To decide upon which strategy to implement on what, it is very important to understand meaning and logical concept behind each strategy.
In this discussion Question, I will be deciding between multicountry or global strategy to implement on following products to make my companies’ product suitable and relevant to sell in the international market making it successful.
* Personal computers
* Washing machines
* An online MBA degree
The basic difference between both the strategies is, Thompson, Strickland and Gamble (2005) stated that "A multicountry strategy is appropriate for industries where multicountry competition dominates and local responsiveness is essential. A global strategy works best in markets that are globally competitive or beginning to globalize."
Personal Computers:
To sell a personal computer it is very important to know if the product carries preinstalled operating system and applications or none.
Since personal computers are about user interaction, so it varies country to country according to their national language, considering this point I will pursue multicountry strategy to sell the personal computers in different countries. Only if I am not providing the computers with preinstalled Operating system and software’s with foreign language compatible keyboard will I use Global Strategy as it becomes standardized.
Natives of each country mostly use applications such as MS Word, excel, programming languages, operation system etc with support for there native language. e.g.: In Dubai, the personal computers come with preinstalled Arabic language support and also the keyboard with Arabic lettering along with English which I believe personal computer companies use multicountry strategy.
Washing Machine:
Washing machines majorly differ in their loading style. There are front loading and top loading washing machines in the market where frontloading machines are mostly premium product where as top loading is considered economical....