Critically analyse, examine and evaluate the key issues involved in Essay

Critically analyse, examine and evaluate the key issues involved in the process of development and implementation of coherent international marketing strategy N - Essay Example There have been large initiatives, like the IT thrust by introducing supply chain management to ensure regular deliveries, to introducing new strategies like focusing on the new found power and wealth of women in sports. For the past 30 years the marketing strategy was dependant on the make to sell model. Products were made in anticipation of sales and cross fingers became a habit as the mysteries of the unknown were omnipresent. Every manufacturer likes to evolve into make to order market. That is a segment that spells stability and a certain level of recognition in the market. It becomes more pronounced when the market is global, across geographies and cultures. Nike too had this vision. They wanted to cross frontiers with a common approach. It was like wanting a clan, not just a family, which followed common principles, yet had identity of its own respecting their environment and circumstances, but adhering to the common fundamental principle. It was a huge call and needed people to understand the conglomerate of which they were a part. It required a merger of thought, not just action, and the very vision became their clarion call, Just do it. Before a company decides to go â€Å"global,† it must first show â€Å"an ability to appreciate the degree of globalization that exists in a given industry, or sector, and to provide the required strategic response. †Jeannet, Jean-Pierre,3 Centralization is the basic format of Nike’s plan. Not only product designing, but the contracting out of manufacturing at different factories and delivery schedules are all carried out at the Head Office. In response to highly chaotic running shoes market in 1975 a plan named Futures Program was developed.4 The intention was to force the Retailers to order nine months in advance by placing non-cancellable orders. This assured cash upfront for the company as well as predictability