Market Strategy of Famous Companies - Essay Example

As far as the local operations of Wal-Mart are concerned, its organizational structure has always been in tandem with its market strategy. Hence, while opting for a large-scale expansion in China, the company was quite confident that its traditional organizational structure comprising of well-laid-out stores backed by time-tested retailing concepts and culture would work well in China (Pogoda, 1994). However, Walmart soon realized that Chinese customers required different sorts of merchandise and goods. Therefore, to understand the local markets, the company decided to get actively involved with the local communities and started opting for local suppliers (Taylor, 2009). This strategy of retaining the traditional organizational structure, with localized procurement worked wonders for Wal-Mart in China.

Just like Walmart, when Mcdonald's decided to go global in the 90s, the company was confident that its well-calibrated organizational approach of offering franchises at the local level would work well in the foreign markets also. Luckily, for Mcdonald's, the things worked well as was expected and its brand of fast food soon became a rage in the New Markets in Asia, Latin America and Africa. However, this does not mean that Mcdonald's simply transplanted its US-based organizational structure in the foreign markets. The company was well aware that food is always about flavours, which differ from place to place and person to person. Therefore, the company not only adapted its distribution strategies and packaging as per the local preferences but also customized its products to suit local tastes. For example, Mcdonald's offers Halal fast food in the Gulf and beer in Germany (McDonald's, 2005).

From the very start, Skype succeeded in establishing itself as the most popular voice communication service around the world. The company conducted its business through its internet portal. However, it was not long before Skype realized that the emerging new trends and developments in digital technology would make it obsolete if it fails to customize and adapt to the novel digital portals. So the company not only established linkages with other well-established brands like Apple, Boingo and BlackBerry but also expanded its online stores and enhanced its availability on multiple platforms like cell phones, Android platforms, Video calling, Pocket PC, etc (Gough, 2005). This ability of Skype to retain a flexible and pliable organizational structure that perpetually adapts itself to its ever-changing market strategies assured its success and sustenance.