Ch. 5 - Developing a Global Vision

Global marketing is the marketing that targets throughout the world; understand the difference and similarities among the different cultures, and use marketing strategies to take advantages on the opportunities. Managers must develop a global vision in order to perceive and react to international marketing opportunities and also be able to be competitive at their own countries.  Global vision also enables the managers to use the effective global marketing strategies and being aware of threats from foreign competitors in all markets. In order for Chanel to success in its commitment of being the top raking, famous, and high reputation company worldwide, the manager having a global vision is vital. Chanel global CEO, Maureen Chiquet, recognized the opportunities to success in its commitment worldwide. She stated, “Let's not be thinking about how big we can make this, but about how exclusive and special you can keep it.”  Chanel boutiques are limited within each country. This enhances Chanel’s theme of exclusive and unique, which helps Chanel to be differed from its competitors. Also, Chanel products will be special to the consumers because they are limited and exclusive. 

The Global Marketing Mix

The first step in creating a marketing mix is developing a thorough understanding of the global target market. Chanel’s global target market are:

©      Middle aged women (35-50)

©      Upper class

©      Fashionable women

©      Women who appreciate luxury goods.

©      Women who see Chanel as a symbol of elegance, simplicity, modern and class.

Then, implements the global marketing mix strategy to produce mutually satisfying exchanges with each target market. Below is the global marketing mix of Chanel:

Product Decisions Chanel adopts the “one product, one message” strategy of the global marketing standardization, which means developing a single product for all markets and promoting it the same way all over the world. Since Chanel is the global fashion leader, its products will be view as fashionable worldwide.	Promotional Adaption Chanel changes the languages on promotions according to each country. The themes of its promotions are the same for every countries. Chanel promotional objectives are to express the sense of simple, elegance, higher class, and exclusive; and to attract their target consumers worldwide.
Place (Distribution) One of Chanel global marketing strategy is limited operation of boutique within each country. Chanel boutiques are located in the upscale location in every country to present exclusivity, elegance, and dignity.	Pricing Prices are approximately the same around the world. The price of Chanel products in each country are moderate compare to its competitors within that country.