Globalization

Theodore Levitt, had created a strong influence on globalisation, and since then this circumstance has been on every individuals lips. When his article, The Globalisation of Markets was published in 1983, more companies such as Coca-Cola, McDonalds and Walt Disney had followed his view of having a standardised consumer overlap. Supposedly, a standardised approach would foster mass production whence achieving economies of scale. With a standardised marketing plan, sales would escalate as a product image is created across the globe.

However, Levitts assumptions ar remove because not everyone shares the same taste, culture, customs and traditions. Furthermore, he assumes that customer necessitate and interests have become homogeneous worldwide, merely he had failed to sleep together that adaptation of the marketing mix is vital so as to satisfy the needs of the consumers in each region. People some the world still want to preserve their own heritage and culture by purchasing local products. Thus, the companies that have bypast global have changed their strategy. Levitt mentions that Coca-Cola is a global company; provided its failure has forced the company to go global but act local.



No doubt the core product is the same but the company adapts its pricing, distribution and advertising to sheath each market segment and it has 200 other brands that are popular in antithetical countries. For instance, its coffee wassail, Georgia coffee tree is successful in Japan only and the soy drink is only successful in Hong Kong but not in its home country.

Even McDonalds have to adapt its menus to suit the local taste. It unimpeachably wouldnt be able to sell the same menu in its home country to India as the culture there is different and majority of them are vegetarians. In Japan, the teriyaki sauce is added to the burgers. The company level off changes its...

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