As we mentioned in our first blog post, international market communication extends beyond advertising; it also encompasses tactics like branding and packaging. A company can bolster the effectiveness of these tactics by following a process that includes cultural research, perception assessment, and subsequent standardization or adaptation. Starbucks adopted this process in order to improve the […]
Author: Arianna and Virginia
Similar to many large businesses, McDonald’s uses an integrated international market communications approach to ensure the consistency of their brand and messages worldwide. They have developed a “think global, act local” strategy to help meet the cultural needs of each of their consumer segments. This strategy allows them to leverage advantages of a combined globalization […]
Nike uses a strong promotional market communications mix to reach its target consumers in the global athletic apparel industry. They leverage the 4 P’s (product, promotion, place, and price) to attract both existing and new customers. Similar to other large businesses, they use an integrated marketing approach to strengthen their brand image through the use […]
Disney uses an integrated marketing communication strategy to create a unified message throughout all of their global operations. Integrated marketing communication involves the process of ensuring that all marketed goods and services contribute to a brand that remains consistent and relevant to the consumer over time. To ensure a consistent message to their consumers, they […]
The fundamental key to approaching international marketing is understanding that the strategies employed in domestic marketing operations are also applied in foreign marketing operations. This concept itself may appear simple, yet its execution proves to be complex, particularly when examined through the lens of international market communications. At its core, market communication encompasses the tools […]