Globalization

Theodore Levitt, had created a strong influence on globalisation, and since then this event has been on every individuals lips. When his article, The Globalisation of Markets was published in 1983, much companies such as Coca-Cola, McDonalds and Walt Disney had followed his view of having a standardised consumer overlap. Supposedly, a standardised approach would foster mass convergenceion whence achieving economies of scale. With a standardised marketing plan, sales would escalate as a product image is created across the globe. However, Levitts assumptions ar destroy because not everyone sh ares the similar taste, refinement, customs and traditions. Furthermore, he assumes that customer take away and interests throw away become homogeneous worldwide, merely he had failed to repose together that adaptation of the marketing mix is vital so as to satisfy the needs of the consumers in each region. slew some the world still want to preserve their suffer heritage and culture by purchasing local products. Thus, the companies that have bypast global have changed their strategy. Levitt mentions that Coca-Cola is a global bon ton; provided its failure has forced the company to go global still act local. No doubt the core product is the same but the company adapts its pricing, distribution and advertising to causa each market segment and it has 200 other brands that are popular in antithetical countries. For instance, its drinking chocolate wassail, Georgia coffee tree is successful in Japan only and the soybean plant drink is only successful in Hong Kong but not in its home country. Even McDonalds have to adapt its menus to grounds the local taste. It unimpeachably wouldnt be able to sell the same menu in its home country to India as the culture there is different and majority of them are vegetarians. In Japan, the teriyaki do is added to the burgers. The company level off changes its... If you want to get a full essay, order it on our we! bsite: BestEssayCheap.com

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