Differentiate between standardization and customization when companies craft global marketing programs for this country.

Competing in the Global and Domestic Marketplace
There are numerous considerations that companies face when they market their brands globally. Advances in communication, transportation, and other technologies have made the world a much smaller place.

Today, almost every firm, large or small, faces international marketing issues. All will have to answer some basic questions when considering globalization; what market position should we try to establish in our country, in our region, and globally? Who will our global competitors be and what are their strategies and resources?  Where should we produce or source our products? What alliances should we form with other firms around the world?

In addition to these considerations, and in our data driven business environment, importance is placed on how companies develop and manage information about important marketplace elements.  Marketing research initiatives are designed to assess the firm’s marketing information needs, develop the needed information, and help managers to use the information to gain actionable customer and market insights. Simply put, marketers need limited amounts of the right data at any given time to make these decisions.
Mary Kay: Building a Brand in India

This case describes the market entry into India by Mary Kay, Inc.  At the time of the case, Mary Kay, Inc. was one of the largest direct sellers of skin care and color cosmetics in the world.  The company’s brands are sold in more than 35 markets on five continents.

The video supplement provides you with an opportunity to explore different aspects of its global operations in the context of the entry into India.  Specifically, you are asked to: (1) define what type of global company it is; (2) describe the global market-entry strategy used by the company to enter India; and (3) decide whether or not Mary Kay is a global brand.

This case addresses global marketing organizations, global market entry strategies, and global branding. You should consider the company’s expansion plans not only into India, but the entire region of Asia and other international markets.
Sources
Kerin, R. A. & Hartley, S. W. (2017). Marketing. (13th ed.). New York, New York: McGraw-Hill Education.
Unit Learning Outcomes
ULO 1: Consider the environmental forces that shape global marketing efforts.(CLO ‘s 2 & 5)
ULO 2: Differentiate between standardization and customization when companies craft global marketing programs.(CLO’s 4 & 5)
ULO 5: Assess how marketing managers position products in the marketplace and the impact of these decisions (CLO’s 1, 4 & 5)
Directions
Initial Post

Review the following information about Mary Kay’s global expansion of the brand:
Background on Mary Kay
Read the video case in the textbook on pages 199-202.

Watch the Mary Kay video (Links to an external site.)
Sources

Read the following online websites and articles

Explore Mary Kay’s global branding campaign “Discover What You Love (Links to an external site.)”

Explore Mary Kay’s marketing success over its 50 year history: “Fifty and Fabulous—Mary Kay Continues to Experience Record-Breaking Growth During Golden Anniversary Year (Links to an external site.),” Marketwired, July 25, 2013
This case describes the market entry into India by Mary Kay, Inc.  At the time of the case, Mary Kay, Inc. was one of the largest direct sellers of skin care and color cosmetics in the world.  The company’s brands are sold in more than 35 markets on five continents.

This case addresses global marketing organizations, global market entry strategies, and global branding. The video supplement provides you with an opportunity to explore different aspects of its global operations in the context of the entry into India.

Based on the information provided above as well as your research, put yourself in the position of a marketing consultant brought in to Mary Kay to formulate a set of well-developed and supported recommendations for expanding the brand into a specific international market other than India (specify which country you are focusing on).

You will be presenting your recommendations to the company’s senior leadership team. Your recommendations should be based on a critical evaluation of the effectiveness of its prior marketing strategies. The recommendations should be logically presented, well-supported, and thoroughly vetted.

State your country. Your analysis should focus on:

ULO 1: Consider the environmental forces that shape global marketing efforts for this country. Include

COVID-19’s impact on Mary Kay’s business model.

ULO 2: Differentiate between standardization and customization when companies craft global marketing programs for this country.
ULO 5: Assess how marketing managers position products in the marketplace and the impact of these decisions for this country.

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