CH21 - PART CREATING SUCCESSFULLONGTERM GROWTH 8...

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©  Kotler, Keller, Ang, Leong & Tan 4 th  Edition Marketing Management An Asian Perspective 21-1 CREATING  CREATING  SUCCESSFUL LONG-TERM  GROWTH PART 8
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©  Kotler, Keller, Ang, Leong & Tan 4 th  Edition Marketing Management An Asian Perspective 21-2 TAPPING TAPPING into Global Markets Chapter 21
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©  Kotler, Keller, Ang, Leong & Tan 4 th  Edition Marketing Management An Asian Perspective 21-3 Red Bull Red Bull Popular energy drink Popular energy drink throughout throughout the world the world Connect with global youth Connect with global youth HOW? HOW? Microtarget “in” shops Microtarget “in” shops Target opinion leaders opinion leaders Cool image Cool image sponsor extreme sports sponsor extreme sports
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©  Kotler, Keller, Ang, Leong & Tan 4 th  Edition Marketing Management An Asian Perspective 21-4 1. What factors should a company review before  deciding to go abroad? 2. How can companies evaluate & select specific  foreign markets to enter? 3. What are the major ways of entering a foreign  market? 4. To what extent must the company adapt its products  & marketing program to each foreign country? 5. How should the company manage & organize its  international activities? In this chapter, we address the following questions:
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©  Kotler, Keller, Ang, Leong & Tan 4 th  Edition Marketing Management An Asian Perspective 21-5 Competing on a Global Basis Competing on a Global Basis Global industry Strategic positions of competitors in major  markets affected by global positions Global firm Operates  >  one country  Advantages ( eg   R&D, production ) in costs &  reputation  not available to domestic  competitors
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©  Kotler, Keller, Ang, Leong & Tan 4 th  Edition Marketing Management An Asian Perspective 21-6 Competing on a Global Basis Competing on a Global Basis Firm need not be large to  sell globally Small/medium firms can  practice global  nichemanship
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©  Kotler, Keller, Ang, Leong & Tan 4 th  Edition Marketing Management An Asian Perspective 21-7 Besides Chinese Chinese sauces, Lee Kum Kee Lee Kum Kee also sells Malay Malay sauces such as Satay Stir-fry Sauce
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©  Kotler, Keller, Ang, Leong & Tan 4 th  Edition Marketing Management An Asian Perspective 21-8 Figure 21.1 Figure 21.1 Major Decisions in  International Marketing
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©  Kotler, Keller, Ang, Leong & Tan 4 th  Edition Marketing Management An Asian Perspective 21-9 Deciding Whether to Go Abroad Deciding Whether to Go Abroad Why companies drawn into international arena: Why companies drawn into international arena: 1. Foreign markets - opportunities  2. Larger customer base - economies of scale 3. Reduce dependence on one market 4. Counterattack competitors - their markets 5. Customers go abroad – global service 6. Enhance home image 7.
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