...to a major global brand? * Priced at over $100 a bottle * Not a typical P&G product but its successful introduction in Taiwan and Hong Kong * Paolo thinking the brand has global potential. Paolo should consider: 1. Organize the Company Along Product Lines not Geography 2. Continue to be the Technology Leader 3. Roll Out to Other Asian Countries 4. Sell off the SK-II Product Line (SK-II had the potential to be a global brand even though it had many thinks needed to work on) 2. What do you think of Organization 2005? O2005 seems to still take place and cause more damage than expected many executives are confused and therefore the potential for failure is increased. Even though everyone may have a good intention, the worldwide rollout may fail just for reasons of the putting in practice the O2005 plan, such as – organizational change, changes in management structures and the various implications from operations through marketing to the sales. 3. Consider that SK-II is globalized, what should Paolo's expansion strategy be in rolling out SK-II? Which country should be a priority? Companies typically fail when their strategy no longer fits the environment in which they operate. To achieve a good fit, Paolo and his managers must understand the forces that shape competition in their external environment. This understanding enables them to identify strategic opportunities and threats. An extension of a market by reaching out to a new market segments (such...
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...World's Greatest Coal Arbitrage: China's Coal Import Behavior and Implications for the Global Coal Market Summary China is home to the world’s second largest proven coal reserves after the United States. In addition, prior to 2009, China was a net coal exporter. Coal is a cornerstone of the Chinese economy, representing 77 percent of China’s primary energy production and fueling almost 80 percent of its electricity. Moreover, China is the world’s top coal consumer, accounting for nearly half of global consumption in 2010. Over the past decade, China’s domestic coal output has more than doubled while its coal imports have increased by a factor of 60—the country’s dependence on other nations’ coal exports is growing. In 2009, the global coal market witnessed a dramatic realignment as China burst onto the scene, importing coal from as far away as Colombia and the United States. With 182 million tons (Mt) of coal sourced from overseas suppliers in 2011, China has overtaken Japan as the world’s top coal importer. Moreover, as the world’s top coal consumer, China’s imports could rise significantly again by 2015. China’s recent move from being a net coal exporter to a net coal importer portends significant changes on the global stage, especially in terms of climate change. Understanding China’s rising coal imports is crucial for managing their global impact. Introduction In 2009 the global coal market witnessed one of the most dramatic realignments it has ever seen– China, long a net...
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...Kimberly-Clark Corporation manufactures and markets facial and bathroom tissues, paper towels, wipers and napkins for away-from-home use, healthcare products, respiratory products, other disposable medical products, printing and correspondence papers. It has manufacturing facilities in 42 countries and its products are sold in more than 150 countries. Its products are sold under brands such as Kleenex®, Scott®, Huggies®, Pull-Ups®, Kotex® and Depend®. With over 60,000 employees, it had revenues of US$ 14.3 billion in 2003-04. Kimberly-Clark Lever Ltd. (KCLL) is a 50:50 joint venture formed in September 1994 between Kimberly-Clark Corporation, of USA and Hindustan Lever Ltd. The plant and the registered office of the company are located at Sanaswadi, 30 km from Pune. KCLL markets feminine pads under the brand Kotex® and manufactures and markets diapers under the brand Huggies® in India. A leading baby hygiene product manufacturer The US$ 14.5 million Indian disposable diaper market has exhibited steady growth as manufacturers are correcting the price-value equation and have been offering customers superior technology products. KCLL’s Huggies® diaper brand is the market leader in its category with a market share of around 70 per cent. The following were the key challenges, which KCLL faced in India: • Absence of market for diapers • Value and price-sensitiveness of the product by offering “a good quality product that protects consumers at an accessible price”. The latest national...
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...with its introduction of new products. Prince uses global marketing to reach its international customer base and the company uses a social media marketing scheme to reach its younger consumers. A partnership with some of the game’s most prominent players is helping Prince Global Sports strengthen its reputation in the tennis market. Prince is using a global marking plan that utilizes social media, player sponsorships, grass root programs, point of purchase programs and print and television ads. Prince should develop a website that reflects the sport of tennis; by using interactive games on their site they could grab the attention of their customers better. The company already employs a good social marketing scheme, but Facebook, Twitter and You Tube could be better used by Prince. The Prince brand could do a better job of reaching out to its customers with more of its own retail stores and possible their own tennis facilities. Prince needs to continue to partner with some of the game’s most prominent players, this will help Prince Global Sports strengthen its reputation and let the global tennis community know that Prince is back in the game. Prince already uses social marketing to reach its younger consumers. The company also uses professional athletes to influence the market. Junior players especially want to use products that they see on television and online. Prince uses its global network to influence the tennis market and help the company create new products. Prince...
