Research Paper on:
Harland Case Study

Unformatted Sample Text from the Research Paper:
a result of better transportation and communications facilities. For a company such as Harland which want to take advantage of the potential of international markets there are several areas of  consideration that will need to be looked at. The way that the company will operate when selling to new markets will change, the company, currently in Australia, has seen  opportunities in both Asia and Europe. These are areas which have very different cultures, language barriers and divergent values. The first consideration will be the way in which marketing may  take place to diverse communalities. One of the first considerations must be the way in which any strategy is adopted internationally. For  any product being sold the global environment will present many challenges due to the diversity of culture and socioeconomic conditions and the variation in commercial paradigms already in place. The  choice will begin with a consideration of the way in which the brand will be propagated with the choice between a standardised strategy, or one that is customised to the  local markets. If a company chooses to use a standardised strategy there are many benefits, the economies of scale and a guarantee  of consistency are two of the principle attractions (Levitt, 1983). This will result in a single message being used to promote a brand, and the segments attracted will be the  same across the national divides (Levitt, 1983). However, this may also be seen as a risky strategy, as a single stratagem may also be seen as insensitive to local needs,  and the same message may be communicated in each area, but the interpretation may be different, this was a message learned by PepsiCo the hard way (Kotler, 2003). In considering