Marketing is an international discipline because globalization has led to opening up of markets in countries all over the world. Today, many businesses operate domestically and internationally to capture as many customers as possible. Marketing involves not only the act of buying and selling but also adding value to the products delivered to the consumers.
By operating in the global arena, marketers add value to the products they offer to their consumers. Global marketing requires marketers to use different marketing strategies because consumers in different countries have different tastes and preferences (Svensson, 2002). Therefore, there is a difference in the marketing strategies that should be applied in Indonesia and in any other country such as the United States.
Customers in Indonesia have specific cultural practices and the tastes and preferences for goods and services are different. This depends on the background of a person because the experiences a person has in life determine his/her marketing behaviors.
Thus, marketers should approach each market differently because different marketing strategies are required to provide different groups of customers with the products they require (McCarthy & Perreault, 1993). For example, people in the United States prefer formal systems of conducting their business. Marketers in this region must understand formalities involved in purchasing different products.
On the other hand, customers in Germany prefer informal systems in purchasing products. The marketer should approach the two groups of customers differently because failure to identify the culture of customers will cause failure in the entire marketing process (Moran, Harris & Moran, 2007).
Satellite dishes are communication devices used for transmitting or receiving microwaves. These devices are used when transmitting communication satellites. There is a growing need for communication and these products are in high demand in the entire world. Growth in technology and the need for fast communication methods have increased the need for satellite dishes.
The world market has a high potential for these products and manufacturers should target customers all over the world (Dodd, 2002). Developing countries form a high potential market for satellite dishes and manufacturers should target customers in these countries. Globalization has encouraged people to increase efficiency in communication to link all people in the global markets.
The developing countries have a higher demand for technological assets which will promote the growing structures. These countries form a very high potential for marketing products because there is a large number of people intending to put up businesses in these countries.
With increase in globalization, companies should reposition their products to attract customers from developing countries because these form a large potential for products. The developed countries have become saturated and there is need to acquire more markets and this can be done by accessing markets in developing countries (Pride & Ferrell, 2007).
My advice to a manufacturer of satellite dishes would be to encourage him to focus on differentiating products to match the needs of global customers. In specific, the manufacturer should aim at meeting the needs of customers in the developing nations. This will ensure that the products have high demand in all markets of the world and especially the developing countries since they form new markets.
Locating the products near to the customers will add value and this will promote the growth of a multinational company. The company should target customers in developing countries as a strategy of accessing more potential markets.
References
Dodd, A. Z. (2002). The essential guide to telecommunications. New Jersey, NJ: Prentice Hall. ISBN 0130649074, 9780130649072.
McCarthy, E. J. and Perreault, W. D. (1993). Basic marketing: a global-managerial approach. Irwin, ISBN 025610509X, 9780256105094.
Moran, R. T., Harris, P. R. and Moran, S. V. (2007). Managing cultural differences: global leadership strategies for the 21st century. Butterworth-Heinemann, ISBN 0750682477, 9780750682473.
Pride, W. M. and Ferrell, O. C. (2007). Foundations of marketing. Cengage Learning, ISBN 0618705007, 9780618705009.
Svensson, G. (2002). Beyond global marketing and the globalization of marketing activities. Management Decision, 4(6): 574-583.