netrashetty
Netra Shetty
Memorex began as a computer tape producer and expanded to become a major IBM plug compatible peripheral supplier. It is now a consumer electronics brand of Imation specializing in disk recordable media for CD and DVD drives, flash memory, computer accessories and other electronics.
Established in 1961 in Silicon Valley, Memorex started by selling computer tapes, then added other media such as disk packs. Memorex entered the consumer media business in 1971 first with its "shattering glass" advertisements and then with a series of famous television commercials featuring Ella Fitzgerald. In the commercials she would sing a note that shattered a glass while being recorded to a Memorex audio cassette. The tape was played back and the recording also broke the glass, asking "Is it live, or is it Memorex?"
Memorex 3.5 in. diskette 10-pack
Memorex Mini-Disc
MRX V brand Memorex magnetic tape
The company expanded from disk packs to disk drives and other peripheral equipment for IBM mainframes. During the 1970s and into the early 1980s Memorex was worldwide a leading independent supplier of disk drives and communications controllers to users of IBM-compatible mainframes as well as a leading supplier of media for computer uses and consumers.
In 1982 Memorex was bought by Burroughs. Over the next six years, Burroughs and its successor Unisys shut down, sold off or spun out the various parts of Memorex.
The computer media, communications and IBM end user sales and service organization were spun out as Memorex International. In 1988 Memorex acquired the Telex Corporation becoming Memorex Telex NV, a corporation based in the Netherlands, which survived as an entity until the middle 1990s.[1] The company evolved into a provider of information technology solutions including the distribution and integration of data network and storage products and the provision of related services in 18 countries worldwide. As late as 2006, several pieces existed as subsidiaries of other companies, see e.g., Memorex Telex Japan Ltd[2] a subsidiary of Kanematsu[3] or Memorex Telex (UK) Ltd. a subsidiary of EDS Global Field Services[4].
The emergence of globalisation has made the world much a smaller place. Nations has become virtually a partition demarcating certain geographical areas of an enormous community. The business sector may well be the foremost area which is influenced by the increase in proximity among nations. Commerce has become a transnational affair. Along with these developments, the major principles of business are also taken into consideration. More importantly, the context of marketing has to undergo changes in order to fit the demands of international businesses. This paper will be taking a close look on the importance of international marketing for organisation seeking to operate in the international setting. In the same manner, the study will be covering the areas on which international marketing influences. Specifically, a look in international marketing environment, dynamics of domestic and international marketing, international marketing strategies, implications of culture differences, international market research, the operations of small and medium sized enterprises (SMEs) in the international market, types of market entry, and the typically employed market communications initiatives in the international setting. The observations and arguments used in the following discussions are to be based on the journals and academic articles that deal directly with international marketing and international marketing theories.
II. International Marketing
Trading internationally is a phenomenon that dates back in the ancient civilisations when galleons and junks were the foremost modes of transportation to send out merchandise from one country to another. In recent times, international trade is driven by “market, cost, government, competition and other factors.” (Stone and McCall 2004, 3) In looking at this definition, it appears that a lot is laid on the line for every company who seeks to operate in an international level. Any wrong decision or any indiscretion that the company may undertake could spell success and failure of the international venture. Thus, the need to understand and become well acquainted with the international market is a key ingredient in every company’s pursuit to eliminate the possibility of failure. In looking at this claim, it appears that the environment holds the answer for company who seeks to enter the international market. As mentioned in the work of Rao (1998, 256) “the international environment directly affects the firm's strategic options.” This therefore reinforces the importance of knowing the minutiae of the international environment before taking on initiatives towards operating in an international level. In this regard, any company that seeks to indulge on its international operations would have to make their strategy fit every aspect of the environment. (p 256) Taking this into consideration, it appears that planning is an essential part of the process. As Stone and McCall (2004, 221) mentioned in their work, the process of international marketing involves more that the basic elements of planning. More specifically, international marketing entails “careful planning to achieve the organization's strategic goals.
Established in 1961 in Silicon Valley, Memorex started by selling computer tapes, then added other media such as disk packs. Memorex entered the consumer media business in 1971 first with its "shattering glass" advertisements and then with a series of famous television commercials featuring Ella Fitzgerald. In the commercials she would sing a note that shattered a glass while being recorded to a Memorex audio cassette. The tape was played back and the recording also broke the glass, asking "Is it live, or is it Memorex?"
Memorex 3.5 in. diskette 10-pack
Memorex Mini-Disc
MRX V brand Memorex magnetic tape
The company expanded from disk packs to disk drives and other peripheral equipment for IBM mainframes. During the 1970s and into the early 1980s Memorex was worldwide a leading independent supplier of disk drives and communications controllers to users of IBM-compatible mainframes as well as a leading supplier of media for computer uses and consumers.
In 1982 Memorex was bought by Burroughs. Over the next six years, Burroughs and its successor Unisys shut down, sold off or spun out the various parts of Memorex.
The computer media, communications and IBM end user sales and service organization were spun out as Memorex International. In 1988 Memorex acquired the Telex Corporation becoming Memorex Telex NV, a corporation based in the Netherlands, which survived as an entity until the middle 1990s.[1] The company evolved into a provider of information technology solutions including the distribution and integration of data network and storage products and the provision of related services in 18 countries worldwide. As late as 2006, several pieces existed as subsidiaries of other companies, see e.g., Memorex Telex Japan Ltd[2] a subsidiary of Kanematsu[3] or Memorex Telex (UK) Ltd. a subsidiary of EDS Global Field Services[4].
The emergence of globalisation has made the world much a smaller place. Nations has become virtually a partition demarcating certain geographical areas of an enormous community. The business sector may well be the foremost area which is influenced by the increase in proximity among nations. Commerce has become a transnational affair. Along with these developments, the major principles of business are also taken into consideration. More importantly, the context of marketing has to undergo changes in order to fit the demands of international businesses. This paper will be taking a close look on the importance of international marketing for organisation seeking to operate in the international setting. In the same manner, the study will be covering the areas on which international marketing influences. Specifically, a look in international marketing environment, dynamics of domestic and international marketing, international marketing strategies, implications of culture differences, international market research, the operations of small and medium sized enterprises (SMEs) in the international market, types of market entry, and the typically employed market communications initiatives in the international setting. The observations and arguments used in the following discussions are to be based on the journals and academic articles that deal directly with international marketing and international marketing theories.
II. International Marketing
Trading internationally is a phenomenon that dates back in the ancient civilisations when galleons and junks were the foremost modes of transportation to send out merchandise from one country to another. In recent times, international trade is driven by “market, cost, government, competition and other factors.” (Stone and McCall 2004, 3) In looking at this definition, it appears that a lot is laid on the line for every company who seeks to operate in an international level. Any wrong decision or any indiscretion that the company may undertake could spell success and failure of the international venture. Thus, the need to understand and become well acquainted with the international market is a key ingredient in every company’s pursuit to eliminate the possibility of failure. In looking at this claim, it appears that the environment holds the answer for company who seeks to enter the international market. As mentioned in the work of Rao (1998, 256) “the international environment directly affects the firm's strategic options.” This therefore reinforces the importance of knowing the minutiae of the international environment before taking on initiatives towards operating in an international level. In this regard, any company that seeks to indulge on its international operations would have to make their strategy fit every aspect of the environment. (p 256) Taking this into consideration, it appears that planning is an essential part of the process. As Stone and McCall (2004, 221) mentioned in their work, the process of international marketing involves more that the basic elements of planning. More specifically, international marketing entails “careful planning to achieve the organization's strategic goals.
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