Global Marketing Requires a Very Local Attention: a Lesson from Vodafone’s Loss of Japan Unit Essay

Case SummaryThis case is talk about the accompany, Vodafone KK. This company has good performance in Europe, the Middle East, Africa, Asia Pacific, and their subsidiary is joint ventures with United States. What a famous global company However, Vodafone was failed in lacquer. For example, their products in Japan were being dull and services were got worse. Because their products were not catch on the fashion, so Japanese who is tech-savvy didnt like, and couldnt satisfy them. Vodafone was just cared about that wanted to become global brand. They didnt create nigh new products to attract the customer. Eventually, they failed. There had two competitors, NTT DoCoMo and KDDT. Because of this, they dispatched Bill Morrow to manage its Japan operation and modified its marketing system. As the result, their operation in Japan had getting better. And they hoped they could catch up their two rivals.Discussion Questions1. why a firm would such as Vodafone fatality to have a global market ing outline even thought its product development, as well as the rest of its marketing strategy, needs to be localizes for tech-savvy consumers in Japan? I thought they want to let everyone knew their brand. So they decided to develop their composition first. At least, the companys name wasnt a unknown company. When they expand to other country, they need to and have to realize the country culture, and find the best strategy to develop in that country.2. What alternative strategy might Vodafone have used to set a strong market position in Japan from the very beginning? In the beginning, Vodafone focused on building a global brand and sideslip costs by producing large numbers of handsets to sell throughout the world .3. What implications can you draw from Vodafones loss of its Japan unit with regard to global firms tapping into the convergence among global consumers? Not the Vodafone which is global company had met this kind of problem. As long as global company, might confront wi th. When the company expanded and substantial their reputation, they all ignored some small details.