Some people believe the marketing of goods and services across borders of countries is bad for the receiving country's market growth, while others believe it is cheap means of accessing information. This essay will discuss both views and draw examples from developing countries like Nigeria and Ghana.
The sale of goods from a company in another country is perceived as aggressive and intrusive because it damages the local economy. Usually, when products by such enterprise come into a country, it negatively affects the sales of similar indigenous products. This is because the homegrown company might not have enough funds to promote the product like the foreign company. For example, it is a well-known fact in Nigeria that the introduction of Kellogg Cornflakes into the local market led to the gradual downturn in Nasco Cornflakes' sales-the only local cereal brand in Nigeria. Nasco could not compete against Kellogg with its exciting advertisements and better packaging; the company eventually closed down after struggling for a couple of months.
In contrast, International Marketing can be beneficial for the host country in terms of exposure and knowledge made accessible to the citizenry. Information and resources hitherto not available to these people are passed across by introducing foreign goods into the country. For instance, many families in Nigeria and Ghana did not appreciate the need for protein-filling breakfast until the introduction of Kirkland Egg shakes cereal in both countries. Through the numerous adverts on television, several homes learned the importance of protein-dense diets, healthier ways of taking cereals and paying attention to meals' caloric value.
Global Marketing's impact in other countries has plenty of downturns if not properly managed; however, I think it can be essential for the host country if there are effective policies and processes in place to protect the homegrown businesses.
Some
people
believe the marketing of
goods
and services across borders of
countries
is
bad
for the receiving country's market growth, while others believe it is
cheap
means of accessing information. This essay will discuss both views and draw examples from developing
countries
like Nigeria and Ghana.
The sale of
goods
from a
company
in another
country
is perceived
as aggressive and intrusive
because
it damages the local economy.
Usually
, when products by such enterprise
come
into a
country
, it
negatively
affects the sales of similar indigenous products. This is
because
the homegrown
company
might not have
enough
funds to promote the product like the foreign
company
.
For example
, it is a well-known fact in Nigeria that the introduction of Kellogg Cornflakes into the local market led to the gradual downturn in
Nasco
Cornflakes' sales-the
only
local cereal brand in Nigeria.
Nasco
could not compete against Kellogg with its exciting advertisements and better packaging; the
company
eventually
closed down after struggling for a couple of months.
In contrast
, International Marketing can be beneficial for the host
country
in terms of exposure and knowledge made accessible to the citizenry. Information and resources hitherto not available to these
people
are passed
across by introducing foreign
goods
into the
country
.
For instance
,
many
families in Nigeria and Ghana did not appreciate the need for protein-filling breakfast until the introduction of Kirkland Egg shakes cereal in both
countries
. Through the numerous adverts on television, several homes learned the importance of protein-dense diets, healthier ways of taking cereals and paying attention to meals' caloric value.
Global Marketing's impact in other
countries
has
plenty
of downturns if not
properly
managed;
however
, I
think
it can be essential for the host
country
if there are effective policies and processes in place to protect the homegrown businesses.