The future of graphic symbolism marches on toward a global market place. At this time there is not a language that allows communication to international markets. By harnessing the power of graphic symbolism these markets can be reached by going beyond the language barrier. With logos and brands packed full of communicative devices that break through this barrier, graphic symbols will be paramount in effectively communicating information and striking an emotional response in future global markets.
You can see how some international companies has already broken through and made the adjustments needed to fit the culture and targeted group. The first Wal-mart in China was opened in 1996, and not Wal-mart has 77 Supercenters in China.
See Walmart China: http://www.wal-martchina.com/english/index.htm
At the same time Wal-mart discovered they would need a different strategy to be successful in Europe. It appears that their “Always Low Prices, Always” slogan is not so true in the UK. TESCO –British supermarket chain is a major competitor, and has shown better selection of merchandise and lower prices. Wal-mart will need to address some of their current strategies to effectively reach international markets. A perfect example is in Germany customers were put off at the though of paying a greeter. They have also found issues with loyalty cards. While Wal-Mart stands for value in the USA, and affordable goods in the USA, the corporation may need to make some adjustments to be successful in international markets.
References:
AiO Online Lecture Week 6
http://www.wal-martchina.com/english/index.htm
http://www.planetizen.com/node/20731
http://arunkottolli.blogspot.com/2006/10/wal-mart-is-in-trouble-in-uk-too.html
http://www.businessweek.com/1999/99_26/b3635129.htm
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