Jane DoeOctober 14, 2016Case Study 2Mary Kay MarketingIs Mary Kay an "international firm", a "multinational firm", or a "transnational firm" as defined in this course and based on its marketing strategy? Why?To determine what type of firm Mary Kay is, we must focus on the way the company has marketed these different countries around the world. First off, we have the international firm type, which according to the text book basically acts as “an extension of the marketing strategy in its home county”[Ker14]. Reading the case study presented in the book and the section about China, Mary Kay had to adjust its marketing strategy in order to better resonate with the Chinese population, such as changing its priorities to “faith first” instead of “god first”, and focusing more on skin cream, anti-aging cream, and whitening creams versus makeup [Ker14]. This rules out the possibility of Mary Kay as an international firm that merely pushes its original marketing strategy.
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