Marketing |
ReengineeringPatterns Wiki |
|
| The idea of Global versus Local considerations is well established in the field of marketing.
Production and marketing carried out on a global scale generate cost optimization through economies of scale, whilest sales and promotion tailored to the local market can profit maximise through effectively meeting customer demands, therefore generating the greatest customer satisfaction. The solution adopted by some firms is to globalise where appropriate, while sales and promotion is the responsibility of the local management team who have the greatest understanding of local market demand. For example, Mac Donalds sell the same basic menu framework of a sandwich, fries, and a drink; and same global brand image and logo of the golden arches the world over in order to minimise costs. However, in order to stay close to the local market, local franchises are formed. Regional adaptations are made where appropriate for cultural/legal reasons: beef fat cannot be used in India due to religous beliefs; and for customer taste/preference motives: in Norway a salmon 'burger' is offered and beer is sold in German outlets. Reference: 'McDonald's "think global, act local"- the marketing mix' Claudio Vignali, British Food Journal, Vol.103, No.2 2001.
|
| This page last edited on 26 November 2001 |