Marketing Essay Example | Topics and Well Written Essays - 2500 words - 23

Marketing - Essay Example These uncontrollable elements often decide how an organisation operates - countries have different demographic attributes, tax structures, political and legal environments. Apple Inc. is one such orgabisation that has worked hard to create an image of a people oriented company and thus it has been a top priority for the company to identify with the masses and create a community (Weiss A., 2005). Challenges are immense for a global company – it faces issues like foreign exchange rate fluctuations, unstable government, shifting borders, corruption and counterfeiting. In spite of this it is a prerogative for the companies to internationalize their operations. They need to go closer to the markets they serve and take local factors of production into consideration. Multinational organisations have definite marketing objectives in mind when they venture into operations. The biggest queries center around their choice of country (which is determined by the competitive advantage, market attractiveness and risk associated with the nation), the mode of entry (different modes differ on the level of profit potential, risk, control and most importantly, commitment), and finally, the way in which the company adapts its marketing program to the local specifications. Before going into the details of Globalisation, Localisation and Glocalisation, it may be beneficial to understand how a company is faced with the challenge of adapting its marketing campaign – which involves the product(s), the marketing communication, the distribution format that the company adopts and the price at which the company decides to sell. Straight extension, product adaptation or product inventions are the strategically poised options open to the firm on the product front. It basically deals with the decision of the company to go with its existing portfolio,