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Essay / Research Paper Abstract
A 16 page paper using the example of Giant Manufacturing Company to illustrate some of the considerations that need to be made before entering a new market. International marketers must be sensitive to the local markets that they wish to enter. There have been faux pas in varying degrees over the years, and most marketers have come to understand that they must understand idiomatic language as well as they think they do. Some, however, continue to miss the point when entering a new international market. They may miss a critical cultural value, or they may fail to properly read the market segments they wish to target. The international marketing issue here is that, while international marketing has become more precise over the years, there still is ample opportunity for misstep. What international marketers can learn from the information presented here is that there are myriad considerations to weigh in making the decision to enter a new market. Bibliography lists 10 sources.
Page Count:
16 pages (~225 words per page)
File: CC6_KSintlBikes.rtf
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sensitive to the local markets that they wish to enter. There have been faux pas in varying degrees over the years, and most marketers have come to understand that
they must understand idiomatic language as well as they think they do. Some, however, continue to miss the point when entering a new international market. They may miss
a critical cultural value, or they may fail to properly read the market segments they wish to target. The international marketing issue here
is that, while international marketing has become more precise over the years, there still is ample opportunity for misstep. What international marketers can learn from the information presented here
is that there are myriad considerations to weigh in making the decision to enter a new market. Nothing New about Globalization In the
book of Ecclesiastes, King Solomon wrote that there was nothing new under the sun; everything that is has been before and will be again. Henry Mintzberg (1992) has said
much the same about globalization, that there is nothing new about the concept, only the word. As example, he uses the Singer Sewing Machine Company at the turn of
the last century. Singer had presence in nearly every corner of the world, including some highly remote regions of Africa. "Internationalizing" the
sewing machine was one thing. Standardizing structure, procedures, processes and products to the greatest degree possible regardless of local culture is quite another. These are activities and conditions
that todays international businesses must address in order to achieve the greatest degree of success that they can. Considerations Organizational Structure In Singers
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