Global Marketing Management for Vin's Corporation in Gulf Region

This report discusses the international marketing activities of Vin’s Corporation in Gulf region. It includes a macro-environmental analysis, Hofstede’s cultural framework, and Maslow’s hierarchy of needs. The report also focuses on marketing strategy, marketing activities, and marketing mix strategies.

Running Head: Global Marketing Management
Vin’s Corporation
Global Marketing Management

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Table of Contents
Introduction......................................................................................................................................2
Description of company...............................................................................................................2
Macro-environmental Analysis.......................................................................................................3
PESTLE Analysis........................................................................................................................3
Political.....................................................................................................................................3
Economic..................................................................................................................................3
Social........................................................................................................................................4
Technological...........................................................................................................................4
Legal.........................................................................................................................................4
Environmental..........................................................................................................................4
Hofstede’s Cultural Framework...................................................................................................5
Maslow’s Hierarchy needs...........................................................................................................6
Marketing strategy...........................................................................................................................7
Multidomestic Strategy................................................................................................................7
Global marketing..........................................................................................................................8
Marketing Activities........................................................................................................................8
Marketing mix..............................................................................................................................8
Product......................................................................................................................................8
Price..........................................................................................................................................9
Place.........................................................................................................................................9
Promotion.................................................................................................................................9
Conclusion.....................................................................................................................................11
References......................................................................................................................................12

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Introduction
Global marketing management is an important concept for every organization in relevance with
the business expansion as well as in terms of matching with the global standards for making an
effective goodwill of the organization in the international market. Global marketing is considered
as the significant and complex international operation. In this report, international marketing
activities of Vin’s Corporation will be discussed. It is a FMCG (fast moving consumer goods)
Multinational Corporation headquartered in New York, United States. Apart from United States,
company’s main operational area is Gulf region. Bahrain, Iraq, Oman, Kuwait, Qatar, Saudi
Arabia, and the United Arab Emirates are countries included in Gulf region and in relation with
making a positive image in these countries, appropriate marketing activities requires to be
adopted. International marketing involves adaptation of similar marketing strategies which could
be implemented across all national boundaries with the objective to gain positive outcomes
(Nainaar & Masson, 2018). Development of a global image of organization is crucial in terms of
organizational expansion whereas, it is also necessary for the purpose of attainment of desired
goals and objectives. In relation with this, primary objective of a company executing its
operations in more than one country is attain a degree of synergy in the overall operations in
order to take benefit of exchange rates, interest rates, labour, market opportunities, etc. for
making the organization capable enough to sustain in the dynamic business environment along
with gaining positive outcomes (Roni Sahroni, Margaretha & Budiastuti, 2017).
In this report, business report in relation with Vin’s Corporation will be discussed under which
description of the company will be discussed mainly considering the Gulf region. Further, report
will focus over critical analysis of the macro environment of the Gulf region in order to
determine the threats and opportunities of the market. With the help of this analysis, organization
would be able to design its strategies along with setting appropriate benchmarks for the
accomplishment of tasks in the target market. In addition to this, the report will also focus over
determining the similarities and difference between the Gulf countries and other countries’
marketing conditions. Next part of the report will focus over analysis of appropriate marketing
strategy for the organization as per the marketing environment and the situation of organization.

