Global Marketing: Glocalization Framework and Market Expansion Strategies

Global Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Glocalization framework.............................................................................................................3
Evaluate benefits that company achieve through glocalization...................................................4
Enlist a real business world that demonstrates glocalization.......................................................4
TASK 2............................................................................................................................................4
Brief background over the BRIC Country...................................................................................4
Political risks for the India...........................................................................................................5
Economic environment of India..................................................................................................5
Summarize advantages and disadvantages for the UK company................................................5
TASK 3............................................................................................................................................6
Reason of internalize...................................................................................................................6
TASK 4............................................................................................................................................7
Market expansion strategies........................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Global Marketingis the procedure of adjusting marketing strategies of the organization
toadapt the condition of other countries. Global marketing is essential for the companies because
it helps to increase their market share as well as customer base. In this report will discuss about
glocalization framework and it’s benefits that companies achieves in their businesses.
TASK 1
Glocalization framework
Glocalization is the process of adaption of global and international products that is
developed and supplied globally but it is also adjusted for consumer in a local market. In other
word, glocalization is basic to the company’s capability of entering into multiple marketsaround
the globe while ensures that each local user’s need is fulfilled. Glocalization is not that some
companies with global ambition have mastered (Kotabeand Helsen, 2020). Organizations require
to excel on various activities like leveraging at local people, customizing process, and adapts
global technology in order to develop smart glocalization strategies then they can achieve glocal
ambition (Glocalization- Global + Local Approach of Brands, 2020). Glocalization is the big
investment but in exchange it brings more commercial benefits. It provides wider access to the
company to target bigger market in different cultures. Most of the companies adapts this
approach their businesses because it creates prosperous of economic development thatis achieved
because increase high number of interconnectednessamong countries. According to glocalization
framework, localization of country needs differentiation in products, services, and sectors while
globalization needs standardization among differentiation. Globalization stated that company
must have low production and selling cost then it can enable to generate high profit margin over
it. While localization concept stated that company must sell such product or services which takes
consumer culturally close then they will be ready to pay extra. As per the concept of
globalization, company must have low complexity in switching one product segment to other one
that will automatically improve global speed of the company. While localization quoted that
organization should give flexible response over needs of local customers that will help to retain
them for long period. When company has loyal customers then it become easy to penetrate local

and regional market according to localization concepts. Based on the above discussion it has
analysed that globalization and localization both supports company to get success in it’s business
at glocal level (Keegan, 2017).
Evaluate benefits that company achieve through glocalization
“Think globally, act locally” means company have toadjust their marketing accordingly
each geographical audience while maintaining a global brand. In other word, when companies
enter into a new market then they should try to adjust their marketing in such manner which
supports in globalization but retain local people with the company for long period. There are
various companies who have adopted think global and act localso they have discoveredvarious
ways to offer value of leveraging innovationwhich occurredfar from the headquarter and
supplied them back to headquarter. The major benefits of adoptingthis strategy is that when
company gain access to local market knowledge with the support of experts across continents,
then it looks to grow business at international level so it design effective workplace which
supports in both local market culture and global brand value. Thus, companies enable to establish
strong glocal presence in it’ssector (What does think globally and act locally mean in
marketing?, 2020).
Enlist a real business world that demonstrates glocalization
Hindustan Unilever Limited is the great example of glocalization that operates at glocal
level and posses’ wide range brand portfolio. It offers it’s product and services across the world
with the support of subsidiaries i.e. Unilever. It is a British Dutch company that posses’ wide
product line i.e. personal care product, water purifier, cleansing etc. it is considered one of the
fast-moving consumer goods company. It is more famous for it’s high quality product portfolio
and has captured good market share in it’s sector at individual level.
TASK 2
Brief background over the BRIC Country
Republic of India is considered one of the emerging superpowers of the global because it
is included in BRIC country as emerging market. It has wide range of demographic trends and
economy development. In 2015 it has became one of the fastedgrowing market in the context of