Introduction and Overview
Reasons for Working with a Single Global Advertising Agency
Marketing Plan for Krispy Kreme Donuts in Japan
Standardization in the Marketing Mix
Conclusion and Recommendations
Here are the questions that will be addressed during the presentation. Keep this in mind as you write the overview and introduction for the assignment. I have also added the powerpoint presentation on some of the items that were already completed for your overview.
Questions:
· Several advertising agencies have expanded their operations to the global level so that they can offer their services on a worldwide basis. Discuss the reasons that Multinational Enterprises (MNE) might prefer to work with a single global advertising agency rather than a series of local or regional agencies. Explore the challenges advertising agencies face when they choose to offer worldwide services.
· Identify a popular local product that is not widely available in another country besides the United States, Canada, and Mexico. Pick a country and develop a simple marketing plan for the product in that country. What alterations might have to be made to the product or its packaging for it to succeed in the target country? How should they distribute the product? What about pricing? Is there a large potential market for the product in the target country? Why or why not?
· The five elements in the marketing mix are (product, pricing, promotion, branding, and distribution). In which of these have Tommy Hilfiger’s or McDonalds or Coca-Cola operating practices been the most standardized globally? Explain why this has been possible and desirable.
