Aug 16, · A dissertation topic must be selected based on research interests, availability of data, time limitations, and the research’s scope and significance. The following management dissertation topics are carefully shortlisted while considering all these parameters. Please review these topics and let us know if you have any queries All our academic papers are written from scratch. All our clients are privileged to have all their academic papers written from scratch. These papers are also written according to your lecturer’s instructions and thus minimizing any chances of plagiarism. We have highly qualified writers from all over the world TESLA Innovation Report. Introduction. Tesla Motors has built a reputation as an innovation-driven company that seeks to revolutionise the motor industry. The company has focused on producing battery-driven electric vehicles. The use of electric vehicles is seen as a way of eliminating the environmental impact of petrol and diesel vehicles (Holmberg, )
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Read more ». The present world business infrastructure provides numerous opportunities for business entities around the world to transcend national and regional borders and to run their operations on a global scale. The choice of an effective marketing strategy and goals regarding a company's desires are of great importance to its success. Additionally, companies that operate globally must choose whether to standardize across all its markets or to adapt or localize to each specific market.
A case study constituting Google Inc. and McDonald's was used in the current paper to achieve the purpose. Since the research is of qualitative nature, a detailed literature review was conducted, covering scholarly articles and company reports.
From the research, it is evident that various factors influence the decision of a local adaption or global standardization strategies. The current business infrastructure simplifies access to places and customers globally, as well as products, technologies, and services beyond national boundaries, abstract papers on marketing strategies of companies dissertation. Business entities exploit the increased opportunity for new markets entry, abstract papers on marketing strategies of companies dissertation.
As of consequence, more companies are operating in the global business landscape Conklin, Brand management or marketing at the global level is increasingly gaining attention of strategic management due to the significance of effective marking strategies in creating and sustaining competitive advantages Ansoff, ; Kotler et al.
Considering brands as the heart of multinational companies, businesses need to develop appropriate and effective strategies for the brand to be successful in the present competitive business landscape. Google and McDonald's are examples of companies that have adapted their strategies to meet the demand and needs of various markets in which they operate. Logically, the competitive nature of the present business landscape pushes companies to either standardize or adapt their strategies to global and local requirements respectively.
Brand management is vital component of marketing, which makes it of significance for multinational companies to develop clear goals and strategies to achieve them successfully. Consequently, the current research paper explores the concept of glocalization and its connection to the concept of standardization and adaptation in marketing literature. Moreover, it is segmented into two parts: literature review and a case study of two multinational companies employing the standardization and adaptation strategies.
To achieve the purpose of the current research paper, this section reviews various concepts surrounding glocalization and its connection to the standardization and adaptation concepts of global marketing.
A multinational brand cannot function effectively without an appropriate marketing strategy, and marketing management entails implementing the strategy of the multinational's brand Kotler et al.
Additionally, a clear marketing strategy can help the entity make strategic decision for its foreign market operations. However, developing a marketing strategy can be challenging, especially in business environment, which is characterized by many variables, including varying laws and regulation, religious differences, and cultural differences among others Brei, et al. According to it, companies can consider the target market infrastructure, political environment, and sociocultural variables when formulating a marketing strategy and decide upon the approach to be used in increasing market share and gaining competitive advantage Baroto, et al.
It implies that a business entity needs to decide whether to be adapted to a specific economy or to be standardized across economies. For example, Vodafone and Batelco have restructured their marketing strategies and have moved from locally adapted strategies to globalized standardized brands Steenkamp, et al.
Such telecommunication giants formulated clear strategies and managed to sustain value and strength their local brand during the transition to global standards.
The challenges faced by these companies during the transition were not only technology-oriented, but also socio-culturally aligned as there was a need to integrate the employees within such companies to assimilate the new marking strategy.
The common issue facing most companies in the process of developing appropriate marketing strategy in the global business landscape to create and sustain competitive advantage in the international market, is whether to globalize and standardize their marketing management or to adapt the marketing strategies to fit the needs of a specific market.
