1. Global marketing
strategies.

2. Significance of global marketing.
Domestic markets are saturated
Recover the investments faster
Rapid technical growth.
Effect of globalization and reduction of
boundaries.

3. Selecting a potential market.
Regional Free Trade Zone.
 Ensure economic growth
 Increase trade relations
 Increase foreign capital inflows
 Create economic trade blocs.
 Integrate policies of member
countries.

4. Evaluation of Potential markets.
 Analyses markets on the basis
of macro environmental factors.
 Analyzing the market size,
product acceptability and
customer perceptions.
 Analyzing micro environmental
factors
 Ranking the potential markets
based on profit potential,
market share ,investments,
margins sales etc.

5. The impact of environmental forces
on global marketing.
Economic environment.
Political environment.
Social and cultural environment.
Legal and regulatory environment.
Technological environment.

6. Methods of entering a new market.
Direct exports
Indirect exports
Licensing
Joint ventures
Mergers
Strategic alliances

7. Direct exports
Companies sells their goods through
middle men located in foreign countries
More control over distribution channel
Open their own sales offices.
Textiles
Tirupur
Goa –wines
Auto parts

8. Indirect exports
Exporting through a domestic
intermediary
Brokers , export managers, agents
Minimum risk
Marble stones in Rajasthan

9. Licensing
Form of providing access to a patent
or trade mark to some other
company by charging a fee or royalty
Companies with strong brand names
Pharmaceutical industries

10. Joint ventures
Foreign company invites a local
company to become an equity
partner share risk
Have access to indepth knowledge of
the local market

11. Internationalization
Entry modes and timings.
Maturity stage – start exports
More exports – technology transfer
and new products
More new products –threat to
domestic companies
Govt –protectionism
Non tariff barriers

12. Stage of standardization –
contractual agreements or FDI
Early phase – contracts – license ,
Franchising
Later stages – FDI
Company specific know how – JV
Gain experience – terminate JV and
establish wholly owned subsidiary

13. Types of marketing organization
Export division- self sufficient export
division
International division-Separate
division for international business
Global organization-whole
organization handles international
business

14. Developing global marketing
strategies
Product strategies
Promotion strategies
Pricing strategies
Place strategies

15. Thank you