Leading, Organizing, and Controlling The Global Marketing Effort

Leading, Organizing, and
Controlling the
Global Marketing Effort
2005 Prentice Hall
16-1
Leadership
The leaders task is to articulate
Beliefs
Values
Policies
Intended geographical scope of activities
2005 Prentice Hall
16-2
Leadership and Core Competence

Executives were judged on their ability to
identify, nurture, and exploit the
organizations core competencies in the
1990s
Core competencies must
Provide potential access to a wide variety of
markets
Make a significant contribution to the perceived
customer benefits
Be difficult to imitate
2005 Prentice Hall
16-3
Organization
The goal is to find a structure that:
Enables the company to respond to relevant
market environment differences
Ensures the diffusion of corporate knowledge
and experience throughout the entire system
Organizations must balance:

The value of centralized knowledge and control
The need for individualized response to local
markets
2005 Prentice Hall
16-4
Organization
In global marketing there is not a single best
structure
Leading-edge global competitors share one key
organizational design characteristic:
Structure is flat and simple
In the 21st century corporations will have to find

new, more creative ways to organize
Must be flexible, efficient, and responsive to meet the
demands of globalizing markets
2005 Prentice Hall
16-5
Patterns of International
Organizational Development
Organizations vary in:
Size
Potential of targeted global markets
Local management competence
Conflicting pressures may arise

For product and technical knowledge
Functional area expertise
Area and country knowledge
2005 Prentice Hall
16-6
International Division Structure
2005 Prentice Hall
16-7
International Division Structure

Four factors that lead to this structure
Top managements commitment to global operations
has increased enough to justify the position
Complexity of international operations requires a single
organizational unity
The firm has recognized the need for internal specialists
to deal with the demands of global operations
Management recognizes the importance of proactively
scanning the global horizon for opportunities and
threats
2005 Prentice Hall
16-8
Regional Management Centers
2005 Prentice Hall
16-9
Geographical and Product Division

Structures
2005 Prentice Hall
16-10
The Matrix Design

Product or business, function, area, and
customer know-how are simultaneously
focused on the organizations worldwide
marketing objectives
Management must achieve organizational
balance that brings together different
perspectives and skills to accomplish
organizational objectives
2005 Prentice Hall
16-11
The Matrix Design

Geographic knowledge understanding of
economic, social, political, and
governmental market and competitive
dimensions
Product knowledge and know-how
Product managers that have a worldwide
responsibility can achieve new levels of
product competency
2005 Prentice Hall
16-12
The Matrix Design

Functional competence corporate staff with
worldwide responsibility contributes toward the
development of functional competence on a global
basis
Knowledge of customer or industry and its needs
staff with responsibility for serving industries on a
global basis assist organizations in their efforts to
penetrate specific customer markets
2005 Prentice Hall
16-13
The Matrix Design
2005 Prentice Hall
16-14
Lean Production: Organizing the

Japanese Way
Compares craft production, mass production, and
lean production
Craft production meant one worker created one product
Mass production gained advantages because one
worker could do far more specialized work do to the
moving assembly line
Lean production uses less factory space, smaller
inventories, and quality control methods, increased
efficiency by 50% over typical mass production
2005 Prentice Hall
16-15
Global Management Control

Control is defined as the process by which
managers ensure that resources are used
effectively and efficiently in the accomplishment
of organizational objectives
Planning process can be divided into two phases
Strategic planning is selection of product and market
opportunities
Operational planning is the process in which strategic
product or market objectives are translated into specific
projects and programs
2005 Prentice Hall
16-16
Global Management Control
2005 Prentice Hall
16-17
Formal Control Methods

Planning
Determines desired
sales and profit
objectives and
projected marketing
program expenditures
in unit and money
terms
2005 Prentice Hall
Budgeting
Expresses the
objectives and
expenditures of
planning in a formal
document
16-18
Influences on Marketing Budgets

Market Potential how large is the potential
market
Competition what is the level of
competition in the market
Impact of Substitute Products are there
substitute products available in the market
Process how are performance objectives
determined
2005 Prentice Hall
16-19
The Global Marketing Audit

A comprehensive, systematic examination of the
marketing environment and company objectives,
strategies, programs, policies, and activities
Tool for evaluating and improving company or
business unit operations
Characteristics:
Formal and systematic
Conducted periodically
2005 Prentice Hall
16-20
The Global Marketing Audit

Internal
Conducted in-house
Provides critical
understanding of firm
and industry, but may
lack objectivity
2005 Prentice Hall
Independent
Conducted by person
or firm free of
influence from
organization being
audited
Provides objectivity
but may lack industry
expertise
16-21
Setting Objectives and Scope of the

Audit
One of the major tasks is data collection, a
detailed plan is needed for
Interviews
Secondary research
Review of internal documents
2005 Prentice Hall
16-22
Conducting the Audit

Meet with company executives and auditor
to determine objectives, coverage, depth,
data sources, report format, and time period
Gather data
Prepare and present the report
2005 Prentice Hall
16-23
Components of a Marketing Audit

The marketing environment audit
The marketing strategy audit
The marketing organization audit
The marketing system audit
The marketing productivity audit
The marketing function audit
2005 Prentice Hall
16-24
Conclusion
Get directly into a job outside your home
country or into a multicountry headquarters
job in a global company
Get company experience in an industry that
prepares you for promotion to a job with
multicountry responsibility or to an
assignment outside your home country
2005 Prentice Hall
16-25
THANK YOU!
2005 Prentice Hall
16-26

Leading, Organizing, and Controlling The Global Marketing Effort

Uploaded by

Copyright:

Available Formats

Leading, Organizing, and Controlling The Global Marketing Effort

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Leading, Organizing, and Controlling The Global Marketing Effort

Uploaded by

Copyright:

Available Formats

Leading, Organizing, and

2005 Prentice Hall

2005 Prentice Hall

Leadership and Core Competence

Organizations must balance:

In the 21st century corporations will have to find

2005 Prentice Hall

Conflicting pressures may arise

2005 Prentice Hall

International Division Structure

2005 Prentice Hall

International Division Structure

2005 Prentice Hall

Regional Management Centers

2005 Prentice Hall

Geographical and Product Division

2005 Prentice Hall

The Matrix Design

The Matrix Design

The Matrix Design

2005 Prentice Hall

The Matrix Design

2005 Prentice Hall

Lean Production: Organizing the

2005 Prentice Hall

Global Management Control

2005 Prentice Hall

Global Management Control

2005 Prentice Hall

Formal Control Methods

2005 Prentice Hall

Influences on Marketing Budgets

The Global Marketing Audit

2005 Prentice Hall

The Global Marketing Audit

2005 Prentice Hall

Setting Objectives and Scope of the

2005 Prentice Hall

Conducting the Audit

2005 Prentice Hall

Components of a Marketing Audit

2005 Prentice Hall

2005 Prentice Hall

2005 Prentice Hall

You might also like