This report is going to present the importance of globalization in today's society. I will try to answer your question like should our company try to enter the global market? Globalization is an incontrovertible phenomenon that can't be overridden. "The world needs and desires have been irrevocably homogenized", mentioned Professor Theodore Levitt in the 1980's. This report aims first at exposing the importance of globalization and its pros and then at setting out the cons and what we should be aware of, in order to determine if our company should be global or not. The world has become a "Global Village" with the increase of trade. As a matter of fact, lots of rival foreign companies enter our market and acquire our market shares.
[...] - Then, being on the global market teaches how to be more competitive, and allows meeting new knowledge, skills and ways to produce. - It also helps to share the risks. The more we are present in many countries, the more we will stabilize our sales, if not increase them. For instance, if a recession occurs in a country, it is possible to catch up with the damages thanks to the other countries. - Additionally, it avoids the market seasonal fluctuations. [...]
[...] It is essential to bear in mind that every country has its own way of thinking and its open- mindedness. It is hence indispensable to adapt the ad to the culture and the sensibilities of local customers. The least error may harm the company's image for ever. The best advices to create a global ad are to use simple and straightforward message (easy to remind), and the universal language of image and music. This would lead to additional costs as for advertising though. [...]
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