INTERNATIONAL

BUSINESS STRATEGY
Instructor: Linh Nguyen
GENERAL LEARNING OUTCOMES

International strategy

Country/industry attractiveness

Entry mode

Operational Strategy
CAREER OPTION IN MARKETING FIELD
KEY LEARNING OUTCOME

How global brands adjust

marketing campaigns to
adapt local markets ?
GLOBAL BRANDS STORIES

Foods & Drinks FMCGs

Edible insects in Western markets

Clothes
STARBUCK IN JAPAN
EDIBLE INSECT PRODUCT IN WESTERN
MARKETS
 REACHING RURAL
CONSUMERS IN ASIA MARKET
TRADITIONAL TRADE

Wet markets Street vendors

Mom &pop stores

MORDEN TRADE

Convenient stores
Supermarkets

Hypermarkets
TRADITIONAL vs MODERN TRADE IN ASIA
Retail channel shares in Asia (including India) Weighted Share of Trade
MORDEN TRADE VALUE SHARE %
RETAIL CHANNELS

Long distribution channel

• Fragmented retail system promotes growth of wholesalers
and retailers
• Firms go through intermediaries such as wholesalers to
cut selling costs
Short distribution channel
• Concentrated retail system
• Firms deal directly with retailers
RETAIL CHANNELS IN ASIA

It’s fragmented
• Firms go through intermediaries
such as wholesalers to cut selling
costs
• Customers do not receive a
consistent experience across
channels
UNILEVER DISTRIBUTION STRATEGY
KEY LEARNING OUTCOME

“The secret of any global brand success is cultural understanding”