Global Marketing: Concept, BRIC Markets, Entry Mode Factors, Franchise Method

This report explores the concept of global marketing and its importance in meeting global objectives. It discusses the review of emerging BRIC markets, factors influencing the choice of entry mode, and the entry method of franchise. The advantages and disadvantages of franchise in global marketing are also examined.

Global marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
Task 1...............................................................................................................................................1
Development of global marketing concept..................................................................................1
Task 2...............................................................................................................................................2
Review of emerging BRIC markets.............................................................................................2
Task 3 ..............................................................................................................................................3
Factors influencing the choice of entry mode..............................................................................3
Task 4 ..............................................................................................................................................5
Entry Method- Franchise.............................................................................................................5
CONCLUSION ...............................................................................................................................6
REFERENCE...................................................................................................................................7

INTRODUCTION
Global marketing is considered as marketing on world wide scale that uses to take the
commercial advantages of global operational differences in order to meet with global objectives.
A business organisation wants to run their business so it is adopting various changes and
activities in global scale which helps to increase the brand image and productivity (Cateora and
et. al., 2020). This report is based on concept of global marketing, merging BRIC markets,
factors influencing the choice of entry mode and entry method franchise.
Task 1
Development of global marketing concept
Development of marketing is wider concept to be understand as it uses to increase the
sale and profitability of running business which can help to manage the task and business
activities properly. The managers are playing important role as they analysis the market and get
the needs and wants of their products properly which helps to manage the organisational
performance. Global marketing which is using by organisation is required to deliver the best
quality of services and making higher profits .
According to Blüher (2019), Global marketing is defined process that uses to adjust the
marketing strategies of company and adopt the conditions of a country. It is more than selling
your product and services globally. This is important for organisation to analysis the global
market and operate their business accordingly. This helps to improve the effectiveness of their
products and services which can help to maintain a good image in competitive business
environment.
According to Baena (2019), A marketing strategy that encompasses countries from many
different regions in the world and aims to coordinate organisation's marketing efforts that helps
to increase the organisational productivity. All organisations are running different types of
business and wants to increase their activities in global level which can help to increase the brand
image.
As per opinion of Kotler (2019), global marketing is the multinational process of
planning, organising and executing the concept of marketing and promotion which can help to
target the potential customers and operate a business successfully. This can help to meet with
organisational objectives and profits.

For example, McDonald that is a real business world operating its business local, national
and global level by providing similar taste and products to customers. This is a larger size
organisation which is operating business at different places and managing the activities. The
manager of such organisation is playing important role as they analysis the needs of customers at
different areas and countries then provide the products and services. For this, many efforts are
done by mentioned organisation while entering in to global and new market. This mainly related
to development of global marketing concept as it manage the organisational performance by
managing all activities and performance in international environment. This concept mainly uses
for increasing sales, improving productivity and creating a brand awareness by using different
concepts of marketing (Ibeh, Crick and Etemad, 2019).
Task 2
Review of emerging BRIC markets
Russia is a country which is located in Eastern Europe and Nothern Asia. This is consider
as BRIC market where customers are meeting with their needs and wants by getting better
quality of products at reasonable prices. This is important for all countries and organisation to
understand the needs of their customers and people who are living at them and then offer the
kind of products and services so they can feel good and maintain the high performance in
challenging environment. This is mainly known for its cold climate,vodka, bears and many other
things which attracts people to visit such places. Pelmeni is contained as favourite and national
dish of Russia which helps to maintain the good economy.
Political risk for chosen country – In Russia there is political risk is facing as changes
in existing government and replacing new that can be threat for organisation to operate their
business successfully. Due to having new government all trade policies and tax rates will also be
changes as incremental which can be risk for country as well as organisation not to operate their
business and less sales (Mohamad and Wheeler, 2020) .
Trade, tariff & non-trade barriers between the UK and Russia – The trade, tariff and
non trade barriers between UK and Russia are less as they can run their business smoothly by
following all rules and regulations. F or running and operating the business there is need to pay
the tax rates and other duties which are stable that supports their trade and manage the
organisational activities. UK and Russia both countries are in trade restrictions Against EU as it

