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The IMPORTANCE OF INTERNATIONAL MARKETING
The IMPORTANCE OF INTERNATIONAL MARKETING
The IMPORTANCE OF INTERNATIONAL MARKETING
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International Marketing
Dove is a product that is not just known in the USA, but known all around the world. In one year alone Doves product sold 2.5 billion year in 80 different countries. Many women look to the dove product because they provide a wide range of cleansing and personal care products that make a genuine difference to the condition and feel of your skin and hair. Dove is also hitting the global perspective because their mean target is to provide real results for real women, there are all different kinds of women around the world and Dove has a marketing tool that relates to all of them.
The country I chose is South Africa, Dove product are not sold there, and I believe that Dove products can be sold along side Africa natural oils, and Shea butter. South Africa is now been know for the growth of Tourism in the places such as Cape Town and Johannesburg. In South Africa the population density is about 45 million and growing. With the growth of tourism the communication and jobs have increased leading South Africa out of many may call a third world country. Along with the increase of communication and technology there has been an increase in boutiques and supermarkets for the tourist and locals. I believe Dove would be a great product to sit on the shelves of the supermarkets and hotels for tourist to have a piece of home from their country. Dove products are also known for clinically chosen of sensitive skin, so if someone is out of town and unsure weather native product will harm their skin Dove can be a back up plan. Another aspect to take into affect is the weather in South Africa is during the winter they receive cold spells which affects the way skin contains moisture.
The main language spoken are Afrikaans and English which means the symbol of the dove is still accepted by the south African native. Dove don't just promote is product but also actively trying to address the root of the problem of negative self-image. Dove has founded the Dove Self-Esteem Fund, which funds programs to raise self-esteem in girls and young women. South African women have a high rate of rape and mental abuse, by implementing this program is South African not only has an affect on the women of the country because it's growth as well.
Marketing at the Vanguard Group. In light of an evolving market, faced with new competitors, and after a careful analysis of their current customers, the Vanguard Group (hereinafter referred to as “Vanguard”) realizes it must rethink its entire marketing strategy. However, in order to protect and leverage their competitive advantage, which is their low management fees, and to optimize the loyalty that their customers continuously demonstrate toward their organization, they must now target the most profitable segment for them, and develop the best way to serve and delight these customers. SITUATION ANALYSIS Highlighted SWOT Strengths Low fees strategy - a good idea.
Americatel is positioned within the small to mid-sized market in the telecommunications sector. However, their primary competitors Movistar and Claro compete within the large-sized market. With only 10% overall market share, Americatel has the potential to capture additional growth as the industry growth rate is growing at 6%. To accomplish this we recommend that Americatel own their position in the small to mid-sized market by capitalizing on their competitive advantage of providing superior customer service as well as leveraging new solutions to further drive customer satisfaction.
The Dove® Campaign for Real Beauty. (n.d.). The Dove® Campaign for Real Beauty. Retrieved April 25, 2014, from http://www.dove.us/Social-Mission/campaign-for-real-beauty.aspx
Various magazines and brands have switched out the size 00, 6 foot plus supermodels that the public is so used to seeing. If one defines beauty as such, everyone of all ages is affected. Young girls are taught that they need to be skinny enough to where your collar bones show to be considered perfect and beautiful. By using airbrushed and photoshopped models, the public is being hurt. Dove is a major brand and when they came out with their “Real Beauty” ads, they were praised by many. According to this source, “The Dove® Campaign for Real Beauty was created to provoke discussion and encourage debate”(citation). Dove definitely redefined beauty with their ads and campaigns. Dove has convinced many that beauty is not about reaching a certain ‘standard of per...
L’Oreal is the largest beauty company in the world and in the past 100 years that it has expanded, it has supplied to 130 countries with offices in 58 different countries. This global company is the number one premium cosmetic product in the world today and has taken the core and beauty of people’s everyday lives since 1907, the beginning of L’Oreal. The superior leadership of a guy named Eugene Schueller started this strategic company with basic products such as hair care and also the first man-made hair color product. Five years later you could find these products in Austria, Italy, and the Netherlands. In 1934 Eugene invented the first mass market of soap less shampoo and this led the success of L’Oreal in the country of Europe which soon recognized them as the leader in body care and hair coloring products. Finally soon after World War II L’Oreal moved into the United States and the company seemed to change. When L’Oreal expanded the competition was more involved and more growth was needed in order for the company to be more successful. With problems like this, the strategy and planning that has been applied in L’Oreal has been huge for the success of the company. L’Oreal realized they needed to expand in other fields of the beauty market and target markets in order to stay alive and successful. This would mean that L’Oreal would need to acquire other companies as part of their expansion and through this they have kept the constancy of the leading company with acquisitions of many small companies. Finally in the 1980s they started their globalization into new markets all around the globe by acquiring new companies that would form the cosmetics that we know today. Although the role of acquisitions has never been the main focus of the company, internal growth and strategy was the number one reason for L’Oreal becoming such a big name. The main strategy was to adopt new companies and expand it from within believing that the brand could be taken globally and benefit their overall brand portfolio. The main role of acquisitions was to increase and lengthen the internal growth rate. L’Oreal started acquiring companies from the beginning of their name. They started with the basics of their own brands such as L’Oreal Professional, L’Oreal Paris, Kerastase, and Club des Createurs de Beaute.
