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In many ways, domestic marketing and international marketing are similar. They are based on the same fundamental principles of using price, product, place and promotion to craft appeals to customers that will enhance sales. There are certain facets of international marketing, however, that are slightly different. Marketers need to be aware of what these similarities and differences are.
In terms of similarities, the fundamental things that a company must pay attention to are the same. The company must understand its target market, have a strong distribution strategy, set its price effectiveness and it is must promote the product with a message that appeals to the target market (Nag, n.d). The mechanics of these things, however, can be considerably different in foreign markets. IN particular, where consumer tastes and ability to pay are different, or where channels for either distribution or marketing communications are different, a company can be…
ASTM. (2001). The economic benefits of standardization. ASTM Business Link. Retrieved December 4, 2012 from http://www.astm.org/BIZLINK/BusLinkA01/DIN.html
Buzzell. R. (1968). Can you standardize multinational marketing? Harvard Business Review. Retrieved December 4, 2012 from http://hbr.org/1968/11/can-you-standardize-multinational-marketing/ar/1
Franchise Press. (2011). Starbucks buys back control of stores. Franchise Press. Retrieved December 4, 2012 from http://www.franchise-press.com/2011/06/03/starbucks-buys-back-control-of-stores/
Nag, B. (no date). Basics of international marketing. Indian Institute of Foreign Trade. Retrieved December 4, 2012 from http://www.unescap.org/tid/artnet/mtg/competitivenesss_s7.pdf
Ethnocentism is an attitude of supeioity, in a cultual sense, whee one thinks that one's cultue is supeio to the othes'. Ethnocentism is the basis of the acism and nationalism and the tibalism sentiments that exist in the wold of humans. (Definition of ethnocentism) In addition, ethnocenticity is geneally accompanied by a feeling that because one's own cultue is the bets, it is easy to feel contempt and hated towads othe cultues that exist, and also, because of this feeling, the wold is also seen though ose tinted glasses. (Speak Soft, Speak Sue) This means that since ou own cultue is the best, it automatically means that all the othes must fit into the expectations that ae a pat and pacel of ou cultue, especially since thei cultue is so infeio to ous. Hee it has to be mentioned that the concept of Ethnocentism cannot be said to…
references. Retrieved From
Accessed on 8 October, 2004
International Marketing Company. Retrieved From
http://www.ankiti.com / Accessed on 8 October, 2004
The beginning of the introduction is a bit clumsy, but this is a style issue and not material to the paper. The subject is introduced well. The authors do a good job of framing the problem. It is easy to understand that the debate is between two options that are essentially mutually exclusive in using a consistent global marketing program vs. tailoring the marketing program for each country or culture. The authors explain their methodology well, and it is easy to understand as the reader. The brevity and lack of tangential rambling in the introduction is appreciated.
The objective of the study is to synthesize the existing body of literature. This body is extensive, and the authors believe that there have been very few direct comparisons between the two international marketing approaches. Their aim is to bridge that gap in the research, so that there is more of…
Cheon, H., Cho, C. & Sutherland, J. (2007). A meta-analysis of studies on the determinants of standardization and localization of international marketing and advertising strategies. Journal of International Consumer Marketing. Vol. 19 (4) 109-147.
One of the fastest growing and most profitable investment opportunities open to international entrepreneurs today is the possibility of constructing entities known as 'virtual corporations' or 'hollow corporations.' Such companies are designed to capitalize on outsourcers' points of leverage to achieve greater efficiencies, lower costs, and access to resources, thus increasing one's own competitive advantage. In other words, because of one's proximity to particular goods, without much capital, by constructing a 'hollow corporation' one may act as an effective 'middle person' or distribution center for goods. These are usually goods desired in another area of the world that are plentiful near one's own location, but not plentiful in another location. (Commercial Accounts, November 11, 2001, Website Accessed November 29, 2002, (http://www.thepldgroup.com/commercial%20accounts.htm) Of course, the reverse is also true. One can also import goods from abroad, with the intent of facilitating distribution of these goods to a scarce section…
He or she must do so with an eye to ensure that he or she is fulfilling an unmet need to import and export goods. Or, if a need is in fact being met by potential competitors, the goods transmitted ought not being priced at a competitive and relatively inexpensive rate compared to the rate one is prepared to provide at the onset. Can the goods this potential marketer is considering brokering find a market, and what sort of audience will these goods be targeted at? How much will it cost him or her to target a particular country with his or her business, and will the shipping rates internationally not detract from the 'bottom line'? The potential market for goods is critical because it must be assured that there is a stable demand for the product, or such a demand can be generated over time. To determine this, the businessperson must have a savvy knowledge base of the sort of market that exists internationally for the particular goods he or she will be dealing with.
On a more practical level a businessperson of this virtual business must think of the regulations regarding shipping and handling of particular goods, internationally. What sort of regulations could potentially impede him or her importing particular goods into a particular country? Conversely, will goods that are legal from a particular outside country be prohibited in their transmission to the United States? The European Union, to take an obvious example from the real world, has different regulations containing genetically modified foods than the United States. If a particular hollow corporation was involved in the transmission of a popular brand of chocolate that made use of fruit flavorings from genetically modified crops, these products might potentially be banned from being imported into all EU countries.
A third and equally important consideration is that of payment. If on a small scale, a businessperson may have to ask him or herself, what methods of credit card verification are available? Will the individuals in the country or country that is primarily being dealt with have forms of payment that are acceptable in the United States, such as Visa, MasterCard, or other international forms of credit? Will the exchange rate be favorable or unfavorable to an individual doing business from the United States? On a larger scale, can there be a reasonably equal flow of imported and exported goods by the hollow corporation in all transactions? When, for instance, one's firm has agreed to sell goods to another firm for cash contingent upon their purchase of a like value of goods from that firm in a counter-purchase deal, there must be some level of certainty that the other firm is both solvent and the goods are salable in both markets. (Caeotra and Grahmn, (2001), International Marketing, McGraw Hill, Chapter 18 & Chapter 17)
The Future Automotive Market Analysis in Europe and North America
Driving in Europe and in the United States has a lot of different things. For the different shape of geographical condition, available funding and different approaches in policies, there would be differences in the type of vehicle people choose, or the type of public transportation the government would provide for the whole community.
There is no doubt for the cultural factors that may give an impact to what people choose. Car manufacturers also take studies for the two different communities. As more tendencies to people in Europe and the U.S. develop their own preferences in automobile types and accessories, they would also need to target the market to suit the needs of the different communities.
The Europeans and The Small Cars
Chandler said that road infrastructures apparently become one of the challenging factors for car manufacturers to decide…
BBC News. Nov 1999. UK Motorists 'Worst Off in Europe'. Retrieved November 10, 2002, from BBC News Online. http://news.bbc.co.uk/hi/english/uk/newsid_536000/536787.stm
Chandler, C. Globalization: The Automotive Industry's Quest for a "World Car" Strategy. Retrieved November 10, 2002 from Global Edge, Michigan State University. Web site: http://globaledge.msu.edu/KnowledgeRoom/FeaturedInsights/0018.pdf
How Much Is That Doggy in the (Rear) Window. 2002. ON TRAC Vol. 02 No. 01. Retrieved November 10, 2002 from Travel Relocation Automobiles Compensation. Web site: http://www.runzheimer.com/corpc/ontrac/scripts/ontracprint.asp
Madslien, J. Jan 2002. U.S. drivers keep on truckin'. Retrieved November 10, 2002, from BBC News Online. Web site: http://news.bbc.co.uk/2/hi/business/1741531.stm
International Marketing Comparison of Spain and Czech Republic
This paper is written out in the form of a comparison between the two countries of Spain and Czech Republic. In all the sub-heads, the situation in Spain is first discussed and that is followed by the relevant description about the Czech Republic. In all reasonableness, Spain has been a poor country with low employment, and this is being solved with temporary employment of the citizens. The unemployment was as high as 20%, and this certainly does not give much hope for a new product. The unemployment problem has been somewhat controlled, but this has led to a very high temporary employment, and these people are very poorly paid, and this also does not give much hope for purchases. Comparatively, the Czech Republic has been a country with a stronger economy due to the developments of the country over the last fifteen…
1. Developments in individual OECD countries: Spain. OECD Economic Outlook, June, 2003 Retrieved at http://www.findarticles.com/cf_0/m4456/73/105851426/p2/article.jhtml-termAccessed on 14 April, 2004
2. Bigda, Carolyn. A Cracked Foundation for Spain's Economy. Sept, 2001 Retrieved from www.findarticles.com/cf_0/m2548/2001_Sept/79151368/p1/article.jhtml
3 http://www.findarticles.com/cf_0/m2548/2001_Sept/79151368/p1/article.jhtml . Accessed on 14 April, 2004
3. Carlin, John. An ethical nation, full of bluster: Spaniards love Europe because they hate each other. So will the country fall apart? (Europeans/Spain) New Statesman, June 16, 2003 Retrieved from www.findarticles.com/cf_0/m0FQP/4642_132/104081244/p1/article.jhtml
There are several blunders that have occurred with respect to international marketing. Some come under the category of basic linguistic misunderstanding, but others are more catastrophic in nature, causing offense in addition to costing the company sales. In some cases, the blunder gets back to the home market and does damage there, as was the experience that Nestle had in Africa. This report will outline some of the blunders of the past and how international marketers can avoid these sorts of blunders in the future.
