Market Leader Upper Intermediate Unit 2

how can products be designed to be suitable for international markets well basically there are two different strategies there's one strategy where you have one product and you sell it all over in the same format and there is another strategy where you try to adapt your product to the different cultures to different countries that you're in and I would like to show one example of a company who is really marketed one product concept for the whole world and that is the one Cafe company and this product is actually selling all over in the same format and

it is a small company it is based in Denmark and in Sweden so it is a company which is a kind of born global this means that it is getting into the global markets very fast and it is doing this by setting up production in Uganda in Africa and then from there it tries to sell in other countries of the world so by setting up for instance a website from where they also sell these coffee products they can sell to all kinds of hotel chains and to airline companies and to different retail chains so this

would be an example of a global product concept and of course then there is the other situation where you have to adapt to the different cultures that you're in so you have to adapt to the cultural traditions in China if you're going to China or to India and that means that you have to adapt your product and your Concepts your communication to the culture you're in and to the different environmental environment that you face and that means that you have to adapt all levels of the marketing mix to the different regions and the different countries

that we're in and that can be done in in different ways but basically again two different strategies one strategy where you have one product for all Global markets and another strategy where you go into different markets with different product Concepts I'd like to mention another global company that will do one product concept and for instance the soap brand locks is one example of a global brand that will sell all over but actually most brands in the world are local brands most people don't realize that but that is actually the case so most brands that you

buy in retail stores in global markets are manufactured for local markets how can people be trained to be International marketeers of course people can learn on the job one minute they may be asked by the head of marketing go away and develop a global marketing strategy we want to enter X country and therefore they may learn by doing we wouldn't necessarily say that it is the best way and certainly since 2007 what we've done is to work very closely with Ashcroft international business school at Anglia Ruskin University and with our Global faculty and with our

Global advisors in shaping a new curriculum that enables marketers worldwide to have the latest practices the latest knowledge and techniques to enable them to become International marketers and and the way we've also looked at doing it is to ensure that we enable really Global relevance but real world learning so there are no exams for this program it's purely based upon work-based assignments so our students are asked to write a report develop a business plan develop a presentation write a webcast present an internal briefing paper just as they would do in the workplace because we know

in talking to employers worldwide that they want marketing professionals that have the capabilities and skills required of today's demanding Global business environment