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...customers and build strong customer relationships in order to capture value from customers in return” (Armstrong & Kotler, 2011, p. 5). Today’s business environment is constantly evolving and reshaping; consequently, business organizations must cater their marketing strategies to the global, digital fast paced business world that we live and operate in. Businesses must consider market research, media requirements, target markets, and other considerations in order to have a successful marketing strategy. According to Armstrong and Kotler (2011), “By creating value for consumers, they in turn capture value from consumers in the form of sales, profits, and long-term customer equity” (p. 5). McBride currently has a marketing strategy that would be considered to outdated or ancient compared to today’s digital, mobile, and internet related businesses. The following issues will discuss intricate avenues of approach to design a compelling, competitive, trend-setting strategy that can not only improve the business but supply the consumers with satisfaction. While conducting market research most financial companies have the ability to provide services and information to their consumers or potential consumers in multiple formats. To make McBride Financial standout from the competition it is imperative to understand how other companies have failed from their...
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...Malcolm Barraza FIN4606 23 April, 2013 Case Study Santander Consumer Finance 1. Please describe and evaluate the Country/Political Risk faced by this organization and describe its successes and failures. Having established itself as a strong financial leader within the financing sector of Spain, Santander has shown great strides in the overall growth towards becoming a worldly recognized leader concerning their involvement in finance on a global scale. The globalization process demonstrated by Santander is of grand success in comparison to many financial business endeavors throughout a multitude of various demographics, lifestyle and economic sectors. It is because of this extreme diversity within the business structure that Santander faces many obstacles in their decision making process. The level of difficulty in understanding each financial and economic sector relative to the various outreaches of each individual company demonstrates the need for strong initiative and research in assessing the components of each economy. Of these various concerns, once studied and researched, will provide answers to the questions presented within the case study. The decision of continuing to consolidate or expand and venture into new financial markets will be based on current performers within each market with respect to the competition branches within each individual segment. Understanding the influence of political powers within each business sector will allow the decision of flow...
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...and Topics | Readings and Class Preparation | Activities and Assignments | Week 1 TCO 1 Recognizing Marketing Opportunity: Initiating the Marketing Process | Chapter 1: Creating Customer Relationships and Value Through Marketing Chapter 2: Developing Successful Marketing and Organizational StrategiesAppendix A Building an Effective Marketing PlanChapter 3: Scanning the Marketing Environment Chapter 4: Ethical and Social Responsibility in Marketing | Course Project—Topic Proposal Graded Discussion Topics | Week 2 TCOs 2, 5, 6, 7 Understanding Buyers and Markets | Chapter 5: Understanding Consumer Behavior Chapter 6: Understanding Organizations as Customers Chapter 7: Understanding and Reaching Global Consumers and Markets | Graded Discussion Topics Quiz | Week 3 TCOs 1, 5, 6 Target Marketing Opportunities | Chapter 8: Marketing Research: From Customer Insights to Actions Chapter 9: Market Segmentation, Targeting, and Positioning | Graded Discussion Topics | Week 4 TCOs 1, 3, 4, 6 Satisfying Marketing Opportunities: Products and Services | Chapter 10: Developing New Products and Services Chapter 11: Managing Successful Products, Services, and Brands Chapter 12: Services Marketing | Course Project—Draft Marketing Plan Graded Discussion Topics Quiz | Week 5 TCOs 2, 3, 5, 6, 7 Satisfying Marketing Opportunities: Pricing | Chapter 13: Building the Price Foundation Chapter 14: Arriving at the Final PriceAppendix...
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...values and beliefs of people from different cultures are somehow blended into one cultural value system. According to businessdictionary.com, consumer behavior is the process by which individuals search for, select, purchase, use, and dispose of goods and services, in satisfaction of their needs and wants. People with different ethnicity backgrounds tend to buy things a little bit differently than others. Trying to figure out what they want, how they want and where they want is what marketers sometimes have difficulties deciding. The different ethnicities in the U.S. that would be covered include: Caucasian Americans, African Americans, Hispanics, Asians, and Indians. “The U.S. population is highly ethnically and racially diverse. As of the 2010 Census, the U.S. population was 63.7% White, 12.2% African American and 16.3% Hispanic” (Akcay 2012). Going into detail on how these ethnicities make their purchase decision and comparing them would be the main purpose of this research. Why do people buy the things that they buy, is one question that many marketers try to figure out? “Ethnicity involves the social construction of origin as the basis for determining the community or collective and may be based upon a combination of history, territory, culture or physiognomic grounds” (Anthias 1992). There are so many people that are in these markets it is difficult to concentrate on just one type of ethnicity. There are things that some cultures don’t really need. For...
