...Assignment 1: Corporate Responsibility and Marketing Strategies NIKE INC The rivalry in the sportswear industry is as intense as it has ever been. According to Forbes, the global sports apparel market will grow at an estimated CAGR of 4% from 2012-2019. Some of the key players Nike, Adidas, Puma and Rebook are now competing with rapidly growing competitors Under Armour and Lululemon Athletica. In such a saturated domestic market, major players like Nike will have to set itself apart by focusing more on Image and Global strategies vs. product line. Company Overview Mission Statement: “To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.” - Bill Bowerman (co-founder of Nike) Nike Inc designs, develops, markets and sells high quality footwear, apparel, and equipment, accessories and services. Their product lines range between seven key categories: running, basketball, football, men’s training, women’s training, Nike Sportswear, and action sports. They are the leader in the industry, producing 25.3 billion in 2013 fiscal revenues. Nike is about recognizing sustainability as a route to future probability. Ethical and Social Responsibilities With the growing competition and product line equal, consumer perceptions of Nike will play a critical role in building the brand and competitive advantage. Improving image with respect too Ethical and...
Words: 1718 - Pages: 7
...The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself (Ducker). Though a simple statement, as the world economy grow and consumers change this gets increasingly difficult. Globalization has caused marketers to research different countries, creeds, and cultures to make unique marketing strategies. Globalization isn’t the future of our economy, it’s the now. Advances in technology have made the world a much smaller place. With access to new markets many companies are venturing into uncharted territory in search for profit. Though its sounds great there are many precautions to take before a company finds a new market. There are barriers to entry: most common among many are tariffs, quotas, and sociocultural variances. Tariffs are taxes put on imports from other countries. The effect of a tariff is to raise the price of the imported product; it makes imported goods more expensive so that people are more likely to purchase domestic products. Quotas are limits on the amount of goods that can be imported. Putting a quota on a good creates a shortage, which causes the price of the good to rise and make the imported goods less attractive for buyers. This encourages people to buy domestic products, rather than foreign goods. Sociocultural differences in religious beliefs or practices, basic cultural assumptions and/or patterned behavior, language, idiom, body language and assumptions about social strata are all among potential...
Words: 1952 - Pages: 8
...International Marketing 1 The Scope and Challenge of International Marketing Objectives What you should learn from Module 1 What is meant by international marketing. To understand the scope of the international marketing task To comprehend the importance of the self-reference criterion (SRC) in international marketing. To be able to identify and manage the factors influencing internationalisation of companies. To evaluate the progression of becoming an international marketer. To see how international marketing concepts influence international marketers. To appreciate the increasing importance of global awareness. 1.1 The Internationalisation of Business 1.2 International Marketing Defined 1.3 The International Marketing Task 1.4 Environmental Adjustment Needed 1.5 Self-reference Criterion: An Obstacle 1.6 Becoming International 1.7 International Marketing Orientations 1.8 Globalisation of Markets 1.9 Developing a Global Awareness 1.10 Orientation of International Marketing Summary The first section of International Marketing offers an overview of international marketing and a discussion of the global business, political and legal environments confronting the marketer. International Marketing is defined as Performance of Business activities beyond national borders. The task of international marketer is explained. Key obstacles to international marketing are not just foreign environments but also our won self reverence criteria (SRC) and ethnocentrism. This...
Words: 6310 - Pages: 26
...International Marketing 14th Edition P h i l i p R. C a t e o r a M a r y C. G i l l y John L. Graham The Scope and Challenge of International Marketing Chapter 1 McGraw-Hill/Irwin International Marketing 14/e Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. What Should You Learn? • The changing face of U.S. business • The scope of the international marketing task • The importance of the self-reference criterion (SRC) in international marketing • The progression of becoming a global marketer • The increasing importance of global awareness 1-2 Global Perspective: Global Commerce Causes Peace • Global commerce during peace time – Commercial aircraft and space vehicle industries – Mobile phone industry – Individuals and small companies • International markets are ultimately unpredictable – Flexibility means survival 1-3 Events and Trends Affecting Global Business • • The rapid growth of the World Trade Organization and regional free trade areas The trend toward the acceptance of the free market system among developing countries in Latin America, Asia, and Eastern Europe The burgeoning impact of the Internet, mobile phones, and other global media on the dissolution of national borders The mandate to properly manage the resources and global environment for the generations to come 1-4 • • The Internationalization of U.S. Business • Increasing globalization of markets • Increasing number of U.S. companies are foreign...
