Page 225 - DMGT545_INTERNATIONAL_BUSINESS

International Business

notes 11.7.1 competitive Global marketing strategies

Two types of approaches emerge as of particular interest to us. First, there are a number of
heated global marketing duels in which two firms compete with each other across the entire
global chessboard. The second, game pits a global company versus a local company- a situation
frequently faced in many markets.
Global firms are able to leverage their experience and market position in one market for the
benefit of another. Consequently, the global firm is often a more potent competitor for a local
company.

Example: The competition between Coca Cola and Pepsico for marked dominance is
famous for different global marketing strategies.
Although global firms have superior resources, they often become inflexible after several
successful market entries and tend to stay with standard approaches when flexibility is called
for. In general, the global firms’ strongest local competitors are those who watch global firms
carefully and learn from their moves in other countries. With some global firms requiring several
years before a product is introduced in all markets, local competitors in some markets can take
advantage of such advance notice by building defenses or launching a preemptive attack on the
same segment.

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Case Study siemens Plm software combines Global and local with
eloqua’s marketing automation

hen you’re selling complex software that helps companies innovate and build
world-class products, consistency and clarity of marketing communications is
Wa must. Maintaining that message consistency is a challenge for any company,
but for Siemens PLM Software it’s compounded by a large, global marketing organization
that supports regional programmes across diverse geographies. The provider of Product
Lifecycle Management (PLM) software needs to tell its story on a global scale, across
multiple languages and in a way that is contextually relevant to a variety of different
industry segments and international audiences.
For the Siemens PLM Software global marketing organisation, driving universal brand and
message consistency was an elusive target. A one-size-fits-all marketing message didn’t
work across the myriad of challenges faced by customers and prospects and the unique
requirements for each industry, region and regulatory compliance issues. While marketers
in different countries and regions were enjoying moderate success with independent
campaigns, their isolated marketing activities were spawning silos of customer data and
preventing Siemens PLM Software from effectively building a consistent worldwide
brand.
To make matters worse, the problem really couldn’t be solved with the infrastructure in
place at Siemens PLM Software a year ago. Marketers were primarily using e-newsletter
and web design tools to orchestrate the company’s diverse global marketing initiatives.
The lack of automation made it next to impossible to choreograph communication with
customers, let alone reuse and replicate messaging across different regions.
the solution
To get more control over its global messaging, Siemens PLM Software decided to
consolidate customer data and standardise on Eloqua’s marketing automation platform.
Contd...

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