Global GLOBAL MARKETING ETHICS AND CULTURE TABLE OF CONTENTS

GLOBAL MARKETING
ETHICS AND CULTURE

TABLE OF CONTENTS
EXECUTIVE SUMMARY.............................................................................................................3
INTRODUCTION...........................................................................................................................3
ANALYSIS AND FINDINGS........................................................................................................3
Macro environmental factors in China...................................................................................3
Micro environmental factors with Porter’s Five forces in China...........................................7
Analysis of culture in China...................................................................................................9
Strategy for market selection................................................................................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................15

EXECUTIVE SUMMARY
Marketing ethics on a global basis consists of certain principles that have to be followed
by organisations that want to grow and expand to different countries. They have to abide to the
different types of ethics, so that promotions and advertisements are done in a systematic manner.
This assignment studies an SME in Malaysia and how it will enter into a host country. It has
analysed various factors which include macro and micro environmental factors, cultures, market
selection criteria and entry mode into another country.
INTRODUCTION
Global marketing is the process of creating plans through which products or services of
an organisation are promoted for the purpose of entering into new countries. This is done so that
businesses can expand and grow with the help of marketing tools and techniques, on a global
level. Marketing ethics refers to a concept of social responsibility that consists of principles &
standards that explain acceptable conduct in marketing. Further, it is defined as an international
arena that highlights an increasing concern for ethics in general. Also, they are considered vital
in marketing because it implementation will lead to fair practice standards in the company.
Moreover, culture is a crucial factor that determines buyer’s behaviour.
The Owl's Cafe is an SME in Malaysia, that provides services and products to customers
in their shop. They have a wide variety of coffee selection and is located in a famous area of
Kuala Lumpur. This assignment will analyse PESTLE analysis in China for the Cafe so that it
gets aware about the current macro factors affecting various organisations. Further, it will
demonstrate factors of micro environment that affects company diversely. It will assess their
culture and how people behave to different types of products and services. Moreover, report will
recommend strategies for selection of the market and how to target customer. It will also study
the market selection for The Owl's Cafe and the mode of entry that they will use for setting up
business in the host country of China.
ANALYSIS AND FINDINGS
Macro environmental factors in China
The Owl's Cafe can analyse the macro environment through PESTLE analysis of China,
so that they are able to determine certain opportunities and threats for their business.

Political The factors of china as per political are to be
considered as are-
 Stable political environment, it is
standardised (Leonidou and et.al.,
2018).
 Cheap labour cost, it is adapted in order
to bring improve manufacturing process
(Kim, Park and Lee, 2014).
 Improved infrastructure (Taormina and
Kin-Mei Lao, 2007)
Economical The factors as are-
 High inequality (Morgan and Pritchard,
2018)
 Rapid urbanisation, firm has started to
develop their operational activities at
some other place (Kim, Park and Lee,
2014).
 Environmental damages (Charter and
Polonsky, 2017)
Social factor Under, social following things are needed to be
considered as are-
 Changing taste of customers,
(Taormina and Kin-Mei Lao, 2007)
 Poverty alleviation and development,
it was adapting due to reduction in
the poverty (Etzioni, 1987).
 Increased customer spending. The
china is highly developed country so
that the customer is becoming the
aware about the product and services