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Essay / Research Paper Abstract
This 6 page paper considers issues in global marketing. The paper looks at how a market may be assess for attractiveness, the issue of culture and the approach that may be taken to marketing. As an example, a computer company considering expanding into China is used. The bibliography cites 14 sources.
Page Count:
6 pages (~225 words per page)
File: TS14_TEglobmk.rtf
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Unformatted sample text from the term paper:
emergent strategy. As a company that follows a direct sales model there have been orders from targeted countries as well as individuals in countries that the company has not been
seeking to develop. The result has been the need to develop a global marketing strategy for marketing and a methodology of assessing new markets to determine if they are suitable
for the companies product. For Dell there has been desire to sell the same product and expand the markets, this is known as a market expansion strategy (Ansoff, 1957).
In order for this to be successful markets need to be assessed for their attractiveness before additional global marketing issues can be examined.
There are many tools which can be utilised in determining the suitability of a new market for the company, The GE matrix is one of these tools. This is
also known by other names, such as the multifactor portfolio matrix and the stoplight matrix (Hooley et al, 1998). This model may also be further refined and used as the
directional policy matrix, as seen used by Shell (Hooley et al, 1998). The basis of this model at two axes, one of which looks at the attractiveness of the market
and on at the business position. The theory here is that the future success of a company or a product can be seen as a reflections of the attractiveness
of the market in which it operates as well as the way in which the company itself competes by way of business strength, such as competitive advantage (Anonymous, 2001). Therefore,
a strong company that is operating in an unattractive market is unlikely to succeed, this may be seen as the equivalent of the matrix position of the dog. However, a
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