Prepared by:

Sheryl Deguidoy
Karen Gañenas
 GLOBAL MARKETING
Defined as the process of adjusting the
marketing strategies of your company
to adapt to the conditions of other
countries.
THE MARKETING MIX IN GLOBAL MARKETING
1. Product — refers to the item actually being sold. The product must deliver a minimum level
of performance; otherwise even the best work on the other elements of the marketing mix
won't do any good.

USA KOREA
 THE MARKETING MIX IN GLOBAL
MARKETING

 Price — The price of a product varies based on factors

such as costs of production, target segment, and
supply-demand dynamics. There can be several types
of pricing strategies, each tied in with an overall
business plan. Pricing can also be used as a
demarcation, to differentiate and enhance the image
of a product.[6]
 Price will always vary from market to market.
 THE MARKETING MIX IN GLOBAL
MARKETING

 Place
— How do customers in the locality
make their purchases?
 Promotion — Activities undertaken to make the
product or service known to the user and trade
including advertising, word of mouth, press
reports, incentives, commissions and awards to
the trade
GLOBAL MARKETING
RESEARCH
WHAT IS GLOBAL MARKETING RESEARCH?

 Itis the systematic design, collection,

recording, analysis, interpretation, and
reporting of information pertinent to a
particular marketing decision facing a
company operating globally.
 PRIMARY RESEARCH

 is research you conduct yourself (or hire someone to do for you.) It involves going
directly to a source – usually customers and prospective customers in your target
market – to ask questions and gather information.

Examples of primary research are:

 surveys
 Focus group
 Interviews
 Observation
 Experiments, Field trials
 When you conduct primary research, you’re
typically gathering two basic kinds of information:

 Exploratory. Exploratory research is defined as a research used to investigate a

problem which is not clearly defined. It is conducted to have a better understanding
of the existing problem, but will not provide conclusive results. For such a research, a
researcher starts with a general idea and uses this research as a medium to identify
issues, that can be the focus for future research.
 Specific.is a method used when gathering primary information for a market survey
where targeted customers / consumers are asked very specific and in-depth
questions geared toward resolving problems found through prior exploratory
research.
 SECONDARY RESEARCH

 isa type of research that has already been

compiled, gathered, organized and published by
others. It includes reports and studies by
government agencies, trade associations or other
businesses in your industry.
Some examples of secondary market
research sources

 Census data collected by the government

 Other population demographics collected by
municipal, provincial or federal government agencies
 Reports issued by research institutions
 News reports
 Academic journals
 Newsletters
 Magazines and newspapers
 Disadvantages of Primary Research

1. Cost
 Compared to secondary research, primary data may be very expensive since there is a
great deal of marketer involvement and the expense in preparing and carrying out
research can be high.
2. Time Consuming
 To be done correctly primary data collection requires the development and execution of
a research plan. Going from the starting point of deciding to undertake a research
project to the end point of having results is often much longer than the time it takes to
acquire secondary data.
3. Not Always Feasible
 Some research projects, while potentially offering information that could prove quite
valuable, are not within the reach of a marketer. Many are just too large to be carried
out by all but the largest companies, and some are not feasible at all.
Disadvantages of Secondary Research

 Availability
 Reliability
 Comparability of Data
 Validity of secondary data
GLOBAL MARKETING RESEARCH PROCESS
is a step wise process and a systematic methodology for informing business
decisions.

 Step 1. Identifying the Information Requirement

 Step 2. Defining the Problem & Objective
 Step 3. Developing a Research Plan
 Step 4. Collecting Data
 Step 5. Analysing Data
 Step 6. Presenting the reach findings
GLOBAL HUMAN RESOURCE
MANAGEMENT
GLOBAL HUMAN RESOURCE MANAGEMENT

-The process of employing, deploying and rewarding people in

international/ global organization. An organization in which
operations takes place subsidiaries overseas, or manages its
business internationally.

