Your work on your strategic global marketing plan is complete. You now have a pl
ID: 454032 • Letter: Y
Question
Your work on your strategic global marketing plan is complete. You now have a plan that will implement, manage, and support a global strategy, but it is far from organized. You e-mail Deborah to inform her that you are almost ready and that the project is nearly is complete. A little while later, the phone rings and you see Deborah's name on the caller ID.
“Hi, Deborah. What’s up?” you ask.
“I’d like you to present to the advisory board next week,” Deborah says. “They are very curious about your findings and would like to know if globalization is a good opportunity for the company. The board wants to finalize their strategic plan, and this may be a key part of it.”
After you hang up, you begin thinking through the different items that you will need to cover. You want to finalize this project and have Deborah and the advisory board accept the marketing plan you and your team have developed. You know that the success of this project will lead to additional project management activities for your organization.
As you finalize the project deliverable, the marketing plan, complete the following:
Is globalization a good move for the company?
What is your rationale behind this decision?
What geographic location should be a target for global expansion?
What background information can you provide to support this decision?
How will this decision support the overall goal of growth and expansion?
How would you refute someone with the opposing perspective?
Explanation / Answer
1) Globalization is a good move because:
2) The location and the distribution stretegy depend on many things. There are many things to take into consideration for that.
Strategies may follow similar principles (e.g., using department stores or specialty stores versus
wholly owned retail outlets) but some modification of this strategy may be required in certain countries because of the local infrastructure. Understanding the limitations of the marketing infrastructure and use of creative strategies to compensate for these limitations are required (e.g.: the
Shakti system in rural India).
Other things to consider are:
Style of operation.
Demographics
Foot traffic.
Accessibility and parking.
Competition
Proximity to other businesses and services.
Ordinances
Utilities and other costs.
3).The background data you can provide:
The demographics, market conditions, potential customers in the similar market.
How the ordinance will help you in the other country?
How the marketing plan is prepared according to the life style and traditions of other countries.?
How is the competition ?
How were the other companies go there and succeded?
The expected rate pf return
The plan B if the original plan fails
4) • The possibility of generating important economies of scale by standardizing operational marketing and in
particular packaging and communication;
• The speed to market because globalised firms centrally plan and organize new product introductions
worldwide within less than one year;
• The advantage of creating a unique worldwide brand name and brand identity for the global company. The
most important effect of this advantage is the significant reduction of communication costs by targeting the same
segments of consumers on all markets, using the same concept of product;
• The possibility of market expansion, which could lead to a significant increase in sales volume.
• Access to new resources and sources of financing.
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