6IM501: JCB's Global Strategy

This report provides a critical evaluation of JCB's global strategy and offers advice on its future direction. It examines JCB's market entry strategies, global organizational structure, and marketing mix. The report analyzes JCB's use of Porter's generic strategies (low cost and differentiation), strategic positioning, and the impact of location economies and economies of scale. It also discusses JCB's global HRM strategy and its 4Ps marketing approach. The report concludes with recommendations for JCB to address its challenges and improve its performance in the global market, including adjusting profit margins, negotiating with governments to reduce tariffs and taxes, conducting thorough market research, and leveraging technology like ERP and CRM systems.

Issues in Global Business and Strategic Concepts
6IM501
A Critical Evaluation of JCB’s Global
Strategy and Advising on its Future
Strategy
:

Executive summary
Issues in global business affect the corporation like its growth, performance as well as
productivity of JCB organisation in the global market. Strategic concepts aid the corporation to
solve its international complexities to run the business in an appropriate manner. It explains the
market entry strategies of JCB, which help to expand its business activities in the various countries.
It describes about global corporate structure of corporation, which help to manage its different kind
of business operations. Differentiation strategies play important role for JCB to innovate new
machineries by conducting better market research in the various regions. Joint venture and
acquisition market entry strategies help the organisation to enter different global market. In addition
to this, they provide huge flexibility for JCB to manage their business activities in better way.
Marketing mix strategies also help the organisation to increase its sales of products in the various
countries. More consideration towards technology, tools and innovation reduce more human
resources needs which provide effective help to JCB to manage its marketing activities in the
market.

Table of Contents
Executive summary..............................................................................................................................2
Introduction..........................................................................................................................................5
Background...........................................................................................................................................5
JCB strategies to international business...............................................................................................5
Global strategy............................................................................................................................5
Strategic positioning...................................................................................................................6
How JCB increased its profit through international expansion..................................................7
Core competencies of organisation.............................................................................................7
Explaining location economies and Economies of scale in terms of JCB..................................7
Describing the what strategy JCB has chosen for international business...................................7
JCB’S GLOBAL ORGANISATIONAL STRUCTURE .....................................................................9
ENTRY STRATEGY AND STRATEGIC ALLIANCE...................................................................10
Exporting importing and counter trade...............................................................................................11
Global production outsourcing and logistics......................................................................................12
JCB’s global HRM strategy................................................................................................................12
JCB’s global marketing strategy (4Ps)...............................................................................................12
Recommendations..............................................................................................................................13
Conclusion..........................................................................................................................................14

Illustration Index
Illustration 1: Organizational chart of JCB..........................................................................................9

Introduction
Issues in global business like social, political, economic as well as environmental affects the
performance and growth of companies in the world. A further, strategic concept contribute
effectively to sort out the global issues by suggesting effective strategies and plans which help the
organizations to achieve effective profit and revenues (Wheelen and Hunger, 2011). The main aim
of report is to evaluate the global strategy of JCB firm in many countries. In addition to this, it
describes the international organisational structure of organisation. It explains the import, export
and counter trade activities of corporation in the global markets. It introduces the global production
outsourcing and logistics operations of JCB enterprise.
Background
JC Bamford (JCB) is UK based organization, which manufactures much type of machines
diggers, excavators as well as tractors for its consumers. Corporation was established in 1945 and
its headquarter is situated in Rocester, Staffordshire United Kingdom. Current chairman of this
enterprise is Anthony Bamford. In addition to this, management of JCB organization have expanded
its business operations in 150 countries. Corporation has 22 manufacturing plants across Asia,
Europe and North as well as South America. Further, Company have 11000 thousand employees to
manage business activities in the world. Major sales of JCB are occurred in America, Russia, India
and China that provide effective profit margin in the international market.
JCB strategies to international business
Global strategy
For identifying the global strategies with respect to the international business of JCB porter
generic strategies model is used which is as follows:
Low cost strategy
According to Petrucci and et.al (2011), Organisation can use low cost strategy, which can
help to expand its business in the world. Along with this, focus strategies helps the JCB to know
about the market dynamics and needs of consumers within market (Petrucci and et.al., 2011) On the
other side, this method is appropriate for niche segments in the global markets. According to
situation, low cost strategies are not suitable for corporation because they do not help the properly
to the management of JCB for global expansion (Wheelen. and Hunger, 2011). In addition to this,
JCB has very big market because products of company are used in construction of buildings, roads
and agriculture works (Van Schayck, O.C., 2013).
Differentiation strategy
As per (), management of JCB can use differentiation strategy for its global expansion in the

