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Competing in a global context (Competition (Local (MNC's must…
Competing in a global context
Competition
Local
MNC's must glocalise to compete
Potential entrants
Buyers
Suppliers
Global
Substitues
Direct
Micro environment
#
Profit potential
Market size
Global marketplace
#
#
Macro environment
STEEPLE
Regulations vary between countries
Global village
#
#
Sustainable cities
Technology
Living standards
Infrastructure
Economy
Branding
Identity
Reputation
Content
Equity
Communities
CSR
#
International marketing
#
#
Exchange rates and currency
FDI's
Transfer pricing
Manipulation
#
Led to the arms-length principle
60% of international trade
Foreign exchange markets
Fluctuations can cause issues
Write contracts in one currency
Operate in several markets to offset
Supply and demand