Part 5 Global Marketing Strategies Resource Person MATHISHA - - PowerPoint PPT Presentation

Part – 5 Global Marketing Strategies

MATHISHA HEWAVITHARANA MBA (Col),BBA Sp.Mktng (Col), PPG DIP. In Mktng (UK), MCIM (UK), Chartered Marketer (UK), Practicing Marketer (SL), ACMA, CGMA CIMA (UK), DBF (IBSL), AIB (IBSL), MSLIM(SL), Head of Branches - Siyapatha Finance PLC

Resource Person

Chapter Contents

• Global Market Entry
• Critical Success Factors
• Gantt Chart
• Financial Performance Forecast
• Monitoring & Controling

What is a Global Firm

A global firm is one that operates in more than one country and captures R&D, production, logistical, marketing, and financial advantages in its costs and reputation that are not available to purely domestic competitors.

Reasons for Global Market Entry

• Better profit opportunities
• Larger customer base to achieve economies of scale
• Less dependence on a signal market
• Desire to counter attack global competitors in their home markets
• Customers who are willing to consume international products
• Government policies encourage and incentivize globalization

Risks Faced in Global Market Entry

• Lack of knowledge of foreign culture
• Lack of understanding of foreign needs
• Lack of understanding of foreign regulations
• Lack of managers with international expertise
• Changes in the country business environment
• Lack of competencies

Five Modes of Entering in to Foreign Markets

• Indirect exporting
• Direct exporting
• Licensing
• Joint ventures
• Direct investment

Critical Success Factors

• Critical Success Factors re the Mandatory requirements to

be fulfilled / Achieved in order to reach set objectives;

Gantt Chart

• Gantt Chart is a Project Scheduling chart introduced by Henry

Gantt in year 1910 which basically tracks / schedules different stages of a project to be completed within a pre- determined time frame.

• Action Plans are developed parallel to the Gantt chart by

assigning specific responsibilities to individuals in completing those tasks.

Financial Forecasting

Predicted Financial Status to be Achieved with in a pre-determined time line.

• Initial Set Up Cost
• Sales Forecast (Business Volume / Number of Units)
• Total Cost of Sales
• Gross Profit / Net Profits
• Break Even Analysis (Total Cost = Total Income)
• Business Volume / Number of Units

Monitoring & Controling

• Once Strategic Plan is set in place and implemented,

Organization needs to continuously and periodically make sure that the set targets are met accordingly.

• If performance varies from the set direction, Organization

must take immediate action to rectify the situation via contingency strategic moves.

Chapter Contents

• Global Market Entry
• Critical Success Factors
• Gantt Chart
• Financial Performance Forecast
• Monitoring & Controling

Thank You ! 0773 – 29 20 29 mathihewa@yahoo.com