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ABSTRACT

MARKETING STRATERGY IN GLOBALISED ERA *S.Shankar M.B.A., PGDHRM ** K. Kalarani M.Com., M.Phil., B.Ed.,

Marketing is the systematic and tactical method of an organization where they can reach their objectives in a tuned manner. Every organization growth is based only on how fast they retaining or familiar with more customers. According to the marketing strategy customers are the best judges for the manufactures. These judges expectations are more important for the organization and those experts are to be satisfied in an effective way. When a company is decided to enter globally they have to meet more number of competitions and have to make a suitable plan with new trends of effective strategy. The foremost of global strategy is to make a suitable plan, identifying the customer need and expectation about the product quality, prices and the competitors of the product. Today‟s marketing is very competition oriented one so the marketing experts have to make a suitable structure according to the globalised competition for their successful running. Standardization is the strength of an organization towards market. When a company is decided to enter globally they have to analyze and forecast more number of difficulties according to their launching countries standard to reach more number of customers. If these things are analyzed the marketing strategy adopted by an organization leads them in a successful way of growth. These studies analyze the objectives of impacts in global marketing strategy and the methods adopted by a marketer to meet global competition.

*Assistant Prof. Department of Management Science, Jaya Govind Harigopal Agarwal College of Arts and Science Madhavaram Chennai-60 ** Assistant Prof. Department of Commerce, Jaya Govind Harigopal Agarwal College of Arts and Science Madhavaram Chennai-60

When a product was introduced in a local market it helps the manufacturers to retain more customers when it is globally the organization wants to meet more and more global strategy to standardize in the Global Market. The customers are the best partners of the organization who helped a concern to be a profit oriented one and help them to move forward a step from one ladder to next. Brand name. Before framing this marketing person can conduct a survey in that country by issuing a sample product to know about the customer‟s preference. Communication etc. These are the important plans that an organization should consider before entering the global market. The global market have to consider the product features. expectation and satisfaction about the products. Color. Jaya Govind Harigopal Agarwal College of Arts and Science Madhavaram Chennai-60 . Packaging. Labeling. Department of Commerce. One of the shortest definitions of marketing is” Meeting needs profitably” -Philip Kotler and Keven Lane Keller Introduction “A stone can attract more number of customers when it has been shaped by a sculptor” same thing as to be followed by the organization when the product has been manufactured according to the shape and design and quantity expected by the customers. Advertising Media. Entering globally by a firm must plan a suitable strategy according to country where they are going to launch.MARKETING STRATERGY IN GLOBALISED ERA Marketing deals with identifying and meeting human and social needs. Jaya Govind Harigopal Agarwal College of Arts and Science Madhavaram Chennai-60 ** Assistant Prof. Department of Management Science. *Assistant Prof.

For eg: Ford‟s „World Truck” was European made cab and a North American built chassis is assembled in Brazil and is imported into the United States for sale. Department of Management Science. A global firm that operates in more than one country can capture Resources and Development. Global firms plan. Logistical. Jaya Govind Harigopal Agarwal College of Arts and Science Madhavaram Chennai-60 . Electronics from Germany and special motors drives from Japan and its uses the United States from systems integration.” -Philip Kotler and Keven Lane Keller Competing on a Global Basis: A Global Industry is an industry in which the strategic positions of competitors in major geographic or national markets are fundamentally affected by their overall global positions. Production. Small geared parts from Spain. marketing and Financial advantages in its cost. *Assistant Prof.Objectives  To know the impact of Globalised Marketing Strategy  To know the methods adopted by the marketers to meet the global Definition: “Marketing is a Societal Process by which individuals and groups obtain what they need and want through creating. Otis Elevator gets its door systems from France. Jaya Govind Harigopal Agarwal College of Arts and Science Madhavaram Chennai-60 ** Assistant Prof. offering and freely exchanging products and services of values with others. this helps the organization to retain more customers and can able to standardized in the global market when suitable strategy are adopted. Department of Commerce. operate and co-ordinate their activities on a worldwide basis.

 Products Features  Brand Name  Labeling  Packaging  Colors  Advertising Execution *Assistant Prof. Jaya Govind Harigopal Agarwal College of Arts and Science Madhavaram Chennai-60 ** Assistant Prof. devalue its currency or undergo a political revolution and expropriate foreign property. The following are the risk that a company may face while going for abroad  The company might not understand foreign preferences and to fail to offer a competitively attractive products.Major Decisions to go Global Marketing for Current Era  The Company is expecting higher profit opportunities than the domestic market. Department of Management Science. Department of Commerce.  The company needs a larger customer base to achieve economics of sale  Global firms offering better products or lower prices can attack the company‟s market  The company‟s have to provide good International Servicing  The company wants to reduce the dependence on any one market. Global Standardization: Many companies have tried to launch their version of a world product. The company should review the following elements and determine which would add more revenue than cost. Jaya Govind Harigopal Agarwal College of Arts and Science Madhavaram Chennai-60 .  The company may underestimate the foreign country‟s business culture or known how to deal with Foreign Nationals  The company may under estimate Foreign Regulations and Incur Unexpected Cost  The company might realize that their managers are lacking with international Expectations.  The Foreign country might change his commercial laws.

