International Marketing Essay Example for Free

International Marketing Essay Introduction The last two decades, probably after World War II the economic growth have speeded up by multinational enterprise. In the 1990s foreign direct investment made by these firms grew as faster arte than both international trade and GDP (Cieslik Ryan, 2011). The foreign direct investment already created lots of fortune for world economy; however, it is not luck to each international firm. Some of them also faced huge risk, even failure. Throughout history, it seems like it is not easy for companies to entry foreign markets. Some of firms were very successful in the their home countries; however, they were failed in foreign markets. Those corporations adopted the same marketing strategies that they used in their home countries because they thought using the same methods would bring much profit in the foreign countries. However, the results were not they expected before. Why? The main reason is that the foreign market environment is not the same with their home countries. There are many different conditions in foreign, and those differences would make international companies rearrange strategies for new markets. Such as, culture, geography, religion, politics, etc. Among those differences, the most important is culture difference. Culture is a system of values and norms that are shared among a group of people and that when taken together constitute a design for livingwhere values are abstract ideas about what a group believes is good, right, and desirable, and norms are the social rules and guidelines that prescribe appropriate behavior in particular situations. Therefore, international firms cannot use the same marketing strategies that they used before to apply different foreign markets. In addition to strategy difference, in the past, standard products were popular by international enterprises since they can operate multinational supply chains by standard operations. However, recently, more firms design their product more localization, it is because international firms want to fit in deeply foreign markets. Sometime, the companies even need to adjust their products for foreign customers, like Starbucks and Coca-Cola adjusted their recipes for local markets. Facing the different markets, the corporations should use different strategies to fit in the different markets, and customized product for local customers. International enterprises need to restart to think many details about their customers, product, service, supply chains, etc. In addition, there are different modes for foreign firms to entry the different countries, such as exporting, contractual agreements, strategic alliances, and direct foreign investment. Each mode has its risk, and international companies should find out the best mode to for itself. Choice of entering foreign mode is always a good argument for literature. The primary option is foreign direct investment. It can bring lucrative benefit, but it has biggest risk. The direct selling and setting the branches are costly, and business organizations would face bigger risks by this directly foreign selling mode. Well know examples of such organization are using this mode to set up their value chain in foreign countries, such as Banyan Tree, UTC, and Volkswagen (Jonsson Foss, 2011). Other is separating ownership and control, likes contractual agreement. Although this mode could not bring the benefit directly, it is long-term investment and has low investment risk (Brown, Dev, Zhou, 2003). Other is strategic international alliance, it is based on some specific conditions that are controlling cost and arranging schedule, to generate this mode, such as, the air industry (Brown, Dev, Zhou, 2003). Whichever mode do the companies decide, and they still need to review their strategies for foreign markets. It is because the company would face changing quickly environment, the shopping behavior, units of employee, and political issues. Companies can predict some considerations and take the reactions, but firms should take the risk for some of issues that they do not have reaction (Raff, Ryan, Stahler). In this paper we would learn form it internationalization experience and strategies, and multinational corporations’ organization. Also, we would see conversions from the standardly operation to localize management and production. Then, we would discuss about other modes to entry foreign market (Chen Chang, 2010). Literature Review According to the survey of IMF, the foreign market entry has been a popular topic in international business research during the last couple of decades. Firms need new market to increase sales, to avoid competitor, and to cost down. Manufacturing industries become the initially parts of main interest in entry the foreign market studies because they want to acquire the advantage of resource efficiency, such as labor force, natural resources, policy of foreign investment, to make more profit. However, with the fast movement of technology and the growing of many potential markets like China, India, and Brazil, entering a foreign market becomes the critical issue for a company to reach more customers and earn more profit. To expanding the business to global market, the manufacture industries now have to put effort on both manufacturing and service. Today, there are more different ways for companies to enter foreign markets. Thanks for the Internet, it speeds up the globalization and connects the global information quicly. Not only business organizations can sell their product in different modes, but also they can gather more information than before. With the help of IT techonology, a corporation can track customers action and consuming habit. Although the Internet provides many variety ways for companies with diversity methods to sell a merchaindise, the risk of entering foreign markets are still very high. Before companies entering foreign market, they should do more research about new markets to avoid the risks that they can predict. There are some reasons that demostrate why research is so important. First, the capital is limited. Even though the big company as Walmart and eBay, they still cannot suffer huge amount of loss in a market. That is why they stayed back to the Asia market. In addition, doing local research can help companies know their customer better, so they can adjust their marketing st rategies efficiently and effectively. Furthermore, by researching the information of the competitors, the companies can decide which ways to enter foreign markets, to go with an agent or do with a joint venture, and what strategy can make the companies stand out in the market and segment with the competitor. Therefore, utilizing information is significant to knock out today’s multinational business. When it comes to brick-and-motor, targeting at developing countries with high disposable income seems to be easier to success (Polly Chan, 2009), because both of domestic demand and personal income are growing. Once a corporation focus on a high potential market, they should learn how to localization. Firms should not get locked into their glory in the original market and shoul make strategy flexible as they internationalize. They face different culture, government laws, consumer behavior, and business model of local partner, so the strategy should be localized. Moreover, the corporation must be sure that the brand image and core concept deliver precisely to the customers, then educating them to find the value in the business merchandise and service; therefore, it can outshining in the blue sea as what Apple did. Innovation also plays an important role of success as well; especially when innovation combined with brand value tightly, so do not be afraid of being different. Last, using resourse wisely and keeping good relationship with other corporation might be a competitive advantage in the future. However, cost down is not the only mesure to increase profit or secure a business. To pursue futher development, firm must avoid stocking with a particular mode due to they feel comfortable with it. In conclusion, gathering enough and critical information, the right and in-time decisions from management, market choosing, evaluating the local economy and culture are significant factors to success in foreign market entry, rather than the firm size or how many financial asset it has. To support our finding and theory, we are providing the case of three international businesses, UTC in technology industry, Banyan Tree in tourism industry, and Volkswagen in manufacture industry. Banyan Tree Introduction The first Banyan Tree resort opened in 1994, transforming an ecological wasteland into an environmentally sensitive resort – Banyan Tree Phuket (Banyan Tree, 2012). Banyan Tree’s philosophy is based on providing a place for renew of the body, mind and soul. Each Banyan Tree property is designed to fit into natural surroundings, using indigenous materials and reflecting the landscape and architecture of the destination. Banyan Tree group currently consists of 30 hotels and resorts, over 60 spas 80 retail galleries, and aggressive expansion plans for the future (Banyan Tree, 2012). Banyan Tree Hotels Resorts has grown into one of Asias most successful hospitality brands with numerous international awards and accolades from publications like the prestigious Conde Nast Traveler and others. Even during the SARS outbreak in Asia in 2003, the company still emerged profitable by achieving average occupancy rates of 65-67% (Roll, 2006). In 2011, the revenue is 270 million US do llars (Exhibit 1). Banyan SWOT Analysis Strengthens Eco-friendly Accommodation. Accommodation of Banyan Tree group emphasizes rejuvenation, eco-friendly, romance, and luxury. The corporation reminds customers that while you are enjoying the vacation, you can still do something for environmental protection. Therefore giving the customers an important message that Banyan Tree is not only a profit-oriented company, it still cares about of the global environment and commit itself in sustainable management. Fast Business Expansion. Banyan Tree expands the business global in a rapid speed. Both Banyan Tree and Angsana resorts are taking an ambitious movement in entering new traveling location, such as China, Greek, and India. With two brands on the way, the expansion rate is much faster than other competitors; hence, Banyan Tree group can acquire market share more rapidly in the new holiday paradise and enjoy the first mover advantage in those areas. Brand Extension. Angsana is a more affordable resort brand that helps Banyan Tree to attract lower level of customers. This differentiation not only helps Banyan Tree to gain more business but also creates a more vivid atmosphere to give customers a brand-new experience. Despite Angsana’s price is cheaper, it does not mean the service or the landscape are less impressive. Angsana still offers a high quality value as Banyan Tree does. SPA Specialty. Spa training school, which set in Phucket, might cost amount of fee; however, both the quality and service are be guaranteed. Moreover, the therapist has to go practical training as well. This is also why Banyan Tree and Angsana Spa won amount of awards in travel industry. Community Development. Banyan Tree group also delicates in community development, a part of profits is used to build school and childcare center, and help the local artist to develop their career. This is the kind of social responsibility that everyone eagers to s ee. The more profit one company earned, the more it should feedback to the resident and society. Weakness Politic Issue. Government law is different from one country to another; thus before entering a new market, Banyan Tree should exam the law carefully and has to think what the worse situation could happen. In some countries, Banyan Tree should go with joint venture, while in others countries they might welcome direct investment. Tax also plays a critical role in the profit. The instable political situation can greatly affect the business and profitability in a period. Taken Thailand as the example, in 2009, the protesters of red-shirt caused fears and panic in tourists, in the end, causing the slum in the whole hospitality industry. No matter what method, the company must prepare for the rainy days. Human Resource. Human force is another weakness of Banyan Tree business. As the expansion of the resorts, Banyan Tree must find more labor force that can communicate in English fluently. But, in nowadays, English might not be enough because of the rising of Chinese market. Furthermore, not every customer speaks neither in English nor Chinese, so looking for multi-language employees would be an urgent issue. Natural Disaster. Many Banyan Tree Resorts locate in the tropical area around by beautiful sea. Natural hazards, such as typhoon and earthquake, influence the rate of occupancy tremendously. For example, in 2004, the tsunami damaged the travel industry in Phuket and Maldives. The only thing Banyan Tree could do is to repair the resorts and to wait for tourism back. Opportunities Chinese Market. As Chinese economy continues growing, the amounts of wealthy Chinese people pay more attention to vacation and family activities, thus booming the international and national tourism market. Moreover, more and more people show interest in going to Asia and experiencing the culture of Asia. Because Banyan Tree started in Asia and is very active in establishing business in China, Banyan Tree and Angsana resorts would have a great advantage in the segment of luxury hotel. Besides China, there are still many new hot spot that Banyan Tree could enter, such as Europe, Mediterranean, and Caribbean. Member of Luxury Hotel Group. The Banyan Tree Resorts and Angsana Resorts are the members of The Leading Hotels Of