GMMCH08.ppt 37KB Jun 05 2011 09:30:25 PM

GLOBAL COMPETITIVE
ANALYSIS
Chapter Eight

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Global Competitive Analysis
Chapter Eight
Overview
 1. Information Technology and
Global Competition
 2. Global Strategy
 3. Global Marketing Strategy
 4. Regionalization of Global
Marketing Strategy
 5. Competitive Analysis


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Overview

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1. Information Technology and
Global Competition
Real Time Management
 On-Line Communication
 “Internet” Organization
 Faster Product Diffusion
 Global Citizenship


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2. Global Strategy


Global Industry
• Exhibit 8-1 Industry Globalization
Drivers



Market Globalization Drivers
• Common Customer Needs
• Global Customers and Channels
• Transferable Marketing
• Lead Countries
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2. Global Strategy (cont)


Cost Globalization Drivers
• Global Economies of Scale and Scope
• XXXXXX
• Steep Experience Curve
• Global Sourcing Efficiencies
• Favorable Logistics
• Differences in Country Costs
• High product Development Costs
• Fast Changing Technology
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2. Global Strategy (cont)


Government Globalization Drivers

• Favorable Trade Policies
• Compatible Technical Standards
• Common Market Regulations
• Government-Owned Competitors
• Government-Owned Customers

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2. Global Strategy (cont)


Competitive Globalization Drivers
• High Exports and Imports
• Competitors from Different Continents
and Countries
• Interdependent Countries
• Globalized Competitors

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2. Global Strategy (cont)


Competitive Structure
• Exhibit 8-2 Nature of Competitive Industry
Structure
• Industry competitors
• Potential entrants
• The bargaining power of suppliers
• The bargaining power of buyers
• The threat of substitute products or
services
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2. Global Strategy (cont)


Hypercompetition
• Cost and Quality
• Exhibit 8-3 The Price/Quality Trade-off
and the Ultimate Value Point

• Timing and Know-how
• Strongholds
• Financial Resources
• Interdependency
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3. Global Marketing Strategy
• Exhibit 8-4 Variation in Content and
Coverage of Global Marketing


Benefits of Global Marketing
• Cost Reduction
• Improved Products and Program
Effectiveness
• Enhanced Customer Preference
• Increased Competitive Advantage
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3. Global Marketing Strategy
(cont)
Limits to Global Marketing
 Exhibit 8-5 Degree of
Standardization of Products in
World Markets


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4. Regionalization of Global
Marketing Strategy
Cross-Subsidization of Markets
 Identification of Weak Markets
 “Lead Market” Concept
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5. Competitive Analysis


Exhibit 8-6 SWOT Analysis

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