Some international marketing blunders are simply issues of translation, or mistranslation. Google Translate does not get the job done -- languages vary from region to region, and international marketers can get caught by idioms and slang very easily. An obvious example was when Chevy launched the Nova in Mexico in the 70s. "No va," in Spanish, of course means "doesn't go," probably…
Czinkota, M.R., & Ronkainen, I.A. (2013). Chapter 1
Kumar, V., Sunder, S., & Ramaseshan, B. (2011)
Madden, T.J., Roth, M.S., & Dillon, W.R. (2012)
International growth strategies bring a number of challenges for business organizations. They not only have to analyze the business environment in the new markets, but also formulate effective international marketing strategies which enable them to compete in a competitive and profitable way (Cadle, Paul, & Turner, 2010). International expansion may become a disaster if an organization tries to penetrate the market without a careful analysis of the external environment as well as of its own internal strengths and competencies (Frederic, Agnes, & John, 2011). A company can either choose to export its products in the new markets or setup its manufacturing units keeping in view the feasibility of its business in those markets.
This paper acquaints the reader with the international marketing strategies of DaimlerChrysler for its Smart Car brand which is to be introduced in a new Asian market. The major focus of the paper is to…
Cadle, J., Paul, D., & Turner, P. (2010). Business analysis techniques: 72 essential tools for success, 1st Edition. London: British Computer Society
Ellwood, I. (2002). The essential brand book: over 100 techniques to increase brand value. 2nd Edition. London: Kogan Page
Frederic, M., Agnes, V., & John, M. (2011). 2nd Edition. Pest Analysis. U.K: Gardners Books
Jenny, M., & Scammon, D.L. (2010). Principle-Based Stakeholder Marketing: Insights from Private Triple-Bottom-Line Firms, Journal of Public Policy & Marketing, 29 (1): 12-26
A situation analysis is termed as a foundation to be used for a marketing plan. A situation analysis normally includes an examination of both the internal and external factors that can affect a business. A situation analysis creates an overview of the organization that acts as a guide to understanding the factors that influence the future of an organization (Lorette, 2010). The paper will look at the situation analysis for Starbucks's coffee for entry into India as the target market.
Starbuck's international profile
Starbucks Corporation is a global coffee chain house and companies which started in 1971 as a roaster and a retailer of ground coffee, whole bean coffee and tea in Seattle. The mission of the company is "to inspire and nature the human spirit-one cup and one neighbor at a time." Over the years Starbucks has undergone a rapid expansion and now it is the largest…
Paunikar, V. (2012). International Business plan; Starbucks India. Retrieved November 7, 2013 from http://www.cbe.csueastbay.edu/~sbesc/1bp04.pdf
Parikh, B.(2009)Starbucks in India just the right time. Retrieved November 7, 2013 from www.slideshare.net/b_a_d_bad/15173068-internationalbusiness-starbucksinindia
Speiser, M.(2003).Starbucks international operations. Retrieved November 7, 2013 from http://www.mi.rei.ase.ro/Site%20MI/Starbucks_EN.pdf
Roby, L.(2010). Starbucks International Business. Retrieved November 7, 2013 from http://digitalcommons.liberty.edu/cgi/viewcontent.cgi?article=1237&context=honors
Technology is helping in the globalization of world economy in more ways than one with the effect that consumers almost everywhere want global products regardless of whether they live in Los Angeles or remote Africa. The forces driving globalization are (i) flow of information (ii) flow of people (iii) Technology: helping economies of scale with cheaper transportation makes global sourcing possible (iv) Globalization is helping attain lower cost as huge investments are needed for new product development and strategic alliances need global markets to deliver enough demand. (International Marketing in the Internet Age, n. d.)
Companies exploiting the potential of the Internet in the process of internationalization are able to capture international transactions and operational efficiencies in communication. The Internet has given these companies the capability to have an international presence of its brand. Apart from that companies felt the need of a web presence as a central element in…
Aliber, Robert Z; Click, Reid W. (1993) Readings in International Business: A Decision.
Arnold, David. 2003. The Mirage of Global Markets: How Globalizing Companies can Succeed and Markets Localize. Prentice Hall.
Aswathappa, a. (2006) International Business. Tata McGraw Hill.
The argument of one-size-fits-all branding fits with institutionally-based branding strategies (Harris, Attour, 2003) yet on a product or service-specific basis the need for having highly specific, targeted, localized branding strategy that aligns with the cultural norms, values and expectations of potential customers is crucial for trust to be created and sustained (Cayla, Arnould, 2008). In many Islamic nations there is a strict code of dress and adherence to religious more and values. The world-0famous singer Madonna during her tour this year of Indonesia, an Islamic nation that required the singer to wear long sleeves on stage and delete the more provocative dance routines from her show as religious and government officials said they were too offensive to the Islamic people of the country. This is one of the better known examples of just how sensitive and aware marketers need to be regarding the cultural and religious norms, values and perceptions…
Klaus Backhaus, Jenny van Doorn. 2007. Consumer Perceptions of Advertising Standardization: A Cross-Country Study of Different Advertising Categories. International Management Review 3, no. 4 (January 1): 37-49. http://www.proquest.com (Accessed December 1, 2008).
Sandy Bulmer, Margo Buchanan-Oliver. 2006. Advertising across Cultures: Interpretations of Visually Complex Advertising. Journal of Current Issues and Research in Advertising 28, no. 1 (April 1): 57-71.
International Marketing and Culture
Globalization has increased opportunities for international marketing and business for many companies that could not afford to do so in the past. Many researchers consider international marketing to be synonymous with exporting. However, they are not the same and international marketing is much more complex than simple exporting. When a company exports its goods, they already have a buyer. Many timesm this buyer is the local distributor for the goods and has to market to local clientele. The end distributor is immersed in the culture and already has an established business in the area. They already understand their market and the exporter is simply someone on the their supply chain. International marketing involves taking the place of the end distributor. This is a much more complex issue than simply being a step in someone else's supply chain. This research will support the thesis that establishing brand…
Perner, L. (n.d.). International Marketing. University of Southern California. Retrieved March 13, 2011 from http://www.consumerpsychologist.com/international_marketing.html
Socyberty. (2007). "USA and Canada: Geography, Politics, and Downright Cultural Differences." Retrieved March 13, 2011 from http://socyberty.com/society/usa-and-canada-geography-politics-and-downright-culture-differences/#5min
Hofstede, G. (2001). Culture's consequences: Comparing values, behaviors, institutions, and organizations across nations. Thousand Oaks, CA: Sage.
Hui, M., Ho, C. And Wan, L. (2011). Prior Relationships and Consumer Responses to Service Failures: A Cross-Cultural Study. Journal of International Marketing. March 1, 2011. Retrieved March 13, 2011 from http://www.marketingpower.com/AboutAMA/Pages/AMA%20Publications/AMA%20Journals/Journal%20of%20International%20Marketing/TOCs/SUM_2011.1/prior_relationships_and_consumer.aspx
In this instance, they emphasize on the need for farmers to implement more environment friendly techniques (Groupe Danone website, 2008). Danone encountered a problem in omania, after some items were suspected to contain damaging chemicals. The immediate marketing campaign revolved around a local star, which emphasized that the products were being safely manufactured in proper facilities and anyone who desired to see this for themselves was invited to visit Danone omania.
Danone: Differences among the company's marketing strategies per region
The international marketing campaigns implemented by Danone only reveal slight differences, often materialized in approaches based on particular features of the market, the most common example being the campaign aimed to reassure the omanian consumers of Danone's high quality.
Danone: Similarities among the company's marketing strategies per region
All marketing campaigns are based on a message, this being the healthy life achieved through the consumption of healthy Danone products. Even…
Adams, B., 2007, McDonald's Strange Menu Around the World, Trifter, http://www.trifter.com/Practical-Travel/Budget-Travel/McDonalds-Strange-Menu-Around-the-World.35517last accessed on September 19, 2008
Cateora, P., Graham, J., 2006, International Marketing, 13th Edition, New York, NY: The McGraw-Hill Companies, Inc.
