using one specific multinational enterprise with wich you are familiar, examine the ways in which it has used the international marketing mix in its overseas operations. explain the reasoning behind the choices it has made. suggest any changes it might ma

1 . Introduction

The era of globalisation was started by Multinational Corporations (MNCs , huge business behemoths that realised the potential of markets outside their home countries and went to distant parts of the globe for sales and profits . These business organisations , mostly joint stock companies , headquartered in the USA , UK , Western and Northern Europe and East Asian countries like Japan and South Korea , set up operations in numerous other countries , either as wholly owned subsidiaries or through companies with local equity participation

The British and Dutch East India Companies can be properly termed

as the first MNCs to come into existence . Over the years , many of them became huge enterprises , with revenues larger than the GDP of mid-sized nations . In fact , 51 of the 100 largest economies in the world are MNCs British Petroleum , General Motors , IBM , Citibank , Coca Cola , Nokia , Sony and McDonald 's are just a few examples of large MNCs with global operations

The growth of MNCs to their current dominant position in world affairs is a direct outcome of their successful business and marketing strategies in different countries . The success of these companies depended upon the competitive edge they were able to establish in the new markets . The primary determinant of the level of competition in a market is the number of competing business firms and the ease of entry and exit of firms into and out of that market . Some product markets have few barriers to entry and many competing firms . Others have significant barriers and , consequently , few competing firms "Powerful competitors and rapid technological change have made the quest for competitive advantage more difficult and its accomplishment less sustainable HYPERLINK "http /www .questia .com /PM .qst ?a o d (Lyon , and Ferrier ) Enormous and sustained thought and skills are being put in by business organizations into analyzing what is required by customers , as also on methods of satisfactory delivery to obtain and maintain competitive advantage . Customers want more of everything they value If they value low cost they want it lower . If they value convenience they want it easier and faster . If they look for state of the art , they want it first and want to push the envelope . If they need expert advice they want more time and dedicated effort and investment (Sidorowicz R 1

Companies adopt various ways to become more competitive . Companies that face the same opportunities and challenges often respond to them in different ways , depending on their competitive strategic posture HYPERLINK "http /www .questia .com /PM .qst ?a o d (Zahra ) Some companies simply focus on operational excellence and strive to offer quality , price and ease of purchase . They concentrate on execution and guarantee standardized products and services at low prices . Others concentrate on knowing the customer intimately and work on close and long term relationships

It is the objective of this assignment to study the working of one multinational corporation which has used the international marketing mix in its overseas operations and established a strong competitive edge in its...