CHAPTER 6 STRATEGIES FOR COMPETING IN GLOBALIZING MARKETS

CHAPTER 6 STRATEGIES FOR COMPETING IN GLOBALIZING MARKETS Screen graphics created by: Jana F. Kuzmicki, Ph. D, Mississippi University for Women Mc. Graw-Hill/Irwin Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved. 1

“You do not choose to become global. The market chooses for you; it forces your hand. ” Alain Gomez “. . . there’s no purely domestic industry anymore. ” “Quote” Robert Pelosky and Morgan Stanley Mc. Graw-Hill/Irwin Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved.

Chapter Outline u Why Companies Expand into Foreign Markets u Cross-Country Differences u The Competitive Environment: Multi-country or Global u u u Competition? Strategy Options for Entering and Competing in Foreign Markets Pursuing Competitive Advantage by Competing Multinationally Profit Sanctuaries, Cross-Market Subsidization, and Global Offensives Strategic Alliances and Joint Ventures with Foreign Partners Competing in Emerging Foreign Markets Strategies for Local Companies in Emerging Markets Mc. Graw-Hill/Irwin Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved. 3

Why is the World Economy Globalizing? u Previously closed national economies are opening up their markets to foreign companies u Importance of geographic distance is shrinking due to the Internet u Growth-minded companies are racing to stake out positions in the markets of more and more countries Mc. Graw-Hill/Irwin Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved. 4

What is the Motivation for Competing Internationally? Gain access to new customers Obtain access to valuable natural resources Help achieve lower costs Capitalize on resource strengths and competencies Mc. Graw-Hill/Irwin Spread business risk across wider market base Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved. 5

International vs. Global Competition International or Multinational Competitor Company operates in a select few foreign countries, with modest ambitions to expand further Global Competitor Company markets products in 50 to 100 countries and is expanding operations into additional country markets annually Mc. Graw-Hill/Irwin Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved. 6

Cross-Country Differences in Cultural, Demographic, and Market Conditions u Cultures and lifestyles differ among countries u Differences in market demographics u Variations in manufacturing and distribution costs u Fluctuating exchange rates = u Differences in host government trade policies Mc. Graw-Hill/Irwin Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved. 7

How Markets Differ from Country to Country u Consumer tastes and preferences u Consumer buying habits u Market size and growth potential u Distribution channels u Driving forces u Competitive pressures One of the biggest concerns of companies competing in foreign markets is whether to customize their product offerings in each different country market to match the tastes and preferences of local buyers or whether to offer a mostly standardized product worldwide. Mc. Graw-Hill/Irwin Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved. 8

Potential Locational Advantages Stemming from Cost Variations Among Countries u Manufacturing costs vary based on è Wage rates è Worker productivity è Natural resource availability è Inflation rates è Energy costs è Tax rates u Quality of a country’s business environment u Clustering of suppliers, trade associations, and makers of complementary products Mc. Graw-Hill/Irwin Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved. 9

Differences in Host Government Trade Policies u Local content requirements u Import tariffs or quotas u Restrictions on exports u Regulations regarding prices of imports u Other regulations è Technical standards è Product certification è Prior approval of capital spending projects è Withdrawal of funds from country è Minority ownership by local citizens Mc. Graw-Hill/Irwin Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved. 10

Two Primary Patterns of International Competition Multi-country Competition Global Competition Mc. Graw-Hill/Irwin Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved. 11

Characteristics of Multi-Country Competition u Each country market is self-contained u Competition in one country market is independent of competition in other country markets u Rivals competing in one country market differ from set of rivals competing in another country market u Rivals vie for national market leadership u No “international” market, just a collection of country markets Mc. Graw-Hill/Irwin Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved. 12

Characteristics of Global Competition u Competitive conditions across country markets are strongly linked together è Many of same rivals compete in many of the same country markets è Rivals vie for worldwide leadership è A true international market exists u A firm’s competitive position in one country is affected by its position in other countries u Competitive advantage (or disadvantage) is based on a firm’s world-wide operations and overall global standing Mc. Graw-Hill/Irwin Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved. 13

