Kajian Literatur Kebijakan Produk Global

Abstract

The implementation of marketing strategy for businesses is now more difficult due to globalization. Because of globalization, businesses must compete with top-tier firms that have substantial financial resources and higher-quality goods. For businesses entering the global market, the task is to create product policies and plans that address global market demands, rivalry, and organizational resources. Product policies must strike a balance between the advantages of product adaptability and the advantages of focusing organizational resources and local market preferences on a select few non-commercial items. Consumer demand throughout the globe forces exporters and importers to establish a global product policy that is adjusted by every norm and culture that is unique to each country as a need that business actors/businesses must meet in order to be able to enter the global market. The goal of this research is to examine the global product policies that business actors must follow or implement while marketing items over the world. Because marketers need to be alert to the dynamics of global markets, this research demonstrates how local products differ from global products. Marketers must exercise caution while handling market expansion strategies and placing global items in other countries in order for the goods and services they market to be on point and earn favorable consumer response.
 Keywords: Policy, Product, Marketing Strategy, Globalization