분야
hwp- Globalization of companies.
- Kinds of global companies
Main part (1) McDonald
- global marketing strategy
- Localization of global industries
- McDonald’s success factors.
(2) Carrefour ; the example of the localization
- Carrefour’s standardization strategy
- Lack of understanding about Korean consumers
- Conflicts about the organization
Conclusion - The direction for companies of Korea which pursue globalization should face
Globalization has a relationship with the appearance of neoliberal in order to revive the economy after the Second World War. After the disappearance of trading walls, businesses try to set their target on international markets rather than domestic markets to increase profits. By businesses entering international markets, the world has become one community making business globalization naturally.
Globalization of Companies
1) Standardization
The definition of standardization can be divided in to two groups which are marketing program and marketing process. The standardization in marketing program is a process which product design, product positioning, brand name, packaging, selling prices and customer service programs are performed in uniform with no influence by different individual market status. Meanwhile the standardization in marketing process is a process that makes marketing plan or strategy unify.
2) Localization
Localization can also be divided in to two groups which are marketing program and marketing process. The Localization in marketing program is programs such as product design, product positioning, brand name, packaging, selling price and customer service are done accordance to the condition of market so that it can be fit into the ambience of local market. Meanwhile the localization in marketing process is a decision between headquarters and subsidiaries about whether to have centralization or decentralization when discussing plans of global marketing.
Main part Ⅰ
1. International Marketing Strategies
Recent global market conditions surrounding our industry is changing rapidly. Globalization such as the launch of the WTO, the European Common Market and the foundation of the North American free trade zone is already affecting our economy. the term 'Borderless World Market', is not unfamiliar to us anymore. In order to survive in these environmental changes, the companies must have their own unique marketing strategies.
The definition of international marketing
