Learning Objectives

• Explain the concept of strategy.

Chapter 12 • Understand how firms can profit by expanding
globally.
• Understand how pressures for cost reductions and
The Strategy of pressures for local responsiveness influence strategic
International Business choice.
• Be familiar with different strategies for competing
globally and their pros and cons.
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1. Strategy and the Firm Porter’s 5 Forces Model

Porter's Five Forces Framework is a tool for analyzing competition within
an industry. It derives five forces that determine the competitive intensity
and, therefore, the attractiveness (or lack of it) of an industry in terms of its
• Strategy - the actions taken by managers profitability.

to attain the goals of the firm

• Typically, strategies focus on profitability
and profit growth
• Profitability - the rate of return the firm
makes on its invested capital
• Profit growth - the percentage increase in net
profits over time
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Value Creation Porter’s Generic Strategy

Question: How can firms increase profitability?

Answer: Scope of Source of competitive advantage
• By creating value for the consumer competitive market
• Value creation is measured by the difference
Lower cost Differentiation
between V (the price that the firm can charge for
that product given competitive pressures) and C
(the costs of producing that product) Broad market General cost leader General
differentiation
• The two basic strategies for creating value are:
1. Differentiation Focused
2. Low cost Niche market Focused cost leader differentiation

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Basic Marketing – Chapter 6

Handout 6-1
 Strategy and the Firm Strategic Positioning

To maximize profitability, a firm must:

Pick a position on the efficiency frontier that is
viable (enough demand to support the choice)
Configure internal operations to support the
position
Have the right organization structure in place
to execute the strategy

Determinants of Enterprise Value

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Strategic Positioning The Firm as a Value Chain

Stratgic choice in the international hotel industry

The Value Chain
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The Firm as a Value Chain The Implementation of Strategy

1. Primary Activities
Organization architecture - the totality of a firm’s
Involves creating the product, marketing organization - formal organizational structure,
and delivering the product to buyers, and control systems and incentives, organizational
providing support and after-sale service culture, processes, and people
to the buyers of the product Organizational structure -
2. Support Activities  The formal division of the organization into subunits
 The location of decision-making responsibilities within
Provides the inputs that allow the primary that structure
activities of production and marketing to  The establishment of integrating mechanisms to
occur coordinate the activities of subunits including cross
functional teams and or pan-regional committees

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Basic Marketing – Chapter 6

Handout 6-2
 The Implementation of Strategy The Implementation of Strategy

Controls - the metrics used to measure the

performance of subunits and make judgments
about how well the subunits are run
Incentives - the devices used to reward
appropriate managerial behavior
Processes - the manner in which decisions are
made and work is performed
Organizational culture - the norms and value
systems that are shared among the employees
People - employees and the strategy used to
recruit, compensate, and retain those individuals
Organization Architecture

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In Sum: Strategic Fit In Sum: Strategic Fit

So, to attain superior performance and

earn a high return on capital, a firm’s
strategy must make sense given market
conditions
The operations of the firm must support the
firm’s strategy
The organizational architecture of the firm
must match the firm’s operations and strategy
If market conditions shift, so must the firm’s
strategy, operations, and organization Strategic Fit

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2. Choosing a Strategy

Question: How do the pressures for cost

reductions and local responsiveness
influence a firm’s choice of strategy?
Answer:
Firms use four basic strategies in global
markets:
1. Global standardization
2. Localization
3. Transnational
4. International
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Basic Marketing – Chapter 6

Handout 6-3
 Pressures for Cost Reductions
Pressures for cost reductions are greatest:
 In industries producing commodity type products that
fill universal needs - needs that exist when the tastes and
preferences of consumers in different nations are similar
if not identical
 When major competitors are based in low cost locations
 Where there is persistent excess capacity
 Where consumers are powerful and face low switching
costs
To respond to these pressures, firms need to lower
the costs of value creation
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2.1 Global Standardization Strategy
A global standardization strategy focuses on
increasing profitability and profit growth by reaping
the cost reductions that come from economies of
scale, learning effects, and location economies
• The goal is to pursue a low-cost strategy on a global
scale
• Makes sense when there are strong pressures for
cost reductions and demands for local
responsiveness are minimal
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Location Economies
 The experience curve - the systematic reductions in
Multinationals that take advantage of location
economies create a global web of value creation
activities
Under this strategy, different stages of the value
chain are dispersed to those locations around the
globe where perceived value is maximized or
where the costs of value creation are minimized
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Basic Marketing – Chapter 6
Handout 6-4
Pressures for Local Responsiveness
 Pressures for local responsiveness arise
from:
1. Differences in consumer tastes and preferences
2. Differences in traditional practices and
infrastructure
3. Differences in distribution channels
4. Host government demands
 Firms facing these pressures need to
differentiate their products and marketing
strategy in each country
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Location Economies
Firms should locate value creation activities where
economic, political, and cultural conditions are
most conducive to the performance of that activity
 Firms that successfully do this can realize location
economies - the economies that arise from performing
a value creation activity in the optimal location for that
activity, wherever in the world that might be
Locating value creation activities in optimal
locations:
 Can lower the costs of value creation
 Can enable a firm to differentiate its product offering
from those of competitors
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Experience Effects
production costs that have been observed to occur over the
life of a product
 A product’s production costs decline by some quantity
about each time cumulative output doubles
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 Experience Effects
Learning effects - cost savings that come from
learning by doing
Economies of scale - the reductions in unit cost
achieved by producing a large volume of a
product
Serving a global market from a single location
is consistent with moving down the experience
curve and establishing a low-cost position
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2.3 Transnational Strategy
A transnational strategy tries to simultaneously:
• Achieve low costs through location economies,
economies of scale, and learning effects
• Differentiate the product offering across geographic
markets to account for local differences
• Foster a multidirectional flow of skills between different
subsidiaries
Makes sense when there are both high cost pressures
and high pressures for local responsiveness
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Basic Marketing – Chapter 6
Handout 6-5
2.2 Localization Strategy
A localization strategy focuses on increasing
profitability by customizing the firm’s goods or services
so that they provide a good match to tastes and
preferences in different national markets
• Makes sense when there are substantial differences
across nations with regard to consumer tastes and
preferences, and where cost pressures are not too
intense
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2.4 International Strategy
An international strategy involves taking
products first produced for the domestic
market and then selling them internationally
with only minimal local customization
• Makes sense when there are low cost pressures
and low pressures for local responsiveness
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