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Chapter 21: Globalisation and international marketing mondialisation…
Chapter 21: Globalisation and international marketing
International marketing
Why sell products in other countries?
saturated market at home country
poor trading condition in home country :(
more profit
legal differences
spread risk
Differences in international marketing
legal
culture
political
business practices
economical
Methods of entry
joint ventures
licensing
franchising
exporting
direct investment in subsidiaries
Alternative strategies
global localisation
pan regional
pan global
Globalisation
Multinational corporations
- a business which have operations more than one country
Protectionism
tariffs
Quotas
VER
Free international trade
- international trade without any barriers
Benefits to Business
multiple revenue stream
freedom to merge/takeover
Access to resources that may be unavailable in HQ country
create global identity
wider access to locations; better market information
open new market that is not saturated; chance of economies of scale and higher sales
possible access to cheaper labour
Competition encourages efficient production
Limitations to Business
risk of foreign takeovers
increased competition
different time zone
bad publicity from anti-globalisation
protectionism policy
foreign dumping
language and culture barriers
