Global Marketing and Comprehensive Portfolio

This portfolio explores the concept of global marketing and its complexities. It discusses the glocalisation framework and the benefits of adopting a 'think globally but act locally' strategy. It also examines the example of Coca-Cola as a successful user of glocalisation. The portfolio further delves into the triggers and motives for internationalisation and compares the waterfall and shower approaches. Additionally, it provides insights into the Russian market as an emerging BRIC country. The portfolio covers various aspects of global marketing and offers valuable insights for businesses.

Global marketing and
comprehensive portfolio

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1. Discussion of glocalisation framework....................................................................................1
2. Benefits from adopting a strategy 'think globally but act locally' for a company...................1
3. Discussion of an example from real-business that demonstrate 'Glocalisation'......................2
TASK 2............................................................................................................................................2
1. Choosing one emerging BRIC (Brazil, Russia, India, China) market for the following things
......................................................................................................................................................2
TASK 3............................................................................................................................................4
1. Explanation of triggers and motives that cause companies to internationalise.......................4
TASK 4............................................................................................................................................4
1. Comparison and evaluation of waterfall approach with shower approach..............................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Global marketing can be defined as a process of marketing for a product or service
internationally. It is more complex process than it looks like because it involves detailed
analysing and research for the goods and services that has to be marketed globally. In this report
there is a discussion about glocalisation framework, other aspects of glocalisation, and benefits
of a strategy named “think globally but act locally”. Further there is brief analysis of Indian
market that is a part of BRIC. Its risk, economic environment, background, etc. are analysed.
Apart from that there is a discussion about triggers and motives that cause companies to
internationalise, comparison and evaluation of waterfall with the shower approach has also been
done in this report. All aspects have been covered taking Coca-Cola company.
TASK 1
1. Discussion of glocalisation framework
Glocalisation is a mixture of global and local so that by combining these two factors a
firm can prosper in the competitive market. It is a framework in which a company that is Coca-
Cola sells its product and services in the global market by meeting all the requirements of that as
well as it simultaneously fulfil all the needs and demands of the local market too. In this type of
market a company enjoys low cost of production and selling that too with little complexity and
fast speed (Ashraf, 2019). Apart from it the company also enjoys a customer base locally which
helps the firm grow much more times than other competitors.
2. Benefits from adopting a strategy 'think globally but act locally' for a company
'Think globally but act locally' means a firm that is doing its business at a international
scale must think about the local environment of the company too. There are various benefits of
this strategy as it is very useful in the current market situation. A firm that is Coca-Cola can gain
advantage from the local market and by using its knowledge to a wider scale it can change the
prospects of the company. There will be a faster growth rate as compared to others due to global
brand image with the knowledge and experience of the culture of local market. The most
important benefit is that a firm can capture a huge market share because of the approach that a
company is using by implementing this strategy (Gursoy and Chi, 2018). Thus it is very
important for a business to think global but it must act local simultaneous so that it can lead the
firm to the new ways of success.
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3. Discussion of an example from real-business that demonstrate 'Glocalisation'
Many firms are using the method of glocalisation and that proved very beneficial for
almost all of the companies. A firm that has made a mark by using this is 'Coca-Cola' company.
Coca-Cola is an international brand which is operating in more than 200 countries across five
regions and is the most successful and currently the largest beverage company in the world. It
has started with small steps and in the year 2000 it adopted glocalisation which drastically
changed all its equations. The firm is enjoys a loyal customer base in the local market as it keeps
on inventing new things that can meet the needs, requirements, and demands of the local people.
As well as it is exceptionally doing well in the global market too because of the advantage it has
gained from the local market and the low cost of producing and selling its products globally
(Hoque and Awang, 2019).
