...------------------------------------------------- Le Toan Dang s3344033 ------------------------------------------------- Nguyen Thuy Van s3325150 ------------------------------------------------- Nguyen TheThanh s3344060 ------------------------------------------------- Nguyen Truong Khanh Ngoc S3344067 ------------------------------------------------- * Case Study Summary: The case study “The Implication of Globalization for Consumer Attitudes” is all about the anti-globalization trend, the important of localization site and the main factors e-businesses have to consider when they expand their company internationally. There are two main reasons which be stated in the case study regarding localization site. First of all is the advantage of using local language, in some European countries, they are not appreciating the trend “globalization” as “Americanization” because it makes people feel negatively about capitalism and the English language; so using local language would help company present a “home side” image with customers. Secondly, site localization will help e-businesses have a clearer view about customer specific demands at different places. To be successful using...
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...lower than in US, store sales volume is more than double the US average. Unlike in US, where home delivery is dominant, in china it accounts for only 10-15% of volume. The International Marketing Challenge As in case of Dominoz, the product completely deviates from local teastes and customs in china. International markets offer vast opportunities for firms with a product or service in high demand. Howeer globalization also brings about intense competition in markets that in the past have been domincated by domestic firms. Newness, cultural adaptation, attractiveness, and appropriate marketing strategies can help tremendously. Following are the factors for success in international markets: 1. Accurate assessment of market potential 2. Selection of right product mix 3. Appropriate adjustment in distribution 4. Pricing 5. Packaging 6. Advertising Assessing Market potential To assess market potential, firms seek to identify the aggregate demand for a product and estimate the costs associated with product introduction and distribution. Population growth provides a coarse estimate of future market potential and so do consumption patterns, which are dynamic. Accessibility, profitability and market size all play a major role in deciding market priority. Globalization and Localization in International Markets Striking a balance between globalization and localization is a key challenge. Lack of marketing globalization has proved to be detrimental to performance;...
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...Kenneth Meniatis Ajan Wannapa International Relations Globalization Looking back on high school, I can recall walking through the hallways, seeing people and groups of all kinds. The hallways were lined with various groups of different people with diverse ideas and opinions. I, myself, was part of one of these groups. However, my clique inter-mingled with others as we exchanged our ideas, opinions, and experiences. There were some various cliques that did the same; as they did not isolate themselves from the rest of high school life. However, there were also other kinds of groups which committed themselves to their group solely, isolating themselves from everyone else. Now, let’s take these cliques and groups and turn them into full-scale nations. The high school, in turn, becomes the world. The cliques that stayed isolated would be classified under the term, localization. The people that intertwined with others would be classified under the term, globalization. There are advantages and disadvantages to both globalization and localization. Globalization encourages going beyond territorial boundaries to discover new political, economic, and social aspects that would benefit the citizens and the nation. Politically, globalization supports developments that expand authority, policies, and interests beyond these boundaries. Governments now will look to foreign governments for assistance if they are facing a difficult situation. Governments will also incorporate foreign political...
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...Global Strategic Management Control Class Assignments 11/1/2015 Kavitha Balakrishnan I. Select firms by yourself and describe process of internationalization of selected firm using a relevant framework to explain. * What is Internationalization? * As the process of increasing involvement in international operation. * Internationalization envelops all activities that a company undertakes with regards to its relations with foreign markets. * Internationalization can take many forms, such as investing in a foreign country (foreign direct investment), forming partnerships with foreign companies, subcontracting foreign experts, taking part in international networks, and many more. * Why consider going international? * To increase overall customer base * To offset seasonal fluctuations in local markets * To minimize risk of losing market share to clients who themselves use internet to find goods\ services in overseas markets * To offset increasing costs of doing business at home * To gain prestige with customers at home * Why STARBUCKS? In a globalized world where every company has the opportunity to explore the world in search of other profitable markets, there are different challenges and opportunities faced. I would like to explain this by focusing on Starbucks, one of the world’s leading coffee chains. Starbucks has come a long way from a coffee bean retailer to one of the world’s most recognized...
