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BLOCK 2: COMPETING IN A GLOBAL CONTEXT (Market (Demand & Supply,…
BLOCK 2:
COMPETING IN A GLOBAL CONTEXT
Market
Demand & Supply
Fluctuation
Portfolio Balance
Customer Experience
Market Development
Product Development
Global Trade Environment
Competition
Five forces of competition (Porter, 1980)
Diamond model (Porter, 1990)
Trading Factors
Comparative advantage
Absolute comparative advantage (Adam Smith, 1776)
Relative comparative advantage (David Ricardo, 1817)
Trade environment
Competitive position
Finance
Foreign Exchange
Currency market
IFRS
IFRS standards
Framework
Taxation
.
Tax standards
Tax laws
Tax avoidance
Globalisation
Ethical-Values:
Consumer protection standards
Consumerism & cultural homogenization
Targeting
Geographical segregation
CRS
.
Convergence
Divergence
Crossvergence
Global Culture
Innovation
Branding
Logos
Advertising
Packaging
Labeling
.
Kapferer's Brand Identity Prism (2012)
Externalisation
Internalisation
Reputation
Stakeholders
Consumers
Perceptions
Identity
Identifiable
Concept
Naming
Equity:
Monetary value
Valuable assets
Marketing
Macro environment
,
STEEPLE
Political
Legal
Economic
Technological
Environmental
Ethical
Social
Micro environment
.
Markets size and growth rate
Competition
Costs of serving the market
Profit potential
Market access
Skills
Resources
Product adaption
Competitive advantage