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Essay / Research Paper Abstract
A 26 page paper. Following a brief introduction, the writer provides examples of companies that have been successful in global expansion. Specifically, the writer explains discusses the processes Starbucks and Wal-Mart used to enter certain international markets. The following section discusses companies that were not as successful and what went wrong. The next section reports marketing mistakes that can cost a company sales. Examples are provided. The writer comments on the factors that led to success and those that led to failure. The processes that seemed to lead to success are identified and discussed. The last section is a summary. Bibliography lists 18 sources.
Page Count:
26 pages (~225 words per page)
File: MM12_PGintl45.rtf
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Unformatted sample text from the term paper:
a global economy and no large company can afford not to participate in the global marketplace. As Talon said: "Forward-thinking companies know that planning for global success is a 21st
century necessity."1 Another reason companies enter the international market include: a saturated and mature American market with certain products leaves companies only one option for growing and that is internationally.
Todays advanced technology allows smaller companies to enter the global marketplace with a relatively small investment. They use the Internet. Consumers place orders on the companys Web site and
the company ships the merchandize to the customer. The Web gives small companies an advantage, enough to appear larger than they are. When it comes to opening operations in another
country, however, it is not always easy to succeed. Major companies who are very successful nationally fail internationally. Even Wal-Mart had problems when it opened stores in one country in
Latin America and Amway failed in China. This essay provides examples of some of the many companies that have succeeded in the global market and what they did to
succeed. It also provides examples of some companies that failed and discusses why they failed. The essay also discusses marketing and how words and graphics must be chosen carefully. Tips
for succeeding are offered. The essay concludes with a summary. Examples: Companies Who Successfully Expanded Internationally When faced with the need to expand, Starbucks chose Asia over Europe
because Asia has a multitude of expanding markets and because the amount of disposable income is increasing in many Asian countries.2 Furthermore, coffee consumption in Asia continues to grow at
a rate of 20 to 30 percent each year.3 Starbucks first entered the Japanese market in 1995 through a joint venture agreement with a well-known retailer and restaurateur.4 It is
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