the marketing mix should be taken (functional marketing strategies)?

Gradually consider what alternatives there are to the disposal of company within the specified policies
Global Marketing Strategies

five global marketing strategies can be identified that define the basic decisions on the choice of the direction of development of the company:

o internationalization strategy involves the development of new markets;

Carlsbad for different groups of consumers;

o globalization strategy - standardization of products based on the definition of common characteristics of markets that do not depend on the particular country;

o cooperation strategy - mutually beneficial cooperation with other companies (creation of procurement, research, promotional societies, joint marks)

Each global strategy requires further specification Basic Strategy

The basic development strategies, for importers, there are three strategies:

o the strategy of price leadership;

o differentiation strategy;

o concentration strategy

Each of these strategies is based on the specific competitive advantages of the company The decision as to what competitive advantage will be the basis for the development of a strategy depends on the answer to the inquiry questions: What are the success factors in the market? ?

price leadership strategy involves achieving the lowest level of spending in the area of Lower costs allow you to set low prices This, in turn, helps to increase market share and, ultimately, profitability

Exactly how the firm can achieve price leadership? There are several ways:

/ Decrease in expenses due to the increase in production (economies of scale);

/ Refusal of expensive ancillary services (although this may result in the loss of customers);

/ Create cheap for production models (example: Company \ "Mason \" was first used chipboard tiles instead of wood);

/ Access (or monopoly) to low-cost raw materials;

/ Process

price leadership strategy is relevant to all areas of the business, although each area has its own particular implementation of the strategy to reduce costs, some Ukrainian publishing work n in two markets with preparation of a dummy carried out in Ukraine, where the editors of services, translators, web designers are cheaper and printing work is done in Russia, which greatly reduces the cost of knights.

differentiation strategy lies in the fact that the goods, which produces firm, must be different from competitors' products competitive advantage, which is based this strategy, - the difference dissimilarity with competitive Japanese company \ "Morinaga \" produces the cream, have different packing capacity different percentage of fat and with the addition of fruit juices, and thus satisfy the needs of different segments of consumers spozhivachіv.

This strategy is used and the Ukrainian dairy producers So, the range of yogurts "BILOSVGR with different flavors complemented yogurt with lactulose under the name \" Latonia \ "

When selecting the direction of differentiation can be used: / product differentiation; / Service differentiation; / HR differentiation; / Image-differentiation

Thus, the reliability as the basis for the differentiation of Volvo cars, the prestige associated with the car Mercedes-Benz example of the strategy of differentiation in the book market is the publication of literature on the subject to the computer, textbooks on economic disciplines toscho.

concentration strategy involves the specialization of the activities of the company on a narrow segment of customers and gains in this segment leadership in costs or differentiation Kiev coffeehouse \ "Cuff \", which offer dozens of gourmet coffee, fast food restaurant \ "Home cooking, \" architect services reconstruction of housing in prime areas of the city - all this are examples of strategies kontsentratsiirategії kontsentratsії.

It should be noted, based on the competitive advantages of each of these basic strategies should be considered as the basis for selection of marketing strategy The next step in the selection of the strategy involves determining the direction.

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