Global Marketing: Development, BRIC Market, Boux Avenue, Franchise Method

Global marketing
AS1 Portfolio

EXECUTIVE SUMMARY
The report summarises that global marketing is provital for modern businesses. With the
concept, organisations are able to sell and ship their merchandise to consumers outside their
nations boundaries and innovate their thinkings to meet needs of targetted population. Boux
Avenue is well popular fashion retailer that promotes as well as sells wide variety of sleepwear,
swimwear and many related products. The report is prepared in four Tasks. Task 1 discusses
about development of global marketing concept, example from real business that supports
portfolio entry. Task 2 includes information of BRIC country and evaluation of political risks,
and other related factors. Task 3 covers information about Boux Avenue and ways factors
affects entry mode decision in foreign market. Task 4 highlights about franchise method and
advantages and disadvantage to use it as entry mode.

Table of Contents
EXECUTIVE SUMMARY ............................................................................................................2
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................2
1. Explanation of “Development of global marketing concept”..................................................2
2. Discussion on development of global marketing concept ......................................................2
3. Example from real business world which supports the portfolio entry ..................................3
TASK 2............................................................................................................................................4
1. Selection of emerging BRIC market.......................................................................................4
a. Background of chosen BRIC country......................................................................................4
b. Evaluation of political risks of the country..............................................................................4
c. Discussion on trade, tariff along with non trade barriers among UK and selected BRIC
country.........................................................................................................................................4
d. Reviewing economic environment of the country ..................................................................5
e. Summarising advantages and disadvantages for UK Company looking towards moving in
the market.....................................................................................................................................5
TASK 3............................................................................................................................................6
1. Selection of entity from real business world and information about it....................................6
2. Explaining the ways factors affecting foreign entry mode decision model can help in
selecting right entry mode for entering in new market................................................................6
TASK 4............................................................................................................................................7
1. Choosing Fashion retailer that uses franchise as method of entry...........................................7
2. List that makes fashion retailer to use franchise as entry method ..........................................7
3. Evaluating advantages and disadvantages of using franchise base an entry method..............7
4. Benefits for choosing franchise for fashion retailer.................................................................8
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Global marketing is defined to marketing a brand on worldwide scale for reconciling
commercial advantages related to international operational differences, opportunities together
with similarities with the hope of meeting universal objectives (De Mooij, 2019). It is a field of
study within general business management which aims for promoting commodities, solutions etc
to customers in local, regional, national and international areas. The present portfolio is all about
Boux Avenue which is fashion retailer specialised in promoting and selling sleepwear,
activewear, swimwear etc. The portfolio entries covers development of foreign marketing
concept, Background, political risks and economic environment of a BRIC country. It also
discusses about advantages, disadvantages and benefits of using franchise for fashion retailer.
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