| Summary: | 碩士 === 國立交通大學 === 企業管理碩士學程 === 99 === In today’s world, due to rapid growth of multinational companies around the globe, the word “globalization” has become well-known and this concept is widely used in various fields. However, it should be considered whether globalization is the best way to be successful while performing in foreign markets. Multinationals should know that it is not logical to use only one marketing strategy for all the markets and that will not help them compete with other companies. It is necessary for a global company to adapt to each nation’s culture. So this idea brought about the concept of “glocalization.”
In this paper, a case study will be carried out to analyze how the global brand, Häagen-Dazs, adapts to different local considerations, i.e. how they “glocalize.” This study looks at the successful experience of this global brand in China and aims to discover how they penetrated the optimum market segment. By adopting a systematic philosophy combining Segmentation Marketing (STP) strategies and the Marketing Mix (4P’s), this study evaluates successful glocalization practices. The findings convey an important message in terms of international marketing, which is that the company must adjust their global strategy to meet local’s needs in hopes of winning customers in this competitive global market.
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