global business 全球商务

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1.4 The choices of different strategies
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Introduction
Global standardization
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2.1 McDonald's Corporation
• largest chain of fast-food restaurants around the world
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5.2 The Siemens company as a example
• A German multinational conglomerate company • The largest engineering company in Europe and also a successful multinational enterprise
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5.4 Siemens in China
1. SMART strategy
4. human resource management
2. M3 market strategy
3. R&D
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Introduction
Global standardization
1927
1948
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2003
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3.4 The brand naming localization
Ke Kou Ke Le
Translation Coca-Cola
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3.6 The Packaging localization
• Introduced the glass bottles, plastic bottles and other different materials or different capacity of packaging to meet the demands of people in different occasions.
2. Localiza tion strategy 5. The evolutio n of strategy
1. Global standardi zation strategy
3. Internati onal strategy
4. Transna tional strategy
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Introduction
Global standardization
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Localization strategy
International strategy
4.1 International strategy
• sell products all over the world and don’t have very powerful competitors
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3.2 Four localization characteristics
• • • •
the product localization; the marketing localization; the localization of human resources; research and development localization.
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4 5 6
Localization strategy
International strategy Transnational strategy
Evolution of strategy
5.1 Evolution of strategy----IKEA
• The adjustment of strategy to reduce costs.
• Sales high fillet-o-fish
• located in the Muslim countries of McDonald's
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Introduction
Global standardization
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Localization strategy
4. the Franchisee has the personnel 5. provide technical and sales guidance on its products and services
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2.3 For example
Brief introduction
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2.2 Global standardization strategy
McDonald's
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2.3 Different entry mode
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5.3 A very strict standard
• “one fits all” • “TIA” (Totally Integrated Automation) • The other rules in Siemens.
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1.3 Five global business strategies
• It is becoming increasingly important for global companies to develop business strategies to adapt to this new era. • five business strategies of global companies.
3.1 Localization strategy
• Not only as foreign invaders, but as a member of the inherent, adapting the target market into the local culture
Brief introduction
1. follow in the international market with standard product or management guidelines 2. make full use of foreign resource and capital
3. chartered enterprise funds by raising hardy join
• set factories in every country they do business with.
Brief introduction
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4.2 Xerox and Canon as an example
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Introduction
Global standardization
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Localization strategy
International strategy Transnational strategy
5.1 Transnational strategy
• The flow of skills and product offerings should not be all one way, from home country to abroad. • Instead, the flow should also be from foreign subsidiary to foreign subsidiary. Brief introduction
• Now, Coca Cola’s investment in China exceeds $1,200,000,000, in Chinese mainland it has built 28 bottling companies and 34 factories and has more than 20,000 employees
Coca Cola
a good case on
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3.2 Coca Cola's localization strategy in China
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