...Domestic and Global Marketing: The McDonald’s Corporation MKT/421 The McDonald’s Corporation The McDonald’s Corporation is a global enterprise whose success is getting into the market first and outlasting the competition. This is a strategy that has worked since the company was founded in 1937. Although McDonald’s is an American company, founded in the United States the company has rapidly grown to become a global enterprise. According Armstrong & Kotler, (Armstrong & Kotler, 2011, pg. 479), “The quintessentially all-American company now sells more burgers and fries outside the country than within. Nearly 65 percent of McDonald’s $23.5 billion of sales last year came from outside the United States, and its international sales grew at close to twice the rate of domestic sales growth.” Today the company has 32,000 restaurants and serves more than 58 million people worldwide (Armstrong & Kotler, 2011, pg. 479). The company has come a long way since the two McDonald brothers opened their first tiny restaurant in Pasadena, California. The company expanded in 1954 when Ray Kroc offered McDonald’s a franchise option and rest was history. The first McDonald’s international venture occurred over the border in Canada during 1967. To become a leader domestically and globally the company needed to learn a few lessons. Domestic These days the economy in the United States is down. McDonald’s has managed to stay in business through sluggish economies in the past. With...
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...Global marketing strategies Chapter 1 Introduction to global marketing Question for discussion 1. Expalin the scope for global marketing. * Global marketing is a process of conceptualizing and then conveying a final product or service worlwide with the hopes of reaching the international marketing community. In today business world the scope of global marketing is extending far and wide all over the world. The good and servies developed in one place can be extended to all over the world through global marketing, for eg. Coca-cola which is also the world largest soft drink company in the world has use the benefit of global marketing . In the same way mac donald which is the world largest chain of fast food resturant enjoy the benefit of global marketing. Global markeing is especially important to those companies that provide good and servies that have a universal demand such as automobiles, soft dring and fastfood. Different strategies are implemented based on the region to make the best use of global marketing for example the menu at mac donald varies based on the location of the resturant. The company focuses on marketing popular items within the country. In today world whole range of service industries are involved in global marketing for eg, banks, airlines, hotel chains, consulting companies, major advertising agencies and many more market their service worldwide. So the scope of global marketing is unlimited. 2...
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...International marketing - is simply the application of marketing principles to more than one country. However, there is a crossover between what is commonly expressed as international marketing and global marketing, which is a similar term. For the purposes of this lesson on international marketing and those that follow it, international marketing and global marketing are interchangeable. - marketing involves the firm in making one or more marketing mix decisions across national boundaries. At its most complex level, it involves the firm in establishing manufacturing facilities overseas and coordinating marketing strategies across the globe. Controllable element - it clearly defines the meaning of a business environment, which is the foundation to begin with before answering the question. it defines a business environment as " encompasses all those factors that affect a company's operations, and includes customers, competitors, stakeholders, suppliers, industry trends, regulations, other government activities, social and economic factors, and technological developments" However, the definition given is very general, it does not distinguish or point out which elements are controllable and which are not. To my own understanding, controllable elements, also known as internal elements, are those which are within the organization which are eligible to controlling the operation of an organization, which includes the management, the hierarchy of the business, the personnel, the...
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...Defending a Domestic Position against Global Entries Abstract The paper offers a systematic review of strategic options available to incumbents coping with threats and attacks by a global firm. The framework makes it possible to review and analyze action alternatives based on the entry stage, the attack focus and defense tactics. Even though the globalization process has exposed domestic incumbents to greater threats, incumbents’ options have also increased. The doors of trade liberalization swing both ways. Opportunities for collaboration increase while anti-globalization movements and national patriotism can be mobilized for effective defense.. The framework presented in this paper builds on existing strategic theories and concepts in addition to published case studies. It offers a flexible and dynamic approach for reviewing alternative strategies for implementation and research. Key words: Defensive strategies, Incumbents, Global threats, Global opportunities, Globalization trends. Defending a Domestic Position against Global Entries Yaron Timmor; Samuel Rabino; Jehiel Zif Introduction In the age of globalization, many domestic firms are threatened by the entry of global firms (Baker and Ballington 2002; Beardsley et al. 2002; Roberts Nelson and Morrison 2005; Thoumrungroje and Tansubaj 2004). Equipped with mega brands, know-how and economies of scales, global and multinational firms shove aside and even trample local players (Douglast, Quelch and Taylor 2004;...
