Global Marketing and R&D Use the globalEDGE website (globaledge.msu.edu) to comp

Question

Global Marketing and R&D

Use the globalEDGE website (globaledge.msu.edu) to complete the following exercises:

Exercise 1 The consumer purchase of specific brands is an indication of the relationship that develops over time between a company and its customers. Locate and retrieve the most current ranking of best global brands. Identify the criteria used. Which countries appear to dominate the top 100 global brands list? Why do you think this is the case? Now look at which sectors appear to dominate the list, and try to identify the reasons. Prepare a short report identifying the countries that possess global brands and the potential reasons for success.

Exercise 2 Part of developing a long-term R&D strategy is to locate facilities in countries which are widely known to be competitive. Your company seeks to develop R&D facilities in Asia to counter recent competitor responses. A publication which evaluates economies based on their competitiveness is the Global Competitiveness Report. Locate this report, and develop a presentation for the top management team that presents the benefits and drawbacks for the top five Asian economies listed.

Explanation / Answer

Criteria are:

1. A brand must be truly global

2. A brand having successfully transcended geographic and cultural boundaries

3. Expanded across the established economic centers of the world and have entered the major markets of the future

4. At least 30 percent of revenue must come from outside the brand’s home region

5. Sufficient publicly available data on the brand’s financial performance

6. Economic profit must be expected to be positive over the longer term, delivering a return above the brand’s cost of capital.

7. The brand must have a public profile and awareness across the major economies of the world.

US top the list because of conducive environment and easy availability of investors.

Technology brand dominate in the list because of increase of awareness about the technology and new product across the globe and increase in in purchasing power of developing countries. It also has greater reach.

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