Session 10 Flashcards
discuss different types of global product strategies
MAYBE DO A LITTLE MORE RESEARCH ON THIS PART HERE OLD PAL ;)
Two types of global PM
domestically based global PM
locationally based global PM
Global strategy = embedding domestic and international standards in products and services
(Think in terms of Adapted or Standardized)
Near universal product. Modified Product Country-specific product Glocalization “Think globally, act locally”
discuss the (dis)advantages of a market focused organization, a functionally focused organization, and a product focused organization
Market focused structure (look at graphic but essentially it is functional with marketing having special regional or sub functional categories)
Structure of org. Basically fucntional with a focus on Marketing departments either regionally, country or function based. Eg Digital marketing manager for Europe.
Pro’s
Useful when significant differences exist in buyer behavior
e.g. banks :
normal, high income, businesses
Focus on customer as asset
Easier to pick up on customer changes
Faster to react
Good for product bundling
Or customer purchases many different products
Con’s
Potential conflict with underlying product management structure
Some of mini CEO training, experience of traditional product managers is lost.
Not appropriate for deep knowledge products
Not appropriate for high tech products
SILOS
FUNCTIONAL ORGANISATION
1 Head of company
2 Manufacturing, marketing, finance, corporate communications
3 Product marketing, advertising, sales promotion, marketing research (within confines of marketing)
Pro’s
Useful when few products exist
Simple administration
Lean (cheap) hence suitable for low margin businesses
Functional training is better due to single focus
Flat – little bureaucracy
Fast decisions
Con’s
Lack of ownership
Almost all decisions on the top, can be demotivating to staff
Requires substantial meeting time to solve challenges and conflicts
Training is “silo*” (single function) oriented. Some of mini CEO training, experience of traditional product managers is lost.
Not appropriate for deep knowledge products. Not appropriate for high tech products
EXAMPLE OF DISRUPT AND SUSTAIN AT APPLE
DISRUPT:
Design, technologies,Operations, Hardware and software engineering
SUSTAIN: HR, Finance, Retail, Communications, Int. Sales NA sales Legal
reflect upon possible organizational structures and the product/market characteristics that best fit every type of structure
DO A BIT OF RESEARCH FOR THIS OLD SUNSHINE ;)
Product focused
Functional
Market focused
Matrix
Project based