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...Reform of Supply Chain and Importance of Localization 1. INTRODUCTION 3d printers revolutionize the manufacturing process and even a single printer can produce enormously different types of parts and products such as shoes, appliances, auto and airplane parts, foods and bones. 3d printers use variety of materials including plastics, metals, ceramics, glass, paper, food, and even human tissue. The production takes place in various locations, namely small businesses, hospitals, homes, etc. where there were previously no manufacturing capabilities at all. Since industrial revolution, manufacturing has been associated with production lines, assembly lines and distributed supply chains....
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...and is China’s largest listed telecommunications equipment company. (ZTE Corporation, n.d.) ZTE aims to be a global communications leader, which provides the clients worldwide with satisfying and customized products and services. The company has established 18 state-of-the-art R&D centers in the China, France, India and employs over 30,000 research professionals. With 107 subsidiaries devoted to innovation globally, ZTE was the world’s biggest originator of technology patents in each of the past two years, according to data from the World Intellectual Property Organization. It is the world’s fourth-largest mobile phone manufacture measured by 2012 unit sales and the world’s fifth-largest telecoms equipment marker measured by 2012 revenues (after Ericsson, Huawei, Samsung, and Nokia Siemens Networks). (2012 Annual Report from ZTE Corporation, n.d.) Ⅱ Globalization of ZTE Globalization is the process of reducing the costs of transactions, tariffs and non-tariff barriers, transportation and time. Before globalization, the firm and its rivals had the same outlook, cultural background, labor force, comparable skills and technology. The company and its competitors fought for the same customers. (Spulber, 2007) From 1995, ZTE started the long and difficult international journey and earned a place in telecommunication industry. 1. Globalization of production Though internationalization, ZTE makes full use of low cost as core competitions to meet the needs of clients globally and...
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...Globalization has been defined by many as eliminating barriers that prevent trade, increase worldwide communication and integrate many cultures. As globalization increases among us, the job of many Human Resources Teams has to implement training for leaders of and for diverse backgrounds. This will be challenging but if there are programs in place that can be tailored to suit diversity the future leaders will be more prepared and confident as leaders, when placed in management positions worldwide. The author of article Developing Global Leaders by Pankaj Ghemawat, wrote about the need for companies to prepare their leaders for globalization and five myths about globalization. As globalization increases, many companies here in the United States have not had success where leadership is concerned within the global market, due to lack of training. Many leaders are simply not prepared. A survey has shown that 76 percent of companies have failed due to poor leadership. Meaning global leaders that have been representing their companies are not competent. With the rapid increase of globalization many companies aim to increase trade; however it is very important to have at least the same language spoken as not speaking the same language can decrease the trade volume by thirty percent. Many multi-national companies are encountering difficulties as they expand globally. In comparison to Europe and the United States for instance, Asia’s emerging companies face multiple difficulties where...
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...Globalization @ SAP Globalization Drives Business SAP Globalization Services Erik Törnqvist, LPM for ERP Financials, Sweden Agenda 1 2 3 4 Globalization @ SAP and Globalization Services Globalization Strategy Internationalization Localization 5 6 7 © Translation Service Offerings Highlights / Case Studies 2012 SAP AG. All rights reserved. 2 Agenda 1 2 3 4 Globalization @ SAP and Globalization Services Globalization Strategy Internationalization Localization 5 6 7 © Translation Service Offerings Highlights / Case Studies 2012 SAP AG. All rights reserved. 3 Business Trends That Foster SAP’s Value Proposition 1 Customers don’t want a product, they want to get a job done. 2 Growing speed and scope of global change. SAP offers the best solution portfolio to leverage these trends. With SAP, companies are ready for: Innovation at the speed of each business Transformation from built-to-last enterprises to built-to-adapt business networks Performance optimization closed loop from strategy to execution and back again The challenges of a globalized economy © 2012 SAP AG. All rights reserved. 4 Globalization @ SAP Facts and Figures Globalization is a key differentiator for SAP in a competitive market Global customer base in >140 countries > 60 country version covering legal requirements delivered 39 languages delivered for various solutions ~ 1100 persons are working on globalization topics Strong commitment to customers ...
