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Global Brands: What it takes to be a global competitor?

The world, it is rightly claimed, has now become a 'global village.' People and countries have come closer to one another through phenomenal advancement in telecommunication. From telegraph to telephone, from telephone to fax machine, from fax machine to web-based email, from email to cellular phone and satellite telephony, the nations accelerated communication from one part of the globe to the other as fast, as convenient and as cheap as technology could permit. 

A world-wide network of airlines has made travelling cheaper, easier and comfortable from one corner of the earth to the other. The cross-border and cross-cultural movement of  the people, investment, corporations, goods and services have transferred technology and technicians from the developed nations to the developing nations around the world.

The post-war era has witnessed the rise of new economic giants such as Germany, Japan, South Korea, China, and India. The birth of the European Union has led to the optimization of human and material resources such as the tapping of economies  of scale, sharing of technical know-how and improved utilization of the  workforce  of Europe in one big economic, political and social block. The post-colonial period has produced 'Asian Tigers' such as Malaysia, Indonesia, Thailand, Philippines, Taiwan, Singapore, South Korea and Hong Kong.

With the 6-billion population on this planet, the movement of goods and services across the  geographical boundaries has become normal and inevitable. The consumers have access to goods and services from almost every country, varying in quality, design and shape, and price. International competition is benefitting the consumer on the one hand and supporting the developing economies in Asia and Africa on the other.

The national companies are becoming multi-national companies in the spread of their goods and services. The cost escalation has practically forced the companies to look beyond their  geographical boundaries for new locations to establish manufacturing and/or marketing facilities and expand their consumer base. With intense competition among the multi-national companies, there is growing awareness of the need for product research and development, product innovation, quality improvement, marketing innovation and customer relationship management.

The science and technology advancement has greatly helped in product development and innovations to provide broadbased choice of goods to satisfy the customer needs with better quality and lower price. The concern for comfort, convenience and cost for the consumers has assumed new dimensions in corporate philosophies and operations.

To have a competitive edge, a corporation has to be innovative in every sphere of its operations be it product development, manufacturing, logistics, marketing, or customer service. Only the dynamic, vibrant, and consumer-oriented corporations, alive to the changing operating environment and consumer needs across the globe, are destined to survive and progress in the new 'corporate jungle.'

The world is changing and so is the consumer market. The question that every corporate management needs to ask is: Are we changing, too?

Mumtaz A. Piracha

President

Resource Management Group

Pakistan

Website: http://www.rmgincorp.com/

Email: rmg@rmgincorp.com

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This article was judged as # 1 on Helium.