Friday, May 10, 2019
International Marketing Essay Example | Topics and Well Written Essays - 3000 words - 3
International Marketing - Essay ExampleOne of the main objectives of the union is to promote healthy diet for the betterment of the society and community. Kelloggs cereal is manufactured in more than 20 countries in the world and is marketed in more than 180 countries of the world (Kelloggs, 2013j). The family is headquartered at boodle and the largest factory is situated in Trafford Park. Kelloggs was formed by W.K. Kelloggs in the year 1906 (Kelloggs, 2013c). Kelloggs maintains a diverse workforce and believes in promoting a healthy work environs (Kelloggs, 2013f) for successful pass completion and attainment of goals (Kelloggs, 2013d). In the year 2012 Kelloggs was considered as the worlds second largest snack company after Pepsi Co Ltd by acquiring Pringles Potato chips from Procter &Gamble for an amount of $2.7 million (Kelloggs, 2013k). The company has been offered some(prenominal) awards for delivering excellent performance and high quality crops like the Top 50 Compa ny for sort from Diversity Inc and 100 Best Places to Work from Computer World (Kelloggs, 2013e). Although, the brand has been successful in merchandising cereals of alter flavours the company earns majority of its revenue from its core product which is the plain flavoured cereal. Marketing Mix of Kelloggs The marketing Mix concept of Kelloggs has become one of the most fundamental concepts of marketing management. It was essentially claimed by Borden who also named it as Mixer of Ingredients. The essence of marketing strut emerged as an asset of controllable variables also known as tool kit which was basically used to influence customer purchases and behaviour. However, it is observed that companies generally use the normalization or adapted version of marketing mix to adapt to the marketing environment (Birnik and Bowman, 2007).The decision to use a standardization or adopted marketing mix is situation proper(postnominal) and should be thoroughly evaluated and assessed for relevant contingency factors. It is observed that most of US multinational corporations utilize the standardization marketing mix rather than the adopted one. Small and medium enterprises utilize the adopted marketing mix because it serves the purpose of the guide for adapting to the marketing environment. a) Product Uniqueness of the product signifies that the product is dependent on immobile and time specific factors. It also signifies that the company alters the core value of the product sometimes with the changing marketing environment (Birnik and Bowman, 2007). Apart from offering cereal in plain and other flavours the company also offers food products like raisin bran, frosted toaster pastries, flatbreads etc (Kelloggs, 2013a). The main objective of Kelloggs is to offer customers a unique eat food wrap. The plain flavoured cereal is the USP of the product and is offered for the entire mass but the cereal manufactured in varied flavours is a source of additional revenue. Thu s, it can be stated that the company follows the standardization product market mix in manufacturing the plain flavoured cereal and the adopted approach in manufacturing its other whatchamacallit food. a) Price The price range of Kelloggs varies from product to product but the cereals are moderately priced for the affordability of the customers. However, the prices range of the certain food products like cookies, oatmeal, pastries are high priced for the additional flavouring content put in it.
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