TASK 2
1. Choosing one emerging BRIC (Brazil, Russia, India, China) market for the following things
a) Background of chosen BRIC country
The country that is chosen from the above BRIC countries is Russia for Coco-Cola
company. In 862 King Rurik of the Rus founded the first modern state of it. Earlier it is known
as Union of Soviet Socialist Republics (USSR) but in the month of December 1991 it got its
independence from the Soviet Unions. It is the largest country in the world in terms of the vast
coverage of land that it occupy also Baikal, deepest lake in the world is in this country capital of
Russia is Moscow. It has actively participated in both the world wars that is world war I in the
year 1914-1918 which was between central powers and allied powers and it ended with the
defeat of central powers whereas Russia was a part of allied powers. While the world war II was
fought in the year 1939-1945 between axis powers and allied powers and it ended with the defeat
of axis powers and Russia was once again a part of allied powers that won, though it was Soviet
Union at that time (Qi and Roe, 2018).
b) Political risk of the chosen country
Coca-Cola has to face various kinds of political risks while doing business in Russia. The
main risk it that the political corruption of Russia is highest in the world and a company cannot
grow and prosper in this type of environment. The business must be in accordance with the
human rights and must be sanctioned by the European Unions (EU) that is very difficult and if
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these are not followed strict measures are taken. The country has a poor infrastructure with less
skilled people and the government is also not taking any measures to improve it. Also firm has to
be highly dependent on the raw material supply which can be affected due to economic climate
that is horrible (Prax, 2018). Besides it there is a threat of terrorism looming all the time that can
rupture the working of the firm.
c) Economic environment of the chosen country
Economic environment of Russia highly affects the working of Coca-Cola company.
There are many barriers in the entry of new firms which makes it difficult to penetrate the
Russian market. Oil and natural gas export is the one factor on which its economy is highly
dependent but it is in control of the government of Russia and thus it leads to uneven contraction
and expansion of the GDP which also affects the other firms that are working in the market and
deeply affects Coca-Cola company too. Also ease of doing business in the country is very low so
it impacts the operations of the firm (Szymanski, 2019).
d) Advantages and disadvantages for a firm looking to move into new market
If Coca-Cola company is looking to expand its business in Russia it has to keep many
things in mind. Some advantages and disadvantages of the same are given below in detail-
Advantages-
 Economy- Russia has maintained a stable economy and its growing as the time is
passing. It is very important for a firm to operate in such a economy which is growing
rather than to operate in a still economy. Coca-Cola can take advantage of its economy to
its benefit and it can operate effectively and efficiently in Russia (Rinallo, Bathelt and
Golfetto, 2017).
 Market- Russia is a home to a large population due to its geographic location and vast
area. It is also situated in a precise manner and have access to major sea ports and land
routes which can help a company grow. Coca-Cola can use the country's location to its
benefit and it can capture a big size of market due to its vast population. Also availability
of raw material in low cost and easy transportation can add value to the firm.
Disadvantages-
 Barriers- There are many barriers for a firm that is willing to operate in Russia as
sanctions are difficult to get from the European Union (EU). Administrative process is
much more lengthy as compared to other countries and the tax rates are also very high
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which becomes burden on the firms that are operating there. Coca-Cola also has to face
these barriers and it can hinder the working of the firm.
 Corruption- It is the main problem in Russia and the country comes in the first position
in terms of corruption and because of it genuine organisations suffers a lot. Coca-Cola
has to deal with it and can become a burden on the company and it might be facing many
challenges due to it (Tafesse and Skallerud, 2017).
TASK 3
1. Explanation of triggers and motives that cause companies to internationalise
There are various aspects that triggers and motives a company to internationalise and
they are explained below briefly-
Triggers- Triggers are the force behind doing something urgently or with immediate
effect. One trigger can be spark in the industry, if a person sees a spark and thinks that there is a
scope of future growth in it. Companies can internationalise when it sees that there is a potential
in the current market situation and it can be beneficial for the firm. Coca-Cola can sees the spark
in the industry so it triggered it to expand in the industry which helped it in its growth and
profitability level (Sano, 2016).
Motives- They are the reason for doing something. Every firm can have different motives
according to the needs and requirements which can be profit, growth, or both of them. Motive
can cause a firm to internationalise because it is the best way of expanding something. There are
various motives but one most important can be sensation. Generally sensing that there would be
pain in a given situation and desired pleasure could be achieved in any other situation so to avoid
that sense of pain, it is the biggest motivator for doing something. Coca-Cola can access the
current market situation and analyse the situation of the firm in a different market and this could
be the best motive for it to internationalise by seeing its advantages (Song, Safari and Mansori,
2016).
TASK 4
1. Comparison and evaluation of waterfall approach with shower approach
Waterfall approach Shower approach
 As the name suggests it is a approach in  This approach is also the same as its
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which things are done in steps or
processes (Strebinger and Rusetski,
2016). Like a product is introduced a
developed country first rather than
developing or a less developed country
assuming that the latter one's can afford
a particular product only if the prices
fall .
