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Global Marketing Essay Examples

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Groupon Internet Start-Up Company

Introduction Groupon is a deal-of-the day Internet start-up company that was launched in 2008 in Chicago. The website offers discounted deals for local as well as national companies. Now operating in more than 150 markets as diverse as the United States, Canada, Taiwan, Brazil, Europe, South America, South Africa, the United Arab Emirates, China, Russia and many more. Consequently there is no doubt that this company is a multinational enterprise (MNE). Groupon had 35 million registered users by October 2010…...

Zara As A Born-Global Company

Zara was first developed just outside of Spain in1988, in 1994 Zara broadened into France and Mexico (Bhardwaj et al, 2010). Zara is owned by the INIDEX group in which it adds to 64.8 percent of overall company sales (Inidex yearly report, 2011) which was a 10 per cent growth on the previous. Zara now has over 1830 stores around the world throughout 82 markets in 64 nations, with strategies to move into Korea, Egypt, Ukraine and Montenegro and a…...

Kodak vs Fujifilm Company

I began writing to show how business can quickly go out of business if the owners do not keep an eye on its public. Kodak failed to meet its customer’s needs, so the company could not keep up with demands. Have you ever gone shopping and found yourself searching for an item you have seen advertised in another store, only to be told that the item was out of stock or this store does not carry that product. This is…...

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Market Entry Strategy

Limited Brands, parent company to Bath and Body, currently employs an integrated marketing plan for its distribution of the Bath and Body product line (L Brand International Strategy 2014, Para 1). This strategy could be combined with the prospect of a joint venture for a successful expansion into the United Kingdom market. Integrated marketing channels can be challenging to manage but they are the most effective way to connect marketing and customer service, providing benefits for both company and consumer…...

Market Structures and Pricing Strategies in Business

In Economics, market structures are broken down into 4 primary structure types Perfect Competition, Monopolistic Competitors, Oligopoly and Monopoly. This paper will elaborate on how they are broken down by variables, such as how many buyers and sellers, expense and direct competitors. The rate for the consumer is affected under these structure types and this paper will explain the 4 different types and how the consumer cost is affected. After each of the four structures is broken down, I will…...

German Discount Supermarket "Lidl"

Introduction Lidl is a German discount supermarket, operating a chain of over 9000 stores across Europe. In Germany Lidl has an upmarket image attracting the middle class. However, Bulgarian consumers perceive Lidl to be down market retailer attracting low income families. History of the company Schwarz Beteiligungs GmbH is the holding company of the Handelshof and Kaufland store chains and Lidl Stiftung & Co KG, a wholly-owned subsidiary which owns supermarket Lidl. The company was founded in Germany in the…...

International Trade Theory

Abstract In this reading a number of international trade theories are explained to help the reader better understand why it is beneficial for a country to engage in international trade, and explains the patterns of international trade that is observed in the world economy. It is understood how the theories of Smith, Ricardo, and Heckscher-Ohlin all make strong cases for unrestricted free trade. In contrast, the mercantilist doctrine and, to a lesser extent, the new trade theory can be interpreted…...

Risk Factors of Starbucks Global Marketing

Major risks in Starbucks at domestic region and its potential solution: Starbucks faces 3 major risks and challenges which leads to the declining profit rate. According to Starbucks researches there is a mismatch of their policies with customers’ expectations. They thought that they can increase their profit by increasing their stores day by day but they fail to provide customers satisfaction. Their prices are still high than of the competitors and they failed to satisfy the newer generation. The organization…...

Next Step of Genicon's Global Marketing

Genicon is a business with ten years of experience domestic and some genuine international success, Genicon succeeded in USA, however it rapidly realized that it would be hard for them to have sustainable growth, since the healthcare purchases medical devices through GPOs. And as a little business it was so tough to get an agreement from GPOs since their financial structure encourages them to buy equipment from giants companies.So Genicon chose to go international and capture increasing demand there. It…...

Analysis of Under Armour Company

Executive Summary Under Armour is a company started by the former University of Maryland football player Kevin Plank. Although the company started in a basement, they have overcome many obstacles financially to have a continual growth in sales. The founder has been successful in developing new and innovative gears and apparels to help stay ahead of their competitors. Under Armour finds it extremely important to maintain relationships with their managers and more importantly with professional teams. The company has prided…...

