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This case study looks at Haier's expansion into the US market as an example of choosing country markets, and market segment within the country, as part of the process of globalizing its market presence.

Electric industries. --- Electric industries --- Export marketing --- International business enterprises --- Haier (Corporation) --- China --- United States --- Commerce

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This case study examines Marriott and the company's strategy for globalisation. By focusing on globalising one brand, Ritz-Carlton, Marriott expanded quickly and Ritz-Carlton is now the global leader in the luxury hotel market. Focusing on Ritz-Carlton was the logical choice as the brand caters to a global customer base and the local adaptation imperatives are minimal.

Branding (Marketing) --- Hotels --- Marketing. --- Globalization --- Luxuries --- Organizational effectiveness. --- Economic aspects. --- Marriott Corporation. --- Ritz-Carlton Hotels (Firm)

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Globalization --- Economic aspects. --- Export marketing. --- International business enterprises --- Marketing --- Organizational effectiveness. --- Strategic planning. --- Management.