Australia has had one of the most outstanding economies of the world in recent years - competitive, open and vibrant. The nation’s high economic performance stems from effective economic management and ongoing structural reform. Australia has a competitive and dynamic private sector and a skilled, flexible workforce. It also has a comprehensive economic policy framework in place. The economy is globally competitive and remains an attractive destination for investment. Australia has a sound, stable and modern institutional structure that provides certainty to businesses. For long time, Australia is a stable democratic country with strong growth, low inflation and low interest rate.(Ning)
Dove used narrative paradigm, which suggests that humans are storytellers and that we experience and understand the world as a series of narratives or stories . We can see clearly that the commercial follows a flow of story shaped by human experience, unlike COVERGIRL’s, where celebrities encourage through mere words and experiences on their own
Sakarya, S., Eckman, M. & Hyllegard, K. H. (2007). Market Selection for International Expansion - Assessing Opportunities in Emerging Markets. International Marketing Review, 24(2), 208-238.
Dove offers up the idea that age does not define beauty. Often the media tells aging women to fight against the aging process, to cover up fine lines and wrinkles. Typically we see young models in most beauty advertisements. Here though we see women of age, seemingly celebrating their wrinkles and age spots. Women may feel empowered when they hear, “beauty has no age limit” in this campaign, as well as see women displaying their age with confidence. Using age-appropriate models in this piece may lead to the product being well received and purchased.
Vitality Health Enterprises is a multinational organization that started out in 1987 with humble beginnings in a garage as a result of the founder’s wife being unable to find comparative, quality cosmetics that would otherwise be available in Japan. The business began with a very small scale approach, importing the quality cosmetics that were unavailable in America, and marketing the products to neighbors and local organizations that shared the demographics of the target market (women). After two years, Vitality Health Enterprises grew rapidly, to the extent where import tariffs and supply constraints hindered the business model and opportunity for profit, which lead Vitality Health Enterprises to create their own manufacturing facility
The US and Western European markets are reaching saturation- therefore cosmetic companies see the future markets for their products in Central and Eastern Europe, Chi...
Nestle is a Swiss food and beverage Multi-national corporation headquartered in Vevey, Switzerland. It is the largest food company in the world measured by revenues with about 500 factories in more than 80 countries. The company consists of a powerful portfolio of brands that is driven by unrivalled research and innovation, an aim to contribute to improving the quality of consumers’ lives and a clear commitment to consistence excellence. The company succeeded in accomplishing its mission of “Good Food, Good Life” by making the use of globalization in the areas that are as follows-
...s we see the stick thin or the buff models. This makes many teenagers them believe that this is what normal looks like, or what beautiful looks like. If more companies started following Dove’s footsteps, we would be surrounded by positive messages of the perception of beauty rather than the numerous negative ones.
In discussion, it were suggested that the individual him/herself, should approach the dermatologist to do skin checkup, and get suggested the right skin care and beauty products; and the products should be avoided for any skin allergies. This is a better way where the consumers will have a better idea of what needed by their skin and they can consider this when buying beauty products and also to avoid overspend. The consumers also should check for the review of users of the beauty products they planned to buy and visit the government website to check the registered and certified beauty products; and also to report the uncertified one for the government to take action. It will make people aware of brands that do follow the rules set by government and have less side
South Africa is a nation with a wonderful and varied culture. This country has been called “The Rainbow Nation”, a name that reflects the diversity of such amazing place. The different ethnic and cultural groups of the South Africa do, however, appreciate their own beliefs and customs. Many of these traditions, besides African culture, are influenced by European and Western heritage. The complex and diverse population of the country has made a strong impact to the various cultures. There are forty-five million people; about thirty million are black, five million white, three million coloured and one million Indians. The black population has a large number of rural people living in poverty. It is among these inhabitants that cultural customs are preserve the most.