The World (LHTW) (The Leading Hotels of the World, 2012) and Okura Hotels and Resorts (OHR) (Banyan Tree, 2012). Marketing alliance with LHTW and OHR also ensure the quality of the Banyan Tree. To be the member of LHTW, five stars is the basic requirement. A hotel must have additional conditions, such as delicate design, high-class service, amazing food, and breath-taking landscape. The marketing alliance is a magnificent method to increase Banyan Tree’s exposure and to enhance its business. Cooperate with Agent. Cooperate with agencies is another great opportunity to let people notice the brand and attract more customers. Many wealthy people do not do researches or plan a vacation by themselves; instead, they prefer to book a package tour or flight plus ticket plan when they plan a vacation. This type of people will recommend the hotels and the agency if they are satisfied with the trip. After all, by word-of-mouth marketing strategy is very powerful tool to increase the fame. Threaten Luxury Hotel Competitors. Maintaining a niche position as market matured was an ongoing issue for the company. New luxury hotels are building, such as Aman Resort in the vacation paradise and Marriot in the city. In order to be sustainable in the global market place, Banyan Tree can no longer just rely on competing with costs from manufacturing efficiencies or low cost production. Banyan Tree needs to reinforce on unique culture experience and convey the brand value to customers. Economic Recession. Many 5 stars hotels, maybe not as luxury as Banyan Tree, have begun the price war in recent years when the global economy went down. In economy recession, customer chose a cheaper hotel to stay and deducted the entertainment fee. From aviation industry to hotel industry, they all faced the decrease in revenues. This factor might cause Banyan Tree’s revenue dropped dramatically in 2009. UTC Introduction United Technologies Corporation (UTC) is the ranked number 150 on the Fortune 500 of 2011, and it is the ranked number 48 of the United States companies. Its revenue is 58,190.0 million and profit is 4,979.0 million in 2012 (Fortune Magazine, 2011). UTC is a diversified company that provides†¨a broad range of high-technology products, services to the global aerospace and building systems industries. The diversified manufacturer which owns Carrier air conditioning and heating company, Otis elevator company, and Sikorsky, a builder of commercial and military helicopters. In addition, UTC has a strategically balanced product portfolio that enables the company to tap diverse set off (United Technologies Corporation, 2012). In 2011, UTC announced a reorganization of our commercial and aerospace businesses. UTC commercial businesses are Otis elevators and escalators and the new UTC climate, controls security, which includes Carrier and UTC Fire security. UTC’s aerospace busin esses are Sikorsky aircraft and the†¨new UTC propulsion aerospace systems, which includes Pratt Whitney aircraft engines and Hamilton Sundstrand aerospace and industrial products (United Technologies Corporation, 2012). UTC SWOT Analysis Strength Strategically Balanced portfolio of Products and Revenue streams. UTC has diversified product. The company operates thought business segments to military area. Also, the company has a diversified revenue streams. Revenues from company’s subsidiaries were well balanced. The balanced products and revenue streams allow UTC to address a wide base that reduces the business ricks and enables the company catch opportunities in new existing markets (Datamonitor, 2011). Strong emphasis on Research and Development. UTC has a strong emphasis in research and development. The company conducts its research and development activities by United Technologies Research Center (United Technologies Corporation, 2012). The center is focused on developing new technologies and upgrading existing technics in UTC’s product areas. In addition to United States, UTC operates research in many countries, China, Cork, and Ireland. Besides, UTC invests lot of budget in the technology development and research. For example, during FY2011, UTC’s research and development expenditure was $2.1 billion or 3.5% of total sales (Marketline , 2012). Such focus on research and development helps UTC incorporating newer features to its existing range of products and also in bring out latest technologies in the varied areas. Thus, the company strong emphasis on research and development allows it to uphold the technological leadership in most of its product segments (Marketl ine , 2012). Industry Recognition. UTC has a strong recognition in the industry. Otis, is one of the world’s largest elevator and escalator systems, and Carrier, is the world’s largest manufacturer of heating, ventilating air conditioning and refrigeration systems (United Technologies Corporation, 2012). In addition to UTC, Pratt Whitney is also one of the world’s leading suppliers of aircraft engines for commercial and military. Moreover, Hamilton Sundstrand is one of the leading suppliers of technologically advanced aerospace and indusial product and aftermarket services for diversified industries worldwide. Also, Sikorsky, is a strong suppliers of helicopter (United Technologies Corporation, 2012). Strong recognition across varied categories ensures its status as one of the strongest players in industry, which further enhance the brand image of the company and gives it a competitive advantage (Marketline , 2012). Weakness Legal Proceedings. UTC has several pending lawsuits. For example, the company was sued by the Department of Justice(DOJ) in 1999 in the US District Court for the Southern District of Ohio, claiming that Pratt Whitney violated the civil False Claims Act and common law. In relation to this lawsuit, the trial court judge fund that Pratt Whitney violate the False Claims Act and is liable for a fine of up of $624 million. Moreover, there are others lawsuit and the fines are not cheap (Datamonitor, 2010). Although UTC maintains reserves to cover the costs for claims and lawsuits, those litigations would impact the company’s brand image and reputation. Significant Debt. UTC has outstanding debt and other financial obligations and significant unused borrowing capacity. In FY2011, the company had total significant debt of $10,260 million (United Technologies Corporation, 2012). The debt could force the company to allocate a considerable portion of cash flows from operations to debt service payments; limit the company’s ability to obtain additional financing; and lose advantage against its competitors who may have less debt. In other words, much debt would impact significantly companies’ performance (Marketline , 2012). Opportunities Surge in defense spending in China and India. UTC provides a wide range of technology products and services to global defense industry, including the fastest growing markets, China and