...1. Globalization meaning components Globalization is that the shift toward a more integrated and interdependent world economy such as markets and production. Merging of historically distinct and separate national markets into one huge global marketplace is standardized by global products such as Coca-Cola, Sony PlayStation and so on. Companies hope to lower their overall cost structure and/or improve the quality or functionality of their product offering- increasing their competitiveness. Therefore, they seek for source of goods and services from locations around the globe to take advantage of national differences in the cost and quality of factors of production. Macro factors such as declining in trade barriers and technological changing are facilitating the globalization. Production dispersed to economical locations due to transportation and communication advances. New markets opened through WWW. Jet aircraft move people and goods. Global media is creating a worldwide culture. Furthermore, the word economy, trade, and FDI used to be dominated by the U.S., but the proportion of dominance has been dispersed globally and separate national economies merging into an interdependent global economic system. Consequently, these components are creating the globalization. 2. Characteristics of multinational firms MNEs have substantial direct investment in foreign countries, which is not just an import-export business. MNEs use the active management of these offshore assets rather...
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...Management: Organizational design for national and pan-European companies, from C- level through commercial, operational and support. Advising on strategic direction, enhancing levels of customer service, and driving growth. Innovation: Go-to-market strategies for new carrier services, from the customer handset experience through to network dimensioning and costing, including the full operator value proposition. PROFESSIONAL EXPERIENCE 2007 - Acuhealth Ireland Owner/Director 2003 - 2007 Ericsson Business Adviser, Market Unit NW Europe 2001 - 2003 Ericsson Principle Consultant – Global Expertise Centre 1999 - 2001 Eircom PLC Senior Product Manager: Data and IP Services 1997 -1999 Eircom PLC Key Account Manager EDUCATION & PROFESSIONAL QUALIFICATIONS MSc Research BA (Hons) in Management 2000 Middlesex University (Ongoing) Irish Management Institute Diploma in Information Technology 1995 Dublin City University Telecommunications 1985 First, Dept of Post and...
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...David H. McConnell and remained the same to current period. Avon is a globally famous and successful in its direct selling strategy if selling door to door, the company creates more than $10 billion in annual revenue. Avon Company has acquired a strong and attractive brand portfolio that attracts multiple of customers around the world. The company is selling in more than hundred countries operated with forty six thousand employees and has over six million representatives. Avon is a multi marketing company. The company chairman and CEO is Andrea Jung who was promoted to the position in the year 1999. She is so far in the position of CEO for twelve years as is considered to be the longest termed female CEO among five hundred companies. Avon was primarily directed for female customers; however the company expanded its products line and now offers varieties of products including male, toys and home products. The company is largely under control of women and serving under the goal of women empowerment and continues to help women by providing fund for education purposes and researches such as for breast cancer. 1) Evaluate Avon’s Strategic International Human Resources practices in global market regarding development of a global management cadre, HCNs and building company associates and independent representatives in host countries. Avon Strategic International Human Resources practices in global markets: Businesses are no longer limited by national boundaries. The majority...
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...HILTON WORLDWIDE Hilton Worldwide (Hilton) is a leading global hospitality company which was established in the year 1919 by its founder Conrad Hilton. Since then the company has expanded geographically, produced original hotel and travel concepts, and developed innovative technologies to enhance the guest experience. Their 93-year history as pioneers in the industry makes them the number one venue for travelers, developers, partners, and team members alike. The company was until recently known as Hilton Hotels Corporation. The new Hilton Worldwide is now owned by the private equity firm "The Blackstone Group". The name Hilton Worldwide signifies the company’s global breadth and reach. Hilton Worldwide retains a chain of hotels from luxurious full-service hotels and resorts to extended stay suites and mid-priced hotels. This means that Hilton Worldwide is mainly focused on the lodging sector. One of the world's largest hoteliers is operated by Hilton. This includes a lodging empire of over 3,900 hotels and resorts in almost 91 countries. The company provides services that include lodging rooms, health and fitness facilities, and meeting facilities, dining options, swimming pools, exercise facilities, laundry facilities and spa treatments. Hilton operates and maintains a trusted portfolio of brands such as, Waldorf Astoria, Conrad, Doubletree, Embassy Suites, Hilton Garden Inn, Hampton Inn & Suites, and Homewood Suites etc. Additionally, the company also operates...
