CONCEPT PRESENTATION

Companies nowadays are not only concerned with putting up businesses for profit alone but, they are now more concerned of its growth not only locally, but globally. These companies go for expansion in order to: Gain access to new customers; Obtain access to valuable natural resources; To capitalize on resource strengths and capabilities; To achieve low-cost and competitiveness; and Spread business risk across wider market base. In which case, here are some tips to remember in planning to go global: Get the right consultant to help you set up your branch; Aim at the neighboring markets, especially the hot markets nowadays, which include: China, Indonesia, Thailand, Dubai and South Korea; Find a partner who knows the market, familiar with the industry and has the money to invest; and Grow your business slowly. But before eyeing the foreign market, there are things that one should first remember to: Be successful; Establish a strong brand; Build a reputation for quality; Shape up; and Adapt to various markets. 1 2. MATERIAL PRESENTATION

H.J. Heinz founder Henry Heinz developed sophisticated brand-building strategies without the advantages of modern economic analytic technique, data and theory. Today we might point to Heinz and Noble's skill in exploiting economies of scope, in developing additional goods that utilized existing inputs and organizational capabilities. 2 But neither man thought in theoretical terms about what he was doing. Like other entrepreneurs at other times, they were

working to expand a fledgling business operating in a new, as yet largely undefined, market. Heinz and Noble believed that they had no time to lose. To make the most of the opportunity they saw before them, they would have to use their limited financial resources and more ample creativity as efficiently as possible. Increasing the company's product line was a potentially quick, inexpensive way to shape a nascent market for processed food. Heinz knew from selling bottled horseradish that men and women would not buy a completely new product, especially a good they could make themselves, unless its quality was assured. Through careful packaging, unadulterated ingredients, and savvy salesmanship, Heinz and later Heinz & Noble had provided such assurance. Grocers, wholesalers, and their customersHeinz's end usersnow associated the anchor symbol with superior horseradish, manufactured outside the home. "The brand of the Anchor Pickle and Vinegar Works," a business writer noted at the time, "is known to consumers throughout the country as a guarantee of a first-class quality of goods." 3 Heinz hoped to extend this brand association to other related goods. He suspected that the potential demand for pure, savory condiments and sauces was enormous.

3.

INTEGRATION

Companies thinking of going global should not only think of expanding for the sake of expanding, but should also think of how customers are going to accept their products as a whole. Going global will definitely require lots of capabilities to be developed in order for such globalization to be a success. In the case of Heinz, the founder though at his time brand creation is not yet a term used, understood the strategic rationale of branding and its importance to competing effectively on the demand side of the economy. In a young market, he realized, consumers had to be able to identify a particular products source, functional attributes, and perceived quality relative to rival goods. Customers also needed to be made to appreciate the intangible aspects of a good- the associations and expectations that they attached to it. He thought that making consumers to follow his products, he must make his products attractive through the quality of those which he will produce. That through careful packaging, unadulterated ingredients, and savvy salesmanship, Heinz and later Heinz and Noble had provided such assurance.

4.

CONCLUSION(s) AND RECOMMENDATION(s)

The world really is becoming smaller and smaller as time passes by. With the introduction of the internet, the once-dream of becoming a world-known entity is now only few clicks away. For that reason, businesses in the Philippines are optimistic to do more researches on how to make their products more marketable, and how they can be more marketable as a whole. And since consumers are

already more selective, more and more companies nowadays are into improving more of their products so that they can be compared to other products of the same quality and so that more consumers will patronize them. The Philippine government should therefore, help make these businesses to be successful in their industries by helping them be advertised to other countries, so that interested companies might help them achieve their purpose. It is however more appropriate that before bringing in other jobs from other countries for the Filipinos, the government must first help inside investors so that, we can capitalize more on our resources and well be able to preserve out think tanks.

6.

ETHICAL ISSUES

Globalization of products is not anymore only for the big western countries companies but for the emerging countries companies as well. With the introduction of internet in the 90s, products are now easier to access since advertisements are around the net all the time. And since Filipinos are known for being helpful, it will be a very nice experience if Filipinos are the first to really love appreciate and promote Philippine products to people all over the world. Like in a saying we have to love our own.

References: 1 Arthur A. Thompson, Jr and A.J. Strictland III, Strategic Management: Concepts and Cases, Thirteenth Edition 2 Chandler, The Visible Hand, 473. See also Alfred D. Chandler, Jr., scale and Scope: The Dynamics of Industrial Capitalism (Cambridge, Mass., 1990) 14-18. 3 Manufacturers of Pennsylvania, 384.