Several aspects, such as the company’s industry, size, target market, and product/service offers, should be considered while deciding between global and glocal marketing strategies. Some businesses that find success through globalization and glocalization are listed below.
Globalization:
Coca-Cola exemplifies the use of a global marketing strategy by a firm. The corporation capitalizes on the brand’s global awareness to ensure that its messaging and product offerings are similar across all markets.
Another corporation that has utilized a global marketing strategy successfully is McDonald’s. The company’s global success can be attributed in part to the uniformity with which its marketing and product offerings are presented in each area.
Apple is an international corporation with a unified product offering. The company’s global awareness may be attributed in large part to its consistent brand image throughout all markets, which has been the focus of the company’s marketing initiatives.
Glocalization:
One company that has successfully adopted a glocal marketing strategy is Starbucks. The corporation maintains a unified brand identity and message throughout all areas, but it also adapts its offerings and promotional strategies to meet the needs of each individual market.
In order to reach customers in diverse parts of the world, Nike uses a glocal marketing strategy. The corporation maintains a unified brand identity throughout all regions, but it also caters to local sports and cultural norms with its merchandise.
MC Donald’s – McDonald’s uses both a global and a local marketing strategy, or “glocal,” depending on the specific market. McDonald’s, for instance, has modified their menus in India to better suit local tastes.
There are several elements to consider while deciding between global and glocal marketing strategies. These include the company’s objectives, product line, and intended audience. Companies can find success with either globalization or glocalization if they follow the appropriate procedures.
