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Presented By Leonard Jaspal Singh Salman Habib Jahanzeb Tareen Jason Jose

Global Marketing - Insight


In Hong Kong, a German business person is driving a Lexus; hes wearing Bruno Magli shoes, Irish cashmere socks, Calvin Klein underwear, an Armani suit, with a Gucci belt. He has a Mont Blanc pen, in his Italian shirt. Hes going to meet an American investor at a KFC restaurant, for a Coke. After lunch, they stop for a BaskinsRobbins (actually a foreign firm) ice cream sundae. --- OK, thats a stretch. When he gets home, sitting on an ottoman, he has an Absolut vodka nightcap, while listening to American country western music.

Global Marketing - Insight


This is the process of conceptualizing and then conveying final products and services worldwide with the help of reading the international marketing community. Source; G. Albuum, J. Strandskov, E. Duerr (2002).

FACTORS THAT HAVE FAVOURED GLOBAL MARKETING


Lower Trade barriers and investments (WTO) Improved transport and logistics (cost). Entrepreneurial innovations and technological improvements Source: R. Bennett and J. Blythe (2002)

GREGGS INTRODUCTION
Formed in the 1930s by John Greggs. First shop opened in 1951. 1970s expanded to scotland, Yorkshire and North West. Floated on the stoke exchange. 1990 it was a national business. Over 1,480 shops, 10 bakeries and employees over 19,000 serving 6 million customer/week. Sales sandwiches, bread, rolls, savouries etc. source: www.greggs.co.uk

GREGGS CURRENT STRATEGY


Organic growth 600 new stores Creating 6000 new jobs Caring for the environment

SLEPT ANALYSIS
Social Analysis Legal Analysis Economic Analysis Political Analysis Technological Analysis

Social Analysis
INDIA Over 800 languages Hindu Religion (80% Hindu) Cluster based Business culture UK English is main language Christian Religion Widespread business culture

Legal Analysis
INDIA Import-Export barrier Investment benefits Health & Safety department UK Foreign trade barriers Foreign investment rules are hard

Economical Analysis
INDIA Developing (higher GDP 9.3%) Week currency Exchange rate (lower initial investment cost) Cheap raw material UK Developed (lower GDP 2%) Strong currency Higher initial investment cost Expensive to buy raw material

Political Analysis
INDIA Pure Democratic nation Two nationwide political parties (INC and BJP) State level parties UK Democratic Monarchy Only three main political parties (Conservative party, Labour party and Liberal Democrats).

Technology
A powerful force drives the world toward a converging commonality, and that force is technology (Prof. Ted Levitt, HBS, 1983)

Technological Analysis
INDIA Promotion resource (TV, Radio, Newspaper, Brand endorsement, ad agencies ) Affordable (cheap) workforce Less trust on internet marketing because of lack of infrastructure, information and security UK Promotion resource (TV, Newspaper, Brand endorsement, ad agencies ) Higher cost of technical workforce People prefer to buy online

Market Entry Strategy


Vision and Mission Positioning Value Proposition Brand Target Segments

Market Entry Strategy (cont.)


Indirect Export-Thru export and thru others. Direct Export-Handle own exports. Licensing-License a foreign company to use trademark, manufacturing process, trade secret, or other item for a fee or royalty. Direct Investment- Direct ownership. Joint Ventures- Join with local investors

Market Entry Strategy (cont.)


Joint Ventures -- Join with local investors to create venture. Advantage
Low investment cost Ease of Access of Market Better Market Understanding Best use of Resources (Local)

MARKETING MIX Product


UK For Indian Market Halloween (bat biscuits Vegetarian products and cup cakes) (Vegetable mac curry, veg. burger, Cheese Breads and rolls salsa wrap) Savories (pasties & Non-vegetarian sausages) (chicken mc grill, Sandwiches chicken mc curry, fish Hot drinks sandwich)

Price
Offer low prices (due to the level of income and standard of living) Domestic/distributed production (because of cheap labor and raw material) Focus on franchising

Place
Divide the market geographically (due to difference in customer preferences) Start business from metropolitan cities (because of income level, population, easy to reach/access the market due to better infrastructure)

Promotion
Online Promotion
Social networking (Facebook, blogs etc.) Multi lingual website (to deliver correct information about products)

Offline Promotion
Newspapers Bill boards T.V. Radio Street vendors

Promotion (cont.)
Local knowledge essential on initial entries:
Integrated market communication Trade and consumer sales promotion Sales management Trade shows

Distribution channels
Manufacturing in India (divide the market in segments) Directly ship products to shops

Distribution Channel

Conclusion
Overview Entry Strategy Market Analysis Conclusion

Recommendation
Change of Product Line Change of Marketing Strategy Multiple Distribution Channels

References
The Economic Times, May 31, 2011 The Guardian, October 05, 2011 Web Url : http://www.greggs.co.uk Web Url : http://www.greggsfoundation.org.uk BBC News: October 11, 2009 Daily Mirror, August 12, 1008 Web url : http://corporate.greggs.co.uk Language in India: August 01, 2010 The food of Habits of a nation : The Hindu Theodore Levitt. The Globalization of Markets (Harvard Business Review 61, May June 1983) Kotler & Keller Marketing Management 2008

R. Bennett and J. Blyth (2002). International Marketing. 3rd edition. Kogan Page Limited. London UK G. Albaum, J. Strandskov, E. Duerr (2002).International Marketing and Export Management. 4th edition. Pearson Education Limited. Harlow England. - W.J.Keegan and M.C.Green (2008). Global Marketing. 5th edition. Pearson Education Limited. Harlow England. www.bbc.co.uk www.subway.com www.mcdonaldindia.com

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