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...by sending production offshore to Asia and then by reinventing itself into a design and marketing company, Adidas has riden the waves of change in the sports goods sector both up and down. Alongside its own brands, it owned the Saloman ski and sportswear brand for nearly a decade and now includes the Reebok, Taylormade Golf and Rockport brands in its stable. Company Highlights * BECOMING A TRUE MULTI-SPORTS SPECIALIST From Herzogenaurach to the world: the 3-Stripes kept expanding to more and more sports throughout the years. This is reflected in the broad range of athletes who trust adidas to make them better: besides the usual suspects such as the world’s best football players, like the Argentinean national team, outdoor icon Reinhold Messner climbed mountains in adidas shoes and gymnast Nadia Comaneci scored a perfect 10, repeatedly. * A COMPUTER FOR YOUR FEET, It sounds quite common today, but back in the ‘80s, a computer did not belong, much less fit, in your shoe. Didn’t stop adidas from putting it in there. An innovation ahead of its time, the Micropacer featured a system – known today as miCoach – providing performance statistics to athletes. * INNOVATION NEVER SLEEPS, While the company was still dealing with financial challenges, a new marketing team refocused adidas on what it has been known for years: making athletes better. Some of the most famous adidas innovations, such as Torsion (1989), the Equipment concept (1991), the Streetball campaign (1992)...
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...MARKETING COMMUNICATIONS By (Name): Course: Tutor: University: City/State: Date: Marketing Communications Introduction It is imperative for all companies to communicate with the involved stakeholders. These stakeholders include the government, the vendors, the retailers, and the clientele in a particular locale. Marketing communications refers to management procedures that entail interactions with distinct audiences from diverse backgrounds (Blakeman 2009). The study shall examine the features of an integrated marketing communications mix strategy for Hewlett Packard Company. More intently, the research shall focus on a strategy that pertains to launching a new HP venture in China. In addition, this essay shall examine the competitors of HP in the Chinese locale, the features of the Chinese market, and the marketing strategies of HP’s competitors in China. It is necessary to define some critical terms that are relevant to the analysis of this essay. Integrated marketing communications involves displaying an idea that relates to marketing communications planning. It distinguishes the benefits extensive plans and it scrutinizes the strategic functions of different communication disciplines (Fill 2002). The marketing communications mix deals with the consolidation of the specific mixes and these are advertising, personal selling, sales promotion, public relations, and direct marketing (Ruskin-Brown...
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...COLGATE PALMOLIVE Marketing Strategies and Programs Introduction Colgate Palmolive Company is a $17.1 billion global company serving people in more than 200 countries and territories with consumer products that make lives healthier and more enjoyable. This American diversified multinational corporation focuses on strong global brands in its core businesses – Oral Care, Personal Care, Home Care and Pet Nutrition. Colgate follows a tightly defined strategy to grow market shares for key products, such as toothpaste, toothbrushes, bar and liquid soaps, deodorants/antiperspirants, dishwashing detergents, household cleaners, fabric conditioners and specialty pet food.("Colgate Palmolive Annual Report 2012,") Colgate-Palmolive Company's growth from a small candle and soap manufacturer to one of the most powerful consumer products giants in the world is the result of aggressive acquisition of other companies, persistent attempts to overtake its major U.S. competition, and an early emphasis on building a global presence overseas where little competition existed ("Colgate-Palmolive Company History,"). 1. CURRENT SITUATIONAL ANALYSIS a. Current Products The company is organized around four core segments: oral care, personal care, home care, and pet nutrition. i. Oral care products are such as: * toothpastes: colgate total, CDC, optic white, sensitive, CSPR, kids, advavced whitening, kayu sugi etc. * Toothbrushes: colgate 360, Twister, Zig Zag, Slim Soft, Classic, Kids ...
