BU470 Lecture Notes - Lecture 9: Organizational Structure, Ikea, Marketing Mix
Document Summary
Exam questions: show me why this is a cultural brand and why it is a cultural brand, example: apple. Why enter global markets: brands seek global markets when: They perceive domestic saturation or local growth prospects slowing. They believe the markets are opportunities for profit due to purchase power or desirability of brands. They want to reduce costs through economies of scale. Challenges of going global: differences in consumer needs, wants and consumption patterns for products, differences in consumer response to marketing mix elements, differences in brand and product development and competitive environment. When to standardize: brand heritage is important, when meaning of brand doesn"t allow for variation, cost efficiency, example: ikea. Glocalizing brand elements: example: lays do us a flavour contest to propose flavour of contest. Most markets there was strong domestic competitors who had the ability to act more locally. Drive salience amongst males and females (a campaign for everyone: the big idea:
