International Marketing Research Challenges †MyAssignmenthelp.com

Question: Discuss about the International Marketing Research Challenges. Answer: The increasing intensity of competition in the international markets is a challenge to the companys existing at all stages of development. As markets continue to open up, the rate at which they change increases. Technology reduces the distance between consumers and suppliers and also reduces the scale economies of the large firms. Firms hence need to catch up with the trends in the market and make the best use of the information to maximize on the market share (Tse, et al. 2013). Are French wines screwed? The French wines for some time have been screwed up in the marketing sector. The French winemakers have missed out on the growing groups of consumers who are said to be looking for the wines priced almost U.S $ 12 which are readily achievable. Other competitors are using marketing strategies which are so aggressive to tap into this consumer niche (Root, 2012). French wines have faced significant issues that are aimed at protecting their brands against the new rock producers. The appellation origin Controlee (AOC) has been making efforts to preserve the diversity of wine. However, it has failed to consider the quality. Marketing of the wines by the (AOC) has not been all that productive because it has assumed that the regulations ensure some level of quality. When branding is done by the owners, they retain the incentive to maintain a high-quality product, but when it is done by the entire AOC, and then the producers have very fewer incentives to keep the high quality(Tse, et al. 2013). The appellation origin Controlee (AOC) has succeeded in preserving the diversity of wine but has substantially failed in ensuring quality .the organization has also failed for the case of cheap wines, and this has been the cause of the failure in the production of successful brands. The Australian industries have managed to come up with more affordable wines that taste fine. Putting into consideration that French makes a range of profound wine that the new world cannot easily match the company sells little brands since the commercial wine is not competitive (Berthon et al., 2012). The consumers are more likely to buy French wines if at all they were provided with the correct information either on the bottle or the shelf. However, the information is not often given by the French wines in their labeling. The French producers use graphics instead and labels as a method of promotion .they also put explicit information at the back of the bottle or on its sides. Multicultural Marketing: Why one size doesnt fit all The general population in the United States of America has grown continuously to become very diverse regarding ethnic groups. The latter has seen the wipe out of the one-size-fits-all forms of marketing. The marketer should hence apply active lifestyle and cultural as far as the ethnic Americans are concerned (Henseler Sinkovics, 2014). Having the knowledge about the presence of varying demographic groups, the marketers have found it right to put into consideration the buying power of the huge population of the ethnic Americans. The marketers have embraced the lesser focused multicultural marketing efforts. To avoid the alienation of customers, the marketers have applied the web survey efforts for protesting everything from the products to be appealing to all audiences (Craig, 2014). To facilitate the cultural adaptations, the marketer creates awareness with the aim of making the customers understand what the products entail. The latter is a good way of dealing with the problem of the language barrier in the overall communication process. Marketers should also consider timing when viewing the lifestyle variable because holidays differ according to culture and country (Root, 2012). It is humor in the way the products are advertised in some regions whereby there is the absence of language. When for example a major consumer packaged goods are brought to Africa, the labels or pictures tell it out what the good is for or else there is a direction on the usage and the type of sound. For instance, a country that has been producing food for babies and bringing them in Africa, there are pictures drawn on the goods showing kids eating that kind of food. The latter was done by high rates of illiteracy in African countries (Usunier 2013). Emirate Airlines The Emirates Airlines, during the time of world recession, ordered a new aircraft at the Dubai show which was a surprise to order such a craft and also ordered another one worth U.S $1.5 billion from Singapore. While this happened, profitability lost in the year 2001 but the company did not lay off its workers. To cope up with the situation, the services were and had been scheduled and reduced and also it has redoubled its efforts. To improve and maintain their services, the passengers have a spectacular sight for the flight view when it is taking off. The passengers can pre-book bassinets, childrens meals and also special diets. The young riders have their special check-in facilities(Czinkota Ronkainen, 2013). To extend its services, the Emirates Airlines has been involved in a two-way agreement with a given number of airline partners. The premium products offered by the Emirates are sustainable. This is because there exists some dedicated checking for all customers. There are also luxury hotels which are fitted with business conference centers whereby people can do some free shopping. There is also the frequent flyer program membership for those children aged between 2-16 years old. For sustainability, the group aids in ensuring preferential treatment that can be exchanged for rewards like books and free flights (Tse, et al., 2013). SA SA Cosmetics SA SA has committed itself to maintaining a healthy long-term relationship with its suppliers. It buys goods in bulk to increase its purchasing power. The company also manages to offer a wide selection of products at competitive prices .there is also the consideration of training to see the succession of business expansion. The company also designates a particular team of representatives to deal with customers personal relationship (Henseler Sinkovics, 2014). In doing this, the company builds a good rapport with the customers. Marketers hence encourage the consumers to live beyond their means, and this makes them face bills and some corporate scandals in the financial status. During this period, marketers opt to segment according to different demographics. These kinds of parts are not required during the recession period. A business should strive to build good customer relations that will lead to recognition of trust, and this leads to a reduction in business risk. The stocks with w ell-known brands like Colgate holds the company better during the recession hence there is always need to protect the good name of a given brand (Hamill, 2014) Trimming the budget is also advisable during downturns. The tough times will give an imperative to cut poor performers and also do away with the low-yield tactics. Managers can also mechanize ways to deal with customer deeds instead of relying on the old ways and also some new extension (Berthon et al., 2012). Conclusion To remain in the market, any multinational should be flexible and able to adapt to the changing needs of the consumer's preferences. There is need to engage in market research deeply to build more on customer relations. References Craig, C. S., Douglas, S. P. (2014). International marketing research. Chichester: John Wiley Sons. Czinkota, M. R., Ronkainen, I. A. (2013). International marketing. Cengage Learning. Henseler, J., Ringle, C. M., Sinkovics, R. R. (2014). The use of partial least squares path modeling in international marketing. In New challenges to international marketing (pp. 277-319). Emerald Group Publishing Limited. Root, F. R. (2012). Entry strategies for international markets. San Francisco, CA: Jossey-Bass. Tse, D. K., Lee, K. H., Vertinsky, I., Wehrung, D. A. (2013). Does culture matter? A cross-cultural study of executives' choice, decisiveness, and risk adjustment in international marketing. The Journal of Marketing, 81-95. Usunier, J. C. (2013). International marketing. A Cultural Approach, New York ua. Hamill, J. (2014). The Internet and international marketing. International marketing review, 14(5), 300-323. Berthon, P. R., Pitt, L. F., Plangger, K., Shapiro, D. (2012). Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy.Business Horizons, 55(3), 261-271.