Mary Kay Inc. Building A Brand

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Mary Kay Inc., Building a Brand in India

1. Is Mary Kay an "international firm", a "multinational firm", or a "transnational firm" as defined in this course and based on its marketing strategy? Why?

Mary Kay Inc. is a transnational firm that specializes in cosmetic products for women. Mary Kay Ash founded Mary Kay in 1963 with the purpose of helping women achieve personal growth and financial success. Mary Kay has established principles and priorities that apply to every aspects of their business since their establishment. The Golden rule, “do unto others as you would have them do un to you,” is the main standard by which they operate (“MARKETING”, Kerin, Hartley & Rudelius, 189). Today Mary Kay is one of the world’s largest direct selling companies with more than $3 billion in annual wholesale sales worldwide. Mary Kay’s high-quality skin care and color cosmetics products are sold in more than 35 countries around the Through global marketing strategies, Mary Kay is able to translate their message and sell their products to women all across the world with exceptional success. Mary Kay looks at the market and cultural similarities between countries, finds the differences in the market, and adapts accordingly (Marketing 170). They then draw conclusions on how to market their products to their target audience. Mary Kay’s success in China causes them to market their products in India with similar methods due to the countries cultural similarities.

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