Jones Corporation has emulated the phenomenon of converting its business portfolio from a local perspective view to an international status. Through implementation of the extensive marketing strategies, and expansive geographical market segmentation in Europe, Middle East and Africa; North America; and Asia-Pacific, Jones Corporation company has been able to improve it publicity through such expansion of its operations. The introduction of research facilities in the USA and the UK is an indicator of how effective the corporation intends to take advantages of the economic globalization opportunities which are currently being applied by many multinational companies such as.
However, considering the importance of market research and its impacts on the sales level and the profitability in such Jones Corporation company, there a need to expand the research and development facilities outside UK and US. In order to take advantage of the of the business initiatives that were put in place by the GATT, Jones corporation need to invest in research in more countries rather than in just US and in the UK. In opening other research institutes the company would increase its overall sales globally due to the following initiatives which were recommended by the GATT.
- It will enjoy the reduced tariffs, and thus it will have the benefit of free trade zones.
- The development of containerization for open shipping will enable it to reduce transportation costs.
The corporation with its core business of manufacturing and selling health care and cosmetics, in many countries in the world, has not totally achieved the globalization objective. Since the objective of globalization is more than preventing occurrence of third world war, the company more research institutes in Africa. Due to the political and social conflicts that have been experienced in majority of countries in Africa diseases and other health related issues have been on increase. It is therefore necessary to put more emphasis on opening more branches in Africa.
It is worth noting that Jones Corporation has only one retail operation in Africa based in the country of South Africa. As a marketing strategy in its review policies creating more marketing opportunities in Africa will not only improve the publicity of the company but it will also increase its level of sales thus increasing its profits. The communication and the transfer of knowledge strategies that the Jones Corporation is employing in its operations to achieve the international standards are applicable. The location of Jones Corporation’s headquarter in UK, has been of great importance since the centralization of information and communication has ensured better control by the head office of all other subsidiaries operations in all its branches.
The exchange program of expatriate managers from countries that Jones Corporation is undertaking has also enabled it to achieve be the globalization objectives. The exchange program needs also to be extended to Africa region so as to ensure proper control of the marketing opportunities that may arise when Jones Corporation decides to open more branches in Africa, after the review of the expansion policies
Jones increase in expansion will bring the following advantages in its operation:
- Financially the corporation will have better access to more external funds by the way of increasing its foreign investors who will be interested in buying its shares in either secondary market or through initial public offers when it opens more branches especially in different countries in Africa.
- Basing on the advantage that exist on the freedom of exchange of goods and services the company will realize it dream of achieving the global common market.
- By use of adequate communication linkages within its subsidiaries and the consumers especially in Africa the company will benefit through opening more retail chains in other countries due to the technological advancement that exist in the communication industry.
- Jones corporation will also be a beneficially of international cooperation which tries to solve environmental challenges that faces multinational companies such as Jones Corporation.