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Global Marketing and Digital Business Practices Assignment

Added on - 15 Jan 2021

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Global Marketing andDigital Business
Table of ContentsINTRODUCTION...........................................................................................................................1ORGANISATIONAL PROFILE AND INDUSTRY ANALYSIS.................................................1Background of the organization.............................................................................................1Porter five forces model.........................................................................................................1Situational Analysis........................................................................................................................2PESTLE Analysis..................................................................................................................2SWOT Analysis.....................................................................................................................3MODELS AND THEORIES...........................................................................................................4Cultural factors.......................................................................................................................5Standardised or adapted strategy............................................................................................5Porter's Diamond model.........................................................................................................6MARKETING ACTIVITIES...........................................................................................................7Branding................................................................................................................................8Consumer trends.....................................................................................................................8ONLINE ACTIVITIES....................................................................................................................8Effectiveness of online presence............................................................................................8RECOMMENDATION...................................................................................................................9Recommendation for Jinko Solar...........................................................................................9CONCLUSION...............................................................................................................................9REFERENCES..............................................................................................................................11
INTRODUCTIONGlobal marketing is a marketing done on worldwide scale to gain competitive advantage andDigital business is promoting and operating business using online techniques (Kannan, 2016).Main aim of the report is to enhance the global presence of organization with the help of globalmarketing. In this report, Jinko Solar is taken for better understanding of these topics. JinkoSolar is currently world’s largest solar panel manufacturer which has been established inShanghai. The company has more than 12000 employees and marked its presence globally inmore than 8 country. Also, the report consists of theories like Internationalization and porterdiamond model. Situational analysis will also be formulated for Jinko Solar. The report willemphasize on online and marketing activities performed by the company. Some suggestionsregarding the company will be mentioned.ORGANISATIONAL PROFILE AND INDUSTRY ANALYSISBackground of the organizationJinkoSolar operates one of the industry’s largest R&D centres and UL(UnderwritersLaboraties)certified module testing facilities with over 250 scientists and solar experts. JinkoSolar integrates advanced crystalline silicon solar PV (Polycythemia vera) technologies tooptimize modules, resulting in more efficient, reliable, durable and cost effective PV energysolutions(Jinko Solar,2015).Porter five forces modelIt is a business to business model (B2B) which can lay impact on the working of an organization.Threat of new entrantsMany companies are entering in the industry of solar energy like Jinko solar and theyprovide the cost effective solutions for Commercial and Domestic Solar Hot Water. As theindustry, Jinko Solar facing threat to their new entrants. They can compensate by increasing theirtechnology and can improve their services. The company Jinko Solar is facing difficulties like,different government rules, subsidies, interest of loan (eg. Increase the Investment tax creditending in 2006).Threat of substituteThreat of substitute is relatively high there are many substitutes in the market (windpower, biomass, Tidal power, Geothermal) these all are alternative energy and all company haveindividual in their product they provide the specified energy. Hence, Jinko Solar have high threatfrom their substitute products. Although Jinko Solar is continuously improving their solar1
energy, but solar energy is more expensive such as nuclear power. So these is difficulty forcompany to improve their performance.Power of buyersThe bargaining power of buyer is the comparatively high because the buyer purchases thesolar panel just ones in their lives. So they can purchase the high quality panel at once. Also, thecompetition is this industry is very high as there are unlimited sellers and limited buyers. Sobuyer can easily switch to the brand with low efficiency.Power of SuppliersTheJinko Solaruses uranium in their solar energy for production. So, the company whois exporting, charges high cost due to the depletion in their resources. AndJinko Solarneed tobuy at any cost for the proper and smooth functioning. So the bargaining power of suppliers isrelatively high(Kasemsap,2018).Rivalry among the existing competitorRivalry among the existing competition is increase because due to innovation on newtechnology is increase, the competition among the existing company also increases. Normal solarcell have only 15% potential, that means nearly 85% of the sunlight does not get converted intoelectricity. Therefore, expertise ofJinko Solarhave constantly researched and implement thenew technologies to innovate so that to compete with their rivalry(Neubert,2018).Situational AnalysisIt is a business to business model (B2B) which can lay impact on the working of an organization.PESTLE AnalysisThis analysis is done on the basis of external factors that affect a business entity. HerePESTLE analysis is done for Jinko Solar.Political –There is lack of support policy for the company like Jinko Solar. Becausethere are administrative barriers (customs, cargo inspected by health and sanitary officialsetc.) for the company to access the market laid by the government.Economical -Manyentities grant them funds to raise their capital. From the support ofstakeholders company has marked their presence over more than 8 countries.Thecompany is dealing in various countries which help them to grow and hence to attainprofitability(Kannan, 2016).2
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