It combines knowledge of business, culture, history, and

social practices to help companies find their niches in the
international community.
 FIVE MAIN FUNCTIONS OF GLOBAL
HUMAN RESOURCE MANAGEMENT

1. Staffing and Recruitment

2. Salaries and Compensation Packages
3. Training and Development
4. Administrative Tasks
5. Employee Relations
 Ten Steps to a Global Human Resources
Strategy

1. Break all the “local national" glass ceilings

2. Trace your lifeline
3. Build a global database to know who and where
your talent is
4. Construct a mobility pyramid
5. Identify your leadership capital
 Ten Steps to a Global Human
Resources Strategy

6. Assess your bench strength and skills

gap
7. Recruit regularly
8. Advertise your posts internally
9. Institute succession planning
10.Challenge and retain your talent
V. FACTORS AFFECTING GLOBAL HR
Political
Economic

Culture
Laws and
Regulations

Technical
Advancement
 PROBLEM FACED IN GLOBAL HRM:

1. Training and Development

2. Recruitment and selection
3. Career planning and management
4. Compensation and benefits
policies
 RECRUITMENT/ SELECTION in International
Staffing Policy
Types of Global Staff Members
 Expatriate- employee working in a firm who is not a citizen of the country in which
the firm is located but is a citizen of the country in which the organization is
headquartered.
 Host Country- employee’s nationality is the same as the location of subsidiary.
 Third country – citizen of one country, working in a second country, and employed
by an organization headquartered in a third country.
 APPROACHES TO GLOBAL STAFFING OR TOP
MANAGEMENT VALUES

1. Ethnocentric Staffing- companies primarily hires expatriates

to staff higher-level foreign positions.

2. Polycentric Staffing- When more host-country nationals are

used throughout the organization, from top to bottom.
 APPROACHES TO GLOBAL STAFFING OR
TOP MANAGEMENT VALUES

3. Regiocentric Staffing- Regional group of subsidiaries

reflecting organization’s strategy and structure work as
unit.

4. Geocentric Staffing- uses worldwide integrated

business strategy. Chooses the best person to work at
subsidiary. Manager selection is based on competency not
on nationality.
 CRITERIA FOR SELECTION OF EMPLOYEES
FOR FOREIGN ASSIGNMENTS

 Competency in the employee’s area of expertise.

 Ability to communicate verbally and nonverbally in the foreign country.
 Flexibility, tolerance of ambiguity, and sensitivity to cultural differences.
 Motivation to succeed and enjoyment of challenges.
 Willingness to learn about the foreign country’s culture, language, and
customs.
 Support from family members.
 STAGES IN EXPATRIATION SELECTION
1. Planning Phase
a) Identify the mission/ duration 3. Mid- Assignment Phase
b) Compensation or Benefits

2. Selection Phase 4. Evaluation/ Reward Phase

a) Approval of the company
b) Knowledge/ technical skills/
International Experience
c) Personality/ Adaptability Screening 5. Repatriation Phase
d) Contract Assignment
e) Training/ Consultation Phase
f) Work Visa
g) Pre- Departure Orientation 6. Assessment Phase
X. EXPATRIATE PREPARATION AND DEVELOPMENT
PROGRAM
Expatriate Preparation And Development

Prior to Departure: During Assignment: Near Completion:

Orientation and Continual Repatriation
Training Development Orientation Training

Language Expanding Skills Lifestyle

Culture Career Planning Workplace
History Home-Country Employees
Local Customs Development
Living Conditions
 COMPENSATION FOR HOST-COUNTRY
NATIONALS

Factors to consider:
a) Minimum wage requirement which differs
from country to country.
b) Working time information and holidays.
c) Overtime payment and restrictions.
d) Benefits and severance practices.
 Domestic HRM Vs Global HRM:

 Dowlinget al (1993) suggest that global HRM differs

from domestic HRM in the following factor:
 Global HRM involves more functions and activities.
 It has broader scope and a global view of issues.
 Employees’ lives are more involved i.e. employees’
family lives are also taken into consideration in the
international relocation and training decisions.
 Domestic HRM Vs Global HRM:
 Itinvolves change in emphasis as the
domestic business evolves to become
global firm.
 Itinvolves exposures to risk that arise out
of different political, socio-economic,
cultural environments.
 Itis subject to more external influence in
the form of state actions, ideological,
cultural difference across the nations.