2008, Official Website of Nike Inc. http://www.nike.colast accessed on September 19, 2008
2008, Nike, Inc., Hoovers, http://hoovers.com/nike/--ID__14254 -- /free-co-profile.xhtmllast accessed on September 19, 2008
International Marketing Dell
Technology and Computers market has become the important part of the entire global market. There are number of companies who have already stepped in to this business and thus made it highly competitive. The U.S. market is currently most crowded with the computer manufacturing companies. The major companies are HP, Lenova, Compaq, Apple and Dell.
Dell is one among these companies that has well thought out marketing strategies. These are the strategies that have taken this young company up to high levels of success. Dell Corporation brought the concept of direct marketing and just in time inventory that highly reduced the costs and provided high profits. It is due to these achievements that Dell is now competing with the leading players of the computer manufacturing market.
Dell is one of the largest computer hardware manufacturing American companies that also offer its services all around the…
Dell. (2012, May 27). Industry Analysts. Retrieved from Dell.com: http://content.dell.com/us/en/corp/about-dell-analyst-relations.aspx wikinvest. (2012, May 25). DELL. Retrieved May 27, 2012, from Wikinvest: http://www.wikinvest.com/stock/Dell_%28DELL%29
It expalins why Botswana is very interested today in development of tourism and especially eco tourism in order to save existing natural features and resources to future generations: "he trade, hotels and restaurants sector has been growing by more than 10% per annum in recent years, showing the huge potential of tourism. Investment by the private sector in the Botswana economy as a whole has increased from P150m to P500m over the past ten years. ourism investment has increased even faster from P12m to P55m." (From ourism ripe for investment)
2. Identify any government tax or other financial incentive that may apply to a foreign (Service Sector) firm
oday government of Botswana provides a favorable investment climate for foreign investments that are ready to invest in non-mining sector of economy. Such practices according to the opinion of specialists will allow to create a developed infrastructure, will allow the country to…
The International Financial Services Centre (IFSC) wants to encourage banking and finance companies, broking and trading, insurance, investment advice, and the flotation of unit trusts, money market funds, equity funds and retirement funds." (from ( http://www.discover-botswana.com/articles/doingbusiness.php )
International Marketing Management
The role of the augmented product component has significantly added differentiation and value to products that compete in highly commoditized and less differentiated markets. These include cell phones accessories, cell phone plans, and the pervasive use of customer service to drive up lifetime customer value and loyalty. Augmented components of products are also the guarantees, accessibility to technical and service support resources, and warranties delivered with the product itself.
This augmented component is typically the most abstract yet is the most critical for any product to achieve lasting differentiation.
Why is a "global brand" the firms most valuable asset?
The strongest asset any firm can have is a global brand because this equates to a global identity, and further, equates to a greater potential of capturing new customers through a higher level of awareness in global markets. A global brand is a critical catalyst for building awareness of the benefits…
However, because Rimmel is positioned above the bottom of the market, it could be a trade-up brand itself during economic upswings, as consumers leave their cheap local brands for a more prestigious and internationally recognized name like Rimmel.
The means by which Rimmel cosmetics are priced is appropriate for a company with its market strategy. Rimmel needs to have a good value proposition, which implies good quality and a relatively low price. The company has a strong established name and good celebrity endorsements, so it needs to separate itself from generic cosmetics with its pricing strategy, but its total sales figures and distribution strategy demand that Rimmel avoid luxury pricing and a high degree of exclusivity. As such, the company's pricing strategy at present are appropriate.
If anything, Rimmel should increase prices slightly in order to become firmly established as a premium provider within the mainstream cosmetics segment. The company…
In general, the place of manufacture means little to the customers, except when the local producer adapts the products to suit local tastes, as has been the case with Rimmel in China. The place of manufacture is relevant to the company's workers however. Due to local regulations, the company often produces domestically. For example, Coty signed an agreement with a Chinese firm to manufacture Rimmel locally when the brand was launched in the Chinese market (Montague-Jones, 2008). These local producers become an important stakeholder, as do the governments of those nations that support the use of local producers.
Demands of the Market
The target market demands reasonable quality make-up at a reasonable price. For the most part, Rimmel is able to meet this demand. There are indications that certain products do not meet consumer demands with respect to quality. This indicates that place of manufacture can impact on customers as…
Montague-Jones, G. (2008). Coty sends Rimmel to booming Chinese market. Cosmetics Design.com. Retrieved November 1, 2010 from http://www.cosmeticsdesign.com/Financial/Coty-sends-Rimmel-to-booming-Chinese-market
If one company does liquidate its properties in Venezuela, this could potentially create an opportunity for another firm to acquire those properties and build market share. Such a strategy would make sense if the political risk decreased the purchase price and was believed to be either minor or short-term in nature. However, it is unlikely that a macroenvironment that one firm considers to be unfavorable would be considered favorable by another firm in the same industry. Only if there are specific conditions in the second firm that the first firm does not have -- in this case special connections to government would be one -- would it make sense for another hotel company to increase its presence in a market that was being abandoned by a close competitor.
The deciding factor, however, should be the balance between the costs of leaving Venezuela and the costs of re-entering the market at…
The U.S. companies have benefited from the cost reductions to labor, the significantly lower healthcare costs, and the lower compliance costs if they are privately held with subsidiaries in Mexico. They have also had to pay the price of protecting their factories and employees in an area known for rapid escalation of drug violence as well. In aggregate, between Mexican and U.S. companies, the latter is by far more ahead on both the NAFTA and Free Trade Area of the Americas agreements. As for the comparison of Mexican and U.S. workers, the Mexican workers have an opportunity to gain higher paying jobs and American workers have to contend with their skills becoming more commoditized and work less. The trade policy of the U.S. has been to promote the global relocation of highly commoditized, low risk industries out of the country, which has harmed employment in these sectors while in some…
DiCaprio, A.. (2010). U.S. Free Trade Agreements and Policy Flexibility: Will New Rules Hinder Industrialisation? Development Policy Review, 28(4), 387-410.
Kim, K.. (2010). Is Free Trade Good for Working Americans: Lessons from North American Free Trade Agreement. The Business Review, Cambridge, 15(1), 33-38.
Also, people will buy more of the items if properly advertised by using well-known soccer players.
Secondly Brazilians love beach and related sports, it is wise to focus on beach related items such as shorts, bikinis with traditional Brazilian flare. Thirdly, people will also prefer a small Brazilian flag tattooed over their accessories such as caps, gloves or shirts. It is very much preferred and brings a slight feeling of nationalism.
Now, let's have a look at the pricing strategy. Since Brazil is not a rich country, the firm should not introduce expensive or very expensive products in the beginning, "the price tag should be nominal that is affordable for the working class" (Marvin 124). "The firm should focus on gaining customer confidence first as a base for itself, it should lower the price of its products so that it can gain many buyers" (Wilson 112). The cheap labor is…
Beckman, Theodore. Marketing, New York: Ronald Press, 1967. Print.
Hills, Gerald. Marketing and Entrepreneurship, Westport: Quorum Books, 1994. Print.
Goldberg, Marvin. Social Marketing Theoretical and Practical Perspectives, New Jersey: Lawrence Associates, 1997. Print.
Wilson, Richard. Strategic Marketing Management, Oxford: Elsevier Butterworth-Heinemann. 2004. Print
The company is not presently seeking major expansion of distribution points, but is rather focused on organic growth within its current strong markets. However, there is little concrete information from the company with regards to the state of its expansion plans.
Rimmel is based in London, and trades heavily on the image of London as a fashion center. London-based models are typically used to promote the brand (Kate Moss, for example) and the company utilizes the tag "the London look" in some of its promotions.
The manufacturing location of its products is virtually irrelevant in the company's marketing, with the possible exception of using local production to avoid duties and tariffs. Assembly is also largely irrelevant -- Rimmel is strictly focused in its marketing messages with the London association.
London is the central focus of the advertising, to the point where the products are explained in the context of different…
In other words while a business may decline in a market in one country, at the same moment the business may experience a decrease in another or perhaps several other countries. Therefore, to be a business on an international level offers a type of padding against sudden market declines that effectively destroy the business but instead there is a balance found within the business structure that survives the declines because those declines are offset by other increase of business in other markets throughout the world.