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... Sales, Market and Societal). II. Strategic Planning for Competitive Advantage (Chapter 2) ▪ Understand how business strategy relates to marketing and what is SBU. ▪ Review the different types of marketing strategies (e.g. Ansoff’s strategic Opportunity matrix and BCG matrix) and their components. ▪ Know the elements of a Marketing Plan ▪ Identify what a SWOT analysis is and the components that comprise this overall evaluation process. ▪ Study different ways in which a company can gain competitive advantage. ▪ Understand marketing mix (4P’s) and all it’s components in detail. III. The Marketing Environment (Chapter 4) ▪ Understand how the environment affects marketing related decisions and apply this to firm decision making. How does the environment affect marketing decisions? Understand factors such as social factors, demographic factors, economic factors, technological factors, and political and legal factors. ▪ Review: 1) component lifestyles, 2) demography, 3) age categories/ cohorts (e.g. Tweens, Baby boomers, and Generation Y. ▪ How do purchasing power, inflation, and recessionary pressures affect product sales? ▪ Understand how business strategy varies when reaching ethnic markets. What variables should marketers consider? ▪ Identify how the marketing environment is changing for ethic groups and for women. IV. Developing a Global Vision (Chapter 5) ▪ Understand the importance of global marketing...
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...India's largest consumer goods company based in Mumbai, Maharashtra. It is owned by the British-Dutch company Unilever which controls 52% majority stake in HUL. Its products include foods, beverages, cleaning agents and personal care products. HUL was formed in 1933 as Lever Brothers India Limited and came into being in 1956 as Hindustan Lever Limited through a merger of Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and United Traders Ltd. It is headquartered in Mumbai, India and has an employee strength of over 16,500 employees and contributes to indirect employment of over 65,000 people. The company was renamed in June 2007 as “Hindustan Unilever Limited”. Products Brand & Product Mix With over 35 brands spanning 20 distinct categories such as soaps, detergents, shampoos, skin care, toothpastes, deodorants, cosmetics, tea, coffee, packaged foods, ice cream, and water purifiers, the Company is a part of the everyday life of millions of consumers across India. Its portfolio includes leading household brands such as Lux, Lifebuoy, Surf Excel, Rin, Wheel, Fair & Lovely, Pond’s, Vaseline, Lakmé, Dove, Clinic Plus, Sunsilk, Pepsodent, Closeup, Axe, Brooke Bond, Bru, Knorr, Kissan, Kwality Wall’s and Pureit. Fig. Major Brands/Products of HUL The Company has over 16,000 employees and has an annual turnover of around Rs. 21,736 crores (financial year 2011 - 2012). HUL is a subsidiary of Unilever, one of the world’s leading suppliers of fast moving consumer goods with...
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...ENVIRONMENTAL FACTORS Every organization has rules, regulations, and guidelines that help govern the conduct of their employees, global marketing decisions, and environmental factors. Environmental factors are often divided into two categories namely macro environment and microenvironment. In addition, environmental factors can be political, social, ecological, cultural, technological, and ethical in nature. Whereas, any organization that develops a product or service globally must consider the impact each of the environmental factors may have. For instance, factors can result in the failed attempt to market a product, which may be successful domestically, in other countries where there is a significant market potential. Furthermore, this essay will identify the environmental factors that affect global and domestic marketing decisions, impacts of technology, and the importance of social responsibility and ethics as related to PepsiCo marketing. PepsiCo is a world leader in convenient snacks, foods, and beverages with revenues of more than $39 billion and over 185,000 employees, which conducts both domestic and global marketing(PepsiCo, 2009). At the same time, PepsiCo is committed to protecting their natural resources and operating in a way that minimizes the environmental footprint, with the goal of reaching a net-neutral impact. In addition, as a multinational company, PepsiCo value the unique contributions and perspectives that people from different culture bring to...
