Global Marketing Assignment Solution

GLOBAL MARKETING
ISSUES

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK ..............................................................................................................................................1
Challenges of global marketing environment.........................................................................1
Marketing mix model.............................................................................................................2
Scope and meaning of global marketing and its impact on international marketing.............4
Concept of globalization with opportunities and threats........................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Global marketing is defined as the procedure of adjusting organization marketing
strategies that they adapt for the conditions of another countries. Small businesses' reformation,
education, environmental challenges etc. are the issues in this process that effect whole functions
of SMEs. The present report is presented in regard to Eagle food Ltd which is located in
England, UK and work in retail sector. This report explains scope and meaning of global
marketing and its effect on international marketing. It clarifies the concept and development of
globalization with threats and opportunities and also discuss marketing mix model that help to
resolve global marketing issues. This study justify challenges of global marketing environment
in particular situations that effect organisation's business functions and other activities very
much.
TASK
National culture of UK and India
The hofstede model compares the international market between UK and India. It shows
that power distance of India is 77 as compared to UK that is 35. In context to individualism, UK
score is 89 as compared to India 48. This means that in UK people are highly individualist
whereas in India people prefers to live with families. In terms of Masculinity UK score is 66
which states that society is highly masculine (Antunes, Barandas-Karl & Martins, 2013). People
are highly success oriented and in India score is 56. In uncertainty avoidance UK score is 35
which means people are happy to make it up they as they go along. In India long term orientation
is equal for both countries that is 51. At last in indulgence UK society is identified as high class
as there score is 69.
1

From this it can be stated that Eagle food Ltd should expand into Indian market. This can
be stated from above figure that Indian market will enable company to understand society needs
how it is different from UK culture. Through this, it will be easy to develop a marketing
campaign and evaluate culture of Indian society. Moreover, it is also useful in getting clear
image of how marketing can be done.
Challenges of global marketing environment
Eagle food Ltd enlarge its business in new market where many challenges arise with the
opportunities that they garb in the process of global marketing. Foreign trade policy, nation
culture, customers preference, technologies are the challenges of global marketing environment
in the situations of expansion.
Government make changes in their policies and rules that effects whole SME's of
countries for example, foreign trade policy. Eagle food Ltd expand its business in target market
where they face challenge of changes in this political factor (Rao-Nicholson and Khan, 2017).
Government changed the trade policies in which they include heavy taxes paid that has to be pay
by the organizations like Eagle food Ltd before trading products in another country. Under this
policy company have to work according to rules and legislation that make barriers in the process
2

of importing and exporting. It directly impacts on its profit margin and productivity more than
now.
According to Hofstede dimensions of national culture it is easy to understand how values
in workplace are influence by culture of economy or nation. In the country where Eagle food Ltd
enlarge their venture have different culture in which each people has it owns preferences that is
one of the biggest challenge faced by organization that impact on its whole process of global
marketing very much. In South Africa their people have different taste and choice of products
which they are using at daily basic routine. This factor or environment make impact on company
manufacturing system and also to its financial budgets while more than supply goods. Many
people follow their culture since running in the past and they do not want to make changes in it.
For example, Eagle food Ltd give online shopping facilities to customers that save their time as
well as give them many choices of items. While some of the societies prefer to maintain time
honored norms and traditions beside shopping or viewing other societal change.
On the other side many organizations are using new technologies for developing and
improving businesses that is one of the challenge that effects Eagle food Ltd global marketing
plans and also to its profitability and productivity.
Marketing mix model
As expanding business in South Africa organization face many problems that occur on its
productivity and profitability. Eagle food Ltd wants to expand their venture in new market place
where they aspect issues which make barriers in the process of global marketing (Rao-Nicholson,
and Khan, 2017). Marketing mix is one of the most effective model that help to resolve problems
much better in term.
Marketing mix 4Ps include place, product, promotion and price of Eagle food Ltd that
they set on its finalized products which they want to deliver in SA. It is a tool using to help Eagle
food Ltd understand what elements must be concerted in order to solve their problems which
they face in the procedure of expansion.
3

 Products: Products is an item that is produced and built to satisfy the demands of
customers and certain team of people. Eagle food Ltd enlarge their business in South
Africa in which they face problems and difficulty for supply goods occurs due to existing
and arising companies in that country. Thus, to resolve this issue they must choose the
right type of product that is in required and not given by the other organization that help
to raise its positions in marketplace. Company should find out what does their clients
want form things.
 Promotion: Promotion is one of the best way that help Eagle food Ltd for beating
existing and new competitors in South Africa where they need to expand business. It is
very essential element of marketing as it will boost organization sales and recognition in
new marketplace. Marketing manager of organization make good and effective
promotional plans and strategies together with consistently focusing on customers needs
4
Illustration 1: The Marketing Mix 4P’s
(Source: The Marketing Mix 4P’s, 2017)