Using Customer Insights to Build Brand Loyalty and Increase Marketing OI (2004 Insight Driven Marketing -Accenture esearch eport [Online located at http://www.marketingpilot.com/downloads/White_Papers_&_eviews/Accentureeport.pdf]
Siegel, Phyllis (1997) Whatron Work/Life Integration Project http://www.caseplace.org/cases3117/cases_show.htm?docid=96436
Economies of Capacity and Speed: Choosing the most cost-effective disc drive size and PM to meet it requirements TP-525 • From: Seagate Global Product Marketing • May 2004 [Online available at http://www.seagate.com/docs/pdf/whitepaper/economies_capacity_spd_tp.pdf]
Using Customer Insights to Build Brand Loyalty and Increase Marketing ROI (2004 Insight Driven Marketing -Accenture Research Report [Online located at http://www.marketingpilot.com/downloads/White_Papers_&_Reviews/AccentureReport.pdf]
Siegel, Phyllis (1997) Whatron Work/Life Integration Project http://www.caseplace.org/cases3117/cases_show.htm?docid=96436
Economies of Capacity and Speed: Choosing the most cost-effective disc drive size and RPM to meet it requirements TP-525 • From: Seagate Global Product Marketing • May 2004 [Online available at http://www.seagate.com/docs/pdf/whitepaper/economies_capacity_spd_tp.pdf ]
Seagate Expands Market Reach by Adding Three New Distributors in North America (2005) News Release 1 Feb 2005 [Online available at http://www.seagate.com/cda/newsinfo/newsroom/releases/article/0,1121,2599,00.html ]
However, the expatriate has the net advantage of significantly superior product knowledge and control, even if the costs of maintaining him are also higher. Foremost, the expatriate must be able to travel from the host country to the home country in order to conduct face-to-face meetings with his superiors and inform them of the progresses made. Traveling however consumes time and energy and the employee could become tired and unfocused. The need for a strong mind with high motivation and concentration skills becomes as such obvious (Honeycutt, Ford and Simintiras). Also, there is a strong need for the individual to be extremely well adjusted and capable to integrate within the new community. This is most important when "historically, multinational firms have been plagued by the problem of premature return of expatriate managers due to their inability to adapt to the culture of the host country" (Katz and Seifer, 1996). A…
Befus, D.R., Mescon, T.S., Mescon, D.L., Vozikis, G.S., 1988, International Investment of Expatriate Entrepreneurs: The Case of Honduras, Journal of Small Business Management, Vol. 26
Hess, M.B., Linderman, P., 2002, Expert Expatriate: Your Guide to Successful Relocation Abroad: Moving, Living, Thriving, Intercultural Press
Hsieh, T.Y., Lavoie, J., Samek, R.A.P., 1999, Are You Taking Your Expatriate Talent Seriously? The McKinsey Quarterly
Honeycutt, E.D., Ford, J.B., Simintiras, a., 2003, Sales Management - a Global Perspective, Routledge
International Marketing Plan
Although many countries have manufacturing facilities, each has benefits and drawbacks. When looking for a country to do business in, I considered costs related to manufacturing, transportation, export-import files, and tariffs. After choosing Costa Rica as my manufacturing provider, I further researched aspects of geographical, political, economic, and social nature in order to comfortably conduct business there. Lastly, I established my company, product, business, costs, revenues, and credit line in order to comfortably conduct business there.
Product manufacturing and distribution
Producing a product is not an easy task. There are many things to consider and decisions to make, such as cost, labor, and quality manufacturing. These questions, and other facets, need to be addressed, like the one which follow: Who will produce the product? What type of materials will be used to create the product. Where will this product be manufactured? Will the manufacturer be all inclusive…
S. For discerning travelers" by the Travel Channel. (ll labama, 2013, p.1) In addition, the World Fishing Network nominated Orange Beach, which is adjacent to Gulf Shores, the World Fishing Network's Ultimate Fishing Town.
II. Gulf Shores ttractions
Included in the attractions in Gulf Shores is the 'Gulf dventure Center at Gulf State Park'. This features a Hummingbird Zipline consisting of seven towers and six ziplines over the length of one mile. The Zipline provides a great point for "taking in spectacular views of the white sand beaches and crystal clear waters found only at Gulf State Park." (Gulf dventure Center, 2013) The following picture shows the ziplines at night.
Hummingbird Ziplines in Gulf Shores, labama
Source: Gulf dventure Center (2013)
Rather than construct the zipline towers with concrete and steel, the ziplines were constructed out of wooden poles and lumber which is much more eco-friendly and environmentally…
Also featured in Gulf Shores, Alabama are fishing expeditions and kayaking as well as the Alabama Gulf Coast Zoo. These are just a few of the many attractions in Gulf Shores, Alabama.
Wildlife tourism is a big business in Gulf Shores, Alabama and according to one report, wildlife tourism "generates over $19 billion in annual spending." (Stokes and Lowe, 2013, p.5) The total spending in wildlife tourism includes $8 billion spent on
International Marketing -- South Korea Country Study
The primordial question at the basis of this study revolves around the attractiveness of South Korea to American investors. Otherwise put, is this country able to determine the American investor to launch business operations in this global part? In order to answer the posed question, a series of analyses will be conducted. Some of these will refer to the general context, whilst others will detail specific issues.
The country is located in the eastern part of Asia; enjoys a temperate climate and owns less than 20% arable land. South Korea is characterized by a tormented historic past, which explains well the differences emerged between the two regions of the Korean Peninsula. The total population of the country exceeds 48 million, and their life expectancy at birth is of almost 79 years. The interactions with the South Koreans are generally formal and follow protocols,…
Gonzales, J., Sherer, T.E., 2004, The Compete Idiot's Guide to Geography, 2nd Edition, Alpha Books
1992, A Country Study: South Korea, American Memory for the Library of Congress, http://rs6.loc.gov/frd/cs/krtoc.html last accessed on November 25, 2009
2008, South Korea, Industry Canada, http://www.ic.gc.ca/eic/site/ibi-iai.nsf/eng/bi18583.html last accessed on November 25, 2009
2009, Definition of Current Account Balance, Economics About, http://economics.about.com/cs/economicsglossary/g/current_account.htm last accessed on November 25, 2009
Comparative advantage is when someone is better at something than someone else. In the context of economics, it is typically applied to trade. For example, if two countries are trading, they should each produce the good at which they have comparative advantage. The overall production of two countries producing to their respective comparative advantage will be higher than if they both produced to their domestic demand. Key to understanding comparative advantage is the idea of opportunity cost. Where resources are scarce, any use of resources for one purpose means that another purpose must be forgone. But if parties produce that in which they have comparative advantage, not only does overall production increase, but opportunity cost decreases (Landsburg, 2007).
The product life cycle theory is an entirely different theory, reflecting an entirely different subject. The product life cycle theory is focused on the idea that products start with an introductory…
Business Mate (2014). What is transaction cost theory? Business Mate.org. Retrieved December 10, 2014 from http://www.businessmate.org/Article.php?ArtikelId=182
CIA World Factbook. (2011). Australia. Central Intelligence Agency. Retrieved December 10, 2014 from https://www.cia.gov/library/publications/the-world-factbook/geos/as.html
FFS (2014). Fragile States Index 2014. Retrieved December 10, 2014 from http://ffp.statesindex.org/
Geert-Hofstede.com (2014). Retrieved December 10, 2014 from http://geert-hofstede.com/
International Marketing Perspective
What are the main factors that have contributed to Banyan Tree's success?
Banyan Tree's first success was finding a niche that the owners could exploit. As the case study says, they realized that there was an opening that they could use to gather guests who were above the level of the large hotel chains, but who did not want to spend the money required to spend a night in the most exclusive resorts. This price difference led to the owners forming the plan for their resort that was more reasonably priced than the large luxury resorts, but would give the customer more than the large hotel chains.
The next thing that they did was to realize what type of experience people were missing. First, people wanted a vacation experience that allowed them to be alone, like they had the space all to themselves, while they were positioned…
Buchanan, R. (2011). Social responsibility and its effects on consumers. Retrieved March 14, 2012 from http://www.ehow.com/info_8207072_social-responsibility- its-effects-consumers.html
Lovelock, C.H., Writz, J., & Chew, P., 2008. Essentials of service marketing. New York: Prentice Hall PTR.
Marketing Minds, (2012). Apple's branding strategy. Retrieved March 12, 2012 from http://www.marketingminds.com.au/branding/apple_branding_strategy.html
Roy, B., 2009. Importance of word of mouth marketing. Retrieved March 11, 2012 from http://www.ehow.com/facts_5796882_importance-word-mouth-marketing.html
International Marketing Communication Perspective
There are challenges that face organizations, which engage in global marketing. This form of cross border marketing involves diversity cultural backgrounds. It is pertinent to note that each country has distinctive needs relating to producing goods for them. International marketing requires a comprehensive understanding of the needs of each target market. This study provides a comprehensive review of the differences and similarities that exist between the marketing needs of UAE and Indonesia (Govers, 2009).
