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Introduction to GSM - Coggle Diagram

- - - - Why?
        
        Culture
        
        Legal
        
        Usage
        
        Liability
  - - - Homogenous markets
      - Transnational consumer segments
      - Increased globalised organisations
- - - - external environment: made up of different economic structures, competitors, cultural values and legal infrastructures
      - Types of External Environment
        
        Domestic Marketing (within home country)
        
        International Marketing (across a number of foreign country markets)
        
        Global Marketing (Global Scale)
  - - - Identify similarities across markets
      - Exploit the knowledge of home organisation
      - Transfer knowledge and best practice
  - - - Economies of Scale
      - Finding New Customers
      - Strategically Seeking Assets
      - Gaining Resource Access
  - - - Which Markets to Enter
        
        Market Entry Strategies
        
        Designing Global Marketing Programme
        
        Implementing and Coordinating Programme
- - - - Level off innovation, awareness and exposure
  - - - Employment, copyright and consumer protection, data and health and safety
  - - - Population Growth, Age Distribution, Career Attitudes, Lifestyle Attitudes and Cultural Barriers
  - - - Government, foreign trade policies, tax and labour laws, trade restrictions, corruption and stability
- - - - each unique and differently targeted
      - different productions/marketing conditions recognised
      - control is decentralised
      - HQ and Affilate comms is limited
  - - - may offer global product concepts but with local adaptation
  - - - HQ extends ways of doing business with foreign affiliates
      - Centralised controls
      - org and tech implemented is similar to home country