India. The increasing global defense spending would provide the topline growth for the company in the short to medium term (United Technologies Corporation, 2012). Strategic acquisitions. UTC made significant acquisition in 2010 and 2011 from the company’s Fire Security segment. This acquisition will allow the company to expand its offerings of high quality gas and flame detection products (United Technologies Corporation, 2012). UTC uses to take the acquisition from other segment to develop other segments that UTC planned. Such strategic acquisitions would provide the company an opportunity to increase its global presence and revenue base (Datamonitor, 2011). Positive outlook for HVAC equipment market. The global HVAC equipment market has witnessed a strong growth since last few years. The global HVAC equipment market is forecasted to grow at a rate of approximately 6% annually, which is expected to drive the market to $93.2 billion by the end of 2014 (Marketline , 2012). UTC through its Carrier business segment provides products including residential, commercial and industrial heating, ventilating, air conditioning (HVAC) and refrigeration systems and equipment. The company is well positioned to capitalize on the growing HVAC equipment market (Datamonitor, 2011). Threats Intense Competition in Aerospace Business. The aerospace, global defense, space and aerospace industries businesses are subject to substantial competition from domestic manufacturers, foreign manufacturers and companies that obtain regulatory agency approval to manufacture spare parts. Customer selections of engines and components can also have a significant impact on later sales of parts and services. In addition, the US government’s and other government’s polices of purchasing part from suppliers other than the original equipment manufacturer affect military spare parts sales (Marketline , 2012). Government Contracting Risks. The US government contracts are subjected to termination by the government, either for the convenience of the government or for default as a result of UTC’s failure to perform under the applicable contract. Those U.S government contracts are not easy to make profit, but UTC has many kinds of this contracts with the U.S governments (Datamonitor, 2011). Foreign Currency Fluctuations. UTC conducts its business on a global basis. The company derived approximately 60% of its total FY2010 segment sales from international operations. Therefore, the currency risk is an extremely important factor for UTC’s earnings. Any changes in demand and refinancing conditions, fluctuations, in exchange rates have a significant impact on the company’s earnings (Marketline , 2012). Volkswagen Introduction Volkswagen has been the largest carmaker in Europe since the 1970s. It also has the largest assembly plant (Wolfsburg) and best-selling car (Golf) in Europe.   Being a German company, Volkswagen group positions its brands at the premium part of the market Audi is mass premium, Volkswagen is semi-premium while Bentley, Lamborghini and Bugatti are prestige marques. Only the Spanish SEAT and Czech Skoda target at the lower end of the market, but they still share the high quality and engineering standard of the group because of extensive platform and component sharing.As the worlds leading car manufacturers, Volkswagen group is the typical transnational business template, Volkswagen historical analysis, it is clear to get a development model targeted analysis. Volkswagen SWOT Analysis Until the early 21st century, the worlds leading international automobile manufacturers have found that this â€Å"fertile land† which have not been fully reclaimed. However, in more than a decade of dominance, Volkswagen brand cannot shake the brand influence. Until today, VW brand identity is the identification of the most well-known automobile. Strength Brand Awareness. From Volkswagens own point of view, the most important point is that the layout of the product. Since Volkswagen was into China early, and thus its product line pulled very long, the vast Chinese market is a large hierarchy of needs and different techniques have competitive products on the price level, to ensure that the public give full play to their own advantages. Volkswagen’s popular products always have been durable, reliable performance and good reputation. Products Targeted. Finally, there is the introduction of the new Skoda, Volkswagens product family has been more fully into the Chinese from Audi, the high-end flagship Volkswagen in different market segments, each with good results and competitiveness. Room to grow. Volkswagen is now one-step ahead of the introduction of the latest addition to the vehicle platforms, engines and other key technology production, in order to ensure that they can have enough growth space. In addition, the development of new products based on the specific situation of the Chinese market in support of SAIC and FAW, Volkswagen began to actively exploring. Localization makes Volkswagen to be strengthened competitiveness in the Chinese automobile market, the future Volkswagen will become important weapon to compete in Chinas automobile market. Weakness Inappropriate Choice of Market Strategy. Volkswagen seems to have deviated from the direction of the public, and fully intends to make a difference in the luxury segment. Decline in market share. The data show that the Chinese auto market hotspots Global the major Automotive Group competition, the Volkswagen Groups market share in China hold the first place, but the share declined. To keep the advantage, Volkswagen has announced an additional investment of 1.6 billion euros for the construction of two new factories and other projects in China. Models look rich enough, a single product line. Conservative single shape is Volkswagens standard. Now everyone pursuit of individuality society shape is a good way to Volkswagen, however, how you can easily imagine the serious and cautious changes of German companys philosophy. Opportunity Growth of the private car market in China. With the rapid development of Chinas social productive forces, the sound and rapid development of economic construction has made each grade highway construction great achievements, people travel more convenient than before. The private car market gradually matured. The purchasing power for the entire auto market is improved. Development of new energy technologies. Volkswagen is now for electric vehicles to develop a clear product release schedule. Electric drive car with internal combustion engine-driven vehicles will coexist. Technologies in this field will be further strengthening. In order to reduce the fuel consumption and emissions significantly, these measures will allow Volkswagen to a leading position in the zero-emission car market. Improve public relations effect. In modern society, manufacturers and distributors, the service is an important means of marketing. Consumer