Global Marketing

Global Marketing

Executive Summary:
From above report it can be said that global marketing concept is very helpful for
organisations in expanding themselves to different parts of world. It is a used as a strategy by
adoption of various entry modes to enter into countries such as joint ventures, franchising etc. all
this are very helpful in entering a new country and establishing with new culture and structures.
Global marketing concept is related with the purpose of creating a new customer base
across different parts of world. This is very helpful in addition of a customers that can help in
increasing brand awareness and attracting new customers in the organisation.
There are various entry methods that can be used by organisations for entering in new
countries that are licensing, franchising. Various factors are considered before choosing a
particular method such as availability of resources, cost associated, political factors of a country
etc.

Table of Contents
INTRODUCTION...........................................................................................................................5
TASK 1............................................................................................................................................5
Development of Global marketing Concept...............................................................................5
TASK 2 ...........................................................................................................................................6
Review of BRICS........................................................................................................................6
TASK 3............................................................................................................................................8
Factors posing influence in choice of various entry modes........................................................8
TASK 4............................................................................................................................................9
Entry methods used by Companies.............................................................................................9
CONCLUSION..............................................................................................................................11
REEFRNCES.................................................................................................................................12

INTRODUCTION
Global marketing is a concept that is related with overall process of how various
marketing strategies have to be adjusted by a company according to conditions prevailing in
other countries. Global marketing is far broader concept then just selling of products in the
global market. It involves various activities such as planning, creating a position and final
promotion of products in the global market (De Mooij, 2018). The present report is based on
production of a comprehensive portfolio that is answering various questions such as development
of concept of global marketing, review of emerging market in BRIC, there is discussion of
different factors that posses influence on entry mode and franchise as a entry mode used by
retailers is discussed.
TASK 1
Development of Global marketing Concept
According to Martin (Luenendonk, M., 2016), Global marketing concept is a process that
is sued for adjusting of various marketing strategies for a company to adapt according to
environmental conditions present in other countries. With the development of global marketing
concept a organisation can improve overall effectiveness of their product or service.
With the help of view points of (Inbound marketing best practises and insights, 2020),
with the advantage of digital world it has helped in removal of barriers & has lead to companies
focussing on adoption of marketing strategies that are more unified. Marketers are looking for
ways to expand and reach to new customer base. There are basically some steps that can be used
in this regard such as know your market in this there is a need for developing an understanding
of overall environment where a organisation has to world. Each part of world has different
behaviour and norms that has to be adopted while entering a new country. Next step is
development of a marketing plan where there must be use of present marketing strategies that
have to be further expanded and modified according to cultural and structures that are present in
another country. Then there must be customization of approaches of marketing according to
environment of new country. Last step is related with localizing of the message for global
audiences.
According to (Kasemsap, , 2018) Global marketing is a marketing that is taking place
across different parts of the world. There are various operational differences and opportunity that