Global Marketing Strategies and Local Branding

The assignment delves into the significance of global marketing for businesses operating on an international scale. It explores how companies leverage segmentation techniques to target specific customer groups and highlights the growing influence of local brands due to increased competition and customer expectations for exceptional offerings. The analysis emphasizes that successful global marketing involves a balance between standardization and adaptation, tailoring products and services to resonate with local cultures while maintaining a consistent brand image.

GLOBAL
MARKETING
AND
COMMUNICATION
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Table of Contents
PART 1..................................................................................................................................................3
1.1 INTRODUCTION.....................................................................................................................3
1.2 Globalisation Localisation and Glocalisation............................................................................4
1.3 Marketing mix selection ...........................................................................................................4
1.3 How globalization affects product and promotion with regards to brand Apple Inc. ..............4
1.3.2 Standardization V/s Adaptation strategy.................................................................................5
1.3.3 Affect of localisation on product and promotion of Apple Inc...............................................5
1.3.4 How glocalisation impacts product and promotion with regards to the Brand Apple Inc. ....6
1.3.5 Local products and brands......................................................................................................6
PART 2..................................................................................................................................................7
2.1 Introduction ...............................................................................................................................7
2.2 Marketing segmentation ...........................................................................................................7
CONCLUSION....................................................................................................................................7
References............................................................................................................................................9
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PART 1
1.1 INTRODUCTION
The global marketing can be defined as product strategy to enhance sales via intense
marketing and promotion to the overseas market. It can be defined as method of conceptualizing
and than communicating a final offerings overseas with the expectation to reach the global
marketing community (Carney, 2005). With the help of global marketing company can assure
recognition of its brand in worldwide market. In this report various aspects of global marketing and
communication will be studied in the context of Apple INC. It is multinational technology company
that is founded in 1976 at Cupertino, California. The company deals in range of hardware, software,
consumer electronics , digital distribution etc.
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1.2 Globalisation Localisation and Glocalisation
1.2.1 Globalisation
When a organisation starts operating the business on international level is known as
globalisation. This has lead to increase in trade and cultural exchange around the world. Production
of goods and services has increased (Czinkota and et. al., 2009). The national companies has
become the multi-national companies who wants to run their business operation on large scale. In
last half century globalisation has speed up enormously which resulted in the increase of
international trade, movement of capital goods and services became free.
1.2.2 Localisation
It is the process by which an organisation choose a specific market to sale their product. all
the activities related to producing selling and distributing is done in a particular area and only the
local people can people can purchase those products (Hill, 2008). Mostly small-scale industry go for
localisation to sale their product. New Technologies helped the organisation to bring in a new level
of localisation.
1.2.3 Glocalisation
When two words globalisation and localisation comes together it's glocalisation. It is the
term used when product is developed and distributed both globally and locally. Firstly the product is
been provided to the local consumer and after that if the production of good is more than it is sold
globally to other countries consumer. The term glocalisation came into existence by the business
operation of Japan (Czinkota and et. al., 2009).
1.3 Marketing mix selection
The term marketing mix refers to set of actions or tactics that a organization use to
encourage its wide range of offerings in market. It further consist of 7Ps of marketing, product ,
price, place, promotion, people, physical evidence, process (Doh, 2005). In order to assure success
of company I n domestic and international market it must assure proper blend between these 7 Ps.
1.3 How globalization affects product and promotion with regards to brand Apple Inc.
The term globalization can be referred as procedure of interaction and integration among the
individuals, organisation and government of varied nations. It can be stated as process that is
stimulated by global trade and investment with strong support by information technology. The
globalization have strong impact on the product development. The companies are required to
develop that meet the needs of international customers effectively. The cultural differences must be
considered while designing the product. The cultural preference must be considered while
developing the offerings or rendering services (Carney, 2005).
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On the other hand, globalization has also impacted the promotion activities of company. The Apple
Inc is required to localize communication by interacting customers with the language understood by
them. The foreign entity generally face problem of lack of trust in international market. Therefore,
by communicating in the language understood by the prospective buyers, company can build the
trust. Thereafter, appropriate channels must be selected to facilitate the promotion. therefore,
advertisement through press release, television ad, billboards, endorsement by celebrity of host
nation etc (Barney and Clark, 2007). The local agents and distributors can be selected to promote
the offering of company. Thereafter, cultural preference in both verbal and written communication
can be focused. For instance, Using particular colors or picture, in advertising material can
cause discourtesy in some foreign nation.
1.3.2 Standardization V/s Adaptation strategy
Standardization is effective strategy that helps in designing standardized offering marketed
worldwide with a standard marketing mix. In standardization, no modification are made to offering.
Thereafter, fix prices are charged in all global markets. The standardization is based on the aspect
that due to technology, communication and transportation the world is constantly becoming
homogeneous. The main benefit of this strategy is that it enable economies of scale as same product
is manufactured for domestic as well as international customers. In addition to this aspect, it help
company in developing single coherent international image. The standardized marketing mix is
used by company to promote the standard goods and services of the brand (Hamilton and Webster,
2012)..
