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    Export Marketing Assignment Mcdonaldization

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    fahad pansota
    This document contains an assignment with three questions regarding export marketing. [1] The first question asks about different market entry strategies used by an exporter named Shan targeting overseas Pakistani customers and Apple using overseas production in China. [2] The second question discusses why exporters should worry about gray market distribution of their products and identifies monitoring prices and educating consumers as ways to protect against this. [3] The third question defines "McDonaldization" as the process where institutions and organizations adopt characteristics like efficiency, predictability, and standardization found in fast food chains like McDonald's.

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    Export Marketing Assignment Mcdonaldization

    Uploaded by

    fahad pansota
    36 views2 pages
    This document contains an assignment with three questions regarding export marketing. [1] The first question asks about different market entry strategies used by an exporter named Shan targeting overseas Pakistani customers and Apple using overseas production in China. [2] The second question discusses why exporters should worry about gray market distribution of their products and identifies monitoring prices and educating consumers as ways to protect against this. [3] The third question defines "McDonaldization" as the process where institutions and organizations adopt characteristics like efficiency, predictability, and standardization found in fast food chains like McDonald's.

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    This document contains an assignment with three questions regarding export marketing. [1] The first question asks about different market entry strategies used by an exporter named Shan targeting overseas Pakistani customers and Apple using overseas production in China. [2] The second question discusses why exporters should worry about gray market distribution of their products and identifies monitoring prices and educating consumers as ways to protect against this. [3] The third question defines "McDonaldization" as the process where institutions and organizations adopt characteristics like efficiency, predictability, and standardization found in fast food chains like McDonald's.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    36 views2 pages

    Export Marketing Assignment Mcdonaldization

    Uploaded by

    fahad pansota
    This document contains an assignment with three questions regarding export marketing. [1] The first question asks about different market entry strategies used by an exporter named Shan targeting overseas Pakistani customers and Apple using overseas production in China. [2] The second question discusses why exporters should worry about gray market distribution of their products and identifies monitoring prices and educating consumers as ways to protect against this. [3] The third question defines "McDonaldization" as the process where institutions and organizations adopt characteristics like efficiency, predictability, and standardization found in fast food chains like McDonald's.

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    Export Marketing

    Assignment

    Fahad Ahmad

    17U00092

    Section A

    Q1. Identify a company that uses export and one using overseas production or a strategic
    alliance. Describe their market entry strategies and determine why the companies differ in
    the entry mode being used. (10 marks)

    An example of exporter would be Shan. They are direct exporters of their products in the UAE
    and many other countries. They used the strategy to target the people who had moved from
    Pakistan, or are Pakistani people living abroad. They have used that market and targeted it
    directly, by providing the local Pakistani product to overseas Pakistani.

    The example of overseas production or strategic alliance can be Apple. They have their root
    causes in US but their production and assembly is being done in China and some other countries.
    They have strategic alliance with the company that produces screens and parts for Apple
    products and hence Apple is engaged in overseas production.

    Q2. Why should an exporter worry about gray market distribution of its products in
    foreign markets? What can be one way to protect against this practice? (05 marks)

    The grey market is a distribution channel not authorized by the brand or manufacturer of that


    product. Grey market goods are sold by unauthorized resellers that may otherwise look reputable
    to consumers. An exporter should worry about gray market distribution because it upsets pricing
    stability among its distributors and can conflict with prices on direct sales, perhaps eroding them as
    well. A gray market can create customer dissatisfaction because as a result of gray market, brand
    owners may experience channel conflict, inventory issues, wide price fluctuations, reduced
    margins, brand erosion, and brand equity concerns. Grey markets can harm the company as a
    whole. The company might have set a set of standards and target markets. But, the grey markets
    might have led to the different standards, or different markets, which will in return ruin the
    company reputation. An example of this is that Tommy Hilfiger doesn’t officially sell in
    Pakistan. But, you can find their products in high end stores. This results in a loss of the hedonic
    values of the brand which is tommy Hilfiger. In order to stop gray market distribution first thing
    you have to do is identify unauthorized sellers. You can’t stop the grey market if you don’t know
    where—and what—it is first. Your current sales data can tell you a lot here. One good identifier
    of a grey market seller is a suspiciously low price. So, monitor your prices across all your
    distribution channels for any red flags. Second thing is to educate your consumers about where to
    shop and why to shop there.

    Q3. What is Mcdonaldization? (05 marks)

    McDonaldization of society is a phenomenon that occurs when society, its institutions, and its
    organizations are adapted to have the same characteristics that are found in fast-food chains.
    These include efficiency, calculability, predictability and standardization, and control. Basically
    it is the term which refers to becoming an excellence. McDonalds has very high standards of
    quality control and worldwide success. So, they have been deemed as the company which
    operates on excellence. With so much variety in the menu in different countries and so many
    outlets worldwide, you can always get the same standards and same level of efficiency
    everywhere. This is known as McDonaldization.

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