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Essay / Research Paper Abstract
This 8 page paper answers questions based on a case study provided by the student. JKA is a commercial programming consultancy firm that has expanded into other areas including dispute resolution. The case answers questions concerning the marketing of the company; how brandy should take place and the value of CRM, management of the company; the organisation and communication within the company, and accounting; the impact of opening an office in Dubai on the ratio analysis and cash-flow statements. The bibliography cites 4 sources.
Page Count:
8 pages (~225 words per page)
File: TS14_TEJKAcase.rtf
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Unformatted sample text from the term paper:
and has gradually expanded into new areas including that of dispute resolution and expert witnesses. The difficulty with the way in which the firm is now moving is that the
brand identification may be lost. Rather than specialising in only a few areas, the remit has become broader and the offices in the UK and to buy appear to be
focusing on different areas of the services offered. In order to become a recognized and respected global brand the firm needs to build
on the current brand reputation and enhance it. JKA need to consider the way in which they want to represent the brand globally. 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). 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
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