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...All through these years, Garnier had a very consistent marketing approach. What I liked about this brand was the kind of investment that it had put in for marketing activities. Ofcourse all these happened because it had the support of its parent company. Garnier can be considered as a masstige brand. Although positioned as a premium offering, the brand was wise enough to price it reasonable. Currently Garnier is targeting the middle and upper socio-economic class. Globally Loreal is a company that is famous for its product innovation. Garnier too has built its brand by launching new products on a regular basis. A strategy based on product innovation works best for a brand like Garnier. When the consumer sees regular new product flow from the brand, it creates a sense of excitement with in the consumer which will prompt her to stick to this brand.Garnier was the first brand to introduce a cream based hair coloring solution. Garnier is now present in a diverse range of personal care product categories. It is present in the hair-care and skin-care segments. The brand have two sub-brands : Garnier Fructis and Garnier Ultra Doux. Fructis is an interesting sub-brand which has clicked in the Indian market because of its positioning as a fruit based product. Consumers readily embraced this variant because it made sense to depend on a natural shampoo rather than chemical based one. Garnier is positioned as a nature- based ( green) innovative personal care brand which takes...
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...GROUP CASE STUDY EXECUTIVE SUMMARY Nucor is the world’s leading mini-mill producer of a diverse range of steel products such as bars, beams, sheets, plates joists and fasteners. With a production capacity exceeding 27 million tons, it is the largest producer of steel in the United States, as well as North America’s largest recycler. Nucor’s growth and success are driven by its low-cost strategy and technological leadership. By pioneering the use of electric arc furnaces and creating a network of mini mills, the company eliminated the need for excessive costs in production processes, capital equipment, raw material, distribution and manpower. COMPANY HISTORY 1950s-60s – make of nuclear instruments and electronics 1964 – exited nuclear to focus on profitable steel joist bsiness 1972 – adopted the name Nucor and began long-term strategy to grow into a major player in the US steel industry 1985 – became the 7th largest steelmaker in North America 2012 – surpassed US Steel as the largest steel producer in North America 2014 – made 166 consecutive quarterly dividend payments, having earned profits in every quarter of every year since 1966 VISION, MISSION, VALUES Nucor is made up of over 20,000 employees guided by the following vision and mission: “Take care of our customers by being the safest, highest quality, lowest cost, most productive and most profitable steel and steel products company in the world.” The company broadens its definition of “customers”...
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...COMPANY OVERVIEW 1 Cadbury began its operation in 1948 by importing chocolates and then re-packing them before distributing it in the Indian market. After 62 years, it is having five companies at Thane, Induri (Pune), Malanpur (Gwalior), Bangalore, Baddi (Himachal Pradesh) and 4 sales offices in (New Delhi, Mumbai, Kolkata and Chennai). The corporate office is in Mumbai. The company’s main purpose is “Working together to create brands people love" capture the spirit of what we are trying to achieve as a business. We collaborate and work as team to convert products into brand. Simply, “we spread happiness”! Currently Cadbury India operates in three sectors viz. Chocolate Confectionery, Milk Food Drinks and in the Candy category. In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership over the years. Some of the key brands are Cadbury Dairy Milk, 5 Star, Perk, Éclairs and Celebrations. Cadbury enjoys a value market share of over 70% - the highest Cadbury brand share in the world! Cadbury is the "gold standard" for chocolates in India. The pure taste of CDM defines the chocolate taste for the Indian consumer. 1.1 In the Milk Food drinks segment our main product is Bourn vita - the leading Malted Food Drink (MFD) in the country...
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...we all know in business, reputation and credibility need to be built up in order to get clients' trust and confidence. Having a sense of professionalism will bring a lot to the business, especially in a long term relationship with employees and clients. Methodology & Franchises -This trend helps the company to work faster. It reduces middle management this means that it provides information that organizations need to improve efficiency and effectiveness of decision making. It increased data sharing and analysis by the top management. Computer support for rules. And lastly re-engineering. Mergers -This trend acquiring firm may seek to eliminate a competitor; to increase its efficiency; to diversify its products, services, and markets; or to reduce its taxes. Decentralization & Small Business -This trend redistributes or disperses functions, powers, people or things away from a central location or authority. This trend requires multiple parties to make their own independent decisions regarding the welfare of the business. Temporary Workers -This trend refers to the management which manages through rules. It evaluates and finds workers which suits to the position. It also refers to...
