Homogeneity in the needs of the market therefore is the unifying factor in creating better international markets. This argument is contended by others that believe an international market is impossible to exist since there are several dynamic differences in the trends of various nations. The growth of trading agreements in certain regions has constantly developed and become a source of interaction in business and marketing strategies creating trading relationships between countries (Stalk et al 1980). 2.0 Balvenie in the UK. Such bodies as the North American Free Trade Arrangement, the European Union and others are forms of regional trade agreements that have been formed over the years of international marketing development. These bodies work on eliminating region trade barriers to allow other organizations without those regions trade freely within each other’s borders. These relationships are advantageous in allowing the companies engaged in international trade to obtain economies of scale while consumers of their goods enjoy low prices and access to a variety of products. These trading regions create free movement of labor and resources among other advantages. Engagement in international trade is therefore more of an advantageous venture for greater success in companies and have more advantages to disadvantages. Organizations like Grant and Sons are among the firms involved in the free international trade operations that are an expansion to the business in the long run. The firms gain in advantage from free movement and labor. The firms as well engage themselves in further customization of the products that creates better quality in the products sold such as the whisky distilled by Grant and Sons organization in the various outlets of the company’s distilling plants (Zuckerman et al 1998). The extensions of the Grant company into the international market is a cause for the exciting entrepreneurial environment created by interactions in joint ventures with companies such as Remy Cointreau and third party agreements in UK Portugal. This kind of ventures have also given motivation and confidence to the organization from acceptance by the market outside their own country. 2.1 The Scotch whisky industry in the UK. Scotch whisky has over the years only been matured and distilled in one country which is Scotland. This brand has grown from a simple cottage industry to being the sole global supplier in over 210 countries. Changes created in bid to make international ventures include complete changes or adjustments in the administration and organizational structure. The management approach incorporated involves the geocentric approach suggested by Permulter (1969) that brings about a more globally integrated management system. Despite the successes of Scotch whisky, the industry requires methods that grow every day to maintain the position of top quality as an unchallenged player. This will involve customization of the brands by seeking customer response to quality. It is important that the industry carries out an area study of the people it supplies with whisky in order to realize options of expansion. 2.2 William Grant and Sons in the UK. William Grant and Sons is a great contributor to the whisky industry in the UK. It is characterized by authenticity in its production. William Grant and Sons utilizes its own water from springs in production process and its own grown barley
WILLIAM GRANT & SONS Name: Tutor: Course: College: Date: 1. Executive Summary. International marketing is has become more and more popular among companies around the world. International marketing has also been in the light for debate on an agenda of homogeneity…
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