Abstract
This paper examines the challenges involved in global marketing and looks at strategies employed by globalizing companies, including franchising and licensing.

From the Paper
"According to David Arnold in his book "Mirage of Global Markets: How Globalizing Companies Can Succeed as Markets Localize", the process of penetrating and then developing an international market is difficult. Entering a new country is like a business start-up with no sales, no marketing infrastructure in place, and little or no knowledge of the market. Despite this, companies usually treat this situation as if it were an extension of their existing business and as a source of incremental revenues for existing products..."

Tags:marketing, sales, international, challenges, market penetration, strategies, licensing, franchising, distributors, control

Abstract
This paper explains that, when developing an international marketing campaign (IMC) in a global and diverse competitive environment, one of the first challenges is that different nations across the world embrace different standards of ethical advocacy and regulate marketing and advertising in different ways. The author points out that taking advantage of a country's greater overall naivete or less stringent government regulations regarding the divulging of information, such as cigarette warning labels, might be effective marketing but hardly ethical. The paper relates that a country, which is tolerant of its own national corporations' foibles, might be less tolerant of a United States company engaged in similar practices.

From the Paper
"The increased scrutiny to such 'word of mouth' campaigns in the American media made such an ethical manifesto a necessity for companies to embrace, rather than a free ethical choice. In other European nations, such as Canada and the United Kingdom, cynicism about marketing practices runs equally high. A 2003 Daily Telegraph newspaper poll in the UK found "on a net trust rating (calculated by subtracting the negative percentage score from the positive) ministers in government came out with a lamentable score of minus 49 per cent and directors who run large companies fared even worse, being right at the bottom with minus 56 per cent." But what should one do in the case of marketing to a nation where a technique of water cooler buzz by paid advocates in ordinary offices is not so scrutinized, and ethical standards by marketing executives are notably, and acceptably more lax?"

Tags:standards, advertising, word-of-mouth, cigarette, food

Abstract
This paper explains the rationale behind Batrionics' entry into a joint venture agreement with a Chinese manufacturer, Red Dragon Enterprises. The paper discusses how the owner of Red Dragon Enterprises was engaging in unscrupulous activities that caused Batrionics to lose a considerable level of its capital. The paper then considers the options and recommends that Batrionics should continue to pursue this venture to recoup the investment that had already been made. The advantages of implementing total quality management in the Chinese factory are also discussed.

Outline:
Description of the Nature of the Product
Environmental Justification for Country Recommendation
Competitor Identification
Market Entry and Expansion
Country-of-Origin, Consumer Ethnocentrism and Consumer Animosity
Market Segmentation, Target Marketing and Positioning
Recommendations

From the Paper
"Batrionics is an Australian manufacturer of different types of industrial batteries. In order to enhance the cost competitiveness of the company, the owner Rex Adams had moved the manufacturing operation to Taiwan. However price sensitivities in Taiwan were making the market unfavourable. Therefore he decided to expand to China. This market has one of the lowest labour costs in the world. Additionally it is the fastest growing market in the world. Therefore the Chinese market provided a lucrative opportunity for Batrionics. Rex Adams decided to enter a joint venture agreement with Red Dragon Enterprise, a local manufacturer of related products. Although there were some quality issues, Rex Adams thought that his company's knowledge and skills could be leveraged against Red Dragon's resources to build an effective manufacturing operation in China."

Tags:market, segmentation, entrants, positioning, expansion

Abstract
The paper states that although the definitions of international marketing and domestic marketing suggest they are fundamentally different, the same forces that have been driving globalization have introduced challenges for marketing executives seeking to remain competitive in this increasingly globalized marketplace that have clouded the differences between these two distinct marketing functions. The paper highlights the research which shows that both domestic and international marketing involve many of the same considerations, but there are some important differences that must be taken into account as well. This paper provides a review of the relevant peer-reviewed and scholarly literature to show that while the international and domestic marketing are different in some ways, they share some commonalities that suggest they are more alike than different. The paper presents a summary of the research and salient findings in the conclusion.

Outline:
Review and Discussion
Conclusion

From the Paper
"As Hart and Tzokas (1999) emphasize, though, the majority of the research to date concerning the nature of marketing information and its relationship to business performance has been directed at the relationship between domestic markets and domestic marketing. These authors point out that, "In international marketing, it has been argued that the increased uncertainty posed by extending business to an unfamiliar market with unfamiliar environmental conditions intensifies the need for marketing information" (p. 63). Likewise, as Birley and Macmillan (1997) point out, some companies attempt to compete in domestic marketplaces that are highly controlled while also attempting to compete in international markets that are highly competitive, with some predictably mixed results."

