The Sleek Skier

Summary:
A marketer of high-end skiing attire has seen its business expand rapidly in just five years. However, consumer research indicates there may be much more potential than is being realized. The company’s president has instructed the marketing staff to analyze their business and develop a new plan with the goal of doubling sales within two years.

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Potential Discussion Topics:
retailing, internet marketing, e-commerce, data analytics, customer research, international marketing

 

 

Original Image by Zach Dischner

Global Marketing

Companies sometimes assume that what works in their home country will work in another country. They take the same product, same advertising campaign, even the same brand names and packaging, and with virtually no chance to try to market it the same way in another country. The result in many cases is failure. Why? Well, the assumption that one approach works everywhere fails to consider differences that exist between countries and cultures.

While many companies who sell internationally are successful following a standardized marketing strategy it is a mistake to assume this approach will work without sufficient research that addresses this question. In this section resources are provided to assist companies in their global marketing efforts.

Coming soon we will discuss these issues in greater detail.  For now though, we do offer links to useful Global Marketing resources as well as links to Marketing Stories.