The aim of marketing communication is to convey the accurate information to the targeted group of people. In Indonesia and UAE, the populations are largely Muslim. The right choices to be made as a marketer have to be made to ensure any message delivered to the people is helpful to the brand being marketed. These require a communication strategy when addressing the target market. A communication strategy will help in…
Amant, K., & Kelsey, S. 2012. Computer-Mediated Communication across Cultures:
International Interactions in Online Environments. Hershey, PA: Information Science
Cohen, W.A. 2006, The Marketing Plan (5th ed.). Hoboken, NJ: J. Wiley & Sons.
eanie-the Flavor Company-was born in the homely garage of Mark Porteus in February 2009. It was the brainchild of Chris Tarling and Mark Porteus, former employees of oater's Coffee. As more investors joined the company, the eanies brand was officially launched and registered. As operations began to expand out of the scope of Mark's garage, a 1000 square foot space was rented as an economical alternative in May 2009. Four varieties of flavored instant coffee were introduced in the same month. eanies truly became an "international" brand when it commenced exporting its product for the coffee lovers in Poland. With business growing further, the firm moved to a 2000 square foot space at the end of the winter in 2010. Growth in the digital realm is of prior importance to eanies and it launched its user friendly, fully integrated e commerce website that allows users to create a profile…
Beanies. (2012). Retrieved April 28, 2012, from Beanies Coffee: http://www.beaniescoffee.co.uk/
Coffee in Germany. CBI Ministry of Foreign Affairs in Netherlands.
(2010). Exporter Guide Germany Country Brief December 2010. New Zealand Trade & Enterprise.
German Coffee -- Flavor And Smoothness. (2011). Retrieved April 28, 2012, from German City: http://www.mygermancity.com/german-coffee
Germany Demographics Profile 2012. (2011, July 12). Index Mundi .
Germany Economic Structure. (2010, April 8). Economy Watch .
Germany in Transition: Traditional Markets in decline. (2004, June 14). Coffee and Cocoa International .
(2012). Hot Drinks in Germany February 2012. Marketline Industry Profile.
Kotabe, of Kotabe and Helsen (2001), Global Marketing Management, John Wiley & Sons, New York, discusses timing of product entry decisions related to global rollout and simultaneous entry. He discusses two models of strategy related to entry timing. Discuss these strategies and identify a company, product, and situation for each strategy where it would be better to use one as opposed to the other.
Why might one strategy be better than the other?
Having a first mover or pioneer advantage when entering a market may seem to give a new product an automatic advantage when embarking upon a new enterprise. In other words, to be first in a new or developing market, when determining one's entry timing would seem to give one an advantage over later entrants. However, there is also an advantage to be had competitively in what is known as a 'later mover' advantage, where, as the old…
It seems as if the tourism in Malaysia is heaving influenced by many factors including disease, environmental problems and terrorism. The average hotel occupancy in Penang has fluctuated between 60% in 1998 and 53% in 2002. Because of this fluctuation hotels often find themselves with an over abundance of rooms. Many hotels have competed to offer discounts (as much as 30% of the original rack rate). One all inclusive hotel that was priced at more than $700 per room had to lower its rate by 70% because of low occupancy (Kasim, 2007).
In looking at the virtual reference shelf of the Library of Congress it was interesting to see that there were several resources that could be used to investigate the topic of international marketing and its relation to trade barriers. Once source that I found that could be used for research purposes, pertains to data related to international trade.…
Kasim, Azilah. (2007). Corporate Environmentalism in the Hotel Sector: Evidence of Drivers
and Barriers in Penang, Malaysia. Journal of Sustainable Tourism. 15(6), 680-699.
Prokkola, Eeva-Kaisa. (2008). Resources and barriers in tourism development: cross-border cooperation, regionalization and destination building at the Finnish-Swedish border.
Fennia. 186(1), 31-46.
Globalization and international marketing ethics problems" by Yucel, Elibol and Da-delen was published in the International Research Journal of Finance and Economics in 2009. The outlines some of the ethical issues that marketers must deal with when they operate internationally. The authors seek to present guidelines to assist marketers in behaving ethically. The authors take the view that a uniform code of ethics should be adopted by either the TO or the UN to help guide ethical practice for international marketers.
The significance of the article is that it recognizes the complexity of the issue of ethics in international market. The authors realize that when different countries have different ethical systems, there are going to be instances where conflict arises. hile this may not have been a significant issue for much of human history, in a globalized environment this issue is significant. The others provide a variety of philosophical perspectives…
Yucel, R.; Elibol, H. & Da-delen, O. (2009). Globalization and international marketing ethics problems. International Research Journal of Finance and Economics. Issue 26 (2009). 93-104.
Is it ethical to encourage Hindus to eat beef-containing McDonald's products, even if the consumer is free to choose to do so? Is it ethical to alter the healthy French relationship to food, to sell quickly consumed 'food on the go' burgers in that nation? Or to market beauty products in Asia that stress the loveliness of the wider estern eye-shape that Asian women cannot attain, without plastic surgery? If the marketing campaign is fully effective, the culture of the nation will be changed, even though stockholders may profit.
Any business boss can make a strong case for the view that agonizing over the impact of one's business decisions on the health of a competitor weakens your effectiveness," scoffs one industry analyst. (Parry, 2003) but while behaving unethically in the short run may reap rich marketing rewards, one could counter that a culturally exploitative and damaging campaign could generate such…
Boyd, Stephen. (Feb 2005) "Word of Mouth -- Marketing Code of Ethics." (Parry, 2004) Get Real. Retrieved 26 Mar 2005 at http://www.corante.com/getreal/archives/2005/02/09/word_of_mouth_marketing_code_of_ethics.php
Parry, Mike. (2004) "Moral Philosophy and Business." Philosophos. Retrieved 26 Mar 2005 at http://www.philosophos.com/philosophy_article_45.html
Sriniva, Tulasi. (3 April 2004) "When food defines culture: The gastronomic landscape that we inhabit is shifting." Deccan Herald. Retrieved 26 Mar 2005 at http://www.deccanherald.com/deccanherald/apr302004/liv3.asp
FDA Market Subfilings of U.S.$225,000
US $10 to $15 million in product packaging, distribution and marketing (and the company was not clear as to if they could afford this cost at this point in time)
Selling Miracare directly to consumers might result in cannibalization of its sales to labs and hospitals affecting the companies' earnings, given product margin differentials, as well as the company's relationship with its distributors, middlemen and customers, such as labs and hospitals.
Consideration must be given for the fact that OTC HIV testing approval would serve to open the door to OTC sales of rapid tests for other infectious diseases (including flu, strep throat, STDs and drug screening) HIV rapid testing market is small but other rapid testing markets are worth potentially billions.
IV. Recognition of Opportunity
ecause these products were likely to crowd pharmacy shelves representing 'opportunity' it was important that Medmira not make…
MedMira to Commercialize Revolutionary New Diagnostic Technology Platform (2006) Immediate Release. Online available at http://www.maplebio.com/prs/20051512_pm.pdf
Medmira Laboratories: The U.S. OTC Decision 9B06A024 (2006) Ivey Management Services. Richard Ivey School of Business. http://www.maplebio.com/prs/20051512_pm.pdf
Medmira Laboratories: International Marketing Analysis
Institutional Distances in International Marketing Channels: Governance Strategies That Engender Legitimacy and Efficiency, the researchers posit that firms doing business in foreign institutional environments face significant pressure to gain social acceptance (which they term as "legitimacy") and to compete in meaningful ways that only result from being well-informed about the host market (which they term "efficiency"). They explain that obtaining legitimacy may incur additional costs of adaptation and market assessment that tends to undercut firm efficiency. Firms must invest to understand the local market and position themselves to work cooperatively with local partners. The managerial dilemma becomes how to gain legitimacy while safeguarding efficiency (Yang et. al, 2012).
The past solution, as the article highlights, was to conform to gain social acceptance for survival -- even if was detrimental to the firm and compromised self-interests. The authors suggest that the more effective method is to minimize institutional distance through regulatory,…
Lin, H. (2012). Strategic Alliances for Environmental Improvements. Business & Society, 51(2), 335-348. doi:10.1177/0007650312437918.
Yang, Z., Su, C., & Fam, K. (2012). Dealing with Institutional Distances in International Marketing Channels: Governance Strategies That Engender Legitimacy and Efficiency. Journal of Marketing, 76(3), 41-55. doi:10.1509/jm.10.0033.
International expansion is one of the growth strategies that are embraced by companies in order to improve their bottom-line/profitability. In this paper, we present an elaborate international marketing strategy for ed Bull energy drink. The marketing plan begins with an introduction into the concept of international expansion and marketing and a brief overview of the company. A review of the main conclusions and recommendations is then presented. This is then followed by a discussion of internalization strategy. In this section, the context as well as context and reasons for the firm's internationalization initiation or expansion decision, as well as a discussion of the stage of internationalization at which your chosen firm finds itself. The next section is a discussion of the foreign market segmentation and targeting strategies. Under this section, we justify our choice of a market concentration or diversification strategy, incremental vs. simultaneous entry, the number of countries you…
Doodle, I. And Lowe, R., 2004. International Marketing Strategy: Analysis, Development and Implementation, ThomsonLearning, London.
