Johnsons and Johnsons Global Expansion - Essay Example

There are numerous determinants that lay down the foundation of consumer behavior. Consumers have varying needs and usage patterns across the world. This fact can be easily exemplified with its baby care range. There are cultural, behavioral, religious, financial, and social cues that not only determine a consumer’s purchasing pattern but also its usage pattern.

For exemplification, we can take the fact that Johnson’s baby oil in Pakistan is applied on babies majorly for hair care as people are not aware of its usefulness for massage, whereas in most of the European countries the consumption is for both purposes. This example shows that there are various factors that vary from the standardized consumption factors. The local cues play a significant role and therefore need to be catered to effectively. For effective marketing of their products in different countries, it is essential for J&J to have a localized managerial setup. The local management possesses the ‘right-fit’ knowledge regarding the social and consumer factors. With the key insights insight, they can formulate a marketing strategy that will be tailor-made as per the local requirements.

J&J success can be accredited for following the above-discussed approach. Though they expand globally but ensure that local knowledge with a decentralized managerial structure is inculcated to achieve the desired results.