Global Branding
A global brand is the brand that is recognized across the world, and some of the examples of global brand are Coca Cola, Pepsi, McDonalds, etc. For the purpose of becoming a global brand, organization must identify the attractiveness of the markets across the globe and maintain a process which help the organization in introduce or launch the brand in different countries of the world.
A global supply chain is considered as network which is created among the different companies operated across the globe and engaged in manufacturing, managing, and distributing particular goods and/or products. It mainly involves the purchase of raw material, transportation, storage, and distribution of finished goods.
There are number of companies which frame strategies for global branding and it involves the entrance of company in new countries or expansion of product offering in the existing country. Generally, expansion decisions are made gradually, on the basis of country-by-country, product line basis, and this is done without realizing the impact on overall balance or consistency of the range of global brand (Linton, n.d.).
It must be noted that this strategy of the company falls in the category of brand positioning, as it includes how product wishes to be apparent in the mind of their customers. A strong positioning of brand clears the concept related to competition and also considers the competitive advantage which can be gain by the company.
In 2017, one brand strategy of the Coco Cola is effective in nature and ensures global branding, and this strategy consider all the brands of company such as Coca-Cola®, Coke Zero™ and Coca-Cola Life® as one portfolio. Under this strategy, company published ad known as “Love Story”, which influence hundreds of millions of audiences that product of the company named as ice-cold Coca-Cola is a drink which complements any meal. This ad shows the commitment of the company towards the global One Brand marketing strategy in the United States. This ad is published on the biggest advertising stage of America, and it helps the organization in creating the awareness for the other products of Coca Cola portfolio such as low-and-no calorie options and variety of small package sizes.
Love story is basically the celebration of Coca cola and it is also considered as the love affair of the people with the food. It states the pleasure get by people while consuming ice-cold Coca-Cola with the meal.
This ad further shows the efforts made by the company to frame the choice in context of coca cola by highlighting the other brands such as Coke®, Coke Zero and Coke Life™ and it also state the small packs of the product such as 7.5-ounce Mini Can and the 8-ounce glass bottle. In the ad, Coca Cola is served with different types of dishes such as paella, tacos, BLTs, grilled flank steak and vegetables which clearly shows that coca cola makes any meal complete. McCann Worldgroup is the originator of this ad and this 30 second ad was published during the second quarter.
Coca Cola
Strategy adopted by Coca Cola in 2017 is completely different from last few years’ strategy as the company broadcasts already-existing creative. They use the powerful platform to tell their stories and these stories are loved by our fans. This strategy proves best strategy for the company and shows various positive results. Through this strategy company make its debut in the big game (The Coca-Cola company, 2017).
It is recommended to the company to make efforts for understanding the behavior of the customers in different market, because many time one strategy becomes profitable in one market but does not work in another market. For example, this strategy of Coco Cola does not work in Indian market because Indians generally prefer healthy drinks with their meals (Sousa, 2000; Cooper, 2010).
Shell uses major geographic segmentation strategies for the purpose of collaborating with the customers. Shell is engaged in oil and gas industry, and product manufactured by company is in demand across the globe. Because of this, it is necessary for company to concentrate on the geographies for the purpose of distributing their products (Saylordotorg, n.d.).
For the purpose of global branding company also use differentiated targeting strategy for the purpose of satisfying the needs of the customers in respective market segments. Shell added different and value added services for the purpose differentiate their services from other services and gain competitive advantage.
Shell also used brand positioning strategy for creating the awareness related to brand at global level. For positioning their brand company use value-based positioning strategies, and for this purpose shell connect with the communities and organizations through its offerings globally.
Collaborations and partnerships also help the company by getting the expertise over different economies and also strengthen its technical and service delivery. Few collaborations of shell are with China National Petroleum, Intel, Cyber Hawk, Gordon Murray design, Geo technology, Gazprom and many others (Rogers, 2017).
Shell operates in business upstream, downstream, Projects and technology and Integrated Gas and new energies businesses. Upstream and downstream business of the company is positioned as star in the BCG matrix while Projects and technology and Integrated Gas & new energies business are question mark because these segments of the group are operated by the British Petroleum and other companies in the industry.
Forbes magazine ranked the brand of shell on 50th position in the list of 2000 global brands, and this brand had been valued at $ 210 billion on the basis of market capitalization method. Strong association of the company with the events related to sports increase the visibility of the company product in the market.
Shell
There are limited number of companies related to this industry in the market because of the high infrastructure and technological cost required for incorporating the company in this industry. However, entry barriers in this industry are also high and for the survival company required high volume which increases the intensity of the competition. Some strong players and competitors of shell in this industry are British Petroleum, Z energy, OMP, Exxon etc (Bhasin, 2017).
It is recommended to the company to use other strategies related to global branding such as company must position their brand properly by understanding the moves of their competitors in different markets across the globe and also by gaining competitive advantage (Entrepreneurs India, 2013).
Globalization and Supply Chain Management (SCM) are interconnected with each other. On the one hand SCM helps in enabling the globalization and other side globalization provides access to new customers and new sources through which company can ensures development. Global access needs the knowledge related to different markets which includes the potential partners, risks and regulations.
Globalization ensures the pool for new opportunities in context of supply chain management, from expanded opportunities related to sources of expanded markets (Angelis, 2013).
Nikon ensures honest and fair material procurement as per the basic procurement policy of Nikon, and this policy is framed by the organization for the purpose of ensuring continuous supply of products which meet the expectations of the customers, and help the organization in building better society as well as proper sustainable growth for the group. On the basis of Nikon CSR Procurement Standards, organization work with its procurement partners for the purpose of ensuring that materials are supplied in socially responsible manner by considering various issues such as corruption, human rights, and environmental protection.
