Beyond BRIC and The Clash 10.14.2010

Beyond BRIC and The Clash 10.14.2010 -...

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International Marketing | MARK 363 October 14. 2010
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The Clash Explored Best in Class Examples Emboldening the Renewal HBS Case Learning
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Buitoni The Body Shop Cadbury  Haagen-Dazs Hugo Boss Swatch Leaders
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The cornerstone of US advertising initiatives,  mass media is dead…not dying, dead. The media landscape is utterly transformed  and by a luck of fate, foreign marketers are  better versed in this new dialectic because of  historical context. 1. Limited and effectual mass markets 2. Rare opportunities for media to span countries 3. Prohibitively high CPM 4. Historical reliance on “nationalistic” brand building  approaches
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Senior managers DRIVE the business.  Not  young, inexperienced AEs or BMs. The  classic left/right brain dilemma.   Dame Anita’s early conclusion that advertising was a  profound waste of money directly impacted The Body  Shop’s decision NOT to use finite dollars buying ads. Nestle CEO Peter Brabeck-Letmathe worked hard to help  Buitoni bypass retailers and communicate directly w/  consumers.  This is the same company who will forever be  criticized for directly communicating with consumers  regarding baby formula, the origins of the company. 
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Identifying the depth and texture of the brand  in clear terms, helps determine if and when  alternative brand-building approaches or  media or both should be harnessed. A single, shared, cultural and organizational  embrace of the brand is what distinguishes all great  global brands. Knowing when to say no is defining.
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"Girls, when I was growing, my parents used to say to me, 'Tom, finish your dinner -- people in China and India are starving.' My advice to you is: Girls finish your homework -- people in China and India are starving for your jobs.“ Thomas Friedman The World is Flat
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The 30 year ascent of China lacks one feature  to satisfy the ultranationalists:  the  accompanying decline of the West. Capitalism is now in a funk. America has lost its peak Clinton was welcomed in Beijing as an equal. Geopolitics is now bipolar. 20M lost Chinese jobs, protests, 8% target growth?
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Population 1,321.3M GDP $3,460B Leading Markets (2007) USA 19.1% Hong Kong 15.1 Japan 8.4 South Korea 4.6 Major Exports Electrical Machinery  10.5% 9.5% 4.6% 1.0%
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Government’s priority is to support the  economy. .unemployment = social unrest. Accountability will improve Communist Party rule.
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Beyond BRIC and The Clash 10.14.2010 -...

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