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...Chapter 01 The Scope and Challenge of International Marketing True / False Questions 1. (p. 3) Global commerce thrives during peacetime. TRUE Difficulty: Easy Type: Knowledge 2. (p. 4) To date, the lesson for international commerce in the 21st century is "expect the unexpected." TRUE Difficulty: Easy Type: Knowledge 3. (p. 5) Today, every American business is international. TRUE Difficulty: Moderate Type: Comprehension 4. (p. 5) One event that will influence the shape of international business as the future unfolds is the rapid growth of the World Trade Organization, NAFTA, and the European Union. TRUE Difficulty: Moderate Type: Comprehension 5. (p. 5) One event that will influence the shape of international business as the future unfolds is the unprecedented acceptance of communism and socialism in Latin America. FALSE Difficulty: Moderate Type: Comprehension 6. (p. 5) A trend that will impact international business in the future is a mandate to properly manage the resources and global environment. TRUE Difficulty: Moderate Type: Comprehension 7. (p. 5) Today, most business activities are local or regional in scope. FALSE Difficulty: Moderate Type: Knowledge 8. (p. 6, Crossing Borders 1.1) What do French farmers, Chinese fishermen, and Russian hackers have in common--they can all receive subsidy payments from the U.S. government. FALSE Difficulty: Moderate Type: Knowledge 9. (p. 6) Foreign-made products remain a small...
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...International Marketing 14th Edition P h i l i p R. C a t e o r a M a r y C. G i l l y John L. Graham The Scope and Challenge of International Marketing Chapter 1 McGraw-Hill/Irwin International Marketing 14/e Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. What Should You Learn? • The changing face of U.S. business • The scope of the international marketing task • The importance of the self-reference criterion (SRC) in international marketing • The progression of becoming a global marketer • The increasing importance of global awareness 1-2 Global Perspective: Global Commerce Causes Peace • Global commerce during peace time – Commercial aircraft and space vehicle industries – Mobile phone industry – Individuals and small companies • International markets are ultimately unpredictable – Flexibility means survival 1-3 Events and Trends Affecting Global Business • • The rapid growth of the World Trade Organization and regional free trade areas The trend toward the acceptance of the free market system among developing countries in Latin America, Asia, and Eastern Europe The burgeoning impact of the Internet, mobile phones, and other global media on the dissolution of national borders The mandate to properly manage the resources and global environment for the generations to come 1-4 • • The Internationalization of U.S. Business • Increasing globalization of markets • Increasing number of U.S. companies are foreign...
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...Quality Management on Domestic and Global Competition Allen Mukamusoni MGT/449 Saturday, March 17, 2012 John Dewey Quality Management on Domestic and Global Competition Lufthansa is originally from Germany, and is one of the world's largest airlines and an aviation group with a network of more than 400 subsidiaries around the globe, operating in six business areas: passenger business, logistics, maintenance, repair and overhaul, catering, leisure travel and international technology services. Southwest Airlines Company (SA) is an America low-cost airline based in Dallas Texas. Southwest Airline is the largest airline in the United States based upon domestic passengers carried with over 550 of these aircraft in service, each operating an average of six flights per day. Southwest and Air Tran merged with 37,000 employees as of December 2011 and operates more than 3,300 flights a day, and operates scheduled service to 97 destinations in 42 states. Today the concept of quality management has come out as an important business practice that companies want to take on. Companies strive for effective and customer oriented by implementing quality management, enterprises has become able to ensure quality in their products and services. Organizational goals are to generate a high quality, high-executing product or service that conforms to and passes the customers' expectations. This paper will discuss similar processes, the procedure that produces a competitive product or service...
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...International Marketing International Marketing C-level, 15 ECTS Autumn Term 2014 Assignment number1 Group Number 5 Authors : XXX XXX XXX XXX Tutor : Desalegn Abraha Date of Submission : 24/09/2014 Date of Seminar : 26/09/2014 Table of contents Page Number 1. Discuss the impact of import restrictions on consumers. 3 2. What can be learned about a culture from reading and attending to factual materials? Given the tremendous increase in international marketing activities, where will companies in a relatively early stage of their internationalization process find the personnel to handle the new challenges? 4 3. Suggest ways in which the global marketer is better equipped to initiate and respond to global moves. 5 4. Discuss the possible shortcomings of secondary data. 8 5. Why might a firm choose to retreat to a domestic focus? 9 6. Propose scenarios in which export prices are higher/lower than domestic prices. 10 7. What specific advice would you give to an exporter who has used domestic direct marketing extensively and may wish to continue the practice abroad? 12 8. Discuss the impact of the Internet and e-commerce in making a firm global. 14 9. What are the implications of price escalation? 16 10. The Alliance for Gray Market and Counterfeit Abatement (http://www.antigraymarket .org) has as its primary purpose to “mitigate gray marketing and counterfeiting...
