Marketing is considered as one of the most important functions in any organization. Without right marketing, it is impossible for companies to reach wide range of customers in this globalized environment. When an organization is entering into foreign markets, the importance of marketing would be increased further. This research paper mainly deals with the international marketing strategies. When developing a global marketing strategy, companies need to look at various issues such as product offering in international market, control, production, supply management and promotional strategies.
By taking Bulla Dairy Foods as an example, this research paper provides recommendation for entry mode and multinational structure/competitive strategy. In addition to recommending competitive strategy, it provides wide range of suggestions to Bulla Daily in marketing its products in the foreign market. The paper majorly elaborates on generic Marketing Strategies, market segmentation, positioning. It also gives elaborated information global marketing strategies (i.e. recommended product offering in international market, control, production, supply management and promotional strategies) that help Bulla Dairy in attracting new consumers when entering into China.
[...] This section of the research paper provides the global marketing strategies for Bulla Dairy Foods at a place where nobody knows about the brand called Bulla Dairy. The first problem for a foreign company when entering into China is lack of awareness about products in people (Koichi, 2009). The first step in any global marketing strategy is to create awareness of the brand or product or service among target audience. No matter what the channel the company uses but the ultimate goal is to make sure the brand is reached to wide range of customers across the country, China. [...]
[...] As an Australian organization, Bulla Dairy should first evaluate the Chinese market. If Bulla Dairy completes the evaluation of Chinese market, choosing a right multinational model is not an issue. When it comes to the competitive strategy, Bulla Dairy should understand local cultures and customer preferences in China (Young, 2005). So, the competitive strategy would depend on culture, competitors, price patterns, and market conditions of Chinese market. As Bulla Dairy is specialist in producing 98 percent fat free products, it needs to use it as a competitive advantage and create a strategy to promote the products around it in China. [...]
[...] Marketing strategy of Bulla Dairy Foods, Australia Executive Summary Marketing is considered as one of the most important functions in any organization. Without right marketing, it is impossible for companies to reach wide range of customers in this globalized environment. When an organization is entering into foreign markets, the importance of marketing would be increased further. This research paper mainly deals with the international marketing strategies. When developing a global marketing strategy, companies need to look at various issues such as product offering in international market, control, production, supply management and promotional strategies. [...]
[...] Live Oak Book Company, Austin, TX Hollensen, S. (2011) Global Marketing - A Decision-oriented Approach. 5th edition, Pearson. Joshi, R. M. (2005). International Marketing. Oxford University Press, New Delhi and New York. Koichi. S. (2009). Advertising Theory and Strategies. [...]
[...] When a company like Bulla Daily is planning to enter into China, the top management has to assess several issues. It is very important to evaluate culture, purchase behavior and people tastes/preferences of Chinese people. It is also very important to evaluate market conditions of China. Taking a Dairy form to multinational level is not a small task as it needs efficient planning and effective execution of ideas. The top management of Bulla Dairy should evaluate and analyze generic Marketing Strategies, market segmentation, and positioning strategies to develop the organization as a successful multinational Dairy organization while entering into countries like China because of cultural differences. [...]
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