IS101-ENTREPRENEURSHIP
FINALS/ SECOND SEMESTER/ JUSTINEDERECHO
GLOBAL MARKETING STRATEGIES (GMS)
Global Marketing Strategy
- A global marketing strategy (GMS) is a strategy that
encompasses countries from several different regions in
the world and aims at coordinating a company’s
marketing efforts in markets in these countries.
- A GMS does not necessarily cover all countries but it
should apply across several regions. A typical regional
breakdown is as follows: Africa, Asia, and the Pacific
(including Australia) Europe and the Middle East, Latin
America, and North America. A ‘‘regional’’ marketing
strategy is one that coordinates the marketing effort in
one region.
Why does "Going Global" has become an integral part of
many small companies' strategies?
- Businesses that expand internationally can benefit in a
variety of ways, including offsetting domestic market
sales declines, increasing sales and profits, extending
the life cycles of their products, lowering manufacturing
costs, enhancing competitiveness, raising quality
standards, and becoming more customer oriented.
- Global markets have approached their products almost
over the world, so whenever a small company is formed,
one of the main goals is to expand the business in the
future because almost every company begins on a small
scale and aims to expand their product to a large mass
customers, so they do expand because that’s the only
way for a company to continue achieving and gaining
profits as everyone wants to get and the company goal
NINE PRINCIPAL STRATEGIES SMALL BUSINESSES CAN
USE TO GO GLOBAL
1. Creating a Presence on the Web The Web
- provides small businesses with huge marketing
possibilities all over the world without the expenditure of
creating overseas locations. A well-designed website
allows a small business to contact clients all over the
world without breaking the budget.
2. Relying on Trade Intermediaries
- Domestic agencies that act as distributors in foreign
nations for domestic enterprises of all sizes are known
as trade intermediates. They use their contact networks,
thorough understanding of local customs and
marketplaces, and expertise in international commerce
to successfully and efficiently promote items all over the
world. Small businesses use trade intermediaries as
export departments. Despite the fact that there are
several trade intermediates.
3. Joint Ventures
- A domestic joint venture is formed by two or more small
firms in the United States to export their goods and
services overseas. Participating firms in export ventures
get antitrust exemption, allowing them to freely
collaborate. The companies share the duty and costs of
obtaining export licences and permits, as well as the
revenues from the operation. For an increasing number
of businesses, forming a joint venture with the proper
partner has become a vital aspect of maintaining a
competitive position in global marketplaces.
4. Foreign Licensing
- Licensing is suitable for businesses whose value is
derived from their intellectual property, distinctive goods
or services, well-known brand, or exclusive technology.
Although many firms contemplate solely licensing their
goods to foreign corporations, the licensing potential for
intangibles such as processes, technology, copyrights,
and trademarks is frequently bigger.
5. International Franchising
- Franchises are attracted to overseas markets because
they find it simpler to generate sales and profits
elsewhere, since the home market has grown
increasingly saturated with outlets and is much more
difficult to develop from than in the past. International
franchising works well for experienced franchisors as a
growth strategy.
6. Countertrading and Bartering
- Companies who want to enter these marketplaces must
engage in countertrade or barter. A countertrade
transaction occurs when a corporation selling products
and services in a foreign nation commits to assist in
promoting investment and trade in that country. The
transaction's purpose is to assist offset the capital
outflow caused by the foreign country's purchase
7. Export Merchants
- Domestic wholesalers that conduct business in
international markets are known as export merchants.
They purchase items from a variety of domestic
producers and then sell them in international markets.
Export merchants, unlike MEAs, sometimes stock rival
lines, implying that they have little allegiance to suppliers.
Most export merchants specialize in certain industries,
such as office equipment, computers, and industrial
supplies.
IS101-ENTREPRENEURSHIP
FINALS/ SECOND SEMESTER/ JUSTINEDERECHO
8. Export Management Companies (EMC’s)
- Export management companies (EMCs) are an essential
overseas distribution route for small businesses who are
just starting in international commerce or for those that
lack the capacity to send their own employees to foreign
markets. Most EMCs are merchant intermediaries,
arranging buy-and-sell transactions with small domestic
businesses. They provide small enterprises with a
lowcost, efficient, independent international marketing
department, delivering services ranging from foreign
market research and patent protection counsel to
financing and shipping.
payments to help them lower production costs. Trade barriers
allow domestic industries to survive and compete with foreign
producers that might be able to produce goods at a lower cost.
Standardization - Standards that discriminate against imports
and nontransparent or discriminatory requirements for
showing conformity to standards can create significant non-
tariff trade barriers. The economic harm caused by trade
discrimination and protection of domestic markets is well
documented.
Licenses - one of the most common instruments that
countries use to regulate the importation of goods. A license
system allows authorized companies to import specific
commodities that are included in the list of licensed goods

