百事全球营销策略.ppt

,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Company Logo,*,Click to edit Master title style,GLOBALIZATION,Company Logo,Definition,Globalization,is an umbrella term for a complex series of economic,social,technological,cultural and political changes seen as increasing interdependence,integration and interaction between people and companies in disparate.,is the process of increasing economic integration between two countries,leading to the emergence of a global marketplace or a single world market.Depending on the paradigm,globalization can be viewed as both a positive and a negative phenomenon.,Economic,globalization,Company Logo,Contents,Manufacturing Globalization,1,Trade Globalization,2,Financial Globalization,3,Investment Globalization,4,More Frequent Regional Economic Cooperation,5,Company Logo,Manufacturing Globalization,Components,Producing Area,CPU,Philippines,Costa Rica,Malaysia,Mainland China,EMS Memory,South Korea,Japan,Taiwan,Germany,Display Card,Mainland China,Taiwan,Fan,Taiwan,Main Board,South Korea,Japan,Taiwan,WLAN Card,Mainland China,U.S.,Malaysia,Mainboard,Mainboard,EMS memory,Mainboard,VGA card,EMS memory,WLAN card,CPU,Wlan,card,VGA card,CPU,Malaysia,Financial Globalization,Company Logo,Regional Economic Cooperation was Increased,Causes of Economic Globalization,1,Most Countries Economic System Allowed Free Trades,2,The Companies Motivation for Profits Asks for Globalization,3,The Technical Progress Make It Easier,Company Logo,Positive Aspects,Forces businesses to compete on a global scale.,Countries move to market sectors that they are better at.,The consumer is the real winner.,Everyone grows more prosperous.,Negative Aspects,Job insecurity.,The benefits of globalization is not universal.,Local industries are being taken over by foreign multinationals.,The increase in prices has reduced the governments ability to sustain social welfare schemes in developed countries.,Effects,Company Logo,Solutions,1,Enhance the International Competition,2,Control the degree of openness to the outside world,Pepsi,PepsiCosSuccessfulBusinessModel,Structuralandoperationaladvantages,Successfullynavigatinguncertain,times,Makingstrategicinvestmentsforfuturegrowth,Pepsi vs Coca Cola,Pepsi and Coca Cola both are trying to control the market,but Pepsi is going better by,Coming with new products as compare to Coca Cola,ProvidingValuetoCustomersandConsumers GlobalAdvancesinBeveragePackSizes,Different kinds of,canning,Pepsi is using media effectively ratherthan Coca Cola,Beyond thinking global,acting local,ExtendingOurReach,Different,cost models,to reach new consumers,Caobenle,ProvidingValuetoCustomersandConsumersNimbleInternationalSnacksBusinesses,ProvidingValuetoCustomersandConsumersOptimalPricePackArchitecture,hang,visibleprice,Adjust,weight/volume,orconfiguration,Rightpricepoints,Rightmargins,Beyond thinking global,acting local,AppealingtoLocalTastes,Beyond thinking global,acting local,AdaptingLocalCustoms,ExceptionalGotoMarketCapabilityProvidingFunctionalBenefits,ExceptionalGotoMarketCapability ForDifferentNeedStates,Pepsi in China,Jandaul,the founder of Pepsi,First coming,The way to globalize in China,Pepsi has down very well in three aspects,The types of goods are rich,Changing marketing strategy with times,The ad strategy is good,Product Range,1.Drinks 2.Snack-Foods 3.Set foot in the sport market.Selling cloth and shoes.,Caobenle,New product of,this year.,Advertisement strategy,1981,1999,1993,1998,Marketing strategy,Bringing the Pizza Hut and KFC to China in 1987.,To compete with Coca-cola in a right way.,3.Supporting different sport games.,4.Taking part in many charitable activities.,5.Changing with times.,Pepsi,Goes,Red,in,China,The Olympics Arent the only Games Being Played As part of its big marketing push for the 2008 summer Olympics in Beijing,PepsiCo Inc.The red package is similar to Coca-Colas.,Chinese feature video,PepsiCo enter India in the late 1980s.To enter the highly regulated Indian economy,the company had to struggle hard to sell itself to the Indian government.,Thank you,