An international company chose to go with a global marketing strategy in a new location,planning to exactly duplicate the company's previous success in its home country.The venture was not a success.While it enjoyed economies of scale,the marketing campaign did not engage new customers.Which information is essential to create a new and successful marketing campaign?

Question

An international company chose to go with a global marketing strategy in a new location,planning to exactly duplicate the company's previous success in its home country.The venture was not a success.While it enjoyed economies of scale,the marketing campaign did not engage new customers.Which information is essential to create a new and successful marketing campaign?​

Quizplus · Accepted Answer

To create a successful marketing campaign in a new location, it is essential to have specific details about the unique needs of potential customers in that location. Factors that led to success in the company's home country may not necessarily be applicable in the new location. Input from laid-off employees and negative comments on social media are not reliable sources for developing a new marketing campaign. A rotating promotional effort may be helpful but should be based on the needs of the target market.

An International Company Chose to Go with a Global Marketing