9. Manufacturers Export Agents (MEA’s) Embargoes - are total bans of trade on specific commodities
and may be imposed on imports or exports of specific goods
- Manufacturer's export agents (MEAs) serve diverse that are supplied to or from specific countries. They are
noncompeting domestic enterprises as overseas sales considered legal barriers to trade, and governments may
representatives in a restricted number of markets. Unlike implement such measures to achieve specific economic and
other EMCs, a MEA's relationship with a small firm is a political goals.
short-term one in which the MEA normally operates on a
Import deposit- is a form of foreign trade regulation that
commission basis.
requires importers to pay the central bank of the country a
specified sum of money for a definite period. The amount paid
should be equal to the cost of imported goods.
How to build a successful export program
E-COMMERCE AND ENTREPRENEURSHIP
1. Research your market
BENEFITS OF SELLING ON THE WEB
2. Implement an export strategy and review your
capabilities The ability to remain open 24 hours a day, 7 days a week. More
than half of all retail sales occur after 6 P.M., when many
3. Construct an export plan traditional stores close. Extending the hours a brick-andmortar
store remains open can increase sales, but it also takes a toll
4. Choose your sales presence on the business owner and the employees. With a Web site up
5. Promote your product and running, customers never have to worry about whether an
online store is “open.”
6. Get the Customs side right
The capacity to use the Web’s interactive nature to enhance
7. Get paid on time customer service. Although selling on the Web can be highly
impersonal because of the lack of human interaction,
8. Choose your distribution methods companies that design their sites properly can create an
exciting, interactive experience for their online visitors.
9. Transport goods effectively
Customers can contact a company at any time of the day,
10. After-sales policy control the flow of information they get, and, in some cases,
interact with company representatives in real time. In addition,
technology now allows companies to “personalize” their sites
to suit the tastes and preferences of individual customers
MAJOR BARRIERS TO INTERNATIONAL TRADE AND THEIR
IMPACT ON THE GLOBAL ECONOMY HERE ARE 5 THINGS YOU MUST KNOW BEFORE YOU START
AN ECOMMERCE BUSINESS:
Tariff - A system of government-imposed duties levied on
imported or exported goods; a list of such duties, or the duties 1. Know What You Are Selling
themselves
2. Know Your Consumer
Non-tarrifs - refer to any measures, other than customs tariffs,
that regulate imports or exports into a country. 3. Understand Your Packaging

