s the firm looks for ways to offset the domestic
downturn in sales, Deborah, the CEO of your company, wants to determine if a
global strategy is a good fit for the organization. She has designated
you as the manager for this project. You will work with your team to
develop a global marketing plan for your organization.
You begin your research in deciding if and what the
global strategy should be. You get your team together and begin to discuss a
plan on how you will research this possibility.
You start the meeting by saying “Let’s
brainstorm and start to get a plan together for a possible globalization
strategy. Tiffany, I’d like you work with me to begin researching possible
locations.”
Tiffany says, “I think we need to research
some locations, but I think there is more to it than that. There still needs to
be a decision on the type of strategy or approach we are taking. Would we use a
multidomestic approach, a global approach, or a transnational approach? I’m
still not entirely convinced a global strategy is the answer.”
“Great point, Tiffany. It is obvious to me as well
that we need to explore a strategy that will put us in a better position to
handle the economic downturn. We have to provide the board with the facts. They
seem to be leaning in the direction of a global strategy, but I’m not sure it’s
the right move either. That’s why we need to do research.”
Discuss the following:
·
How do you define a global strategy?
·
Are there other international strategies, and how
do they differ?
·
Identify a minimum of 3 possible countries and
location options for globalization. Research each of these locations in the
furniture industry, and document both the pros and cons of using these in
global strategy.
·
What country would you choose? What evidence can
you provide in support of your choice?
·
What evidence might somebody else, who does not
agree with you, provide to support his or her choice?
·
What could you tell somebody else to show he or she
is wrong?
