The Most Common Mistakes Companies Make with Global Marketing
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Choosing 2 articles that provided in the files and follow the instruction to write 1000 words per article.
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Case Studies
Article 1: The Most Common Mistakes Companies Make with Global Marketing
Question 1
The article talks about marketing at a global perspective. It mentions the significance of marketing when it comes to the point of a company seeking to expand in a global manner. The article clearly illustrates the significance of the marketing team when such a time comes for a given organization, firm or company.
In the current world we live in, small enterprises usually want to go largely by venturing into the global market. Doing business on a global scale is not an easy task. The article demonstrates that if a business organization seeks to expand and enter the global market. The organization needs to have two things. The means to expand in a global way. And secondly, a good team of marketers that will ensure that the company is known in a given market as soon as it branches out to that specific geographical location. Although the article focuses on the aspect of marketing.
The author of the article gives his insights on what he knows about marketing using the experience he has in the given sector. He goes on to show that marketer is doing things the wrong way. The article goes further to articulate the wrong doings by marketers and the implication of their wrong doings. The author also gives clear examples and illustrations that vividly explain the situation regarding marketing at a global scale. Therefore, marketing on a global scale is the main idea being discussed in the given article.
Question 2
I tend to agree with the author that as far as the global market is concerned. Most of the marketers are using the wrong approach in tackling the marketing situation. For instance. Instead of the marketers specializing in a given area. They end up categorizing a given section of the market in a way that will not give the specific attention to a given nation. This is surely a recipe for disaster, and a company whose marketing team is making such strategic choices is doomed to fail in the global market. The author is correct to say that the markers should give special attention to a given section of the global market.
Considering that each section has its unique attributes that define the consumer behavior in a given area. The need for specialization becomes very crucial. Therefore, such an approach should be used to tackle different nations in a different and unique manner that is specific to the nation in question.
Another issue on which I agree with the author is that marketers need to understand that different markets need different approaches to marketing and sale. A company cannot use the same game plan that made it attain domestic success at a global marketing perspective. Therefore, each market region should be researched, understood, defined and then marketing can be done according to the information acquired from the research.
Lastly, I tend also to agree with the author on one more issue. The idea that one product was successful in a given market region will not ascertain the success of the same product in another market. Therefore, as it is mentioned in the article. It is wise for the company to adapt their product offerings to conform to the consumer needs of that specific market region.
Question 3
The article can be quite a learning point to most marketing teams that face a challenge in understanding the dynamics of the global market. It is paramount that some of the key points in the article are provided for use by these marketers. There are at least four key points that would help a marketer become more informed on the global approach to marketing.
One of the undisputable facts that have been mentioned in the paper includes the fact that a product that has been successful in a given market niche cannot necessarily be successful in other totally different regions. The above point can be comprehended well if all the factors to consider are elaborated in a simple but clear manner.
Culture is one of those significant factors that are considered in approaching a given foreign market. For instance, different nations have different people inhabiting them. However, sometimes the cultures may differ while at other times they may concur. Hence, if a product that was successful in country A is introduced to country B. the product will not be perceived well by the market in country B. Therefore, it may not be successful. However, if the product is altered, modified and even completely changed to adapt to the market in country B. Then it will receive a positive perception.
Question 4
The author of the article in question has given quite a handful of significant advice on specific marketing strategies that help in dealing with the global market. However, what the author did not eventually make complete in this article is the implications that these marketing strategies have for a given marketing team that chooses to follow the given approach. Therefore, let’s discuss the implications of these strategies. Lets start with the first strategy of specifying nations when approaching a global market with an aim to succeed in marketing. Every nation has a different set of people with different culture and other factors that are crucial to marketing (Gordon, 2012). Hence, for a successful marketing campaign. A product should be modified in a way that it is in line with the unique characteristics or behavior of consumers in a given nation. This would give the product a competitive advantage over their competitors who used a totally different approach. Secondly, a product profile should be by a nation’s rules and policies (Boon et al., 2015). Considering that every country has a set of different rules. The organization needs to take all that into consideration for business to go on as usual. Therefore, marketing is an involving discipline in business that requires high specialization and adaptation upon thorough research of a given market region.
