Challenges and opportunities facing global companies

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The product "P" of the marketing mix is at the heart of the challenges and opportunities facing global companies today. Management must develop product with brand policies and strategies on a global scale.

a)Global brands have the same name with similar image and positioning throughout the world. Explain the characteristics of a global brand.

b)Starbucks is the world's leading specialty coffee retailer and has licensed the Starbucks brand name to marketers of noncoffee products such as ice cream. Also, the company has even made forays into movies and recorded music.

Global product planning has provided extension strategies by companies in the international stage. Relates the five (5) strategic alternatives based on the Starbucks' experience.

Reference no: EM133024989

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