Marketing Report Case Study Example | Topics and Well Written Essays - 3000 words

Marketing Report - Case Study ExampleThe current revolution of culture and communication technologies is changing our business environment drastically new technologies influence the way we organize our work and the environment in which we compete, introducing new rules and new coitus powers among incumbents, newcomers and even entire markets. This complex, evolving environments are referred to as new technology playgroundsThis musical composition focuses on the case of Parker Pen Company. The first part of the paper provides an overview of the case and the character of the marketing and communication techniques used by the society, the second part of the paper focuses on some of the miscalculations the company did, that cost them a fortune. The come through part of the paper provides the conclusion and recommendation.The case Parker Pen Company focuses on a key player in the compose industry. It main activities include the manufacturing of writing instruments and are sensation of the worlds best known companies in the domain. As a global company, its products are sold in 154 countries and the company considered itself number star in timber writing instruments. ... The last part of the paper provides the conclusion and recommendation.1.1Overview of the Parker Pen Company CaseThe case Parker Pen Company focuses on a key player in the writing industry. It main activities include the manufacturing of writing instruments and are one of the worlds best known companies in the domain. As a global company, its products are sold in 154 countries and the company considered itself number one in quality writing instruments. Things didnt work out and remain the way the company had thought and plan as its global marketing and communication strategies designed and planed at the headquarters cost the company a fortune. The company failed and made huge marketing and product positioning mistakes, they neglected local set and cultures and in all management failed to rec ognize that, as other one size fit all brands like coca cola, Parker Pen Company with its quality writing instruments cannot be matched and placed in the same domain.Huge other errors and calculations were made and to make matter worst, practitioners and pioneer of the Parker Pen global marketing concepts were fired. A company that was once used as benchmarking models a super hero, and a world class in quality writing instrument became a express feelings stock. In global marketing, if cultural and competitive differences are less important than their similarities, a single advertising approach can exploit these similarities to stimulate gross sales everywhere, and at far lower cost than if campaigns were developed for each. However, the situation of Parker Pen proofs the contrary. The companys marketing department would have acted with respect to different market, for the issue of standardization, one sound, one size as in the situation of coca cola