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1. M1 MANAGEMENT/MEEF/DFCGA 2016/2017 REIMS ET TROYES Rémi EVRARD 2.  S.HOLLENSEN,Global Marketing, 7thedition, Pearson, 2016  UNT: http://ressources.aunege.fr/…
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  • 1. M1 MANAGEMENT/MEEF/DFCGA 2016/2017 REIMS ET TROYES Rémi EVRARD
  • 2.  S.HOLLENSEN,Global Marketing, 7thedition, Pearson, 2016  UNT: http://ressources.aunege.fr/ ◦ Module de “stratégie marketing international”; B. WALLISER  Sur ScholarVox: (bureau virtuel/ressources @)
  • 3.  10hCM/ 10hTD  100% ECRIT TERMINAL ◦ 1H30:MINI CAS EN ANGLAIS+QUESTIONS DE COURS EN FRANCAIS
  • 4.  I) INTRODUCTION  KNIGHT (2000) ◦ A) L’internationalisation du marché  Very global industries ex: movies and aircrafts  Local industries are the more culture-bounded industries, like hairdressing and foods ◦ B) La préparation à l’internationalisation  SOLBERG (1997)
  • 5. SOLBERG, 1997: The nine strategic windows Source: Svend HOLLENSEN, Global Marketing, 7ed, Pearson 2016
  • 6.  II) Le développement du concept de marketing international  The EPRG framework (PERLMUTTER, 1969; CHAKRAVARTHY and PERLMUTTER, 1985)  R.DUBOS (1972) : « Think global, act local »
  • 7. The principle of transferring knowledge and learning across borders
  • 8.  The global integration/market responsiveness grid: the future orientation of LSEs and SMEs Source: Svend HOLLENSEN, Global Marketing, 7ed, Pearson 2016
  • 9.  The Integration/Responsiveness (IR) Grid (I) and industry types Source: http://pt.slideshare.net/
  • 10.  II) Le développement du concept de marketing international ◦ A) Les forces (ou pressions) pour une coordination/ intégration globale  SHETH and PARVATIYAR, 2001; SEGAL-HORN, 2002:  Marshall McLUHAN, 1967 : ‘Global village’ ◦ B) Les forces pour l’adaptation et la réactivité au marché
  • 11.  III) La chaîne de valeur comme modèle pour identifier les avantages compétitifs Shared Values SYSTEMS STRUCTURE STRATEGY STYLE STAFF SKILLS The Mc KINSEY 7-S framework (1982) : Shared Values should be a main determinant of the configuration of the value chain.
  • 12. Source: Svend HOLLENSEN, Global Marketing, 4ed, Pearson 2007
  • 13.  III) La chaine de valeur comme modèle pour identifier les avantages compétitifs  A) Le concept de chaîne de valeur (PORTER, 1985)  The value chain Source: Svend HOLLENSEN, Global Marketing, 5ed, Pearson 2011
  • 14.  B) L’internationalisation de la chaine de valeur A simplified version of the value chain Source: Svend HOLLENSEN, Global Marketing, 7ed, Pearson 2016
  • 15.  Centralizing the upstream activities and decentralizing the downstream activities Source: Svend HOLLENSEN, Global Marketing, 7ed, Pearson 2016
  • 16. IV) Le processus d’internationalisation des entreprises Le modèle d’Uppsala (Johanson et Wiedersheim-Paul, 1975; Johanson et Vahlne, 1977 ). Quatre entreprises suédoises (Sandvik, Atlas Copco, Facit et Volvo)
  • 17.  The Uppsala model (1975) Source: Svend HOLLENSEN, Global Marketing, 7ed, Pearson 2016
  • 18. Internalisation Marketing international Marketing global ? (produit, prix, distribution, communication standardisés) Marketing local ? (produit, prix, distribution, communication adaptés ) Marketing glocal ? (partiellement standardisé, partiellement adapté) OU
  • 19. The glocalization framework Source: Svend HOLLENSEN, Global Marketing, 7ed, Pearson 2016
  • 20.  Persil Black & Persil abaya (United Arab Emirates) = glocalization (same product, but different packaging and market communication) Source: Svend HOLLENSEN, Global Marketing, 7ed, Pearson 2016
  • 21.  I) L’environnement politique et légal ◦ Barriers in the political/legal environment Source: Svend HOLLENSEN, Global Marketing, 7ed, Pearson 2016
  • 22.  Three-step process of political risk analysis Source: Svend HOLLENSEN, Global Marketing, 7ed, Pearson 2016
  • 23.  Google is experiencing political risk in China Source: Svend HOLLENSEN, Global Marketing, 7ed, Pearson 2016
  • 24.  II) L’environnement économique Forms of economic integration in regional markets Source: Svend HOLLENSEN, Global Marketing, 7ed, Pearson 2016
  • 25. Major trading blocs as of 1 January 2015 (1/2) GNI:Gross National Income Source: Svend HOLLENSEN, Global Marketing, 7ed, Pearson 2016
  • 26. Major trading blocs as of 1 January 2015 (2/2) Source: Svend HOLLENSEN, Global Marketing, 7ed, Pearson 2016
  • 27.  III) L’environnement socioculturel The visible and invisible parts of culture Source: Svend HOLLENSEN, Global Marketing, 7ed, Pearson 2016
  • 28. The different layers of culture Source: Svend HOLLENSEN, Global Marketing, 7ed, Pearson 2016
  • 29. Note: Chinese is composed of a number of dialects of which Mandarin is the largest. Source: adapted from Phillips et al. (1994), p. 96. Official languages and spoken languages in the world
  • 30. US brand names and slogans with offensive foreign translations Source: Going International: How to Make Friends and Deal Effectively in the Global Marketplace, Copyright © Lennie Copeland and Lewis Griggs (Random House, 1985); all rights reserved.
