Brand and Product Decisions In Marketing Global

Supporting Lecturer : Dr. Eko Handayanto, Drs. MM

M. Arman Alhusaini (202010160311443), Sonia Rahmawati Arfai (202010160311647), Nur Anniyyah (202010160311649)

MANAGEMENT STUDY PROGRAM FACULTY OF ECONIMICS AND BUSINESS

MUHAMMADIYAH UNIVERSITY OF MALANG  2023

INTRODUCTION

 Brand and product decisions in global marketing are the process of selecting the right brands and products for use in global markets. This involves understanding the local culture, language, customs and preferences of the global target market, so that brands and products can be appropriately adapted to create a strong and attractive brand image for consumers in the global market. marketing is one of the main sustainable business systems in the global economy with the main objective of planning marketing, determining prices, promoting and distributing products that satisfy the needs of its consumers (Iing Purnamasari, 2022). therefore marketing strategy has a very vital role for the success of a company in the world (Nabila, 2022). In addition to the top management level, a manager responsible for international product development must be appointed and an appropriate organizational structure must be established so that the company can market these products globally (Hasibuan, 2022). However, all of these things must be able to maintain quality improvement. One strategy to win the competition is to retain existing customers, because finding new customers is more expensive than retaining existing customers. Companies must be able to maintain the quality they have so that customers or consumers do not switch to other products or brands.

Bali (2022) a reflective perception of the intended product that is perceived by the consumer allows the consumer to evaluate the superiority of the finished product. Perceived quality is based on a number of experiences shared in the minds of consumers who influence their view of the quality of a product (Piancatelli, 2021). Meireika is always looking for the weaknesses of market leaders or other companies, by looking for competitors, either directly or indirectly. As well as market challengers, they usually also focus their businesses to take over weaker companies (Aguing W, Yuidhistira H, & Aziz, 2021). Furthermore, the existence of fraudulent buying is the main mission in the buying process. Buying fraud is very much determined by product information that consumers receive from various parties and from various media (Shi, 2021), including consumer segmentation also affects buying fraud (Bakir, 2020). This means that the higher the perception and prefeireinsi, the higher the conceptual deceptiveness of the intuitive meimbeili (Nasuition, 2020). Meinuiruit Hidayatuillah (2021) the level of consumer perception is quite low, only contributing 35% to the fraudulent buying because it is not in line with consumer experience. Beside with a preference factor that has a sufficient strength of 65% which is caused by the high level of information that is understood by consumers. Such as using social media, website, or traditional marketing efforts from mouth to mouth have become permanen's branding strategies (Irfan, Firamadhina, & Akmalia, 2022). Merk is always looking for the weaknesses of market leaders or other companies, by looking for competitors, either directly or indirectly. As well as market challengers, they usually also focus their businesses to take over weaker companies (Aguing W, Yudhistira H, & Aziz, 2021).

It can be concluded that mechanical and product genius is a very important thing for the continuity of life of a thousand companies. And the success of a business depends on the ability of the target market to intuitively differentiate one product from another. Therefore, global marketers must pay very close attention to the products they want to market. Where there are several important points when a thousand-dimensional company development actually creates product and product illusions, including the need to plan marketing, determine prices, determine the quantity of quality products product etc. From the points above, it can be used as a guideline for a balanced, intuitive company so as to make it the most successful business on the international scale.

LITERATUR REVIEW

When entering the global market, a company will have its own challenges, namely by balancing policies and strategies on products that respond to market demands, competitors, and organizational resources around the world. When a company has a good marketing strategy, this will affect the company's income (Barokah et al., 2020). In order to take advantage of opportunities outside the country of origin, business managers must design and implement appropriate marketing programs. However, depending on organizational goals and market needs, an intended program can consist of a development strategy, an adaptation strategy, or a combination of the two production planning processes (Greiein & Keieigan, 2020). Whatever the reason, expanding product while adapting marketing communications programs can be a key to market success. Products have an important role in global marketing initiatives, because market expansion needs to position global products in other countries so that they are right on target and get a positive response from consumers. Product innovation globally can be done by carrying out a new product balancing on the global market, creating new products for international markets, international product strategies (Maulidya et al. 2023). Global products are specially designed to meet the needs of global markets in order to increase sales at certain times as well as to extend the life cycle of products on global markets (Yulinda et al. 2022).

Marketing branding in global marketing is so important because strong global marketing can enhance the company's overall brand image and business image worldwide. (Deiwi et al. 2020) Brand image is a picture of consumer association and trust in brand image of a product. A good image certainly has a good impact on the company and vice versa (Suiyanto, 2022). Usually the consumer in making a choice of a choice will be more powerful if he is based on experience and gets a lot of information (Iriawan, 2021). In this case, that is what will cause customers to associate positive things in their minds when they think of meireik teirseibuit (Aeini, N., & Leistari, MT 2021). Merk separates merk from many other options and it really sticks in Merk's mind. Dewi (2020) The consumer sees something as a picture of what is in the consumer's mind or mind about something that makes a noise on its own.