Glocalization in Global Marketing

Global Marketing 1
Global Marketing
Table of Contents

Global Marketing 2
Introduction................................................................................................................ 2
Part 1: Literature review............................................................................................. 2
Glocalization............................................................................................................ 2
Contextualizing this concept in relation to Globalization.........................................3
Discussing how this concept relates to ‘Global’ and ‘Local’ Business/Marketing
Strategies................................................................................................................ 4
Reflecting how these concepts relate to ‘standardization-adaptation debate
regarding the marketing mix...................................................................................5
The advantages and drawbacks of these different strategic approaches...............5
Part 2:......................................................................................................................... 6
Analysis of the marketing mix of two global companies based on the literature
review..................................................................................................................... 6
Two global companies............................................................................................. 6
First global company McDonald’s corporation......................................................6
Second global company Starbucks Corporation...................................................6
Analyse the extent to which these two companies apply a ‘glocal strategy’
product and place................................................................................................... 6
Comparison and discussion on how the two companies’ global marketing
programmes differ/not differ and which company is more local/ global compared
to the other............................................................................................................. 7
Critical reflection on the two companies’ global marketing approaches by drawing
on literature review................................................................................................. 8
Conclusion.................................................................................................................. 8
References................................................................................................................. 9

Global Marketing 3
Introduction
In this study, the term glocalization will be discussed in depth. The focus of the paper is
to understand the meaning of glocal and the process in which it works on the
organizations. The meaning of this term came into existence by merging two words that
are global and local which means mixing of the global forces to the local ones to
achieve the local and well as international goals of the multinational as well as small
organizations. Either we mix global in local or local in global, it would act same together.
The aim of this particular term is to provide benefits to the companies as well as to the
societies. In this study, we are going to learn how the term glocalization has spread out
in the industries and the markets and affected all in positive ways (Rao, 2009).
To better understand the process of glocalization, it is relevant to understand the
process of globalization. There are two phases of glocalization that are one is
localization and other is globalization. The first says that the process of glocalization is
an alternative of globalization and secondly, it can also be termed as an opposition to
globalization. It has been said by many of the scholars that the term glocalization has
come into existence due to the negative impact and consequences of process of
globalization (Roudometof, 2016).
Part 1: Literature review
Glocalization
The process of glocalization is termed as an integration of social, political and
economical factors that result in various types of outcomes. It is interconnected to all or
we can say it can keep interconnected. It is a process that has led to enhance
communication and interaction between many countries and states. It has made a world
free by enhancing the non-states organisations like multinational corporations, and
transnational companies. Glocalization has also increase the proliferation and
emergence of non-governmental organisation (NGOs), non-state actors, and other
organisations. It has removed the role of states between the worlds (Hampton, 2010).
These types of interactions between the local and the global forces are termed as the
process of glocalization. the captures of glocalization is decreasing the role of states,

Global Marketing 4
local government, local states, representation in the international market by the states,
etc. glocalization aim at enhance the interaction between the local forces with the
international forces and global to the local ones by influencing each other in a positive
way (Crane, Kawashima, & Kawasaki, 2016).
The process of glocalization is termed as a social aspect due to the fact that it aims to
spread welfare among the global and local forces. It always tries to bring improvement
in the education, rights, children, hospitals, women empowerment, security, ecology,
etc. the process of globalisation is increasing the communication between the nations
and trying to bring culture of homogeneous, safety and security (Willems, and Bossu,
2012).
Contextualizing this concept in relation to Globalization
From this study and research, we can say that somewhere globalization has negative
impact in the social, economic and political growth and development of the global
markets. The biggest impact is that there is an increase in the gaps of rich and poor in
every economy. The term globalization aims at delocalize the activities that are related
to the local economy and turn the activities to the world wide level. Due to this, the local
businesses get affected on a serious note. This process aims ate uplifting of the social
activities to the global extent and make it out from the knowledge of locals. It wants to
place the social activities in the conditioned level of international markets. Many
multinational organizations who are aiming at globalization are not hat effective and
unable to bring homogeneity. This is all termed as globalization under which the global
actors trying to be acceptable in the local markets by a little control provided to the
strategies areas (Kotler, Kartajaya, & Setiawan, 2010).
If we talk about the entire impact of globalization is that it is widening the gap of rich and
poor nations. While the process of glocalization aims at an integration of social, political
and economical factors that result in various types of outcomes. It is trying to
interconnect to all or we can say it can keep interconnected. It is a process that has led
to enhance communication and interaction between many countries and states. It has
made a world free by enhancing the non-states organisations like multinational
corporations, and transnational companies (Matusitz, 2010).