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Going Global, Acting Local - Communicating Global Brands to Global Markets

In: Business and Management

Submitted By n00bykeeper
Words 2785
Pages 12

Going global, acting local - communicating global brands to global markets.

Student Id : W12030873

Program : International Business management (Year 4)

Course Code : IBM1BNN01A

Module Code : MK0389

Word Count : 1997

Dead Line : 13/05/2013

Contents page

Introduction 3
PART A: Promotion and Branding in Global World 3 Standardized and Localized Strategies 4 Case Study: Nike 5 Case Study: PizzaHut 5 Discussion 6
PART B: Future Environmental issue 6 Changing Social Trends 7 Case Study: Nike 7 Case Study: PizzaHut 8
Conclusion 8
Reference List 9


With the growing pace of globalization, companies’ marketing departments are faced with a substantial challenge of designing successful marketing strategies promoting their products and services (Keller, 2010). The ongoing academic debate has pointed out the tension between standardization and localization practices (e.g. Whatley, 2012). While the benefits frequently associated with the standardization practice revolve around the promotion of a single consistent message to the global market (Aaker, 1991), the localization paradigm emphasises the particular differences between individual markets and thereby the need to adapt marketing strategies to suit the needs of the local population (Gillespie, Jeanner & Hennessey, 2010).

The aim of the presented paper is to critically investigate the promotion and branding strategies pursued by global organisations. The key focus is put on the examination of their relative effectiveness and two case studies are used to demonstrate the validity of the theoretical underpinning. Nike Inc., a sportswear and footwear retailer, and PizzaHut, a chain of fast-food restaurants, are therefore used as examples of companies in a…...

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