Harmonie Water: Refreshing the World Naturally Case Study Help
Recommendation
The success of the campaign depends on the effective management of time and strong communication between the stakeholders. As the one size does not fit all globally, the company is recommended to use the in-market creative specialist for the purpose of creating the targeted content which in turn would resonate with the social groups the company is empathizing with in areas to which the company would be marketing.
With regard to the emerging issue within an organization, the best suggested strategy is the global standardization with the local adaptions. The things that should be changed by the company locally include language adaptation, legal guidelines related to the ingredients of the product. In addition to this, the company should use two themes refined and revitalizing that would have the right perception in the particular targeted market or country (Levitt, 2015). Additionally, the company should use seasonal packaging as it would enhance the customer preferences, drive incremental sales, and introduce new products, gain customers and giving an edge on its competition & an increased chance for customers to try the product. Furthermore, the company should use different television advertising campaigns to increase brand awareness, communication and sales within a specific market. The television campaign should implement the required goals and objectives (Singh, 2011).
In addition to this, the things which should remain similar when targeting international markets include the same color of the product on the packaging, social media advertisement as well as the same logo. Also, the company should focus on a personal approach i.e. emotional marketing and focusing on increasing the confidence of the customers. The company can distinguish itself from its competitors by embedding innovation in its product design. The product innovation should be the differentiation generic competitive strategy, which would allow the company to increase the market share via cutting edge technologies that tend to be integrated into designs of the products. Due to the product innovation and attractiveness, the company would be capable of expanding business operations into the new markets. The company should have a value-driven structure that would aim to provide premium propositions through frequent innovation in the product. The value proposition of the company should include innovation authenticity, performance and sustainability (Pisano, 2015).
Conclusion
The marketing director of the Harmonie Water is confronted with the dilemma of building the global brand identity that would become the identity & provides a sustainable competitive advantage to the company. The quality of the service & creating a world-wide brand is difficult for the new entrants due to the high competitive concentration. There is high price sensitivity in the market which means that the customer could reject buying products on the basis of the price because of the similarity of products. The food and beverage industry appears to be vulnerable to the intense rivalry between the market competitors because of the fact that the customers have a wider choice of products that are appealing, provides exceptional product and improves customer satisfaction. With regard to the emerging issue within an organization, the best suggested strategy is the global standardization with the local adaptions as it would enhance the customer preferences, drive incremental sales, and introduce new products, gain customers and giving an edge on its competition.............................
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