There are six rules for market revitalization, they are as follows: 1.) Refocus the Organization, 2.) Restore Brand Relevance, 3.) Reinvent the Brand Experience, 4.) Reinforce a Results Culture, 5.) Rebuild Brand Trust, and 6.) Realize Global Alignment. (Light, L. & Kiddon, J. 2009)
How is “refocusing the organization” critical when competing in the global market? When working in a global marketplace, a business will have locations throughout the world. Sometimes business must run specifically based on the vision of the company with limited communication with corporate leadership. When “refocusing the organization” it is critical to develop a clear goal and vision that incorporates the different cultures in which the organization operates. …show more content…
Many companies compete within a global market and many of these companies increase their profit based on the experience they present. If a customer walks into a fast food restaurant and uses a dirty bathroom they are less likely to choose that restaurant in the future. It’s the entire experience, not just the taste of the food that keeps customers coming back. This experience must remain similar at each location in order to win over customers. This experience should transcend cultures. A customer should receive the same experience at a McDonald’s in New York that they have in Japan. When a company “reinvents the brand experience” it covers a wide range of aspects. According to Light and Kiddon, “When a customer walks into a McDonald’s restaurant, she walks into the brand. The look and feel of the restaurants must represent the new look and feel of the brand.” (Light, L. & Kiddon, J. 2009) It is important when changing the experience to take a global look at what works. The experience must remain the same but the look can change based on the location. In many different locations McDonald’s has altered the look to blend in with the host nation’s culture, from the architecture to the menu. The experience is important globally because McDonald’s is an American business and in order for McDonald’s to be successful on a global scale they must win over their foreign consumers and the …show more content…
& Kiddon, J. (2009) Six Rules for Brand Revitalization: Learn How Companies Like McDonald’s Can Re-Energize Their Brands Retrieved from http://proquestbus.safaribooksonline.com.ezproxy1.apus.edu/book/sales
Auslander, J. 23 January 2012 Adapt or Die, The Enduring Rule of Innovation Retrieved from http://www.fastcompany.com/1810048/adapt-or-die-enduring-rule-innovation
Spurlock, Morgan (2003) Supersize Me Retrieved from: http://www.nytimes.com/movies/movie/301680/Super-Size-Me/overview
Kaye, L. (27 June 2013) How Can Businesses Rebuild Trust Retrieved from http://www.triplepundit.com/2013/06/businesses-rebuild-trust
4. Explain how McDonalds lost their way internationally and how they were able to reenergize their
How is “refocusing the organization” critical when competing in the global market? When working in a global marketplace, a business will have locations throughout the world. Sometimes business must run specifically based on the vision of the company with limited communication with corporate leadership. When “refocusing the organization” it is critical to develop a clear goal and vision that incorporates the different cultures in which the organization operates. …show more content…
Many companies compete within a global market and many of these companies increase their profit based on the experience they present. If a customer walks into a fast food restaurant and uses a dirty bathroom they are less likely to choose that restaurant in the future. It’s the entire experience, not just the taste of the food that keeps customers coming back. This experience must remain similar at each location in order to win over customers. This experience should transcend cultures. A customer should receive the same experience at a McDonald’s in New York that they have in Japan. When a company “reinvents the brand experience” it covers a wide range of aspects. According to Light and Kiddon, “When a customer walks into a McDonald’s restaurant, she walks into the brand. The look and feel of the restaurants must represent the new look and feel of the brand.” (Light, L. & Kiddon, J. 2009) It is important when changing the experience to take a global look at what works. The experience must remain the same but the look can change based on the location. In many different locations McDonald’s has altered the look to blend in with the host nation’s culture, from the architecture to the menu. The experience is important globally because McDonald’s is an American business and in order for McDonald’s to be successful on a global scale they must win over their foreign consumers and the …show more content…
& Kiddon, J. (2009) Six Rules for Brand Revitalization: Learn How Companies Like McDonald’s Can Re-Energize Their Brands Retrieved from http://proquestbus.safaribooksonline.com.ezproxy1.apus.edu/book/sales
Auslander, J. 23 January 2012 Adapt or Die, The Enduring Rule of Innovation Retrieved from http://www.fastcompany.com/1810048/adapt-or-die-enduring-rule-innovation
Spurlock, Morgan (2003) Supersize Me Retrieved from: http://www.nytimes.com/movies/movie/301680/Super-Size-Me/overview
Kaye, L. (27 June 2013) How Can Businesses Rebuild Trust Retrieved from http://www.triplepundit.com/2013/06/businesses-rebuild-trust
4. Explain how McDonalds lost their way internationally and how they were able to reenergize their