CHAPTER 21 TAPPING INTO GLOBAL MARKETS. W i t h faster communication, t r a n s p o r t a t i o n , and financial flows, t h e w o r l d is rapidly s h r i n k i n g . Products d e v e l o p e d in one country—Gucci purses, M o n t Blanc pens, McDonald's hamburgers, Japanese sushi, Chanel suits, German BMWs—are f i n d i n g enthusiastic acceptance in others. | IN THIS CHAPTER WE WILL ADDRESS THE FOLLOWING QUESTIONS 1. What factors should a company review before deciding to go abroad 2. How can com panies evaluate and select specific foreign markets to enter 3. What are tho major ways of entering a foreign market 4. To what extent must the company adapt its products and marketing program to each foreign country 5. How should the company manage and organise its international activities Rec CHAPTER 21 TAPPING INTO GLOBAL MARKETS Red Bull X-f ighters event 2DM. With taster communication transportation and financial flows the world is rapidly shrinking- Products developed in one country Gucci purses Mont Blanc pens McDonald s hamburgers Japanese sushi Chanel suits German BMWs are finding enthusiastic acceptance in others A German businessman may wear an Armani suit to meet an English friend at a Japanese restaurant who later returns home to drink Russian vodka and watch an American soap on TV Consider the international success of Red Bull billion-dollar brand in less than 15 years Red Bui has gained 70 percent of the worldwide energy drink market by skillfully connecting with global youth. Founded in Austria by Dietrich Mateschitz Red Bui was introduced into its first foreign market Hungary in 1992 and is now sold in over 100 countries. Red Bull consists of amino acid taurine B-comp ex vitamins caffeine and carbohydrates. The drink was sold originally in only one size the silver 250 ml oz. can and received little traditional advertising support beyond animated television commercials with the tagline Red Bull Gives You Wrings Red Bull built buzz about the product through its seeding program the company microtargets in shops dubs bars and stores gradually moves from bars and clubs to convenience stores and restaurants and finally enters supermarkets It targets opinion leaders by making Red Bull available at sports competitions in limos before 6Ó7 Ú S PAJÏT 3 CREATING SUCCESSFUL LONG TERM GROWTH award shews and at exclusive