and preference that help to attract customers more than the another existing and current
rising organizations in country.
 Place: Distribution and placement is very essential part of deliver product in another
country. Eagle food Ltd expand venture in SA where they face issues created by existing
organization who already set their image in customer mind which is difficult to remove
(Hassan, 2015). Thus, at that moment organization must use different types of distributes
and channels that help to promote their products more than the another. They must have
to distribute and position goods that is accessible to their potential buyers. This process
give them deep understating of its target market in which they want to expand.
 Price: Price of goods is usually the amount that consumers pays for to enjoy, it is very
essential element of global marketing. Eagle food Ltd organization using price
penetration strategy in South Africa to build or stronger its customer base more than
existing firms while in UK company set price usually as normal without any changes.
Firm need to beat their competitors in new market by setting good prices on its products
that give customer proper satisfaction of purchase. It determines company survival and
profit in the process of expand venture in target market. They must adjust price of
product which have impact on whole existing companies marking strategies as well as
affects greatly on rising new once.
Scope and meaning of global marketing and its impact on international marketing
Global marketing meaning-
5
Illustration 2: 4P's
(Source: Marketing Mix – Place, 2018)

It is very essential to organizations that provide goods and other facilities that have
universal demand like food and automobiles (Gillespie and Riddle, 2015). Planning, and
promotion of product are involved in this process of global marketing that help to gain
international opportunities and make company more powerful and successful than the others. For
example, Eagle food is a chain of broad end supermarkets in England and most of their branches
are located in Cheshire, Lancashire, Greater etc. Now firm want to expand its business in another
country i.e. South Africa that raise their position in marketplaces better than another.
Scope-
Global marketing is commercialism on worldwide scale taking and reconciling
mercantile advantages of global functional differences, opportunities and similarities in order to
achieve business objective. Scope of GM increase with international markets staring up for
business in new market. For example, Eagle food expand its business at global level and open up
in South Africa for the first time with the help of their Marketing Manager who make plans that
contribute in this procedure effectively. Introducing a product in country will be cost effective
and the nation becomes centre of all exports e.g. large portion of all consumers products sold
globally is produced in SA. Global marketing lower down the risk of failure and bring new
opportunities that increase profit margin, market revenue and share more than now.
Global marketing impact on international marketing-
Global marketing is one of the process which makes organization products more popular
than the others in marketplace. It impacts at international level and grabs the attention of
customers and also help to retain the older ones with any organization for longer term of period.
It is one of the program adopt by many organizations for promoting and advertising products
better than another which is very essential for gaining competitive advantages in business world.
Global marketing is the ability of Eagle foo Ltd to set its business at new market that gives the
best opportunities to them. Thus, to reach at global level, company retain capability, knowledge,
staff, insights, reach and expertise to deliver value products to customers worldwide.
Concept of globalization with opportunities and threats
Globalization is the concept or term using to depict increasing economic, social and
political interaction and interrelation across cultural boundaries. This process has benefits and
disadvantages for social, economic and other elements' development. For example, Eagle food
Ltd want to expand their business at global level that improve its position and develop
6

productivity more than another. It is very difficult process that give organizations opportunities
for growing business more and more, but on the other side it also comes up with threats that
directly effects Eagle food Ltd productivity and profit margin.
Globalization is one of the best way that give an opportunity for organization that directly
influence on its productivity more than the others. It will raise their position in market place
better in way and also help through build strong customer’s base. Through this process company
attract more people towards them and gain higher place in market. Firm provide their best quality
products to consumers and supply full potential resource availability in South Africa. New
market demand for quality products and service that give them proper satisfaction for buying
which is one of the best opportunity Eagle food Ltd grab and make profit for it. Organization
have made doing business first time at international market that is much more beneficial for them
in the future development and growth.
At the same moment international or globalization operation include unlearned risk in
processing new opportunities in foreign countries. For example, the most significant of the traits
faced by Eagle food Ltd is ethical business practices in areas such as product safety and labor
that play dramatic role in failure or success of organization. Existing companies is one of their
biggest threats that already build their image in country where organization want to expand for
the first time with the support and contribution of its marketing manager. Maintaining and
balancing high ethical standards while operating in South Africa is very important and difficult
program that will affect entire functions of firm. Rising new competitors in market is one of the
threat that occur manufacturing process of Eagle food Ltd. New businesses come up with their
different plans and strategies of globalization that make difficulty for organization. It creates
competitive environment in which each of them give efforts for developing their ventures in
marketplace.
Critical review
As per the author globalization is procedure of integration and interaction among people,
and other companies. It gives many benefits for firm as increasing profit and generate revenue
more than the others in marketplace.
National culture define combination of beliefs, symbols and artifacts typical for people of
the nation. As discussed by ….. affect globalization process both positive and negative side.
7

