Global Marketing and Comprehensive Portfolio

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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