The efficiency of international marketing strategy.
Introduction
Nowadays,the world is a multicultural society.And with the development of economy,there are more and more multinational companies in the world.These companies are some organizations own or control production of goods or services in one or more countries other than their home country.It is not only the cultural globalization ,but also the economic globalization. Furthermore,international business is an important part of the expansion of multinational companies.Because the emergency of a more open world economy and the globalization of consumer taste . For boosting efficiency of international marketing ,the mangers need to change their strategy for different area.There is widespread …show more content…
Implement international marketing , marketing strategy is the ultimate goal of multinationals . In order to achieve this strategic goal , multinationals must be adapted to national differences in the target market of consumer demand , to maximize the combination of internationalization and localization , to " think globally , act localization ." To do this , they must establish the integration of internationalization and localization of marketing idea. So in this essay I will use Wal-Mart stores as the main example to analyze the efficiency of international marketing …show more content…
Since 1975, French retailer Carrefour has begun to operate in Brazil. When Wal-Mart entered the Brazilian market in 1994, it took a method to compete with rivals in the first price. This tactic failed, Carrefour and other local competitors have also cut prices, the results caused a price war.Finally, Wal-Mart had a great deficit . The company soon discovered that shopping centers in Brazil 's largest-selling commodity is food, and such goods primarily in the local purchase, so companies worldwide purchasing system completely helpless in the enterprise to create price advantage. Carrefour and other competitors can rely old relationships with local suppliers to obtain benefits from the local stock.So Wal-Mart to change course, not try to overwhelm local rivals on price, but find an unconventional approach to the problem:select two aspects to show how special they are. First, it is the better customer service than Carrefour. Secondly, they pay more attention on choosing various and delicate products .Through the efforts of these two areas, Wal-Mart defeated Carrefour and other small local competitors .In addition, they have confirmed their position in the Brazilian market. After entering China, Wal-Mart learned this lesson, and took the lead in fully adapt to the
Introduction
Nowadays,the world is a multicultural society.And with the development of economy,there are more and more multinational companies in the world.These companies are some organizations own or control production of goods or services in one or more countries other than their home country.It is not only the cultural globalization ,but also the economic globalization. Furthermore,international business is an important part of the expansion of multinational companies.Because the emergency of a more open world economy and the globalization of consumer taste . For boosting efficiency of international marketing ,the mangers need to change their strategy for different area.There is widespread …show more content…
Implement international marketing , marketing strategy is the ultimate goal of multinationals . In order to achieve this strategic goal , multinationals must be adapted to national differences in the target market of consumer demand , to maximize the combination of internationalization and localization , to " think globally , act localization ." To do this , they must establish the integration of internationalization and localization of marketing idea. So in this essay I will use Wal-Mart stores as the main example to analyze the efficiency of international marketing …show more content…
Since 1975, French retailer Carrefour has begun to operate in Brazil. When Wal-Mart entered the Brazilian market in 1994, it took a method to compete with rivals in the first price. This tactic failed, Carrefour and other local competitors have also cut prices, the results caused a price war.Finally, Wal-Mart had a great deficit . The company soon discovered that shopping centers in Brazil 's largest-selling commodity is food, and such goods primarily in the local purchase, so companies worldwide purchasing system completely helpless in the enterprise to create price advantage. Carrefour and other competitors can rely old relationships with local suppliers to obtain benefits from the local stock.So Wal-Mart to change course, not try to overwhelm local rivals on price, but find an unconventional approach to the problem:select two aspects to show how special they are. First, it is the better customer service than Carrefour. Secondly, they pay more attention on choosing various and delicate products .Through the efforts of these two areas, Wal-Mart defeated Carrefour and other small local competitors .In addition, they have confirmed their position in the Brazilian market. After entering China, Wal-Mart learned this lesson, and took the lead in fully adapt to the