The Challenges Of International Marketing
analytical Essay
1184 words
The Challenges of
International Marketing
Abstract
Regardless of the success of your company on a national scale, to engage yourself in a successful venture outside of your borders requires several critical elements that one must acknowledge and apply with great care. One of those requirements would be to thoroughly research the cultural environment in which you wish to launch your product no matter how popular and indispensable you believe it might be. In the past, many national giants have hit the wall when introducing a foreign market or launching a new marketing campaign because of the cultural gap they encountered on the other side of their borders. Another way of preventing a flop on an international market is to carefully study the economical past of this country, which might differ quite a bit from the one the company flourished in. In addition to the previous precautions, it Would be advise to make sure that your product will blend seamlessly within the spending habits of the consumers. Overall, meticulous market studies and patience often constitute the way to success on a foreign soil.
The Challenges of
International Marketing
Despite the facts that many of the most powerful markets on the planet operate within the capitalistic principle of free trade. Despite the fact that Western Europe is now border-free within its bounds and uses the same common currency. And despite the fact that the USSR s Iron Curtain has fallen more than a decade ago, the people of this world have never expressed their need to belong to a national identity as much as they do today. In response to international organized terrorism, mass media and political pressure, the average consumer today is looking for security, truth, and for a product tailored to his need. A product that reflects the international society we live in today but also carries the cultural identity of the consumer buying it. Or at least carries one that can be compatible with it.
One suiting example of a company of international caliber tailoring its marketing campaign to the local population would be mentioning the producer of computer hardware and software IBM. "IBM ads used in France feature IBM employees whose names and faces give the impression that they are Europeans hired by IBM to service the needs of other Europeans"(Martin, as cited in the Journal of Language for International Business, 2005, 16(1) pp. 76-96). Only trough this genuine effort to identify with the local consumers could a company such as IBM being able to successfully blend in within the market's landscape.
In this essay, the author
- Describes the challenges of international marketing, such as researching the cultural environment in which one wishes to launch their product, and making sure that it blends seamlessly within the spending habits of the consumers.
- Explains the challenges of international marketing, despite the fact that many of the world's most powerful markets operate within the capitalistic principle of free trade.
- Analyzes how a company of international caliber tailoring its marketing campaign to the local population would be mentioning the producer of computer hardware and software ibm.
- Analyzes how mcdonald's marketing campaign erased the negative stereotype of children obesity in france. they used medical studies to reassure consumers and improved the overall image of mcdonald overseas.
- Explains that multi-national companies are notorious for struggling with identifying to the common individual and treat their clientele as a whole.
- Analyzes the two-page microsoft ad recently used in france containing imagery from paris on one page and tokyo on the other.
- Opines that learning about the marketing landscape of the country in which you wish to introduce a new product is critical in order not to negatively shock the audience.
- Analyzes how proctor and gamble's commercial for feminine hygiene products was an advertising flop. the mass advertising provoked an intense backlash in the people and it was embarrassing for both men and women.
- Explains that successful international companies have learned from proctor and gamble's mistakes by hiring local advertising firms that know the field, taboos, atmosphere, and market tendencies.
- Explains that introducing a product or company to foreign markets can be extremely profitable as long as the culture, economic background, and the overall history of that country are respected and accounted for.
Related
- analytical
- explanatory
- argumentative
- comparative
- It is absolutely critical that when a company or organization is looking to launch a promotional campaign in a specific market i.e. foreign market, culturally unique domestic market not just common/well known cultural traits & traditions are recognized; subtle nuances must also be identified and incorporated into the promotion. A good example of when this did not happen was the 1999 Holiday campaign for Gap; while all collateral used “everybody in color”, when the campaign was launched in English Canada, the reaction by consumers was virtually instantaneous “another American company not recognizing that Canada is, in fact, not the 51st state”. This oversight by the company cost the company both in re-doing all...
In this essay, the author
- Opines that cultural influence on marketing strategies and campaigns is significant. if a company doesn't understand fundamental aspects of culture, the objectives of the promotion may not be realized.
- Explains the importance of cultural context on marketing campaigns and related promotions.
- Explains that for a company's promotional campaign to be successful, there must be strong cultural context for the specific product(s) included in the promotion as well as with regional or geographic areas within the market.
- Analyzes how l'oreal group recognized the importance of cultural context and designed promotional campaigns around the research and data collected on the markets in which they operate.
