Global Marketing: Glocalisation Framework, Benefits, BRIC Country, Triggers, Market Expansion Strategy

This report explores global marketing, including the glocalisation framework and the benefits of adopting a 'think globally but act locally' strategy. It also provides a brief background of the BRIC country, India, and discusses the political risks and economic environment. Additionally, it examines the triggers and motives for companies to internationalise and compares the waterfall and shower approaches as market expansion strategies.

GLOBAL MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
Task 1...............................................................................................................................................3
Explain the Glocalisation Framework....................................................................................3
Benefits for a company by adopting a ‘think globally but act locally’ strategy.....................3
Example from the real business world that supports this portfolio entry. Your example should
demonstrate ‘Glocalisation’....................................................................................................4
Task 2 ..............................................................................................................................................4
Brief background to the BRIC country..................................................................................4
Political risks in the country...................................................................................................5
Economic environment of the country...................................................................................5
Advantages and disadvantages for a UK company looking to move into Indian market......5
Task 3...............................................................................................................................................6
Triggers and motives that cause companies to internationalise.............................................6
Task 4...............................................................................................................................................7
Waterfall approach versus Shower approach as a market expansion strategy.......................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Global marketing can be defined as the process of marketing on a worldwide scale in
order to meet the global objectives. Global marketing is important for an organization because it
provides it with an access to new opportunities in order to increase overall revenue. Not only
this, it also enhances the overall familiarity of the brand and its reputation within the market
(Babin and Zikmund, 2015). The report includes an explanation of the globalisation framework
along with an evaluation of the benefits that an organization might achieve by adopting the
strategy of 'think globally but act locally'. The report also includes a brief background of the
chosen BRIC company and the political risks for it. Advantages and disadvantages for a
company that is looking to move into a new market are also included in the report.
Task 1
Explain the Glocalisation Framework
Glocalisation can be defined as the process which is used to describe a type of
organization or business that has been growing and has its operations distributed across different
parts of the world. In simple words, it can be said that glocalisation is a combination of two
marketing strategies, namely Globalisation and Localization. It means that the products as well
as services of the company are developed and distributed to the public both globally as well as
locally. The process of glocalisation can be expensive and involve the use of various resources,
but it allows the company to get an access to a larger market (Cleveland, 2018). Glocalisation
allows many goods as well as services to be more affordable and be available across different
geographical location. Glocalisation can eb said to be an effective approach because it allows
an organization not only to expand its business operations but also attain long term growth.
When an organization develops strategies, it should keep the needs and preferences of the local
markets in mind.
Benefits for a company by adopting a ‘think globally but act locally’ strategy
'Think globally but act locally' is an approach that is adopted by companies across
various industries and involves having a global point of view but responding as well as adapting
to local differences at the same time. There are many benefits for companies in adopting this
strategy. For instance, there is a reduction in the cost of operations as the resources are optimally
utilized. A company can have manufacturing plants in different countries in order to improve the

overall quality or products. Another benefit of adopting this strategy is that companies get an
opportunity to be recognized at a global level and satisfy the needs as well as wants of customers
across the world. It can be said that adopting a 'think globally but act locally', an organization can
plan for its long term growth. Lastly, the customers as well as suppliers across different parts of
the world get an opportunity to try products of different brands.
Example from the real business world that supports this portfolio entry. Your example should
demonstrate ‘Glocalisation’
There are a lot of companies from the real business world, that have adopted the strategy
of Glocalisation. It has not only helped them in strengthening their brand name, but also in
reaching out to a greater number of customers (Deepak and Jeyakumar, 2019). For example,
KFC's chicken is spicier for the Indian pallet as comparison to any other countries. Similarly,
clearance trucks that are manufactured by Ford, are the ones that have higher ground clearance.
These organizations have adapted themselves as well as their products, keeping in mind the
preferences and needs of different cultures. Being highly sensitive to the local requirements and
tastes is one of the major reasons for the success of these companies. Lastly, Kellogg is another
example from the real business world that offers a variety of flavours for its cornflakes in order
to satisfy the needs of the customers. Although, the company has to revise its marketing strategy
in order to increase its sales in some countries.
Task 2
Brief background to the BRIC country
BRICS is an acronym that stands for Brazil, Russia, India, China and South Africa. The
chosen country is India, a developing economy. The prices of goods as well as services in the
country are determines in a free price system (Di Benedetto, 2017). For organizations operating
in India, the primary vehicle for generating revenue include increasing the export or products and
foreign direct investment. The country is one of the largest democracies in the world with the
second highest population after China. The country is focussing on improving the literacy and
education rate among people. Also, various efforts are being made in order to improve the
business environment and make it more comfortable so that other organizations can invest and
utilize the various resources that are available in an effective manner. India is considered as one
of the emerging powers in the world.