Strategy Options for International Markets u Exporting u Licensing u Franchising strategy u Multi-country strategy u Global strategy based on è Low cost è Differentiation è Best-cost è Focusing u Strategic alliances or joint ventures Mc. Graw-Hill/Irwin Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved. 14

Characteristics of Export Strategies u Involves using domestic plants as a production base for exporting to foreign markets u Excellent initial strategy to pursue international sales u Advantages è Minimizes both risk and capital requirements è Conservative way to test international waters è Minimizes direct investments in foreign countries u An export strategy is vulnerable when è Manufacturing costs in home country are higher than in foreign countries where rivals have plants è High shipping costs are involved Mc. Graw-Hill/Irwin Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved. 15

Characteristics of Licensing Strategies u Licensing makes sense when a firm è Has valuable technical know-how or a patented product but does not have international capabilities or resources to enter foreign markets è Desires to avoid risks of committing resources to markets which l Are unfamiliar l Present economic uncertainty l Are politically volatile u Disadvantage è Risk of providing valuable technical know-how to foreign firms and losing some control over its use Mc. Graw-Hill/Irwin Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved. 16

Characteristics of Franchising Strategies u Often is better suited to global expansion efforts of service and retailing enterprises u Advantages è Franchisee bears most of costs and risks of establishing foreign locations è Franchisor has to expend only the resources to recruit, train, and support franchisees u Disadvantage è Maintaining cross-country quality control Mc. Graw-Hill/Irwin Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved. 17

Multi-Country Strategy u Strategy is matched to local market needs u Different country strategies are called for when è Significant country-to-country differences in customers’ needs exist è Buyers in one country want a product different from buyers in another country è Host government regulations preclude uniform global approach u Two drawbacks 1. Poses problems of transferring competencies across borders 2. Works against building a unified competitive advantage Mc. Graw-Hill/Irwin Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved. 18

Global Strategy u Strategy for competing is similar in all country markets u Involves è Coordinating strategic moves globally è Selling in many, if not all, nations where a significant market exists u Works best when products and buyer requirements are similar from country to country Mc. Graw-Hill/Irwin Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved. 19

Competitive Strategy Principle A multi-country strategy is appropriate for industries where multi-country competition dominates! A global strategy works best in markets that are globally competitive or beginning to globalize! Mc. Graw-Hill/Irwin Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved. 20

Table 6. 1: Differences Between Multi-country and Global Strategies Mc. Graw-Hill/Irwin Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved.

Pursuing Competitive Advantage by Competing Multinationally u Three ways to gain competitive advantage 1. Locating activities among nations to lower costs or achieve greater product differentiation 2. Efficient/effective transfer of competitively valuable competencies and capabilities from domestic to foreign markets 3. Coordinating dispersed activities in ways a domestic-only competitor cannot Mc. Graw-Hill/Irwin Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved. 22

Locating Activities to Build a Global Competitive Advantage u Two issues è Whether to l Concentrate each activity in a few countries or l Disperse activities to many different nations è Where to locate activities - Which country is best location for which activity? Mc. Graw-Hill/Irwin Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved. 23

Concentrating Activities to Build a Global Competitive Advantage u Activities should be concentrated when è Costs of manufacturing or other value chain activities are meaningful lower in certain locations than in others è There are sizable scale economies in performing the activity è There is a steep learning curve associated with performing an activity in a single location è Certain locations have superior resources, allow better coordination of related activities, or offer other valuable advantages Mc. Graw-Hill/Irwin Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved. 24

Dispersing Activities to Build a Global Competitive Advantage u Activities should be dispersed when è They need to be performed close to buyers è Transportation costs, scale diseconomies, or trade barriers make centralization expensive è Buffers for fluctuating exchange rates, supply interruptions, and adverse politics are needed Mc. Graw-Hill/Irwin Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved. 25

Transferring Valuable Competencies to Build a Global Competitive Advantage u Transferring competencies, capabilities, and resource strengths across borders contributes to è Development of broader competencies and capabilities è Achievement of dominating depth in some competitively valuable area u Dominating depth in a competitively valuable capability is a strong basis for sustainable competitive advantage over è Other multinational or global competitors and è Small domestic competitors in host countries Mc. Graw-Hill/Irwin Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved. 26