- Explains that consumer behavior: a european perspective. fourth edition. essex: pearson education.
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In this essay, the author
- Explains that a uniform strategy does not lead to efficiency in global brands advertising because of many barriers in advertising infrastructure, such as electric or digital media, regulations.
- Compares hyundai motor company, korea (hmk)'s home advertising strategy in korea, with hyundai america (hma) having the best warranty over the car industry.
- Explains that above hyundai motor america's (hma) adaptation strategy is aim to overcome the low quality of customer’s perception and create more positive image.
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- Argues that uniform advertising strategy makes it difficult to integrate with local culture and attract consumers because of cultural differences. mcdonald's success in china is the result of non-uniform strategy.
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In this essay, the author
- Explains the importance of globalization and how it can help your company's profits grow. different cultures need to be looked at differently when making a marketing strategy.
- Opines that marketers need to be aware of the social norms of what is and is not accepted in different cultures. the whirlpool ad in india took fourteen months of research to find that the indian homemakers prize hygiene and purity.
- Explains how sears uses globalization to not only sell its products but to receive them as well.
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- Opines that ethics play a crucial role in marketing, but there are still ways that people can cheat the system. the people caught doing wrong in the enron scandal show that unethical behavior does not pay off and you will eventually get caught.
- Opines that it is our duty to make sure that the environment is not being damaged any more because of our own selfish greed.
- Explains that sears had rules on how to dispose of certain waste like used oil, and that there are laws to stop people from dumping and destroying the environment.
- Explains that with the rapid change and innovation that goes on in the world there are always new target markets that are opening up all the time.
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1546 wordsRead More - Cross Cultural Marketing Essayexplanatory essay“Marketing across cultures”. Various sources will be used to study and analyze the chosen topic including : internet , business magazines, journals, books, etc. From all these , information drawn will help to complete the study of the topic and draw a satisfactory conclusion
In this essay, the author
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- Explains that pre-orders can be made by the customers and be paid by credit cards.
- Explains the importance of monitoring environmental impact, maintaining and improving hygiene, and training employees on food safety for consumers.
- Explains that mcdonald's is one of the most popular and known fast food outlets and is hygienic, clean, full of varities, healthy, eco friendly, spread worldwide.
- Describes the data collection techniques used to collect related information on the topic "cross cultural marketing with respect to mc donald's."
- Explains that mcdonald's australia has been focusing on litter reduction as a key environmental priority for more than two decades.
- Certifys that a student of graduate degree in 2011-2014, amity school of business, noida, has worked on the topic, "cross cultural marketing with respect to mc donald's".
1093 wordsRead More - Advertisingexplanatory essayToday, most of going-global companies adopt a marketing strategy called adapted marketing mix. It is an International marketing strategy for adjusting the marketing-mix elements to each International target market, bearing more costs but hoping for a larger market share and return. The concept behind this is consumers in different countries have widely varied cultural backgrounds, needs and wants, spending power, product preferences, and shopping patterns. Because these differences are hard to change, most marketers adapt their products, prices, channels, and promotions to fit consumers’ desires in each country.[Globalization and localization:3 ]
In this essay, the author
- Explains that promotion is the specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives.
- Discusses the unawareness -> unawness, awareness, perception, belief, beliefs, knowledge, attitudes, attitude, purchase intention, and marketing, the abl method, advertising, which communicates a uniform image of the company across canada. the direct translation from english into french just doesn't work.
- Explains that adapted marketing mix is an international marketing strategy for adjusting the marketing-mix elements to each international target market, bearing more costs but hoping for larger market share and return.
- Explains that marketing theory distinguishes between push and pull. push-marketing involves the active engagement of a target market through methods like advertising on relevant websites, email marketing, and the practice of cold calling or emailing.
- Explains that in a pull-marketing scenario, the customer ‘pulls’ your content or product towards themselves, because they are interested in learning more about it.
- Suggests that deluxe foods, ltd could perform the push strategy to increase the sales. it is always better to push your own products to consumers than waiting for them to find u.
- Explains that setting up a domain on the internet is an easier way to purchase products. a user-friendly web site enables consumers to know more information about the deluxe food.
- Explains that in order to create a distinct promotion tool for quebec province, we must do some research to find out what actually suits the local people.