has imposed more trade barriers against European Unions that has affected the business as
reduction in sales (Trade, tariffs and non trade barriers for Russia, 2020).
The economic environment for your chosen country- The economic environment for
Russia is moderate that may support to operate the activities in relation to a business and increase
the organisational productivity. The GDP growth of Russia has been weak over the last five
years, burdened by structural weakness, low level of investment etc. This mainly generating the
revenues from oil and gases industries which helps to make the good economy and filling the
desires of people. In other words, Russia is considered as mixed economy where it is allowing
the businesses to run and operate properly and contributing in making it strong.
Advantages and disadvantages of UK company - Arcadia Group is UK based fashion
company that is selling the differnt types of clothing wear according to new trend by attracting
the customers and increases thes ales. The advantages of such organisation is focusing on new
trend and technologies that helps to provide the products accoprding and competiting with
others. The disadvantages are having number of competitors and have limited stores where
customers cannot reach easily. Thefore, performance of such fashion brand is reducing. Now,
Arcadia Group wants to move in Russia market by following all government regulation that will
help to increase sales and improve the brand image. This will help to target the more customers
and encourages them to make the buying decisions (Petrisor and Cozmiuc, 2020).
Task 3
Factors influencing the choice of entry mode
Selection of company from real business world - Arcadia Group is UK based fashion
based reasl business world company that is operating business by managing the treand and
organisational activities. This is medium size organisation that understand what is going on in
market and how customers can be satisfied. Therefore, clothes and other fashion products are
provuided by customer's chouice which make attracted and happy to customers. This
organisation mainly deals in fashion brand clothes and sale them retail procices which make
customers happy and regular. This operating business by managing and controlling the order and
distribution of products in challenging environment which helps to improve the business
performance.

“Factors affecting the foreign market entry mode decision” - In business
environment, organisation wants to enter in to foreign market for this it made many efforts and
increasing the workings. The factors which affects the foreign market entry mode:
Internal factors: This means factors which are arises within the country and may
affected the business in enterining in to foreign market. Such as, Firm size, international
experience and products or services which are providced by organisation. As SME is required to
high level of control and management over international operations and wish to make heavy
resources that can help to enter in to foreign market. International experience affected the mode
of choice enterining as if Arcadia Group is having experience to operate its business
internationally. And last if products and services are valuable, reliable weithted then there are
chances of operating the business in foreign market (Grudzien, 2020).
Desired mode characteristics: This involves risk averse, control and flexibility that
helps to enter in foreign market if all are properly managed and controlled by management who
are enable to perform their roles and responsibilities. Moreover, Arcadia Group is required to
focus on international distribution, financial risk, managing cost and transporation risk should be
properly arranges then domestic organisation get opportunity to operate business.
Transaction-specific behaviour: In this, nature of the organisation should be specific
and involved in transferring the skills and knowledge that supports to run business in
international market and manage the all business activities properly. By maintaining specific
behaviour and transfering the skills Arcadia Group can attaing their goals of entering in to
foreign market (Katsikeas, Leonidou and Zeriti, 2019).
External factors: This involves socialcultural difference between home country and host
country, demand uncertainity, market size and growth, intensity of competiton and direct and
indirect trade barriers. This can be create challenge for Arcadia Group to enter in to foreign
market by focusing on all above factors that are related to business internationalisation. The
business organisation who wants to enter in to foreign market is required to having larger market
size, high level of competition and high demand of products that can support to attain the
business goals (Grudzien, 2020).
Therefore, from the above it has defined that there are many factors which are needed to
focus by Arcadia Group for the purpose of entering in to foreign market and increase the sale of
organisation by managing all activities and performance in changing environment.

