Managing International Business Enterprises Essay

Managing International Business Enterprises - Essay Example According to Wooten (2011) marketing managers need to effectively communicate the unique linguistic preferences up front to the translation companies so that the translation does not dilute the brand. The important thing in translation is to retain the original key brand message and tone as closely as is possible. The article proposes that companies need to work with professional linguistic translators whose native language is the target language. This article’s key message is concise and well-illustrated. Maintaining a brand’s image and meaning once a company decides to go global is both a product management and promotional strategy issue. Central to this move into the international market is the role of marketing managers. Marketing managers need to closely work with language service providers so as to effectively convey their brand messages. This will also call for flexibility and foresight since the translated names should also cater for brand growth. An example o f this is Coca-Cola’s translation â€Å"K’o K’ou K’o Le† was coined several decades ago yet its literal meaning â€Å"happiness in the mouth† is very much applicable to its present day â€Å"Open Happiness† campaign.

Ikea Case Study Example | Topics and Well Written Essays - 250 words - 2

Ikea - Case Study Example For this reason, IKEA focuses on the market segment where these customers are identified. This creates a remarkable point for IKEA to continously formulate promotional communication that would entice the benefits that these target customers desire. The firm’s targeting strategy is therefore concentrated. Concentrated targeting strategy allows marketer to facilitate promotional message and direct it to a single and specific market segment (Pride and Ferrell 181). This makes IKEA dynamic in its attempt to create competitive advantage in its industry. To reach this competitive advantage, IKEA uses psychographic variables for segmenting consumer market. Psychographic variables pertain to lifestyle, attitudes and personalities (Reid and Bojanic 136). It is clear based on the case that the firm uses the idea it has about the consumers’ attitudes, lifestyle and personality when it implements its targeting strategy. Furthermore, to enhance this strategy, the firm also incorporates the behavioral and benefits variables. Behavioral variables include the actual behaviors of the customers which could become the basis of what service to offer them (Reid and Bojanic 137). This leads to its emancipation of additional service thru its cavernous stores for hungry customers. In addition, IKEA clearly tries to win its target customers by offering them the benefits of their products. Benefits are very important because they could help the firm in its identification of appropriate information to use to its target market (Reid and Bojanic 13 9). As a result of the above marketing strategies, IKEA today has become the leading home furnishings brand in the world with 330 stores in 40 countries and having dynamic actual and online interactions to its customers with around 154,000 co-workers (IKEA). It has aggressively expanded from its humble