It is the basis, which explains why the given literature review will center on global marketing strategies, with a focus on local adaptation and global standardization, abstract papers on marketing strategies of companies dissertation. Globalization is increasingly becoming the most debated topic in the academic realm. According to Hudea and Papucinternationalization and globalization presents both challenges and opportunities simultaneously.
Market expansion translates to increased sales and profits Jackson, et al, abstract papers on marketing strategies of companies dissertation.
Conklin noted that one of the main reasons for business entities to globalize or internationalize in that they can gain competitive advantages in the new markets, abstract papers on marketing strategies of companies dissertation.
Other motivations behind globalization are that the process can yield economies of scale and improve scope in marketing, manufacturing, as well as research and development Levitt, ; Paik, et abstract papers on marketing strategies of companies dissertation. Once an entity migrates to the global village, it faces challenge of formulating business strategy needed to achieve competitive advantage.
Choosing a global strategy is always challenging hence it needs detailed research and allocation of appropriate resources. Hudea and Papuc pointed that any business transitioning from a domestic local position abstract papers on marketing strategies of companies dissertation an international global position must undergo various steps and adopt several instruments that allow the entity to transit towards internationalization and eventually to globalization. The authors continue stressing that for a company to achieve sustainable competitive advantage and growth in the current markets, which are increasingly becoming global and volatile, the companies must understand the diversity and complexity of global marketing.
Effectively addressing this challenge and achieving competitive advantage is not an easy process Arregle, et al. The globalization of markets is essential for multination enterprises because the process leads to improved global returns, if the entities adopt global standardized marketing strategies Hitt, et al. However, the prevailing market dynamics have induced complexities that require implementation of a standardized strategy.
While this strategy is popular among multinationals, and since Levitt introduced the theory of global standardization, there is an increasing need for formulation of localized or adaptive strategies to deal with market variations. The concept of glocalization emerged in early s, which entailed pursing global localization instead of global standardization.
Globalized business entities are among the leading advertisers globally. Interestingly, such advertisements are tailored for various markets to improve product promotion, while sustaining the product uniqueness. Such approach is effective in cases where there are fewer choices of tangible and intangible components. Additionally, there are different standardized marketing communication strategies Hotchkiss, As theorized by Hudea and Papucthe standardized approach focuses entirely on the global market.
Furthermore, there should be uniformness in brand core values or visible organizational cultural aspects. On the other hand, as the name suggests, local adaptation strategy focuses on local markets. In fact, company products and strategies are designed to meet the needs of a target market. Therefore, abstract papers on marketing strategies of companies dissertation company modifies its existing global strategies to suit various local markets.
Furthermore, environmental factors are taken into consideration under the local adaptation approach.
Standardization and global uniformity has several benefits. For instance, customers can expect the same level of customer care and quality of products of specific brand anywhere and anytime across the globe. Such approach to marketing also supports positive customer perceptions regarding a product Levitt, For example, if a business enjoys strong reputation and brand identity, as in case of Apple and Microsoft, choosing the standardized approach to global marketing tend to work for their benefit.
Positive referencing can imply a growth in sales across the world. The other advantage connected to the standardization approach entails cost reduction, which translates to economies of scale.
Additionally, standardization is more reasonable than the adaptation approach, particularly in industries where trade barriers, such as laws and regulations are reducing Iacobucci, Furthermore, implementing a standardization strategy helps entities center on a uniformed marketing mix, zeroing on a single product or service.
Consequently, there are enough possibilities for the companies to improve product and service quality. From the discussion above, it is evident that adaptation approach fails in regard to the economies of scale and expected quality. Logically, abstract papers on marketing strategies of companies dissertation, procuring customized product components or adapted raw material increases the unit cost, especially where the procurement is seasonal and small in scale.
