Danone encountered a problem in Romania, after some items were suspected to contain damaging chemicals. The immediate marketing campaign revolved around a local star, which emphasized that the products were being safely manufactured in proper facilities and anyone who desired to see this for themselves was invited to visit Danone Romania.
Danone: Differences among the company's marketing strategies per region
The international marketing campaigns implemented by Danone only reveal slight differences, often materialized in approaches based on particular features of the market, the most common example being the campaign aimed to reassure the Romanian consumers of Danone's high quality.
Danone: Similarities among the company's marketing strategies per region
All marketing campaigns are based on a message, this being the healthy life achieved through the consumption of healthy Danone products. Even in the situations when they do not actually promote their products, they emphasize on the necessity to protect the individual and environmental health.
McDonald's: Brief company profile
The McDonald's Corporation was founded in 1940 in Sacramento, California by brothers Dick and Mac McDonald. It activates in the restaurants' industry and has a global presence in more than 100 countries. The organization operates with a total of 390,000 employees and register annual revenues of $22,786 million (Hoovers, 2008).
Company 3: Scope of operations Marketing strategy for each of the regions in which it operates
The McDonald's sales are based on impulse, rather than a rational thought. As a result, the aim of the marketing campaigns implemented by the Sacramento-based organization is to appeal to the eye and taste of the customer and generate the impulse to purchase. McDonald's marketing approach is one of the most diversified ones, at least in terms of product diversification and customization to local needs. In India for instance, they serve the Maharaja Mac, similar to Big Mac, but with chicken or lamb instead of beef; in Germany they serve beer; in Canada they serve lobster; in Norway, they serve gill salmon sandwich; in Chile they serve the burgers with avocado sauce instead of ketchup; in Greece, they serve burgers...
PURPOSE OF THE STUDY The focus of this research on international marketing and its applicability in an international context is the main contribution of this study. The addition to the literature is using the cultural framework of proportion of immigrants in the society to understand how cultural differences affect the applicability of international marketing. That is, the paper will expand on other international marketing papers to present a wider look at
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