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consumer behaviour

 

            
             What were the flaws in the global marketing strategy that contributed to the experiments failure? Did the global campaign have any good points?.
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             Good Points*the world wide theme slogan could be translated into any language without loosing any translations.
             Bad Points* Odone Levitt stated that people everywhere wanted to buy the same products and live the same way, this is untrue as people from different countries have a different outlook on life and different cultures, adverts also don't have the same affect in all countries sometime the advert keeps its meaning in a different translation or it may not make sense at all. Keep all adverts simple and to the point, the message should be visual with short text. Managers would also have to take into account when exporting how the foreign currency transactions are performing. Getting out of the high priced end of the market, which accounted for 65% of all sales, was a major mistake.
             Question 2.
             To what extent do you think the various managers in the countries in which parker pen sold its products would be motivates to follow the global stratorgy? Whatsteps would be taken to gain the backing from managers from around the world?.
             Internally the company struggles to exist because some managers and other staff could possibly loose their jobs and be demoted in the glossary strategy, There fore if you think you are going to loose your job you are going to fight the change and carry on as per usual to try and keep the company a float as it was before! The case study explains that the strategy was rigidly enforced where people were pushed around and this obviously the not the way too implement a new working structure within the company. Steps in which to take to ensure all the managers are going to be enthusiastic are make them feel needed like they are actually needed and there actual work is going to improve proceeding within the company, make them work towards a goal, maybe give them a bonus at the end of the task or large recognition within the company.


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