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and availability (http://www.nytimes.com/2009/10/11/magazine/11fob-consumed-

t.html?_r=0).

Consumer nondurables, such as Coca-Cola products which is known worldwide, focuses

on its local scale operation. They were able to create global reach with local focus through their

system, which comprises their Company and more than 250 bottling partners worldwide. All

bottling partners work closely with customers -- grocery stores, restaurants, street vendors,

convenience stores, movie theaters and amusement parks, among many others -- to execute

localized strategies developed in partnership with their Company. Customers then sell the

products to consumers at a rate of more than 1.8 billion servings a day. They have seemingly

mastered the art of succeeding in different cultures, but they are certainlynot the only ones

(http://www.coca-colacompany.com/our-company/the-coca-cola-system).

Barbie is a popular brand (made by Mattel) in many parts of the world. Its products have

had huge success in Argentina, the United States, India, and many more. Its most popularproduct is its Barbie doll which is adored by many children all over the world. However, the

iconic doll has not had success in every market like China. Mattel recently had to close their

massive Barbie store in Shanghai, China. The failure was mainly due to a lack of focus for the

store, and lack of interest in the brand from the Chinese. Since localization is such a critical part

of globalization, companies are learning that traditional marketing research is not enough. The

Barbie store did not adapt to the Chinese market as quickly as it should have

(http://www.chinalawblog.com/2011/03/barbie_in_china_the_lessons_to_be_learned.html).

Local business players can take advantage of the developments brought about by the

consumer nondurables such as its needs for partners in the local region. They can gain new

techniques and research developments through the entry of these highly-developed and

cultural sensitive products.

In the case of Barbies failure to dominate the local market in China, I believe that the

Barbie brand can still do well it just needs a new strategy. They must have plans for small

retail stores, seek out franchise customers to expand the Barbie products throughout China and

would have a coherent merchandising and store strategy that would enable them to expand

nationally throughout China.

In general, there is no prefect formula for globalization. It is a constant learning

experience for companies who choose to actively seek out new markets. Balancing risk with

potential reward is the focus of every global company. The keys to success are doing your

research, consulting with culture experts, and learning from your mistakes. Being ready to

change or alter your strategy is essential for companies entering new markets and can

ultimately determine your fate.