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GLOBAL COMPETITIVE
ANALYSIS
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Global Competitive Analysis
Chapter Eight
Overview
1. Information Technology and
Global Competition
2. Global Strategy
3. Global Marketing Strategy
4. Regionalization of Global
Marketing Strategy
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1.
Information Technology and
Global Competition
Real Time Management
On-Line Communication
“Internet” Organization
Faster Product Diffusion
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2. Global Strategy
Global Industry
• Exhibit 8-1 Industry Globalization Drivers
Market Globalization Drivers
• Common Customer Needs
• Global Customers and Channels
• Transferable Marketing
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2. Global Strategy (cont)
Cost Globalization Drivers
• Global Economies of Scale and Scope
• XXXXXX
• Steep Experience Curve
• Global Sourcing Efficiencies
• Favorable Logistics
• Differences in Country Costs
• High product Development Costs
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2. Global Strategy (cont)
Government Globalization Drivers
• Favorable Trade Policies
• Compatible Technical Standards
• Common Market Regulations
• Government-Owned Competitors
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2. Global Strategy (cont)
Competitive Globalization Drivers
• High Exports and Imports
• Competitors from Different Continents and Countries
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2. Global Strategy (cont)
Competitive Structure
• Exhibit 8-2 Nature of Competitive Industry Structure
• Industry competitors • Potential entrants
• The bargaining power of suppliers • The bargaining power of buyers
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2. Global Strategy (cont)
Hypercompetition
• Cost and Quality
•Exhibit 8-3 The Price/Quality Trade-off and the Ultimate Value Point
• Timing and Know-how • Strongholds
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3. Global Marketing Strategy
• Exhibit 8-4 Variation in Content and
Coverage of Global Marketing
Benefits of Global Marketing
• Cost Reduction
• Improved Products and Program Effectiveness
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3. Global Marketing Strategy
(cont)
Limits to Global Marketing
Exhibit 8-5 Degree of
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4. Regionalization of Global
Marketing Strategy
Cross-Subsidization of Markets
Identification of Weak Markets
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