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Group 8

Outline

Topic 2: The need to give international brands a local voice

A. IntroductionToday barriers to international trade have come down and the Internet has

helped small and mid-sized companies compete on the global stage.

Consumers and businesses have accessed to the very best products from

many different countries because more and more international brands have

appeared. So what are the international brands? And why do they need a

local voice?

B. Development

I. Whatre international brands? And what is their aim?

A brand is an image, an emotion, a message when people think about a firmor a product. The assessment is based on the country where that

brand presence and market their respective. A firm, which has presented

many countries and had a reputation over the world, is an international

brand. Like other brands, international brands have the biggest goal that is

profit, so they want to expand their market. That means their brand and

products will be known more.

II. Why do international brands need a local voice?

1. Cultural differences: Many years ago, distant and time were the biggest

barrier in international business. But now, culture is a factor that causes the

biggest concern for any organization when they decided to enter the worldmarket. Today, international traders have to work more in the business

which has multicultural environment, face to the real

difference in everything from style to communicate. Culture is a part of the

external influences that impact the consumer. Culture represents influences

that are imposed on the consumer by other individuals. And it is a

problematic issue for many marketers since it is inherently nebulous and

often difficult to understand. One may violate the cultural norms of another

country without being informed of this, and people from different cultures

may feel uncomfortable in each others presence without knowing exactlywhy (for example, two speakers may unconsciously continue to attempt to

adjust to reach an incompatible preferred interpersonal distance). So,

international brands have to deal with this problem firstly when they

penetrate a new market.

2. Psychology:

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A products brand has a huge affect to the profit of business. To brand

penetrate deeply into the hearts of customers, companies must create a sense

of comfort to customers when they use their products. One of the factors,

that make the brand a voice, is local customer psychology.

Saying: "people buy from people to buy" has shown very clearly and

customer psychology has been seen in human action. And the study of

consumers will help companies and organizations improve their marketing

strategies.

Customers always have an insecure psychological for products that they

will use. They will think about how do they select products? How do they

feel when using those products? And they want have somebody know about

product enough to consult them which product they should buy with their

need. Their psychology is also influenced by their own environment, such as

culture, family, and media. Customers choose products that suit their culture,consistent with our families. Businesses should always survey the market of

customers, always listening to customers and pay special attention to the

customer's culture, which greatly influences the brand of your business. So

your employees have to think like psychiatrists, and just listen to customers

desire. When a product complies with the requirements of customers out the

brand of the product will be raised and that brand will be spread throughout

the market and its spread to other markets.

For a business, this is a great way to stand out and differentiate you from

competitors, not to mention the increased revenue and bottom line.

Customers are very sensitive to products and its service. A brand in

customer's voice is a brand stand out and that will help businesses gain more

profit.

3. Buying behavior

Brands influence the buying decisions of customers by combining the

material value and emotional value / psychology through their suggestive

for customers who are living or they want to live like no, a lifestyle, a

certain lifestyle?

Or they want to present ourselves as who they are, what level they are in

society, how they feel; even they can be a different from person around.

Brand also facilitates opportunities for clients and selected judgments.

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Branding success depends primarily on understanding the customer has,

is and will be looking for something?

A brand to meet consumer expectations in order to prioritize brand

reputation, ensure product quality.

Customers who buy a product name synonymous with membership in

global clubs.

Customers are waiting for the leading global brand of social

responsibility

III. Ways to give international brands a local voice

1. Investigate the market (product, resources)

In practical, the business plan should include the market investigation. While

you are in the starting stage or in the middle of the development, you have toconduct a market research. Because, market is not stable. It changes over

time. You have to follow the target market.

First of all, do you know your target market? Are you focusing your

business towards that target market? Having the target market identified

helps to drive a successful business. This is applicable for all from small

business to large scale business owners. More over your target market

should focus towards the customers, that the priority goal

Once your target market is identified you have to follow the below steps.

Collect Market Statistics and Business Information.

Find out the sources of Information that helps to know the market and its

statistics. Sources are like business articles, financial statements, keyword

analyzers, historical data etc. The first step is collecting and understanding

the market statistics. Statistics shows the forecast from time to time

providing the level of the market fluctuation.

Divide Your Target Market Into Chunks.

With all the collected business information, now you have the clear idea

about your target market. The next step is splitting the market into chunks. Itdepends on the target market size. The size of market depends on the factors

like

Number of customers or the traffic level,

Financial investment and operational cost,

Growth rate of the target market,

The level and volume of business competition in that market.

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Now Focus Towards the Market Growth And Trends.

Your target market is identified, studied and divided into sections based on

the market size. Now the next step is the market growth. You have the

divisions of market in hand. Take each of them and identify the growth

movement so called Trends.

Market Trends shows, how the market is moving? Whats going inside the

market? What is the demand?

Prepare a graphical chart and investigate the real up-down of your market.

You could refer that whenever required.

Coming to the point, here are the factors that you should consider for the

business growth in your target market.

How unique your business or the product?

How quality you are serving and the level of customer satisfaction?

How the brand builds and stands from the competition?How far you are tracking the growth and altering the business plan?

2. Attempt to have a local voice

- Firms should approach ethnographic research to understand customer

needs. Pioneer understands customer needs and the specific cultural norms

of each country. But they often have to make a tradeoff between adapting

their products to the unique demands of a country market or gaining benefits

of standardization such as cost savings and the maintenance of a consistent

global brand image. There are no easy answers here.

- A manager lives with their customer representative called the "penetrating

research. He uses his knowledge to do research about manners and customs

in that local. But this method is time-consuming and low accuracy.

- Getting more conservation with customers is an effective method. Firms

should conduct programs and customer-oriented campaigns. Through these

campaigns, it drags customers to closer to business.

- Firms should do market research, that means find out about marketing

partners, distributors, and evaluate products of competitors with your

products. Then firms can know their competitive advantages.

- Firms can use the promotional tools and appropriate communication with

the customs and traditions of each locality. Its very important because ofculture differences.

C. Conclusion

Therefore, giving international brands a local voice is necessary. It helps

firms orient marketing strategy when penetrating new market to gain

their biggest target, profit.