MKT 3300 Lecture Notes - Lecture 1: Global Marketing, Design Thinking, Bajaj Auto
13 Dec 2014
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Document Summary
Analytical framework/integrated thinking process/ how /execution: mnc = multinational corporations. International marketing started from the developed world (12654$: mnc outbound expansion goal= profit, knowledge, identity, process, what makes them strong is the ability to synchronize, emnc = emergent multinational corporations outbounding expansion. Unique challenges of emnc"s: smaller size, weaker financial resources, negative associations (ex: country of origin, low quality, low trust, smaller, thinner global organization (les customer insight and less global leverage) Defender: ex: jahwa, bajaj auto, leverages local assets in multinationals weak market segments, lower pressure to globalize in industry, customized to home market. Contender: ex: ikkp, samsung, upgrade capabilities, scramble resources to match multinational, ally with local players, local monopoly multinational supplier, high pressure to globalize in industry, transferable abroad. Extender: ex: jollibee, televisa, expands into analogous markets, leverages competencies developed at home, lower pressure to globalize in industry, transferable abroad.
