PRESENTATION ON

INTERNATIONAL STRATEGY
IN STRATEGIC MANAGEMENT
TRANSNATIONAL STRATEGY
Presented By:
Group No.: 2
Name Roll No.
Md. Sohanur Rahman 21280114
Muhammad Firujul Islam Kajal 22180101
Nishat Tasnia 22180102
Tanzila Hassan 22180104
Umma Atia Erina 22180106
Mst Anila Khatun 22180109
Md. Jahidul Islam 22280113
Kazi Tanvir Ahmed 22280114
Kazi Tanjib Hasan Shozeeb 22280116
Maria Rahman Dristy 22280117
Institute of Agribusiness and Development Studies,
Bangladesh Agricultural University, Mymensingh.
INTRODUCTION

INTERNATIONAL STRATEGIES

A company that operates globally is just called a

Global Company.

There are actually three different types of globalized businesses:

 Global
 Transnational
 Multi-domestic

Each of these strategies entails Different Business Priorities for the company.

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TRANSNATIONAL STRATEGY

A middle ground between a multi-domestic strategy Multi-domestic

Transnational
and a global strategy. Global

Main characteristics:
 High Global Integration A Centralized Management Team
 High Local Responsiveness An Observation To Local Market

It has been said that transnational businesses

“think globally and act locally.”

Transnational companies essentially balance global standardization and efficiency with the
ability to tailor products, services, and marketing to local markets.

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TRANSNATIONAL STRATEGY

Figure: International Corporate-Level Strategies

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EXAMPLES

McDonald:

A giant fast-food chain with the same core menu items

worldwide, as well as the same brand name, identity, Global Integration
and marketing.

The company does tweak its product offering for its

regional markets. Local Responsiveness
For example,
• Wine in France
• Rice burgers in the Philippines
• Vegetarian burgers in India
These products are all unique to these markets and reflect the diets
and preferences of local consumers.
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EXAMPLES

Unilever:

It offers different brands in different regions

having a variety of brands in multiple categories, such as Local Responsiveness
• Food and beverage
• Home and accessories
• Personal care.

All of its brands have a single corporate strategy

and identity and also share a common mission of Global Integration
achieving sustainable business practices and creating
positive social impact.

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EXAMPLES

Samsung:
The Korean electronics company, with a global design for
their phones and computers and other electronics centrally Global Integration
operated in South Korea.

They adapt each product to local markets.

For example, Local Responsiveness
• Smart oven designed for yogurt fermentation for Bulgaria,
• Kimchi refrigerator for South Korea,
• Embossing the character for luck, 福, on the back of PC
monitors for China

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EXAMPLES

Ford Motor :

“World Car” that has many

Company is producing a
common platform elements that accommodate a range of Global Integration
add-ons.

Other side, company can

• Add custom elements to meet country laws,
• Can customize marketing to local standards, Local Responsiveness
• Provide unique products to meet local tastes.

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EXAMPLES

Coco-cola

Nike

KFC

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CONCLUSION

A transnational business strategy may combine two positive elements of a

global business – high integration and high responsiveness –
but that doesn’t necessarily mean it’s the right fit for every
business.

It should be weighed the potential risks along with the advantages before
deciding which global strategy is right for specific business.

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THANK YOU
Reference:
www.smartling.com
www.pressbook.com