Political risks in the country
India is a politically stable country wherein the political risks do not affect the operations
of different companies. The country has various policies for that have been beneficial for the
companies. If there is a political uncertainty in the country, the demand for products and services
gets affected. As a result, the service sector within the country has to suffer the consequences of
the same. Therefore, the government of the company has to make reserves so that the
uncertainties can be addressed effectively (Khang and et.al., 2016). Some of the reasons for
political risks in the country can include a labour unrest, industrial actions and bureaucratic
inefficiency.
Economic environment of the country
There has been a significant growth in the overall economy of India over the years. This
is because the country is one of the biggest suppliers of cost effective raw materials across the
globe. The customers within the country are divided on the basis of various socio-economic
cultures. Also, the increase in literacy as well as employability rates have contributed
significantly to strengthening the economy of the company (Laczniak and Murphy, 2019). It can
be said that the growth rate of the country is high with increased levels of investments for
organizations. The demand as well as supply of goods and services is constant.
Advantages and disadvantages for a UK company looking to move into Indian market
India has a lot of international companies operating within its economic environment as it
is stable. Not only this, the country also offers a lot of growth and expansion opportunities to
organizations. The advantages and disadvantages for a UK organization looking to move into the
Indian market are described below -
Advantages – The Indian market offers a good scope for establishing a sustainable
business. A UK company entering the Indian market in the near future will have an access to
different conditions that will be favourable for it. Also, costs related to running the operations
within the country are economical (5 advantages of starting your business in India, 2020). The
different laws and legislations in the country pertaining to the operating a business are friendly
and also not very strict.
Disadvantages – On the other hand, there are also various disadvantages for the
company to start its operations in the selected country. The manufacturing in India is mostly
based on manufacturing. Another disadvantage is that there can be a sudden uncertainty or a

political unrest due to which the business operations of the company can get affected. There is a
constant fear of the market getting crashed. Also, the market is never completely free of risks.
Some of the other problems that the UK company can face in the Indian market include
differences in culture, income levels, lack of a skilled labour and various environmental issues.
Task 3
Triggers and motives that cause companies to internationalise
There are organizations that operate domestically and are able to grow and expand their
business. There are various forces, both internal as well as external that trigger the companies to
internationalise in different markets (Morgan, Parish and Deitz, 2015). The various factors that
trigger organizations to internationalise. Besides this, there can be certain motives of
organizations that cause them to internationalise. The same are explained below -
Trigger
Every organization wants to expand its business operations in order to grow and expand
themselves across various geographic locations. For this, it is important to stand out in the
market and offer something that is unique and innovative. This is one factor that triggers the
organizations to internationalise and gain competitive advantage against competitors. Thus,
companies innovate their products and add new features to them (Rogers and Davidson, 2015).
This helps them in reaching out to a greater number of customers and thus, satisfy their needs.
Also, expanding in international markets also helps in increasing the overall revenue of the
company and reduce unnecessary operational costs. For example, Glaze, a UK based
organization got triggered to grow in the American market. The primary focus was on increasing
the overall profits and attract as many customers as possible.
Motive
Organizations have various motives, one of them is to grow their business across as many
locations across the world. Organizations attain these motives by implementing various strategies
and plans. Thus, the companies are focussed on providing the best possible products and services
to the customers in order to retain them and attract more people. For example, Apple Inc., has
manufacturing units in different countries. This is beneficial for it because there is a decrease in
the overall operational costs. Also, the company manufactures its products in bulk so as to
manage the costs.

