Discussion 7 : Global Marketing Management

Discussion 7

"Global Communication Strategies, Advertising, and Sales" Please respond to the following:

· Messaging is a primary function of marketing. Furthermore, creating effective advertising content and selecting the right advertising platforms is a key objective for getting the right message to the right target audience at the right time. Suggest two (2) additional challenges a global marketing team may experience when creating international advertising campaigns, coordinating media buys, hiring advertising agencies, and/or developing promotional budgets.

· Debate whether you believe it is important to use local people (expatriates) when expanding into new countries. Next, describe three (3) benefits of recruiting expatriates for an organization prior to expanding into a new country. Provide support for your responses.

Response 1 (David) :

"Global Communication Strategies, Advertising, and Sales" Please respond to the following:

Messaging is a primary function of marketing. Furthermore, creating effective advertising content and selecting the right advertising platforms is a key objective for getting the right message to the right target audience at the right time.

 

Suggest two (2) additional challenges a global marketing team may experience when creating international advertising campaigns, coordinating media buys, hiring advertising agencies, and/or developing promotional budgets.

When it comes to advertising campaigns. The possible challenges faced would be budget, shared vision, and targeted goals. The foreseeable issues with media buys would be choosing the right platform, copyright, and price.

The possible issues with hiring an ad agency would be communication, proven success, and trustworthiness. We would want to make sure we are receiving the correct charges for their services.

Debate whether you believe it is important to use local people (expatriates) when expanding into new countries. 

It is very important to recruit and use expatriates. They provide key insights into removing variables before making ethnocentric decisions. These people are linchpins and are a very valuable asset to the company.

Next,  three (3) benefits of recruiting expatriates for an organization prior to expanding into a new country. Provide support for your responses.

There are many benefits to hiring expatriates in the newly expanded country. Three benefits that would make expatriates a valuable resource would be location, familiarity with the culture and language and lastly primary research. Location is very important when trying to expand into another country. Traveling from said country to said country can become very expensive and timely. Hiring a trusted expatriate gives you eyes and ears directly into the market and culture. It provides quick access and slows down delays.

Familiarity with the culture, customs and taste are important. The company needs to make sure that the product is desired and that it fits in with the current culture. Expatriates that live amongst the people, will have better insights into the needs, wants and desires of the local market that they’ve moved too.

Primary research with direct feedback and clarity of how the product/service is performing. They will be able to provide information for things that may not translate on the PNL or any other data list. Expatriates will be able to determine additional types of areas such as behavioral and Psychographic. For example, the product could not be doing well doing to Benefits sought, Interest, values, and lifestyle. 

https://sumo.com/stories/behavioral-segmentation

https://www.mediaocean.com/digital-marketing-guide/media-planning-buying

Response 2 (Edwin) :

Suggest two (2) additional challenges a global marketing team may experience when creating international advertising campaigns, coordinating media buys, hiring advertising agencies, and/or developing promotional budgets. While creating international marketing campaigns, coordinating media buys, hiring advertising agencies and/or developing promotional budgets, global marketing teams may experience various challenges such as; first, identifying persons, it is always difficult for marketing teams to identify the right persons who would wish to use the product in such an area. In this case, it is always known that every region tends to have its products that people like purchasing, therefore, the marketing team may be required to make a campaign for the products that are in line with the that area's market (Svante, & Göran, 2009). Second, budget, agreeing and getting on the estimated budget while carrying out a marketing campaign on international countries may be tricky and time-consuming. To avoid this problem, the marketing team is required to have a history of the costs in other regions while dealing with local markets (Svante, & Göran, 2009).   Debate whether you believe it is important to use local people (expatriates) when expanding into new countries. While expanding in the global market, the knowledge of employees is always an important factor in the success of the business. For this paper, we shall debate the importance of using local people when expanding into new countries. In this case, I believe it is of more important to employ the local people while expanding into new countries because the locals always have a general knowledge concerning the market in the areas which may not be the case for the expatriates. Further, the local people always have a general knowledge concerning the purchasing habits, language, culture in the local areas which gives them an upper hand as compared to using expatriates. Therefore, I strongly believe that local people are the driving forces towards the development of an organization when expanding into new countries (Svante, & Göran, 2009).

Next, describe three (3) benefits of recruiting expatriates for an organization before expanding into a new country. Provide support for your responses. In most cases it is required for an organization to recruit expatriates while expanding into a new country because of the following benefits; first, the employees always have deep knowledge about the organization's policies, culture, systems, and products. This helps in the proper operation of the organization (Svante, & Göran, 2009). Second, expatriates are always motivated to perform business operations. as only best-performing employees are recruited into new international countries, they are always motivated to get used to the new environment and build their lives (Svante, & Göran, 2009).  Third, expatriates possess the same practices which help the organization to save its time on training new employees about the rules and regulations of the organization. But the experts who have been in the organization for several years will be able to uphold the company's practices and values despite the location (Svante, & Göran, 2009).

References

Svante, A. & Göran, S. (2009) Global Marketing: think globally and act locally, Lund:  Studentlitteratur ,  ISBN   978-91-44-05555-8 .