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...Factors-Starbucks LaToya Mason MKT 421-Marketing March 26, 2012 Sheryl Joyner Environmental Factors All corporations both nationally and corporations must consider the mechanics of expansion. This factor is inclusive for the marketing plan to start. Organizations have to review the global landscape, and industry trends to determine if expanding to a global market would be the right choice for the organization. Other factors that needs to be considered is confirming the market niche, timing considerations and of course have a marketing plan for the campaign. Once a decision is made, the marketing strategy is determined by the political, economic, and cultural environment. The political environment will have a significant impact on a company’s international marketing activities (The Political Environment, 2012). So, the political climate in other countries must be monitored in order to ensure successful marketing internationally. The economic environment is part of the macroenvironment encompassing wealth, income, productivity, inflation, credit, and employment which will affect the company’s markets and opportunities (Economic Environment, 2012). All of these factors are considered in the economic environment. The cultural environment is best defined as institutions and other forces that affect a society’s basic values, perceptions, preferences, and behaviors (Cultural Environment, 2010). One company that has been success in both domestic and global markets is Starbucks. Starbucks...
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...o o E-Ethnocentric P-Polycentric R-Regio centric G-Geocentric Concept of EPRG orientation/approach can better be understood with the help of table of characteristics cum differences, which is given in the following pages. Have a look! Basis Management orientation Perception about market Ethnocentric Home-country orientation 1.Domestic market is superior Polycentric Host-country orientation Regiocentric Regional Orientation Geocentric Global Orientation Entire world is a single market that can be effectively tapped by standardised marketing strategy 1.Each national Markets can be market is differentiated distinctive on the basis of 2.Focuses on commom similarities 2.Focuses on regional between home differences characteristics country & foreign between home market country & foreign country 3.Considers foreign market secondary to and extension of domestic market Extension of Localisation/adap Trade-off domestic strategy tation( national between to foreign market responsiveness) standardisation & localisation Profitability Public acceptance(legiti macy) Marketing Strategy Global standardisation (global integration) Companies basic objective Both Both Profitability & Profitability & Public Public acceptance acceptance Mutually negotiated at all levels of organisation Type of Top-down governance Bottom up (each Mutually local unit sets negotiated objectives) between region & its subsidiaries Culture Technology HRM Practices Home...
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...International Marketing The Scope and Challenge of International Marketing Chapter 1 1 Thursday, 27 February 14 What Should You Learn? • LO1: The benefits of international markets • LO2: The changing face of U.S. business • LO3: The scope of the international marketing task • LO4: The importance of the self-reference criterion (SRC) in international marketing • LO5: The increasing importance of global awareness • LO6: The progression of becoming a global marketer 2 Thursday, 27 February 14 LO1 Global Perspective: Global Commerce Causes Peace • Global commerce during peace time – Commercial aircraft and space vehicle industries – Mobile phone industry – Individuals and small companies • International markets are ultimately unpredictable – Flexibility means survival 3 Thursday, 27 February 14 LO1 Global Perspective: Global Commerce Causes Peace Basil pesto from Israel + raw materials and glass jars from Arab partner = Moshe & Ali’s Gourmet Foods http://www.peaceworks.com/press/libraryArticleMakingPeaceByMakingPastaSauces.html COOPERATION NEVER TASTED SO GOOD!™ 4 Thursday, 27 February 14 LO1 Events and Trends Affecting Global Business • The rapid growth of the World Trade Organisation and regional free trade areas • The trend toward the acceptance of the free market system among developing countries in Latin America, Asia, and Eastern Europe • The burgeoning impact of the Internet, mobile phones, and other global media on the dissolution of national borders • The...
