Introduction
Marketing research and practices have evolved drastically through time, with an emphasis on marketing as a management issue giving way to an emphasis on marketing’s strategic role in overall corporate strategy (e.g., Kotler, 2000; Sudharshan, 1995). As a result of the marketing concept’s embrace of both strategic and operational decisions, marketing and strategic management have become increasingly intertwined. Businesses all over the world are realizing the value of marketing strategies in order to compete effectively in global markets. Increased interdependence and links across global markets have been encouraged by a more open global economy, globalization of consumer tastes, and commercial web development. A corporation’s marketing strategy should be based on three major dimensions: standardization-adaptation, configuration-coordination, and strategic integration. Sudharshan (1995) describes a company’s marketing strategy as “all of the decisions and activities it makes in reference to its major stakeholders, products, allocation of resources, and timing of those efforts” (Zou and Cavusgil, 2002).
One of the most important aspects of a multinational corporation’s (MNC’s) global marketing strategy is the standardization or adaptation of marketing programs, such as product offering and promotional mix, pricing, and channel structure, across different countries (Jain, 1989; Keegan, 2000; Laroche et al., 2001; Levitt, 1983; Ohmae, 1989; Samiee and Roth, 1992; Szymanski, Bharadwaj, and Varadarajan, 1993; Yip, 2003; Zou and Cavusgil, 1996). The second component of a global marketing strategy is concerned with how a company’s value chain operations are managed and coordinated across borders (Craig and Douglas, 2000; Hout, Porter, and Rudden, 1982; Porter, 1986, 1990; Roth, Schweiger, and Morrison, 1991). Finally, the strategic integration component is involved with the planning and implementation of an MNC’s cross-country competitiveness (Birkinshaw, Morrison, and Hulland, 1995; Yip, 1989, 2003; Zou and Cavusgil, 1996). In this chapter, we’ll look at how multinational corporations (MNCs) around the world use these three global marketing strategy traits to their advantage.
Brief overview of Odogwu Bitters
Obi Cubana’s most recent production the is Odogwu Bitters.
In the words of the company’s Instagram account, Odogwu Bitters is the world’s best herbal alcoholic drink and energy booster that increases libido, delivers antioxidants, and helps the body fight off the flu.
Some states, like Anambra (Onitsha) and Rivers, have the alcohol, but not all of them. It will be spread across the country and the world. It has also been moved to London.
According to the website for a company that makes bitters, they were meant to be cheap, but now they’re “luxury on par with champagne.”
There are three people who signed N50 million sponsorship deals with the wealthy businessman: Yul Edochie, Omoni Oboli, and Chinedu Ikedieze. All three of them have posted pictures and videos of themselves drinking or giving away the beverage.
Instagram footage, memes for advertisement shows that a lot of youth like the new high-quality Odogwu bitters.
It also looks like some of the liquor’s ads don’t show that it isn’t aimed at a certain group. “Why aren’t you looking at me, Odogwu?” he asked.
It means that the bitters can be drunk by anyone, no matter what their ethnic background is in Nigeria or anywhere else in the world. Those who want to drink the alcohol can because it has been registered with NAFDAC under the number 08-3849L.
It will be sold to the general public on March 22, 2022, despite a lot of advertising for the alcohol drink. This is how it will work: A Nigerian businessman wants to make five new drinks in 2022. It’s one of them. Obi Cubana’s most recent project, as he likes to call it, is Odogwu Bitters.
In the words of the company’s Instagram account, Odogwu Bitters is the world’s best herbal alcoholic drink and energy booster that increases libido, delivers antioxidants, and helps the body fight off the flu.
Some states, like Anambra (Onitsha) and Rivers, have the alcohol, but not all of them. It will be spread across the country and the world. It has also been moved to London.
According to the website for a company that makes bitters, they were meant to be cheap, but now they’re “luxury on par with champagne.”
There are three people who signed N50 million sponsorship deals with the wealthy businessman.
Instagram videos show that a lot of young people in the eastern part of the country like the new high-quality bitters. The bitters are said to have been given to a lot of people at trade shows in Lagos and Yaba.
It also looks like some of the liquor’s ads don’t show that it isn’t aimed at a certain group. “Why aren’t you looking at me, Odogwu?” he asked.
It means that the bitters can be drunk by anyone, no matter what their ethnic background is in Nigeria or anywhere else in the world. Those who want to drink the alcohol can because it has been registered with NAFDAC under the number 08-3849L.
Its sales kicked off on March 22, 2022.
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