Words: 1197 - Pages: 5
...International Marketing The Scope and Challenge of International Marketing Chapter 1 1 Thursday, 27 February 14 What Should You Learn? • LO1: The benefits of international markets • LO2: The changing face of U.S. business • LO3: The scope of the international marketing task • LO4: The importance of the self-reference criterion (SRC) in international marketing • LO5: The increasing importance of global awareness • LO6: The progression of becoming a global marketer 2 Thursday, 27 February 14 LO1 Global Perspective: Global Commerce Causes Peace • Global commerce during peace time – Commercial aircraft and space vehicle industries – Mobile phone industry – Individuals and small companies • International markets are ultimately unpredictable – Flexibility means survival 3 Thursday, 27 February 14 LO1 Global Perspective: Global Commerce Causes Peace Basil pesto from Israel + raw materials and glass jars from Arab partner = Moshe & Ali’s Gourmet Foods http://www.peaceworks.com/press/libraryArticleMakingPeaceByMakingPastaSauces.html COOPERATION NEVER TASTED SO GOOD!™ 4 Thursday, 27 February 14 LO1 Events and Trends Affecting Global Business • The rapid growth of the World Trade Organisation and regional free trade areas • The trend toward the acceptance of the free market system among developing countries in Latin America, Asia, and Eastern Europe • The burgeoning impact of the Internet, mobile phones, and other global media on the dissolution of national borders • The...
Words: 1573 - Pages: 7
...CHAPTER 1 INTRODUCTION TO GLOBAL MARKETING SUMMARY Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. A company that engages in global marketing focuses resources on global market opportunities and threats. Successful global marketers such as Nestle, Coca-Cola, and Honda use familiar marketing mix elements – the four Ps – to create global marketing programs. Marketing, R&D, manufacturing, and other activities comprise a firm’s value chain; The value equation (V =B/P) expresses the relationship between values and the marketing mix. Global companies also maintain strategic focus while pursuing competitive advantage. The marketing mix, value chain, competitive advantage, and focus are universal in their applicability, irrespective of whether a company does business only in the home country or has a presence in many markets around the world. However, in a global industry, companies that fail to pursue global opportunities risk being pushed aside by stronger global competitors. A firm’s global marketing strategy (GMS) can enhance its worldwide performance. The GMS addresses several issues. First is nature of the marketing program in terms of the balance between a standardization (extension) approach to the marketing mix and a localization (adaptation) approach that is responsive to country or regional...
Words: 9323 - Pages: 38
...Critical Appraisal of 10 References 1.1 Butt, I., Kumar, U., Kumar, V. 2009. “Achieving alignment between manufacturing and marketing through strategy.” Indian Journal of Economics and Business. p83 http://0-go.galegroup.com.prospero.murdoch.edu.au/ps/i.do?action=interpret&id=GALE%7CA280093139&v=2.1&u=murdoch&it=r&p=AONE&sw=w&authCount=1 (accessed September 27, 2012). Summary: This article indicates that the competitive capability and success of a firm is directly linked to the manufacturing strategy and marketing objectives; which are inadvertently linked by understanding market requirements. It described positioning as the backbone of a business plan also used to combat competition in the market. Critical Evaluation: The positioning conceptual framework proposed in this article is crucial for manufacturing firm’s success. The set variables identified in the concept work in harmony and the organization’s performance are also measured and discussed. Rating: 3 out of 5 1.2 Landow, Y., 2012. “A Brand Positioning Nightmare.” Pharmaceutical Executive 32 (6): 60 – 62. http://0-search.proquest.com.prospero.murdoch.edu.au/docview/1041092781 (accessed on September 27, 2012). Summary: This article talks about a drug that has received a new indication within a short period of time and how the brand director approached an action plan to help the drug thrive in multiple targets with different needs and mindsets. Critical Evaluation: The situation in this article is useful...
Words: 1218 - Pages: 5
...Individual Project MKTG 205 – Principles of Marketing August, 17, 2012 Abstract The following information provided in this paper explains how a specified company utilizes proper and effective marketing methods in order to sell their products on a global scale. Furthermore, in reference to the company, their tactics, methods, and constraints within the business involving the target market, pricing strategy, and company competition are demonstrated in this paper as well. The specified company referenced in this report is Mars Inc. Unit 5 Individual Project Introduction The principles of marketing apply to every business and operation that produces and sells some type of commodity in exchange for profit. The marketing mix contains specific tools, which help companies and their marketing team to build and evaluate a product, structure the price based on the value, effectively promote the product, and place the product with best-suited channels of distributions. For a company that operates on a global scale, such as Mars incorporated, these tools are even more important to assess. Describe Main Line of Business of the Company Mars Inc. is one of the largest privately owned companies in the U.S.A alone (FAQs, 2012). Best known for their chocolates and candies; the company offers a diversity of other products from segmented areas within their company concerning pet care products, symbioscience, drinks, gum, and foods (Market Summaries, 2012). The company has approximately over...