satisfaction is their survival of the lifeline. By having a closer look on the sales figures, Volkswagen is very successful in selling their cars in China. It is also an effective way to explore and establish a good relationship with government, so that Volkswagen will once again return to the core area of ​​the Chinese people and market. Threat Japanese car competition. Strong competition from competitors, especially the Japanese auto strong competition for the Volkswagen from Germany is a big impact. As the oil belongs to the non-renewable resources, along with the gradual expansion of the use of inevitably less and less, plus the worlds largest oil-producing region of the Middle East political instability, oil prices fluctuated, the overall trend is gradually Shanghai Volkswagens fuel economy is relatively certain deficiencies. Shanghai Volkswagen has brought certain threat. Return risk. Volkswagen is committed to clean energy and energy-saving vehicles developed new energy is also the world in the development of R D, the threat is that the publics investment in can be rewarded. Developed a higher energy consumption of resources, and that Volkswagen will go to recover the huge investment. In addition, the Japanese small car in the energy and environmental protection more highlight the advantages of a smaller investment in environmental protection in transition. The public why the assurance that their input is value for money a significant threat to public investment cannot maintain a leading level will be for their own development. Service Competition. In order to progress automotive competition, Shanghai Volkswagen had make in the current situation. Must be able to advance with the times, and the development and use of its own suited to the development of the marketing strategy, market demand, and solve problems for customers, and strive to make customer satisfaction. Improve the pre. Sale, service, and strive to improve the scientific and technological content of products and services. Volkswagen is currently lagging behind in this regard in the Japanese and Korean car manufacturers. Analysis Doing business in home country is quite different in other country. In the class, we already know some essential conditions for multination corporations. Moreover, we will discuss that these multination enterprises have some similar characters to success in today’s environment. Also, we can understand what foreign challenges they are facing when they are entering global markets. Similarity Brand awareness. It is very critical for a company to keep leadership or earn profit in an industry. How to let customer embrace the idea of company is a significant issue for marketing strategy. Volkswagen is a wild-known Germany car brand with high quality and brand recognition. â€Å"Volkswagen – Das Auto†, the slogan of Volkswagen Passenger Cars brand combines the three core values: â€Å"innovative†, â€Å"providing enduring value† and â€Å"responsible† (Volkswagen, 2008). It launched many successful car models such as Volkswagen Golf and Beetle. Next, Banyan Tree Hotel Resort, the Asia based luxury hotels group, also has a strong brand awareness. A Sanctuary for the Senses is the philosophy behind the hotels, resorts, residences, spas, retail galleries and destination club is based on rejuvenation of the body, mind and soul (Banyan Tree, 2012), thus giving the customers the greatest experience and building its name. Otis, the brand belongs to UTC, is one of the world’s largest elevator and escalator systems, and Carrier, and is also the world’s largest manufacturer of heating, ventilating air conditioning and refrigeration systems (United Technologies Corporation, 2012). From this three brand, we saw that they are dedicating in creating brand awareness, because it is the key to expend to the future business. Expending market in China. China is the biggest market in the world. With high economic growth rate, in China more and more people have disposable income to enjoy the material life, and more and more enterprises are thriving, too; therefore, a huge amount of commodities are needed. From the manufacture industry (Volkswagen and UTC) to tourism industry (Banyan Tree), they are heading and accelerating their business in China. Not only the national market that enterprises focus, but also target at the international customers that come to do the business or travel in China. In the next three years, the Banyan Tree group, including Angsana, plans to open 20 resorts in China (Banyan Tree Hotels Resorts, 2012). UTC will try to have business relationship with Chinese government on the global defense spending in the short to medium term. Face on fierce competition. Even though each brand, Volkswagen, UTC, and Banyan Tree, is one of brand leader in its own industry; however, they still face tremendous competition. In the luxury high-end car model, Volkswagen faces the competition of Ferrari, Mercedes, and BMW. In the cheaper models, it has to compete with Japanese car such as Nissan and Toyota. In hotel industry, Banyan Tree group has encountered many luxury hotel groups in their business location, such as Four Season hotels in Macau and Bali, One and Only resorts in Maldives, and Aman resorts in Phuket. UTC also struggle with the competition in global defense, space, and aerospace industries businesses. Because these fields are subject to substantial competition from domestic manufacturers, foreign manufacturers and companies that obtain regulatory agency approval to manufacture spare parts. In addition, the US government’s and other government’s polices of purchasing part from suppliers other than the original equipment manufacturer affect military spare parts sales (Marketline , 2012). To stand out in the blue sea, these three companies have to build a strong marketing strategy to convey and create the value for their customers. Politic restriction. It is not the unusual issue for the foreign and global company. Every country has its own regulation. That is to say, the marketing strategy must to adjust country by country. Moreover, the politic is not so stable in some area, hence increasing the risk of investment, decreasing in sales and profits, or both. Doing deeper researches becomes more critical for a company before planning and implementing its market strategy in a country. Difference Product position. Since having different product positions in marketing, it makes them also have different marketing relationships, marketing strategies, and management systems. For example, Banyan Tree and serve and product are targeted at traveling and tourism, and it was classified into business to customer (B2C), as well as Volkswagen. Therefore, people are easy to see their advertisements. Moreover, Banyan Tree not only includes hotel industry but also traveling services. Thus, it is critical for Banyan to guarantee its services quality since it would has deep