Article 3: Games Can Make You A Better Strategist
Question 1
The article talks about how games can be used as tools for to be a better strategist in every business decision an individual makes. In the past, games were not associated with strategic thinking. By recent research has shown that a person who uses games to develop their thinking strategy-wise has a better chance of further developing strategic decision-making skills that save time and effort and provide the desired result. The article goes on to describe how effective a game can be in nurturing talent in the workplace. In the current age of technology we live in. Games have become so popular due to the numerous apps that have been created to be used on smartphones.
There has never been an easier way to play games than on a phone. Therefore, as stated in the article, games can be quite an interactive way for an employee in a certain business organization to develop their analytical and problem-solving skills. This would eventually give the organization a competitive advantage due to the competitive edge brought about by the use games to explore the world of strategic thinking in a more fun perspective. However, according to the author, things are not so good for this phenomenon. Considering that the younger generation will be wanting of this approach than the older generation of employees. Therefore, a barrier of interest is created. This barrier leads to the limited use of the approach to the development of strategic thinking. Where, it is only possible in some group of employees and not usable to another different group of employees.
Question 2
The author has clearly illustrated the point about games and strategic thinking. The article has some truth to it. However, some parts are misguided elements. The truth is contained in the fact that games can improve your thinking capacity, especially strategic thinking and decision-making capabilities. The significance games can then be understood remotely by reading the article. However, games at times act as distractions that may take away the seriousness in the work environment.
Moreover, games become such a nuisance once everyone is playing them in the workplace. Furthermore, they lead to wastage of scheduled time that is important for the conduct and attention of another important process that happen in a given organization. Consequently, I agree that games are a good tool.
However, they need to be used appropriately ti be useful in an organization. They can be very useful tools if they are used in the following ways. Let there be a forum for strategic thinking in which all employees will attend. This forum may involve different tactics used ti train individual to be critical and strategic thinkers. A game like chess is a very beautiful and useful game. This game calls for a keen for mistakes and opportunities to recover what is lost from the mistake. Therefore, the use of a game such as chess will surely help employees in an organization turn out to be good players in the game of chess and the game of business.
Question 3
The lessons learned from the article must be looked at from a positive perspective. It is not the custom for employees to keep playing games after they have entered the workplace. This would result in lowering of employee performance. Moreover, different types of games exist in the world. Due to the current technology. People can share the high score of a given game. To effectively use these games in an interesting way that would capture almost all the employees. Some factors need to be considered
One is the age factor; most aged people do not play games, except Golf sport. However, it is clear that their interests are laid somewhere. Therefore, it leaves us the young lads to lead the project. Therefore, the young lads may be the key to the hidden potential; of strategic thinkers among themselves. Each game should have its purpose so that the employees know how they are playing a game to achieving a given skill at the end. However many games help in developing the thinking capacity of given individual.
It can also be a demeaning activity. Which gives a reason as to why such a game should not be conducted. This would help in a big way. Considering that games also relieve stress, they can be used appropriately by ensuring that they are played at scheduled time and with different people to experience and interact with other human beings like you.
Question 4
The strategic implication of a game in marketing can be quite a helpful. For instance, playing a game to find out if there are regions in the world that have similar cultures that will give the similar consumer behavior towards a certain product (Proctor, 2014). The whole point of strategic marketing is to have a given competitive edge over your competitors. To achieve this, games can be used as a strategic planning tool and marketing tools to help understand different aspects of marketing in the correct manner and use this information to the advantage of the organization in question.
Another important application of games in the workplace would increase the level of research dome into the various market region (Gordon, 2012). The information obtained will be valuable if not important. The importance may come after the marketing team has come together and discussed the information. Hence, a game may be created for that particular decision-making process. When the game gets played. The perfect situation is played out, and it is viable for use by the organization to conduct a certain marketing activity that is related.
References
Boon, B. T. L., & Liang, T. W. (2015). Firms’ Marketing Mix Effectiveness and Modes of Entry in the Host Countries. In Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference (pp. 474-474). Springer International Publishing.
Gordon, R. (2012). Re-thinking and re-tooling the social marketing mix. Australasian Marketing Journal (AMJ), 20(2), 122-126.
Huang, R., & Sarigöllü, E. (2012). How brand awareness relates to market outcome, brand equity, and the marketing mix. Journal of Business Research, 65(1), 92-99.
Proctor, T. (2014). Strategic marketing: an introduction. Routledge.
West, D., Ford, J., & Ibrahim, E. (2015). Strategic marketing: creating competitive advantage. Oxford University Press.
Wilson, R. M., & Gilligan, C. (2012). Strategic marketing management. Routledge.
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