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Papers > Business > Analysis of General Concept Firm approach to international advertising strategy
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Analysis of General Concept Firm approach to international advertising strategy |
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... Advertising strategy. ... International advertising. ... Problems with General Concepts’ European advertising. ... Alternatives to General Concepts’ approach to advertising in Europe. ... Recommendation for the international advertising strategy of General Concepts. ... The changes in planning of international advertising strategy, marketing communications and decision-making process is very complicated for a number of reasons. An analysis must be done for each US and European market and country, to establish differences on infrastructure and culture. Decisions about how to adopt a centralized organization will have to be made by General Concepts, and these will depend on how General Concepts as a brand and its advertising are to be differentiated and decisions have to made about changes in international advertising strategy on a global and regional basis on the same time. The right organizational marketing and advertising structure and lines of communication are a prerequisite for planning, developing and implementing an effective international advertising campaign. ... General Concept incorporated in 1966 as a manufacturer a small and medium sized general purpose digital computers. ... Number of companies smaller than General Concepts. General Concepts; management felt the company was one of the major manufacturers of small and medium scale general purpose digital computers for industrial and scientific applications. ... Fragmented strategy- 1 business in US, a lot of – in Europe. ... General processors were marketed under the trademarks of Orion, MicroOrion, and Satellite. ... Orion computers had been successfully employed in scientific and engineering problem solving, medical and scientific laboratory analysis, and education. 2) Clients who used General Concept’s products primarily for science, industrial computing, and process control of manufacturing operations, General Concept had tp communicate its products features to these prospective clients -30% of the sales. ... General Concepts marketed peripheral equipment to satisfy the needs of clients who preferred to purchase the systems as complete packages The main target group for computers with applications for business data processing were corporate managers particularly presidents, VPs of finance, and chief operating officers, in addition to data processing executives. The important aspect was to justify a choice of acquiring little-known General Concept’s computers instead of machines manufactured by larger mainframe companies such as IBM and Honeywell. ... General Concept is a typical small computers manufacturer, selling about of 30% of their products directly to end users and 70 percent through four major types of intermediaries: - original equipment manufacturers; - systems integrators; - industrial distributors; - retail stores or retailers. ... Using pull (industrial distributors, attract customers to demand General Concept’s PCs) and push strategies (by advertising). ... General Concepts had a lot of subsidiaries – 17 sales, 2 productive. Aside from European sales subsidiaries, General Concepts maintained subsidiaries in Canada, Australia, New Zealand, Brazil, Venezuela, and Israel. ... European area sales represented 70% of General Concepts’ international sales The bulk of these European sales was accounted for by the subsidiaries in the United Kingdom, Germany, and Spain. As a result of General Concepts’ rapid growth in Europe, several changes in its operational set-up had to be made. The most important move came in 1972 when General Concepts consolidated under the direction of Jack Bailey, since succeeded by Steve Blair, all its European subsidiaries into General Concepts Europe, Inc. ... Blair, vice president Europe for General Concepts, controlled the European subsidiaries through four area managers, each of whom had three or four subsidiaries assigned. A specialized group of staff personnel was maintained at the office of General Concepts Europe in Paris. |
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Title: Analysis of General Concept Firm approach to international advertising strategy
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