TABLE OF CONTENT
executive summary
standardized global marketing
concentrated global marketing
Differentiated global marketing
Conclusion
References
1. Executive Summary
Nowadays, global marketing is a great important in international, group companies and individual companies. Global marketing means that the companies focus their resources on the global market (more than one country) opportunities and threats. According the performance of their companies’ activities designed to plan, price, promote and direct the flow of the company’s products and services to customers’ more than one nation for a profit. Marketing is means that has a set of concepts, tools, theories, practices, organizations and experience. Many companies and industries participant in global marketing so many businesses will need to know and understand the global dimension.
Two tasks for global marketing, they are controllable and uncontrollable. Example for controllable are price, promotion, product and distribution. Example for uncontrollable are political forces, cultural, economic, competitive forces and technology. Companies should identify what the global customer needs, how satisfy their global customers…
There have 3 criteria to presented global target market strategy; there are Standardized Global Marketing, Concentrated Global Marketing, and Differentiated Global Marketing. In this report will give you some examples and ideas for Standardized, Concentrated and Differentiated Global Marketing.
2. Standardized Global Marketing:
Standardized global marketing is means that it attains the lower cost of position, great sales volume and use the best global marketing strategy to sell the standard products. Company should standardize theirs marketing mix has become one of the most strategy around the world. Companies using a standardized strategy can achieve the benefits such as cost reductions, improved quality of products and enhanced customer preference. For example Budweiser is one of the largest global brands, they are fortunate in a global position, they use the standardize products and use the attractive advertisement to develop and promote them such as advertising, program and sponsorships. They sponsors the racing soccer, they have their own Budweiser Team.
3. Concentrated Global Marketing:
Concentrated Global Marketing means that plan a marketing mix to reach a single segment o the global market. This approach will make the originations’ markets narrowly. The companies will develop a product that caters for the needs of their particular group. For example Rolls Royce cars aim their vehicles at the premium segment with same as Harrods within the UK.
4. Differentiated Global Marketing:
Differentiated Global Marketing is a means that the companies target several segments with different marketing mix strategies at the varying groups. For example Cathay Pacific Airline. They offer different classes with separate marketing programmers to attract different type of people.
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