Class Objectives:
Global Marketplace
Globalization of Customers & Competitors
Identifying Products/Services for International
Expansion
Choice of Strategic Markets. Emerging Markets
Finding Partners. International Alliances
Partnerships and Joint Ventures
Segmentation, Targeting and Positioning in the
Branding Across Cultures
Global Advertising
seremenko@ucsd.edu, 2017
ENG 207 Global Marketing
Case: Hyundai
Mini CASE:
JV: 2008,
first store: 2010
Do market research!
seremenko@ucsd.edu, 2017
ENG 207 Global Marketing
Model: Chesbrough & Rosenbloom
© Vadim Kotelnikov
Growth Value
Strategy Proposition
Competitive
Strategy INNOVATION Market
Segments
New
Customers
New
h y
a p
r
e og
G
Existing New
Products
seremenko@ucsd.edu, 2017 Roberts, et al, New Business Ventures and the Entrepreneur, HBS, 2007
ENG 207 Global Marketing
seremenko@ucsd.edu, 2017
ENG 207 Global Marketing
Global segmentation:
seremenko@ucsd.edu, 2017
ENG 207 Global Marketing
Product
Adapting a product to Benefits of
the unique demands of standardization; consistent
a country market global brand image
Mandatory adaptations
(voltages in U.S. vs. Europe)
Discretionary adaptations
(cultural adaptations)
seremenko@ucsd.edu, 2017
ENG 207 Global Marketing
seremenko@ucsd.edu, 2017
ENG 207 Global Marketing
seremenko@ucsd.edu, 2017
ENG 207 Global Marketing
Sull, 2004
seremenko@ucsd.edu, 2017
ENG 207 Global Marketing
Keys to Positioning…
seremenko@ucsd.edu, 2017
ENG 207 Global Marketing
China's 'Rent-a-Foreigner'
industry is booming
Product Design
Advertising
Establishing a
brand name
seremenko@ucsd.edu, 2017
ENG 207 Global Marketing
Branding
Simple
Unique/distinctive
Intuitive
seremenko@ucsd.edu, 2017
ENG 207 Global Marketing
seremenko@ucsd.edu, 2017
ENG 207 Global Marketing
seremenko@ucsd.edu, 2017
ENG 207 Global Marketing
http://www.thelocal.de/20130503/49499
www.theblaze.com/stories/2012/12/27/atheists-get-soles-the-clever-and-vulgar-way-one-shoe-
seremenko@ucsd.edu, 2017 company-is-targeting-the-godless
ENG 207 Global Marketing
seremenko@ucsd.edu, 2017
thesun.co.uk
ENG 207 Global Marketing
businessinsider.com/eye-tracking-study-2011
seremenko@ucsd.edu, 2017
ENG 207 Global Marketing
seremenko@ucsd.edu, 2017
ENG 207 Global Marketing
seremenko@ucsd.edu, 2017
ENG 207 Global Marketing
seremenko@ucsd.edu, 2017
ENG 207 Global Marketing
seremenko@ucsd.edu, 2017
ENG 207 Global Marketing
seremenko@ucsd.edu, 2017
ENG 207 Global Marketing
seremenko@ucsd.edu, 2017
ENG 207 Global Marketing
seremenko@ucsd.edu, 2017
ENG 207 Global Marketing
Promotional tools:
seremenko@ucsd.edu, 2017
ENG 207 Global Marketing
Posted on Ted
seremenko@ucsd.edu, 2017
Bi-weekly option:
ENG 207 Globalweek 9!
Marketing
New product/service
New technology
New market
Smart Watch
seremenko@ucsd.edu, 2017 Global Market Trend Forecast