EastBridge Import & Export Co., LTD, The Import Procedure of Food and Drink, Viewed 14 March 2012, http://www.eastbridgechina.com/En/Show.asp?id=33.
Encyclopedia of the Nations, China Country overview, Viewed 30 April 2012, http://www.nationsencyclopedia.com/economies/Asia-and-the-Pacific/China.html .
Euromonitor International, Red Bull plans Asian expansion, Viewed 14 March 2012, http://www.marketresearchworld.net/index.php?option=com_content&task=view&id=1232&Itemid=77
Notwithstanding these similarities in the marketing function, there are some important differences that must also be considered. For example, even enormous countries in geographic and population terms that have relatively homogeneous populations may require more straightforward domestic marketing techniques and small city-states will require more elaborate international marketing techniques. For example, as ao (2000) points out, "Given its strong tourism base and an open economy, Singapore has modern international retailing and other marketing institutions, making this country a truly global or international city, while India represents primarily a traditional, domestic marketing environment with considerable isolation from international markets" (p. 188).
According to Hills (1994), the ecological model shown in Figure 1 below indicates that there is no single, successful ongoing or steady-state strategy for small companies involved in international marketing initiatives. This author emphasizes that, "Standardization vs. local differentiation is the single most important issue in ongoing international…
Alon, Ilan. (2004). "International Market Selection for a Small Enterprise: A Case Study in International Entrepreneurship." SAM Advanced Management Journal, 69(1), 25.
Andersen, Otto. (1993). "On the Internationalization Process of Firms: A Critical Analysis." Journal of International Business Studies, 24(2), 209.
Andrews, Tim G., Nartnalin Chompusri and Bryan J. Baldwin Obe. (2003). The Changing Face of Multinationals in Southeast Asia. New York: Routledge.
Beckman, Theodore N. And William R. Davidson. (1967). Marketing. New York: Ronald Press Co.
Starbucks succeeded in Asia specifically because it did not market the same way that it did in North America. Cultural differences made it difficult to market their primary product (coffee), so they shifted focus to their secondary product (the casual "third place"), something that is in high demand in Asia's densely populated cities and Asia's communal culture (Chang, 2010). Had Starbucks stuck with its focus on coffee, the message would have been lost on tea-drinking Asian consumers.
The notion that products can be marketed the same all the world over is a fanciful one. Even the world's most ubiquitous companies tailor their products, their distribution and their promotional strategies to the local conditions. The brand may be the same, but the marketing behind the brand is often very different.
4. There are a number of costs beyond the domestic price that must be considered when marketing abroad, including product-related costs,…
Johnson, J. & Arunthanes, W. (1995). Ideal and actual product adaptation in U.S. exporting firms: market-related determinants and impacts on performance. International Marketing Review. Vol. 12, 3, 31-46.
Chang, D (2010). In Asia, marketing 101 doesn't work. Harvard Business Review. Retrieved February 14, 2010 from http://blogs.hbr.org/cs/2010/02/in_asia_marketing-101-doesnt-work.html
No author. (1999). Pricing, quotations and terms. UNZCO. Retrieved February 14, 2010 from http://www.unzco.com/basicguide/c11.html
Rong, C. (2004). Feeding a behemoth. Far East Economic Review. ISSN: 0014-7591
That's proving a business opportunity for Krispy Kreme, McDonald's and other American fast-food chains. For Krispy Kreme, Japan is part of its overseas expansion -- a crucial element of its revival plan announced earlier this year. The chain, based in inston-Salem, N.C., saw its stock collapse two years ago under the weight of overexpansion in the U.S., an accounting investigation and the low-carb diet craze...[Now a] Japanese man carries boxes of Krispy Kreme doughnuts back to his office...two Japanese girls devour doughnuts last week at a Krispy Kreme shop in Tokyo. Long lines form outside the shops, sometimes leading to waits of an hour" (Kageyama 2007). But because of more health-conscious consumers in other regions of America where the Southern, Americana image of the company has less cache and novelty, this strategy has not been successful. Also, the idea of a 'trans-fat free doughnut' has not quelled fears about health…
About us. (2008). Carvel Ice Cream Website. Retrieved September, 21 2008 at http://www.carvel.com/about_us/about_us.htm
About us. (2008). Dunkin' Doughnuts Official Website. Retrieved September 21, 2008.
Cateora, P.R., & Graham, J.L. (2005). International Marketing. 12th ed. New York, NY: The McGraw-Hill Companies, Inc.
This he can do by engaging in extensive advertising, public relations, sales promotion, personal selling, internet marketing, and sponsorship. Depending on the resources available, the client can use any form of mass media that is within his means. He can also go for the services of public relation companies to obtain favorable publicity within the media. The client can also make use of money off coupons or special offers to increase sales volumes in short-term. Internet marketing techniques like social media and videos on demand can also come in handy (Chaffey, 2007). Message strategy should be well thought out. The message should reinforce the benefit of that product (Schultz & Dev, 2005).
2.1.4 Place Strategy
This stands for ways by which goods are transported from the client to the end users. The client has to ensure that goods reach the market when they are still in good condition failure to…
Beamish, K., & Ashford, R. (2007). Marketing planning 2007-2008. New York: Elsevier.
Chaffey, D. (2007). E-business and e-commerce management: strategy, implementation and Practice. New York: Pearson Education.
Christensen, C.M. (1997). The innovator's dilemma: when new technologies cause great firms to fail. Boston, Massachusetts: Harvard Business School Press.
Galavan, R., Murray, J., & Markides, C. (2008). Strategy, innovation, and change: challenges for management. Oxford: Oxford University Press U.S..
Music is something that reaches the soul. In other more pragmatic words we could state that its role is to answer psychological needs. From this pint of view the greatest opportunity that the artist benefits from is the one of making good quality music. Normally the high quality product should sell itself. In reality it will need a bit of promotion and advertising to achieve its purpose of becoming successful abroad.
Now that we have taken into consideration a multitude of strong points and opportunities, we should probably underline the fact that there are important threats that one must take into consideration. The first threat that we must analyze is represented by the competition. It is true that being a male could be an advantage on the international music market.
One may become the idol of the boys and a desired partner for the girls. Especially under the circumstances in…
Belch G.E., Belch M.A. (2008) Advertising and promotion: an integrated marketing communications perspective. McGraw Hill Higher Education
Benbasat, I., Gefen, D., Pavlou, P.A., (2008) "Trust in Online environments," Journal of Management Information Systems, vol. 24, no.4, pp.5-11
Doole, I., Lowe, R. (2008) International Marketing Strategy: analysis, development and implementation. South Western Educational Publishing
Graham, J, Cateora, P. (2008). International Marketing. McGRaw Hill Higher education
Marketing Communication Programme for the New Product
"The Body Shop" offers a wide range of naturally inspired cosmetics and toiletry products. The brand, originally created in the United Kingdom, distributes its products and expresses its values through a large multi-channel network of exclusive retail shops (1,088 company owned and 1,517 franchisees) in more than 60 countries, as well as through home and online sales. The purpose of this report is developing an international marketing plan for a new product; a special shampoo which mitigates the hair loss problem of people, particularly for men, to be added to the range for international market in Asia for the Body Shop.
An international marketing plan including an analysis of marketing potential and target segment of the new product, a marketing communication programme for the new product is indicated in this report.
This report also provides a SWOT analysis for The Body Shop and…
International Channel Management
The Japanese Distribution System has been under a lot of scrutiny and assessment and analyses by foreigners, and these analyses have attempted to find out the reason behind the absolute 'no go' principle that they find when they attempt to export any product to Japan. In a basic comparison between Japan and the United States of America, for example, while there is one single retail store for every 68 persons in Japan, in America, there is one retail store for every 120 persons. (Japanese Business Environment) The Japanese Distribution is virtually in the midst of a big controversy today, wherein the distributive structure and the various trade practices followed by the Japanese are under question. (A new perspective on the Japanese distribution system: structure and trade practices) The fact is that the Japanese Distribution System came into being during the early years of the seventeenth century, when…
Auckerman, William. Japan Net Penetration doubles in past year. Retrieved From
http://isp-planet.com/research/japan_net_grows.html Accessed on 18 March, 2005
Bilateral Trade Relations: Japan. Retrieved From
http://europa.eu.int/comm/trade/issues/bilateral/countries/japan/index_en.htm Accessed on 18 March, 2005
Analysis of Performance
Another primary factor that is serving as a catalyst for companies integrating their marketing and e-marketing into a single, unified platform is the potential that exists for measuring performance of strategies at a much greater level of accuracy than has been possible in the past (Bernoff, Li, 2008). This is particularly useful from a global standpoint when companies must budget their advertising, promoting and marketing dollars across a wide variety of programs, each operating in a different geography (Sheth, Sharma, 2005). While much has been written about the world being flat, in fact marketing globally has never been more heterogeneous and diverse (Sheth, Sharma, 2005). For companies to attain a high level of trust in their chosen markets the focus needs to be on measuring strategies online to see what resonates and makes them relevant over not (adin, Calkins, Predmore, 2007). Metrics captures from e-marketing can deliver…
Bernoff, J., & Li, C.. (2008). Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review, 49(3), 36-42.