Shanghai Tang

Shanghai Tang was established by David Tang in Hong Kong in 1994. It was a store selling high quality item made in China, such as conventional Chinese outfits, Chairman Mao wrist watch, qipao, conventional Chinese silk products with Chinese design. Its target clients at the top place were those high ended tourists. Taking around 1 year, instead of 2 year which is normal duration a brand-new retailers require to make company in break even, Shanghai Tang turned its very first…...

Freight Forwarders

A freight forwarder, forwarder, or forwarding agent, is a person or company that organizes shipments for individuals or corporations to get goods from the manufacturer or producer to a market, customer or final point of distribution. They act as an intermediary between shipper and carriers, that is between exporter and the shipping line either by air, sea, road or rail. It is not unusual that multiple carrier is needed for a single shipment. The freight forwarder responsibilities include advice on…...

International Joint Ventures

The objective of this paper is to highlight some of the important issues that must be considered prior to forming an international joint venture. Why is this topic important? The following quote summarizes the main reason: "Cross-border M&As, JVs and alliances seem to share at least two characteristics with marriage trends of the post World War II "Baby Boomers" generation: They have grown explosively during the 1980s and through the 1990s but - less fortunately - they fail about half…...

Hofstede’s Model and Negotiation of Two Companies

Executive Summary: This report provides an analysis and evaluation of an intercultural negotiation between USA’s Brown Casual Shoes and China’s Chung Sun Manufacturing, provides a literature review of a prominent theory from the field and suggests recommendation to improve the process of intercultural communication between these two countries and companies. As the Case Study was identified as subpar negotiation, all issues from the Case Study were allocated into Intercultural, Verbal and Nonverbal. Following this, Hofstede’s Cultural Model was introduced in…...

The De Beers Diamond Company

A monopoly is a market structure in which the number of sellers is so small that each seller is able to influence the total supply and the piece of the good or service. A monopoly can be both legal and illegal depending on the market structure. Monopolies and free enterprise companies will abuse consumers by monopolizing a specific sector of business. The question of a monopoly is if they don’t exist is it in all fairness in the industry? Who…...

Tambrands-Overcoming Culture Resistance

Provide a short background for the reader Tampax, Tambrands's only product, is the best-selling tampon on the planet, with 44 percent of the global market. North America and Europe represent 90 percent of those sales. (Cateora, Graham: 2007) Tambrands is a company that has prospered throughout North America and Europe yet it has faced numerous barriers that have made it more difficult to grow due to competition and likewise, due to its incapability to broaden globally. In planning for growth…...

Segmentation for Marketing at Mattel Inc

Abstract This paper has to do with the company Mattel and division. It goes over the segmentation that the company can do for marketing their items. It will talk about group, psychographic, geographical and behavioral characteristics divisions. The paper analyze chances for a segmentation and what each division means for the company. Mattel Inc Division Mattel is a global toy company that has actually been around given that 1949. They are the business that presented Barbie and Hot Wheels to…...

Inter-Temporal Production Possibilities and Trade

Instead of trading one good for another at a point in time, we exchange goods today in return for some goods in the future. This kind of trade is known as inter-temporal trade. Even in the absence of international capital movements, any economy faces a trade-off between consumption now and consumption in the future. Economies usually do not consume all of their current output; some of their output takes the form of investment in machines, buildings, and other forms of…...

AGRANA From a Local Supplier to Global Marketing

The home market from the European Union is one market which everyone has free movement with goods, services, capital and people. This was not always the way if we look back before the time of the EU we had a Europe which was overfilled with conflicts and wars. Because of the foundation of the EU we got a lot of opportunities in the Western Europe and in Central and Eastern Europe but also challenges because it’s not easy to bring…...

Anytime Fitness and the Jetts SWOT Analysis

As the living quality has been continuously improved in recent years,together with the widely spread sense of keeping fit,fitness clubs are becoming more and more popular in Australia.Among all those fitness companies,the Anytime Fitness and the Jetts are the most rapidly growing ones ,which both offer the 24/7 access to all clubs they own. I’ll compare the model of these two company using SWOT analysis. Company overview According to the Anytime Fitness AU(2014),Anytime Fitness is a fitness club which started…...

