Mondialisation

9827 mots 40 pages
Strategies for International Expansion a different approach for Trans National Firms and SME

IDRAC - Lyon

1

IDRAC - Globalization and Corporate Strategies

Objectives of the session








Understand the differences in the international growth pattern between small and medium size firms and large trans-national ones Review the corporate strategies for growth and the challenges raised by international expansion Understand how small and medium size enterprises can expand on foreign markets Understand how large trans-national enterprises deploy their strategies across the entire world

2

IDRAC - Globalization and Corporate Strategies

Agenda
A. B.

The value chain and corporate strategies: a reminder The internationalization process: the steps to export
I.

The strategic steps
1) 2) 3) 4)

Diagnostic Methodology for the study Marketing Plan Deployment Supporting organisms Specificities Prospection Risks and Solutions

II.

The techniques of International Trade
1) 2) 3) 4)

III. IV.

The impact of Internationalization on corporate offer, operations and organizations Conclusion: business as usual, but Multi-nationalization Mondialisation Globalization

C.

The next steps to Globalization
1. 2. 3.

D.

A continuous process - Different stages for companies according to their size and global market share
IDRAC - Globalization and Corporate Strategies

3

A. The Value Chain and Corporate Strategies

4

IDRAC - Globalization and Corporate Strategies

The value chain

Channel mix

Enterprise

Product mix

The Offer mix Marketing

Production

Communication mix

The Demand Customer mix

Pricing mix

Purchase Human Resource Supply chain Finance

Suppliers
5

Administration

Financing system

Partners

Community

IDRAC - Globalization and Corporate Strategies

Reminder on the marketing mix
Communication mix

Sales Promotion

Advertising Offer Mix Products Enterprise

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