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Essay / Research Paper Abstract
This 19 page paper looks at the issues and challenges of global marketing strategies. The paper includes consideration of the internationalization process, the choice of a standardized or a localized strategy and media issues. The paper looks at a wide range of theories that can be applied to nay industry but pays particular attention to the car markets. The bibliography cites 25 sources.
Page Count:
19 pages (~225 words per page)
File: TS14_TEGMSauto.rtf
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Unformatted sample text from the term paper:
multinational, operations and with increasing levels of globalization the number of international companies are increasing this is likely to be an ongoing pattern. This is seen in almost all markets,
from the sale of food items through to automobiles. This latter market is one that has been dominated by a few companies only and shows the value of marketing in
gaining sales. In 2008 General Motors, the former world leader, sold 8.355 million vehicles globally, with Toyota selling 8.972 million, taking a
lead of about 616,000 (Nonor, 2009). Toyota had been catching up for some time and in 2007 GM had retained the lead by about 3,000 vehicles (Nonor, 2009). The move
into the leadership position was gained during a declining market, with both firms seeing sales in 2008 lower than in 2007, the decline for Toyota was less that that of
GM, with Toyota seeing a fall of 4%, the first time Toyota had seen a decline in global sales for a decade, compared to this GM suffered an 11% drop
(Nonor, 2009). In a market such as the role of marketing is extremely important to support sales, help prevent declines and attract new buyers.
It is also notable that the firms which have had the greatest drops are those with the weakest marketing, whole those that dominate nth market are likely to
face increasing competition levels, a recent example of this has bee the expansion of the Indian conglomerate Tata, and the subsidiary Tata Motors. With trade barriers falling and areas such
as China having comparative advantages it would not be surprising to see more competition emerge from this area. This is an issue for almost all industries, and it
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