How Global Enterprises Should Craft Their Market Message

How Global Enterprises Should Craft Their Market Message

Global enterprises refer to firms operating in several countries generating their profit in various currencies. These firms maintain different books of accounts in the various countries which are merged at the end of the financial year.

Global enterprises use various ways to craft their market message. First is by knowing the market. This means knowing the region you want to expand to and having a comprehensive understanding of the new environment (Government policies and political stability) and the gaps in the new locality. It is also important to know the most preferred mode of communication which will influence the channel to be used and how the market will respond to the marketing strategy.

Secondly, is having a marketing plan. This ensures that the firm is consistent with domestic efforts by customising the needs of various regions they intend to ventures into based on their preferences. These insights enable the firm to develop the best course of action, including marketing program goals and objectives, expansion reasons, expectations to be achieved, and how success will be measured.

Thirdly is localizing your message. This will include adjusting the message for each market by having a comprehensive understanding of cultural references, holidays and important events of the targeted regions. The tactics and platforms should be tailored to fit into each specific target region in order to create personalised marketing plans. This will help in connecting with customers in those regions. For any global marketing brand to be successful, it must incorporate local identity in its promotions.

Finally, it is important to customize your market approach. This will include building a customized experience for the targeted regions by ensuring that all the initiatives fit the audience you are trying to reach. It is important to note that what works well in one region may not produce the same result in another region. Thus, addressing the need and customising the approach of each region will successfully market the products or services. In addition, you will be required to research your specific targeted markets to ensure that the correct message is delivered and the best method is used to connect with the customers—for example, the use of social media networks like Twitter and Facebook.

A good example of a successful global marketing message is the design-driven technology for the Paris Shoe brand called Repetto. Here, innovation is associated with the brand description. (Masè, & Cohen-Cheminet, 2017). The design was revived during its declining phase in the 1990s with new inspirations, which promoted the series of stylish collections signed by renowned artists and designers. This made Repetto achieve a niche in the upscale sportswear market due to the international market

Reference

Masè, S., & Cohen-Cheminet, G., (2017). Repetto, a Paris-based craft enterprise growing into a global brand: design-driven innovation and meaning strategy. Product Innovation in the Global Fashion Industry, 113-142. Retrieved from https://link.springer.com/chapter/10.1057/978-1-137-52349-5_5

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How should Global Enterprises craft their market message? Research, find, and share an example of either a very successful global marketing message or a less-than-successful global marketing message. (Please do not use an example from the eText.) Why do you believe these did or didn’t succeed?

How Global Enterprises Should Craft Their Market Message

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