relationship with their traveling industry (Banyan Tree, 2012). In addition, Volkswagen focuses its product most. Every year, Volkswagen need to investigate new markets and focus different levels of customers before it publishes new car (Volkswagen, 2008). Although the serve is also important to Volkswagen, the new cars’ attraction is vital for Volkswagen expanding markets. UTC’s marketing relationship is business to business (B2B), it is different from other two cases. It would focus on its product technique and quality (United Technologies Corporation, 2012). Since UTC’s products are various, it includes many of business requirements, it is benefit fro UTC to maintain long-term relationship with their customers. Marketing impact. Nowadays, each company’s market is not always stable. The factors from marketing impact are also various. Some factors come from external, such as environment, economic recession, etc.; and some are belonged to corporation internal. For example, first, the frequent marketing impacts to Banyan Tree are natural disaster, such as typhoon and earthquake (Banyan Tree, 2012). The only thing Banyan Tree could do is to repair the resorts and to wait for tourism back. Second, UTC has significant debt, and it would limit the UTC’s ability to obtain additional financing; and lose advantage against its competitors who may have less debt. In other words, much debt would impact significantly UTC’s marketing performance (Datamonitor, 2010). Last, the decline in Volkswagen’s marketing share is a serious problem, especially in China market. Since more and more competitors share car marketing, Volkswagen has to find another way to increase its marketing share (Volkswagen, 2008). Marketing Strategy. Corporations should have new strategies for increasing market share since more and more competitors are also in unstable-fast markets. According to case reports, these three corporations also have new marketing strategy to attract new customer and maintain its original customers. For example, Banyan adopts marketing alliance, and it is a magnificent method to increase Banyan Tree’s exposure and to enhance its business. It would ensure the quality of Banyan Tree, such as delicate design, high-class service, amazing food, and breath-taking landscape (Banyan Tree, 2012). Second, UTC re-organized its company for utilizing its resource efficiently and creating new markets. UTC uses to take the acquisition from other segment to develop other segments that UTC planned. Such strategic acquisitions would provide the company an opportunity to increase its global presence and revenue base (Marketline , 2012). Also, Volkswagen tries to attract it new customers by developing new energy technique. Volkswagen believes this technique, that reduces the fuel consumption and emissions significantly, will allow Volkswagen to a leading position in the zero-emission car market (Volkswagen, 2008). Risk considerations. Having business in abroad should not only consider the market, but also economic risk and government risk. For example, Banyan would have a serious impact in economy recession since customer chose a cheaper hotel to stay and deducted the entertainment fee. From aviation industry to hotel industry, they all faced the decrease in revenues, such as in 2009 (Banyan Tree, 2012). UTC’s would have a significant impact on the company’s earnings, if there are any fluctuation in exchange rates. It is because UTC derived approximately 60% of its total FY2010 segment in abroad (United Technologies Corporation, 2012). However, according to Volkswagen case, the major risk of Volkswagen is competitors. Volkswagen should find other way to distinguish its competitors (Volkswagen, 2008). Conclusion These three cases all have good reputations in global industry, and their product and services are also predominant in their area. Banyan Tree provides good quality service and hotel in tourism industry, UTC has high technique in aero industry, transport area, and weather control system, and Volkswagen has large market share in car industry. In addition, they are not new multinational companies, and they have long history in their home markets and global markets. According to the report, we know that international business share some strength factors and also face same challenges. Although their product and service are different, they still have some similar conditions, such as owning brand recognition, having politic issue, jointing Chinese markets, and facing global competitors. In addition, we believe that those enterprises are capable to deal with different global challenges, including marketing their product into different countries, predicting any risk from external, and creating new marketing. Under turbulently changing environments, enterprises survive through dynamic reactions. Those reactions should not only depend on experience but also create new marketing strategies. Also, having sensitive recognition to global market and creating marketing method are vital to nowadays environment. It is not difficult to identify that Banyan Tree, UTC, and Volkswagen already own these characters. Because of their experience and creating marketing thinking, they can have outstanding performance distinguish from their competitors. Through this report, we understand that being multinational corporations would have similar successful characters to overcome foreign challenges. In this quick-changing era, it does not matter what product or service is, fixable and executable international marketing strategies are vital to global companies to conquer the global market. Reference Banyan Tree. (2012). Home Page. Retrieved from Banyan Tree Hotels Resorts: http://www.banyantree.com/en/ Roll, M. (2009). Banyan Tree Branded Paradise from Asia. Retrieved from Official Weblog for the book Asian Brand Strategy: http://www.asianbrandstrategy.com/2009/06/banyan-tree-branded-paradise-from-asia.asp United Technologies Corporation. (2012, February 24). United Technologies Corporations annual report. Retrieved November 2, 2012, from United Techonlogies: http://www.utc.com/About+UTC/Company+Reports United Technologies Corporation. (2012, May 1). About Us. Retrieved November 4, 2012, from United Technologies Corporation: http://www.utc.com/About+UTC Brown, J., Dev, C., Zhou, Z. (2003, May 8). Broadening the foreign makret entry mode decision: spearating ownership and control. Journal of International Business Studies . Cieslik, A., Ryan, M. (2011, April 28). Productivity differences and foreign Market Entry in an oligopolistitc Industry. Springer Science Business Media . Chen, M.-Y., Chang, J.-Y. (2010, Aug 11). The choice of foreign market entry mode: An analysis of the dynamic probit model . Economic Modelling . Datamonitor. (2010). Company Profile -United Technologies Corporation . New York: Datamonitor. Datamonitor. (2011). Company Profile -United Technologies Corporation . New York: Datamonitor. Fortune Magazine. (2011, July 25). Fortune500 Companies of 2011. Retrieved November 2, 2011, from Cnn Money: http://money.cnn.com/magazines/fortune/global500/2011/snapshots/421.html

