Global Business in Context: Market Analysis of Germany for Rowlinson Knitwear

Global business in context

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Justifying the opportunity in Germany for Rowlinson knitwear using factors of macro
environment.................................................................................................................................1
Outlining of international marketing strategy.............................................................................5
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Global marketing strategy refers to an approach in which nations from several region
existing within the world to coordinate marketing efforts effectively that is mainly executed by
an organisation. Global business strategy is mainly followed by companies in order to harmonise
efforts effectively so that goals are attained properly (Vilkina and Klimovets, 2019). It is mainly
based on fulfilling needs and demands of customers on global level ans also delivered high
quality products in proficient manner. Global business is integrated with recognising new market
to understand needs of particular segments so that products are easily delivered to customers in
proficient manner. This particular report is generated to understand the concept of global
marketing strategy in terms of Rowlinson Knitwear. It is a SME company headquartered in UK.
As this organisation manufacture knitwear and school wear to customers and now they want to
internationalise their business in mainland nation of Europe i.e. Germany. So that it report
consist of market analysis of Germany in context of Rowlinson Knitwear, UK.
MAIN BODY
Justifying the opportunity in Germany for Rowlinson knitwear using factors of macro
environment
Rowlinson Knitwear is an organisation that manufacture knitwear, corporate wear and
school uniform for their customers. Therefore, this organisation having general stock at all time
and for embroidery company needs time around 4 days. Hence, Rowlinson Knitwear does not
compromise with their quality due to this they easily inhale the distinct market identify (Quelch,
2017). To effectively understand the company opportunities and threats which are presented
within market it is very crucial to examine macro factors which are useful for organisation in
their long term survival. Therefore, Rowlinson Knitwear is emphasis on enter into new market to
enhance their profitability. In this company enter into new segment of Europe country-Germany
that represents as new market for an organisation that linked with several threats and
opportunities that leads to expansion and success. PESTLE analysis defines as an macro factor
where a business enterprise is easily analysed several aspects within market to grab opportunities
for market expansion. In case of Rowlinson Knitwear, organisation have good market position in
UK that helps in offering distinct competitive advantage. Pestle analysis for Germany in context
of Rowlinson Knitwear are elaborated below:
1

Political factor- Germany is a country that is democratic parliamentary federal republic
in which prime is expressed as head of nation. Therefore political condition of Germany is highly
strong because it is powerful nation in European Union. Germany is associated as a member of
IMF and world bank due to which they contributes huge amount within the budget of European
union. However, company also hold follow liberal policies because of this purchasing power of
people are very good that is a positive sign for an organisation to expand their business in
country like Germany. On the other hand Germany also support extrinsic investors to invest in
the country that is the major reason for stable political condition of nation. In terms of Rowlinson
Knitwear that is a company who is willingly enter intro market of Germany for adopting more
opportunities and overcome challenges that are being faced by organisation at the time of
expanding business (Agarwal and Wu, 2018). In this regard due to stable political condition
company strengthen their market position and it is related to adhered guidelines that are imposed
by government. As government of Germany followed liberal policies that helps company to
expand business appropriately. On the other side, Germany government face several issues
related high disagreements between several other government due to this major problems are to
be faced by Rowlinson Knitwear at the time of expanding business within Germany.
Economic factor- This factor express an economic condition of particular nation along
with FDI policies that impact highly on the domestic income, per capita income of population.
Therefore economic condition of Germany is represented as a most influential economy within
universe due to this they highly focused on the foreign direct investment. However, this offer
high end opportunities to Rowlinson Knitwear in terms of expanding business in country like
Germany. Within Germany, purchasing power of people is very strong due to which companies
seen positive impact on their expanding operation business because of strengthen purchasing
habit of population. This represent as a positive movement for several business firm in order to
invest in economy of Germany. In context of Rowlinson Knitwear that is famous manufacturing
organisation in UK who offer clothing apparels in market and in Germany they manufactures
electrical equipments in optimal and high quality manner. Hence, it creates high opportunity for
Rowlinson Knitwear where they and focus on minimise the cost over several elements that are
needed within sector to satisfy the demand of customers. As Germany is highly associated with
import activities because of this they have remarkable economic system. It create high
2