Marketing Strategy For Global Brand Management

Country Road was blinded with success in the domestic market. Reduction in tariff barriers lead rise to a more competitive market locally and hence Country Road sought alternatives. One such strategy was an aggressive expansionary strategy into the US market – opening 100 stores in the US market. Country Road positioned itself high in the US market facing competitors

NEXT PLC is a retailing company that primarily operates in the UK, and has been trading for almost 150 years; however, the brand itself was first created in 1982 (Next plc, 2010a). The company offers a range of clothing, accessories, home ware and footwear. The company’s headquarters is located in Leicester, UK and is currently run by Chief Executive Simon Wolfson. NEXT distributes through three main channels: NEXT Retail, operating in more than 500 stores around the UK and Ireland, NEXT Directory, a website and catalogue list for over 2 million active users. And NEXT International, with chains of over 180 stores worldwide including an international website. However, NEXT also

* We want to maintain a safe cash balance in order to meet short term obligations.

The new millennium offered the company several new partnerships. The company owned Faconnable, an upscale European apparel collection for men and women from 2000 to 2007. In 2011, the company acquired Hautelook, which helped the company enter the online private sale market. Nordstrom was the first major U.S. retailer to sell the British fashion brands Topshop and Topman, Which they acquired in 2012. Today, the company operates 304 stores in 38 states, 116 being full-line stores in the United States and two in Canada, 178 Nordstrom Racks, two Jeffrey boutiques and one clearance store. Customer can reach Nordstrom via online through Nordstrom.com, nordstromrack.com, and

NEXT is a British brand, the main products of which include clothing, shoes, accessories and homewares. NEXT distributes its products through various channels. NEXT has more than 500 retail stores in its main market of Britain and Ireland meanwhile it also runs another 200 franchised stores in more than 40 countries overseas. In addition, NEXT operates online shopping website and home shopping catalogue with over 4 million active customers.

As argued by Eaton (2001), globalization is an enterprise management feature, which increases liberalization of international trade and international competition. Needless to say, nowadays most of senior managers tend to plan their companies to go worldwide. In the early 1970s, M&S expanded its international operation to purchase a 50 per cent shareholding of three Canadian companies for the first step. In November 1997 the company announced a 2,100 million GBP plan for global expansion which would be across Europe, the Far East and the Middle East (Bevan, 2002).

firm’s financing, for example, issuing or repurchasing stock and borrowing or repaying loans. It also

Next Plc is a clothing retailer with stores around the UK, Ireland and the rest of the world. The purpose of the business is to provide

When you think of Harley-Davidson, you think of an all-American male riding on the open roads of the United States. It is an iconic American brand and well known to exude confidence and “cool”. However, with a vibrant history in the American culture, Harley-Davidson soon reached a point where they needed to expand their company. They needed to globalize their version of “American adventure” and sell that to the rest of the world, and they were able to do so by insourcing, outsourcing, exporting, and global sourcing. “International business is done by global sourcing, import/export, licensing, and franchising” (Schemerhorn). By encompassing all of these details into their financial plans, Harley-Davidson was able to encompass globalization.

Luckie's Professional Consultants must continually cultivate a trusted advisor role with prospects and clients alike for the business to grow. The most critical aspect of the domestic and global branding strategies is the focus on how to become and sustain the positioning of a trusted advisor. As Luckie's Professional Consultants is in a high-end, very complex service business, the need to manage expectations of clients and deliver experiences far beyond what customers is expect is critical to their growth. The domestic and global branding strategy needs to reflect the value of continual excellence of performance on clients' projects, with the focus being on continually surpassing their expectations as well. The core strength of this business will be how much it is trusted and considered an essential element of any client's strategies across the broad base of services the company offers.

Considering NEXT’s product orientation, the organization sells moderately priced clothing and target customers are stylish women and men from 20 to 40. It also updates low price fashion products frequently. It shows that the price of NEXT products is acceptable for the public.

The world offers significant business opportunities for every company, however, opportunities are accompanied by significant challenges for managers. Managing global operations across diverse cultures and markets represents a big challenge and opportunity for companies. To compete in the global market and be successful, companies must learn the strategies, policies, norms and technology necessary to conduct international business. The opportunities for global expansion are numerous, and attaining success is a matter of developing the right strategy to win local markets and its consumers.

The key issue discussed within the article was about whether companies with brands that run across countries should go global or localize their advertising campaigns for multi-national brands. Global marketing campaigns allow for brands to run the same marketing campaigns across many different countries, utilizing the same creative with few changes across multiple regions of the world. Global marketing campaigns are very efficient because they allow for a single creative message to be utilized which is cheaper and faster to produce, allows for easy media purchases, and is simpler to traffic creative to different locations. In the case, the marketing team for Johnny Walker wanted to utilize this global marketing method, by creating one commercial that could be run across multiple countries with little to no variations to the creative in each market (only small changes would be made, e.g. translating languages). The problem with global marketing campaigns is different countries often have different interpretations of the creative, due to the unique cultural, demographic, and economic situations they are surrounded by. This can lead audiences within one country to be highly receptive to a message, and an audiences in another country to interpret it in a different way. In the Johnny Walker example, they created one commercial that featured young men doing different extreme and exciting adventures, showing that Johnny Walker empowered them to do what they wanted in their lives.

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.

As trade increases hyper-competition grows forcing organizations to go global. By a company going global it requires them to rethink strategy and reform (Ananthram and Pearson, 2008). Global organizational structure is the way a company aims to merge local preferences with global strategy. The definition of global strategy is “strategic choices that have the characteristics of being globally uniform or integrated,” (Yip et al., 1997) such as standardization of products, uniform marketing, and competitive moves, but all globally (Townsend et al., 2004; Zou and Cavusgil, 2002; Bayraktar and Ndubisi, 2014). Global strategic strategy is a way to adjust to globalization. Globalization is “the economic and social process by which economies and communities grow inextricably interdependent “(Jhirad et al., 2009). The recent financial crisis (Das, 2010), large amount of poverty, and climate change are all problems that show how the world is globally connected because all countries impact each other (Jhirad et al., 2009).