This is one of the first elections that must make a firm, be directed to a local market or a global market.
If you decide on a local market must have local attitudes, if the choice is for a supranational market will behave differently and should adopt appropriate strategies. Mix the two can only lead to disaster. Acting on a world market with local attitudes and, conversely, act in a market with local attitudes to adopt the world only leads to disaster.
But what it means to take these two attitudes? In what characterizes a local versus a worldwide? Basically in the way we behave towards customers and how to structure the company.
Let us first looks at how to score. In the end, the response of the customer with the purchase of goods or services that reason or not a company. Occur locally in focus means good and bad of a community. It means giving the community what they want and how has it that if you give. In the end one can say that to act worldwide must act in the same shape because the end is a rule of the market giving the customer what they want. But the difference is especially come.
One tends to think that when smaller is the reality or group of customers will be easier to communicate. This is true whether one can communicate only locally, without having to go to fish more universal values. Let's make a practical example.
After more than ten years back in my community in my country. I turned on the television. I saw the same faces that give the news, I saw the same faces that give the weather, I saw the same players who made the soap, I saw the same popular characters, I saw the same shape to do, I saw that the players of the debate are the same. True, all ten years old!
There I thought a while ', so I moved to the village where I lived till now, and I saw that the reality was the same. The same faces on television, the same soap, the same forms to do the same forms to be conducted on the same themes. True, but clearly different to those of the country.
From this comparison, no comparison, I thought this rises on local vs. worldwide. To attack this market and the other is we are a local company we must emphasize that form of do, those issues that are contextual to that market, go with universal subjects would be a Choquer that it would not answer because it would not be recognized as the company brings these values. From there the strong advice to a company to define what good is it and act in accordance with this area. If it is local to local issues: tits and ass in Italy, and folk Toreros in Spain, France mood chovinista, british spirit in Uk, and chucrut carnival and beer in Germany. It will be easy? No, puto marketing! It simplistic and over? No, pure logic. The problem of not recognizing this simplicity that is in your marketing and targeting, in this case a country, and wants to offer them as the product is pure logic of market. But we do not recognize this logic because it mixes the fact of wanting to be universal, to think that we should involve more worldwide, we must build campaign more beautiful, more universal, we can not be "trash", if we want to trash what we see every day on television or in print or in social debates. In some form we fly to redeem the sin of being so local. Wrong.
How wrong is the case of a multinational act with local attitudes. The effect is devastating. Wanting some power to impose a vision of how to communicate in different communities so as there are in Europe or the world if we stretch our geographic scope are crazy. If we are a company that wants to sell to the world we find the universal values on which all citizens can be found above the everyday life of the country. Coca Cola, Nike, Benetton, but also Barilla may be examples of companies with a single product, but in its statement tried to cross the values talking to everyone. When I refer to universal values I indiscriminately values inherent in the product is that its origin of the product, not only at the end value as a universal idea.
The problem is that sometimes a company does not know what he wants, does not find this universal value or think that is too simple, as was previously the case of a company for a local market. At that point begins to complicate life and go on two directions. The first, creating campaigns for their domestic market after that will be launched in other countries and the result is a successful internal and external disaster. The second, less evil, if this failure occurs outside the law of the pendulum, you go to campaign country by country, bringing to an indubitable success in every country. At that point one is saying that this is the option from the point of view better marketing. True, relatively true. Regarding the application after it is in economic terms. It can take an investment so fragmented? The answer is definitely no. Next question: at what point would be more efficient to act as the point of sendo a company that addresses the world find the universal values? The answer is undoubtedly yes.
Following are the shifts that what has become a universal country temporarily or universal, nothing worse and more destructive. So we are analyzing shrink with chickens that are universal and that they only damage the image of a mark, just because someone is smiling. Or when the fight against the bad becomes universal and incomprehensible to separate peoples. Or when the Italian or the essence of a country is thought to be well received by other communities because nationalism does not exist, because the sense of belonging there. Wrong, our brain develops increasingly negative impulses in the first of those positives.
Finally, bread and circus. Do not mix never what we like with what they like or to our target audience. If we are local to the bottom of the esplotare "faiblesse" of our country. If we act with total global messages. Otherwise send it to whores.
Earlier I spoke of two fronts, that of how to communicate is that of internal organization. The first was clear, we pass the second, even briefly.
The organization must also adapt to the type of conduct that as a company we want to follow. If we are to be local, not go to seek managers with projection worldwide, is merely a waste of money and efficiency, because these managers were tempted to act as worldwide instead of being efficient and act locally. If we want to be worldwide, we must have a business structure that incorporates the managers worlwide, by contrast will be tempted to believe that our local messages must be received by other countries with the same naturalness. Simple, huh? No! O si? The problem is the drift, as usual. With the simple or that it would be white or black or red or blue or yellow. No, we always go on gray or green, or sull'arancione, or any combination out of the primary colors. Take the will to renew a company that wants to become world, renewed the management and seek experienced projecting worldwide and have been successful. But at this point what is the benefit, it seems only logical. The drift occurs when at that point you do renovation work locally, the incorsetate, forced him to act locally. Destroy not only make, but also destroy the management. Thus accelerating the destruction of the company.
Second conclusion, for every simple management strategy that matches them. Nothing unnecessary testing, no work!