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The last section of the report will focus over marketing activities which could be adopted in
terms of enhancing organizational performance and this section will mainly focus over marketing
mix strategies along with the distribution strategies for the attainment of desired goals and
objectives in an effective manner.
Description of company
Vin’s Corporation is a Multinational Corporation which deals in fast moving consumer goods.
Company has established its effective presence in the international market within a short period
of time. Company’s headquarter is established in New York, US, thus, their major operations are
executed in US market. Apart from the US market, it also executes in various countries like
Australia, United Kingdom, Gulf countries, etc. In relation with enhancing organizational
existence in the international market, organization has integrated traditional as well as
contemporary media platforms in an effective manner to communicate their message to the target
countries (Chatterjee, et. al., 2018). With this, company has established its unique image in
various countries and along with this, company’ distinctive market entry strategies are another
effective in terms of acquiring a decent market share in the international FMCG market.
Company also operate in Gulf countries where market conditions for business activities are
favourable in comparison to the other countries (Rolfe, et. al., 2016). As population of Gulf
countries is not much huge in comparison to the Asian countries and other global countries,
opportunities for international migrants as well as for the business entities are huge. It is
necessary for the organization to adopt certain advanced and unique strategies so that
competitive advantage could be attained along with the attainment of degree of synergy in terms
of overall operations of the organization could be enhanced. Primary issue faced by the
organization in relation with executing its operations in the international market is adaptation of
appropriate strategies through which the set benchmarks could be matched up along with the
accomplishment of desired goals and objectives could be adopted (Angeles-Martinez, et. al.,
2018).
It has been observed that in terms of attainment of more synergy in the overall marketing
operations in the region of Gulf countries, it is necessary to evaluate all aspects of the
international activity of organization in the Gulf region in comparison to the other regions of the
world. Culture, buyer’s preferences, their behaviour, rules and regulations by government and

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policies are quite different in Gulf region in terms of other countries, thus, on the basis of
benchmarks set up by the top level management, appropriate integration of traditional as well as
non-traditional mediums of marketing strategies will be adopted so that an effective brand image
could be developed (Eustace & Martins, 2014).
Macro-environmental Analysis
This analysis will help the organization to determine the similarities and differences between
other countries and Gulf countries. In relation with this, PESTLE analysis, Hofstede’s cultural
framework and Maslow’s hierarchy of needs will be executed for the purpose of determining the
scope of improvement. With regards to this, appropriate set of strategies could be developed so
that the gap could be fulfilled and all possible synergies could be developed (Zalengera, et. al.,
2014).
PESTLE Analysis
Political
Political situation of Gulf countries are stable along with this, societies of Gulf region are
homogenised. With this regard, relationship between Gulf countries and its neighbour countries
are strong which generates opportunities for the business entities to grow appropriately (Jamaani
& Roca, 2015). There are not such unexpected changes in the policies with regards to the
business operations. Apart from this, chances of threats in Middle Eastern countries are huge but
their impact over Gulf countries’ business operations are not much high. Conflict between
Palestinians and Zionists and the war in Iraq are such big conflicts which have affected business
operations in Gulf countries but with the effective political regulations, business operations could
easily be executed (Silventoinen, et. al., 2015).
Economic
GCC (Gulf Co-operation Council) is an oil based region by the largest persistent oil reserves in
the world. Approximately 40% of world’s crude oil reserves are in Gulf region with
approximately capacity 483.7 billion barrels. Gulf region is the leading producer and exporter of
petroleum and plays vital role along with OPEC in the world. In terms of fast moving consumer
goods market, consumption is less in comparison to the other countries because Gulf region

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contributes less than 50% of the total population across the globe. Purchasing power of people in
Gulf region is high, thus, Vin’s Corporation could easily sustain in the marketplace along with
gaining high profits (Liddle, 2014).
Social
Mainly culture of the societies in Gulf region is conservative and most of the population over
there are Muslims due to which consumption of meat, beef, etc. is much high. Due to
conservative societies, females are not allowed to go out for shopping uncovered (Aloui, Hkiri &
Nguyen, 2016). Apart from this, there are lot of restrictions which have been imposed in the Gulf
region especially for females. As these countries are yet rule by kings, thus, scope for democracy
is less in comparison to other countries and this restricts the organizations to introduce new
products and services in the Middle Eastern countries (Faisal, 2015).
Technological
Gulf countries are known one of the ideal locations in terms of marketing products and services
to Middle East and Asia. Information Technology covers all aspects i.e. society, consumer,
business, private as well as the governments. Thus, organizations could easily avail the facility of
advanced information technology in order to market its products and services. In relation with
this, scope for Vin’s Corporation is huge in Gulf Countries in terms of increasing the demand for
their products along with approaching large part of target market (Bahaddad, 2017).
Legal
Legal obligations in Gulf countries are quite similar as driven in the Islamic Sharia. Apart from
this, Gulf region also follows Egyptian and France laws as civil laws whereas Jordanian laws and
British laws are also essential part Gulf region’s legislation (Malik, 2018). Thus, it will be
required for the Vin’s Corporation to understand the legal conditions of Gulf region in order to
set up its business operations in an appropriate manner. It has been observed that legal conditions
of Gulf countries are quite different from other countries, thus, it is necessary to adopt
appropriate strategies through which all legal requirements could be fulfilled of Gulf region
along with the fulfilment of organizational desired goals and objectives (Elmi, 2017).

