Challenges in global marketing

Strategies, Definition, Issues, Examples Global marketing is defined as the process of adjusting the marketing strategies of your company to adapt to the conditions of other countries. Of course, global marketing is more than selling your product or service globally. It is the full process of planning, creating, positioning, and promoting your products in a global market. Big businesses usually have offices abroad for countries they market to.

Challenges in global marketing

Full fledged green field projects. Contract manufacturing avoids the need for heavy investments and facilitates a quick entry with a lot of flexibility.

On the other hand, there can be supply bottlenecks in such arrangements and production may not keep pace with demand.

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It may also be difficult to maintain the desired quality levels. Franchising, like contract manufacturing involves limited financial investment, but needs fairly intensive training to orient the franchisees.

Quality control is again an area of concern in franchising. Licensing is defined as "the method of foreign operation whereby a firm in one country agrees to permit a company in another country to use the manufacturing, processing, trademark, know-how or some other skill provided by the licensor".

Coca Cola is an excellent example of licensing 4. Joint Venture Joint ventures can be defined as "an enterprise in which two or more investors share ownership and control over property rights and operation". A joint venture helps in spreading risk, minimizes capital requirements and provides quick access to expertise and contacts in local markets.

An acquisition gives quick access to distribution channels, management talent and established brand names. However, the acquired company should have a strategic fit with the acquiring company and the integration of the two companies, especially when there are major cultural differences, needs to be carefully managed.

Greenfield projects are time consuming and delay market access. They also involve big investments.

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On the other hand, the delay may be worth its while as green field projects usually incorporate state of the art technology and features which maximize efficiency and flexibility.

Market Research Consider another important marketing activity, market research. For a transnational corporation, this activity is far more complicated than for a domestic company. Global coordination is necessary to facilitate sharing and transfer of knowledge.

The global head of market research has the important job of ensuring that each country is aware of not only the research activities it is carrying out but also of the activities being carried out by other subsidiaries.

The research design is more complicated due to cultural differences across regions. Some elements such as the sample to population ratio and the information to be collected for each product category can be standardized.

Sample Issue

A globally standardized product can be made efficiently and priced low but pleasing few customers. On the other hand, excessive customization for different markets across the world may be too expensive. Thus, a standard core can be developed, around which customized features can be built to suit the requirements of different segments.

In the case of industrial products, standardization may become unavoidable if customers coordinate globally their purchases.

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In industries characterized by high product development costs as in the pharmaceuticals industry and great risk of obsolescence as in the case of fashion goodsthere is a great motivation for developing globally standardized products and services.

By serving large markets, costs can be quickly recovered. Even in the food industry, where tastes are largely local, companies are looking for opportunities to standardize as developing different products for individual markets can be prohibitively expensive.

Though identical offerings cannot be made in different markets, companies are developing a core product with minor customization, like a different blend of coffeeto appeal to local tastes. In their enthusiasm to reduce costs by offering standard products, MNCs need to avoid some pitfalls.

Customer preferences vary across countries. Some products tend to be more global than the others. These include cameras, watches, pocket calculators, premium fashion goods and luxury automobiles.

In the case of many industrial products, since purchase decisions are normally taken on the basis of performance characteristics, considerable scope exists for global standardization.

Challenges in global marketing

However, even here, local customization may be required in engineering, installation, sales, service and financing schemes. In the same industry, different segments may have different characteristics. Product positioning International positioning is far more complicated than positioning in the domestic market.

The degree and nature of segmentation can vary across countries. Brands may not be perceived the same way in different regions.Global marketing is defined as the process of adjusting the marketing strategies of your company to adapt to the conditions of other countries.

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Global Marketing: Strategies, Definition, Issues, Examples