Варіант 10. Strategic planning in international business

Strategic planning in international business

1. The first step in the formulation of global strategy is the choice of markets to be entered or to be penetrated further. In each market’s case, decisions need to be made on the extent of entry and the competitive strategy that should be employed. Therefore, for global companies three factors should determine country selection: (1) the stand-alone attractiveness of a market (e.g., China in consumer products due to its size), (2) global strategic importance (e.g., Finland in shipbuilding due to its lead in technological development in vessel design), and (3) due to possible synergies (e.g., entry into Latvia and Lithuania after success in the Estonian market given market similarities).

2. The planning process has to start with a clear definition of the business for which strategy is to be developed. Generally, the strategic business unit (SBU) is the unit around which decisions are based. In practice, SBUs represent groupings based on product-market similarities based on (1) needs or wants to be met, (2) end-user customers to be targeted, (3) or the good or service used to meet the needs of specific customers. For a global company such as Black & Decker, the options may be to define the business to be analyzed as the home improvement business, the do-it-yourself business, or the power tool business.

3. This phase of the planning process requires the participation of executives from different functions, especially marketing, production, finance, logistics and procurement. Geographic representation should be from the major markets or regions as well as from the smaller, yet emerging, markets. With appropriate members the committee can focus on the product and markets as well as competitors whom they face in different markets, whether they are global, regional or purely local. Heading this effort should be an executive with highest level experience in regional or global markets.

I. Знайдіть у тексті та випишіть еквіваленти таких слів та словосполучень:

вибір ринку, проникати, використовувати конкурентну стратегію, привабливість

ринку, подібність, розробляти стратегію, задовільняти потреби, закупівля, зіткнутися

Найдите в тексте и выпишите эквиваленты следующих слов и словосочетаний:

выбор рынка, проникать, использовать конкурентную стратегию, привлекательность

рынка, сходство, разрабатывать стратегию, удовлетворять потребности, закупки,

сталкиваться

II. Перекладіть письмово абзац 3.

Переведите письменно абзац 3.

III. Випишіть з тексту приклади інфінітиву у Active Voice i Passive Voice. Перекладіть.

Выпишите из текста примеры инфинитива в Active Voice и Passive Voice. Переведите.

IV. Поставте 5 запитань до абзацу 1 та запишіть їх.

Поставьте 5 вопросов к абзацу 1 и запишите их.

V. Дайте письмові відповіді на запитання.

Письменно ответьте на вопросы.

1. What should a planning process for global companies start with?
2. What factors should determine a country selection for global companies?

Дата добавления: 2015-07-14