Global business strategy2.docx

Global business strategy2.docx

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Globalbusinessstrategy2

GlobalBusiness

GlobalBusinessStrategy

ByNightslicer

Globalbusinessstrategy

Introduction

Attheverybeginningyearsofthiscentury,theglobaleconomicenvironmenthasseentremendouschanges.Themostsignificantthingistheriseofemergingcountries.TheshareofglobalGDPwhichisaccountedforbydevelopednationssuchasJapan,theUnitedStates,andEuropeancountrieshasdroppedfromalmost80%in2000toabout60%in2010.Anditisestimatedthatthissharewillfalltoaround50%by2020andtoabout40%by2030.Meanwhile,emergingcountriessuchasChina,India,andBrazilareincreasingtheirmarketpresences.Intermsofpopulation,thepictureofaglobaleconomycenteringondevelopednations,inwhichthosecountriesthatrepresent10%ofthepopulationgenerate90%ofthewealth,isdisappearing.Itisbecomingincreasinglyimportantforglobalcompaniestodevelopbusinessstrategiestoadapttothisnewera.Inthisarticle,wewillsystematicallysummarizethefourbusinessstrategiesofglobalcompanies.

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1.Globalstandardizationstrategy

Overtheyearsindustrieshaveparticipatedinorganizationsthathavedevelopednational,regional,andinternationalstandardsthathaveresulted,insomecases,intwoormorestandardsthatareusedinthemarketplace.Atpresent,globalstandardizationstrategyiswidelyusedintheinternationalcompanies,suchasMcDonald's.

McDonald'sCorporationisthelargestchainoffast-foodrestaurantsaroundtheworld,primarilysellinghamburgers,chicken,french-fries,milkshakesandsoftdrinks.Morerecently,italsoofferssalads,fruitandcarrotsticks.Itbeganin1940,witharestaurantopenedbysiblingsDickandMacMcDonaldinSanBernardino,California.

McDonald'sproductmarketingpositioning:

theinternationalizationofthebrandhasbeenaMcDonald'sglobalstrategy.Althoughinternationalisatrend,buttheproductandmarketingstrategyisnotverystandardized,thesameproduct,inaplacepopular,foraplacetheycan'tmarket.ThereforetheMcDonald'sinvariouscountriestoexpandthelocalmarketatthesametime,maybemadesomechangestotheproduct,andoftenalsothereforebecomesglobalizationnewproductcreativesource.Suchassaleshighfillet-o-fish,islocatedintheMuslimcountriesofMcDonald's,becausepeoplecannoteatpork,makingPorkBurgerisslow-moving,andthedevelopmentofnewproducts.Ofcourse,theMcDonald'sintheintroductionofnewproductsallisnotwell,thelocalizationoftheproductisnotsuccessful.Inthedevelopmentofnewproducts,stillneedtoconsiderbrandattributes.Qualityofproductdevelopment,McDonald'sintheglobalstandardizationstrategy,isalsotakingthesoilandroute.Inthepastfiftyyears,McDonald'sisalwayswalkinthepopularcultureoftip,consumersfoundhimselfinneed,createsconsumerdemand,ofcourse,thepremiseistocreatedemand,consumersmustunderstandexactlywhatyoureallywant.

Forconsumers,theywantaeasilyaffordconsumption,improvingthefirst-classfood,cleaningandsafeenvironment,fullofwelcome,fastandconvenient,childcare,feedbackarea.Alsolikeneatservicequality,easytoconsumersmusthaveconfidence.Therefore,althoughtherewasalsocriticismoftheMcDonald'shamburgerdeliciousmenuisnotenough,notrich,butitcanalsohaveagroupofloyalcustomers.McDonald'ssaidcustomersegmentationforchildrenseasonparentstwogroups,twocustomerstooseasonusingbehaviors,thustodifferentrelationshipmarketingpracticeresponse.

McDonald'spromotionalmethods,throughadvertising,anactivebaseandcustomerintimacy,andintegrateddeliverymessage.McDonald'sauthorizeschildren'smealsforchildrentoestablishadvertisinghobbyandstrengthenthecognitionofparents.

McDonald'sindifferentsocialstagesadoptdifferententrymode.Firstofall,MacDonaldchosethefranchisemode,franchisingandlicensingofentrymodesimilarto.Itisauthorizedtograntthefranchiseeoperatingindependentlyofthefranchise.Grantedpowerincludesname,products,technology,managementandmarketingofcommercialresearch.Jointhepartytopayafee,assumetheobligations.McDonald'susesthefranchisemodeofforeignmarketentry.First,befollowedintheinternationalmarketwiththeirstandardproductormanagementguidelines.Second,makefulluseofforeignresourceandcapital,sothatintheinternationalmarketexpandsrapidlyandtheswiftandviolentdevelopment.Inthird,McDonald'sinthefunddoesnotneedtoinputforeignbranch,shouldbecharteredenterprisefundsbyraisinghardyjoin,joininthefinancialandlegalcompletelyindependent.Infourth,theFranchiseehasthepersonnel,salesanddistributionrights,buttherighttooperateorcontrolinthehandsofauthorizeddealers,sothattherapidexpansionoftheneedsofcorporation.Fifth,authorizedtoMcDonald'stojointoprovidetechnicalandsalesguidanceonitsproductsandservicestoachieveglobalstandardization.