Chang, H., Wang, Y., & Yang, W. (2009) the impact of e-service quality, customer satisfaction and loyalty on e-marketing: Moderating effect of perceived value. Total Quality Management & Business Excellence, 20(4), 423.
Tara J. Radin, Martin Calkins, & Carolyn Predmore. (2007). New Challenges to Old Problems: Building Trust in E-marketing. Business and Society Review, 112(1), 73-98.
Jagdish N. Sheth, & Arun Sharma. (2005). International e-marketing: opportunities and issues. International Marketing Review, 22(6), 611-622.
Marketing eport for Ms. Janet Bradley
Keeping in view the increasing obesity rates in Australia and finding the spicy and high-calorie fast foods as the major reason for it, Ms. Janet Bradley has planned to establish a low-calorie fast food restaurant chain that will serve as an alternative to McDonald's, ed ooster, KFC, and other fast food chains. This paper presents a comprehensive analysis of the micro and macro environment for the new fast food chain in order to recommend strategies which can help it in becoming successful in the industry. The major micro environmental forces which will impact its business are consumer behaviour, suppliers and intermediaries, publics, and competitors. The buyer behaviour has been analysed using cultural, social, personal, and psychological dimensions -- all having a significant impact on the purchase decisions and preferences of the consumers towards fast food products. The restaurant chain will also take a big…
Birn, R. 2004. Effective Use of Market Research: How to Drive and Focus Better Business Decisions, 4th Edition. London: Kogan Page
Blythe, J., & Megicks, P. 2010. Marketing Planning: Strategy, Environment and Context, 3rd Edition. U.K: Prentice Hall
Ellwood, I. 2002. The essential brand book: over 100 techniques to increase brand value. 2nd Edition. London: Kogan Page
Hill, C.W., & Jones, G.R. 2012. Strategic Management Theory, 10th Edition. Mason, OH: South-Western, Cengage Learning
Marketing Case Study
Explain what you think would be an appropriate promotions strategy for both of them. In doing so compare and contrast the two promotions strategies explaining why you think they would be similar or different.
NINE POSSIBLE PODUCT -- MAKET COMBINATIONS
POSSIBLE TAGET MAKETS
GAY MEN O WOMEN
BLACK WOMEN AGED 18-30
NON-LETHAL PESONAL SECUITY PODUCTS
FITNESS / EXECISE PODUCTS
More than one billion adults worldwide are overweight. In the United States alone obesity is responsible for an estimated 300,000 deaths annually. What's interesting is that nearly all of these deaths are preventable through proper exercise and nutrition. As such, fitness is a very contentious issue plaguing many of the developed nations worldwide. Statistics indicate that nearly 33% of all Americas are obese. This bodes very well in regards to marketing as 1 in 3 Americans could use the fitness and exercise related…
1. Swarming the shelves: How shops can exploit people's herd mentality to increase sales." The Economist. 2006-11-11. p. 79-90.
2. Kotler, Armstrong, Philip, Gary. Principles of Marketing. (2011)Pearson education.
3. Joshi, Rakesh, (2005) International Marketing, Oxford University Press, New Delhi and New York ISBN 0-19-567123-6
History of Coca-Cola Company (Coke)
We all know - at least if we are old enough to have heard the jingle - that Coke would like to teach the world to sing in perfect harmony. Except that this isn't quite true. What the Coca-Cola Company would most like to do is to teach the world to drink Coke - or one of its other wholly owned brands. The company has in fact proved to be remarkably hardy in the ever-more-globalizing economy. It's hard to travel anywhere in the world today and not see someone sipping a Diet Coke.
But this does not mean that the company's entrance into different national markets has been smooth - or that its continued competitiveness in various national markets will be assured. Each country presents a unique set of cultural and economic challenges. This paper examines the possible entrance of the Coca-Cola Company into Iran,…
Pendergrast, M. (2000). For God, country and Coca-Cola. New York: Basic Books. http://www.imes.co.uk/pages/iransd.html http://news.bbc.co.uk/hi/english/business/the_company_file/newsid_351000/351871.stm http://www.time.com/time/magazine/international/article/0,9171,1107,00.html http://www.chinabusinessreview.com/0107/weisert.html
Competitive strategy is the bedrock on which companies base business decisions to reach their targets and achieve profitability. Formulating and implementing strategies in international business is much more complicated and difficult task than doing so in home or familiar markets. Competitive strategy deals with the development of abilities by a firm to keep ahead of competitors in the fields in which it operates. Firms develop competitive edge in global markets by possessing certain assets, abilities or characteristics. The primary elements of competitive advantage are the critical offer, the significant operating factors and the firm's strategic resources. (ennett and lythe, 2002) Corporate strategies and international marketing strategies are linked closely and have a bearing on business performance. (rown, 1994)
While some companies focus on a single source of competitive advantage, it is common for many firms to opt for a combination of options to be flexible and attain the…
Ahlberg, J; Garemo, N; Naucler, T. (1999) 'The Euro: How to keep your Prices Up and your Competitors Down', The Mclliney Quarterly, Volume: 2
Bennett, R. (1996) 'Relationship formation and governance in consumer markets: Transactional analysis vs. The behaviorist approach', Journal of Marketing Management, Volume: 12; No: 6
Bennett, R. (1999) 'International Business Frameworks', Second Edition, London: Financial Times/Pitman
Bennett, R and Blythe, J. (2002) 'International Marketing: Strategic Planning, Market Entry and Implementation', London: Kogan Page
Business users will be charged $45 a month for data. By giving back the revenue to the carriers, which they may use for subsidies, Apple is hoping to dramatically increase its volume, as well as sell more Macintosh computers to iPhone users" (Markoff 2008).
This tradeoff illustrates an important aspect of marketing any new technology -- not only must the product be affordable, but so must the service itself. Apple is striving to convince consumers that using as well as buying the iPhone is financially feasible and also hopes its attractive pricing strategy for the iPhone will convert more consumers to the use of its other product, like Macs, because of the satisfaction they derive from the iPhone. Additionally, while business users are charged more per month because they use more data services, Apple also has tried to still make the iPhones attractive to businesses, by selling them the phone…
Apple iPhone." (2008). CNET. Retrieved 6 Aug 2008 at http://reviews.cnet.com/smartphones/apple-iPhone-8gb-at/4505-6452_7-32309245.html
Balan, Elena. (30 Jul 2007). Nokia to make iPhone competition with new music download service." So ftpedia.com.Retrieved 6 Aug 2008 at http://news.softpedia.com/news/Nokia-to-Make-iPhone-Competition-with-New-Music-Download-Service-61324.shtml
Holson, Laura M, (2008)."AT&T targets business customers with iPhone." The New York Times. Retrieved 6 Aug 2008 at http://bits.blogs.nytimes.com/2008/06/09/att-targets-business-customers-with-iPhone/index.html?ref=technology
Markoff, John. (10 Jun 2008). "Apple aims for the masses with a cheaper iPhone." The New York
Marketing in a Less Developed Country
A less developed country is that country with a Gross Domestic Product (GDP) of less than 2% of global trade in goods relative to other countries. Less developed countries are characterized by little industry and sometimes a comparatively high dependence on foreign aid. These countries are grouped as the poorest and weakest market economies and consist of more than 880 million people. They rely heavily on exports of agricultural products whose prices keep on fluctuating fetching low price in the international market while they import most of the industrial and manufactured goods from developed countries a reason for continued balance of payment deficits, resulting into high debt burdens which have kept them as beggars' in the international community thus a continuous vicious cycle of poverty (UN-OHLLS, 2011).
Less developed countries are also characterized by low level of socio-economic development with weak human and institutional…
C. Samuel Craig and Susan P. Douglas, (1999).Conducting international Marketing Research in the 21st century. Retrieved on Nov 23, 2011 from http://people.stern.nyu.edu/sdouglas/rpubs/imr.html
Food and Agricultural Organization, (2011).Global agricultural marketing management.
Retrieved on Nov 23, 2011 from http://www.fao.org/docrep/W5973E/w5973e02.htm
Leslie M. Dawson, (2011). Marketing to Less Developed Countries. Retrieved on Nov 23, 2011
From the place or distribution standpoint, Cincom relies on a direct sales force for the majority of its sales. This translates into the sales force for Cincom visiting the companies who are interested in purchasing their solutions and providing conference room pilots or demos of their software. Cincom also concentrates on creating demos that match to the needs of their customers exactly, by first evaluating the process workflows and procedures that are most in need of improvement within a customers' business. Cincom will model a customers' entire business to provide insights into how their software can streamline the overall production process.
