The new Barbie movie by Greta Gerwig is arguably a Millennial’s dream come true. Starring Margot Robbie as Barbie and Ryan Gosling as Ken, the film has been making waves on the Internet ahead of its release on 21 July 2023, particularly as a new trailer and set of posters launched for the movie. The Barbie marketing […]
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Croissant Craze!
Croissant, anyone? The food scene has had its fair share of trendy foods, and the latest food item buzzing around online is the “Suprême”, introduced by Lafayette Grand Cafe and Bakery in New York City last year, or also known in other places as the “spiral croissant” (Wells, 2023). With flaky layers assembled in a […]
A Fashionista article highlights the importance of cultural sensitivity in global marketing and international market communication, even in the global high-fashion world. They discuss the controversy surrounding Dolce & Gabbana’s offensive ad campaign in China and how the brand is still “making a years-long push towards reconciliation and rehabilitation following a 2018 racist incident.” The […]
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Build-a-Bear CMO Shake Up
Build-a-Bear, the popular custom stuffed animal experience, has a new CMO! With 400 locations worldwide, plus licensing deals with certain stores in Asia, Build-a-Bear is a well-known international brand. Julia Fitzgerald will be taking over as Chief Marketing Officer; with previous experience at companies such as Sears and Hallmark, Build-a-Bear hopes to bring a fresh […]
Ikea is a global Swedish furniture company known for its affordable, stylish, and easy-to-assemble home decor products. As of February 2023, they have 460 stores in 62 markets. Although this organization participates in the global market at such a large scale, it has had instances of translation problems, which we can use to discuss International […]
Many of us may know actress Sydney Sweeney from her roles in “Everything Sucks!”, “The Voyeurs”, “White Lotus”, and the award-winning “Euphoria”. But did you also know she has a love for fixing up old cars? In February 2021, Sweeney purchased her “vintage dream car” (a red 1969 Ford Bronco); however it wouldn’t start up […]
Chick-Fil-A is to be the newest American fast-food chain wanting a piece of the international pie. As the rise of chicken sandwich-based restaurants has exploded within the United States, Chick-Fil-A, the most profitable chain, hopes to branch out with a multi-billion-dollar expansion into Europe and Asia. There are over 2,400 locations within the United States […]
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International Pricing
Expansion into international markets requires a revision to the pricing strategy. Pricing strategies are the ways in which businesses set prices for their products or services. It is one of the most relevant elements of the marketing mix We will now explore the different pricing strategies. The three that we will explore are skimming pricing, […]