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Environmental
Environmental issues in Gulf region are high and these mainly arise due to people pressure who
resides in metropolitan cities. Population is rapidly increasing and in terms of providing shelter,
natural habitat is getting destroyed. Apart from this, fresh water accessibility is another major
environmental issue faced by Gulf countries. This generates opportunities for the organization to
enhance their product offering by delivering packed mineral water bottles to the target market
customers and this will help the organization to attain its objectives such as increasing sales,
revenues, profits, etc. (Lambert & Hashim, 2017).
Hofstede’s Cultural Framework
It is a theoretical framework which describes cross-cultural dimensions and it was developed by
Geert Hofstede. Main motive of this framework to analyse the effects of a society’s culture on
the basis of value of its members and relationship between values and the behaviour of the
buyers with the help of a factor analysis (Al-Saleh & Mahroum, 2015). This theory majorly
proposed four criteria in order to analyse cultural values. These criteria are individualism-
collectivism, power distance, uncertainty avoidance and masculinity-femininity. Further, two
more dimensions were added for better understanding of the cultural values i.e. long term
evaluation and indulgence versus self-restraint. These dimensions help to determine the values,
cultural background and related attributes of an individual. Vin’s Corporation is a multinational
corporation which is present in various countries including Gulf countries and due to this, people
with different cultural background, values, beliefs, etc. works at the organization. This leads to
workforce diversity and managing people with different culture, background, etc. is bit
challenging task for the management (Saleem & Larimo, 2017). With the help of following six
dimensions, cross-cultural communication and other differences would be analysed:
 Power distance index: Definition of this dimension is the extension to which less
powerful members of organization accept that the power is distributed unequally. In order
to enhance organizational performance in Gulf region, management needs to distribute
power amongst the members of the organization equally to avoid glitches and personal
conflicts amongst the employees. Although, where people with different values and
beliefs work in same organization, chances of personal conflicts increases but it is the
duty of management to make them realise that all employees are equal and they will be

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treated on the basis of their knowledge and talent rather treating them on the basis of
culture, religion and background (Beugelsdijk, Kostova & Roth, 2017).
 Uncertainty avoidance index: It is defined as the society’s tolerance for ambiguity.
Laws, regulations, society’s values and guidelines are different from each other.
Evaluation of this is necessary for the attainment of goals and objectives. This requires to
be followed while entering into a new country as well as while developing marketing
strategies for the objective of generating demand for the organizational products and
services (Mazanec, et. al., 2015).
 Masculinity vs. femininity: Male and female are being differentiated on various bases
whereas, masculinity society gives preference to males while in feminine societies,
females’ values, beliefs and cultures are treated similar to men. Gulf region is a type of
masculine society because there women are treated as competitive and assertive but less
in comparison to men. Thus, Vin’s Corporation requires to understand this gap while
adopting appropriate strategies for the development of appropriate set of marketing
strategies (Leung & Morris, 2015).
 Individualism vs. collectivism: This index majorly focuses on “I” versus “we”.
Individualism relates to the aspects people prefer to work for themselves rather than
working in groups. It is necessary for the organization to adopt one of the best measures
in order to accomplish its set goals. Teamwork is the best attribute through which
organization could easily execute its operations so that desired goals could be attained
(Jonas, 2016).
 Long term orientation vs. short term orientation: This dimension associates
connection between current and past challenges and actions. Short term orientation is
poor countries with little economic development and less funds while countries like Gulf
countries continues to develop. This helps the organization to avail the opportunities
present in the Gulf region in order to enhance organizational performance (Lee & Hanna,
2015).
 Indulgence vs. restraint: Indulgence is followed in the democratic countries because it
allows societies to live freely and natural human desires in relation with enjoying life.
Societies with indulgence believe in controlling their own life and emotions while

