Comment Schneider Electric a adapté sa stratégie de marketing pour faire face à l’internationalisation de ses clients principaux

Étude de cas Marketing & marques Marketing international

Date de publication :

20/04/2007

Langue :

Anglais

Format :

.doc

Nombre de pages :

7 pages

Niveau :

expert

Consulté :

6 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

The globalization of key customers and the marketing strategy of Schneider
1. Customers more and more internationalized
2. The necessity to implement a global marketing strategy
The globalization of the marketing policy: a win-win strategy
1. For the customer: a drop in costs and a better offer
2. For the supplier: a profitable partnership
The favorable factors for the implementation of a global offer
1. An organization devoted to key customers: the role played by SGBD
2. The articulation between a global commercial policy and the local specificities
3. The impact of electronic marketplaces on the relationship between customer and supplier
4. A multicultural policy for human resources management

Résumé :

schneider electric is a French company manufacturing intermediate goods. Present in 130 countries, schneider serves its international customers throughout the world and meets the needs of its markets with products adapted to the standards and practices of each country.
Autonomous, strongly rooted in their host countries, Group implantations are light and reactive structures, benefiting from shared skills which are deployed internationally. This strategy enables schneider electric to provide custom-made innovations for its local customers' needs.
schneider, number 1 worldwide in Electrical Distribution and number 2 worldwide in Automation & Control is present over 130 countries with 88,670 employees. And realize a €10.37 billions turnover .
schneider's customers became more and more international over last years. schneider has adapted its marketing policy to cope with this phenomenon and thus gained market shares instead of loosing them.