The paper "Viral Marketing Communication" is a great example of a Marketing Case Study. Strong international brands are more beneficial to companies than they are to customers. This is since a brand means to a company much more than getting customers as it increases the value of a company, makes the acquisition of new customers easy and motivates the employees, as well as gives them a new direction. In fact, it enables customers to easily identify a company's brand over that of the competitors. It also allows companies to acquire referral businesses, as it is easy for the company's products to depend on word of mouth form of advertisement.
Essentially, therefore, a brand is the sum total of the public's perception of the company's reputation, customer services, logo, and advertising. For instance, Coca-Cola has conjured up images of quality and uniqueness to the eyes of the public and many people can identify the company's products, including Fanta and Coke, due to the established brand. Developing the Coca-Cola brand is significant, as it has given the customers, as well as other stakeholders’ confidence regarding the company's full range of products and activities.
The company's service package and product range fit within the corporate brand through performance and quality in addition to the consistency in packaging, customer service, advertising, and packaging. This also means that the Coca-Cola Company’ s image is not restricted to product branding. Grey marketing is always a problem for both distribution and pricing in international markets Grey marketing in international marketing is characterized by facilities where goods become globally circulated and known against the wishes of the copyright owner or authorized distributor or importer.
They are called grey since they were marketed legally and acquired overseas although there may be doubts regarding whether theory distribution did not infringer the local copyright or trademark. In this regard, grey marketing presets a number of problems. First, grey marketing causes a problem to price and distribution since the goods that tend to attract grey marketers may as well be purchased on the international market at prices that are significantly lower compared to the prices that would be charged domestically by the copyright owner's authorized distributors who enjoy quasi-monopoly.
At this rate, since the lower prices tend to attract buyers or consumers more, the grey marketers will make more sales and attract a larger market compared to the authorized distributors. In regards to distribution, grey marketers may lead to an oversupply of goods in some areas leading the authorized distributors to reduce the prices of their products to compete with the same products distributed by the grey marketers. Oversupply may lead to lower prices and lower revenues for the authorized distributors. ‘ Born global’ and the emergence of the Born Global The emergence of born global companies like Amazon. com has changed the manner in which international businesses are conducted.
This has been facilitated by the internet and globalization. It has been facilitated by firm-specific advantages since the goal of companies such as Amazon. com is profit maximization using efficient resource allocation. The term born global is justified. For instance, firms like Amazon. com have since their inception viewed the international market as being one market. When Amazon. com was first created, it was launched on the internet and instantly became globally. Amazon. com has maintained its global dominance since inception, which justifies the term ‘ born global. ’ Despite the existence of born global other methods of internationalization still exist such as franchising and strategic alliances, that companies such as McDonald's have used as means of foreign market entry.
Carida, A & Colurcio, M 2013, "Viral Marketing Communication: just sales or more?" Business Systems Review vol 2 iss 1, pp.99-108
Kotler, P 2002, A Framework for Marketing Management, Prentice-Hall, New Jersey