Johnnie Walker Marketing Strategies Essay Example | Topics and Well Written Essays - 1250 words

Johnnie footnote Marketing Strategies - Essay exampleIts annual sale grosses one hundred and thirty million bottles globally. The sale of the Scottish whisky in the unite States and in China two of the leading global economies portray different marketplaceplaceing strategies that withstand sustained the clubs success to date in the two regions. global trade outline International marketing refers to the marketing function of the management but on a global perspective. International trade names such as the Johnnie Walker must have strategic marketing features in order to introduce them an effective access of the global market. As an established brand, the company must employ specific features in order to improve its market sh ar (Blackshaw 31). Viewing the entire world as a wiz market requires the consideration of particular demographic factors in order to facilitate the cost effective and profitable take. The United States and the peoples republic of China are two distin ct regions with different cultures. This implies that the market in the two countries differ and therefore requires diverse management operations. Johnnie Walker employs different international marketing strategies in the two regions some of which are similar while others differ. The company produces different products under the equivalent name. The company brand has more than twenty enunciates including Johnnie Walker XR 21, Johnnie Walker Black Label Keep locomote New Zealand, Johnnie Walker Black Label Project Black Inspiration, Double Black and the current Johnnie Walker Ginger among several others. The diversification of the brand is a universal marketing strategy that earns each label a specific market. This way, the company expands its market strategy owe to the fact that its products target various markets. The production of various labels is a strategy the company employs in both China and in the United States among its other various international markets (Kotler and & Kevin 91). This way, the company perpetually sustains and grows its market share. America is a country with myriad cultures owing to the conglomeration of its population. This implies that the population of the country has different drinking cultures a feature that influences the consumption of the product, China on the other hand predictable drinking culture arising from its definite backgrounds. However, the two countries have equal economical potential and a rising living standards. Booth economies are industrial with diminishing poverty levels. The countries are therefore offer potential markets for the brand. This explains the companys endeavors to obtain pieces of the growing markets (Lane 61). The Johnnie Walker whisky brand has existed in the United States for more than fifty years. This implies that the company has a definite market. It therefore carries out liberal market researches and determines better ways of doing business in order to compete with other younger brands . However, the company has both a reputation and a distinctive market. The company franchises its products in the country (Fournier 41). The Chinese market on the other hand has not had a historical experience of the brand of whisky. Diageo recently launched luxuriously society brands of the whisky in Beijing China. This explains that the company targets the high society unlike in the United States where it dispenses several brands affordable to various economic classes. Current marketing strategy