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Going Global

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Management
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Homework
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Initial Post
When expanding my company globally, I will need to change some things about the
company to make it appeal to a global audience. I will change the brand name, product prices,
business culture, and accessibility of the products. When expanding globally, businesses consider
the drivers for change, such as access, demand, affordability, and branding.
Demand
The demand for the products in the global markets will be affected by culture, religion,
nationalism, regional issues, and political issues. The cultural dimension of the business will
affect the demand for goods in the international market (Ferraro, 2021). For instance, expanding
a business that sells pork products to a country like Saudi Arabia will decrease the demand for
the products because pork is prohibited in Islam. Therefore, I will have to change the business
culture such that I offer products that are acceptable in the global market.
Affordability
The affordability of a product is dependent on its price relative to the purchasing power
of the customers. I will have to adjust the prices of my products when going global to ensure that
a significant part of the global market can afford them. For instance, if I am dealing with luxury
goods and want to expand my business to less developed countries, I will have to lower the
prices to enable the customers in those countries to afford them.
Access
Access to the products is dependent on the existing distribution channels, staff,
government regulations, and infrastructure in the country where the business will be located. I

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need to adjust the distribution channels and reorganize the staff to improve the customers’ access
to the products. As a result, I will reach a large global market.
Branding
Branding is vital in the international business space because it gives competitive
advantage (Mihajlović & Trajković, 2020). Therefore, I will have to rebrand my company to fit
the international business context. The rebranding will involve changing the company name,
logo, and slogan and creating new and appropriate branding.
References
Ferraro, G. P. (2021). The cultural dimension of international business. Prentice Hall.
Mihajlović, L. S., & Trajković, S. (2020). Branding and brand management in international
business. Journal of process management and new technologies, 8(2).
Reply to Ngoc
I agree with you that the demand for products varies with countries due to a number of
factors such as culture and economic situation. Due to these variations, businesses have to adjust
their business culture when going global. However, I think you have included information that is
not related to the question. For instance, you have mentioned that only a quarter of American
corporates succeed abroad. This statement is not applicable here because the question is about
what needs to be changed to make the business appeal to the global audience. You could have
concentrated on how to make the business fit in the global market by listing factors that need to

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Initial Post When expanding my company globally, I will need to change some things about the company to make it appeal to a global audience. I will change the brand name, product prices, business culture, and accessibility of the products. When expanding globally, businesses consider the drivers for change, such as access, demand, affordability, and branding. Demand The demand for the products in the global markets will be affected by culture, religion, nationalism, regional issues, and political issues. The cultural dimension of the business will affect the demand for goods in the international market (Ferraro, 2021). For instance, expanding a business that sells pork products to a country like Saudi Arabia will decrease the demand for the products because pork is prohibited in Islam. Therefore, I will have to change the business culture such that I offer products that are acceptable in ...
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