As globalization increases, a global strategic perspective will be as important for big companies as for those of medium size. The fast flow of information around the world has caused people to be more conscious of the tastes, preferences, and life styles of the citizens in other countries. By means of this flow of information, we are all getting to be - at different speeds and speaking from an economic perspective global citizens. Nowadays more and more economies have opened their borders to deal and to invest abroad. Specific elements of a strategy, such as market coverage or production specifications can become global. But strategies that are global in all of its aspects are few. To successfully turn a global vision into reality, a company must carefully outline what means for its particular business to go global. This depends on the industry, product, or service, and the extension at which total success requires an internal condition in different parts of the world. So, it is important to recognize that globalization is different for every company or industry. Globalization forces a company to rethink its strategic attempt, global architecture, central competitions, and their complete common product and service mixture. The results can cause dramatic changes in the way the company does business, with who, why and how. So there are five factors that every company needs to be aware of when going global, these are dimensions with the goal of developing and to maintaining a global competitive advantage. In essence, these decisions determine a focus on continuous strategy. These factors are market participation, product/services, intensity and focus of the company's activities, government's role in the country to export, and coordination in the decision making of the market.
When talking about market participation, a key interrogative for many companies is "In how many and what countries or regions we would have to compete?" Few companies can afford to enter all the markets available for them. Even the big companies, such as General Electric, have to execute strategic discipline when choosing the markets that measure the relative advantages of a direct or indirect presence in a particular country. For middle size industries, the choices are smaller. The key to have global competitive advantages lies on creating a global resource network through alliances with suppliers, clients, and even competitors. Going global takes a lot of time and money. According to the economist George Yip, experience suggests that the path to overseas expansion is determined by demand.
With businesses fast emerging and competition strict as ever, most businesses seek ways to expand internationally in order to ensure their position in the competitive market. Although globalization-the shift toward a more interdependent and integrated global economy- creates more opportunities for international business, some business attempt to expand blindly in a different country without considering issues such as culture clash, other businesses tackle the competition through strategic changes in order to accustom to the new culture.
Saturation of domestic markets and the need by firms to diversify their markets have provided firms with the need to go international (MA sum, & Fernandez, 2008). Internationalization can be defined as the act by companies to explore international markets, although there has not been a clear definition of internationalization (Andersen 1997, p.28). Internationalization is a huge decision by firms and the wrong strategy can lead to ultimate fall of the organization. Internationalization allows firms and companies to own or control businesses and activities in several countries; a process that affects the whole organization making it more international (Dunning, 1993) and by going international, companies can gain competitive
Global marketing refers to the worldwide ‘the firm’s commitment to coordinate its marketing activities across national boundaries in order to find and satisfy global customer needs better then competition’ (Hollensen, 2014). Satisfying those customers needs was previously seen a a ‘global dilemma’ (Mukoyama, 1996) between standardisation and adaptation. Yet, a third option has emerged: the glocalisation approach. Glocalisation emphasises the need to adapt to country-specific characteristics as well as the standardisation of parts of a firm’s activities to sustain global competitive advantage (Hollensen, 2011; Sharma, 2009). The sources used for this essay comprise academic articles, case studies and the use of global marketing textbooks.
Companies always face a limitation of financial resources; however, they have to keep investing in order to improve their profitability, market share and consequently the capital base. Such activities that the company does to improve the core value of their products is referred to as the core activities. As compared to the peripheral activities which add minimal value to the organization, core activities are strategic activities that provide competitive advantage for the business (Jacques, 2006). Most companies have decided to invest in the global market in order increase their market share. However, the global competition has become more complicated with the reduction of international communication and transport costs. New markets continue to open and the global landscape has created new threats as well as opportunities. According to Fletcher & Seminara, (2014) in order to achieve maximum profitability; multinational companies should be organized into divisions or geographic locations in order to assist the company to achieve its goals and objectives. The company must also be willing to have joint partnerships with other companies so as to strengthen its base in the international market.
