Prior to beginning to work on this discussion, read Chapter 1: Introduction to Global Marketing. Make sure that you have a good grasp of the following key terms and theories:
· Global marketing
· Marketing mix
· Competitive advantage
· Product/Market expansion framework
· Driving forces affecting global marketing
· Restraining forces affecting global marketing
There is a saying in the business world that nothing fails like success. Take Gap, for example. How can a fashion retailer that was once the source for wardrobe staples such as chinos and white t-shirts suddenly lose its marketing edge? Motorola also fell victim to its own success. The companys Razr cell phone was a huge hit, but Motorola struggled to leverage that success. Google acquired Motorola Mobility but then sold it to Lenovo in 2014. Also, Starbucks former CEO Howard Shultz warned that his company and brand risked becoming commoditized. And, as noted in Case 1-3 of the textbook, some industry observers say that Apple lost its cool.
For your initial post,
· Pick from one of the six companies named above. From a global marketing standpoint, use all the six terms or theories listed above to explain your analysis of their global marketing failure or decline. Throughout your initial post, bold and underline each of the six terms and theories you use to make them easy to identify.
· If you were consulted as the global marketing expert to make recommendations to management of that company, what are your top two recommendations?
Your initial discussion post should be 250 words. Do not forget to cite your textbook and any other sources used to support your ideas. You may refer to Ashford University Writing Centers APA Style (Links to an external site.) resource.
Required Resources
Text
Keegan, W. J., & Green, M. C. (2020). Global marketing (10th ed.). Retrieved from https://www.vitalsource.com
· Chapter 1: Introduction to Global Marketing
· Chapter 2: The Global Economic Environment
· Chapter 3: The Global Trade Environment
Recommended Resource
Article
Fleishman, H. (2015, July 29). 13 businesses with brilliant global marketing strategies (Links to an external site.). Retrieved from https://blog.hubspot.com/marketing/global-marketing-and-international-business
· This article provides information about businesses with global marketing strategies and may assist you in your Post Your Introduction discussion this week. Accessibility Statement does not exist. Privacy Policy
