Reference no: EM133508348

Discussion Post I

As the firm looks for ways to offset the domestic downturn in sales, Deborah, the CEO of your company, wants to determine if a global strategy is a good fit for the organization. She has designated you as the manager for this project. You will work with your team to develop a global marketing plan for your organization.

You begin your research in deciding if and what the global strategy should be. You get your team together and begin to discuss a plan on how you will research this possibility.

You start the meeting by saying "Let's brainstorm and start to get a plan together for a possible globalization strategy. Tiffany, I'd like you work with me to begin researching possible locations."

Tiffany says, "I think we need to research some locations, but I think there is more to it than that. There still needs to be a decision on the type of strategy or approach we are taking. Would we use a multidomestic approach, a global approach, or a transnational approach? I'm still not entirely convinced a global strategy is the answer."

"Great point, Tiffany. It is obvious to me as well that we need to explore a strategy that will put us in a better position to handle the economic downturn. We have to provide the board with the facts. They seem to be leaning in the direction of a global strategy, but I'm not sure it's the right move either. That's why we need to do research."

Domestic profit margins have dropped by 2% this quarter. You wonder how you and your team can help fix this. Is a global strategy the answer, or should the company continue to focus on the domestic market?

You call a team meeting to learn about the progress of their research.

Tiffany, one of your team members, begins the discussion. "I think we need to look at some of the internal factors," she says. "We know what our capabilities are on the domestic front, but what about in the global market? We have a fairly strong market presence here in higher-end markets, but how does that translate globally?"

Discuss the following:

Question 1. How do you define a global strategy?

Question 2. Identify a minimum of 3 possible countries for globalization. Research each of these locations in the furniture industry, and discuss both the pros and cons of including them in a global strategy.

Question 3. Of the three countries, what one country would you choose for globalization and why?

Discussion Post II

As you close your weekly meeting with Deborah, she says, "There are some very good ideas here. I would like to see you continue with a global marketing plan. We need more concrete analysis and data for the presentation. Get your team to work."

After your meeting with Deborah, you briefly meet with your team to discuss moving toward a more formal analysis.

"Tiffany and Mike, we need to provide a more detailed analysis," you explain. "You've done a great job so far looking at what resources we need and potential countries, but we need to really dig deeper on this."

Tiffany nods her head in agreement. "Definitely," she says. "We need to look at some internal variables as well as political, environmental, sociocultural, and technological environments of the countries that we are considering."

Mike interjects, "Well, that's something we should consider, but it's not the only way to analyze this type of project. This is such a big decision, and we need to give as much information as we can."
You reply, "Great point, Mike. We should look at this from a couple of different angles."

The next step in your strategic marketing plan is to determine the tools that are needed to conduct an analysis of the industry and competitors. Complete the following:

Question 1. What are two analysis tools that could be used in this situation?
Question 2. Why do you think these are the best ways to analyze the market?
Question 3. How will you use these tools in your plan?