Globalization

Theodore Levitt, had created a strong influence on globalisation, and since then this stipulation has been on every individuals lips. When his article, The Globalisation of Markets was published in 1983, to a greater extent companies such as Coca-Cola, McDonalds and Walt Disney had followed his view of having a standardised consumer overlap. Supposedly, a standardised approach would foster mass resultion therefore achieving economies of scale. With a standardised marketing plan, sales would escalate as a product image is created across the globe. However, Levitts assumptions ar off because non everyone sh atomic number 18s the kindred taste, civilization, customs and traditions. Furthermore, he assumes that customer hold and interests convey become homogeneous worldwide, merely he had failed to kip together that adaptation of the marketing mix is vital so as to satisfy the needs of the consumers in each region. good deal some the world still want to preserve their have heritage and culture by purchasing local products. Thus, the companies that have bypast global have changed their strategy. Levitt mentions that Coca-Cola is a global beau monde; provided its failure has forced the company to go global save act local.

No doubt the core product is the same but the company adapts its pricing, distribution and advertising to typeface each market segment and it has 200 other brands that are popular in antithetical countries. For instance, its coffee wassail, Georgia coffee tree is successful in Japan only and the soja bean drink is only successful in Hong Kong but not in its home country. Eve n McDonalds have to adapt its menus to suit ! the local taste. It unimpeachably wouldnt be able to sell the same menu in its home country to India as the culture there is different and majority of them are vegetarians. In Japan, the teriyaki behave is added to the burgers. The company level off changes its... If you want to get a full essay, order it on our website: BestEssayCheap.com

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