Global marketing environment and current scenario

2. Group members
 Adil
 Minhaz Akhtar
 Aftab
 Mukesh
 Mohd Afzal

3. GLOBAL MARKETING
 Global marketing involve the performance of activities
designed to plan, price, promote and direct to flow of
an organization’s offerings in more than one country
for a profit.

4. The global marketing environment consists of
four distinct elements.
 Globalization
 National business environments
 The international business environment
 International firm management.

6. The Decision to Global
 To Gain access to new buyers
 To spread business risk across a wider market base.
 To capitalize on an organization’s distinctive
competencies and capabilities.
 To achieve lower costs and enhance an organization’s
competitiveness.

7. Global marketing environment
 Global marketing environment can be broadly divided
in two.
 Internal environment
 External environment.
External environment consists of
microenvironment and macroenvironment.

8. Internal marketing environment
 value system of the founders
 The mission and objectives of the company
 The organisational structure
 The composition of the board of directors
 enjoys from lower levels and workers, shareholders
and Board of Directors.
 the characteristics of the human resources like skill,
quality, morale, commitment.

10. Micro environment

11. Macro Environment

12. Why Should Firms Engage in
Global Marketing?
 To Survive and Grow
 To Diversify Product and Market Portfolios and
Improve competitiveness.
 To Operate Within a Global Marketplace.

13. Entering and Competing in
Foreign Markets

14. Exporting
 Exporting involves producing offerings in one country
and selling them in an-other country.
 Exporting can be indirect or direct;
• Indirect exporting, a firm sells its domestically
produced goods in foreign country through an
intermediary.
• Direct exporting exists when a firm sells its
domestically produced goods in a foreign country
without intermediaries.

15. LICENSING
 With licensing; a company (licensor) offers the right to
a trademark, patent, trade secret etc. to another
(licensee) for a royalty or a fee.

16. JOINT VENTURE
 When a foreign company and local firm invest
together to create a local business, it’s called JOINT
VENTURE.
 For instance;
 Starbucks entered India in 2007 through a joint
venture with New Horizons, an India- based company.

17. DIRECT INVESTMENT
 The biggest commitment a company can make when
entering the global market is direct investment which
entails a domestic firm actually investing in and
owning a foreign subsidiary or division.
 For instance;
 Reebok entered Russia by creating a subsidiary known
as Reebok Russia.
 Advantages;
• Cost savings
• Better understanding of local market conditions

18. 21st century way of global
marketing
 Social Marketing
 Relationship Marketing
 Green Marketing

19. Social Marketing
 Social marketing is a umbrella term that define the
various activates that integrate technology , social
interaction and the construction of word and picture.
For social marketing we need to have creative idea
which attract other people to the product.

20. What is Relationship Marketing
 A long term Stagey to built relationship with
individual customers.
 Relationship Marketing is a philosophy of doing
business, a strategic orientation that focuses on
keeping and improving current customers rather than
on acquiring new customer.