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Sun Warrior brand
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This paper discusses Sun Warrior brand and how it could decide to market its ...... More...
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Paper Abstract:
This paper discusses Sun Warrior brand and how it could decide to market its product globally. Risks and benefits are discussed and the form of market entry is explained.

Paper Introduction:
Assignment Global Marketing Sun Warrior Sun Warrior brand raw vegan protein powder is a product that iscurrently being marketed only in the United States As it is marketedthrough a web site the company could go global but before making thatdecision they need to assess the risks and benefits of a global approach This paper will explain the rationale behind taking Sun Warrior global Sun Warrior brand is one that could be marketed successfully on aglobal basis The raw vegan lifestyle is one

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and keeping its product linethe same, Sun Warrior will minimize the risks of operating abroad, such asproduct safety and quality issues and culture clash, as well as keepingcosts lower. Risks of marketing globallywhile keeping operations restricted to the United States include inabilityto adapt the product/marketing/packaging to the cultures it will bemarketed in and difficulty in troubleshooting overseas marketing issues.Risks of manufacturing abroad include intellectual property theft,compromised product quality and safety, and culture clash. It will adaptits advertising and packaging for each country that it markets in but willnot change the product. Sun Warrior brand is one that could be marketed successfully on aglobal basis. Foreign direct investment would require Sun Warrior to establishfactories and hire employees in the foreign countries where it will marketits products, and that approach would incur the risks discussed previouslyfor manufacturing abroad. In addition, the green lifestyle is becomingpopular the world over as consumers strive to find products that do notharm the environment. The raw vegan lifestyle is one that is becoming increasinglypopular with consumers interested in a healthy lifestyle, animal rights,and vegetarianism for religious reasons. "Changing levels of intellectual property rights protection for global firms: A synopsis of recent U.S. In Sun Warrior's case, the risks of operating globally outweigh thebenefits, because quality and safety issues can ruin a food brand,particularly if consumers become injured or killed by the product.Therefore, Sun Warrior will maintain operations in the U.S. Qian, Gongming; Li, Ji. Not only can a global companyachieve "multiple national market bases from which it can retaliate againstaggressive moves made by competitors," it can also shift its sourcing andproduction elsewhere more readily if interest rates, wages, or the costs ofraw material are more favorable there (Qian & Li 152). Chaudry (463)reports that "approximately $35 billion in counterfeit goods is tradedannually in the world economy," which highlights Sun Warrior's risk ofintellectual property theft if it embarks on global production. Sun Warrior can leverage the global interest in healthier lifestyles,green living, vegetarianism, and animal rights by expanding into the globalmarket. Chaudry, Peggy E. Sun Warrior is a raw product that does not containgenetically modified organisms, so producing and consuming it does not harmpeople, wildlife, or the environment. The decision to adapt its packaging and marketing approach toeach country will give the product a better fit wherever it is sold, sothat it does not look too American to be accepted in foreign nations.There are still risks to expanding into a global operation as there arewith any type of expansion program, but Sun Warrior will minimize those bykeeping its operations at home and using its Internet site as a large partof its marketing approach. Science Direct. The company's mode of global entry will be exporting. Members of some Eastern religions,for example are vegetarians. Benefits include the potential stabilization of overall returnsbecause of economic conditions tending to be "uncorrelated across differentinternational market areas" (Qian & Li 152). Although SunWarrior might consider licensing its product or embarking on a jointventure, both of these options would give it less control over productquality and safety, which are paramount concerns ("Foreign Market EntryModes"). Assignment #4 Global Marketing: Sun Warrior Sun Warrior brand raw vegan protein powder is a product that iscurrently being marketed only in the United States. If this form of global entry proves highlysuccessful, Sun Warrior can consider potential global manufacturing lateron. and EU trade enforcement strategies." Business Horizons, 49.6, (Nov-Dec), 2 6, 463- 472. Thequality and safety issues that arise in China are well-known by now, andthey can incur further risks of lawsuits and loss of brand loyalty.Culture clash can lead to problematic negotiations and operations. firms." Journal of International Management, 4.2, 1998, 149-17 . Works Cited"Foreign Market Entry Modes." QuickMBA. By spreading itsmarkets around the globe, Sun Warrior would be free from the constraints ofjust one market's supply and demand fluctuations, as well (Qian & Li 152). "Multinationality, global market diversification, and risk performance for the largest U.S. There are risks and benefits that must be weighed into the decision ofwhether to take Sun Warrior global, however. As it is marketedthrough a web site, the company could go global, but before making thatdecision they need to assess the risks and benefits of a global approach.This paper will explain the rationale behind taking Sun Warrior global. By maintaining operations in the U.S. Science Direct.

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