Since being here in Belgium, I have come to learn that this indeed is the birth place of the waffle! So for our chocolate treat I decided to take my waffle experience to the next level by adding strawberries and dark chocolate on top. Want to talk about delicious! The sweet and crunchy addition of the perfectly golden brown waffle was amazing. There were the perfect amount of fresh strawberries and chocolate drizzle, I may have found my favorite!
One of the most complicated tasks an organization faces is when it decides to become a Multi National Corporation (MNC). This is because breaking into a foreign market there are several factors an organization must consider. Just to name a few there is the difference in language, accessibility, but most importantly culture. Several American organizations have attempted to expand globally and were rejected. Lets take Home Depot for example. When they attempted to break into the Asian market they thought they had everything figured out, except the fact that Asian consumers are loyal to their local and small businesses, and do not prefer the “do it yourself” mentality, so as a result they FAILED! Or how about when marketers attempted to push Dr. Pepper soda into Australian markets, not conducting the proper research they were not aware that Australians hated the taste of the popular American soft drink, and they too FAILED! What about when Gerber failed to realize that majority of people on the continent of Africa are illiterate and placed their baby food on supermarket shelves. Many shoppers would rely on the picture on the container to understand what they were buying, and when people saw the classic gerber baby photo it was not taken well and yes, they also FAILED!
However, there are some companies that succeed in moving their organization into foreign markets, maybe not right away, but with the proper mentality and plan it is completely possible. Let’s take our “Brown” friends at UPS for example, founded in 1907 by Jim Casey in Seattle, WA (shout out to my home town) within a few years the company went from being a messenger company to a delivery company who since 1970 has served outside of the United States. UPS has access to every address in North America and in Europe. The pick up and deliver around 16.3 million packages each day, and hold their world head quarters in Atlanta, GA, the Americas head quarters in Miami, FL, their Asia Pacific head quarters in Singapore, and the head quarters of Europe Middle East and Africa (EMEA) in Brussels, Belgium.
The EMEA is where we had the opportunity to visit where Jim Daniell and Carsten Helssen explained that at their office there were only 18 employees who were in te communication field, while only 5 were dedicated to the companies public relations. To me, this number does seem quite small, but the guys explained that they partner with outside public relations agencies that get the job done. To overcome the hiccups of breaking into international markets, Jim and Carsten explained that UPS succeeded because American’s realized that service is important and European companies were built on manufacturing. To penetrate the European market, UPS’ strategy was to move slow and gain the trust of the Europeans. If they moved too fast, they could have ended up like their competitors Fed EX who failed in the European market.
Jim and Carsten gave us a ton of information about UPS, and it was nice to talk to an organization who is successful in several countries. So with that my loves, until next time…