The marketing mix elements that are employed should be focused on global as well as local aspects. In the case of companies that want to sell their brands internationally it is significant that the marketing incorporate demands of the local segments of consumers (Knight, 2000). The local consumer choices, preferences, cultural differences, and more will need to be considered. The impact of these local elements will affect how successful marketing is. This essay will discuss three organizations that have been successful in the market place because of their effective application of international marketing theories which are McDonald’s, Drakkar Noir-a L’Oreal product and Hello Kitty. The essay then compiles three organizations whose marketing strategy for a time period in the international business was unsuccessful; these are Lego, Parle, and ResMed. Each of these businesses are analysed for key marketing element failures, like non-recognition of consumer needs, product concept and more.
1) Product design and Customization, and 2) Localized Advertising has served as an important marketing point for McDonald’s. McDonald is a food chain, which had its headquarters in Oak brook, Illinois. By adopting a marketing strategy that is focused on localization McDonald has been able to keep global standards and meet local requirements. Hollensen states that products like McDonalds being a new wave of US cultural Imperialism.
McDonald in Japan: In Japan the first McDonald’s was opened in 1971. Fast food in Japan during the 1970s was just noodles or miso soup (Hollensen, 2011). With the establishment of the first McDonald’s restaurant, the company started producing and marketing foods that are more culture oriented. The Chicken Tatsuta, the teriyaki chicken, the Teriyaki Burger and the Japan Hamburger were created.