Global Marketing Essy

Ethnocentrism is defined by our tendency to judge other groups or cultures based upon our own standards establishing

There are many businesses that have expanded their business internationally in order to benefit in some sort of way rather it revenue or a better market for their product. In this thesis, I will research a multination company and its international strategy over the last 10 years. I will elaborate on it international orientation and rather it etho-, poly-, or geocentric. I than explain why the company decided on expanding to the chosen locations. Then I will clarify if they had core capability to succeed in those markets, along with its

Among other research articles, he is an author of “The Cosmopolitan Corporation’ published in Harvard Business Review’ in May 2011. In his short thesis, Ghemawat claims that the global approach to the business mangement many thinkers adopt is wrong. According to his dissertation “the vast majority of firms are deeply rooted in their home countries’. That is why, it is crucial to endorse cosmopolitan attitude of understanding and working with cultural, political and

16. A ____________ is a business in which a multinational company owns 100 percent of the stock. A. joint venture B. strategic alliance C. wholly owned subsidiary D. franchising operation 17. Firms following a global strategy strive to offer ______________ products and services as well as locate manufacturing, R&D, and marketing activities in _____________ locations. A. a wide variety of; several B. a wide variety of; few C. standardized; several D. standardized; few 18. Recent trends that might lead managers of multinational corporations (MNCs) to adopt a more decentralized strategy for their operations would include all of the following except A. customers' needs, interests, and tastes are becoming increasingly homogenized or similar. B. consumers around the world are increasingly willing to trade off idiosyncratic preferences in product features for lower price. C.

Today, firms have to deal with a global marketplace; marketers have no other choice. Participation in global marketing has begun to shift from a mere “option” to an imperative. The world is becoming more homogeneous. Distinctions between national markets

International marketing – Ethnocentric Orientation In this kind of orientation a firm assumes that the process of home country is superior to the rest of the world. They consider that all markets are similar and assume that products and practices that succeed in home country will be successful anywhere. Multinational Marketing – Poly centric Orientation In this kind of orientation firm believe or assume that every country in which a company does business is unique. In order to succeed, they adopt the policy of applying business and marketing strategies differently in different countries. Global Marketing – Geocentric Orientation In this kind of orientation firms view the entire world as a potential market and attempt to develop integrated global strategies. A global company can

Transnational organizations also have flexible and ever-changing structures. Their managers incorporate innovation and strategies for the corporation as a whole. Unification and coordination goals are achieved by corporate culture, shared values, vision, and management style. It offers a high level of differentiation, while ensuring that a global organization can coordinate activities and transfer knowledge across various functional areas and geographies (Daft, 2010).

Market Development. Walmart uses market development as its secondary intensive strategy for growth. This intensive growth strategy involves entering new markets to sell to consumers other than those that the company currently has.

Ethnocentrism is a condition by which an individual of one ethnic has an attitude of superiority toward members of other ethnic groups.

6. Describe the way in which cultural differences can act to impede communication between business people of different nationality.

The original formula for Red Bull was developed in 1964; however, the Red Bull company was not founded until 1984 after a merger between Dietrich Mateschitz, marketing guru, and Chaleo Yoovidhya, the owner of the Red Bull formula. Categorized as an energy drink, Red Bull was initially designed to “treat jet lag and boost energy for truck drivers” (Hollensen, 2012). In today's era, Red Bull is commonly used as an energy drink; like coffee, and as a mixer in alcoholic drinks, like Red Bull Wings and the Jägerbomb. This aligns with the company's focus on the younger generations of partygoers and post-secondary students.

Attitudes of geocentricism are biased toward marketing, human resource, production policies, and finance that try to synthesize local and global practices. Preeminence is given to accruing the right people and policies. For instance, a decision maker, who is geocentric, would endorse a global pricing policy that would be adapted to regional and local environments. These decision makers strive to ratify policies that fit both local differences and global commonalities. Furthermore, when one adopts a geocentric mindset, this in turn, leads to the evolution of a geocentric company.

Companies can decide to go global or to enter international markets for various reasons, and these different objectives at the time of entry that enable the business to produce different strategies and the performance goals, and even forms of market participation.

Describe and analyze the factors identified in the Zahra article as giving competitive advantage to new firms in the globalized economy.

He goes on to imply that business must make global strategies that would involve making investments in as much countries as possible. Rajdeep, Murali & Robert (2008) agrees with Tallman, as he extends his view that these strategies must become more flexible and effective to comply with needs of the changing environment.