IntroductionIn this paper I will discus the environmental factors that affect global and domestic marketing decisions. Then I will explain how these factors affect Daimler Chrysler in their marketing strategies, and how technology impacts their marketing decisions.
Global and Domestic Environmental FactorsThe key to good organizing, planning and controlling in global marketing is to create a flexible structure or framework which enables organizations to respond to relevant differences in the markets in which they operate, but, at the same time, delineates relationships clearly between parts and personnel of the company. There are no prescriptive solutions to the questions of what is the most appropriate organizational structure, planning framework and form of agricultural control. One thing is clear though organizations can only work effectively if structure is defined, standards of performance are designed and communicated, and the control framework is fair, clear to all and agreeable. This is not to say that once the structure is defined, it cannot be changed.
In fact, modern marketing thought is that formal structure is just not the order of the day. Many informal structures develop within formal frameworks. Many organizations make the mistake of setting a structure first, long before they have decided on a strategy (1989, Keegan,W.J.).
Factors like distance, culture, language and practices create barriers to effective control. Yet without control over international operations, the degree to which they have or have not been successful cannot be judged (1989, Keegan,W.J.).
Plans are the prerequisite to control, yet these are developed in the midst of uncertain forces both internal and external to the firm. Basically control involves the establishment of standards of performance, measuring performance against standards and correcting deviations from standards and plans. In international marketing the ability to control is disturbed by the distance, culture, political and other factors (1989, Keegan,W.J.).