Question

Discuss the five strategic positioning alternatives that are open to companies pursuing global market expansion for their products. This discussion should focus on the various combinations of product/communication strategies available to global marketers. Identify when it is appropriate to use each of these strategies? Cite product example for each of the five strategic positions in a global market expansion for a product.

Answer 1

Answer:

A product can be promoted with the help of a communication strategy, which helps in sending the message to customers abroad, accordingly, it permits them to form observations about the item prompting deals in the future.

Keegan has distinguished five strategic or methodology options which are illustrated beneath:

Strategy 1: Product Communication Extension is utilized when an item satisfies a similar capacity and the use conditions for the item are the equivalents. Example: Japanese company Shiseido a cosmetic organization sells in Europe, America, Asia Pacific and adopts a multi-brand strategy in the focus on geographic area.

Strategy 2: Product Extension and Communication Adaptation is utilized when an item satisfies a similar capacity yet use conditions for the item are unique. Example: Levi's a clothing company utilizes diverse promoting strategies for advertising in various areas

Strategy3: Product/Communication Adaptation is utilized when firms may adjust their item yet advertise the item with the assistance of an institutionalized correspondences strategy. Example: British Petroleum sells vitality items in the various nation yet keep up a similar correspondence methodology and brand values all over.

Strategy 4: Product and Communications Adaptation - Dual Adaptation: In case of difference in the environment, a practical choice for development is by adjusting to the correspondence strategy. Example: Slim-Fast a weight reduction item vender adjusts to various administrative necessities identified with thinning items in various countries.

Strategy 5: Product Invention: It is utilized to fulfill needs on a worldwide utilizing another communication strategy and not utilizing the old procedure. Example: Black and Decker utilizes new item creation to extend in the worldwide market