1. Conducting Business during the 21st century has many dimensions. To what extent are national forces being superseded by global trends‚ especially in terms of multilateral institutions such as the European Union and various economic agreements in the Western Hemisphere and Asia? When a company considers investing internationally‚ what circumstances should influence how much priority is given to global concepts and/or national differences when evaluating the four alternatives for strategic choice
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changeable customers’ preferences. With the development of technology‚ customers preferences are always updated due to global information transmit. Global Managers are capable to create more inventive products to keep and expand global markets. 2. Localization‚ which can avoid cultural conflict between local customers and global company‚ avoid future failure of investment of subsidiary of local company. Global managers must consider customizing products to comply with local national traits and policies
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Global Marketing Global Edition Warren J. Keegan Mark C. Green Introduction to Global Marketing Chapter 1 Copyright 2013‚ Pearson Education INTRODUCTION • Global vs. “Regular” Marketing - Scope of activities are outside the home-country market Copyright 2013‚ Pearson Education GLOBAL MARKETING • Create value for customers by improving benefits or reducing price – – – – Improve the product Find new distribution channels Create better communications Cut monetary
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CASE: MCDONALD’S: IS CHINA LOVIN’ IT? Mc Donald’s has established itself as number two fast food chain in China through its strategies like localization approach‚ tier pricing‚ backward integration of suppliers and unique design stores and innovations. The question now is about sustainability as to whether McDonald’s will be able to keep pace with the rapid transformation of China from a closed country to an open and dynamic society? General Environment of Mc Donald’s * Demographic - There
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Levendary Café: The China Challenge By: Anna-Lena Mayer‚ Tobias Jüngst and Florian Beck Agenda Executive Summary Company Overview Market Analysis Market entry China Recommendation Implementation Executive Summary • The headquarter needs all numbers of all subsidiaries in the same reporting format • The US Version of Levendarys will not work throughout China • If the necessary adjustments in some places are too much‚ Levendary China should get a new name Executive Summary Company Overview
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Catalin Chelsoi Module 6 Coca-Cola 1. Why do you think that Roberto Goizueta switched from a strategy that emphasized localization toward one that empathized global standardization? What were the benefits of such a strategy? I think that Goizueta believed that Coca-Cola could gain better sales from standardizing its productions around the globe to get the same type of consistency everywhere you went. The benefits of such a strategy are lower costs especially in the advertisement portion
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factors: Management Styles: CEO Leventhal was very hands off with Chen‚ and allowed Chen to have full control over the operations and strategy for China. This differs from Foster’s management style‚ which is more process driven and valued standardization. Culture Differences: The various cultural differences between the two cultures is not being understood by the headquarter‚ who insists on enforcing its own rules and policies regardless of the local preferences. Limited Experience: China
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characteristic by offering different items. Standardization of the products such as the company’s best-selling - 1.5 million units of Klippan love seat contributed great sales to the company. This strategy can also decrease the cost of production‚ even generate more profit. Since IKEA’s products enter into China market‚ the firm has adopted different countries-specific strategies. The operation strategies are slight different from using in other counties that is localization of marketing in China. In order to
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the requirements of the local markets. While not always successful‚ it has proven to be a winning strategy. 1. Identify the key elements in McDonald’s global marketing strategy (GMS). In particular‚ how does McDonald’s approach the issue of standardization? 2. Do you think government officials in developing countries such as Russia‚ China‚ and India welcome McDonald’s? Do consumers in these countries welcome McDonald’s? Why or why not? 3. At the end of 2003‚ McDonald’s announced it was selling
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Cultural Diversity or Global Monoculture The Impacts of the Information Age Kenneth Keniston Massachusetts Institute of Technology Paper Prepared for Conference on "The Global Village" Bangalore‚ Karnataka‚ India November 2‚ 1998 The coming of the "Information Age" is the topic of thousands of books‚ articles‚ and conferences‚ including this one. Predictions range from outrageous optimism to dire pessimism; we have analyses from a Marxist‚ a neo-liberal‚ an anthropological‚ and many other
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