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The Global Marketplace (Triggers (saturated domestic market, customer…
The Global Marketplace
Macro environment
Socio-cultural
technological
Trading systems
Economic
Almost STEEPLE
political and legal
Micro environment
Skills
product adaptation
Resource
competitive advantage
Triggers
saturated domestic market
customer drivers
low growth domestic market
competitive forces
small domestic market
portfolio balance
cost factors
International Markets
Modes of Entry
Global strategic alliances
franchising
Strategic Alliances
contract manufacturig
Joint Ventures
management contracting
Direct Exporting
direct investment
Indirect exporting
Globalisation v customisation
Globalisation
same offering
same ingredients
same brand
marketing communication
Think Global, act local
Emerging markets
middle market segment
low end segment
Premium segment
The 'good enough' market