International marketing

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How are brands marketed internationally? Some brands, particularly those that have a clear,
universal message (such as Coca-Cola), will often communicate the same message to
customers wherever they live in the world. Other brands, for example the male deodorant,
Axe (or ‘Lynx’ as it is called in the UK) may adopt a global brand position but tweak the
message according to local cultures, attitudes or traditions.
The same goes for practically every industry or sector. In the automobile industry, for
example, car brands such as Skoda (part of the VW group) are seen as quite basic and
‘budget’ in some countries, but in other parts of the world they are marketed as stylish,
upmarket and excellent value.
In reality, successful global brands embrace the importance of culture and provide
customers with experiences that first and foremost take into consideration their varied
cultural backgrounds.

Sample Solution

International marketing

Global branding means using standardized global advertising and global marketing strategies. It is basically a method of designing standardized global advertising and global marketing strategies in order to develop a product or service that is recognized worldwide, regardless of the country, continent or region where it is marketed. Companies benefit from global branding through the economies of scale. That is, companies can use the exact same advertising strategy worldwide using the same images, celebrities, and even advertising firms. With the growth of the internet, global branding is easier to accomplish today than in previous decades. And presenting a specific image for global brands has become more popular as a result.

Economy: We cannot control the economy of the world or nation so must adjust when the economy goes up or down, during inflation, deflation or recession. As PayPal is into financial transfer, a major economic factor that affects us is the obdurate rise and fall of exchange rate

Competition: Our services is not unique to us, there are other companies that also engage in online money transfer, so there is bound to be competition. Since we cannot control what they do, we always try to adjust our strategies in other to be distinguished.

Customer: Customer’s behaviour cannot be controlled, and highly unpredictable. Their wants and desires change all the time. Thus, we always adjust and adapt to be able to meet up with these new demands in other not to lose them to competitors.

Political: Most times new government policies influence our planning. For example the government of United States can decide to enforce a legislature for the lessening or increment on spending and money transfer. This will obviously make us adjust our plans and strategies. Also we are affected by foreign trade policies since we deal with different nations, we must not forget political instability.
Internal Factors Environmental Factors

Figure 3

Leadership: The leadership of PayPal Holding Inc. is very strong and so are able to make clear decisions and visions. They are able to build good management structure and inspire employees and we as employees are able to achieve goals.

Financial factor: Sometimes our company management is affected by current financial structure. For example, when there is limited cash we cannot employ more staff which can stunt our growth

Mission statement: In PayPal Holding Inc. we have a clear understanding of our goals and purpose and actions we need to take to achieve it. Our mission statement is to ensure equality in monetary services, this has been inculcated in all the staff and so everyone works towards it.

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