McDonald'sintheworldtoprovidestandardizedproductsatMcDonald'sfastfood,andMcDonald'stypeofserviceformandmanagementstrategy.Mealsinclude:

Hamburg,cola,Frenchfries,soup,coffeeandsoon.Theseproductsandtraditionalfastfoodisdifferent.Notonlyintheproductionprocessissimpleandrapidandthetasteisdelicious,easytopeopleinashortperiodoftimetoaccept.

WiththesuccessfulexpansionofMcDonald'sintomanyinternationalmarkets,thecompanybecameasymbolofglobalizationandthespreadoftheAmericanwayoflife.Itsprominencealsomadeitafrequentsubjectofpublicdebatesaboutobesity,corporateethicsandconsumerresponsibility.

2.Localizationstrategy

Localizationstrategyadvocatesaglobaladaptation.Wearetryingtointegrateintotheenterprisemarket,andstrivetobecomeastrategictargetmarketinonetaken.Itrequirescompaniestonotmarketthemselvesasforeigninvaders,butasamemberoftheinherentinthetargetmarketintothelocalculture,whichemphasizesbusinesstoadapttotheenvironmenttoachievegreaterdevelopmentspace.

Localizationshouldunderstandintoisaprocessratherthanapurpose.Onethinginordertoadapttothecurrentsurroundingsanddochange,popularsaidistodoastheRomansdo.Theconceptoflocalizationisalsowidelyusedindifferentindustries.Localizationisthereflectionofmodernmarketingconcept,itscoreis:

enterpriseallbusinessactivitiestoconsumersasthecore,ratherthantobethefondofmerchants,habitasthecriterion,theenterprisestandardmustbechangedaccordingtotheregionalchangeofcustomerchanges.

With the development of economic globalization, the increasingly fierce competition among multinational corporations makes them compete not only with local companies to seize market share, but also with other countries in local country's market to win the competitive market. From the view of marketing segmentation and personal marketing strategy, the enterprises have to study the local culture and society as well as develop products for local marketing, thus they can cater for the different demands of products for different societies and cultures. 

Therearefourlocalizationcharacteristicsofbusiness:

theproductlocalization;themarketinglocalization;thelocalizationofhumanresources;researchanddevelopmentlocalization.Tobetterillustratetheapplicationoflocalizationstrategy,thereisalsoaverygoodcase.

TheanalysisofCocaCola'slocalizationstrategyinChina:

CocaCola,asthelargestbeveragecompanyintheworld,hasalonghistoryofmorethan110years.CocaColainChinafirstlyhasgotagreatsuccessinChinesemarketing.However,withoutanymaturemarketingstrategies,CocaColainChinacan’thavesuchagreatachievement.Andthebasisofallmarketingstrategiesislocalization,whichisthemostimportantelementthatCocaColahasbeenthemostpopularbeverageinChina.

Atthebeginningof1927,Coca-ColahadinvestedinChina.In1948,ShanghaihadbecomethefirstmarketoutsideoftheUSwhoseannualsalesachievedmorethan1,000,000boxesofCoca-Cola.In1979,thefirstyearofChina’sReformandOpeningUp,Coca-ColabecamethefirstinternationalbrandthatreturnedtotheChinesemainland.In1999,aGallupsurveyshowedthat81%oftheChineseconsumerscouldrecognizetheCoca-Colabrand.In2003,anindependentChineseauthoritativeconsumptionsurveyshowed,Coca-ColahadbeenthemostpopularbeverageinChinaforeightyears.Now,CocaCola’sinvestmentinChinaexceeds$1,200,000,000,inChinesemainlandithasbuilt28bottlingcompaniesand34factoriesandhasmorethan20,000employees.

Todealwiththebrandnameproblem,thetranslatedname“KeKouKeLe”whichwasacceptedbyChineseconsumers,Coca-ColagotagreatsuccessinChinesemarketing.Abrandnamewhichcanbesuitableforreadingaloudisthesoundpartofthebrand;itisalsothekeyelementofthebrand,themostdistinctivefeatureofthebrandandthebasicformofbrandcultureconcept.Agoodbrandnameitselfisoneofthesimplestandthemostdirectadvertisinglanguage.Itcanquicklyandeffectivelyexpressesthecentralcontentsofthiscompany.Fromthisview,“KeKouKeLe”isagoodexample.“Coca”and“Cola”standsfortwoprimaryingredientsinEnglish.ChinesenameofCoca-Coladoesn’thavethisrelationship.However,“KeKouKeLe”becameanothercreation.“KeKou”,anadjectiveinChinese,oftenusedtodescribedeliciousfood,so“KeKou”willmakeconsumersnaturallyfeeltheproductisflavorful.“KeLe”iscompletelyaninnovativeideawhichdidn’tbeenusedinChinabeforeuntilthetranslatorputitup.Inotherswords,thislocalize