Ch. 5 Developing a Global Vision

Maybelline New York is not only the #1 cosmetic brand in America, but it is also among the top 10 cosmetic brands in the world. Maybelline has become a multinational company, offering a great variety of products to over 129 countries. Australia, England, France, Germany, Finland, Poland, China, Japan, Korea, Thailand, Brazil, Spain, and Portugal are just a few of the countries where Maybelline products are sold.

Multinational companies with a market-orientation, must provide consistency in their products to all the countries in which they are available. Consumers are usually inclined towards making purchases based on the things they hear, see, and experience about a particular brand or product. Today's technological and communication mediums such as social networks, allow for the increased familiarity with Maybelline's products across national borders.  Most multinational companies like Maybelline, practice global marketing standardization, which entails the production of uniform/standard products that are sold the same way in every country. However, variation is also very important to a successful global marketing approach. Variation is especially important to companies with a market-orientation, since the needs and wants of their target markets are highly emphasized upon. Although the markets in the world have become more alike, there are different external environmental factors for each country, such as culture, language, religion, the economy, values, etc. Therefore, multinational companies must find a balance between standardization and variation in their marketing approach in order to profit in foreign markets.

 

The advertisement above was published in China in 2010, for a collaboration between Hello Kitty and the Chinese health and beauty retail giant, Watsons. This product was made for and targeted towards Chinese consumers. This provides some variation from the other Volum' Express Mascaras by Maybelline. The Hello Kitty edition of Volum' Express was also sold to Maybelline's other markets around the world of course, including right here in the U.S. Below is an advertisement for the same product, except that it was made for Maybelline's American target market. 

 

  Maybelline's global expansion, successful marketing strategies, and mainly their profits, contribute to the global economy. Multinational companies like Maybelline, that are able to compete efficiently and successfully in global markets, help alleviate the current recession we have at home, as well as worldwide. Although many jobs are outsourced by multinational companies, their successful engagement in foreign affairs contributes to the U.S. economy by maintaining the average standard of living in America, increasing productivity, and bringing profits to the U.S. which can stimulate the economy. ( http://www.uscib.org/docs/foundation_multinationals.pdf )