The document discusses different global marketing strategies and the standardization versus localization of the marketing mix elements of product, price, promotion, and place. It describes four main strategies: 1) an ideal global strategy of marketing a standard product using uniform programs worldwide; 2) an ideal national strategy of locally adapting the marketing mix in each national market; 3) a hybrid I strategy of standardized products but adapted other elements; and 4) a hybrid II strategy of standardizing one key element like retail format but adapting other elements like product offerings locally. The document emphasizes considering local tastes and regulations for different elements.
2. Global Marketing Mix Strategy
How far should each aspect of the marketing mix
• Price
• Products
• Promotion
• Place
be standardised or varied locally?
8. • Most important element of the mix
• Must consider:
– product range
– new product development
– rate of acceptance
– product standardization or variation
– packaging, branding, after sales service
Product
9. Global price or local variations?
Global pricing
Advantage:
Simple, fair, removes possibility of grey markets.
Disadvantage:
Not responsive to local demand and market conditions
Local pricing
Advantage:
Market responsive, maximises revenues
Disadvantage:
Grey markets
Price
10. All forms of marketing communication that seek to
influence buying behaviour
Standardisation of promotion has advantages –
Economies of scale, uniform brand and image, spread of good ideas,
universal standards, use of global media
Disadvantages –
Cultural, linguistic, legal differences, high costs of co-ordination, ‘not
invented here’ syndrome
Promotions I
11. Factors determining extent of standardised promotion:
– corporate strategy - is it global?
– uniformity of the product
– how global is the brand?
– legal factors
– cultural factors
– socio-economic conditions
– uniformity of competitive situation
Promotions II