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Case Study Analysis - Admission/Application Essay Example

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Case Study and Analysis Executive summary of Global marketing Global marketing can be defined as the strategy to achieve one or more of four major categories of potential globalization benefits. These are enhanced customer preference, cost reduction, improved quality of programs and products and increased competitive advantage on a global basis…
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Case Study Analysis

Download file to see previous pages... Global marketing refers to marketing activities by companies that emphasize on the following:- Standardization of marketing programs across different countries with respect to promotional mix, product offering, channel structure and price can increase opportunities for brands, transfer of products and other ideas across subsidiaries and help to address the emergence of global customers. Coordination across markets refers to reduction in cost inefficiencies and duplication of efforts among their regional and national subsidiaries. Global integration involves participation in major world markets to gain competitive leverage and effective integration of competitive campaigns of firm across these markets to subsidize operation in some market with resources generated in others and responding to competitive attacks in one market by counterattacking in others. Global marketing does not refer to development of products anywhere on a global basis. The climate, economic geography and culture affect the way in which the products are developed by companies and demanded by consumers. The availability of both natural and human resources is a major determinant of industry location. Needs of consumers are equally important in determining the industry location. ...
It is reactive to increased domestic competition and decline in domestic sales. Global marketing does not imply that companies should market the same product in same way around the world with the convergence of world markets. Rather, it is the willingness of company to adopt a global perspective instead of region by region or country by country perspective to develop a marketing strategy for profit and growth. Global marketers should be willing to exploit their local advantages for opportunities of global marketing. The e-commerce proliferation on internet can accelerate the global marketing opportunities. Case of Wal-Mart’s entry into Japan The world’s largest retailer, Wal-Mart entered Japan in the year 2002. Replicating the usual foreign entry strategy, Wal-Mart purchased 6.1% stake in Seiyu, the wholly owned Japanese subsidiary retailer of Wal-Mart. Seiyu was the fifth largest retail store in Japan in terms of revenue during that time. Wal-Mart gradually took the control of the Japanese giant from its previous owner, Saison Group which was one of the most successful conglomerates in Japan. It also purchased the remaining shares of Seiyu in 2008. Wal-Mart as an organization Wal-Mart was founded by Sam Walton in 1962 to get deals from suppliers, earning profits through volume and passing savings to his customers. Everyday low pricing or EDLP was the one competitive element differentiating Wal-Mart from its competitors. For successful execution of everyday low pricing, Wal-Mart ran a business of “best price, no deal” where there will be no allowances, no mark-downs and no promotional money. Less than one percent of sales were spent by the company on advertising which was dramatically less than its main competitors who spent ...Download file to see next pagesRead More
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