This activity is designed to introduce students to the for/against of adapting a global firm’s product mix to meet local needs in host countries. Students first review a short video and then address specific questions on international marketing.
When Proctor & Gamble first entered China they adopted a glocal strategy, whereas their major competitors adopted a multinational strategy. This approach has proven to be quite successful in the long-term, but was this the best approach?
In recent years, a number of Australian universities have expanded into international markets, usually utilizing a strategic alliance with an existing local college. But strategic alliances are designed to provide mutual benefits, is this the case here?
After significant success in the local market, the company is looking to market to the more affluent markets in Asia markets. But the question is how they should do this?
A chain of well-known surf wear stores is considering expanding to international markets, but they are unsure whether this is a good idea for their business – can your students help them decide?