marketing 2

Global Marketing

Concept

Global marketing is an overall marketing framework of adjusting the organization’s marketing strategies to adapt to design, distribute, maintain and modify its products in the worldwide environment. We can see it as marketing on a worldwide scale to take opportunities in the global market. The company has to perform bigger and also be responsible for its products and services around the world. It is essential for companies because if the company only focuses on a U.S. market, its target market will be limited. It is also vital to maintain competitiveness in a global economy. 

Example

Starbucks, the Seattle-based coffee shop franchise, started its international business in 1996. It opened its first overseas store in Tokyo and rapidly expanded its business to the world. Nowadays, Starbucks has more than 20,000 stores throughout over 75 countries. It has been successful with its global marketing for recreating the experience in stores no matter where on the globe. "The customer experience at Starbucks extends beyond coffee to social interaction and lifestyle." The highlight of Starbucks global strategy is creating an experience that customers cannot experience at other places. You might have noticed that every Starbucks store has a similar standardized look from interior design to drinks. The company knows very well how to attract its customers. The iconic logo and product design help the customers to recognize and remember the brand easily. Also, the brand strategy focuses on the detail of the experience that takes place in every Starbucks store. For its stores, Starbucks has embraced the unique locations and cultures in different countries. Starbucks adapts its food and beverage according to the country and the regional culture to meet the customers’ tastes.  They customize the interior design of the store to make it more suitable for local consumers. Some designs are solely based on the local tradition and culture. For instance, Starbucks in Jeju Island, South Korea, has exclusive drinks and collections inspired by the local culture. These exclusive items are inspired by the specialties of Jeju, which you cannot find anywhere else.

Starbucks has a unique promotion strategy system as well. You usually don’t see the advertisement on the traditional media such as newspapers, magazines, or posters. However, the company promotes its products by running campaigns and supporting environmental sustainability. Its reward program also attracts a lot of younger customers. Starbucks card is one of the reward programs that allows customers to promote its products. By collecting certain points or stamps, customers can receive a seasonal or regional gift from Starbucks.

Starbucks is the leading organization that shows how to successfully adapt to the local culture. It utilizes the popular social media platform to connect with local customers. In China, Starbucks has an official Wechat account which is the Chinese version of Twitter. It launched a campaign that consumers can access coupons or special promotions by scanning the QR code. Starbucks also changed its logo in Saudi Arabia to show the respect for the culture and heritage. Because the famous mermaid design is considered as “non moral” in Saudi Arabia, Starbucks changed its iconic log to a crown on waves.

Starbucks has expressed a lot of growth over the last few decades. Making the brand cross-culture and values the local customers is always the priority for Starbucks’ global marketing strategy. Its evolutional global strategy made the company become one of the world-leading beverage companies.

Questions

Can you give an example of a good global marketing strategy? Why do you think it makes the company successful in the global market?

 

 

References

Marshall & Johnston: Marketing Management

Starbucks Our Company:  https://www.starbucks.com/about-us/

Turning Starbucks into a successful brand:  https://globalmarketingprofessor.com/turning-starbucks-into-a-successful-brand/