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...Case Study LVMH: Managing A Multi-brand Conglomerate Team 5: Ilario Fulvio Giannetti Chen Peng Priyesh Salunke Harjeev Sabherwal Inna Zinina What does globalization mean to the luxury industry? Opportunities • Market expansion • Low-cost raw materials, equipment and labor available in the local market • To achieve economies of scale and scope • Increased margins due to pricing policy • New consumer groups available in the local market • Extension of the definition of luxury • To adapt local and new trends for the local market • To source talent globally • Transfer of skills and strengths Threats • Counterfeiting • “Grey” market • Vulnerable to PEST-EL Factors • Successive decrease in brand value • Increased competition • Creation of new competition by sharing know how Conclusion Although there are significant number of threats to the luxury industry, globalization is unavoidable for continuous growth. Assessment of LVMH’s diversification LVMH diversification 25% 8% 5% 4% 18% 60% 35% 38% 18% -2% Sales Operating profit Wines&Spirits Perfumes&Cosmetics Selective Retailing Fashion&Leather Goods Watches&Jewelry Assessment of LVMH’s diversification Strengths • Share operational resources and competencies' across brands and divisions • Maintaining exclusivity by multiple brands under one division • Strong Balance Sheets help to absorb losses from unprofitable divisions and maintain position • Selective retailing complements other brands...
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...Memorandum Executive Summary Starbucks, one of the most successful specialty coffee brands in North America is facing a dilemma of recent market research, illustrating that the brand is not meeting customer expectations in terms of customer satisfaction. Christine Day, the vice president of administration, devised a $40 million dollar plan to rectify the issues found in recent market research. Increasing the amount of labor hours in the stores will theoretically increase worker production and speed of service, however the impact on sales and profitability along with the companies’ bottom line is unclear. Identification of several key factors play a major role in decision making; the firm’s problems, corporate strategy, market strategy, market analysis, financial analysis, and a SWOT analysis. A $40 million dollar investment will increase efficiency within stores and improve customer satisfaction to where it should be. I. Current Situation The purpose of this report is to decide whether or not to invest $40 million in labor costs to increase customer satisfaction. Recent market research shows customer satisfaction is declining. Understanding the evolving customer plays a major role in the long-term success of a company. II. Current Strategies Originally, the corporate strategy appeared to be more of a marketing strategy with similar properties. Focusing on the product, place, promotion, and price. Specializing in selling premium coffee, while creating an...
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...Research on brands and branding 2 Strong in home market 2 Geographical balance in sales 3 Addresses similar consumer needs worldwide 4 Standardization vs. Adaptation 4 Marketing mix 5 Consistent positioning 5 Haier’s mission statement 6 Haier’s Vision statement 6 Consumers value the country of origin 6 COO theory 6 Product category focus 7 Corporate name 8 Branding and strategy 8 Extent of globalization 9 Analysis of the brand 10 Marketing metrics 10 Revenue metrics 10 Marketing programs performance metrics 11 Profit per customer 11 Bibliography 13 Haier Haier Group is a Chinese multinational home appliances and consumer Electronics Company which has it headquarter in Qingdao, China founded in 1984. It designs, develops, manufactures and sells a wide range of products which includes air conditioners, mobile phones, computers, microwave ovens, washing machines, refrigerators, televisions etc. Research on brands and branding International marketing today requires that the products used by the consumers must be branded and have good branding image. China created a portfolio of global brand champions. These features were presented by John Quelch in 1999 that were common in all the ten brands, which are as follows. Strong in home market In order to be successful on a global level, firms first of all need to have strong position in their domestic markets. If the cash flow and market share at domestic level is strong, it enables a firm...
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...his store Wal-Mart was to provide lower prices and to reflect on the values of the community and the customer. Consumers remember Wal-Mart for its motto "customer satisfaction" and “guaranteed lower prices." Wal-Mart offers employee training for everyone in the store from the greeters to the managers to ensure excellent customer skills and to instill Sam Walton's philosophy in the consumers mind. Wal-Mart's growth leads to the company becoming incorporated in 1969 that has led to stores opening in the nation and globally. Celebrating 50 years of helping communities and customers, Wal-Mart has more than 10,000 stores in at least 27 countries (History Timeline, 2012). Sam Walton has proven successful management using the four functions of management to grow his business. The four functions include planning, organizing, leading, and controlling. Wal-Mart's success in various levels of management has led to multidivisional structures. Wal-Mart has 13 divisions of strategic management that offers traditional functional areas and geographic areas in the retail operation. The purpose of this paper is to explain how internal and external factors affect the four functions of management in the Wal-Mart Corporation. For any organization to survive, irrespective of its size, it must develop and implement its own management concept. Management is the process of working with people and resources to accomplish organizational goals (Bateman & Snell, 2011). The four traditional functions...
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