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Jericko Malaya Prof Gamboa Prcis # 2 The Globalization of Markets

In recent years, globalization is the major theme in every debate of international marketing strategy. The philosophy of Global products and brands, supported by professor Theodore Levitt of Harvard, says that in a world of growing internationalization, the key to accomplishment is the development of global products and brands, in other words, an emphasis on the marketing of standardized products and brands globally. Wider the companys global reach, the greater the number of regional and national preferences it will encounter for certain product features, distribution systems, promotional media for me, this idea is perfectly represented by Puregold. Ask people to give you their opinion about Puregold and you are likely to get lots of different responses. They may talk with enthusiasm about the "always low prices." or they might talk about the impact Puregold had on small businesses in their community when the first store arrived. With Puregolds low prices and undeniable presence in every city, it closely resembles the Wallmart effect in the USA. One key note of the article is the Hedgehog against the Fox where it is theorized that company should focus on one great thing that is seen from all nation rather than adopting to the differences between them. I dont fully agree with this because culture is very difficult to remove or erase from the equation. It is deeply rooted to every individual in every nation. A notable failure for disregarding local sentiments is Procter & gamble. They blundered while trying to sell Camay in Japan. It aired a popular European advertisement showing a woman bathing. In the ad the husband entered the bathroom and touched her approvingly. The Japanese however considered such behavior to be very inappropriate and in poor taste for television. There are however some successes with this idea, like Apples product line. The ignoring of racial & religious sentiments can also backfire badly for companies. Muslims in Dacca, Bangladesh went on a rampage, ransacking shoe stores because they mistook the Thorn Mcan logo on some sandals as the Arabic character for Allah. they thought that the western company was denigrating the religion. Police were called in to stop the rioting and at least one person was killed and fifty injured. Globalization cant be fool proof when we follow the blueprint as told by professor Theodore Levitt. A company should still account for different national characteristics rather than just focusing on lowering the price of its merchandise even with a standardized quality.

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