Essay --

Introduction Cardiovascular disease (CVD) and chronic kidney disease (CKD) closely parallel the obesity and insulin resistance epidemic. Current U.S. estimates project 70 million obese adults and an additional 70 million with hypertension and/or type II diabetes (28, 42, 45). More so, the National Health and Nutrition Examination Survey (NHANES), suggest a graded and continuous relationship exists between prevalent hypertension and increasing body mass index (BMI); a metric that is closely associated with insulin resistance and self-identified type II diabetes (8, 34). Latent diabetic vascular complications are a hallmark of the disease and known to significantly affect the cardiovascular and renal systems. Atherosclerosis is the main reason for decreased life expectancy in patients with diabetes, whereas diabetic nephropathy and retinopathy are the largest contributors to end-stage renal disease and blindness, respectively (37, 56). Current therapy is aimed at managing blood glucose concentrations and increasing insulin resistance. Thus, vascular complication mitigation includes: blood glucose monitoring and lowering, which decreases the risk of nephropathy and retinopathy. Antihypertensive medicine is also utilized to decrease the risk of cardiovascular disease, nephropathy, and retinopathy (15, 26). As well, hypertension is closely associated with stroke and pulmonary edema. Despite these advances, diabetes complications and their treatments are aimed at abating symptoms in an effort to improve physiological function. Atherosclerosis in Diabetes Atherosclerotic lesions in patients with diabetes are indistinguishable from lesions in patients in whom another characteristic, like hypercholesterolemia or smoking, is the major ... ...hole-body insulin resistance in skeletal muscles (11, 32, 43). It should not be discounted though that the MR also has a high affinity for both aldosterone and 11ÃŽ ²-hydroxy-glucocorticoids, which exist in lower levels in non-epithelial tissues that allow glucocorticoids to signal through the MR in cardiovascular and metabolic tissue such as skeletal muscle, liver and fat (72). Not a marginal point as insulin resistant populations have plasma glucocorticoid concentrations are greater than those of aldosterone and this may promote MR activation by glucocorticoids. Potentiating the oxidative stress in the cardio-renal metabolic syndrome (71). Indepdent of the in-/direct mechanism, the evidence of RAAS blockade or silencing can ameliorate oxidative stress, improves endothelial function and contributes to reductions of hypertension in the cardio-renal metabolic phenotype.

‘A Vendetta’ & ‘The Tell-Tale Heart’: Close or Distant? Essay

Though it’s not exactly the case of ‘great men think alike’, yet, there is some similarity between the two short stories of two great storytellers of two different times, â€Å"The Tell-Tale Heart† by Edgar Allan Poe (1809-1849) and â€Å"A Vendetta† by Guy de Maupassant (1850-1893). It produces same reactions at times, as both are murder stories. Apart from that, each of them works with different themes and uses different type of presentations. Therefore this essay tries to find out such differences and similarities between these two stories, before reaching its own conclusion. SUMMARY OF ‘THE TELL-TALE HEART’ ‘The Tell-Tale Heart’ deals with a theme like ‘an ill mind can stretch itself to any degree under provocative conditions. ‘ Here the central character is a nameless person, who is actually a madman and full of strange behavior. He does not like his master because of dully eyes and that is why he wants to kill his master! Poe has written this story in first person, and that kind of storytelling raised more tension in the story, besides showing how the strange chemistry of human mind influences a person to kill someone, and then to confess about it. In the story, the dull expression of the eyes of his old master irritates the person and that irritation finally turns into a desire to murder the master. So the servant keeps on recharging his desire by visiting his master’s room at the dead of night for several days and then finally kills the old man. All the while readers come to know about his strange mental condition through his confessions about hearing strange sounds or his frequent references on ‘madness’. That ‘madness’ carries the story till the end, when he kills and even cuts off the body parts of his master and hides them before revealing about everything to policemen. SUMMARY OF ‘A VENDETTA’ The theme of this story can be anything that speaks about ‘how the intensity of human desire paves its way towards fulfillment’. Presented in third person narrative, this story shows that how with dedication, determination and application one can achieve an apparently impossible mission even under critical circumstance. The central character of the story, an old widow, finds her son Antoine Saverini murdered by a man named Nicolas Ravolati, who leaves the place at once. The widow gets shocked, as she is now left alone with only a dog as her companion, save the black future. Yet she resolves to avenge the murder of her son and constantly ponders on that idea, in spite of the fact that she is weak, and has none to support her in her mission. However, it’s her deep desire to fulfill the mission that aids to her vision, where she finds an option like training the dog to kill. Once decided, she finds a novel way to train the dog, where she uses a dummy and an age-old idea of providing incentive to the animal after successful completion of the ‘murder rehearsal’. This goes on for quite a few days before she gets convinced that the dog is ready to do the job, and then she goes out to find Nicolas Ravolati and finally meets him in the backyard of his new home. It is there she unleashes the dog to kill Ravolati and thus fulfills her mission of avenging her son’s murder. THREE QUALITIES OF ‘THE TELL-TALE HEART’ First person narrative Edgar Allan Poe has used first person narrative in Tell-Tale, which suits the story in many ways. Firstly, it has helped the writer to show the strange mental condition of the murderer through his own words. Secondly, it has helped him to use clinical clues easily. The symptoms of madness in the man have been placed right from the paragraph (elements are identified in italics), which creates the background of the story. â€Å"TRUE! – NERVOUS– very, very dreadfully nervous I had been and am! But why will you say that I am mad? The disease had sharpened my senses – not destroyed—not dulled them. Above all was the sense of hearing acute. I heard all things in the heaven and in the earth. I heard many things in hell. how, then, am I mad? † Everyone knows that someone mentally ill