Competitive Strategy
Name
Institution
Date

Introduction
 Multinational companies are expanding globally
as protectionist barriers are removed.
 The foreign companies wield immense power
leading to stiffer competition.
 Companies are venturing into new foreign
markets or pursuing global branding as a form
competitive strategy.
 Expanding into foreign market and standardizing
strategies is aimed at gaining global brand
leadership

Target Markets and Mode of
Entry
 Selection of a target market entails analysis of its
size, growth rate, saturation, accessibility,
competition, and how it links to overall company’s
objectives.
 Market targeting seeks to meet the needs of
diverse customer segments for instance, niche,
multi-segment, concentrated, and narrowcasting
marketing strategies.
 There are different modes of entry into the
foreign markets – Licensing, joint ventures,
franchising, exporting, or foreign direct
investment

Four Seasons Hotel – Franchising
Strategy
 Four Seasons Hotel, a Canadian chain of hotel is
famous for venturing into new global markets as part of
its global expansion strategy.
 The brand will enter the Brazilian market through a
franchise owned by the Iron House Real Estate and
Tamweelview European Holdings joint venture.
 The development will include an elegant and modern 29
story tower with 13 floors meant for the residential units
and 16 floors for the Hotel.
 The investors were attracted by Four Seasons’ trendy
concept of combining a luxury hotel with branded
residences as well as market demand.

InterContinental Hotels Group
(Holiday Inn) – Franchising Strategy
 InterContinental Hotels Group operates a chain
of Holiday Inn hotels and it prefers the
franchising to expand its brand globally.
 The company lends its business system or model
and trade name/trademark to a franchisee for ten
to twenty years.
 There are more than 1000 Holiday Inn stores
globally.
 The strategy provides low-risk, low-cost means
of entry into a new market as compared to other
approaches

Apple Inc. – Global Branding
Strategy
 The global brand is achieved through
its perceived value that allows its
hardcore customers to purchase
Apple’s products at a premium price.
 The firm’s unique branding strategy is
centered on being innovative to
arouse consumers’ emotions by
capitalizing on their aspirations,
passion, lifestyle, and imagination

Global Branding
 Global brand presence is created using a distinct
design, sign, term, name, or a combination
thereof to gain a competitive advantage in the
market.
 The world is increasingly becoming
interconnected and globalized which gives the
concept of branding greater prominence.
 Global brand leads to greater global awareness
or visibility as compared to a local brand.
 Branding conveys a prestige factor that the
company is committed to the global marketplace

Apple Inc. – Global Branding
Strategy
 Apple Inc. enjoys greater economies of scale that
allows it to sustain its global branding strategy.
 Cultural differences and language barriers make it
hard to globalize the global branding campaigns.
 Apple’s global brand is linked to its seamless
omnichannel experience for the consumer.
Consumers are at the epicenter of its operations
thus, it is very predatory with regards to meeting
their needs.
 From 2013, Apple was been ranked as the most
valuable brand globally.

Hilton Hotel - Global Branding
Strategy
 Hilton usually depends on a top-down global
brand strategy to guarantee brand
standardization across the global
marketplace.
 The company is positioned as a global ultra-
luxury brand mostly linked with superior
individualized customer services and world-
class deluxe facilities.
 The hotel’s employee recruitment and training
are focused on instilling service standards to
meet and exceed customer needs.

Conclusion
 More companies will seek to venture
into the foreign market as a result of
protectionists barriers being cleared.
 They will seek to expand their
businesses but, market saturation and
increased competition would
necessitate adoption of global
branding strategy that guarantees a
competitive advantage

References
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business review, 77, 137-146.
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environment. Journal of Vacation Marketing, 10(3), 197-208.
4. Diniz, C. (2014). The luxury market in Brazil: Market opportunities and
potential. Springer.
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strategy across markets: Building international brand
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Retrieved From https://goo.gl/HpHb3N
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