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Research the term ‘glocalization’ and give examples of where

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Samantha Oxborrow

on 29 September 2014

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Transcript of Research the term ‘glocalization’ and give examples of where

Example 1: McDonalds
McDonalds add items to the menu on a local scale to capture their local market.
- McItaly burger in Italy
- Maharaja Mac in India
- McLobster in Canada
- Ebi Filit-O in Japan

Victoria Secret
Known for their beautiful models and sexy lingerie but when expanding into middle eastern countries, the brand had to minimize the 'sex appeal'. The marketing strategy had to be re-visited in order to accommodate the religion and culture of the country, where woman are required to be covered.
Reference List
Vorhauser-Smith, S. (2012) 'Going 'Glocal': How Smart Brands Adapt To Foreign Markets'. Forbes [Online] 22 June. Available at http://Http://www.forbes.com/sites/sylviavorhausersmith/2012/06/22/cultural-homogeneity-is-not-an-automatic-by-product-of-globalization/ [Accessed 26 September 2014].
Research the term ‘glocalization’ and give examples of where two brands have adopted this approach
"
In Shanghai, KFC serves porridge for breakfast and Peking Duck burgers for lunch. In Beijing,

Starbucks serves green and aromatic teas.

In Shenzhen, Coca-Cola produces carbonated fruit drinks and bottled water.
" (Vorhauser-Smith, 2012).
A quick example...
Management Case Studies and Articles, (2010). Glocalization Examples - Think Globally and Act Locally. [online] Available at: http://www.casestudyinc.com/glocalization-examples-think-globally-and-act-locally [Accessed 28 Sep. 2014].
(Management Case Studies and Articles, 2010)
Sample of alternative McDonalds menu. Available at: http://www.balanceofculture.com/2011/12/mcindia.html
Balanceofculture.com, (2011). McIndia - BALANCE OF CULTURE. [online] Available at: http://www.balanceofculture.com/2011/12/mcindia.html [Accessed 28 Sep. 2014].
Global company; thinking locally.
VS Advertising
Out of respect for the culture in the middle east, VS use only shots from the shoulders up of the very popular models.
The faces of the 'Angels' are so internationally known that these simple posters are very effective.
"Glocalization is a way to secure
and spread knowledge of unique local
characteristics in the wake of the
hegemonic forces of globalization."
People like the idea of things being tailored to suit them personally. With these gigantic businesses mass producing product globally, our individual needs seem ignored which could decline our interest in these companies. By ensuring their product is "glocalized" they are not only gaining more business in areas where cultural beliefs and norms have affected the success of their original product, but it also convinces us that the company is interested in and care about us on an individual level, ultimately increasing our trust in the company.
However, glocalization of companies plays it's part in globalization as well. Hearing about how one of our favourite products is changed slightly in a different country or if a business we know very well and trust is selling an entirely new product somewhere else, our knowledge and interest in that culture is increased.
Louis Vuitton
If in England we saw a Louis Vuitton bag
on a market stall we would most definitely
question it's authenticity, however in countries
such as Hong Kong and Romania their genuine
product is sold in markets.
Advantages
- Avoids ethical issues, offending people
- Attracts more consumers as there is something for everyone
- More jobs globally
- More product variety
- More for investors
Disadvantages
- Needs a high level of knowledge/research
- More Competition
- High investment costs in advance, meaning high risk
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