Tyden Brammall is a global security seal provider owned by a private equity firm. [1] It has expanded globally through mergers and acquisitions. [2] Managing cultural differences, infrastructure needs, and political systems across countries has presented challenges to marketing globally. [3] Advances in technology have greatly facilitated global communication and operations.

1. Tyden Brammall Week 5 Individual Paper
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Tyden Brammall week 5 Individual Paper
SEAN ELLIS
August 12, 2012
MKT 421
DANN CAPPS

2. Tyden Brammall Week 5 Individual Paper
Tyden Brammall is an organization that is in the process of trying to become the largest
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and most successful security seal provider in the world. Owned by a private equity firm, Tyden
Brammall has been transformed from a United States manufacturer to a global company by
expansion, merger, and take over. As the worldwide expansion has progressed it has encountered
many of the issues raised. Tyden Brammall has had to deal with different issues such as
demographics, infrastructure, global interdependent, and inferences such as culture. The other
issue of ethics and working within different political systems such as the one in China and the
effect of the tech revolution and the ease that it has made operations that much easier
Tyden and the equity firm have gambled much on the value of global interdependence.
The company requires all division to be able to support each other with sales being in Europe,
Latin America, and the largest market the USA. Manufacturing is centered in China and the Far
East with a small assembling procedure in Latin America. This interdependence and support of
each is essential to the operational success of the organization. As a global manufacturer each
and every division must know its place and support each other
The other side of the coin in having a global company that depends on each other is the
fact cultural difference play such a part in how well companies run. These differences must be
accepted and adjustment made into the procedures of the organization, while not losing the
identity of the parent organization. There must be a teaching of what the differences are from
Latin Americans to the Chinese cultures, the subtle nuances that each culture has and how things
are expressed and accepted. Having the right liaison between parent and global division is a key
tool, as that one person can be the conduit to teach and prep and bring acceptance rather than
separation to the organization

3. Tyden Brammall Week 5 Individual Paper
Demographics and infrastructure are items that can affect marketing as well but in a
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delivery or distribution channel way. Without a substantial infrastructure Tyden could not bring
to market its products across the board as the market channels especially in the larger markets
was a direct one so it had to be supported and marketed so that credibility would not be lost.
Demographic did not have a great affect except as to perception of strength of a product as
different cultures or demographics look at products with a skewed eye. The biggest factor in my
opinion is infrastructure as for a worldwide market player to be competitive it needs to be there,
in order for it to support the divisional sales or market forces and plans.
Marketing in different political systems can be a minefield as a USA based organization
has to deal with a number of different restrictions, In Mexico many of the competitors used gifts
which in reality were bribes to the different customers government officials are even more
prevalent than others. Working and marketing in communist countries is also a substantial
different environment as the consumer base is different and is not a free market economy.
Political systems can also curtail different market plans as some of the options are illegal. Also
some marketing plans which contain gifts can be done by host country marketers but not by
expats due to the legal ramifications in the USA.
Marketing in different countries other than the USA has many ethical and legal
obligations and due to the parent company being USA based one has to always adhere to the
ethical and legal responsibilities of the USA. There have been many examples of product
dumping and marketing those products which didn’t meet the legal responsibilities in the USA as
far as quality or side effects or even performance. Companies have an ethical and legal
responsibility to maintain the same standards as any and all marketing plans that are used in the

4. Tyden Brammall Week 5 Individual Paper
USA this also lends to the credibility as the United States usually maintains the best standards in
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the world. Companies must meet legal and ethical responsibility to become good global citizens.
Tech has change the world in every facet that you can think of. It has made the global
business operation and communication an instant and easy type to the point that as I did could be
living in the United States and maintaining and running a business based in 26 different
countries. With the advent of the tech boom working in a virtual office is no longer the difficult
issue it was before one can run a global company from the local Starbucks office. Tyden senior
management was never in an office they would spend short times but for most the positions
required to be on the go from country to country.
Tech has made the world smaller and more manageable so implementing and monitoring
a marketing plan is now as easy as when you managed in the United States alone. Tech has been
the great facilitator when it comes to marketing as research and data that took weeks and months
to get before are now available in minutes not hours. Having this allows for marketing and sales
to react in an almost instant manner. Has this tech boon been a godsend in the worldwide
environment yes it has.
The Foreign Corrupt Practices Act of 1977, while being a tool that stops the cheating in
other countries can and does hamper marketing especially in a host country when your
competitors can and do practice gifts to customers. At the same time a United States based
company cannot especially when you put the orange jump suit test which in simple terms is if I
do give a gift will it land me in jail back in the USA. At Tyden this was always a concern as we
did deal in countries where this practice of giving gifts was rampant in some market sectors. So,

5. Tyden Brammall Week 5 Individual Paper
while an ethical and reasonable law it can and does hamper marketing in some foreign and
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political systems and smart marketers need to find was around it.
As can be seen the complexities of working in a worldwide global company can be
daunting and at some time almost impossible. Tyden strived to work and overcome this by
product positioning and the best marketing resource it had the management team and the point of
sale managers which represented the company as no marketing plan is any better than the people
implementing it. Tyden used hit to the maximum as in some cases where it could not use gifts as
others did the credibility of the people was all that allowed the marketing plan to succeed.
Marketing encompasses many facets just as all these many facets affect marketing and the
implementation of it. Global marketing as can be seen from the issue covered here is a complex
world with many pitfalls yet just as many solutions.