- Explains that colors in ads are changed sometimes to avoid taboos in other countries or to suit the local preferences. creative promotional material that reflects an appreciation for french canadians' pride in their language and culture depicts the celebration of life in french-speaking quebec.
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In this essay, the author
- Describes proctor & gamble as a principled manufacturer of high quality consumer goods sold at competitive prices.
- Explains that p&g decided to expand their business to foreign lands after being satisfied with their success with charmin bounty and puffs. they found that canadian pacific product company was prepared to see facelle paper products, its tissue division.
- Explains that proctor & gamble had to consider many things when entering the market in canada. tissue products were inexpensive, widely used, and frequently purchased.
- Compares royale, florelle, kimberly clark, scott, irving, and all others.
- Evaluates the brand image of royale based on its premium positioning, historically unique 3ply product design, and its softness claim.
- Explains that p&g felt the need to upgrade the softness of facelle tissue by adding eucalyptus fibre and sacrificing some tissue strength. they decided to introduce the product under the name puffs.
- Analyzes how proctor and gambles' research regarding consumer perception of royale and facelle was not good. the brand had few loyal customers who would use the product around the house.
- Opines that p&g may need to rename the royale tissue into the puffs family or find a better way of getting people to purchase the product more often.
919 wordsRead More - The Cultural Challenges Of Doing Business Overseasargumentative essaySteve Kafka, an American of Czech origin and a franchisor for Chicago Style Pizza, has decided to expand his business into the Czech Republic. He knows it is a risky decision; when he became a franchisor, he had to overcome a lot of difficulties. Steve anticipates he will face some of these difficulties again at the new location in Prague, Czech Republic. Although he was born in the United States, he has family and friends in the Czech Republic, speaks Czech fluently, and has visited the country of his origin several times. He knows the people and the culture. In this paper, I will analyze the cross-cultural differences between the United States and Czech Republic, determine comparative advantages in this country, and recommend ways to minimize the risks of establishing a franchise overseas.
In this essay, the author
- Concludes that hofstede's cultural dimensions are a powerful tool in understanding the differences in cultures and can be used to evaluate the czech business environment.
- Describes the mcgraw-hill companies' the role of culture.
- Describes the czech republic geert hofstede cultural dimensions explained.
- Analyzes the cross-cultural differences between the united states and czech republic and recommends ways to minimize the risks of establishing a franchise overseas.
998 wordsRead More - Business tripcomparative essaya company can familiarize itself with cultural nuances which may impact the design, packaging or advertising of the product. Moreover, traveling abroad allows one to locate and cultivate new customers, as well as improve relationships and communication with current foreign representatives and associates
In this essay, the author
- Recommends that company officials visit countries to examine the markets where they are considering selling their products before any transaction occurs. traveling abroad allows one to locate and cultivate new customers and improve relationships and communication with current foreign representatives and associates.
- Explains that visas are required by many countries and cannot be obtained through the office of passport services. vaccinations against typhus, typhoid, and other diseases are advisable.
- Explains that travel agents can arrange transportation and hotel reservations quickly and efficiently. a well-planned itinerary enables a traveler to make the best use of time abroad.
- Advises that the businessperson should confirm the normal work days and business hours in the countries being visited.
- Explains that business language is more technical than conversational speech and mistakes can be costly. exchanging business cards at first meeting is considered a basic part of good business manners.
- Advises that individuals should leave phone and fax numbers and an itinerary with proper company officials in case of an emergency. they should familiarize themselves with basic cultural traits such as hand signals, street signs, and basic courtesy.
- Recommends that u.s. exporters contact the local export assistance center before traveling to a foreign country. business travelers should identify their business affiliation and complete address.
- Recommends that business travelers prepare for country visits by reading travel guides, which are located in the travel sections of most libraries and bookstores.
- Explains that understanding and heeding cultural variables such as these are critical to success in international business. american firms must pay close attention to different styles of doing business and the degree of importance placed on developing business relationships.