Quota - is a government-imposed trade restriction that limits 4. Establish Your Go-To-Marketing Strategy
the number or monetary value of goods that a country can
5. Know How to Ship Your Product
import or export during a particular period. Countries use
quotas in international trade to help regulate the volume of
trade between them and other countries.
TEN MYTHS OF E-COMMERCE
Subsidies - protect domestic industries by giving them direct
IS101-ENTREPRENEURSHIP
FINALS/ SECOND SEMESTER/ JUSTINEDERECHO
Myth 1. If I Launch a Site, Customers Will Flock to It
- Some entrepreneurs think that their expenses end there
once they set up their Web sites. Not true! Without
promotional support, no Web site will draw enough
traffic to support a business.
Myth 2. Online Customers Are Easy to Please
- Customers who shop online today tend to be
experienced Internet users whose expectations for their
online shopping experiences are high and continue to
rise. Experienced online shoppers tend to be unforgiving,
quickly clicking to another site if their shopping
experience is subpar or if they cannot find the products
and information they want.
Myth 3. Making Money on the Web Is Easy
- Many entrepreneurs with promise that making money on
the Web is easy. It isn’t. Doing business online can be
quite lucrative, but it takes time and requires an up-front
3investment.
Myth 5. “Strategy? I Don’t Need a Strategy to Sell on the Web!
Just Give Me a Web Site, and the Rest Will Take Care of Itself.”
- Building a successful e-business is no different than
building a successful brick-and-mortar business, and
that requires a well-thought-out strategy.
Myth 6. The Most Important Part of Any
- Although understanding the technology of e-commerce
is an important part of the formula for success, it is not
the most crucial ingredient. What matters most is the
ability to understand the underlying business and to
develop a workable business model that offers
customers something of value at a reasonable price
while producing a reasonable return for the company.
Myth 8. Flashy Web Sites Are Better Than Simple Ones
- Businesses that fall into this trap pour significant
amounts of money into designing flashy Web sites with
all of the “bells and whistles.” The logic is that a site has
to sparkle to stand out on the Web. That logic leads to a
“more is better” mentality when designing a site. On the
Web, however, “more” does not necessarily equate to
“better.”
Myth 7. On the Web, Customer Service Is Not as Important as
It Is in a Traditional Retail Store
- The Web offers shoppers the ultimate convenience. With
just a few mouse clicks, people can shop for practically
anything anywhere in the world and have it delivered to
their doorsteps within days.
Myth 9. It’s What’s Up Front That Counts
- Designing an attractive Web site is important to building
a successful e-business. However, designing the back
office, the systems that take over once a customer
places an order on a Web site, is just as important as
designing the site itself.
Myth 10. It’s Too Late to Get on the Web
- A common myth, especially among small business
owners, is that those companies that have not yet
moved onto the Web have missed a golden opportunity.
DESIGNING A KILLER WEB
1. Give Customers What They Want
2. Select an Intuitive Domain Name
3. Make Your Web Site Easy to Navigate
4. Build Loyalty by Giving Online Customers a Reason to
Return to Your Web Site
5. Establish Hyperlinks
6. Include an E-Mail Option, an Address, and a Telephone
Number on Your Site
7. Look for Opportunities to Up-Sell and Cross-Sell
8. Use Customer Testimonials
9. Follow a Simple Design
10. Keep Your Site Fresh
11. Consider Hiring a Professional Designer
12. Tracking Web Results
STAFFING AND LEADING A GROWING COMPANY
Staffing and Leading a Growing Company
Staffing and leading a growing company involves finding and
hiring the right talent, setting clear goals and objectives,
providing guidance and direction to employees, and fostering a
positive and productive work culture. As a company grows, it
becomes increasingly important to have a strong leadership
team in place that can effectively manage the growth and
ensure that the company remains on track.
THE ENTREPRENEUR'S ROLES AS A LEADER
1. The successful leader has a vision:
2. The successful leader communicates well:
3. the successful leader supports and guides the employees:
4. The successful leader believes in his/herself
5. The successful leader creates the atmosphere that
encourages others to grow and thrive
6. The successful leader manages by walking around
7. The successful leader acts and reacts in an honest
manner:
8. The successful leader creates and fosters a learning
environment:
9. The successful leader perseveres:
10. The successful leader shares successes:
HIRING THE RIGHT EMPLOYESS
1. Organizational culture
2. Productivity
3. Customer satisfaction
IS101-ENTREPRENEURSHIP
FINALS/ SECOND SEMESTER/ JUSTINEDERECHO
4. Innovation and growth
5. Competitive advantage

What is organizational culture?

- Organizational culture is the very core of a company. It

refers to the practical and pervasive implementation of
norms, best practices, ideals, and shared values within
your company. Your culture defines and shapes your
work environment. Ultimately, developing your
organizational culture is about building people programs
to help you achieve your business goals while remaining
in-line with your company values.

Business Goals

- What is your organization trying to achieve and how will

you get there?

People and People touch points

- What kind of programs, communications, and

behaviours do you have within your organization

Company Values

- How do you approach work, interpersonal collaboration,

and employee wellbeing?

6 MAIN FACTORS TO CONSIDER WHEN DEVELOPING YOUR

COMPANY CULTURE.

1. Build shared values

2. Invest in diversity, inclusion, and belonging programs
3. Ground your culture in mutual trust
4. Distribute responsibility where appropriate
5. Increase clarity to reduce silos
6. Build great hiring and onboarding processes