Frank Bradley's International marketing strategy PDF

By Frank Bradley

ISBN-10: 1405871555

ISBN-13: 9781405871556

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With such arrangements the company obtains scale economies while retaining the close and quick connection to customers. 5). Large firms such as Nestlé would be considered a command company since it operates in globally integrated markets and the business system is controlled from headquarters in Switzerland. Nestlé is considered as standardized and centralized. 5 International marketing strategies and organization segments, develop focused market strategies and operate with local autonomy in the business system.

Exporting the product is sometimes the first and only stage and is sufficient to accomplish the firm’s objectives. Exporting to exploit a technological lead is likely at the early stage of the development of a product because managers are not acutely concerned with production cost. Later on, however, costs may become a concern and other entry modes become more attractive. Firms with very narrow product lines are generally committed to maintaining their lead in a limited, well-defined market. Confined to that market they have a high stake in maintaining quality standards, in protecting and preventing disclosure of their technological skills and in maintaining tight control over market strategy to be applied to their products.

In traditional consumer mass markets, population age structures, the increase in the number of women working away from the home and the recognition of a multilingual and multicultural society have forced many companies to cope with fragmented markets by developing niche strategies. At the same time the mass media advocate standardized products while consumers increasingly seek variety. 7 Fragmentation of international markets These are among the more important factors which have influenced trends toward increased fragmentation in markets.

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International marketing strategy by Frank Bradley

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