Global marketing brings many opportunities for company in which they run business
effectively and succeed in marketplace. In process of global marketing organizations face many
issues like different language, culture, beliefs etc. Globalization change the current structure of
business and provide new opportunities in order to sustain for longer term period. Due to
competitive environment globalization get increased more and more and it effects on peoples
culture as well as organizational.
CONCLUSION
The present report is discus about the global marketing scope and issues that make
pressure on Eagle food Ltd. It has been concluded that GM impact on international marketing
and effect the whole process of organization. It includes 4Ps model that help to resolve global
marketing problems of company which build their good image in target market. Furthermore, in
the process of GM organization face many challenges in expansion that impact on its profit
margin more than now. It also discussed development of globalization which give many
opportunities to Eagle food Ltd and arise with some threats.
8

REFERENCES
Books and Journals
Antunes, I. C. M., Barandas-Karl, H., & Martins, F. V. (2013). ‘The impact of national cultures
on international marketing strategy and subsidiary performance of Portuguese SME’s’.
The International Journal of Management. 2(3). pp. 38-45.
Bang, V.V., Joshi, S.L. and Singh, M.C., 2016. Marketing strategy in emerging markets: a
conceptual framework. Journal of Strategic Marketing. 24(2). pp.104-117.
Beck, J.T., Chapman, K. and Palmatier, R.W., 2015. Understanding relationship marketing and
loyalty program effectiveness in global markets. Journal of International
Marketing. 23(3). pp.1-21.
behavior in Iraqi Kurdistan, using Hofstede’s model at individual level’. British Journal of
Dinnie, K., 2015. Nation branding: Concepts, issues, practice. Routledge.
Frese, M. (2015). ‘Cultural Practices, Norms, and Values’. Journal of Cross-Cultural
Psychology. 46(10). pp.1327-1330
Gee, J., 2018. The new work order. Routledge.
Gillespie, K. and Riddle, L., 2015. Global marketing. Routledge.
Gong, W., L. Stump, R. and G. Li, Z., 2014. Global use and access of social networking web
sites: a national culture perspective. Journal of Research in Interactive Marketing. 8(1).
pp.37-55.
Hassan, S. (2015). ‘The influence of national culture on international marketing & consumer
Hohenstein, N.O., Feisel, E. and Hartmann, E., 2014. Human resource management issues in
supply chain management research: a systematic literature review from 1998 to
2014. International Journal of Physical Distribution & Logistics Management. 44(6).
pp.434-463.
Jakubanecs, A. and Supphellen,
Jean, R.J.B. and et.al., 2016. Assessing endogeneity issues in international marketing
research. International Marketing Review. 33(3). pp.483-512.
Kolk, A., 2014. Linking subsistence activities to global marketing systems: The role of
institutions. Journal of Macromarketing. 34(2). pp.186-198.
Lim, W.M., 2016. A blueprint for sustainability marketing: Defining its conceptual boundaries
for progress. Marketing theory. 16(2). pp.232-249.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Marketing Studies. 3(8). pp. 50-78.
Melewar, T.C., Dennis, C. and Kent, A., 2014. Global design, marketing and branding:
introduction to the special issue. Journal of Business Research. 67(11). pp.2241-2242.
Park, M. and et.al., (2017). ‘Cultural values and cross-cultural video consumption on YouTube’.
PloS one. 12(5). pp.1-13.
Rao-Nicholson, R. and Khan, Z., 2017. Standardization versus adaptation of global marketing
strategies in emerging market cross-border acquisitions. International Marketing
Review. 34(1). pp.138-158.
Rosenbaum, M.S. and Wong, I.A., 2015. Green marketing programs as strategic initiatives in
hospitality. Journal of Services Marketing. 29(2). pp.81-92.
9

Samaha, S.A., Beck, J.T. & Palmatier, R.W., (2014). ‘The Role of Culture in International
Relationship Marketing’. Journal of Marketing. 78(5). pp.78–98
Valaei, N. and Rezaei S. (2016) ‘The effect of culture on attitude towards online advertising and
online brands: Applying Hofstede’s cultural factors to internet marketing’. International
Journal of Internet Marketing and Advertising. 10(4). P. 269- 301.
Westjohn, S, A. Roschk, H. and Magnusson, P. (2017) ‘Eastern Versus Western Culture Pricing
Strategy: Superstition, Lucky Numbers, and Localization’. Journal of International
Marketing. 25(1). pp.72-90.
Online
Hofstede Insights, 2017.[ONLINE].Available
through:<https://www.hofstede-insights.com/country-comparison/south-africa/>
Marketing Mix – Place. 2018.[ONLINE].Available
through:<https://www.emarsys.com/en/resources/blog/4-ps-of-marketing-importance/>
The Marketing Mix 4P’s. 2017.[ONLINE].Available through:<https://marketingmix.co.uk/>
10