MKTG 1110 WEB
Case Study 2
Can be Mary Kay an international, multinational, or transnational firm? According to the definition of transnational firms: a transnational company views the earth as one market and highlights cultural similarities across countries or common consumer requires and wishes rather than distinctions. Mary Kay is doing that; they are establishing their product according to the would like and needs of India. They may be using the same type of products that they are applying in China and tiawan, just small adjustments some of the items a little every now and then to fit the needs of women and guys in India. Along the lines of transnational firm a global marketing strategy would be put in place; which can be the practice of standardizing marketing activities when you will find cultural similarities and establishing them once cultures fluctuate. Moving into India, Mary Kay has, in case, changed all their marketing strategy slightly. They have create into the mass media their account as a way of describing their culture and the message or image. They have also taken up giving out considerable material to get the sales representatives to examine up on, since the brand is usually new to India and their citizens, as well as two to three days of extensive training for the product. All of this in a whole is why Mary Kay is recognized as a transnational firm.
The global market-entry strategy used by Jane Kay, in the case of India, is known as a direct conveying approach. Martha Kay put in millions of dollars to trade their locally produced items from warehouses inside India. The company would not use intermediaries when it comes to mailing their products to India, though you could consider their workers intermediaries being that they are the ones selling the product in India. As there are simply no intermediaries, Jane Kay has the benefit of attaining the most benefit from their sales in India, and now that they may be planning on trading further to develop more warehouses to spread product most suitable option gain even more...
Cited: " GCI Publication. " Jane Kay Grows in India. N. l., 27 06 2012. Internet. 13 Feb. 2015.
" Mary Kay | Standard Site. " Mary Kay | Official Site. In. p., d. d. World wide web. 13 February. 2015.