University of Phoenix Establishing a Presence in Global Markets Paper

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Business Finance

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University of Phoenix

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Resources:

Global Marketing, Ch. 6

Read Case 6-2 Research Helps Whirlpool Keep Its Cool at Home, Act Local in Emerging Markets on page 207.

Write a 700- to 1,050-word paper in which you provide detailed answers to the following discussion questions at the end of the case study:

Describe Whirlpool's global marketing strategy. Does Whirlpool use an extension product strategy or an adaptation product strategy?
What is the primary reason people buy and own major appliances such as a washing machine? Is there a secondary reason as well?
What are the key lessons to be learned from Whirlpool's experience in emerging markets?

Utilize outside source material to support your ideas and include analytical data specific to this study.

Cite at least three outside references in addition to your textbook.

Format your paper consistent with APA guidelines.

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Individual Assignment: Establishing a Presence in Global Markets Purpose of Assignment Students must understand methods used to integrate global brands into local and foreign markets. Discuss which type of market applies to the country market you have decided to enter and explain how market conditions affect your global entry strategy. Each will incorporate the role big data plays in a company’s global strategy and decision-making processes. Resources Required Case Study 6-2 Research Helps Whirlpool Keep Its Cool at Home, Act Local in Emerging Markets on page 207 of Global Marketing, Ch. 6 Grading Guide Content Met Partially Met Not Met Total Available Total Earned 90 #/90 The student describes Whirlpool’s global marketing strategy and answers: Does Whirlpool use an extension product strategy or an adaptation product strategy? The student answers: What is the primary reason people buy and own major appliances such as a washing machine? Is there a secondary reason as well? The student answers: What are the key lessons to be learned from Whirlpool’s experience in emerging markets? The student includes data to support their analysis. The student cites at least three (3) outside references in addition to the textbook. The paper is 700 to 1,050 words in length. Comments: Establishing a Presence in Global Markets Grading Guide MKT/562 Version 2 Writing Guidelines Met Partially Met Not Met Total Available Total Earned 40 #/40 130 #/130 The paper—including tables and graphs, headings, title page, and reference page—is consistent with APA formatting guidelines and meets course-level requirements. Intellectual property is recognized with in-text citations and a reference page. Paragraph and sentence transitions are present, logical, and maintain the flow throughout the paper. Sentences are complete, clear, and concise. Rules of grammar and usage are followed including spelling and punctuation. Assignment Total Additional comments: # Comments: 2
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Explanation & Answer

Attached.

Running head: ESTABLISHING A PRESENCE IN GLOBAL MARKETS

Establishing a Presence in Global Markets
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Institution Affiliation
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ESTABLISHING A PRESENCE IN GLOBAL MARKETS

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Introduction
Global presence is very important in today's market to make sure that all customers are
satisfied. When a company uses global presence as a strategy, it becomes more competitive with
a large market share. Customer’s needs differ from country to country. Thus, in order to establish
a global presence, various customer needs must be considered. This involves researching to
identify specific needs before starting a new business in a different country. Whirlpool has
managed to enter the global market through conducting research and localizing its products in the
foreign markets.
Whirlpool's Global Marketing and Adaptation Product Strategy
Brand portfolio strategy was used by Whirlpool to penetrate the global market. According
to Carolino Sousa Santos Junior (2018), companies use brand portfolio strategy to come up with
different brands and manage those brands by putting into consideration the price, quality, and
competition in the market. Whirlpool has managed to utilize this strategy by offering a variety of
branded products at different prices. Though this, Whirlpool has been able to concentrate on the
global market by customizing products based on the preferences of cust...