The Problems Of Foreign Countries

At its basic understanding, international marketing engages the firm in making one or more marketing mix decisions across national boundaries. At its complex level, it involves the firm in establishing

In any organization effective communication forms an essential part of the organization’s growth and progress. However, it has been seen that this is not always the case. This istrue in today’s globalized world when one has employees coming from different ethnic, cultural and religious backgrounds working together. If the reasons for communication failure are examined it has been found that they fall in four distinct categories. These are:

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

When entering a new market, at least one of the company representatives must know the language of the country. Even though the most common language used in the international business world is English, many countries have a very poor command of the English language therefore it is highly beneficial to have an employee that speaks the language. It is in benefit of the business to get the best deals, make negotiations and agreements however without a common language this can sometimes lead to misunderstanding and hiring a translator can be very expensive.

A Multicountry approach is one in which as organization’s strategies vary according to the countries in which it does business (Coulter, 2013, p.202). This approach is centered on creating an advantage through differentiation. The products, marketing, and distribution are tailored and adopted to local culture and customs. Such local responsiveness is important when significant country to country differences exist (Coulter, 2013, p.203). An example of this would be McDonald’s Corporation. To appeal to the local customers’ palates in Singapore, they added rice burgers – fried beef slices served between two pressed rice cakes, to its menu.

The article is divided into four parts. First part focuses on the traditional perspective on international marketing strategies focusing on the dichotomy between standardization and adaptation. The second part examines key assumptions underlying the philosophy of global standardization. The third part focuses on the constraints to implementation of global standardization. The last part of the article concludes on the bases of its review that a more general approach is suitable which incorporates various degrees of standardization or adaptation strategies. It is an important article as it concludes that an effective global marketing strategy does not guarantee the marketing of standardized products and global brands worldwide. It might work for some companies but cannot work for all.

Complaint from Trang: I'm being fired because I’m Vietnamese. My performance assessments in the last two years are only bad because I'm Vietnamese – my English is not so good, but I deal very well with the Vietnamese-speaking customers, which almost nobody else can.

If one was to go to another country , one big concern will be , how will they communicate with others. “Language is the road map of a culture. It tells you where it’s people came from and where they are going” (Brown). Most people would say that they can use technology or their phones but that is not always the case. What if their phone die or they were to leave somewhere ? Then what will one do. These are the things people would have to think about. Traveling to another country will make everything a lot easier if you knew the native language. It will also make the trip a lot more fun

Canadian based company, Saralyn Mills, is in need of a new marketing strategy to repair the current shortage of sales in Quebec, Canada. According to the case study, the Quebec and Ontario markets account for 69 percent of the company’s sales in Canada. Currently, Saralyn Mills does not have an effective strategy in place for the market of Quebec. The company’s current goal is to implement a global standardization strategy, which is focused on keeping a set marketing strategy the same for every location. It is up to the marketing manager, Nicole Vichon, to come up with a new and separate marketing plan for Quebec. Even though this would be a major policy change from the current global strategy of Saralyn Mills, case facts prove it could be very effective.

4. Language and social differences in potential markets act as barriers to business activities. Without knowledge of the foreign languages, conducting business transactions becomes harder. The culture differences make it even more complicated, since there are differences in business etiquette depending on the country.

This is an international marketing strategy that largely focuses on the commercial efforts and advertising on the benefits of concentrating on local markets rather than using global or universal approach. This, therefore, means that the company will employ work towards understanding culture of different local markets in various countries and try to enter into the studied market using the demographics in that area. The greatest effort required in this strategy is using advertising as well presentation to try and appease local sensibilities in various countries rather than applying a mass market strategy. So that this strategy can be successful it is crucial to carry out extensive research in different countries that the company hopes to invest (Leontiades, 2010). By learning how the company can be able to create a good connection with the consumers in various countries using multi-domestic strategy can assist to build a lot of tactics which can be integrated into markets that have many similarities. Learning how to closely associate with customers will also assist customize marketing and advertising efforts to match with the present local culture. Although multi-domestic strategy may be somehow expensive to employ its end result are more profitable to the company. When the company’s products are able to

My perception about the language is that the dialect is very important when speaking Vietnamese. If you don’t use a specific dialect in much of the language then you won’t be understood. The Vietnamese language comes from the deep throat and is hard to acquire without much repetition

The literature on international marketing presents a confrontation between two mainstream schools of thought regarding international marketing. The one supports the standardization approach and argues that multinational companies’ behavior should be uniform to minimize total costs and promote a global corporate image. The other argues for the need for adaptation to fit the unique dimensions of each local market. This research investigates companies’ practical level of adaptation and standardization in international markets. It identifies

The most challenging decision that a company may face in internationalization is the degree of standardization or adaptation in its operations. The question of standardization or adaptation affects all avenues of a business’ operations, such as R&D, finance, production, organizational structure, procurement, and the marketing mix. Whether a company chooses to standardize or adapt its operations depends on its attitudes toward different cultures. These attitudes are defined by three orientations toward foreign culture: ethnocentric, polycentric, and geocentric.

They must consider language differences especially whilst preparing training material. Some individuals may also require an interpreter to get messages across clearly (Noe, Raymond, 2002, p333). If an interpreter is used, it is important to conduct a practice session with the interpreter to evaluate pacing of the session and whether the amount of topics and material is appropriate (Noe, Raymond, 2002, p333). A needs assessment or analysis would be helpful for trainers to evaluate cultural dimensions and the characteristics of their employees whether it be language barriers, cultural status (Noe, Raymond, 2002, p334). By identifying the needs of cultural and ethnic minorities, trainers will be able to properly train and develop this minority to group to not only suit the individual themself but also the company.