Global Marketing and Advertising
One of the leading popular word that is loud and hugging headlines nowadays is ‘environment. ’ This means every product and service that is given to the public is undergoing a scrutiny whether they are environmentally friendly or not. It is no surprise then that most of the products and services that is offered to the public is tagged by its mother company as environmentally friendly. Anything that goes against this word is deemed as not appropriate with what the times calls during this time of greenhouse effect, changing climate and ecosystem.
In the case of WD-40 this issue is one that proposes a strategic solution. With the portfolio of products of the firm engaging in industrial cleaning and rust preventive measure, the most that these products can get is a bad or negative publicity if they are found to be environmentally unfriendly. Understanding that a good and positive media exposure can drive one’s revenue skyrocketing, the contrary is said to be destabilizing. This is one of the major strategic concerns of WD-40.
This issue is even strengthen by the study of Evan et al (849-867) promoting a conceptual framework for local sustainability interlinking concepts institutional, social capital and governance. This issue put WD-40 Company in the category of a wise social capital that can promote future environmental sustainability. WD-40 Company is in the midst of all this issue of whether its product is environmentally friendly or not. The external pressure that makes for the company is bad media exposure. Anything that says that its product is not good for the environment will drive its revenue to plummet.
Nevertheless, another external environment factor that is positive in terms of how the company can design its strategy is the loyalty to the brand of most of its client. For years, the clients of the company have been patronizing WD-40 Company and this factor makes it strong. Recommendation Since the main issue that can besiege the company is bad media exposure because of environmental issues pervading all the industry in the market, WD-40 Company can suffer a tremendous blow when this happens. Though this is still far from being an issue with the company, this scenario is not impossible to happen.
And when this happens and worse comes to worst the business strategic management that the company can apply when this happens is simply by engaging itself in a full-blown advertising campaign that can negate the bad media exposure that it can experience and at the same time exploit the opportunities it has on the market. By engaging in a full media advertising campaign using television, radio, newspaper and magazine and even the Internet, the company can withstand the blows that it may suffer when this negative media exposure is experienced by the company.
This full-blown advertising campaign in a way will pave the way for the company to exploit the opportunities it presently has. When it has cleansed itself up from the issue of environmental concern, it thus can focus its way in promoting its product in the global market. If its advertising campaign will be successful in parrying any trouble it may get from the media concerning its product, this may also signal for the company to engage in a style of advertising that can embrace the local taste of any country it will set its international base on.
WD-40 then can launched an advertising style that “crosses international boundary, cutting along lines of culture, nationality, race, religion, mores, values, and customs” (Mooij 21).
WD-40 Company Company Profile. Evans, Bob et al. “Governing local sustainability. ” Journal of Environmental Planning and Management 19 (2005):849-867 Mooij, Marieke. Global Marketing and Advertising: Understanding Cultural Paradoxes. New York: Sage, 2005