legal restrictions etc. Materials  Prices  Sales Promotion  Advertising Themes  Advertising Media Commandments of Global Branding Strategy  Understand similarities and differences in the global branding like consumer behavior.building in new markets from “Bottom-up”  Establish a new marketing infrastructure when launching in a new country  Embrace integrated marketing communications in overseas market not just advertising  Establish brand partnerships in their international markets that helps companies achieve advantages in distribution. Department of Commerce. *Assistant Prof. communicates and properly enforced so that marketers everywhere know what they are expected to do and not to do.  Balance global and local control within the organization and distribute decision making between global and local managers  Establish operable guidelines must be established.  Do not take short cuts in brand. Profitability and added value  Balance Standardization and customization market programme like packaging brand name etc. Jaya Govind Harigopal Agarwal College of Arts and Science Madhavaram Chennai-60 . Department of Management Science. competitive activity. Jaya Govind Harigopal Agarwal College of Arts and Science Madhavaram Chennai-60 ** Assistant Prof.  Leverage brand elements proper design and implementation of brand elements.  Implement a global brand equity measurement system of research procedures designed to provide timely accurate and actionable information for marketers so they can make the best possible short run tactical decisions and long-run strategic decisions.

The internet has become an effective means of everything free exporting information and guideline to conducting market research and offering customers several times zones away a secure process for ordering and paying for products. It is a best choice of considering the following necessities  Indirect Exporting  Direct Exporting  Licensing  Joint Ventures  Direct Investment Using a Global Web Strategy Today‟s market is most familiar with Electronic Market this helps the customers to order any products through web technology itself. color. price tec.Deciding the five modes how to enter Global or Foreign Market Once a company decides to target a particular country. Jaya Govind Harigopal Agarwal College of Arts and Science Madhavaram Chennai-60 . quality. ideally in the local language. These companies adopt their web sites to provide country specific content and services to their best potential in international markets. The number of internet users is rising quickly as access costs. A customer can get more information about the product like features. local language and infrastructure improves. Department of Management Science. purchasing. The most important two things that to be followed in Global marketing strategy is  Building Country Image  Consumer Perception of Country of Origin This helps the customers to save time in *Assistant Prof. Jaya Govind Harigopal Agarwal College of Arts and Science Madhavaram Chennai-60 ** Assistant Prof. decline. Department of Commerce.

these helps the foreign customers to know about the birth country image and product nature and people‟s expectation and brand equity. Department of Commerce. Jaya Govind Harigopal Agarwal College of Arts and Science Madhavaram Chennai-60 ** Assistant Prof. consumers may view brands as symbolically important in their own cultural heritage and identity. This helps the home country to build their image in the foreign country to standardize in the market. *Assistant Prof. Department of Management Science. In the domestic market country origin perceptions may stir consumers. As international grows. When a company is decided to enter globally they have to analyze and forecast more number of difficulties according to their launching country standard to retain more number of customers. Patriotic nations or remind them of their past.Building Country Image: Attitudes towards country of origin can change overtime. If these above mentioned things are analyzed the marketing strategy adopted by an organization leads to them in a successful way of growth. Consumer Perception of Country of Origin: The Favorability of country of origin perception must consider both from a domestic and foreign perspective. Jaya Govind Harigopal Agarwal College of Arts and Science Madhavaram Chennai-60 . Conclusion: Standardization is the strength of an organization towards marketing.

doc. www.abb. Jaya Govind Harigopal Agarwal College of Arts and Science Madhavaram Chennai-60 ** Assistant Prof. Keegan Prentice Hall 1995 *Assistant Prof. Jaya Govind Harigopal Agarwal College of Arts and Science Madhavaram Chennai-60 .by Warrren J. Department of Management Science.gov 4. Department of Commerce.com 6. Seven Rules of International Distribution – Arnold pg 132-137 5. Competitive Strategy Michael E-Porter pg 275 8.Reference: 1. www. Global Research and Foreign Entry Edited by Bart Weitz and Robin Wensley sage Publication pg 457 – 483 7.ita. Multinational Marketing Management. Philip Kotler and Keven Lane Keller 12th Edition 2. Ten Commandments of Global Branding – Asian Journal for Marketing (2001) 97-108 3.