Words: 1846 - Pages: 8
...ANCHOR COMPANIES IN NKEA AGRICULTURE CONTENTS Section 1.0 COMPANY EXECUTIVE SUMMARY Section 2.0 COMPANY INFORMATION 2.1 Overall Project Description 3 2.2 Business Intent & Proposed Business Activities 3 2.3 Mission & Objectives 3 2.4 Expansion Strategies 3 2.5 Financial Sustainability 4 Section 3.0 PRODUCT INFORMATION 3.1 Overall Product Description 4 3.2 Local and Global Demand 4 3.3 Competitive Analysis 4 Section 4.0 HUMAN RESOURCE INFORMATION 4.1 Management Team 4 4.2 Organization Chart 4 4.3 Proposed Human Resource Plan 4 Section 5.0 FINANCIAL PROJECTIONS 5.1 Financial Model 5 5.2 Financial Analysis 5.3 Detailed Production and Commercialization Plan 5.4 Future Financial Considerations Section 6.0 MARKETING PLAN 6.1 Summary 6.2 Threats and Opportunities 6.3 Target Market 6.4 Market Size and Segmentation 6.5 Action Programs Section 7.0 PROJECT IMPLEMENTATION Section 8.0 APPENDICES |Section 1.0 COMPANY EXECUTIVE SUMMARY | | | | | |The executive summary is a write-up that provides the reader with a brief overview of a company’s | | |business aspects. ...
Words: 1202 - Pages: 5
...International Market This assignment will provide you with firsthand experience in developing a strategic marketing plan for entering a new international market. Choose a global company that you are familiar with for this paper. Note: Do not use a company from a previous assignments or discussions. Use the Internet or Strayer Library to research the following components of the global company that you have chosen: • - Company Profile (History & Analysis) • - Product(s) • - Financial Status • - Market Position • - Analysis of current global operating environments • - Integrated marketing communication (IMC) Strategy • - Strengths and Weaknesses Analysis • - Sustainable Competitive Advantage(s) enjoyed by the firm • - Sources of funds for the project • - Pro-Forma Balance Sheet & Income Statement for five (5) years • - Cash-Flow Statement Note: You may also use the following resource for your research:§Financial profiles for global companies: (http://news.morningstar.com/stockReturns/CapWtdIndustryReturns.html) Write an eight to ten (8-10) page paper in which you: 1. 1. Choose a country into which the company you selected may expand. Note: Ensure that the country you chose is currently not doing business with the selected company in any capacity (e.g., exporting, FDI, or contract manufacturing). 2. Develop a brief profile of the country that you have chosen. The summary should include: a) Geographic and historical data regarding international business b) Political...
Words: 767 - Pages: 4
...UNIVERSITY GLOBAL MARKETING MANAGEMENT BM7017 MODULE HANDBOOK September 2014 COURSE TEAM The Module Leader is: Patricia Harris Room402 harris@kingston.ac.uk My office hours will be posted on StudySpace at the start of the module. These are times when you can drop in without an appointment. For appointments outside these times, please e-mail me in advance. Note: You should only use your university e-mail account to contact me. I will not reply to e-mails sent from private accounts. MODULE SUMMARY Global Marketing Management is the discipline of planning, organising and managing marketing resources on a global basis, to achieve an organisation’s specific marketing objectives. Marketing is regarded as a key area of management in both the private and not for profit sectors. This module examines how theories and methodologies of marketing management can be applied to ensure long-term success for organisations. AIMS The aims of the module are to: • to appreciate the importance of marketing as a management discipline in ensuring the long-term success of organisations across the ‘not-for-profit’, public sector and private sector business arenas and across the globe • to develop an understanding of marketing management in the broadest sense, of how marketing management approaches may have to be modified when seeking access to international markets and to be able to adopt a robust and objective approach to management decision making in both a domestic and in a global context...