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...Briefly describe the characteristics of Gen X and Gen Y and whether or not you believe this to be true. There is some debate as to whether Gen X’ers (born between 1965-1978) or Gen Y’ers (1978 to 1986) is more easily targeted by marketers. Each of these groups has their own identifying characteristics. Generation X consumers are typically characterized as self-confident, yet distrustful of those of previous generations (and of marketing practices). They also tend to be less optimistic than their Gen Y counterparts. They are demanding consumers, less concerned with brand names and image and more concerned with quality. Gen Y consumers love to spend. They process information quickly, are quick to adopt new technologies and are more optimistic about the future. In the eyes of some, they are “shameless consumers”. Compared to Gen X they are less rooted in social mores, and buy because they like to do so. While marketers may argue that Gen X is hard to relate to and more cynical and skeptical than the Y’ers, once you have their trust, they will become loyal and remain so—making them an attractive segment. The key is getting their trust. On the other hand, reaching Gen Y is not as hard. They will buy based on wants rather than needs, focus on image and brands, and consume as a way of life. They are easier to reach given a proliferation of media—particularly the Internet—and a much improved cable selection. They may not stay loyal, but there is always someone behind them with money...
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...emerging markets? Do you agree with this strategy? For many years, multinational consumer goods company Procter & Gamble lagged behind its direct competitors Colgate-Palmolive and Unilever in emerging markets. Both Colgate and Unilever gain more than half of their revenue from emerging economies. P&G, on the other hand, only generates 40% of its revenue abroad, despite being the world's largest household product maker. P&G is famous for having a rich portfolio of well-recognized brands in the personal care, beauty, grooming, health and fabric segments. As Morningstar notes, some of its brands are essential for retailers to bring more traffic to their stores and therefore enjoy privileged product positioning. More than 20 of P&G's brands generate $1 billion or more in revenues per year and they are extremely popular. These brands are famous for their high quality. However, despite the strength of its portfolio and its presence in more than 180 countries, P&G's performance in global markets is far from amazing. Global growth has roughly been 3% on a dollar basis for the past few years. Considering that there's an emerging middle-class in emerging economies, P&G could not only find a growth catalyst but also find high-profit situations abroad. Big companies such as Procter & Gamble target emerging markets because they are determined to grow. Their strategy is to capture as much customers as they can. Procter & Gamble had a goal of reaching a billion...
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...strategies, PepsiCo has proven success and it has proven to be an industry leader. At PepsiCo, the mission is to “be the world’s premier consumer Products Company focused on convenient foods and beverages. They seek to produce financial rewards to investors and provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity” (Pepsico, 2012). PepsiCo strives for excellence by “Performing with Purpose” and it has placed presence internationally within its four branches. These are: PepsiCo is global company with four major businesses: PepsiCo Americas Beverages, PepsiCo Americas Food, PepsiCo Europe, and PepsiCo Asia, Middle East, Africa. Its products include Pepsi beverages (Sierra Mist, Pepsi, Mountain Dew), Frito-Lay foods (Doritos, Tostitos, Sun Chips, Walkers and Twistos) Tropicana and Dole family of juices ( Orange, Pineapple and Fruit punch), Quaker foods (Oatmeal, Near East Rice Pilaf and Captain Crunch) and Gatorade (Various flavored sports drinks) (Pepsico, 2012). Marketing plays a key role in the success of PepsiCo’s product offerings. Marketing identifies what a consumer values. It is the responsibility of marketing to ensure that what the organization is offering is not only valued by the consumer, but also valued over its competitors (Perreault, Cannon, & McCarthy, 2011). PepsiCo competes with Coca-Cola in the beverage...
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...largely a result of diversification - a series of acquisitions. Never betting the bank on one of them – risk mitigation * Mismatch: money spent internationally has higher returns than domestically * Investment community thinks of Scotia bank as an international bank, Canadians think of it as local bank – market perception works in their favor * Criteria Scotia uses to invest money: * Find low price -> Buy cheap -> Be patient -> Form alliances with locals -> Protect risk of privacy > Buy something good -> learn from setbacks -> long term perspective * Be a credible buyer – government resistance to international companies buying local businesses * Growing middle class * Important economically: middle class has stability because people have something to loose * E.g. Pacific Group (Mexico, Peru, Chile, Colombia) offers more growth potential to the bank * Business solution: Honesty & Competence * Concept of regulatory environment: strong banking regulations, well-capitalized banking systems, effective prudential oversight * If you don’t know what your doing every choice seems equal * Perspective of a market needs to change and be flexible e.g....
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