  • 31. General comparative characteristics of cultures A) Le modèle « High/Low context » d’Edward T.HALL (1960) Source: Svend HOLLENSEN, Global Marketing, 7ed, Pearson 2016
  • 32. The contextual continuum of differing cultures Original source: Marketing Across Cultures, 3rd ed., Pearson Education Ltd. (Usunier, J-C. and Lee, J.A. 1999) Copyright © Pearson Education Ltd. Source: Svend HOLLENSEN, Global Marketing, 7ed, Pearson 2016
  • 33. The main non-verbal languages in international business Source: Svend HOLLENSEN, Global Marketing, 7ed, Pearson 2016
  • 34.  B) Le modèle de Geert.HOFSTEDE (1980)« the 6-D Model » Source: https://geert-hofstede.com/countries.html Click here
  • 35.  IV) Le processus de présélection ◦ A) Démarche et critères de présélection CRITERES PAYS A DONNEES COEFF NOTES PAYS B DONNEES NOTES POTENTIALITE Population PIB/hab 16 millions 3 5/20 66 millions 15/20 ACCESSIBILITE …. SECURITE ….. =MOY =MOY
  • 36.  B) Quelques critères de présélection des marchés ◦ 1) Critères de potentialité : évaluer la taille du marché (=les opportunités) ◦ 2) Critères d’accessibilité : évaluer les obstacles rendant l’exportation difficile ou coûteuse (=les contraintes) ◦ 3) Critères de sécurité : évaluer les risques
  • 37.  On peut regrouper les différentes formules de distribution en trois catégories : ◦ - I) La vente par intermédiaire (« Export modes ») ◦ -II) La vente en coopération (« Intermediates modes ») ◦ -III) La vente avec maîtrise de la politique commerciale ( « Hierarchical modes ») Contrôle
  • 38. Examples of the different market entry modes in the consumer market Source: Svend HOLLENSEN, Global Marketing, 7ed, Pearson 2016
  • 39. IV) Les facteurs influençant le choix d’un mode d’accès au marché Source: Svend HOLLENSEN, Global Marketing, 7ed, Pearson 2016
  • 40. Standardization and adaptation of the international marketing mix Source: Svend HOLLENSEN, Global Marketing, 7ed, Pearson 2016
  • 41. Analysis of a company’s standardization potential Source: adapted from Kreutzer (1988) Source: Svend HOLLENSEN, Global Marketing, 7ed, Pearson 2016
  • 42.  I) La politique produit The three levels of a product Source: Svend HOLLENSEN, Global Marketing, 7ed, Pearson 2016
  • 43. Source: Madame Tussauds. Madame Tussauds – a brand that brings people closer to celebrities on a global basis
  • 44. Source: Monsanto Europe S.A. Roundup – a global brand for multiple markets
  • 45. Source: https://www.hungryjacks.com.au/
  • 46.  II) La politique prix *PLC: Product Life Cycle Source: Svend HOLLENSEN, Global Marketing, 4ed, Pearson 2007
  • 47. Strategies for pricing a new product Source: Svend HOLLENSEN, Global Marketing, 7ed, Pearson 2016
  • 48. Note: EU prices are an average of prices in France, Germany, Italy, Spain and UK German car manufacturers are using ‘skimming’ price strategy in China Source: Svend HOLLENSEN, Global Marketing, 7ed, Pearson 2016
  • 49. Source: Emka74/Shutterstock.com. A ‘market pricing’ (‘mass point’) strategy in use: the Converse brand is making a comeback under Nike ownership
  • 50. Source: reprinted from European Management Journal, vol. 12, no. 2, Diller, H. and Bukhari, I. (1994) ‘Pricing conditions in the European Common Market’, p. 168. Structural factors of standardized versus differentiated pricing in European consumer goods markets
  • 51.  III) La politique de distribution Channel decisions Source: Svend HOLLENSEN, Global Marketing, 7ed, Pearson 2016
  • 52. Criteria for evaluating foreign distributors Source: adapted from Cavusgil et al. (1995);
  • 53. An example of distributor evaluation by the use of selection criteria Source: Svend HOLLENSEN, Global Marketing, 7ed, Pearson 2016
  • 54. Online share of all retail business (2015) Source: based on figures from Centre for Retail Research (www.retailresearch.org). Source: Svend HOLLENSEN, Global Marketing, 7ed, Pearson 2016
  • 55.  IV) La politique de communication Elements of the international communication process Source: Svend HOLLENSEN, Global Marketing, 7ed, Pearson 2016
  • 56. Advertisements for LEGO® Freestyle in the Far East Source: © 2010 the Lego Group
  • 57. Advertisements for LEGO® Freestyle in the Europe Source: © 2010 the Lego Group.
  • 58. Source: Svend HOLLENSEN, Global Marketing, 5ed, Pearson 2011
  • 59. Russia Source: Tine. Jarlsberg cheese – cross-border communication
  • 60. UK Source: Tine. Jarlsberg cheese – cross-border communication (Continued)
  • 61. US Source: Tine. Exhibit 17.5 Jarlsberg cheese – cross-border communication (Continued)
  • 62. Australia Source: Tine. Jarlsberg cheese – cross-border communication (Continued)
  • 63. Source: Kevork Djansezian/Getty Images. Ambush marketing strategy – Dutch Bavaria vs Anheuser Busch’s Budweiser during the FIFA World Cup 2010
  • 64. Source: WENN Ltd/Alamy Images. Ambush marketing strategy – Dutch Bavaria vs Anheuser Busch’s Budweiser during the FIFA World Cup 2010 (Continued)
  • 65. Source: youtube.com
  • 66. Source: youtube.com
  • 67.  To be continued….
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