All sizes and types of companies can take advantage of the globalization of markets with the following potential benefits such as 1) reduced marketing cost by distributing and promoting the standard products or services globally with standardized approach (e.g. Coca-Cola and McDonald’s companies, 2) bigger market opportunities to increase revenues with access to broader coverage in the global marketplace, 3) enable more stable income with diversify markets globally for better granularity to compensate the impact of certain seasonal goods or services from only one domestic market, 4) lower risk from inconsistent or unexpected short product life cycle
Investing or venturing into the international market involves critical analysis of the internal and external environment in which the company operates. Usually, a company will decide to venture internationally due to a saturated market or fierce competition in the current country of operation. The demand for a company’s products may have diminished as a result of an economic crisis thus the company will target a foreign market to sustain its sales. In other words, the firms expand internationally to seek new customers for its products. For example, the current Euro zone crisis led to low demand in Europe and many companies extended their businesses to emerging markets where demand was high. A company may also venture in the international market to enhance the cost-effectiveness of its operations especially for manufacturing companies that will benefit from low costs of production in developing world. Global expansion is a long term project as it involves demanding logistics to be successful. Thorough research must be undertaken to ensure that the expansion will create value for share...
Global marketing strategy is an enterprise from the perspective of the world to examine the production, distribution, and all other marketing activities, according to the principle of optimization, the different companies in different countries to organize themselves at the lowest cost, optimization of marketing programs to meet the market needs. Its purpose is to emphasize the marketing of international comparisons. Global marketing strategy to break the concept of borders, from the world market scope to consider the development of marketing strategies in order to achieve the enterprise’s overall competitive advantage.
Today, many companies enter the global market, and some companies have become extremely successful in the global marketplace and others still struggling. In Theodore Levitt’s article “The Globalization of Markets”, he states that a well managed corporation focuses on selling standardized products with high quality and low priced instead of focuses on selling on customized products with high cost. Levitt defines the differences between multinational corporation and global corporation, and adopts many specific examples to proves his view. He defines the multinational corporation who operates in many countries and adjust its product based on the taste of specific region. This will result in a high cost to produce the product because company have to input more resource into each individual product. However, global corporation sells similar product worldwide at relative low cost. According to Levitt, the cultural differences are becoming more and more “homogenized”; therefore, becoming a global corporation will lead to the successful of the company in the global market.
Global segment include relevant new global markets, existing market that are changing, important international political events, and critical cultural and institutional characteristic of global market. When company entering the global, it automatically can increasing number of people believe or consumer in the multiple nation and this si...
"Businesses when entering foreign markets must 'Think Globally, Act Locally,' effectively using the concept of the international product life cycle, and improve value chain activities to sustain their competitive advantages" (Industry-Specific Competitiveness Of A Nation).
Svensson, G., 2001. 'Globalization' of Business Activities: A 'Global Strategy' Approach, Management Decision, 39(1), pp.6-18.
In week five we learn about the importance of globalization and how it can help your company’s profits grow. There are many things to look at when selling globally as different cultures need to be looked at differently when making a marketing strategy. If you understand how to market your products to different cultures in different countries you can take advantage of the profits that can be made through globalization.
The most important external driving forces of an increasing internationalization are the openness to new markets due to liberalization and deregulation, further development in technologies and logistics, as well as shorter product life cycles, and a homogenous consumer behavior whereas internally the strategic-focused attitude of companies represents an essential factor.
The world is experiencing a third wave in the economy and many changes are taking place. One of these changes is the growing corporation that decides to go global. Most U.S. companies, both large and small, are rapidly acknowledging the necessity of global marketing. The demand for foreign products in the fast-growing economies of Europe, South America, Asia, and Pacific Rim nations offer one example of the benefits of global thinking. One company that has adapted to this new economy by globalizing has been Whirlpool.
With the globalization of a product, a company might benefit in many ways. First, by sifting its production or services overseas, the company can reduce its overall production costs due to availability of low-cost labor. Second, working collectively with other companies overseas allows companies to access technical knowledge or resources that are either unavailable or are too expensive at home.