Global Marketing: Market Selection, Entry Methods, and Strategies

Global Marketing

Executive Summary
Global marketing is often use by the businesses when they want to expand
their business at international level. Companies push their products and services in
other markets which may be other countries market and local markets as well.
International market are grabbing by the large organisations as they plan, manage
and produce the products worldwide level and make their brand name. In this
report, discussion on the global market selection is primarily involved. Unilever is
the largest organisation which operates huge chain of the business in 190 countries
so this company is considered for the report preparation. It markets entry modes
are discussed along with its selected marketing strategy which gives the idea about
how expansion takes place in the global market and become successful.

TABLE OF CONTENTS
1. INTRODUCTION.......................................................................................................................4
2. COMPANY BACKGROUND....................................................................................................4
3. MOTIVES AND TRIGGER........................................................................................................4
4. MARKET SELECTION..............................................................................................................5
5. MARKET ENTRY METHODS..................................................................................................6
6. MARKETING STRATEGIES.....................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

1. INTRODUCTION
Global marketing involves planning, managing, producing, marketing the products of the
company which wants to provide their products and services at the worldwide level. As
companies want to gain more competitive advantage in terms profitability, so they step into the
new markets at global level. This report carries company's market selection for selling and
marketing their products at the global level. It includes the entry modes of the business in new
market and establish their business. Organisation's marketing strategies which give the idea how
the companies operate their business at big level and achieve the success. This report is based on
Unilever company to do the analysis on global marketing.
2. COMPANY BACKGROUND
Unilever is UK based transnational consumer products company founded in 1929 by
Lever Brothers and Samuel van den Bergh. It is the leading company in the world, operating in
190 countries and its acquisition is approximately 400 brands. It generates €50.982 billion and
operating income €12.535 billion in 2018, and its net income is about €9.808 billion. Company
employed 155000 people. Now it became the largest group in the world. It is dual listed
company in which corporate structure support the two corporation to operate as a single unit in
two different countries. Unilever Plc in London and Unilever NV in Rotterdam (Keegan, 2017).
It provides food items, cleaning products, personal care, home care long with refreshment
products. It has acquired Brooke bond, Lux, Dove, Rexona, Sunsilk. Surf, Lipton, Ben and Jerry,
Dollar shave club, Knorr, Heartbrand etc. brands (De Mooij, 2018). As the demands increases in
the international market their acquisition increases, and they started their expansion to provide
consumer goods at affordable prices.
3. MOTIVES AND TRIGGER
Unilever is the international organisation which operates their business including,
production, pricing, and marketing in different countries of the world. As they have 400 brands
along with them they sue them to fulfil the requirements of the people at affordable cost.
Unilever wants to grab international market. Their motives are continued expansion, like
they cover the market in US, UK, Europe, China and India (Keegan and Green, 2016). It tries to