often feels nervous and complains about strange things. Poe shows that to the readers through words and actions of the main character, where he openly admits about his nervousness or ‘hearing more than others’. Such victims of mental illness turn violent too – which we observe later, when he attacks and kills his master. At the end of the story, Poe makes the man complaint again about the strange crisis within him – â€Å"I could bear those hypocritical no longer! I felt that I must scream or die! —and now–again–hark! louder! louder! louder! † Effect of Madness This story tells its readers about how strange, painful and unpredictable a madman’s life can be. It is always difficult to use madness as a main issue in a short story, but a master storyteller like Poe has mixed it in such a way that readers are bound to be sympathetic to the murderer in the end. All over the story Poe produces enough of dialogues and actions to convince the readers about the helpless condition of the murderer (clinical clues placed in italics). â€Å"I heard a slight groan, and I knew it was the groan of mortal terror. It was not a groan of pain or grief—oh no! – it was the low stifled sound that arises from the bottom of the soul when overcharged with awe. I knew the sound well. Many a night, just at midnight, when all the world slept, it has welled up from my own bosom, deepening, with its dreadful echo, the terrors that distracted me†. It is that sad tune of madness that rings on all throughout the story and touches the heart of the readers. Bizarre Motive The motive of murder is bizarre, which clearly shows the unfortunate mental state of the murderer, who even admits that right at the beginning of the story. â€Å"It is impossible to tell how first the idea entered my brain; but once conceived, it haunted me day and night†. Or â€Å"I think it was his eye! Yes, it was this! One of his eyes resembled that of a vulture—a pale blue eye, with a film over it†. These lines clearly show the uncertainty in the man, and also indicate the motive is bizarre. On the other hand, this bizarre motive is significant to know more about how mental illness works in a person; and from that angle, it has to be a conscious creation of Poe. THREE QUALITIES OF ‘A VENDETTA’ Third Person Narrative Maupassant has used third person narrative to tell this story. Third person narrative always has the scope to cover a big picture, and Maupassant’s genius has utilized that possibility to a great level. The details of the surroundings of the town Bonifacio, the place where the widow lived with her son – all influence the readers to identify the helplessness of a lonely widow who desperately wants to be at peace by killing her son’s murderer. Just two lines from the story can serve as an example. â€Å"The widow Saverini’s house held for dear life to the very edge of the cliff; its three windows looked out over this wild and desolate scene†. It is as if, Maupassant says to the reader – â€Å"Look at this poor, lonely lady, who is living on the edge by all means, yet she is out to win justice.. † Clear Motive Behind the Murder The widow’s motive is clear and concise, that she is out to avenge the murder of her son – in other words, to find peace by accomplishing her mission. This is why the widow is calm and devoted to the task cut out before her. â€Å"For three months she trained the dog to this struggle, the conquest of a meal by fangs†. This statement proves the fact that she is seeing it as a mission, of which murder is just a part to complete the circle. This determined approach of the widow heightens the tension of the story, while winning sympathy for her. Maupassant Used Interesting Old Tricks Using ‘incentives’ in the training of animals is an age-old practice among circus trainers or the farm-keepers. Maupassant successfully used that idea in the story to provide the much-needed solution for the widow. â€Å"One night, as Semillante was beginning to moan again, the mother had a sudden idea, an idea quite natural to a vindictive and ferocious savage†. And â€Å"She had taught the dog to rend and devour it without hiding food in its throat. Afterwards she would reward the dog with the gift of the black pudding she had cooked for her†. And â€Å"As soon as she saw the man, Semillante would tremble, then turn her eyes towards her mistress, who would cry â€Å"Off! † in a whistling tone, raising her finger†. It is this novel idea that takes this story to a new level from where it takes off towards the climax. This ‘incentive’ technique in fact proves to be the backbone of the story, because without it, the widow could not have fulfilled her mission with the help of a dog. SIMILARITIES From a readers’ point of view the similarities between these two stories can be placed in the order like below: Application of Interesting ideas Both Poe and Maupassant have chosen interesting ideas to build their story – and this treatment may be considered as a similarity. Though their ideas are far from close to each other (madness and ‘incentive’ technique), yet they serve the same purpose for their respective stories – they add dimensions to the readers’ interest. There is another such similarity – that is about the murder methods – while one uses a dog, other opts for a bed. Ability to sustain readers’ interest The flow of events in both the stories is well planned and they hold readers’ interest till the end – between which the detailing involves the reader with the event. In Tell-Tale, the monologues invite the readers to realize the helplessness of a person who fails to decide on what to do with his aimless mind, while Vendetta inspires the readers with its detailed account of the determination of an old widow. Same Structure Structurally both the stories are similar, though category wise Vendetta is somewhat closer to ‘twist’ category and Tell-Tale belongs to ‘tale’ category. Yet, the stories are well plotted, where Poe wants to show the negative effect of brain and Maupassant wants to show positive power of brain. Both the stories have fewer characters and have background elements working in their favour (madness and determination). CONCLUSION Though both the stories produce similar emotion at times, they are written almost from an opposite angle, where Tell-Tale is a story of an unfortunate madman and Vendetta is a declaration on the power of human mind. From this angle, these two stories are just the opposite, as Poe shows us, almost like a doctor, how helpless humans are, when their brains malfunction, while Maupassant tells what a human can achieve with brain-power even under difficult conditions. However, good stories tend to be puzzling, and that allows anyone to consider these two stories as two sides of the same coin on the ground that both deal with the power of mind, be it ill or good. Ends

Managerial Economics Case Study The Online Retail Giant...

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