Global Marketing - Coursework Example

Suggested Strategy of Global Expansion for Apollo Inc. – A Toy Brand The concept of global marketing revolves around a combination of pioneering strategies in international, global, and multi-national extension. And whenever a company faces this challenge, it is only through careful study of future markets and existing competitors that they can build a retainable marketing strategy. In today’s scenario, it has become exceedingly important to keep the multi-national strategy topmost in priority while developing a global marketing strategy.

We elucidate the facts through a careful study in this article. Advantages, Disadvantages and Challenges of Global Expansion and Ecommerce The main advantage of going for global expansion and concentrating on full throttled e-commerce are many. Firstly, a company has a better brand presence all over the world, since parts of the world are familiarized with its products; bring rich long term dividends (Chung, 1996, p.2). Secondly, the need to reach out to better markets is fulfilled, allowing the company to recover from losses incurred in lower markets.

The main disadvantages of global expansion and e-commerce are not many. The most difficult part of the expansion is the high degree of market risk that comes into the reports and the reduced ROI that hits the investments during the initial years. The most important challenges that any company faces while global expansion includes developing a daunting localization strategy that does not fail in spite of local competitors in new markets, and the challenge of overcoming product launches which fail in rich markets, only because of lack of customization or local features.

Global Expansion: Singular Case of Apollo Inc. When Apollo Inc decided to expand its products into the toy markets in Asia and Europe, it had to decide on a great deal of customization to be able to create a same degree of appeal amongst buyers in the new markets. Established in 1912, Apollo Inc had to work it up the US markets the hard way. Their offerings initially failed to match up with the predominance of Disneyland and the Barbie franchisees. In order to get over these existing competitions, Apollo had to concentrate on toy items that were bought by boys.

These included cycles, helicopters, and sports gear that helped school going kids and teenagers make the most of their boyish adventures. In order to succeed in global expansion, Apollo Inc has to measure up all the toy offerings that the new markets have. Barbie already has a worldwide presence wile Disneyland products and mimics are not to be found outside US. So, in countries of Canada and Europe, Apollo can hope to succeed in its expansion strategy. With a multi-national strategy going above the rest in terms of importance, Apollo needs to understand that online video gaming, adventure tool kits, and sports gear are going to be welcomed in all markets.

They can revamp their branding (Chattopadhyay et al, 2012, p.23) to make a new appeal in the mind of kids and their parents. They also need to include an online ecommerce site where all their products are available with or without discounts. The main challenge the brand faces is in the Asian markets, especially China and Japan, where gaming technology supersedes that in the world. To be able to think beyond Xboxes and Playstations, Apollo needs to launch really affordable adventure tool kits that suit the local market in all ways.

These would include design, sizes, and local applicability. No point launching teenage trek equipment in the markets situated in the plains. Conclusion: Thus, in conclusion, we can say that although the facts and figures of global expansion are pretty evident to any brand that wants to take up the process of making a worldwide impact, it is still important to cater to the individual needs of a multi-national expansion strategy, and not stick to a single branding style that is universally applicable.

It will lead to lesser market impact than that possible through localized product design, launch, and branding. References:Chung, M. (1996). Globalization Strategies of Korean Motor Vehicle Industries: A Case Study of Hyundai. Ha Nam University. Retrieved on 9th July, 2014 from: http://www.staffs.ac.uk/schools/business/resits/postgrad/CorporateandGlobalresitcase-Hyundaiglobalstrategies.pdf Chattopadhyay, A., Batra, R., & Ozsomer, A. (2012). The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands. Edn. 1.

McGraw-Hill Professional Publishing.