Finally on the promotional aspect of their marketing mix for CONTOL, Cincom relies primarily on customer references and a series of videos of customers sharing how the EP system has helped to streamline their overall operations. There is also a series of brochures and data sheets, and self-running demos…
Cincom acquires a foothold in China. (1998, July). Asia Computer Weekly,1.
Tony Baer. (2002, March). Apps vendors take sides. MSI, 20(3), 16-19.
Geert Hofstede, & Robert R. McCrae. (2004). Personality and Culture Revisited: Linking Traits and Dimensions of Culture. Cross - Cultural Research, 38(1), 52-88.
Don Klaiss. (2008, May). Open source ERP. Industrial Distribution, 97(5), 20.
Marketing Shampoo -- Selling sex with soap suds
Shampoo's main function as a product may be to clean hair, but when it comes to advertising, no form of marketing succeeds more potently to sell this cleansing product to women than the marketing of feminine sex appeal. 'Buy the product, and be a sexy woman/girl.' This may not always come across as good clean fun in the eyes of the consumer, but, even if us not strictly dirty advertising, the need to sell sex as part of the image to the typical female consumer of shampoo cannot be underestimated. hat else will distinguish what is otherwise a fairly indistinguishable product, other than the promise of sensuality via the right kind of soaping and suds?
hile much of Chapter 7 of Reading Culture by Diana George and John Trimbur makes much of how the female body has been used as an image…
Garnier Fructis. Official Website. 2005. Retrieved 14 Mar 2005 at http://www.garnierfructis.com/
George, Diana and John Trimbur. Reading Culture. New York: Pearson Learning, 2004.
Herbal Essences. Official Website. 2005. Retrieved 14 Mar 2005 at http://www.herbalessences.com/us/home.asp
Moran, Barbara. Crafting Multimedia Text: Websites and Presentations. New York: Pearson, 2005.
In an online setting, owley suggests that marketers do not need to "speculate about customer needs" because they can use the Internet to download customer's buying profiles and enhance their customer service and product development strategies based on the information they receive from online reports. Further, the author suggests advertising can be more targeted because it is more easily tracked in an online setting vs. An offline setting. owley (2004) goes on to assert that the combination of online and offline services allows for more customization, and enables "mutual dependence" which in turn creates complex and diversified communities inclusive of customers and businesses. Organizations that utilize the Internet wholly, rather than partially, are more likely to become targets for innovation, research and development, which will only advance their goals in the short- and long-term (owley, 2004, p. 39).
There are theorists that study certain aspects of marketing, like advertising, but…
Bansal, Harvir S., Gordon, H.G. And McDougall, Shane S. 2004, 'Relating e-satisfaction to behavioral outcomes: An empirical study'. Journal of Services Marketing, vol. 18 no.4, pp.290-302, DOI: 10.1108/08876040410542281, Emerald Group Publishing Ltd., ISSN: 0887-6045
Foucault, Brooke E. And Scheufele, Dietram a. 2002, 'Web vs. campus store? Why students buy textbooks online'. Journal of Consumer Marketing, 19, no.5, pp.409-423. DOI: 10.1108/07363760210437632, Emerald Group Publishing Ltd., ISSN: 0736-3761
Harridge-March, Sally. 2004, 'Electronic marketing, the new kid on the block'.
Marketing Intelligence & Planning, vol. 22 no.3, pp.297-309. DOI: 10.1108/02634500410536885, Emerald Group Publishing Ltd. ISSN: 0263-4503
Product / Service Concept
The multifunctional remote device is designed to enhance convenience of most functionalities for electrical/electronic equipments used by consumers. This product offering enables consumers to access and control different electronic devices and equipment through a single remote device. This will facilitate communication with different servers linked to the organization. The benefit of this product is that it will enhance the convergence of technology used within an organization. This is a user-friendly device purposed to increase the level of convenience for end-users. In addition, this will increase the level of consumer satisfaction. The introduction of this product offering offers a substitution to the use of different remotes for different electronic devices. For instance, within the hospitality industry, the multi-function remote device will facilitate different conveniences such as audio and video devices, room temperature controls, lighting, room printers, television, and even bed movements.
Khosrow-Pour, M. (2002). Issues and trends of Information Technology management in contemporary organizations. London: Idea Group Publishing.
Kotler, P. (1997). Marketing management; analysis, planning, implementation and control. United Sates: Pearson education Inc.
Kotler, P., Armstrong, G. (2004). Principles of marketing. United States: Pearson education Inc.
Porter, M. E. (2004). Competitive Advantage: Creating and Sustaining Superior Performance. London: New York.
International Business/Marketing Internship eport
In today's world, it is impossible to think of business on a local, or even national, scale. Today's business reality is a global economy, for businesses large and small. Thanks to globalization, national borders have been lowered. This means suppliers, customers, and competitors are not necessarily just down the street, but could be located anywhere in the world. As such, it is critical for organizational team members to have a firm understanding of the international dimensions of business. Without it, organizations cannot be truly competitive in today's global economy. I anticipate that my internship experience at Korona Tours and Travel in Cyprus will reiterate this fact to me.
Korona Travel is a young travel company that services the Cyprus Tourism Sector. They pride themselves on the high level of service they provide to their international customers. They operate tours out of eleven countries including: ussia, Belarus,…
International Business and the egions
In the era of globalization, the primary scope of agencies, institutions and players across the world seems the creation of a free international market place. The efforts so far made have however been insufficient to create such a market place, but impressive successes were observed in terms of the creation of regional market places. In other words, the modern day economic society has managed to support and concretize its efforts in the direction of regional economic development.
egional economic integration
egional economic development is virtually understood as a context in which countries in the same global region direct their endeavors in the sense of creating an economically integrated region. They virtually focus on free trade and migration of goods, people, commodities, technologies and capitals and they strive to reduce the barriers between the respective economies. Jacques Pelkmans (2006) defines economic integration as "the elimination of…
Buckley, P.J., Clegg, J., Forsans, N., Reilly, Increasing the size of the 'country': regional economic integration and foreign direct investment in a globalized world economy, http://findarticles.com/p/articles/mi_hb3265/is_3_41/ai_n28873065 / last accessed on May 27, 2011
Czinkota, M.C., Ronkainen, I.A., 2007, International marketing, 8th edition, Cengage Learning, ISBN 0324317026
Day, B., The NAFTA Nightmare, Multinational Monitor, http://multinationalmonitor.org/hyper/issues/1992/10/mm1092_10.html last accessed on May 27, 2011
Dodge, D.., 2003, Economic integration in North America, Bank of Canada http://www.bankofcanada.ca/2003/08/speeches/economic-integration-north-america-2 / last accessed on May 27, 2011
One of the most difficult paradigms in research is defining what exactly constitutes the idea of "theory." There are many different authors with many different views on this.
Harlow (2009) articulates the problem associated with defining "theory" is that there is no fixed, universal meaning for this concept. One of the guides towards identifying the components that constitute a theory could be the specific research direction at issue. In the natural science, for example, "theory" could refer to the law or system of laws. In a social sciences discipline, "theory" might suggest a construct or set to order and understand the phenomena under study.
While it is difficult to explain or define the concept of theory, Harlow also points towards the importance of understanding the concept of "theory" in terms of research, since it forms the central concept around which the research is conducted. Hence, understanding what is meant…
Best, H. (2013). Theories of Social Changes by Raymond Boudon.
Committee on Science, Engineering, and Public Policy (2009). On Being a Scientist: A
Guide to Responsible Conduct in Research. Washington D.C.: National
The same differentiation of how research is completed in specific countries also needs to pervade the development and execution of media research in various countries as well. International market research that centers on measuring branding effectiveness often has a focus on aligning with cultural values and norms, and in certain countries, religious beliefs (as is the case in Islamic countries) versus a purely feature or solution focus. Market research on both media preferences including branding and the development of research plans must be attuned to regional differences within nations that are more than just driven by previous purchases of research prospects, the cultural diversity of a nation must also be taken into account if a research project is to be effective (Yin Wong, Merrilees, 2007).
Alexander, N., hodes, M., Myers, H (2007). International market selection: measuring actions instead of intentions. The Journal of Services Marketing, 21(6), 424-434. etrieved January…
Alexander, N., Rhodes, M., Myers, H (2007). International market selection: measuring actions instead of intentions. The Journal of Services Marketing, 21(6), 424-434. Retrieved January 28, 2008, from ABI/INFORM Global database. (Document ID: 1341239851).
Yin Wong, H., Merrilees, B. (2007). Multiple roles for branding in international marketing. International Marketing Review, 24(4), 384-408. Retrieved January 28, 2008, from ABI/INFORM Global database. (Document ID: 1363412551).