MKT 607 GCU Global Marketing Discussion

RE: DQ 1: Global Marketing; Case study 2 of 4: WorldTravel BTI

Participation Post, optional but gives Participation Points.

Hey Beena / Class:

Beena:  Thanks for your feedback in our Global Marketing discussion.  Yes, it takes a concerted effort to understand markets for your companies products in other countries.

Class:  This is post 2 of 4 of the Case Studies from my time in Global Marketing with these worldwide organizations: United Parcel Service;  WorldTravel BTI;Siemens Energy & Automation;  and ASHRAE / Elsevier engineering eLearning.  See the rest of the series in my 3 other DQ 1 posts.

WorldTravel BTI

In another global role from my experience:  I served as the VP of Marketing for WorldTravel BTI, a $2B business-travel management firm that was second to AmEx Travel in global sales.

Launching Global Products

Our team’s focus was to help launch digital travel-management products to serve our customers, who were Travel Managers for Fortune 500 companies (like UPS).  We did extensive research before launching new products, including our Customer Advisory Board which we used to collect qualitative data (“How do you feel about your experience with the features / benefits of this product?).

One of the largest challenges of working with large global organizations is the translation of product benefits from one language/culture to another.  More on this later.

Question

If you’ve worked for / with a global organization, what do you think the biggest challenge was?