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...billion in revenue, employed more than 150,000 employees, and has products in over 200 countries. Coca-Cola has had to research the global and domestic markets to ensure a need for their product. With the research, comes compliance in all regulations when distributing or creating the product in global and domestic areas. Companies have their own procedures in place to guide employees through the ever-changing needs of consumers. These procedures provide an example to the employees regarding the conduct of the employees as business is conducted within global and domestic markets. The procedures also help in the decision-making of company executives as they explore expanding business in the global market. The Coca-Cola Company is a perfect example of a company using both domestic and international marketing. Marketing’s importance in the business world increases day by day. For Coca-Cola to market at a domestic level, they must promote their local products to local consumers in local markets and satisfy the needs of the local consumers. For Coca-Cola to market at a global level, they must promote multinational business all over the world to international consumers in international markets. There are external factors impacting company operations. Both global and domestic companies feel the effect of these factors, which make up the marketing environment influencing company decisions. There are four environmental factors Coca-Cola took into consideration when expanding their...
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...level will inevitably be impacted on by environmental factors. Organizations and firms involved in trading will experience that their marketing decisions are influenced by environmental factors domestically as well as internationally. This environmental paper will therefore, Focus on the Coco-Cola company as an organization whose domestic and global marketing decisions, are affected by environmental factors. In this paper specific areas such as the high level of domestic and global environmental factors that may impact the organization’s marketing decisions and the impact of technology also on the marketing decisions will be addressed. The paper concludes with the final section which will analyze the importance of social responsibility and ethics as related to Coco-Cola’s marketing offerings. A quick check on Coca-Cola’s website on an attractive home page, the slogan Welcome to the World of Coca-Cola greets a visitor. As an organization which has demonstrated its ability and capacity to trade successfully its products on the global market, the company has been able to satisfy its consumers on the domestic market while its global appeal has been soaring, thus making the coca-cola product the clear leader in the beverage industry. Some of the high level domestic and global environmental factors which could possibly impact on Coca-Cola’s marketing decisions are; economic influences, globalization, political climate, regulatory requirements, demographic environment, and direct competition...
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...CLEANER CASE ANALYSIS Dyson Vacuum Cleaner: Shifting from domestic to international marketing with the famous bagless vacuum cleaner International Marketing – Assignment 2 Candidate: Emad AbouElgheit ISM - International School of Management Doctor of Philosophy (Ph.D.) Presented to: Professor Peter Horn 2 February 2012 Word Count: 4,326 1 CASE ANALYSIS - DYSON VACUUM CLEANER 2 Abstract After dominating the local UK market and successfully developing a new market in the US, Dyson, the ambitious vacuum cleaners manufacturer still competes in the mature global market of vacuum cleaners. Adopting a differentiation strategy since its inception, the company aims to take its brand to the next level and to expand into new grounds. This comes in a critical time after a declining market share in its high end vacuum cleaners segment, and withdrawing its innovative and very expensive washing machine from markets. The paper attempts to select the most potential global markets for Dyson to put more marketing investments. The paper suggests those markets to be mostly Scandinavian. The paper also aims to shed the light on the mass distribution strategy adopted in the US market by Dyson. Finally the paper studies the opportunity for Dyson to repeat the huge success of its vacuum cleaner to enter new product category of washing machines. Keywords: Vacuum Cleaners, Dyson, International Marketing, Upright Vacuum, Household Vacuums, Home Appliances, Consumer...
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...5 Stages in the Evolution of Global Marketing: 1. Domestic Marketing: Ethnocentric orientation. 2 Export Marketing: Ethnocentric orientation. 3. International Marketing: Polycentric orientation 4. Multinational Marketing: Regiocentric orientation 5. Global Marketing: Geocentric orientation Domestic marketing: A company marketing only within its national boundaries only has to consider domestic competition. Even if that competition includes companies from foreign markets, it still only has to focus on the competition that exists in its home market. Export marketing: Generally, companies began exporting Indirect Entry means turning over international sales to a third party. Generally speaking, this third party does the exporting for you. Indirect entry can also include licensing deals as well. By utilizing indirect exporting, a company could use the services of an Export Management Company, distributors, or commissioned agents or brokers. Direct Entry you are dealing with a company in the foreign market, so it can be the end-user, retailer, distributor, or export management company in that market. Because the manufacturer is more involved, the manufacturer makes decisions about the entire export process - from market and distribution, sales fulfillment, and payment. International marketing: If the exporting departments are becoming successful but the costs of doing business from headquarters plus time differences, language barriers, and...
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