Tags:global, commerce, special, activity, international, expansion

Abstract
The paper relates that Argentina is the second largest nation in South America with over one million square miles of land area and nearly 3000 miles of Atlantic coastline. The paper explains that its great latitudinal extent results in its accomodating a wide range of climatic conditions from subtropical in the north to subarctic in the south, and a diverse range of agricultural potential from humid-climate crops such as cotton and fruits to dry-climate grazing and ranching. The paper concludes that the Argentina market represents a considerable opportunity for foreign investment given the nation's size and potential, but that serious challenges still exist and that a thorough investigation of conditions from moment to moment, as well as a familiarity with the most up-to-date laws and regulations is necessary prior to committing any substantial assets to a project in the country.

From the Paper
"Argentina is the second largest nation in South America with over one million square miles of land area and nearly 3000 miles of Atlantic coastline. Its great latitudinal extent (over 2500 miles) results in its accomodating a wide range of climatic conditions from subtropical in the north to subarctic in the south, and a diverse range of agricultural potential from humid-climate crops such as cotton and fruits to dry-climate grazing and ranching (CIA; Advameg.) The country's most important regions include the fertile agricultural..."

Tags:argentina, finance, marketing

Abstract
This paper presents an in-depth analysis of international marketing and business. The first part of the paper discusses Michael Porter's "Model of Competitive Strategy." The paper explores this model and describes its components. This model identifies three critical success factors: Cost leadership, differentiated output, and foray into niche businesses that are not in the realm of competitors. Competition between companies and within companies is discussed at length. The second part of the paper deals with Porter's "Value Chain Analysis," which discusses the relationships between activities that create and add value along various input chains until the final output is delivered.

Outline
Part A
Introduction
Porter?s Model of Competitive Strategy
The Competitive Environment
Inter-Firm Competition
Competitive Advantage of Nations
The Porter Diamond
The Process of Internationalization
Firms on the Verge of Internationalization
Concluding Remarks
Part B
Economic and Political Environment
Cultural Environment
Barriers to International Trade
Legal Aspects
Pricing
Interrelationship between Firms and Prices
Challenges in International Promotional Strategies
International Product Strategy and Its Future
Concluding Remarks

From the Paper
"Competitive strategy is the bedrock on which companies base business decisions to reach their targets and achieve profitability. Formulating and implementing strategies in international business is much more complicated and difficult task than doing so in home or familiar markets. Competitive strategy deals with the development of abilities by a firm to keep ahead of competitors in the fields in which it operates. Firms develop competitive edge in global markets by possessing certain assets, abilities or characteristics. The primary elements of competitive advantage are the critical offer, the significant operating factors and the firm's strategic resources. (Bennett and Blythe, 2002) Corporate strategies and international marketing strategies are linked closely and have a bearing on business performance."

Tags:competitive, strategy, value

Abstract
This paper discusses the option of a fictitious sunglasses company to expand into the international market. The paper provides an outline of the potential risks and challenges involved in the implementation of an international focus. This plan also provides a number of opportunities to secure growth and competitive advantage in the sunglasses market. Based on research performed in the retail market in addition to knowledge of the current economy, the plan provides a breakdown and analysis of each of the essential areas of business and the suggestions for a successful implementation in the following proposal.

From the Paper
"Sunglasses are an essential accessory in any area warm area of the world. In environments where seasonal changes occur, such as the Northeast and Midwest areas of the United States, sunglasses are especially important in the spring and summer months, when the potential for sunlight is at its peak. On the west coast, where temperatures are typically warm throughout the year, sunglasses are required year round. Other warm climates, particularly tourist areas, also require the use of sunglasses to provide protection against extreme sunlight. It is also important to note that in the winter months, although sunlight occurs less frequently, many days and outdoor activities require sun glass use, including skiing."

Tags:protection, competition, expansion

Abstract
The paper explores Wal-Mart's successes, success factors, challenges, the causes of these challenges, the failures and how the company can ward off increasing competition in the retail industry. Using micro environmental, SWOT and Porter 5 Forces analyses, the author focuses on the international marketing environment, Wal-Mart's market entry strategies, marketing mix model, its human resource management and its achievements in various countries. The paper evaluates if it was viable for the company to undertake an international expansion strategy, whether the company should continue expanding or only focus on its existing international markets and makes recommendations for future strategies. Several figures are included in the paper.

