Mkt 505 Courseguide

The first recommendation for this firm is to adopt a global policy and try and explore new markets so that market growth and market share can be expanded. In case of a firm entering an international market, it requires to analyze the nature of the market and suitably form its marketing strategies in alignment with its business strategy and decide whether it is more beneficial to adopt a global approach or use a strategy that is customized to suit the needs of the local customers.

Today, firms have to deal with a global marketplace; marketers have no other choice. Participation in global marketing has begun to shift from a mere “option” to an imperative. The world is becoming more homogeneous. Distinctions between national markets

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This essay is based on a leading global organisation called Walt Disney. The essay will cover issues in areas of, the organisations ‘shared responsibilities’ managing a world view, education and training, equality and diversity, managing employment in a complex international setting. The essay will make full use of theory and evidence to explore these issues in the context of the organisation, together with its employees, customer and stakeholders, and the interrelationship with the host destination.

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McCarthy, E.J. & Perreault, W.D. Basic Marketing: A Global Managerial Approach. (2002). New York: The McGraw-Hill Companies.

1. To what extent is a global approach to international marketing appropriate to firms in the Asia-Pacific?

The continued accelerating pace of change in globalization is forcing an entirely new level of emphasis on individualized, highly targeted marketing across the many regions and countries of the world. Global marketing today must contend with a wider array of constraints, both economic and cultural, that as ever been the case in the past (Gupta, 2003). These constraints fuel a high level of creativity and focus on how to overcome cultural and economic constraints through rapid product development lifecycles, exceptional levels of supply chain integration (Wu, 2011) and greater focus on relationship market over just selling with a transaction mindset alone (Hansen, 2008). The pros and cons of globalization of form the foundation of today's highly competitive global marketing arena, forcing many companies to be more focused on the strategic and long-range over the tactical while compensation for a rapidly changing cultural mix of factors (Osland, 2003). The pros and cons of globalization are evaluated and the unique factors of global marketing also analyzed.

The information I collected in this paper is mainly from network as well as books available at Library. I found most information in electric sources, like E-books, E-journals, etc., by a wide on-line research. Beside, books in related to international marketing at Library also helped me a lot. By going through a couple of marketing books and journals, I managed to find some extremely useful information.

"Cultures are dynamic and change occurs when resistance slowly yields to acceptance so the basis for resistance becomes unimportant or forgotten"[2]. Which means that on the part of the European community we are certain to see compromise, but over a period of time. Disney too has to reconcile with the environment it has settled in. We read in the case that Disney does ultimately mend its ways. Making room for continuous change is the best way to go about ones business.

The advent of Internet has allowed companies to offer their goods and services throughout the world. Not only has the Internet opened up the floodgates of International marketing, it has also brought with it many other challenges such as cultural, political, and geo-economics challenges. In order to be successful in these global markets, companies must be very diligent in handling these challenges.

After completion of master’s program, my goal is to return to AMS International, to expand the business further to other countries in Southeast Asia, as it will become a free-trade region in the very near future (AEC). Therefore, due to the changes of the market circumstances, I would like to study specific problem areas to achieve more understanding of various issues in global marketing, and to fulfill my academic marketing theory that I was lacked during my studies in undergraduate program.

Nations, like the people who inhabit them, are all different. Some, like the United States, are at the forefront of technology and development. Others exist as third world nations, where even the most basic necessities are hard to come by. And then there are those which are in the middle, such as India. In the past 20 years, India has grown in the eyes of the global community from a rural, developing nation to a burgeoning global marketing hub. While India had much guidance from the United States and other global powers, the country has still chosen to follow its own path of business and marketing development. This paper is designed

The Walt Disney Company is a worldwide leader in entertainment and at some point, touched the lives of most people on Earth, in one way or another. Walt Disney has become the stepping-stone for children, and in many ways has helped shaped children in today’s society. In this paper, I will review Walt Disney as a global company and their business operations in three different countries; The United States, France, and Japan. It will review four different categories, The Foundation of Global Business, Global Business Environment, Global Business Strategy and Organization, and Global Business Management. The Foundation of Global Business will give an overview of Walt Disney arrangements within the global market, whether it is the International Monetary Fund, World Bank, or if there are tariffs that are put into place, and the cultural knowledge that must be learned before going into business with a foreign market. The Global Business Environment combined with the Global Business Strategy and Organization section, reviews aspects of Hofstede’s Cultural Dimension, some political and economic risks, and how Disney is structured with Civil and Common law in The United States, Japan, and France. Lastly, in managing a Global Business, I will discuss certain management operations, and relationships Walt Disney has with unions, what all they offer their employees, and the type of training required in foreign markets.

Companies over the world are striving to become multinationals. Globalisation and corresponding developments in transport and communication technologies have helped companies achieve this objective and find worldwide markets. Needless to say, aspiring companies need research and knowledge about markets to back their willingness to expand to foreign markets. All markets are different and pose different challenges to operate. For instance, each product has its own unique selling preposition and a one-size-fits-all strategy is not applicable across the global markets. It is important to have knowledge about factors such as people’s potential to buy the product,