Global Marketing and how the foundations of Marketing you learned in other introductory courses holds true at the global level.
Chapter One begins with an overview of Global Marketing and how the foundations of Marketing you learned in other introductory courses holds true at the global level. One such foundation is the strategic decision for growth: the Product/Market Growth Matrix.
The text uses the example of Starbucks to demonstrate how a firm can grow using all four of the growth strategies, even at the same time. Now its your turn. Select ONE of the following firms, and detail how the firm has used each of the four growth strategies.
LEGOS, IKEA or Walt Disney
Be specific and share your source (if used).
Set up your response clearly, such as:
Market Penetration:
Market Development:
Product Development:
Diversification:
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