While built upon similar theoretical constructs to any marketing strategy there are inherent differences of approach required when marketing in the international environment. This essay examines these challenges as they have impacted on the development of the Meccano toy brand.
There are numerous brands that have failed or come close to
failure due to flaws in the international marketing
strategies that have been used to promote and support the
brand, and this is particularly the case in the retailing
sector (Doole and Lowe 2009). Meccano toys, once a
traditional UK corporation, is one brand that has
experienced difficulties with its international marketing
strategies over the years (Litchfield 2010).