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Marketing Mix for a Global Organization

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Select a Fortune 500 international company in the service industry. Using your selected company as the basis for your research, prepare a paper that will:

Describe the main line of business of the company

Name four of the countries in which the company operates

Explain, in detail, the implementation of the 4P's marketing mix concept by the company

Describe any differences observed in the implementation of this concept, from one country to another

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Solution Summary

The solution offers a marketing strategy, based on the marketing mix, for an international organization, providing financial services, that operates in at least four countries. The strategy takes into account the differences in market segments for each country and focuses on how the placement and pricing of product or services changes from one location to another.

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AXA is a global fortune 500 company that provides life insurance and financial management services. Based in Paris, France, the corporation operates in the United States, England, Thailand and Malaysia (Fortune, 2010). It has seen a slowed growth in the UK, but has experienced a 50% growth in Asia.

With tougher economic conditions, AXA has been struggling in the UK in the past year. Pricing strategy for UK markets should focus on providing the best value for its potential clients, for the level of insurance and investment those potential clients are able to afford. The firm must also consider which products are most important to those current and potential clients seeking to plan for the future. Lost cost life insurance policies are more desirable to young couples who have purchased their first home or are starting a family. Low risk investments are likely to be more attractive to consumers when economic conditions are tough, for this same segment. AXA should also focus on the segment that will be retiring shortly. They need to strongest investment advice and the most careful planning, as they ensure that there will be enough income for ...

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  • MEd, Jones International University
  • BSc, DeVry University
  • MPH, Walden University
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