various countries. This method can also help the firm to increase its sales of its products in the
different markets. As per suggestion, enterprise can use this method for better development in the
market. Further, corporation can emphasize on innovation of products by conducting various
activities of research and development which can help to earn more profits from the market (Tank,
and Grant, 2012), Smith (2014), differentiation strategy can help corporation to increase quality,
durability, features, support and brand image in the international market (Smith, 2014). According
to Palma-Behnke and et.al (2013), innovation is key element for the management of JCB to develop
its global strategies which contribute effectively to increase its sales of machineries products
(Palma-Behnke and et.al., 2013). As per Petrucci and et.al. (2011), organization emphasize on the
innovation strategies to develop new innovative products in the market. These innovation practices
contribute effective role for JCB to design fuel efficient machineries as well as reduce its noise of
its machineries during any type of work (Petrucci and et.al., 2011). Keller, Parameswaran and Jacob
(2011), they help the enterprise to increase safety and security of consumers as well as machineries
in various type of construction operations. In addition to this, Innovation helps the corporation to
reduce operational cost, which contribute effectively to reduce its expenditure at the workplace. It
aids the JCB to develop comfortable and reliable features for consumers, which provides huge
reliability to consumers. It helps the firm to achieve appropriate rival advantages from consumers
by increasing sales as compare to its competitors in the global market (Keller, Parameswaran and
Jacob, 2011).
For example, management of organization innovate hydrolic technology which help the firm
to save reduce cost of machineries. This innovation contribute effective role for JCB to increase its
sales by reducing operational cost in the international market. It also attracts many industrial a
domestic customers to purchase of products of company. It aids the enterprise to develop better
global strategies in the various countries (Bonaci and et.al., 2011). On the other side, this process is
a very time consuming process for staff members and managers of corporation. The main
disadvantage of innovation is that it does not provide surety of success of experiment. In addition to
this, it creates issues for management of JCB to manage these types of operations (Fratzscher,
2012). According to Hail, Leuz and Wysocki (2010), organisation spend huge amount of monetary
funds to earn effective profit from consumers because corporation gets huge help to gain
appropriate profit from better technology. This process aids the firm to get effective market share
and revenues from consumers in the international market (Hail, Leuz and Wysocki, 2010). As per
De Mooij (2013), this innovation is an effective tool for JCB organisation, which helps to develop
its effective global business strategies. Further, it contribute effective role for corporation to
increase its sales in the various countries (De Mooij, 2013).

Strategic positioning
According to Segal-Horn and Dean (2011), strategic positioning of JCB products is also
effective in the various countries. Generally, organisation provides durable and innovative
commodities to domestic and international consumers (Segal-Horn and Dean, 2011). As per
Agarwal, Malhotra and Bolton (2010), strategic positioning contribute effective role for company to
increase its business. In addition to this, it helps JCB to expand its business in different international
markets. Organisation also provides quality services to its customers, which help to enhance its
brand image in the consumers mind (Agarwal, Malhotra and Bolton, 2010).
What is JCB’s strategic position
How JCB increased its profit through international expansion
Byeon and et.al. (2013), The strategic position of the JCB is effective at the
international level. It is taking benefits of the leading position by building competitive
advantages. For increasing the profit, company can use different strategies for marketing of
its products. To implement process, they can use effective market entry strategies like joint venture
and mergers. Along with this, corporation can develop effective competitive plans which contribute
effectively to increase its sales (Byeon. and et.al., 2013). On the other side, JCB can implement
better promotional strategies like television and newspapers in the various countries. In addition to
this, these strategies can help the corporation to raise better its profit in a appropriate manner
(Carroll and Shabana, 2010). According to De Mooij (2010), JCB can also design optimistic
marketing strategies to increase its market share (De Mooij, 2010).
Core competencies of organisation
As per De Wit and Meyer (2010), there are many core competencies of organisation that
help to manufacture its better machinery products in the market. Generally, innovation is core
speciality of JCB, which aid to design and develop better products in the market (De Wit and
Meyer, 2010). In addition to this, Ferraro and Brody (2015), better knowledge of international
market and development of effective global strategies support the firm to increase its business. They
provide reliability to manage internal and external operations of JCB in the various countries. These
core competencies of organisation aid to increase brand values as well as market share in the global
market (Ferraro and Brody, 2015).
Explaining location economies and Economies of scale in terms of JCB
According to Gosling (2010), location economics and economics of scale are different as per
economic condition of country. These aspects affect the sales and profit of JCB which create impact
on the organisational strategies. In addition to this, there are many factors like supply and demand,
inflation rate, GDP (Gross domestic products), GNP (Gross national products) as well as fluctuation

