It is quite interesting to think about what falls into global category, and what fits better into local category. On Chapter 13, page 383, we see an example of Coca-Cola Corporation. Although they sell their products across the globe, they realize the importance of developing products that local people would be willing to appreciate. I honestly believe that one of globalization’s roles is “bring nations together”, instead of imposing standards of right or wrong.
“According to the marketing professor Fuat Firat, globalization is not a uniform and universalizing process but a fragmented set of lifestyles, products, and consumption patters – typically North American – across the globe.”
In Brazil, for instance, barbecue is a serious tradition. However, Brazilians usually do not use the famous A1 on barbecues because it is not something we enjoy; On the other hand, Brazilians love Tabasco Pepper Sauce, produced by Mc. Ilhenny Co., on barbecues. By these ordinary examples, I want to address the fact that if companies such as Kraft Foods need to come up with some product that satisfies people in general, instead of just imposing whatever is successful in other parts of the world. Apparently Kraft understands it, because Brazilians consumer several other products they produce. “Some businesses acknowledge that globalization does not (or should not) necessarily homogenize tastes”.
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2 comments:
Understanding the market is very important in globalization. It would be rather silly to try and sell parkas to residents living in the Caribbean or bikinis to those living in the Artic.
Within each country, there still exists different cultures, norms, and practices. It would be very foolish to believe that a product could a "one size fits all" for such different individuals. Even commercials need to be carefully reviewed and screened to make sure that there is no accidental offense.
This is where communication becomes so important in globalization. Companies need to find out how to effectively target their consumers and also gather the data they need.
You make a very important point, understanding global markets is very important. Doing market research and understanding the local culture should be the first step in doing business in other countries.
There are plenty of examples which show how not understanding culture or language causes issues. For example some people claim that " The Chevrolet Nova sold poorly in Spanish speaking nations because its name translates as "doesn't go" in Spanish." There might always be debates on whether the real cause is that or not, but companies should never get themselves into such situations. There are some other famous blunders like Pepsi ad campaigns in China etc.,
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