A global strategy is a situation where a company is operating in many countries and adapts the same promotional tactics in all countries. In such a case, the company views the whole world as a one big market and thus no need to adapt the goods and services, distribution and communication to domestic requirements. The company offers the same kind of products and services all over the countries in operation (Wilson & Gilligan, 2012). The marketing personnel are based in the company’s headquarters and they possess diverse skills that match well together. In addition, the marketing budget is also managed from the headquarters. The promotional tactics are meant for the global audience and not tailored for domestic audience.

There are other international strategies used in marketing. These include multidomestic strategy and transnational strategy. A multidomestic domestic is where the company sacrifices efficiency and emphasize on the responsiveness in the local market. A company using this strategy adapts promotional tactics tailored to the specific domestic market (Wilson & Gilligan, 2012). A good example is MTV which customizes the programming shown on its channels in different countries. A transnational strategy on the other hand seeks to balance the multidomestic and global strategy. It strikes balances the desire for efficiency with the need to adapt to the domestic preferences. For example McDonald’s rely on the same menu and brand name in all the countries it operates. However, it gives some preference to local tastes like in France where wine can be purchased from McDonald.

A good country for globalization is Australia especially in Sydney. Being in the coast of Australia, Sydney receives tourists making the demand for furniture high. The Australian government is also supporting the furniture industry by offering business management skills, support for collaboration with research sector, commercialization advice and access to specialist expertise. However, the competition in Sydney is very stiff. Another country is Canada. The Canadian furniture industry has been on the decline due to increased imports from low cost countries like China. It would be profitable to introduce low cost furniture locally as opposed to importing. However, the rise in the value of the Dollar has had a negative effect on the industry. Another country is Denmark. There are not many companies in this industry mainly due to the level of advancement in the industry.  This industry had advanced designs in furniture and requires high expertise and capital.

In my view, I would choose Australia. The industry in Australia offers many designs and types of furniture. In addition, with government support, it is easy to enter the market. Government regulation is a major reason why it is hard to enter a market. Though the competition is high, the consumers are always looking for new designs. The annual growth rate in the Australian furniture industry is also relatively high. Somebody else who does not support my choice can argue that the competition in the market is very high. In addition, there are very many prominent companies operating in the industry which have already build a brand name. It would be hard to penetrate the market with these companies present. The industry also deals with expensive designs of furniture which requires high capital in terms of expertise and money. Most of the companies here also operate online with deliveries which add to the required startup capital.

To show this other person that they are wrong, I would tell him/her that with market research, it will be easy to generate the best strategy of penetrating the market however competitive it is. Research helps to determine where there is a problem or where improvement is needed and then acting on it (Alon & Vianelli, 2013). With research, a problem to be solved in the industry has to be identified. In addition, with the high capital required, one can start small and advance with time.

All the marketing strategies are used by companies depending on which method is effective. Both methods are not always successful in a similar market. A study of the market will determine which strategies and tactics are most effective in a certain country. With the availability of the multiple markets, companies have to plan for the best marketing plan.  In addition, one has to determine whether the same strategy will apply all over the target areas.

Reference

Alon, I., Jaffe, E., & Vianelli, D. (2013). Global marketing: contemporary theory, practice, and cases. New York: McGraw-Hill/Irwin, c2013. xxi, 602 pages: illustrations, maps; 26 cm…

Wilson, R. M., & Gilligan, C. (2012). Strategic marketing management. Routledge

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