International Marketing

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."

Sample of Sources Used:

• Adams, B., 2007, McDonald's Strange Menu Around the World, Trifter, http://www.trifter.com/Practical-Travel/Budget-Travel/McDonalds-Strange-Menu-Around-the-World.35517 last accessed on September 19, 2008
• Cateora, P., Graham, J., 2006, International Marketing, 13th Edition, New York, NY: The McGraw-Hill Companies, Inc
• 2008, Official Website of Nike Inc. http://www.nike.co last accessed on September 19, 2008
• 2008, Nike, Inc., Hoovers, http://hoovers.com/nike/--ID__14254--/free-co-profile.xhtml last accessed on September 19, 2008
• 2008, Official Website of Groupe Danone, http://www.danone.com last accessed on September 19, 2008

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• Article Review # 129700 : "International Marketing and the Global Brand"

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