2394 wordsRead More - Marketing In Global Marketingexplanatory essayMarketing is a very broad term, which encompasses all the activities that help businesses in identifying their customers and needs of their target market, utilising all the communication resources in order to target their target market, eventually persuading them to purchase the organisations products and services. It is much broader than the concept of selling, as selling just includes techniques of direct communication used to persuade the customers to buy the products and services of an organisation. In fact, sales are the integral part of marketing. Marketing also helps organisations to utilise all resources in an efficient way to gain customer satisfaction, which will eventually help in the growth of the company. While, on one hand, marketers tend to focus on the needs and preferences of the customers, they also need to keep a close eye on their competitors (Gillespie, 2010). Companies always look to beat down their competition with providing better products and/or services, or by providing less-expensive goods to the customers than their competitors, in order to achieve or maintain the leading position in the industry. The core focus of this paper is to identify and discuss the core aspects how managers could maintain the marketing activities of the organisation in the global context.
In this essay, the author
- Explains that marketing is a broad term that encompasses all the activities that help businesses in identifying their customers and needs of their target market, utilising all communication resources to persuade them to purchase the organisations products and services.
- Explains that marketing research is the core area of marketing, as the entire marketing strategies depend on how well the organization has conducted the research of the market.
- Explains how data gathered through global market research can be utilised to design global segmentation of customers and positioning of products in comparison with that of the existing companies in that country.
- Explains that a marketing manager's core functional area is to design the perfect marketing strategy for their company. however, the organization must look for information technology, research and development, operations, infrastructure, and competitive analysis.
- Explains that technology has played a crucial role in globalisation. advancements in telecommunication technology and electronic commerce have helped organizations design global strategies more easily.
- Explains that a company needs to focus on internal as well as external factors to determine its current position in the market. swot analysis can be used to identify internal strengths and weaknesses, while considering external opportunities and threats.
- Explains the various modes of entry an organisation can use to expand its business globally, including exporting, licensing, franchising and outsourcing. companies also need to design a contingency strategy which involves the exit strategy.
- Explains that marketing segmentation is the best tool used to design the marketing mix strategy for the organisation.
- Explains that the macro environment and the group influences play a significant role in influencing the consumer buying behavior. the slogan "america runs on dunkin" has been an effective reinforcer.
- Explains that social groups, cultural sub-groups, and demographic groups need to be targeted effectively for influencing consumer behavior.
- Explains that companies need to focus on understanding consumer behavior in different global markets. culture is based upon ideologies, technological systems, and organisational systems.
- Opines that dunkin' donut's marketing activity has focused on meeting the values of different cultures so that culture assimilation and acceptance can be achieved.
- Explains that in consumer behavior concepts, there are several groups that play a significant role in influencing the consumer decision-making.
- Explains that the values, goals, and beliefs of a consumer's primary group influence their decision making process. everyone needs to be associated with some group to satisfy security and emotional needs.
- Concludes that global marketing has provided various opportunities for companies to expand their business to the other regions of the word. however, there are environmental issues that need to be considered before entering the desired region.
1565 wordsRead More - International Marketing Essayexplanatory essayInternational Marketing, at its simplest level, involves the firm making one or more marketing mix decisions across national boundaries (Jobber, 2010). At its most complex level, it involves the firm establishing manufacturing facilities overseas and coordinating marketing strategies across the globe (Jobber, 2010). There are various reasons for going global, some of which are: to find opportunities beyond saturated domestic markets; to seek expansion beyond small, low growth domestic markets; to meet customers’ expectations; to respond to the competitive forces for example the desire to attack an overseas competitor; to act on cost factor for example to gain economies of scale in order to achieve a balanced growth portfolio. The methods of market entry that could be used are indirect exporting (for example, using domestic –based export agents), direct exporting (for example, foreign –based distributors), licensing, joint venture and direct investment. I found this par...
In this essay, the author
- Explains that before starting the marketing theory and practice module, they thought it would be bulky and challenging to cover in a short time span. they found marketing flexible, understandable and highly relevant to the business world.
- Explains that every business today needs international marketing skills to be able to compete in an increasingly competitive global market.
- Opines that this topic will positively impact their employability since they have gained knowledge on how they can take marketing on a global level and trace the barriers to entry.
- Explains the concept of marketing ethics and corporate social responsibility.
- Explains that corporate social responsibility refers to the ethical principles that an organization should be accountable for how its behavior might affect society and the environment.
- Explains that a marketing planning process that helps customers perceive benefits positively comprises of three basic stages, analysis, core market, and implementation.
- Explains the importance of change management in the implementations process is the successful execution of the marketing plan.
- Explains that marketing has widened their knowledge, skills, and inspired them to pursue it in their career and have positive impact in their employability.
963 wordsRead More