Reference no: EM132584170

Evaluating Marketing Strategies

Most marketing communication strategies emphasize a common message. However, some companies must embrace a different strategy that essentially changes their advertising messages to fit values of certain cultures.

McDonald's is a good example of a company that tries to localize its advertising and other marketing communications to consumers in each of the cultural markets in which it operates. This effort makes McDonald's a "global" company. For example, the Ronald McDonald that we all know here in the U.S. has been renamed Donald McDonald in Japan. This is because the Japanese language does not contain the R sound. The McDonald's menu in Japan also has been localized to include green tea milkshakes and corn soup (sounds delicious!). 

Another good example of this strategy is in Sweden, where McDonald's developed a package created by using wood-cut illustrations and a somewhat softer design to appeal to the interest the consumers of that nation have in food value and the outdoors.

1. Can you recall any examples where a business had to change its marketing strategy for a specific culture or country?

2. Have you had the opportunity to see some examples while traveling outside of the U.S?

3. What are the components of a modern marketing information system?

4. What are some influential macroenvironment developments?

5. How have Google and Amazon disrupted not only bricks and mortar marketplace but internet marketing?

6. How does marketing intelligence (knowledge of your customers wants and needs) help drive marketing strategy?

7. What has Wal-Mart done well (and differently) than other companies like Target, K-Mart, Sears?

8. What does a marketing plan include?