McDonald’s global marketing strategy

1. Identify the key elements in McDonald’s global marketing strategy (GMS). In particular, how does McDonald’s approach the issue of standardization? McDonald’s has become the most famous and successful fast-food restaurants all over the world. The concept of fast food and American-style food (burgers, fries) has conquered the world. We can talk about standardization regarding Mcdo’s strategy: the marketing mix is basically the same. Products:Fast food, American food (Burgers, fries and soda) Price:Cheap, “Burger Index” * Promotion:American style, mass communication,…...

Global Marketing of Telefonica Company

What changes in Political and economic environment allowed Telefonica to expand globally The changes that were involved in the political and economic environment, which allowed Telefonica to start expanding globally, were privatization and deregulation. In addition economic growth, removal of many restrictions on FDI and programs that opened to foreign investors made some countries more attractive to Telefonica for expansion. Spain’s Telefonica was established in the 1920s being a state-owned national telecommunications monopoly. Soon, the Spanish government privatized it, as…...

Abercrombie and Fitch Company Report

Abercrombie & Fitch was established in 1892, and originally was a retailer of outdoor and sporting goods. In 1976, it went bankrupted and was acquired by Limited Brands in 1988. Michael Jeffries was nominated to become CEO in 1992, and he dramatically improved the status of A&F to be a global fashion retailer. Now the symbol of American style and beloved brand by many customers worldwide, Abercrombie and Fitch produces mainly apparel, fragrance and lifestyle goods targeting at consumers aged…...

Competitve Advantage in Global Marketing

“A firm that already has sustained competitive advantage in its domestic market may not have the same advantage in an overseas market. Discuss the issues that this creates for a firm, and how it might exploit its resource advantages to secure successful market entry and create competitive advantage in a new overseas market.” With the global trade network more integrated, according to Pearce and Robinson (2009), firms tend to enter foreign market to gain more profit due to the maturity…...

Review of The Pestle Analysis

Introduction The pestle analysis is a set of tools used to analysis and evaluate various factors which determines and affects the environment of an organization, which should be identified in order to aid company's so they can achieve optimum performance. Pestle analysis' also help in the decision making process a as it gives companies more knowledge about their business. Pestle analysis is divided in 6 main categories which are Political, Economic, Social, Technological, Legal, Environmental. Pestle analysis is basically gathering…...

Nike Brand Innovations in Product and Service

Nike Corporation was included in 1968. In their thirty-four year history, Nike has primarily remained in business of creating, establishing, and marketing athletic shoes, outfit, equipment and accessories, а lot of business go out on a limb when it concerns organisation choice or management methods with Nike Corporation. Nike is а effective business. Nike Corporation is a well handled business in а striking market, the business has a strong brand image, and they are effectively capturing the value shaped from…...

Global Expansion Strategy of Starbucks Company

As Starbucks moves into new markets all over the world, it continues to develop its brand through the delivery of the Starbucks Experience. "Our success at every market that we have actually entered into repeats our commitment to end up being a fantastic, withstanding business with the most acknowledged and appreciated brand name on the planet, known for motivating and supporting the human spirit. Our Mission: to be an international business, making a difference in peoples' lives by leveraging our…...

Channels of Distribution: McDonald's

Introduction The core of this presentation is to discuss the theory of distribution strategy with the underlying real life examples of McDonald's fast-food restaurants. The aim is to discuss McDonald's distribution channel and the way in which this fast-food restaurant chain gets its products to the market. In the theory of the Marketing Mix, place (distribution) determines where the product will be sold and how it will get there. In fact, as noted on www.mcdonalds.com, McDonald's is the leading global…...

Global Marketing Orientation

Global marketing has the potential to bring a company to its proverbial next level. In order to understand how to thrive in global marketing one must first understand the conditions leading to the development and sustainment of global market. The need and environment for a global market stemmed from a number of factors. One factor is the rapid technological advances in equipment, communications, and transportation, which are all major drivers of both the ability and the desire of companies to…...

Mary Kay’s Presence in India

Mary Kay products have been seen to sell in more than 35 markets expanding across 5 continents. Mary Kay’s sales force exceeds 2 million globally with potential markets such as the Indian and Asia- Pacific areas that represent extensive growth opportunities. Mary Kay is focused on expanding into the Indian Market, due to its large population and market size. With the large population of middle class growing to a total of 500 million individuals will give Mary Kay the opportunity…...