On the other side, in adaptation strategy, particular modification are done to the offering to
fit cultural features. The prices are decided according to the local competitive conditions. The
distribution channel is also adjusted. With respect to promotion under adaptation strategy, particular
modification are done to promotion to fit cultural context. The main feature of adaptation is that it
help in concentrating on the significance of customization (Westport.Brown, 2006). Therefore, new
strategy is designed to ascertain the way entity must adjust the total marketing strategy considering
how they must sell distribute so as to match the new market demand. The concern of adaptation
strategy is on assuring right blend among standardization and customization in manner that reduces
cost while improves overall satisfaction level of customers. Therefore,Apple with this strategy
perceives globally and act locally.
1.3.3 Affect of localisation on product and promotion of Apple Inc.
Localisation means limiting the area in which the product should be sold and promoted. it
will affect the product and promotion of Apple Inc. because the product will be sold in local and
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specific area so the production will be done according to the needs of consumer and it will be
decided that how much product should be made. which type of product will benefit the organisation
as well as consumer. So localisation will limit the the production and sale of the apple products as
they will be sold only in local area according to the need of local people (Vander, 2010). For selling
the product in local areas Apple Inc. promotion expenses will get decreased as they only have to
promote the product in local areas by means of local newspaper , TV channels, through public
relations, promoting the brand through social media. Localisation will affect the product and
promotion mix as the product quantity will become less and promotion will be done only in local
areas.
1.3.4 How glocalisation impacts product and promotion with regards to the Brand Apple Inc.
The glocalization is the effective term that refers to adaptation of global product as per the
particularities of a local culture in which they are offered. The method permits the integration of
local markets into global markets. It means the offerings by company that is designed and
distributed worldwide, but is also designed to suit the buyers or customers in a local market. This
means that the offerings may be custom-made to adjust with local laws, customs and customer
preferences (Asgary and Walle, 2002). Therefore, glocalisation affects product as they are
developed to provide advantages to local market while at t he same time being designed and
distributed on the global level. Thereafter, for promotion, company use mediums that are preferred
by local and international customers. Such as company can develop online business that will be
viewed at global level and renders contrasting versions of its portal for varied users. Such as, apple
renders content and language variations in around 30 nations. Therefore, content can be customized
to attract the customers residing in such locations.
1.3.5 Local products and brands
It refers to brands that have attained success in a single national market. It regards to those
products and services that are developed to meet t he needs of local customers. They are t he
offerings that are provided by the domestic nation to its customers. T he local brands cause direct
competition and hurdle to international businesses (Bluementritt, 2006). There are many time t hat
local brands enjoys more customer loyalty as compared to global one. The users feel sense of
belonging and pride in using the goods made in domestic nations. Thereafter, local businesses use
labour , raw material of the home nation and to support this aspect, customers tend to remain more
inclined towards local brands (Westport.Brown, 2006). Thereafter, domestic companies have more
knowledge and experience regarding t he needs, preference, buying habits etc of local customers
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and therefore, they assure local brands meet the expectation of customers in best possible manner.
However, local brands are facing the challenge of fighting global brands in local market. Therefore,
local brands that emphasis localness, their differences, their particularity and their efficiency to
make customers expect and cognizance extraordinary offerings are getting exploding value. With
this aspect, the local brands are fetching back customers as their quality improves in result to new
competitive pressure. The local brand embed the culture of nation in its products and services to
impact customers in different way and provoke t hem to purchase the offerings of business
(Hamilton and Webster, 2012).
PART 2
2.1 Introduction
The global marketing help company in communicating the value of its offerings across t he
nations frontiers. It is effective strategy that enable company to enhance sales of its company
through promotion and advertisement t o the global market. The global marketing practices help in
getting consistency in brand image(Bharwani and Butt, 2012) . It also improve the ability of
company to leverage unique ideas promptly and efficiently.
2.2 Marketing segmentation
The term marketing segmentation refers to procedure of bifurcating a wide customer or
business market , comprising of present and prospective customers , into sub groups of buyer as per
the kind of shared features. It is important aspect that help in identifying the segment which is most
profitable (Asgary and Walle, 2002). Broadly, there are four kinds of segmentation process that can
be considered by Apple Inc. The description of which is as follows:
 Demographic: In this, the market is divided o n the basis of quantifiable population
attributes. Such as, age, income, education etc.
 Geographic: The market under geographic segmentation is divided on the basis of physical
location or region. Such as, company can decide de whet her it want to offer the products
to customers of a particular region, city, nation or state (Vander, 2010)..
 Psycho-graphic: It is another segmentation criteria that enable company to divide the
market on the basis of lifestyle, social class, attitude or personality features. Such as, brand
conscious customers fall into this category.
 Behavioural : According to the behavioural segmentation, the market is divided on the basis
iof buying habits, consumptions or usage behaviour of customers. Therefore, t he factors
like, rate o f use, customer loyalty, readiness to purchase are some factors that are
considered while deciding the segments (Hill, 2008).
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CONCLUSION
From the above report, it can be concluded that, global marketing play vital role in present
global world. The globalisation means when a company starts functioning the business on
international level. On the contrast, localisation is when an organisation choose home country or
specific market for offering its products. From the report, it has been identified that marketing
segmentation refers to process of dividing a wide customer or business market , comprising of
present and expected customers , into sub groups of customer as per the kind of shared feature
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