Who is able to complete this discussion today?

 

Prior to beginning to work on this discussion, read Chapter 1:  Introduction to Global Marketing. Make sure that you have a good grasp  of the following key terms and theories:

  • Global marketing
  • Marketing mix
  • Competitive advantage
  • Product/Market expansion framework
  • Driving forces affecting global marketing
  • Restraining forces affecting global marketing

There is a saying in the business world that “nothing fails like  success.” Take Gap, for example. How can a fashion retailer that was  once the source for wardrobe staples such as chinos and white t-shirts  suddenly lose its marketing edge? Motorola also fell victim to its own  success. The company’s Razr cell phone was a huge hit, but Motorola  struggled to leverage that success. Google acquired Motorola Mobility  but then sold it to Lenovo in 2014. Also, Starbucks former CEO Howard  Shultz warned that his company and brand risked becoming commoditized.  And, as noted in Case 1-3 of the textbook, some industry observers say  that Apple “lost its cool.”

For your initial post,

  • Pick from one of the six companies named above. From a global  marketing standpoint, use all the six terms or theories listed above to  explain your analysis of their global marketing failure or decline.  Throughout your initial post, bold and underline each of the six terms  and theories you use to make them easy to identify.
  • If you were consulted as the global marketing expert to make  recommendations to management of that company, what are your top two  recommendations?

Your initial discussion post should be 275 words. Do not forget to cite your textbook and any other sources used to support your ideas.

Reference (this is the textbook reference in APA) 

 Keegan, W. J., & Green, M. C. (2020). Global marketing (10th ed.). Retrieved from https://www.vitalsource.com 

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