国际市场营销案例分析.ppt

Case Study on Uncontrollable Factors of International Marketing Group Members Chen Yao Liu Hangyu Liao Qiaoyan Ge Chunyan Li Qi From Business English 1101 Case 1. News Corporation (political-legal) Case 2. Kangnai Group(technology) Case & Gamble (culture) Case 4. Becton Dickinson, BD (structure of distribution) Contents Case 1. News Corporation (political-legal) Case 1. News Corporstion ? News Corporation (新闻集团) , one of the world's largest diversified international mass media, is an American multinational corporation headquartered in New York City. ? When it expanded it's market to China, pany paid much attention to the marketing environment, especially the political one. ? It insists on the principle of mutual trust and benefit( 互信互利原则) and seeking man grand with Chinese government to build a good long-term trust relationship .? At present, News Corporation and the channels it owns cooperate with cable TV stations in more than 30 provinces and cities in China. Case 1. News Corporstion Analysis: ? The uncontrollable factor: political-legal. ? It is an universal knowledge that lots of barriers and restrictions, such as custom tariff and import quotas, are set up to protect domestic market and political risks exist as well. ? It is very intelligent that News Corporation builds good reationship with the goverment to adapt to the political-legal environment, which paves the road for pany to develop in that country. Case 1. News Corporstion Case 2. Kangnai Group(technology) Case 2. Kangnai Group ? Kangnai Group( 康奈集团), which is famous for its high-end shoes, was confronted with technology barriers just like many other corporation did in the early 21st century. panies chose three ways: ? their products were not covered by the standards set by the importing country; ? to persuade the importing country to give up the restriction through lobbying or international litigation (国际诉讼).?