Coordinating Cross-Border Activities to Build a Global Competitive Advantage u Aligning activities located in different countries contributes to competitive advantage in several ways è Choose where and how to challenge rivals è Shift production from one location to another to take advantage of most favorable cost or trade conditions or exchange rates è Enhance brand reputation by incorporating same differentiating attributes in its products in all markets where it competes Mc. Graw-Hill/Irwin Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved. 27

What Are Profit Sanctuaries? u Profit sanctuaries are country markets where a firm è Has a strong or protected market position and è Derives substantial profits u Generally, a firm’s most strategically crucial profit sanctuary is its home market Profit sanctuaries are a valuable competitive asset in global industries! Mc. Graw-Hill/Irwin Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved. 28

What is Cross-Market Subsidization? u Involves supporting competitive offensives in one market with resources/profits diverted from operations in other markets u Competitive power of cross-market subsidization results from a multinational firm’s ability to è Draw upon its organizational resources and profits in other country markets to help mount an attack on single -market or one-country rivals and try to lure away their customers with lower prices, discount promotions, heavy advertising, or other offensive tactics Mc. Graw-Hill/Irwin Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved. 29

Achieving Global Competitiveness via Cooperation u Cooperative agreements / strategic alliances with foreign companies are a means to è Enter a foreign market or è Strengthen a firm’s competitiveness in world markets u Purpose of alliances è Joint research efforts è Technology-sharing è Joint use of production or distribution facilities è Marketing / promoting one another’s products Mc. Graw-Hill/Irwin Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved. 30

Benefits of Strategic Alliances u Gain scale economies in production and/or u u marketing Fill gaps in technical expertise or knowledge of local markets Share distribution facilities and dealer networks Direct combined competitive energies toward defeating mutual rivals Useful way to gain agreement on important technical standards Mc. Graw-Hill/Irwin Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved. 31

Pitfalls of Strategic Alliances u Becoming too dependent on another firm for essential expertise over the long-term u Different motives and conflicting objectives u Time consuming; slows decision-making u Language and cultural barriers u Mistrust when collaborating in competitively sensitive areas u Clash of egos and company cultures Mc. Graw-Hill/Irwin Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved. 32

Guidelines in Forming Strategic Alliances u Pick a good partner, one that shares u u u a common vision Be sensitive to cultural differences Recognize the alliance must benefit both sides Both parties have to deliver on their commitments in the agreement Structure decision-making process so actions can be taken swiftly when needed Parties must do a good job of managing the learning process, adjusting the alliance agreement over time to fit new circumstances Mc. Graw-Hill/Irwin Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved. 33

Characteristics of Competing in Emerging Foreign Markets u Tailoring products for the big, emerging markets often involves è Making more than minor product changes and è Becoming more familiar with the local cultures u Companies have to attract buyers with bargain prices as well as better products u Specially designed and/or specially packaged products may be needed to accommodate local market circumstances u Management team must usually consist of a mix of expatriate and local managers Mc. Graw-Hill/Irwin Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved. 34

Strategies for Local Companies in Emerging Markets u Optimal strategic approach hinges on è Whether a firm’s competitive assets are suitable only for the home market or can be transferred abroad è Whether industry pressures to move toward global competition are strong or weak Mc. Graw-Hill/Irwin Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved. 35

Industry Pressures to Globalize Figure 6. 1: Strategy Options for Local Companies in Competing Against Global Challengers High Low Dodge Rivals by Shifting to a New Business Model or Market Niche Initiate Actions to Contend on a Global Level Defend by Using “Home-field” Advantages Transfer Company Expertise to Cross-Border Markets Tailored for Home Market Transferable to Other Countries Source: Adapted from Niroj Dawar & Tony Frost, “Competing with Giants: Survival Strategies for Local Companies in Emerging Markets, ” Harvard Business Review, 77 No. 1 (Jan. -Feb. 1999), p. 122 Mc. Graw-Hill/Irwin Resources and Competitive Capabilities Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved. 36