Students learn about International Marketing Environment from Mr. Mehrotra
26 March 2014
On 26h March 2014, PGDM students attended a Guest Lecture by Mr. Amitabbh Mehrotra, Chief Manager - Business Development MCM Eco Ashram Environment Management Institute.
He talked primarily around the central theme- International Marketing Environment & different forces that affect International Marketing decisions.
He began his lecture by discussing the basics of globalization & comparing Regular Marketing against Global Marketing. Explaining how global marketing can be advantageous for both diversification and making profits, he talked about the chief principles of global marketing. The secrets of becoming successful in a global business lie behind certain principles such as- by creating value for customers by improving benefits or reducing price; by improving the product; finding new distribution channels,; creating better communications etc.
Talking about the Indian Market, he explained how the consumer needs are being influenced by cultures that have been imported by foreign companies, thus, indirectly transforming the Indian social scenario. This context was further taken forward to illustrate how global industries operate by integrating and leveraging operations on a worldwide scale. Mr. Mehrotra demonstrated how Focusing on the Core Business can bring more value and competitive advantages. He cited the example of Nestle, which is focused on their Core products- food and beverages and not running into random sectors unlike a few other companies.
Discussing the Indian scenario, he explained why national wealth has increased in India manifolds, after more number of MNC’s has entered into the Indian Market and created more employment opportunities. Decoding why not many Indian brands have been able fare well in the global market, he talked how certain limitations and lack of suitable marketing strategies have acted against popularizing these brands at a global level.
Success and failure at International marketing depends on factors like economic, social and demographic environment and sometimes also on political and government administration. The strategies for a global organization should be multinational, glocal and made considering the entire world as a single market.
In the brief Question-Answer session after the lecture, Mr. Mehrotra gave practical examples to the students from his experience both in the Indian and the Australian markets.
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