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ghnessy in his “Competitive marketing: a strategic approach” wrote that “Marketing covers those activities that relate the organization to those parts of the outside world that use, buy, sell or influence the outputs it produces and the benefits and services it offers” (OShaughnessy, 1995). Marketing, in case of a global organization is influenced by several macro as well as micro environmental factors. Furthermore when a company decides to enter into a new market, it has to prepare a proper marketing plan. In this process all the external and internal factors that are likely to influence the company’s performance, are needed to be taken into consideration. This report includes a well structured marketing plan that can be used by a global organization for launching one of its products in a particular market. The chosen company is Toyota and the chosen product is the Prius car of the company. India is chosen as the target country where the product will be launched.
The Japan based Toyota is one of the largest automobile companies in the world. It’s headquarter is located in Tokyo. According to the information provided by the company in its main website, it was established in the year 1937. Currently the company employs almost 320,808 people throughout the world. The company is mainly known for automobile production and sales. Apart from car manufacturing, the company has its presence in the industries like financial service, housing, Marine, biotechnology etc. (Toyota-b, n.d.). Toyota’s total capital is found to be 397.05 billion yen. According to the company’s financial results, its total sales in the last financial year, was 20,529.5 million yen. In the financial year 2008-09 the company sold almost 1,945,000 cars in the home country and almost 5,622,000 cars in all the foreign markets (Toyota-a, n.d.). Major brands of the company include corolla, camry, land cruiser, prius, high lander, tundra etc. (Toyota, n.d.).Among these brands Prius is one
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Nokia Corporation is one such multinational, with a strong brand following and sterling reputation as the pioneer in mobile technology. In order to observe the effect of internationally diverse business environments on a global organisation, the dissertation focused its investigation on the strategic management employed in two cross-border subsidiary organizations of Nokia Corporations, that is, Nokia-China and Nokia-UK.
It looks into the internationalization process applied by the division; the factors affecting the COO Effect, and how these factors relate to Mercedes Benz. 2 INTRODUCTION 2 Background Information 3 Mercedes Benz: Goals and Aims 3 MARKETING STRATEGY 4 What is Standardization and Adaptation?
Marketing Objectives for the Project 3 III.Initial Research: 4 IV.Target Market Segments 5 a)Identification: 5 b)Reasons for Selection: 5 V.Promotion and Marketing Strategies: 5 VI.Promotional Tools: 6 Recommendations: 7 References 9 Introduction: McDonalds has been known for the intensive marketing and excellent strategies that the company adopts across all of its locations around the world.
The author of the case study mentions how the store of Ikea Shanghai looks very similar to the stores that this company has in other countries and cultures. It is not until one pays close attention to detail, that one can realize the true differences there are in the Ikea store in China and in other countries.
Friedman is known for coining the phrase golden straight-jacket in regards to the rules that globalization has brought. These rules of global economy according to him stipulate that the private sector is amassing power with the spread of globalization and that nations should accept this fact by privatizing industries, increasing transparency and curbing corruption and opening up their markets by eliminating tariffs.
The author states that the strategic management operations within China and Mexico need to be understood as far as Wal-Mart is related as well as the respective cultures of the two nations because these shall give a good enough idea of how adequate the policies of Chinese and Mexican governments, the private sector and other stakeholders were.
For example, although Mandarin is the national language of China, there at least more than one hundred other languages as a result of the large number of ethnic groups in China. Non-verbal communications are also important and can present difficulties in high-context cultures such as China, Japan and India.
The global market share of Samsung by 2005 had been 12.7% compared to 32.7% enjoyed by Nokia and 18% enjoyed by Motorola. This comparative scenario makes Samsung always aggressive to work hard and move towards achieving true leadership position in the world.
Similarly, the increasing number of world population and identification of new markets from developing countries had made many organizations spread their brands towards capturing market share. Because of this, many organizations
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