Assignment
Part A of your International/Global Marketing Plan is the Company Overview/Summary. Please refer to the Global Marketing Plan instructions and guidelines for how to complete this part of your Marketing Plan.
For Part A of your project you will provide a short description of your business, describe the product or service that you plan to market, and identify the company's mission statement and competitive advantage.
When you create this portion of your marketing plan, be sure to use the headings listed below:
•Business Summary
•Mission Statement
•Competitive Advantage
Discussion: "Think Globally; Act Locally"
Companies that wish to maximize growth and revenue realize that they must market outside their home country. U.S. companies that wish to achieve maximum growth potential must "go global," because 75 percent of world market potential is outside their home country (Keegan & Green, 2013).
Some brands are found in nearly every country and region across the world. Coke, for example is one such brand; McDonald's is another. Both brands and companies manage to maintain their single brand identity on a global basis while catering to a country's individual population and culture. For example, in India, Coca-Cola markets Kinely brand bottled water (Keegan & Green, 2013). Being able to "think globally but act locally" can give a firm, significant, and competitive advantage.
Research an organization based here in the USA that markets products or services to a different country or region. Be careful with your selection of organization! Some companies you may think are owned by the United States are actually not! Your textbook offers a large number of companies from which to select.
Please respond to the following questions and points:
1.Identify the name of the company.
2.Identify and describe the product or products.
3.Identify their target audience both here in the USA and in the global markets.
4.Summarize the four main objectives of their marketing plan.
5.Identify the management orientation under the EPRG framework. Justify your decision.
6.In your opinion, how does this company "think globally and act locally?"