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International Business, 8th Edition by Michael H. Moffett, Iikka A. Ronkainen, Michael Czinkota

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CHAPTER 9

Strategic Planning

CHAPTER CONTENTS & LEARNING OBJECTIVES

GLOBALIZATION

1. To outline the process of strategic planning in the context of the global marketplace

THE STRATEGIC PLANNING PROCESS

2. To examine both the external and internal factors that determine the conditions for development of strategy and resource allocation

3. To illustrate how best to utilize the environmental conditions within the competitive challenges and resources of the firm to develop effective programs

4. To suggest how to achieve a balance between local and regional/global priorities and concerns in the implementation of strategy

The Changing Landscape of Global Markets

Global markets for everything from banks to beer have witnessed major consolidations in the last five years. Companies are playing the global game by being in all major, and even minor, markets of the world to gain competitive advantage. They are doing so by acquiring local players and by consolidating their own businesses to focus on key opportunities for growth, realizing efficiencies at the same time.

The food and beverage industry is one of the most competitive businesses in the world, with about ten large companies fighting it out for global advantage. Every year brings news of new acquisitions, divestitures, mergers, and strategic partnerships. For example, in 2008, Unilever entered a partnership with PepsiCo for marketing and distribution of Lipton tea products internationally. In 2009, Kraft announced its intention to ...

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