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...Toyota’s Globalization Strategies Identify what ‘drivers’ have been influential in Toyota’s pursuit of globalization Toyota’s journey to become a global automotive firm has had a number of key drivers. The leadership of first Sakichi and Kiichiro Toyada in the early days, and then Fujio Cho in the later years have been crucial in Toyota developing the ambition to succeed on a global basis. Of the ‘drivers’ of globalization discussed in chapter three, some have played a more important role others. Cultural homogenization has played some part as populations in emerging economies, in particular, aspire to car ownership. Countries like China, India and Brazil are seen as huge potential markets for Toyota as an increasing middle class seek car ownership to affirm their status. Economies of scale and scope was a significant driver as Toyota utilized scale economies by opening manufacturing plants in low-cost countries, and exploited scope economies by sharing significant parts across product lines and with other manufacturers in joint ventures. Technological developments had some effect, but Toyota took the decision to centralize these activities in its global operations in its third globalization program. Deregulation and the lowering of trade barriers gets little mention in the case study, but was influential in that how China opened up its markets to outsiders, in turn, shaped how Toyota moved into that market through the setting up of alliances and joint ventures...
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...Case Study 2 Toyota’s Globalization Strategies Suggested case discussion questions Q1 Identify what ‘drivers’ have been influential in Toyota’s pursuit of globalization Toyota’s journey to become a global automotive firm has had a number of key drivers. Strong family values based leadership: The leadership of first Sakichi and Kiichiro Toyada in the early days, and then Fujio Cho in the later years have been crucial in Toyota developing the ambition to succeed on a global basis. Of the ‘drivers’ of globalization discussed in chapter three, some have played a more important role others. Culture: Cultural homogenization has played some part as populations in emerging economies, in particular, aspire to car ownership. Countries like China, India and Brazil are seen as huge potential markets for Toyota Target segmentation clear: Increasing middle class seek car ownership to affirm their status. Economies of scale and scope: Significant driver as Toyota utilized scale economies by opening manufacturing plants in low-cost countries, and exploited scope economies by sharing significant parts across product lines and with other manufacturers in joint ventures. Centralise: Toyota took the decision to centralize these activities in its global operations in its third globalization program. Market factors: Deregulation and the lowering of trade barriers gets little mention in the case study, but was influential in that how China opened up its markets to outsiders, in...
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...Coca-Cola marketing channel strategy study in China Chapter Coca-Cola Company's development in China Section the basic situation of Coca-Cola Company 1. Coca-Cola and the company's produce Coca-Cola, the world's one hundred years the popularity of the wonderful liquid is from the United States in 1886 in Atlanta, Georgia pharmacist John Dr. Peng Bodun (John S. Pemberton) in the backyard at home, will Carbonated water and sugar and other ingredients mixed in a triangle pot in the invention. "Coca-Cola" is the English name was Pemberton's assistant and partner in accountant named Robinson. Robinson is a classical calligrapher, he considered that 'the two capital C character will look great', so he had to personally write cursive scripts using Spencer's 'Coca-Cola'. 'coca' is the son of refined spices cocoa leaves, 'cola' is the fruit of the cocoa component removed. "Coca-Cola" trademark has not changed over the past century. In 1892, businessman Hom Chandler in 2300 U.S. dollars to buy all the secrets of Coca-Cola franchise, and the creation of Coca-Cola Company. Under his leadership, less than three years Bianba Coca-Cola extended to across the country. In 1899, Benjamin Franklin Thomas andղķʿ??̘ Whitehead signed with the Candler regional development in the United States most of the bottling business contracts. Since then its development momentum will be unstoppable in 1904 developed into a 120 bottling...