Task 4
Entry Method- Franchise
Franchise – This is defined as marketing concept which can be adopted by business
organisation as a strategy and tactics for the purpose of expanding their business. In other words,
franchise is determined as intellectual property rights which can be taken by Arcadia Group for
expansion of business.
Arcadia Group is fashion retailer company that may use franchise method to enter and
run their business effectively. This manage and operate business successfully and increases the
performance by delivering quality and design of products (Bodolica, Spraggon and Soueid,
2019).
Russia market have been chosen by Arcadia Group taht is fashion retailers may use the
franchise as entry method. This will help to sale the rights to other business in chosen market to
operate their business and brand for selling products. In this, management charges fees from
running organisation that means no one cannot provide similar products and services to
customers without takeing permission with existing organisation. This can help to create the
unique brand image and manage the all activities (Dessart, Barreiro-Hurlé and van Bavel, 2019).
Advantages and disadvantages of franchise:
Advantages Disadvantages
 This provide independence to small
business ownership and supported by
big business network.
 It has high rate of success than starting
a new business.
 Established reputation and image by
proving management and working
practices.
 Entering in to formal agreement with
franchisor.
 While operating business needed to
follow restrictions.
 Bad performance of other other
business that may affect the franchise.
 No renew of agreement
Benefits to choosing franchise - Arcadia Group is fashion retailing company that
understand the new trend and sales their products and services. For expnading the business and
improving performiong it can use franchise that can help to enter in to international and global

market. If other larger fashion retailer company is ready to take franchise of selcted organisation
then it can continue its business and may improve the business performance in challenging
environment. This will help to develop and continuous growth of business will give more
benefits of high production, sales and profitability (Ahmed and et. al., 2019).
CONCLUSION
From the above report it can be concluded that marketing at global level means to run and
,anage the business activities in international, national and domestic level. This can help to
develp and grwo the business by managing all activities properly. Political and econmoomical
are two aspects that may be risk for entering in to new market of Russia which may affect the
business. Moreovr, ineternal, external, experience and other channel are important factors that
uses by management to operate their business successfully and manage the acrtivities. Franchise
is a global marketing tool that may uses as strategic decision and communication properly for
increasing profits.

REFERENCE
Books and journal
Cateora, P. R., and et. al., 2020. International marketing. McGraw-Hill Education.
Blüher, M., 2019. Obesity: global epidemiology and pathogenesis. Nature Reviews
Endocrinology. 15(5). pp.288-298.
Baena, V., 2019. Global marketing strategy in professional sports. Lessons from FC Bayern
Munich. Soccer & Society. 20(4). pp.660-674.
Ibeh, K., Crick, D. and Etemad, H., 2019. International marketing knowledge and international
entrepreneurship in the contemporary multi speed global economy. International
Marketing Review.
Kotler, P. T., 2019. Marketing management. Pearson UK.
Mohamad, O. and Wheeler, C. N., 2020. Export marketing behaviour of resource-based firms in
Malaysia. Malaysian Management Journal. 2(2). pp.13-23.
Petrisor, I. and Cozmiuc, D., 2020. Global supply chain management organization at siemens in
the advent of industry 4.0. In Supply Chain and Logistics Management: Concepts,
Methodologies, Tools, and Applications (pp. 1095-1114). IGI Global.
Katsikeas, C., Leonidou, L. and Zeriti, A., 2019. Revisiting international marketing strategy in a
digital era. International Marketing Review.
Grudzien, P., 2020. Comparative Analysis of Energy Intensity and Profitability in Emerging E-
Grocery Retail Models.
Bodolica, V., Spraggon, M. and Soueid, M. A., 2019. Innovation drivers and trends in the retail
industry: an application to emerging markets and the case of the Gulf
region. International Journal of Comparative Management. 2(1). pp.51-66.
Ahmed, W., and et. al., 2019. Developing model to analyze factors affecting firms’ agility and
competitive capability. Journal of Modelling in Management.
Dessart, F. J., Barreiro-Hurlé, J. and van Bavel, R., 2019. Behavioural factors affecting the
adoption of sustainable farming practices: a policy-oriented review. European Review of
Agricultural Economics. 46(3). pp.417-471.
Online

Trade, tariffs and non trade barriers for Russia. 2020. [Online]. Available through:
<https://www.themoscowtimes.com/2018/06/28/russia-leads-world-trade-restrictions-
EU-a62029>