Tranisition Into a Global Organization

What marketing considerations do you occupy to understand as you evolve from a municipal supplier or international distributor to a fully integrated global phoner? Is it an easy transition or does it demand restructuring of your market functions? There argon many factors an organization must consider before and during the transition into a fully integrated global familiarity. Although the transition may not be easy, evaluation of and curriculumning for these considerations will enable an organization to evolve into a strong global organization.During this process of transition from a domestic partnership to a true global organization, some restructuring of the market functions will carry to occur. The traditional marketing model from the sellers point of view, or the tetrad Ps of marketing, is based on Product, Price, Place, and Promotion. This model is based on the assumption that the marketplace is driven by manufacturers. According to Schultz and Kitchen (2000), manufact ured-driven marketplace has evolved into a distribution-driven market place where major retailers or distributors like Wal-Mart control the marketplace.Schultz and Kitchen (2000) go on to state that the marketplace is continuing to evolve into a new emerging interactive marketplace brought about by the development of the cyberspace and new e-commerce business applications. In this new interactive marketplace, the consumer interests rule and as a result, manufacturers, according to Schultz and Kitchen (2000) must adjust to consumer needs. This new trend has direct to a new marketing model from the consumers point of view. This model, called the quadruplet Cs is consumer point as opposed to the traditional seller oriented Four Ps model.The Four Cs model of marketing are Customers, ships party, Competitors, and Circumstances. The global marketplace, according to Schultz and Kitchen (2000) is a combination of the other three marketplace functions. If this is the case, an organiza tion that wishes to evolve into a fully integrated global company must evaluate the global market based on the Four Ps and the Four Cs and develop a business plan accordingly to the specific marketplace of implementation. What works locally for a domestic organization may not work lobally.Consider the example of the Starbucks Company unsuccessful person in Australia. According to Patterson, Scott and Uncles (2010), a contributing factor to the failure of Starbucks in the Australian marketplace was that Starbucks tried to bring what worked in the US and applying it here (Australia), without really understanding the local market. Starbucks had an unsustainable business model because the company failed to do the research that would have enabled the company to effectively market its merchandise to the Australian consumer.ReferencesPatterson, P. , Scott, J. , & Uncles, M.. (2010). How the local competition defeated a global tick The case of Starbucks. Australasian Marketing Journal, 18, 41-47. Retrieved from http//proquest. umi. com. ezproxy1. apus. edu/pqdweb? did=2097829591&sid=4&Fmt=3&clientId=62546&RQT=309&VName=PQD Schultz, D. & Kitchen, P.. (2000). Communicating globally An integrated marketing approach. Lincolnwood, IL McGraw-Hill, Inc. Retrieved from http//site. ebrary. com/lib/apus/docDetail. action? docID=10153056