SOMTU Part V: Designing the global marketing program-Organization and control of the global marketing program

Lecture No. 9-2

Organization and control of the global marketing program

(05 Sept 2021)

Global Marketing Strategy

By: Roshendra Dhoj Khadka 1
 production, and finance.
no international specialist and typically has few products and few markets. In this early
SOMTU stage
Part V: of international
Designing involvement
the global marketing the domestic marketing
program-Organization department
and control of the globalmay have the
marketing program
responsibility for global marketing activities. But as the international involvement
Structural evolution of international operations
Figur e 19.1 Structur al evolution of international oper ations

(Source: Hollensen & Banerjee, 2010, p.645)

Global Marketing Strategy 643
By: Roshendra Dhoj Khadka 2
oordinating
SOMTU the global
Partm
V: arketing
Designing the programme
global marketing program-Organization and control of the global marketing program

The functional
ur e 19.2 Example of the functional s tructure structure

(Source: Hollensen & Banerjee, 2010, p.646)

Global Marketing Strategy
By: Roshendra Dhoj Khadka 3
SOMTU Part V: Designing the global marketing program-Organization and control of the global marketing program

Global Marketing Strategy

By: Roshendra Dhoj Khadka 4
 SOMTU Part V: Designing the global marketing program-Organization and control of the global marketing program
Chapter 19 Organization and control of the global marketing programm e

Figure 19.3
Product division
Example of the product structure
structure

(Source: Hollensen & Banerjee, 2010, p.647)

Global Marketing Strategy
By: Roshendra Dhoj Khadka 5
SOMTU Part V: Designing the global marketing program-Organization and control of the global marketing program

P&G

Global Marketing Strategy

By: Roshendra Dhoj Khadka 6
SOMTU Part V: Designing the global marketing program-Organization and control of the global marketing program

Geographical structure

(Source: Hollensen & Banerjee, 2010, p.648)

Global Marketing Strategy
By: Roshendra Dhoj Khadka 7
SOMTU Part V: Designing the global marketing program-Organization and control of the global marketing program

(Source: Hollensen & Banerjee, 2010, p.648)

Global Marketing Strategy
By: Roshendra Dhoj Khadka 8
SOMTU Part V: Designing the global marketing program-Organization and control of the global marketing program

HSBC

Global Marketing Strategy

By: Roshendra Dhoj Khadka 9
 oriented approach one can meet the needs both of markets and of products.
SOMTU Part V: Designing the global marketing program-Organization and control of the global marketing program

Matrix structure
Figure 19.5 Example of a matrix s tructure

(Source: Hollensen & Banerjee, 2010, p.550)

Global Marketing Strategy
By: Roshendra Dhoj Khadka 1
SOMTU Part V: Designing the global marketing program-Organization and control of the global marketing program

The global account management (GAM) organization

Identifying the selling firm’s global accounts

Implementing

Analysing the global accounts

GAM

Selecting suitable strategies for the global accounts

Developing operational level capabilities to build, grow and

maintain profitable and long-lasting relationships with
global accounts

(Source: Hollensen & Banerjee, 2010, p.651)

Global Marketing Strategy
By: Roshendra Dhoj Khadka 1
SOMTU Part V: Designing the global marketing program-Organization and control of the global marketing program

Dyadic development of GAM

(Source: Hollensen & Banerjee, 2010, p.655)

Global Marketing Strategy
By: Roshendra Dhoj Khadka 1
SOMTU Part V: Designing the global marketing program-Organization and control of the global marketing program

Development of GAM

(Source: Hollensen & Banerjee, 2010, p.656)

Global Marketing Strategy
By: Roshendra Dhoj Khadka 1
 SOMTU Part V: Designing the global marketing program-Organization and control of the global marketing program

Controlling the global marketing program

g and coordinating the global m arketing programm e

Figur e 19.9 The firm’s budget and contr ol s ystem

The firm’s budget and control system

may give the necessary feedback for a possible reformulation of the global marketing
plan. The marketing budgets should represent a projection of actions and expected
results, and they should be capable of accurate monitoring and controlling. Indeed,
measuring performance against budget is the main (regular) management review
process, which may cause the feed back in Figure 19.9. (Source: Hollensen & Banerjee, 2010, p.662)
The purpose of a marketing budget is to pull all the revenues and costs involved1
Global Marketing Strategy
By: Roshendra Dhoj Khadka
 SOMTU Part V: Designing the global marketing program-Organization and control of the global marketing program
Im plementing and coordinating the global m arketing programm e

The marketing control system

Figur e 19.10 The marketing control s ys tem

(Source: Hollensen & Banerjee, 2010, p.664)

control. Above all they will needBy:to

Global be convinced
Marketing Strategy
Roshendra Dhoj Khadka
that the purpose of control is to 1
By: Roshendra Dhoj Khadka
SOMTU Part V: Designing the global marketing program-Organization and control of the global marketing program

Feedforward control

(Source: Hollensen & Banerjee, 2010, p.666)

Global Marketing Strategy
By: Roshendra Dhoj Khadka 1
 SOMTU Part V: Designing the global marketing program-Organization and control of the global marketing program

The
r e 19.12 The hierar chy hierarchy of sales
of s ales and control and control

(Source: Hollensen & Banerjee, 2010, p.667)

Global Marketing Strategy
By: Roshendra Dhoj Khadka 1
SOMTU Part V: Designing the global marketing program-Organization and control of the global marketing program

Global marketing budget

(Source: Hollensen & Banerjee, 2010, p.668)

Global Marketing Strategy
By: Roshendra Dhoj Khadka 1
SOMTU Part V: Designing the global marketing program-Organization and control of the global marketing program

Thank you

Global Marketing Strategy

By: Roshendra Dhoj Khadka 1