COO Effect: Unethical Hurdle in the Global Market - Essay Sample

Introduction

The country of origin (COO) effect have been confirmed to be a massive setback in the marketing field as the well off and built up nations enjoys the policy much; some developing nations have been ignored in the market due to the labelling the country's name (Keegan & Brill, 2013). Many consumers have built confidence in the old products that have been existing in the market and does not give a chance to the new products, but that is unethical in the market, it may be termed as the market torture of the less privileged, steps and actions have been taken, just like countries compete with each other in gaining the world's attention, stable and global brands can contribute actively to build the name of their nation by taking some steps.

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Step number one, a nation should emphasize mostly on what it can produce better than the other countries or the neighbouring nation, a good example is Scotland, being the oldest and largest producer of many whiskeys and it is ranked at the top for that (Gillespie & Riddle, 2015). However, also this strategy might fail if other sectors are lagging in their effort, if a nation is to come up in production, it must have an average production and quality on other industries to, with the example being Scotland, when their whiskey is right and recognized, another industry maybe Dairy production should not be below average, it is advised that a number of other sector's outputs should be at the average or above the norm (Keegan & Brill, 2013). America has more than five areas of its industries above average, so it makes it difficult to compete in the market.

Secondly, the brand needs to adhere to some international health policies, to make sure your brand or product does not negatively affect the consumers. To do successful business in a foreign nation, for example, the flammable children clothes from China, such incidents make customers globally doubt the commitment of the brand to their clients hence losing many clients. This situation also makes some nations to have a strict policy of importing only labelled products, especially countries in Europe are rigorous on what their citizens consume

Every nation knows its best brands, and when a brand sells, it is the name of the country that sells. A good brand is recognized publicly by the government hence it is effortless to sponsor and aid I advertising its products in the world market, take the example of Singapore, by using Singapore brand award to promote the listed companies abroad hence creating the brand image more executive (Gillespie & Riddle, 2015). The famous Singapore airline has made a reputation globally through its branding and legendary icon Singapore lady has done much that the country's political stability.

By increasing intellectual property rights, some brands fail to work on the regulatory steps to stop other competitors from making a copy and duplicate of their genuine brands which creates confusion amongst their clients in their backyard. However, the action of duplicating one company's product can be beyond the company as a victim; it depends with the legislation and the policy associated with the act, some nations don't take actions against copy cat industries hence making the market unethical (Gillespie & Riddle, 2015).

Leverage external partners, many companies fail to have a joint venture of coming together with another successful company with the same goal and products in the form of brand spillover. Companies should focus on building brands through credible delivery to win the heart of customers at large.

Conclusion

Most of international business firm are believed to have quality goods and services, since one can argue in a way that, for a company to evolve from local market to international, it must have an impressive result at the local market that granted him the profit to enable it to grow international, in conclusion to that, local people flocks on mc Donald because of the belief of its quality.

Political and economic policies may hinder the marketing activities of foreign marketers. Some countries have different and hectic policies that may not favour a particular international product (Gillespie & Riddle, 2015).

Many consumers have built confidence in the old products that have been existing in the market and does not give a chance to the new products, but that is unethical in the market, it may be termed as the market torture of the less privileged.

With the help of technology, like mobile phones and the internet, many business firms are able to make advertisement for the goods and products they offer at a wide range, this enhances their customer to relation which grows due to communication between the firm and the clients globally, through emails and comments via Facebook platforms and Twitter accounts.

The country of origin effect has been confirmed to be a massive setback in the marketing field as the well off and built up nations enjoys the policy much; some developing nations have been ignored in the market due to the labelling the country's name.

References

Boone, L. E., & Kurtz, D. L. (2014). Contemporary Marketing, Update 2015. Boston, MA: Cengage Learning.

Gillespie, K., & Riddle, L. (2015). Global Marketing. London, England: Routledge.

How to Build A Global Brand: Jim Beam [Video file]. (2016, August 28). Retrieved from https://www.youtube.com/watch?v=UyDIklp8aZA&t=372s

Keegan, W. J., & Brill, E. A. (2013). Global Marketing Management.