Table of Contents:
Table of Contents
Executive Summary
Introduction
Statement of the Problem and Plan of Analysis
Analysis and Findings
Macro Environmental Anaysis
Porter 5 Forces Analysis
SWOT Analysis
International Market Entry Strategies
Wal-Mart Use of Market Mix Factors
Factors Influencing Consumer Buyer Behavior
Managing Human Capital
International Business
Country Analysis
Proposed Solution to the Problem: A Letter to Wal-Mart Directors

From the Paper
"There are several factors that influence consumer behaviour. The first is their attitude. Customers have attitudes towards different variables. To start with, they may have an attitude towards a product, the company producing the product, attributes of the product or the stores retailing a certain product. They also have attitudes towards brand associations, product endorsers, the design of the product logo and the symbols used to market the product. For example, there are people who have an attitude towards the Energizer bunny, the Nike swoosh and endorsements made by Michael Jordan. Other customers have attitudes towards the adverts and the marketing campaigns themselves. That is why companies like Doritos have invested immensely towards catchy advertising that influence the formation of attitudes by consumers . The second factor is satisfaction. There is a direct relationship between satisfaction and consumer behaviour. Satisfied customers will become loyal to a product and buy it repeatedly. Those that are not satisfied look for alternatives. In 1984, the American Customer Satisfaction Index was created. This model had three antecedents. These are perceived quality, perceived value and the expectations of the consumers. A product may have quality but does not meet the expectations of the customer. This means that it is hard for the customers to be loyal to such a product. On the other hand a product may meet the expectations of the customer. However, if it lacks quality it is unable to attract the loyalty of customers."

Tags:assets, operational adjustments, franchising china, differentiation strategy

Abstract
This paper explains that one of the major findings of this research to analyze the internationalization strategies taken by Xerox, Ricoh and Canon to respond to challenges posed by China's emerging market was that cultural distance was a far less significant internationalization challenge in the Chinese office electronics industry than the literature review suggested. The author points out that the research confirmed the significance of administrative heritage and organizational structure as key internationalization challenges that firm's face including those in the Chinese office electronics industry. The paper indicates that the internationalization process leads to a network of international market activities through foreign direct investment and other forms of international business involvement and may result in the inter-dependencies of all multinational corporations in one host country, which is one important aspect of internationalization.

Table of Contents
Introduction
Literature Review
Internationalization Challenges
Local Market Disadvantages
Disproportionate Operating Costs and a Denial of Benefits Afforded to Domestic Firms
Cultural Distance and Market Entry Modes
Political Bargaining and Positioning
Institutional Differences and Corruption
Local Density and WFOE Performance
Organizational Capabilities
Administrative Heritage
Organizational Structure
Internationalization Strategies
Exporting
International Licensing Agreements
International Joint Ventures and Strategic Alliances
Wholly-Owned Foreign Enterprise
Doing Business in China
The Global Office Electronics Industry
Research Design
Case Study Approach
Data Collection
Framework for Analysis
Case Studies
Short-Term Challenges
Cultural Distance and Organisational Capabilities
Political Bargaining and Positioning
Long-Term Challenges
Administrative Heritage
Organizational Structure
China Strategies of Office Electronics Firms
Discussion
Short-Term Challenges
Long-Term Challenges
Limitations
Conclusion

From the Paper
"There are many local market conditions that could test a company's resolve to enter a new and unfamiliar market, which present themselves as key challenges to firms. The initial challenge comes in the form of entry barriers. Jennifer Rankin (2003) interprets these barriers in terms of the huge investment and risks that the undertaking entails. Moreover, the return on investment may take years to materialize. So if the company is a penny-pincher afraid to take risks and also in a hurry to recoup its investment, it might as well forget internationalization."

Tags:interpretivist-paradigm, cultural-distance, office-electronics, case-study, administrative-heritage

Abstract
This paper examines the relatively new trend of marketing and advertising in the service industry as well as the existing challenges to gain sales and consumer interest. The writer of this paper also stresses the importance of internal marketing which involves 'selling' the staff and personnel on the advantages of marketing. Marketing can no longer be an after thought or an extra service, but must be a vital and integral part of the total push to build any service oriented business. This paper explores several strategies and methods for implementing and maintaining a profitable and successful marketing plan.

From the Paper
"What becomes obvious, therefore, is that the marketing professionals dealing with the service industry may have a greater challenge ahead of them to gain sales and consumer interest than manufacturing organizations. The authors therefore recommend that the marketing department not be isolated from other sales functions of the service industries. The reason again is quite logical: it creates the impetus for change and for building business. The authors' example is that of a restaurant manager thinking that he could improve business by installing a salad bar. The various groups need to work out the planning, from creating space, to developing new product and purveyors to the hiring of additional staff to maintain the ingredients."

Tags:business, advertising, applied, practice, plan, strategy, staff, employees