of currency, which produces positive and negative effect on the growth of company (Gosling,
2010). Hail,Leuz and Wysocki (2010), As per current situation, organisation has reduced its
revenues due to high recession and reduced growth rates and demand of products (Hail,Leuz and
Wysocki, 2010).
Describing what strategy JCB has chosen for international business
Management of organisation can choose strategy as per their suitability, which can help to
manage its business operations in the international market. It is described below in the paragraph.
Localisation: According to De Mooij (2013), it is oriented toward local responsiveness, which
helps the firm to manage its business operations in the various countries. In this method,
management of JCB decentralizes their control and power to subsidiaries and divisions in each
nation. More ever, this approach also gives reliability to manufacture and customize products as per
needs of local markets (De Mooij, 2013). On the other side, it creates complexities for management
of JCB because international factors like fluctuation rates, trades and barriers create bad effect on
sales of products in other markets (Carroll, and Shabana, 2010).
International strategy: As per Bonaci and et.al., (2011), it is completely based on research and
development and marketing which contribute effective role for JCB to centralise these activities
(Bonaci and et.al., 2011). On the other side, other valuable actions are decentralised to national
units. This approach also aids the organization to increase its business operation in different
countries (Byeon and et.al., 2013). De Mooij (2010), As per case, it is not appropriate for JCB to
manage its organisational activities because research and development and marketing plan are
prepared as situation of local regions (De Mooij, 2010).
Global standardization strategy: According to Ferraro and Brody (2015), it is based on cost
reduction, which helps the organisation to reduce its expenditure. All function are centralised to
manage activities of JCB in the international market (Ferraro and Brody, 2015). However, this
approach is not suitable for organisation because corporation has to take decision by including
domestic situations like political, economical and social aspects (Hail, Leuz, and Wysocki, 2010).
Transnational strategy: As per Keller, Parameswaran and Jacob (2011), management of JCB can
use local responsiveness and cost reduction strategies to achieve its goals and objectives in the
international markets. In addition to this, some functions of corporation can be centralized and
others are decentralized which can help the firm to handle its business strategies (Keller,
Parameswaran and Jacob, 2011). As per suggestion of Palma-Behnke and et.al (2013), JCB should
use transactional strategies to its business issues in the various countries. This method can provide
better opportunities to develop better marketing and competitive strategies to earn better profit and
market share in the various countries (Palma-Behnke and et.al. 2013).

JCB’S GLOBAL ORGANISATIONAL STRUCTURE
(Source: JCB International, 2015)
Global organisational structure of JCB is also is effective which contribute effectively to

manage their business operations in an appropriate manner within various countries. As per above
diagram, management of JCB have many departments that are directly come under board of
directors. In addition to this, organisation has various divisions like corporate planning, marketing,
infrastructure and technology headquarters and business planning headquarters as well as business
development. Further, JCB contain more departments like sales and marketing headquarters of Asia
pacific, America and EMEA and operational division (JCB International, 2015). Along with this,
every section has sub sections, which are handled by managers and employees. So these structures
help the staff members of JCB to develop various marketing and rivals strategies as per situation of
country.
Generally, corporate planning has planning; regulation and strategic planning sub divisions
in the JCB. Further, risk management also consist compliance sub section to analyse and resolve out
various types of risks in the market. In addition to this, marketing division has marketing and sales
promotion to manage these activities in the international market. Infrastructure and technology
department contains infrastructure management and technology solutions sub divisions in the JCB.
Further, business-planning division also consists planning, strategy, accounting and administration
sub sections in the organisation. Along with this, business development department has business
development and EC and major account sub section to handle its organisational expansion strategies
in the various regions (JCB International, 2015). Sales marketing divisions of JCB are categorised
as per region such as East Asia, Asia pacific, Europe and America to manage their activities. In
addition to this, operation headquarter also consists planning of operation and infrastructure, partner
implementation services and infrastructure management in the JCB. Mainly, these corporate
structures contribute effective role for organisation to increase its efficiency and performance in the
international markets.
ENTRY STRATEGY AND STRATEGIC ALLIANCE
JCB manufactures heavy machinery products, which are used to construction and agriculture
works in the countries. In addition to this, expansion of global business provides effective helps to
JCB to enhance its brand values and image in front of consumers in the international market.
According to Ferraro and Brody (2015), management of organisation use much market entry like
Merger, joint venture as well as acquisition to take market entry in the many countries (Ferraro and
Brody, 2015). As per Segal-Horn and Dean (2011), joint venture helps the firm to manage its sales
operations of company by using human and other resources in the global market. Further, it
contribute effective role for JCB to reduce the international barriers. Joint venture strategies help to
reduce many issues like trades, tariffs, VAT and income tax in the other countries for JCB
organisation in the international markets (Segal-Horn and Dean, 2011). Van Schayck (2013), it also

