BESCO Measurement Essay Example | Topics and Well Written Essays - 500 words

BESCO Measurement - Essay Example The unit used for the y-axis as well as the and x-axes is 1. On the x-axis, each unit is used to represent 10 years. The time period covered in the graph runs from 1950 to 2010. On the y-axis, the rate of development runs from 0 to 700,000. Each unit is used to represent 100,000 units of development. The markings on the line of the graph are used to show series of development. For the first 10 years, which is between before time in record to the mid 1950’s, there was no much change and hence it can be said the development then was constant. Moving on further towards 1960, there was a very slight increase in development. The time period between 1970 and 1980, the rate of development of the fad rose higher by a few units. The rate of development was gradual from the time data used to fill the graph started being collected till the mid 1980’s, the rate of growth recorded according to the graph was a bit gradual, since the line graph remains constant during this time period. However, rapid development started being recorded as from the mid 1980’s and onwards. 1990 marked the beginning of another series and from then, rapid rates of development can be seen from the graph. Between 1990 and 2010, the rate of development in the ten years alone rose from 50,000 to 290,000. This was one of the highest rates of development recorded in the time period. This sharp can be due to a number of factors. However, this is something that we cannot be able to tell from the graph. The year 2000 marked the beginning of the final series on the graph. Between 2000 and 2010, a sharp increase was recorded according to the graph. The steep line shows this high rate of development of the fad. The actual figures of the development increased from 290,000 in 2000 to 610,000 in 2050, which was the end of the time period under

Case study 2 Essay Example | Topics and Well Written Essays - 750 words

Case study 2 - Essay Example Demographically, the target market consists of women with varying income levels, and educational backgrounds, while they are generally part of the Gen X and Gen Y markets.2 Psychographically, Singh sees the global market as a composition of independent women who are smart and not afraid to take risks.3 Behaviorally, the markets are differentiated across regions, and to some extent, across nations. Regions are different, in that Asia tends to imitate Western trends, while Eastern Europe is not as similar in beauty trends as Western Europe.4 For example, some Indians want the latest global brand, not the ones based on local trends. Ravi Narayan, the head of South Asia marketing, learned that teenagers are looking for â€Å"the latest color† that they saw being advertised from an â€Å"English serial† without asking about the price.5 The case suggests that because people are more connected nowadays through access to mobile communication and international media,6 some of th em are more open to and identify with global brands. Furthermore, regions can have sharp cultural differences too. For instance, Singh once had to campaign for pricing and packaging to be different for India, where income levels are lower.7 Geographically, Espoir is sold across the globe, specifically in Western Europe, Eastern Europe, Asia, North America, and South America.8 Hence, these characteristics show that some customers may react more positively to a global marketing image than others, although the extent and degree of differences in purchasing attitudes and behaviors are under-studied. The essay proceeds to describing five arguments in favor of going ahead with the movie global branding strategy. First, a global branding strategy leverages the opportunities and resources in the global market.9 Second, a global brand can be more cost-efficient and effective than highly differentiated and fragmented local marketing strategies.10 Third, a global brand can reduce brand confusi on across regions and nations, thereby strengthening global brand positioning.11 Fourth, a global brand can also improve international cohesion among managers that can result to global innovations.12 Fifth, a global brand can result to improved global performance because of marketing and functional synergies.13 While there are pros to a global brand, there are also drawbacks. First, a global marketing strategy may oversimplify and overstandardize marketing efforts, at the expense of local cultural differences and local innovations.14 Second, Singh is risking low buy-in among head managers, which can affect the implementation process and success of the headquarters-imposed global marketing campaign. Country heads know their markets best and if they think that there are national or cultural differences, then they may be right.15 Third, Singh does not have a clear role and authority in connection to local marketing s