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Some challenges the team could face when creating an international advertising campaign would be language barriers and cultural concerns. For example Coca Cola does not advertise the same in Islamic countries as they do here in the United States. Islamic countries want their women covered up so Coca cola had to make adjustments. Some challenges the team could face when coordinating media buys be public relations and cultural concerns as well. Some challenges the team could face when hiring advertising agencies would be product information like launch date or specifications could be leaked, outsourcing advertising could be more expensive and the companies vision/mission may be misunderstand (Learn Marketing, 2018) . Some challenges the team could face when developing promotional budgets would be the time it takes to develop the budget and being under funded due to top-down budgeting. Top-down budgeting is basically resource allocation thats determined by the companies headquarters (Kotabe, Helsen, 2017 Ch 13 pg 396).
Debate whether you believe it is important to use local people (expatriates) when expanding into new countries.
Using local people when expanding into new countries is very important but this could be a good or bad decision. On the good side hiring local people gains the inside cultural knowledge and general expertise for the lay of the land. Another good reason for hiring local is the message that it sends and people tend to support their own because they feel a connection with people that look and talk like them. Local people also have a better understanding of the laws and regulations which would save the company time and money. However, just as people have done in the past (on the bad side) local people may choose to exploit and steal from the company and also create misunderstandings. Unify writes, "it may happen that expats may fail to understand the work culture at the local company. It is possible that the rules and regulations, and the working style of the host company could be different from that of the head company. These differences can create misunderstandings and result in tough situations " (Unify, 2017).
Next, describe three (3) benefits of recruiting expatriates for an organization prior to expanding into a new country. Provide support for your responses.
There are many benefits of recruiting expatriates before expanding like vetting employees is easier, the motivation level is higher, and it grows the company culturally. Vetting employees is easier because more than likely someone knows the candidate and can vouch for their work ethic which makes the interview process easier. The Relocation Company writes, "it is an enrichment of the corporate culture. International companies for example, besides being active internationally, also want to show they work with an international team of employees. In addition, it also promotes the development of employees on a knowledge and personal level. Expatriates are generally more motivated. For them it is a huge step to move to a new country and to rebuild up their lives there. They will not do without a good reason or motivation" (The Relocation Company, 2017).
Kotabe, M., & Helsen, K. (2017). Global Marketing Management. Hoboken: Wiley.
Learn Marketing. 2018. Advertising Agency Advantages And Disadvantages.http://www.learnmarketing.net/Advertising_Agencies_Advantages_and_Disadvantages.htm
The Relocation Company. 2017. The advantages of employing expats https://www.therelocationcompany.nl/news/146-the-advantages-of-employing-expats.html
Unify. 2017. Pros and Cons of Hiring Expats.
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