helps management of organization to share high risk which aids to manage its business activities in
a appropriate manner (van Schayck, 2013). On the contrary note, it creates issues to set mutual
objectives of organisation due to different thoughts of partners. In addition to this, it generates
problems for JCB to create any type of business strategy and decision. Further, it consumes huge
time to implement any type of business plans due to delay in the process of decision making.
Different culture as well as managing styles also produces problems for JCB Corporation to manage
its operations (Smith, 2014).
According to Tank and Grant (2012), organisation uses acquisition process to expand its
business activities in another countries. This process contribute effective role for management of
JCB to increase its sales of products by using talented managers. Acquisition process provides
better framework to manage its operations by using proper technology and resources of other
organisation (Tank and Grant, 2012). In addition to this, Gosling (2010), it also increases the profit
of organisation, which helps to make strong financial condition in the various countries. It plays
major role for corporation to increase its investment power, which provide effective opportunities to
expand its business operations in the other new global areas (Gosling, 2010). On the other side,
management of JCB has to apply many efforts to expand its business in the global markets. Further,
organization has to spend lot of money to establish new business, which increase risk in another
market. In addition to this, Acquisition generate many types of other risk like investment, market,
political, social as well as economical risk as comparison of other market entry strategies which
creates problems for company to manage their operations in many countries. Some times, it
generates heavy loss of monetary funds of organization due to use of inappropriate global strategy.
Further, business expansion strategies produces issues for JCB regarding shortage of money for
further investment in the international market (Byeon and et.al., 2013).
According to De Wit and Meyer (2010), organization uses various types of market
expansion strategies like market development plan to expand its business in the international
market. This process contribute effective role for management of JCB to release same type of
products in new global markets (De Wit and Meyer, 2010). As per Hueter (2010), corporation does
some minor changes to fulfil the requirement and needs of domestic consumers, which help to
increase its market share in the various countries (Hueter, 2010).
Exporting importing and counter trade
According to Wheelen and Hunger (2011), exporting and importing activities also help the
JCB to increase its transactions between various countries. Corporation also import and export
necessary machines, which help to manage its production activities in an appropriate manner
(Wheelen and Hunger, 2011). As per Agarwal, Malhotra and Bolton, (2010), these practices also

contribute effective role for JCB to sell customized products for industrial consumers in another
countries (Agarwal, Malhotra and Bolton, 2010). On the other side, corporation also uses counter
trade for exchanges of its goods and services rather than monetary funds. For this process,
organisation use international bilateral rules and regulations to manage its business activities in the
various regions. Further export, import and counter trade activities also help the management of
corporation to get different type of knowledge and information which aid to gain more profit by
developing effective global strategies (Smith, 2014).
Global production outsourcing and logistics
According to Bonaci and et.al. (2011), management of JCB install many production units in
the various countries to meet out needs and requirements of domestic and industrial consumers.
Along with this, organisation uses software tools like enterprise resources planning and
transportation modules to manage its different business activities. These techniques also help the
JCB corporation to dispatch material one place to another (Bonaci and et.al., 2011). As per (), these
practices play important role for firm to increase its efficiency and performance in the international
market. Further, they help enterprise to enhance its core competencies in the areas of production
and logistics. In addition to this, they contribute effective role for JCB organisation to increase its
profit, revenues as well as market share in international markets (Hail, Leuz and Wysocki, 2010).
JCB’s global HRM strategy this need to be changed!
De Mooij (2010), global human resource management strategies of JCB are well
coordinated and integrated at the work place. Rules and regulations of corporation are effective
which help the staff members to provide salary and other benefits like insurance and medical
insurance (De Mooij, 2010). However, management of JCB does not provide job security to
employees, which disappoints its employees because they do not feel safe and secure in
company which will also decrease their job satisfaction level. By providing the safety facilities
like health insurance etc. cited firm can increase the motivation level of employees whicxh
results in increase their performance level. As per case study, it also terminates its 300
employees due to lack of monetary funds which produces negative impact on them. In addition to
this, it affects brand image and value of corporation in the global market (Farrel, 2015).
JCB’s global marketing strategy (4Ps)
Management of JCB can use marketing mix (product, place, promotion and price), which
can help to design better strategies. Further, This method can help the organisation to increase its
sales and profit in the market.
Product: According to De Wit and Meyer (2010), organisation uses innovative strategies with help
of research and development that can aid to develop better machineries for its consumers. This