 If a firm lacks experience or enters a
market late as compared to others, it is
the best way of approaching things in
the future because by this the company
can earn a satisfactory amount of
experience as well as it can establish its
image in the market before going for a
bigger market.
 In this type of approach financial and
operating risk of a firm is pretty low.
 Coca-Cola company used this approach
in its starting days to establish it and
make a mark on the market so that if it
fails it would not incur hefty losses.
name suggests because in this a product
is launched in all the countries whether
developed, developing, or less
developed country at a same time. It is
helpful in capturing a larger share of
market within a limited time period
which helps in the growth and
profitability of the firm(Yusfita and
Yulianto, 2018).
 It is very beneficial for a firm in
gaining a lot of experience in a short
period of time. Also if a product or
service is new and innovative it can
leave a long lasting impact in the
market so shower approach is best
suited for that kind of thing.
 In this type of approach financial and
operating risk is very high as compared
to waterfall approach.
 Coca-Cola is using this approach
currently as it has gained a market
place an built a strong base of loyal
customers so by using this approach it
captures a much larger market share
then earlier.
CONCLUSION
Global marketing can be defined as a marketing process which is done on a worldwide
scale by a firm so that it can increase its growth and profitability many folds as compared to the
present. From the above it can be concluded that the glocalisation and its aspects are very
beneficial for a company if it is correctly implemented. Further it can be concluded that there are
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both positive and negative impacts for Coca-Cola while operating in Russia. Also from triggers,
motives, waterfall, and shower approach it can be concluded that a firm has to analyse all the
factors in detail that can help it in the long run.
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REFERENCES
Books and journals
Ashraf, M. A., 2019. Islamic marketing and consumer behavior toward halal food purchase in
Bangladesh. Journal of Islamic Marketing.
Hoque, A. S. M. M. and Awang, Z., 2019. Does gender difference play moderating role in the
relationship between entrepreneurial marketing and Bangladeshi SME
performance?. Accounting. 5(1). pp.35-52.
Prax, P., 2018. Between Global Competition, Marketing, Deviant Play, and Cheating: High-End
Raiding in ‘World of Warcraft’. Comunicazione Sociali. 1(1).
Rinallo, D., Bathelt, H. and Golfetto, F., 2017. Economic geography and industrial marketing
views on trade shows: Collective marketing and knowledge circulation. Industrial
Marketing Management. 61. pp.93-103.
Sano, K., 2016, July. INVESTIGATING THE ROLE OF ATTITUDES TOWARDS SOCIAL
MEDIA MARKETING ACTIVITIES AND THE PERCEIVED VALUE OF USING
SOCIAL MEDIA IN ORGANIZING VACATIONS. In 2016 Global Marketing
Conference at Hong Kong (pp. 192-197).
Song, B. L., Safari, M. and Mansori, S., 2016. The marketing stimuli factors influencing
consumers’ attitudes to purchase organic food. International Journal of Business and
Management. 11(10).
Strebinger, A. and Rusetski, A., 2016. Prioritizing geo-references: a content analysis of the
websites of leading global luxury fashion brands. Journal of Global Marketing. 29(5).
pp.282-297.
Yusfita, N. and Yulianto, E., 2018. Pengaruh Experiential Marketing dan Word of Mouth
Terhadap Loyalitas Pelanggan (Survei pada Konsumen PT Alhamdi Global Wisata
Periode Umrah 2015 Sampai dengan Juni 2017). Jurnal Administrasi Bisnis. 57(1).
pp.46-52.
Gursoy, D. and Chi, C. G. eds., 2018. The Routledge Handbook of Destination Marketing.
Routledge.
Qi, D. and Roe, B. E., 2018. Creating Value for Customers, Clients, Partners and Society: An
Introduction to the Special Issue on Food Waste. Journal of Food Products
Marketing. 24(5). pp.495-499.
Szymanski, S., 2019. Branding & marketing: strategies for global talent acquisition in today's
digital media productions market. In ACM SIGGRAPH 2019 Panels (pp. 1-2).
Tafesse, W. and Skallerud, K., 2017. A systematic review of the trade show marketing literature:
1980–2014. Industrial Marketing Management. 63. pp.18-30.
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