Words: 2175 - Pages: 9
...Radebaugh Brigham Young University Daniel P. Sullivan University of Delaware Pearson Education International Contents Preface 29 About the Authors • PART ONE 39 BACKGROUND FOR INTERNATIONAL BUSINESS 44 1 Globalization and International Business 45 49 44 CASE: The Global Playground Introduction 48 W h a t Is International Business7. The Forces Driving Globalization 50 Factors in Increased Globalization 51 What's Wrong with Globalization? 56 Threats to National Sovereignty 56 Economic Growth and Environmental Stress 57 Growing Income Inequality 57 s | Point ^J3ffi^S^^3 ' Offshoring Good Strategy? 58 Why Companies Engage in InternationaLBusiness Expanding Sales 60 , Acquiring Resources 60 Minimizing Risk 60 60 Modes of Operations in International Business Merchandise Exports and Imports 62 Service Exports and Imports 62 Investments 63 Types of International Organizations 63 Why International Business Differs from Domestic Business 64 Physical and Social Factors 65 The Competitive Environment 67 Looking to the Future: 61 Three Ways of Looking at Globalization 68 C A S E : Carnival Cruise Lines: Exploiting a Sea of Global Opportunity 69 74 Summary Key Terms 75 Endnotes 75 An Atlas 78 Map Index 86 Contents • 2 PART TWO COMPARATIVE ENVIRONMENTAL FRAMEWORKS 90 91 90 The Cultural Environments Facing Business 94 95 C A S E : The Java Lounge—Adjusting to Saudi Arabian Culture Introduction The People Factor Cultural...
Words: 3378 - Pages: 14
...These and other risk factors are detailed in HEINEKEN’s publicly filed annual reports. You are cautioned not to place undue reliance on these forward-looking statements, which speak only as of the date of this presentation. HEINEKEN does not undertake any obligation to publicly release any revisions to these forward-looking statements to reflect events or circumstances after the date of these materials. Market share estimates contained in this presentation are based on outside sources such as specialised research institutes in combination with management estimates. 3 Agenda Delivering Sustainable Top-line Growth 1 2 3 4 5 6 4 Commitment and results Heineken®: A competitive advantage Other global brands driving value Leveraging global...
Words: 2296 - Pages: 10
...Integrated e-Marketing Plan: Developing an e-Marketing Plan for Competing in the Electronic Global Marketplace Prepared for [company name] By: [student name] Date: [submission date] Table of Contents Starting an e-business in the Electronic Global Marketplace: Completing an Integrated e-Marketing Plan 1 Executive Summary 3 Selection of the e-Business for the Project 4 Environmental Analysis of the Marketplace 5 Targeted Market Segmentation 6 Consideration of Placement Decisions 7 Consideration of Product Decisions 8 Considerations of Pricing Decisions 9 Analysis of Innovative Promotional Communication Tools 10 Implementation and Measurement of Strategic Goals 11 Conclusions and Recommendations 12 Appendices 13 Executive Summary [Week 8] While this summary appears at the beginning of your plan, you should write it last. The summary is a one and a half to two page narrative that gives a brief overview of each of the sections found in the document. It should be designed to entice the reader to want to read more of the document. Selection of the e-Business for the Project Include in this section information from Assignment 1.1. Environmental Analysis of the Marketplace Include in this section information from Assignment 2.1. Targeted Market Segmentation Include in this section information from Assignment 3.1. Consideration of Placement Decisions Include in this section information from Assignment...
Words: 279 - Pages: 2
...Marketing Management 14 PHILIP KOTLER Northwestern University KEVIN LANE KELLER Dartmouth College Prentice Hall Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Editorial Director: Sally Yagan Editor in Chief: Eric Svendsen Executive Editor: Melissa Sabella Development Editor: Elisa Adams Director of Editorial Services: Ashley Santora Editorial Project Manager: Kierra Bloom Editorial Assistant: Elizabeth Scarpa Director of Marketing: Patrice Lumuba Jones Senior Marketing Manager: Anne Fahlgren Senior Managing Editor: Judy Leale Production Project Manager: Ann Pulido Senior Operations Supervisor: Arnold Vila Creative Director: John Christiano Senior Art Director: Blair Brown Text and Cover Designer: Blair Brown Lead Media Project Manager: Lisa Rinaldi Editorial Media Project Manager: Denise Vaughn Full-Service Project Management: Sharon Anderson/BookMasters, Inc. Composition: Integra Printer/Binder: Courier/Kendallville Cover Printer: Lehigh-Phoenix Color/Hagerstown Text Font: 9.5/11.5, Minion Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on appropriate page within text. Copyright © 2012, 2009, 2006, 2003, 2000 Pearson Education, Inc., publishing as Prentice Hall, One Lake Street, Upper Saddle River, New Jersey 07458. All...
Words: 8292 - Pages: 34