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...Globalization vs. Localization Discussion Points: 1. Leave it to the corporations, bankers and global bureaucracies – “the only route out of poverty for the world's poor” – to do the planning and solve the world's problems. So far, almost all of the evidence from the past three decades (1970-2000) - the period of economic globalization's most rapid ascendancy - shows that it is bringing exactly the opposite outcome that its advocates claim. Clearly, poverty and inequality are rapidly accelerating everywhere on earth. A 1999 report by the United Nations Development Program found that inequalities between rich and poor within and among countries are quickly expanding, and that the global trading and finance system is one of the primary causes. Even the U.S. Central Intelligence Agency (CIA) confirms the United Nations' (UN) conclusions, agreeing that globalization brings massive inequalities. The benefits of globalization do not reach the poor, says the CIA, and the process inevitably brings increased global protest and chaos. Robert Wade of the London School of Economics, wrote in The Economist (2001), "Global inequality is worsening rapidly...Technological change and financial liberalization result in a disproportionately fast increase in the number of households at the extreme rich end, without shrinking the distribution at the poor end...From 1988 to 1993, the share of the world income going to the poorest 10 percent of the world's population fell by over a quarter...
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...Globalization involves the diffusion of ideas, practices and technologies. It is something more than internationalization and universalization. It isn’t simply modernization or westernization. It is certainly isn’t just the liberalization of markets. Anthony Giddens (1990: 64) has described globalization as ‘the intensification of worldwide social relations which link distant localities in such a way that local happenings are shaped by events occurring many miles away". As well as offering opportunity it brings with considerable risks linked, for example, to technological change. Many of the activities that previously involved face-to-face interaction, or that were local, are now conducted across great distances. There has been a significant de-localization in social and economic exchanges. Activities and relationships have been uprooted from local origins and cultures. One important element in this has been the separation of work from the home. But de-localization goes well beyond this. Increasingly people have to deal with distant systems in order that they may live their lives. Banking and retailing, for example, have adopted new technologies that involve people in less face-to-face interaction. Our contact at the bank is in a call centre many miles away; When we buy goods on the internet the only person we might speak to is the delivery driver. The ‘spaces’ we inhabit when using the internet to buy things or to communicate can allow us to develop a rather different sense...
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...even top five best-selling cars in Japan. A more balanced view covering both global and local (non global) aspects is necessary. Keys to a successful total global strategy: The total global strategy three separate components: 1. Developing the core strategy: developing the fundamental purpose of the organization and getting everybody and everything lined up to support that purpose. 2. Internationalizing the core strategy: it is the international expansion of activities and the adaptation of the core strategy. Companies need to have mastered the basics of international business before they can attempt the global strategy. 3. Globalizing the international strategy: by integrating the strategy across countries. Developing the core business strategy: Each separable business in a company needs its own core strategy. The core business strategy includes several key elements: * Type of products or services that the business offers * Types of customers that the business serves * Geographic markets served * Major sources of sustainable competitive advantage * Functional strategy for each of the most important value adding activities * Competitive posture, including the selection of competitors to target * Investment strategy Developing an internationalization strategy: Internationalization of things consists in any and all preparatory tasks that will facilitate subsequent localization of said...
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...Coca-Cola, the iconic soda maker, had its roots in globalization in the early twentieth century. Historically, up until the 1980s, Coca-Cola primarily encouraged the strategy of localization. When Roberto Goizueta became the CEO in 1981, Coca-Cola slowly shifted towards a more standardized policy in an attempt to more effectively penetrate international markets. Within a matter of ten years, Coca-Cola was forced to once again shift its policies because standardization creating growth the corporate giant had hoped to see. Both strategies of localization and standardization have had limited successes in the past. The question now becomes what are the necessary considerations needed to be taken into account to enable a product to sell internationally and to continue to grow? Before analyzing the strategy Coca-Cola should partake, it is important to look at the general strengths and limitations to both strategies. On one hand, standardization brings in competitive advantages that localization cannot bring. According to Meyer and Bernier, the ultimate advantage of standardization is economies of scale in R&D, production, and marketing. Such economies of scale have led to “greater sales volume, lower production cost, greater profitability, and [an] integrated image around the world” (Meyer and Bernier 11). However, standardization often fails to adhere to cultural differences. For example, when Phillips a technology company, introduced its standardized coffee maker to the Japanese markets...
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