Looks at the geographically defined international marketing strategies of Nike, Groupe Danone and McDonald's.
Written in 2009; 1,120 words; 8 sources; APA; $ 38.95
Paper Summary:
This paper explains that international organizations are now building their local marketing campaigns around geographic features that best address the diverse needs of its actual and potential customers. The marketing strategies of three diverse international companies are analyzed: Nike from the shoe and clothing industry; Groupe Danone (Danon), the food industry, and McDonald's, the fast food industry. For each company, the author describes the company's profile, its regional operations and marketing strategy, and the similarities and differences of the company's strategies for each region.
Table of Contents:
Nike: Brief Company Profile
Nike: Regional Operations and Marketing Strategy
Nike: Regional Differences in Marketing Strategies
Danone: Brief Company Profile
Danone: Regional Operations and Marketing Strategy
Danone: Regional Differences in Marketing Strategies
Danone: Regional Similarities in Marketing Strategies
McDonald's: Brief Company Profile
McDonald's: Regional Operations and Marketing Strategy
McDonald's: Regional Differences in Marketing Strategies
McDonald's: Regional Similarities in Marketing Strategies
From the Paper:
"The McDonald's sales are based on impulse, rather than a rational thought. As a result, the aim of the marketing campaigns implemented by the Sacramento based organization is to appeal to the eye and taste of the customer and generate the impulse to purchase. McDonald's marketing approach is one of the most diversified ones, at least in terms of product diversification and customization to local needs. In India for instance, they serve the Maharaja Mac, similar to Big Mac, but with chicken or lamb instead of beef."
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