TAILIEUCHUNG - Lecture Strategic market management: Chapter 14 - David A. Aaker

Chapter 14 - Global strategies. This chapter presents the following content: Motivations underlying global strategies, standardization vs. customization, expanding the global footprint, strategic alliances, global marketing management. | Chapter 14 - Global Strategies PPT 14- Global Strategies Chapter Fourteen A Global Strategy Global perspective to realize Synergies Economies of scale Strategic flexibility Opportunities to leverage insights, programs and production economies Chapter 14 - Global Strategies PPT 14- Global Brand Associations Access Low-Cost Labor/Materials Access National Investment Incentives Cross- Subsidization Access Strategically Important Markets Dodge Trade Barriers Obtaining Scale Economies Figure Global Strategy Motivations Global Strategies Standardization Leverage great branding and marketing Economies of scale Better resources are available Easier to manage brands Standardization Not Always Optimal Market share positions Government contexts Brand images Customer motivations & responses Distribution channels Local heritage Preempted position Goal is Not standardization but Strong brands Global brand management to create global strategies Expanding the Global Footprint A strong .

• Quản trị kinh doanh
• Strategic market management
• Lecture Strategic market management
• Quản lý thị trường chiến lược
• Strategic analysis
• Global strategies
• Competitor analysis
• Strategic groups
• Environmental analysis
• Strategic uncertainty
• Market analysis
• Submarket analysis
• Customer analysis
• Internal analysis
• Sustainable competitive advantage
• Business strategy challenges
• Strong brand relationship
• The customer’s sweet spot
• Energizing the business
• Leveraging the business
• The mirage of synergy
• Creating new businesses
• Managing category perceptions
• The business portfolio
• Strategy structure