Progress of the Global Marketing Concept

AS1 - Portfolio
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CONTENTS
Portfolio Entry 1: Progress of the ‘global marketing’ concept........................................................4
Task 1...............................................................................................................................................4
Q1. Concept of ‘Progress of the global marketing’.....................................................................4
Q2. Further research on development of an international marketing concept, utilizing three
academic sources.........................................................................................................................4
Q3. Example from business world that upkeep portfolio entry and its relation to progress of
international marketing concept..................................................................................................5
Portfolio Entry 2: Assessment of integrating BRIC markets...........................................................5
Task2................................................................................................................................................5
Q1. Emerging BRIC market........................................................................................................5
a. Back ground to India.........................................................................................................5
b. Political risks in India.......................................................................................................5
c. Trade, non-trade & tariff barriers between United Kingdom & India........................6
d. Economic environment for India.....................................................................................6
e. Benefits and drawbacks for a United Kingdom firm looking to move into Indian
market.....................................................................................................................................6
Portfolio Entry 3: Factors impacting choice of entry mode............................................................7
Task 3...............................................................................................................................................7
1. Firm from ‘real’ business world and business it is in..............................................................7
2. The way “Factors influencing the market entry mode decision” model can assist in choosing
‘right’ entry mode to enter in new market...................................................................................7
Portfolio Entry 4: Franchise entry method......................................................................................8
Task 4...............................................................................................................................................8
1. Retailer that utilises franchise as an entry mode and name of the retailer...............................8
2. List of markets that retailer has select to utilize franchise as a mode of entry........................8
3. Evaluation of benefits and drawbacks of utilizing franchise as a mode of entry....................8
4. Benefits to choosing franchise to Marks & Spencer...............................................................9
REFERENCES..............................................................................................................................10
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Portfolio Entry 1: Progress of the ‘global marketing’ concept
Task 1
Q1. Concept of ‘Progress of the global marketing’
Global marketing is referred as a publicising to target marketplaces all over the world and
it is very crucial for almost all businesses. Global marketing provides a steady opportunity to
company for growth in international market. It is the procedure of adjusting marketing tactics of
company in order to adapt with the circumstances of other nations. It is other than selling a
product or service all over the world as it is a complete procedure of planning, developing,
positioning as well as endorsing the products in international market. Today, with the spread of
internet, companies can reach to consumers anywhere globally (Moreno Ramirez, 2017). There
are several developments takes place in global marketing. The dimensions of this concept
includes nature of packaging, labelling, product design, absence or presence of warranty, choice
of brand name, after sales service support and advertising strategy. For each of the dimension of
global marketing, an organisation must select a degree of customisation and standardization.
Q2. Further research on development of an international marketing concept, utilizing three
academic sources
As per the view point of De Mooij, (2018), the development of international marketing
details all the relevant aspects of development stage that has been continue since capitalism and
its concepts took centre place in redefining the manner individuals to business globally as well as
the course of industrialisation which shaped and altered outlook of global process of economy.
According to the view of Sana Haroon, (2016), global marketing is the procedure of marketing to
target markets all around the world and is significant for every business. Proper understanding of
market competition, customers, supplier networks operate globally etc. are important to market
the products and services effectively at global level. Development in global marketing provides
the opportunities to businesses to develop and grow internationally and maintain sustainability in
the market (Developing the Global Marketing Concept, 2016).
As per the views of Martin Lunendonk, (2019), the process of global marketing involves
adjusting marketing strategies of a firm according to the circumstances of other nations. Global
marketing improves the effectiveness of product or service and provide strong competitive
advantage to company. Developments of global marketing helps in increase the consumer
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