Task 4
Waterfall approach versus Shower approach as a market expansion strategy
Waterfall marketing approach can be defined as wherein the marketing strategies move
downward. The name is derived from the top-to-bottom logic wherein the project is broken down
into different phases (Sano, 2016). And each phase is dependent on the completion of the
previous phase whereas, shower marketing approach involves the improvement of marketing
strategies across various departments. This approach is basically for cross functioning and the
departments are organized in such a way as to perform effectively. All these strategies help in the
effective management and performance of the company. The waterfall marketing is flexible
wherein the company can make various improvements. The waterfall approach is useful for an
organisation because it helps in product development and assists in making sure that the release
of a product goes smoothly.
For example, Xplace is a start-up that offers freelancing services to business in three
countries. The company makes use of the waterfall approach as it has helped it in identifying the
critical path so as to maintain the quality of its products. The company is flexible with
understanding the needs of the customers and thus, it has been able to save a significant amounts
of costs. On the other hand, LEANability is another organizations that makes use of shower
marketing approach. It primarily focuses on reducing the costs. This has helped it in increasing
overall profitability and thus, gain a competitive advantage (Zavattaro and Fay, 2019). Therefore,
it can be said that the waterfall marketing approach is useful that helps an organisation in
offering good quality products to the customers. The strategies in both these approaches opted by
the company are different from each other. This strategy is also referred to as simultaneous
strategy and can help an organization in achieving growth in the market.
CONCLUSION
From the above report, it can be concluded that in order to expand their business,
organizations should focus on the marketing strategies. This is because effective marketing can
help organizations in grow their business operations. Global marketing is an important aspect for
companies that operate internationally. Also, global marketing helps businesses in attracting a
greater number of customers and satisfying their needs as well as preferences. The strategies
should be formulated in such a way that they are beneficial for the company and assist it with an

increased revenue growth. Glocalisation is a framework that helps businesses in satisfying the
needs of the customers locally as well as at a global level. Also, waterfall and shower approaches
of marketing help organizations in conducting their business operations in an effective manner
and thus, satisfy the needs of a greater number of customers.

REFERENCES
Books & Journals
Babin, B. J. and Zikmund, W. G., 2015. Exploring marketing research. Cengage Learning.
Cleveland, M., 2018. Acculturation to the global consumer culture: Ten years after and agenda
for the next decade. Journal of Global Scholars of Marketing Science. 28(3). pp.257-
271.
Deepak, R. K. A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Di Benedetto, C. A., 2017. Corporate social responsibility as an emerging business model in
fashion marketing. Journal of Global Fashion Marketing. 8(4). pp.251-265.
Khang, H. and et.al., 2016. A retrospective on the state of international advertising research in
advertising, communication, and marketing journals: 1963–2014. International Journal
of Advertising. 35(3). pp.540-568.
Laczniak, G. R. and Murphy, P. E., 2019. The role of normative marketing ethics. Journal of
Business Research. 95. pp.401-407.
Morgan, R. M., Parish, J. T. and Deitz, G. eds., 2015. Handbook on research in relationship
marketing. Edward Elgar Publishing.
Rogers, T. and Davidson, R., 2015. Marketing destinations and venues for conferences,
conventions and business events. Routledge.
Sano, K., 2016, July. INVESTIGATING THE ROLE OF ATTITUDES TOWARDS SOCIAL
MEDIA MARKETING ACTIVITIES AND THE PERCEIVED VALUE OF USING
SOCIAL MEDIA IN ORGANIZING VACATIONS. In 2016 Global Marketing
Conference at Hong Kong (pp. 192-197).
Zavattaro, S. M. and Fay, D. L., 2019. Brand USA: A natural quasi-experiment evaluating the
success of a national marketing campaign. Tourism Management. 70. pp.42-48.
Online
5 advantages of starting your business in India. 2020. [Online]. Available
through:<https://e27.co/5-advantages-starting-business-india-20170208/>.