STEP 2. Despite the numerous advantages highlighted above, standardization presents a number of disadvantages to companies. As pointed above, different markets present different needs or preferences Robertson, For that reason, selling a unified product across the globe lacks product distinctiveness. As a result, competitors are able to gain market share through customization of products and services to meet local preferences and needs of specific segment or market.
For instance, Walmart's standardization approach contributed to its failure in regard to transition from the local position to the global position easily Soni, The multinational companies faced numerous challenges while entering foreign markets, including China, Japan, South Korea, abstract papers on marketing strategies of companies dissertation, Brazil, and Germany Soni, The underlying reason is that the company maintained its United States marketing mix, marked by inventory control, low pricing, and a large collection of products.
Such standardized approach failed to synchronize in foreign markets, which had different supply chains and unique customer habits Loeb, ; Wal-Mart, In fact, Wal-Mart's failure in Germany has become a template in the strategic management and marketing literature on how not to enter a foreign market.
One of the challenges facing multinationals is that they depend on economies of scale, which is limited by the adaptation approach. Intrinsically, companies that have factories across the world need to adapt their operations to the local market regulations. For example, Apple must adapt its CSR and labor policies to match the varying requirement in the U. and Asia. In other words, the adaptation approach is beneficial where a company is obliged to tailor its operations and policies to be in harmony with trader barriers, such as the European Union and the United States.
Table 1 summarizes the advantages and disadvantages of local adaptation and global standardization approaches in global marketing. The current section analyses the marketing mix of two multinational companies, namely Google and McDonalds. In addition, the section explores the implementation of glocalization strategy in the two companies, while focusing on the levels of local adaptation and global standardization approaches to global marketing.
The two companies are famous for their market dominance and global popularity in their respective industries. A cross-industry analysis provides a detailed understanding of the two concepts, hence improving the comprehension of the two marketing concepts. McDonald's is an American-based fast food franchise operating globally. The company abstract papers on marketing strategies of companies dissertation a prime example and a template for franchising McDonald's, Even though the company was not the first global franchise, McDonald's exemplifies a franchising success, abstract papers on marketing strategies of companies dissertation.
In the same context, the company illustrates abstract papers on marketing strategies of companies dissertation significance of glocalization, particularly in the competitive fast food industry. Despite the volatile nature of the fast food industry, the company has managed to show itself as a successful global company, employing glocalization strategy.
In the context of strategic management in general and marketing management in specific, the success of the company is viewed in terms of customer satisfaction, higher performance, higher market share, stronger corporate brand, job satisfaction, and higher profit margins in comparison to its rivals McDonald's, Some of its competitors include Burger King and KFC.
McDonald's is one of the globalized companies that has managed to illustrate the benefits of both local adaptation and global standardization approach to global marketing. With over 36, outlets in over countries McDonald's,the company has effectively managed its franchise model using both approaches.
Consequentially, the company delivers consistent product branding and customer experience, while still ensuring possibilities for locally relevant menu items and service variations in various countries across the globe Koller, Additionally, the company shoots its advertisements in over 10 different languages, featuring the customized products adapted for local markets. In its efforts to sustain its competitive advantage in the Abstract papers on marketing strategies of companies dissertation, the company introduce McArabia sandwich.
Additionally, the company introduced McVeggie in India.
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Aug 16, · A dissertation topic must be selected based on research interests, availability of data, time limitations, and the research’s scope and significance. The following management dissertation topics are carefully shortlisted while considering all these parameters. Please review these topics and let us know if you have any queries The common issue facing most companies in the process of developing appropriate marketing strategy in the global business landscape to create and sustain competitive advantage in the international market, is whether to globalize and standardize their marketing management or to adapt the marketing strategies to fit the needs of a specific market TESLA Innovation Report. Introduction. Tesla Motors has built a reputation as an innovation-driven company that seeks to revolutionise the motor industry. The company has focused on producing battery-driven electric vehicles. The use of electric vehicles is seen as a way of eliminating the environmental impact of petrol and diesel vehicles (Holmberg, )
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