MGT 3190 Cross Cultural Management Essay Example | Topics and Well Written Essays - 1500 words

MGT 3190 Cross Cultural Management - Essay ExampleThis strategy along with some others that have to do with marketplace segmentation and brand positioning for maximum customer satisfaction has been used by the Mattel connection in order to evolve a strategy that is best suited for the purpose of an entry direct harvest-time in a diverse global market. Therefore, a good entry-level strategy for the Mattel Company has twisty introducing the fact that Barbie has an international face as it can be modified to cater to any agreeable of culture or country. In this regard, there has been long-term growth through the management of the immediate and other short-term risks. In this case, the main risk came from losing its exclusivity, which can be tackled through the direct investment strategy. (Finnigan, 2001)The Japanese market did not take very(prenominal) kindly to the Mattel Companys Barbie. This was basically due to the fact that the Japanese market did not understand Barbie with her long legs and wide chest. The physical attributes did not conform to the general attributes of Japanese women. This was a major problem apart from stiff competition from the doll names Takara which was a huge winner in the Japanese market. Despite trying to strike a partnership with Takara, Barbie did not do very well. (Chonko, 1999) In order to do better business, Mattel could have first of all changed the way Barbie looked, to a veritable degree. Even though, its priority list speaks of countries like UK and Australia as strategic places for expansion, internationalisation in todays world would correspond a westward as well as an eastward growth owing to the fact that the east is booming and almost at par with the West as far as politics and economies be concerned. As an entry point mode, a company dealing with such products needs to make a more individualistic statement so as to avoid cheap imitations, which is what happened in the case of the Japanese market when it came up with its own Japanese Barbie after the agreement between Mattel and Takara fell through. This calls for a mix of inactive as well as consumer centric activities at the location as well as somewhat it for better cultural orientation and market segmentation. For this, it is important to touch the pulse of the cigaret consumers by world accessible to them distance wise and culture wise. Therefore, it pull up stakes be found that for an entry level product in an international market, exploring the retail market is the best option. The direct investment strategy is the best superstar for the entry mode strategy. According to the entry level mode strategy, it is important for the product to take the characteristics of its target market into account apart from the investment plan it will follow in the course of breathing out international. (Walter et al, 1988)In this regard, the entry level mode can be applied to find the areas where there is warring advantage so as to find var iations in the large consumer base that this product can applaud in Japan. This will assist the company in finding an appropriate contractual or middling strategy that may be customised to fit into the Indian market in terms of segmentation. With franchising, licensing and other activities that will promote an