Global Marketing: Glocalisation Framework, BRIC Markets Review, Internationalisation Triggers and Motives, Market Expansion Strategies

Global Marketing

Table of Contents
Portfolio Entry 1: The “global marketing” concept.........................................................................1
Explain the Glocalisation framework..........................................................................................1
Benefits for company by adopting “think globally but act locally” strategy..............................1
Example from real business that tends to support the portfolio entry by demonstrating
“Glocalisation”............................................................................................................................2
Portfolio Entry 2: Review of merging BRIC markets.....................................................................2
Provide a brief background of China..........................................................................................2
Evaluate the political risk of China.............................................................................................2
Review the economic environment of China..............................................................................3
Summarise the benefits and drawbacks of company looking to move into new market............3
Portfolio Entry 3: Why Internationalise?.........................................................................................4
There are triggers and motives that cause companies to internationalise. Choose one trigger
and one motive that why company select internationalise and support with real business
example.......................................................................................................................................4
Portfolio Entry 4: Market Expansion Strategies..............................................................................5
Compare and evaluate waterfall approach versus shower approach as the market expansion
strategy with real examples.........................................................................................................5
REFERENCES................................................................................................................................7

Portfolio Entry 1: The “global marketing” concept
Explain the Glocalisation framework
Glocalisation is undertaken as the adaption of both global and international commodities
into the local factor. It is the effective combination of both globalisation and localisation as these
are used in terms of describing the effective products and services that are developed and
distributed on global basis in terms of accommodating user into local market. It focus on the
involving culturally for the friendly media and developing effective advertisements in terms of
encouraging the acceptance of foreign products for the local audience (Kotabe and Helsen,
2020). This framework tend to depict the marketing strategies which undertake standardization
and differentiation which include both local and global market. This framework work for
companies in terms of decentralized authority that exist to effectively compete for various
cultural context. Moreover, it leads to mix results for the large economy in terms of making
organisation more competitive as it tends to increase the overall quality of competition and drive
down price to make goods more accessible.
Benefits for company by adopting “think globally but act locally” strategy
In present times, most of the organisations face various challenges in terms of effective
management. For this, various norms, regulations and concerning expectations exist in each and
every country. In regard of this, nation tends to have prominent disposition schedule of
information regarding the privacy restrictions. Moreover, most of the companies does not even
know how to manage information for the local scale in terms of finding and managing
information for company as it helps in managing information for the global scale. Furthermore,
this theory tends to depict effective ways in which organisation tends to opt their effective brands
in that matches with the local audiences (Keegan, 2017). For example, Coca Cola make effective
strategies that are meant to find the proper mix of global and local operations. In regard of this,
companies need to make effective control on the overall situation of the workplace and project
level. Organisations also need to offer effective tools to their employees in terms of effective
working by which they can place prominent information into the approved system.
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