In 2017, Company procure the raw material and other components for their products from almost 1700 procurement partners, and almost 700 procurement partners from these 1700 are their major procurement partners. While considering the transactional value of these major procurement partners, maximum partners are operating in countries where Nikon operates its major production sites, with 23% in Japan, 40% in China, and 28% in Thailand (Nikon, 2017).
Company also takes steps to restrict the usage of conflict minerals which are extracted and brokered by the armed groups for the purpose of abusing the human rights in the Democratic Republic of Congo and its neighboring countries. Nikon carried out the country of origin surveys related to the four minerals used by company in their products. Survey conducted in 2016, Nikon received responses from 99% of the 740 procurement partners it surveyed.
Globalizing Supply Chain
Nikon also established supply chain Subcommittee for the purpose of reporting the activities related to responsible procurement and for carry out discussions on plans for future involves the whole group of Nikon. This committee is chaired by the officer holds the executive position in Nikon and who also charge the procurement and comprises members including the heads of quality assurance and procurement from every division of the business and the group presidents of manufacturing companies inside and outside Japan. Under this committee organization incorporates the Green Procurement Promotion Conference as well as the CSR Procurement Promotion Conference for the purpose of promoting the general CSR procurement which also includes the compliance with the conflict minerals regulations (Nikon sustainability Report, 2017).
It is recommended to Nikon to mainly focus on the new and innovative changes in its supply chain process for the purpose of remain competitive in the present environment of business.
Professionals hired by Nestle in context of supply chain management play important role in ensuring the quality of the product for selling those products to the customers and consumers. For achieving this objective, organization collaborate with the commercial teams to develop the demand of the products and also with the suppliers of the organization across the globe to ensure the responsibly sourced materials. In alignment with operations company also ensures the balance in their levels of inventory for establishing right supply related to their products. Once the products are produced supply chain management is also liable for safe storage and transportation of their products for meeting the needs of the customers on timely basis. Nestle is the organization which make commitment to deliver the best results to their shareholders not only in context off supply chain but in complete business priorities. Professionals of supply chain choose different paths and adopt different methods for building the rewarding career of the organization.
Procurement strategy of the Nestle is also effective. Procurement team of the Nestle helps the organization in achieving the sustainable growth. Professionals of procurement team ensure the accurate supply of the products and also create value for the organization. Various division of Nestle is located in hubs in Switzerland, Panama and Malaysia and these divisions provide number of services. It also includes the management of procurement in context of particular raw materials, packaging, indirect materials and other services. These divisions also provide support to the local markets by managing the expenses and other costs (Nestle, n.d.).
Conclusion:
After considering the above facts, it can be said that both global branding and globalizing supply chain is the important aspects of globalization of business. In context of global branding both Coca-Cola and shell used best marketing strategies to positioning their brand in different markets in the world. On the other hand, Nestle and Nikon used their best professionals in supply management team and procurement team.
References:
Angelis, S. (2013). Globalization & The Supply Chain. Available at: https://www.supplychain247.com/article/globalization_the_supply_chain/global_trade. Accessed on 25th January 2018.
Bhasin, H. (2017). Marketing Strategy of SHELL – SHELL Marketing Strategy. Available at: https://www.marketing91.com/marketing-strategy-shell-shell/. Accessed on 25th January 2018.
Cooper, L. (2010). Five strategies for a successful global brand. Available at: https://www.marketingweek.com/2010/07/01/five-strategies-for-a-successful-global-brand/. Accessed on 25th January 2018.
Entrpreneur India, (2013). 5 Strategies to Build a Global Brand. Available at: https://www.entrepreneur.com/article/226554. Accessed on 25th January 2018.
Linton, I. The Advantages of Global Branding and Advertising. Available at: https://smallbusiness.chron.com/advantages-global-branding-advertising-18190.html. Accessed on 25th January 2018.
Nestle. Responsible sourcing. Available at: https://www.nestle.com/csv/communities/responsible-sourcing. Accessed on 25th January 2018.
Nestle. Supply chain & procurement. Available at: https://www.nestle.com/jobs/functions/supply-chain-procurement. Accessed on 25th January 2018.
Nikon Sustainability Report, (2017). Nikon’s Supply Chain Management. Available at: https://www.nikon.com/about/sustainability/supply-chain/procurement.pdf. Accessed on 25th January 2018.
Nikon, (2017). Supply Chain Management. Available at: https://www.nikon.com/about/sustainability/supply-chain/index.htm. Accessed on 25th January 2018.
Rogers, C. (2017). How Shell has bridged the gap between brand marketing and data. Available at: https://www.marketingweek.com/2017/05/24/shells-brand-marketer-data-specialist/. Accessed on 25th January 2018.
Saylordotorg. Global Branding. Available at: https://saylordotorg.github.io/text_fundamentals-of-global-strategy/s09-global-branding.html. Accessed on 25th January 2018.
Sousa, P. (2000). Global Branding. Available at: https://mktg.uni-svishtov.bg/ivm/resources/GlobalBranding.pdf. Accessed on 25th January 2018.
The Coca Cola Company, (2017). Coca-Cola’s Global One Brand Strategy and Sprite® Make Big Game Debut. Available at: https://www.coca-colacompany.com/press-center/press-releases/coca-cola-s-global-one-brand-strategy-and-and-sprite-make-big-game-debut. Accessed on 25th January 2018.
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