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Global Marketing

A. Definition of Global Business & Marketing

B. Challenges of successful Global Marketing

A. Starbucks Corp. Overseas History

B. Starbucks Corp. Successes & Failures

1. Marketing Cultural Attitudes & Values

2. Cooperative Marketing/Business Strategies

A. Global Marketing Lessons from Starbucks

According to Bishop (2002), “Global business can be defined as those business transactions among individuals, firms, or other entities that occur across national boundaries,” (4). The speed and nature of today’s global business are faster and more complex than ever before. To be successful in global business, global marketing plays as critical a role in success as it does in domestic business. Dibb (et al. 2000) defines global marketing as a total and comprehensive concept for the organization: “A total commitment to international marketing, in which a company applies its assets, experience and products to develop and maintain marketing strategies on a global scale,” (73). Despite the definitions of global business and global marketing, achieving the goals of global marketing is beset by a number of challenges.

Giants in international business like Coca-Cola, McDonald’s, and Starbucks face a number of challenges involved in the global marketing of their products. This is because of the enormous difficulty in building a truly global brand. Many experts argue that such a concept is impossible due to the different cultures and tastes of peoples the world over. As Lindstrom (2002) argues, “Global branding is still a matter of balance between global and local values. It’s still a mixture of local culture and global attitude, of local traditions and global trends” (2). It is such challenges that companies like Starbucks must face as they apply its resources on a global scale.

The success of Starbucks in global marketing demonstrates some of the pros of successful marketing. Starbucks gl...

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Global Marketing. (1969, December 31). In LotsofEssays.com. Retrieved 05:28, March 29, 2024, from https://www.lotsofessays.com/viewpaper/1685568.html