#1 Opening Case – Burberry
Burberry’s target customer base are the “well-heeled, younger, hipper, fashion-conscious set”. One thinks that Burberry’s target market is quite extensive as it can range from the young adults ranging from 20 to 30 to a more mature market with age ranging from those above 30 to 65 years. It is observed that Burberry is also trying to target the fashion-conscious millennials as the company is moving towards digital marketing. Ahrendts’ strategy to control the design of their offerings in some of their partner countries would be viewed by Theodore Levitt as a company which “sells the same things in the same way everywhere”. Levitt would consider Burberry’s target market as one whose needs and desires are homogenized no matter in what part of the world they reside. It is evident that Burberry agrees with Levitt’s idea that there is now a global commonality among the markets of the world.
Since Burberry’s target market are also focused on the young who are tech-savvy, they are able to entice new customers through digital technology. Social media has a large role to play in getting these new customers as some of Burberry’s target market may post pictures of themselves wearing Burberry wardrobe or using Burberry handbags or accessories. Advertisements using super models that are targeted towards Burberry’s market may also capture new customers once they see that the company’s offerings are very hip and classy.
#2 Closing Case – Domino’s
One thinks that it is not wise for Domino’s to stick to its traditional home delivery strategy when it is not a norm in the country where they are located. If it wants to expand its market share, Domino’s should start having stores with servers for countries which prefer such service. To keep up with competition, they should still offer home delivery but at the same time have tables in its stores to cater to those who prefer to eat inside the restaurant. Sticking to home delivery in countries where this is not the norm might mean lost sales for Domino’s.
The marketing mix of Domino’s in Japan differs from that of the United States (US) particularly in its product offerings. The pizza toppings in Japan and the manner it is presented are very much different from that of the US because of the difference in taste preferences. Since the toppings in Japan are more expensive, the price of a pizza in Japan is slightly higher than in the US. Unlike in the US where Domino’s is heavy on commercials, Domino’s Japan has more promotional gimmicks.
Domino’s India’s marketing mix is also unlike that of the US. Again, like in Japan the toppings of the pizza are changed since most Indians are vegetarians. Instead of having parmesan cheese packets, the Indian pizza comes with an oregano spice mix because of the preference of Indians for spicy food. Since Indians want to eat in restaurants, Domino’s have tables in its store although there are no servers. The mode of transportation for delivery in India is the moped unlike in the US where motorcycles are used, because of the traffic congestion in India.
One major lesson that can be learned from Domino’s experience is to live by the famous line “go global, think local”. The marketing mix that will be implemented should be adapted to the preferences of the other country. One cannot simply impose a product in another country because it might not be according to the people’s needs. The company should be willing to reinvent their product to suit the country’s needs.
Another lesson that can be drawn from the success of Domino’s international business is to make sure that before expanding to new market in another country, it is essential that the company should first do an extensive research on the country’s culture, economy, government, geography, etc. These information have a huge impact on how one’s product will be accepted by the other country and how it can be marketed and sold.
Works Cited
Levitt, Theodore. "The globalization of markets." May 1983. Harvard Business Review. Web. 11 May 2016.
