International Marketing Strategy Assignment Example | Topics and Well Written Essays - 2500 words

International Marketing Strategy - Assignment Example A key issue for the company is the positioning strategy for the products; whether it should sustain the luxury image line or give in to modern design trends in order to broaden its target markets. This paper critically analyzes the influence of cultural environmental changes on Wedgwood's international marketing strategy in UK, Japan and USA. In the end, the paper summarizes a range of proposed strategies for the Wedgwood brands. Traditionally the houseware and specialties market, including the tableware market, has been characterized by slow yet steady market growth (Morgan et al, 2005). The compound annual growth rate for the market between 2000 and 2004 is 5.1% (Datamonitor, 2005). The market performance, respectively Wedgwood's sales have been driven by some strong consumer shopping preferences and spending patterns in several of the world's developed economies (Datamonitor, 2005). Internationally, Wedgwood operates in eastern (Japan) and western (Europe and USA) markets that have different cultural characteristics in terms of language, religion, and context in communications, values and many other aspects. For a product category like tableware that is culture-dependent, the socio-cultural aspects in Japan, United Kingdom and USA exercise key influence on local demand. These factors determine local branding and positioning and should guide Wedgwood in developing local marketing and communications strategies. The cultural elements that shape demand are grouped by Geert Hofstede according to five large dimensions - power distance, individualism and collectivism, masculinity and femininity, uncertainty avoidance and long versus short term orientation (Wikipedia, Geert Hofstede, 2006). All the three markets are masculine cultures (Wikidedia, Geert Hofstede, 2006), which reflects in more assertive behaviour, and visible search for achievements and self-expression (Wikipedia, Masculine and Feminine Cultures, 2006). The US market is characterized to be the most individualistic culture, whereas Japan is characterized by Hofstede as a collectivistic culture of the so called "community man" (Wikipedia, Collectivist and Individualist cultures, 2006). Still, social and economic changes in the Japanese society, "the end of guaranteed lifetime employment, [] and the loss of confidence in Government and financial institutions []" have shifted the collectivistic behaviour towards greater expressed indiv iduality and customization. What this means to Wedgwood is that it is increasingly facing similar demographic and cultural patterns on a global scale. Cultural changes are reflected in the need for self-expression, uniqueness and independence (Wikipedia, Collectivism and Individualism Cultures, 2006). Consumers look for products that closely fit their lifestyle and express their individuality better. Casual dining, frequent eating out, the decrease in importance

Online Start-Up Plan (MAKING MONEY ONLINE) Essay

Online Start-Up Plan (MAKING MONEY ONLINE) - Essay Example Committed to customer service, the ABC Company will offer its clients the type of service that is courteous as well as punctual. Employees of the company will as well be treated in a proficient behaviour with a satisfying working atmosphere along with fair compensation. The ABC Company wants every customer to feel as though he or she has gotten a first class service at a bargain price. Objectives 1. To offer a extensive variety of commodities at affordable prices 2. To attain a good profit margin during the first year 3. To attain a modest net profit by the end of second year 4. To be a dynamic as well as vocal member of the society, and offer constant re-investment by means of contribution in community actions as well as monetary involvements Keys to Success In order to achieve something and to attract more customers in this business the ABC Company must: 1. Sell an extensive collection of products 2. Offer products and service in a manner that give 100% satisfaction to the customer s 3. Be an dynamic part of the society 4. Promote input from customers The E-Business Model The business model used by the company is affiliate marketing. Affiliate marketing (Lindahl & Rozek, p. 76, 2010) has been a very successful business model and there are many reasons for this. One does not have to have the personal product; there are little funds needed for getting started, and the vendor takes care of all the issues. Another positive part of affiliate marketing is that there are a lot of products and services you can pick from market.  For any interest, passion, or area in which someone has knowledge, there are products and services he can advertise, which makes it more appealing (Lindahl & Rozek, p. 109, 2010).  The first step company should take is to choose a suitable niche. By choosing a niche, it will be much convenient to write articles, web pages, blog posts, as well as other content essential to endorse the product. Therefore, in general it makes a great internet business model. The difficulty is that, like some other online business, it does need a large amount of time as well as dedication to make a start. However, once up and running the attempt is worth it. Nonetheless, as with any business, there is no such option of ‘getting rich quickly’. You are required to put in the time as well as effort in order to start getting benefits (Lindahl & Rozek, p. 76, 2010). Operational Issues Two significant chores facing risk managers are decisions regarding the assessment of loss and risk financing. In the quantification of risk or financial impact, sophisticated risk models can support if the correct efforts, as well as indicators are provided. Loss as well as denial of service will call for a business impact analysis in addition to the development of a network stability plan to correctly measure the potential for financial loss and lessen the severity of such a loss. Other risks will need significant evaluation if public records asso ciated to cybercrime and cyber attacks has been mainly subjective or based on unknown surveys. In addition, estimations of possible losses associated to Internet-based technologies must take into consideration the developing and indecisive universal legal and regulatory setting. Risk evaluations based only on direct revenues from