Global Strategy

ESEUNE Business School

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Prof. Martin Ignacio Prieto

Global Strategy

Professor Martin Ignacio Prieto

Strategic Planning Consultant and International Marketing Interim Manager specialized on the promotion and development of new SBU’s , start-ups and international branches in Europe, the Middle East, Asia and America (North, Central and South America).


We live in a flat world, in which companies shall be Global. In this module we train companies on different strategies towards internalization.


1. First Lecture

The first part of the seminar will offer an overview of the most relevant strategic perspectives and the tools to develop them.

HAIER Case study

One of China’s most recognized brands. When the world looks for the next brilliant idea, this is the story of average people, led by a mature leadership team, showing what they can do when it comes to business model reinvention.

Please read the attached document “Haier strategy to compete” and prepare the following analysis for the group discussion at 16:00h (You may want to look for additional information about the company in Internet):

  • Industry analysis: By using the Porter 5 Forces analysis, understand what determines the competitive intensity and therefore attractiveness of the industry where the company conducts its activities.

  • Company analysis: Use the SWOT (Strengths, Weaknesses, Opportunities and Threats) to assess the Haier organization and its chances to be successful.

  • Define the corporate and business level strategy and its USP (Unique Sales Proposition).

2. Second Lecture

The second part of the seminar will showcase the industry environment in countries like China, Brazil, USA, the Middle East and Germany as well as the business models and strategies of some of the best known global companies.

COCHLEAR Case study

The term “Born Global” was coined by Michael Rennie, Managing Partner at McKinsey, in 1993 to describe a company that targets global customers from its beginning. Cochlear Ltd (NSW) – a publicly listed company that designs and markets multi-channel cochlear implants for the hearing impaired – represents the quintessential Born Global industry in the world.


10:00 - 12:30 Lecture

12:30 - 13:30 Lunch

13:30 - 14:30 Work Group

14:30 - 15:00 Break networking

15:00 - 17:30 Lecture & Discussion

Classes will take place 14 and 15 November, from 10.00 am to 5.30 pm

Saturday, Nov. 14th, 10pm

Training Center, Building 1, Zhongbei Headquarters Economic Industrial Park, Xiqing Automobile Industrial Zone, 300384 Tianjin

Address in Chinese: 西班牙卡斯提尔商学院- 中国项目地址: 天津市西青汽车工业区中国北总部经济产业园1号楼培训中心300380

Call Wendy 17702278167

RSVPs are enabled for this event.

ESEUNE Business School Tianjin

Contact person for coordinating how to arrive to our school : Wendi +86 022 78 167