technique supports the JCB to attract the consumers towards organisational products, which raise its
sales in the global market (De Wit. and Meyer, 2010). On the other side, current innovation
capability of corporation is not good due to lack of monetary funds which produces negative impact
(Ferraro and Brody, 2015).
Place: As per Fratzscher (2012), JCB has covered many global locations like Russia, India,
America and China to expand its business, which help to gain better profit (Fratzscher, 2012).
However, due to recession and imbalance in demand and supply of products, it creates complexities
for firm to earn better profits as comparison of previous years (De Mooij, 2013).
Promotion: According to Hueter (2010), management of JCB utilizes various types of promotional
strategies like new papers, magazines as well as social media to promote their new and exiting
machinery product front of people (Hueter, 2010). On the other side, organisation is unable to spend
more money on the advertising activities due to its higher loss in the international market (van
Schayck, 2013).
Price: As per Gosling (2010), JCB Corporation uses market oriented pricing strategy to increase its
sales of products. This approach provides effective profits to organisation that contribute effectively
to increase its market share (Gosling, 2010). However, due to higher inflation rate and reduced GDP
rate in maximum countries, market oriented pricing strategies do not aid to increase sales of its
products (Carroll and Shabana, 2010).
Recommendations
To overcome with these issues, organisation should follow various suggestions to reduce its
current issues in the international market. Some of them are described below in the paragraph.
As current situation, management of JCB should reduce the profit margin on its per product.
This approach can give appropriate reliability to decrease cost of product, which can provide
effective competitive advantages by increasing sales in the market. In addition to this, JCB should
reduce EMI interest rates, which can lure the consumers to purchase its products more. This
technique can provide appropriate income to organisation from turnover of its products. The reason
behind minimising the EMI interest rates is to attract more customers towards the products. Due to
the low interest rates, individuals have to pay less as compare to the high interest rates on the EMI
company's products and services. Further, it can contribute effective role for JCB firm to increase
its sales orders from various countries. In addition to this, it can aid management of organization to
increase its market growth in the global regions.
Organisation should communicate with government of many countries to reduce its tariff
and taxes in these economic crises. This approach can aid the JCB to reduce its expenditure in the

international market. Further, it can also help the firm to provide various schemes to lure industrial
and domestic consumers. In addition to this, it can aid the company to achieve better profit by
increasing revenues from consumers. It can help the JCB to reduce its financial issues, which can
contribute effectively to invest more money in new areas for more expansion. This way,
organisation can increase its market share by expanding business activities in the different new
global areas. In addition to this, these activities can help the management of JCB to recruit new
candidates for managing its sales operations in international market.
In addition to this, management of organisation should conduct effective market research on
various areas. This approach can help the JCB to know about needs and requirements of domestic
and industrial consumers. By considering the needs and requirements of the customers, company
will able to produce the products accordingly. This will increase the number of customers and their
satisfaction level. It can guide the firm to innovate better technology and products as per desire of
consumers, which can help to increase its sales of machineries products in the global markets.
Further, JCB should follow effective market strategies as per suitability of various countries by
analysing their environmental conditions. This method can help the management of JCB to reduce
the risk as well as issues. It can provide huge reliability to manage its sales operations of
organisation in the various global areas.
In addition to this, management of JCB should emphasize on more technology like ERP,
CRM (consume relationship management). In this, with the help of CRM organisation wil able
to maintain healthy relationships with its existing consumers. On the other hand, ERP system
will help of the company in managing and maintaining the information properly in the
system. This method can help the firm to increase its efficiency and performance in the
international market. It can aid company to recruit less employees as compared with past years.
Along with this, it can play important role for JCB to decrease its expenditure.
Conclusion
From the report, it is found that differentiation strategies of corporation provide effective
help to expand its business in the global market. Further, market entry strategy contribute effective
role for JCB to select appropriate market strategy to enter in the new international market.
Innovation in production and logistics also helps the organization to increase its efficiency and
performance in the international market. In addition to this, marketing mix aids the JCB to develop
effective marketing and competitive strategies to gain more profit from industrial and domestic
consumers. It can be concluded that suggestions contribute effective role for management of firm to
reduce its sales issues in the various countries.

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