Scribd
Upload
6K views

EPRG Framework

The document outlines four orientations that companies can take to their international operations: 1) Ethnocentric orientation focuses on the domestic market and views foreign markets as secondary. International operations mirror the domestic approach. 2) Polycentric orientation tailors strategies to individual countries, resulting in lack of scale but responsiveness to local needs. 3) Regiocentric orientation groups countries into regions and coordinates marketing activities regionally rather than globally. 4) Geocentric orientation views the world as a single market and aims to provide standardized products globally through centralized management.

Uploaded by

nehagupta1492
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
6K views

EPRG Framework

The document outlines four orientations that companies can take to their international operations: 1) Ethnocentric orientation focuses on the domestic market and views foreign markets as secondary. International operations mirror the domestic approach. 2) Polycentric orientation tailors strategies to individual countries, resulting in lack of scale but responsiveness to local needs. 3) Regiocentric orientation groups countries into regions and coordinates marketing activities regionally rather than globally. 4) Geocentric orientation views the world as a single market and aims to provide standardized products globally through centralized management.

Uploaded by

nehagupta1492
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
You are on page 1/ 14

EPRG FRAMEWORK

ETHNOCENTRIC orientation POLYCENTRIC orientation REGIOCENTRIC orientation GEOCENTRIC orientation

Ethnocentric Orientation

Domestic market extension concept: Domestic strategies, techniques, and personnel are perceived as superior International customers, considered secondary International markets regarded as outlets for surplus domestic production International marketing plans developed in-house by international division Example: Hero cycles and Atlas cycles

Ethnocentric-Domestic
Domestic expansion only

I dont care Junior. We are staying at home.

Ethnocentric-International
Foreign expansion viewed as an appendage to domestic operations; same strategies are utilized in all countries.

HQ
You seeour way works best around the world.

Polycentric Orientation

Multidomestic market concept:


Focuses on importance and uniqueness of each international

market
May establish businesses in each target country Fully decentralized, minimal coordination with headquarters Marketing strategies = specific to each country Result: No economies of scale, duplicated functions, higher final product costs

Example: Ford Motors, Toyota, Suzuki, G.M

Polycentrism
Activities and functions are planned and managed, often by local nationals, on a country-by-country basis (e.g., HRM is decentralized by country)

HQ
Would you look at this? The GMs do understand the local markets

Regiocentric Orientation

Global marketing concept:


World regions that share

economic, political, and/or cultural traits are perceived as distinct markets

Divisions are organized based on location Regional offices

coordinate marketing activities

Example: Pepsi & Coke

Regiocentrism
Operations are geared towards a particular continental region with similar economies and cultures Betaminor

HQ

Alphaland

Betaland

Geocentric Orientation

Global marketing concept:


world is perceived as a total market with identifiable, homogenous segments Targeted marketing strategies aimed at market segments, rather than geographic locations Achieve position

as low-cost manufacturer & marketer of product line

Provides standardized product or service throughout the world

Example: Pizza Hut, McDonalds

Geocentrism
Products are functional, reliable, and standardized low-cost products (e.g., HRM managed on a global basis)

I can see the whole world from here.

HQ

Eth nocentric A ttitude

Polycen tric A ttitude

Regiocentric A ttitude H Qs Orientation to wa rd subsidiaries

G eocen tric A ttitude

(so urce : adapta tion libre d e He ena n D.A ., Per lmutter H .W . , M ultinational O rga niza tion D evelop m ent , Addison W esley Publish ing , 1979 )

You might also like