Companies that wish to maximize growth and revenue realize that they must market outside their home country. U.S. companies that wish to achieve maximum growth potential must "go global," because 75 percent of world market potential is outside their home country (Keegan & Green, 2013).
Some brands are found in nearly every country and region across the world. Coke, for example is one such brand; McDonald's is another. Both brands and companies manage to maintain their single brand identity on a global basis while catering to a country's individual population and culture. For example, in India, Coca-Cola markets Kinely brand bottled water (Keegan & Green, 2013). Being able to "think globally but act locally" can give a firm, significant, and competitive advantage.
Research an organization based here in the USA that markets products or services to a different country or region. Be careful with your selection of organization! Some companies you may think are owned by the United States are actually not! Your textbook offers a large number of companies from which to select.
Please respond to the following questions and points:
1. Identify the name of the company.
2. Identify and describe the product or products.
3. Identify their target audience both here in the USA and in the global markets.
4. Summarize the four main objectives of their marketing plan.
5. Identify the management orientation under the EPRG framework. Justify your decision.
6. In your opinion, how does this company "think globally and act locally?"