Strategic and Entrepreneurial Thinking
If your company's product is personal computers: do you think it would make better strategic sense to employ a multi-country strategy or a global strategy? Why?
It would make more strategic sense to employ global strategy. In the case of personal computers, consistency is key to marketing a product and its derivative systems. People want to make sure they have the same reliability in their personal computing when they go from country to country in their business travels as they do at home. Greater standardization in computing makes it easier for countries and multinational business offices to connect with one another. Business and individual persons in the global marketplace and world are seeking to branch out, and a multi-country marketing strategy supports this. The more standardized the computing system can remain over the course of technical alterations the more likely a global company will 'keep' with the product, as the nature of personal computing changes throughout the industry.
Question B
If your company's product were dry soup mixes and canned soups, would a multi-country strategy seem to be more advisable than a global strategy? Why?
A multi-country strategy is more advisable. Palates differ from country to country, and a packaged soup firm is unlikely to be able to alter this fact. The ways different nations use packet soups also differ. For example, in the United States, people frequently take packet soups to work to enjoy a warm beverage on cold winter days at the office. In other nations where refrigeration may be scarce, however, packet soup may be regarded as a household staple alone. Some nations frown on cans as shoddy goods, other nations require them if there are problems securing perishables. Also, the ways packet soups are used in cooking may differ, as in the United Southern states during hot months, it might be wise to market the feasibility of using onion soup as a dip, while market the same soup in cooler England as an inexpensive way of seasoning a Sunday rump roast.
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