International Marketing

Starbucks rapidly opened 87 stores in Australia from 2000, only to close more than 70% in 2008. Was the failing entirely the fault...

If you're a westerner, you can be forgiven for being ignorant of these fascinating differences in non-western media. This is helpful if you have international aspirations.
Have you ever been to China? Be careful.  You could uncork an explosive interest. It's a fascinating country with an incredible story that spans thousands of years. It is so culturally distant to where I am from - Australia - that I became fascinated a few years ago.
Fast food master of the universe, McDonald's began as one single drive-in restaurant in California. If you had have driven up to the menu board in 1954, you would have seen a long list of standard menu items including 15-cent hamburgers, cheeseburgers, pies, chips, milk, and milkshakes.
Australian businesses need to be mindful of more than the marketing mix overseas. Culture is either the great impediment or facilitator. Here are some very basic tips of how to begin considering the cultural aspect.
Whirlpool Corporation is the world’s number two appliance company, selling $18 billion of ‘white goods’ each year, including washing machines, microwaves, refrigerators and stoves. It is number one in the USA, where it is headquartered.
IKEA differed radically from other furniture businesses at the time of its conception. It makes for a good strategic case study today.   IKEA's founder, Ingvar Kamprad, died in January 2018, aged 91.   After starting from the humble Swedish beginnings, his entrepreneurial flare led to a multibillion-dollar global empire.