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Submitted by rdnewsom on November 15, 2007
Category: Business
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Global Communications Benchmarking Research
University of Phoenix
Introduction
Global communications is experiencing many problems. As a corporation, they are seeking to solve their problems by developing new initiatives. One of these strategies is to “realize growth through the introduction of new services, primarily to its small business and consumer customers.” In order to “maximize their initiatives the company plans to market itself more aggressively on an international level with the goal of becoming a truly global resource.” There are many smaller concepts that can help Global Communications accomplish this goal encompassing concepts like careful international marketing, creating effective partnerships, expanding product lines, network marketing, strategic internal reorganization, and reducing costs by automating the customer service centers. Each of these concepts contains some risk; however, this risk can be mitigated by benchmarking other companies that can be applied to Global Communications.
Concept 1: International Marketing
Until recently, Proctor and Gamble had a policy of waiting to expand a product globally until it had proven itself in the world market. This strategy allowed other companies to benchmark Proctor and Gamble- giving away their products and ideas. Their competition could then take these ideas and imitate them in foreign markets. In addition, P&G was not expanding their customer base; therefore, they were not increasing their profits to the maximum potential. As an example, it took P&G 15 years to produce Pampers on a global level; whereas, if they introduced them today then the diapers would be released to the public in 18 months or less (Ball-McCulloch-Frantz-Geringer-Minor, 2005).
P&G also used advertising to communicate with the cultures they were expanding into. This even included reusing an old commercial from the US for its...
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