Maybelline New York is not only the #1 cosmetic brand in America, but it is also among the top 10 cosmetic brands in the world. Maybelline has become a multinational company, offering a great variety of products to over 129 countries. Australia, England, France, Germany, Finland, Poland, China, Japan, Korea, Thailand, Brazil, Spain, and Portugal are just a few of the countries where Maybelline products are sold.
Multinational companies with a market-orientation, must provide consistency in their products to all the countries in which they are available. Consumers are usually inclined towards making purchases based on the things they hear, see, and experience about a particular brand or product. Today's technological and communication mediums such as social networks, allow for the increased familiarity with Maybelline's products across national borders. Most multinational companies like Maybelline, practice global marketing standardization, which entails the production of uniform/standard products that are sold the same way in every country. However, variation is also very important to a successful global marketing approach. Variation is especially important to companies with a market-orientation, since the needs and wants of their target markets are highly emphasized upon. Although the markets in the world have become more alike, there are different external environmental factors for each country, such as culture, language, religion, the economy, values, etc. Therefore, multinational companies must find a balance between standardization and variation in their marketing approach in order to profit in foreign markets.
Multinational companies with a market-orientation, must provide consistency in their products to all the countries in which they are available. Consumers are usually inclined towards making purchases based on the things they hear, see, and experience about a particular brand or product. Today's technological and communication mediums such as social networks, allow for the increased familiarity with Maybelline's products across national borders. Most multinational companies like Maybelline, practice global marketing standardization, which entails the production of uniform/standard products that are sold the same way in every country. However, variation is also very important to a successful global marketing approach. Variation is especially important to companies with a market-orientation, since the needs and wants of their target markets are highly emphasized upon. Although the markets in the world have become more alike, there are different external environmental factors for each country, such as culture, language, religion, the economy, values, etc. Therefore, multinational companies must find a balance between standardization and variation in their marketing approach in order to profit in foreign markets.
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