Zumba Fitness

Introduction This report examines the internationalization and the international company model of Zumba Fitness task. The very first section supplies the interpretation of Zumba's internationalization explaining what internationalization design was chosen. The second part highlights the success of Zumba's company design. Information and analytics are stemmed from primary and secondary research. The report completes off with a brief conclusion on the success of Zumba's task. The internationalization of Zumba There are 3 significant models of internationalization: Uppsala internationalization model Deal…...

McDonald's global marketing strategy (GMS)

1. Identify the key elements in McDonald's global marketing strategy (GMS). In particular, how does McDonald's approach the issue of standardization? Does McDonald’s think global and act local? Does it also think local and act global? McDonald’s global marketing strategy is based on combination of global and local marketing mix elements. For the first elements in McDonald’s global marketing strategy (GMS) is a vital elements in McDonald’s business model restaurants system that can be set up virtually anywhere in the…...

Competitive Battle of Philips and Matsushita Companies

How did Philips become the leading consumer electronics company in the world in the post-war era? What distinctive competence did they build? What distinctive incompetencies Philips became the leading consumer electronics in the world in the post-war period by a strong investment in research and development of their independent national organizations, and good communication between the organizations. Philips has continued this tradition with fourteen divisions of product development, production and distribution in the world, which is another factor n the…...

Comparison of Two Companies Tesco and McDonalds

Tesco Few brief about those two companies started with Tesco: Tesco ( TESCO , Taiwan and Malaysia translated as Tesco, Chinese mainland called Tesco), is the United Kingdom , a large supermarket chain. It is now the UK's largest retailer, is second only to Wal-Mart ( USA ), Carrefour ( France ) the world's third largest supermarket group. Tesco first to sell food started, and gradually extended to clothing , appliances , customer Finance services, Internet services, auto insurance and…...

The Case of the Unknown Industries

In the Case of the Unknown Industries, we matched several industries with their corresponding balance sheets. We used several different methods to come up with our conclusion. An important factor we had to remember was the economic state industries were in their respective year. A. Online Retailer This set of data belongs to the online retailer industry. The most significant categories that helped with our decision was the low inventory for a retail business and the relatively high inventory turnover.…...

Outsourcing, Internal and External Sourcing Strategies

Internal sourcing describes using internal labor for the main endeavors while outsourcing describes bringing manpower, goods or services from worldwide organizations. It is a choice on either to produce goods or services internally within the organization or to purchase them from external organizations. The goal of internal versus external sourcing is to secure needed products at the finest promising cost, while making best usage of the wherewithal of the organization. Factors that might influence our choice may consist of: rates,…...

Internal and External Process in IKEA Company

IKEA is a privately-owned, international retailer of home products. The company sells flat pack furniture, accessories, and bathroom and kitchen items in their retail stores globally. The company is the market leader in the flat-pack design furniture and sells at affordable prices. IKEA is now the world's largest furniture manufacturer. IKEA was started in 1943 by Ingvar Kamprad in Sweden and it is owned by a Dutch-based foundation and controlled by the Kamprad family. IKEA is an acronym representing the…...

Dimensional Fund Advisors Case in Marketing Analysis

DFA’s investment strategy is based on their belief in the principle that stock market is efficient. They attempt to match a broad-based, value-weighted small-stock index and position themselves in the market as a passive fund manager that still claimed to add value by capturing specific dimensions of risks identified by financial science. DFA’s investment strategy incorporates elements of both passive and active management. It is passive in the sense that like many other index managers, it focuses on the importance…...

Global Business Cultural Analysis

This paper presents a cultural analysis of Greece and how this translates into the country's business practices. The importance in such profiling can be seen in the emergence of many cross-cultural studies that aim to come up with an effective theoretical framework that guides international companies to relate to other companies from different countries with different cultures. One of these frameworks was formulated by a series of national studies conducted by Hofstede in which the author identified cultures according to…...

Niche Market

Niche, noun: a distinct segment of a market. A niche market is built in the market and focus on a specific product. So the market niche defines the specific product features aimed at their satisfying specific needs in market, and price range, production quality, as well as the demographics that is to be impacted. (wikipedia, 2007) Niche market is a more narrowly defined group which basis on getting interests. In a nutshell, niche marketing is not just a single product…...

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