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restrained societies believe other factors dictate their life and emotions (Fallatah & Syed,
2018).
With the help of above analysis through Hofstede’s Cultural Framework, it has been observed
that the conditions in Gulf region different in terms of every macro environmental factor. This is
because Gulf countries are still running on monarchy which is the major factor which
differentiates Gulf countries from other European, Asian and other countries. In terms of
enhancing their effectiveness in the Gulf region, it is necessary for the organization to build
effective set of dynamic strategies. This will ultimately enhances organizational efficiency
through which an effective position could be developed in the target market. Analysing culture
of the target market has helped the organization to determine the needs and wants of the
consumers through which appropriate goods and services could be delivered to the target
audience for the purpose of gaining positive outcomes (Ozguner & Ozguner, 2014).
Maslow’s Hierarchy needs
Figure 1: Maslow’s hierarchy of needs
 Self-actualisation: Self-actualisation needs for public of Gulf countries refers to the
personal growth on the basis of personal potential and self-fulfilment. These needs relates

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to the increasing one’s efficiency in order to accomplish the goals (Perreault, Cannon &
McCarthy, 2015).
 Esteem: This is classified into two parts i.e. esteem for oneself such as dignity and
independence and desire for reputation or respect from others such as prestige and status.
 Love/belonging: These are the third level needs of an individual and these relates to the
requirement of an individual in terms of involving in feelings of belongingness. Example,
friendship, affection and love (Olson, et. al., 2018).
 Safety needs: Job security, health safety and freedom from fear are some of the primary
elements for an individual in terms of attainment of personal goals.
 Physiological: These are basic needs such as food, water, sleep, sex, shelter, clothing,
etc. These most necessary elements for every individual and if these needs are not
fulfilled appropriately, one cannot function in right manner. Physiological needs are
considered as the most important needs and these are counted as the primary needs by
Maslow while all other needs have been classified into secondary needs (Baker, 2014).
With this analysis, it could be observed that organization could easily perform its operations
along with the fulfilment of local citizen’s needs and wants. With the fulfilment of local citizen’s
needs and wants, Vin’s Corporation will easily be able to accomplish its goals. Purchasing power
of Gulf countries’ public is high, thus, they could easily sustain along with the ability to fulfil
their demands. If Vin’s Corporation will adopt appropriate advance and unique level of strategies
for the objective of enhancing customer satisfaction as well as with the objective of meeting
international market’s demands and wants. Thus, main difference analysed between the Gulf
region and other countries’ situation and the cultural difference are huge. Major difference is
cultural difference and the freedom of speech is another big factor which differentiates between
Gulf countries and other countries (Armstrong, et. al., 2015).
Marketing strategy
Marketing strategies plays vital role in terms of enhancing organizational performance in terms
of promotion of the products and services, increasing awareness amongst the target audience
along with the fulfilment of organizational objectives. Companies such as Vin’s Corporation,
Walmart, Wesfarmers, Apple Inc., Amazon Inc., etc. are some of the big multinational

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corporations and in order to execute their international operations, organizations are required to
adopt one of the international strategies available in the market with the objective of global
expansion, attaining set goals as well as for the objective of sustainable business development.
Mainly there are three international strategies through which organization could perform its
operations smoothly in global market. These are global, multidomestic, and transnational. Each
strategy has its own specifications and features in relevance with the execution of operations in
the foreign countries. As every country’s market conditions and consumer’s preferences,
behaviour and their demands are different, thus, it is necessary to evaluate the effectiveness of
each strategy for the purpose of accomplishing organizational operations in the desired manner.
Multidomestic Strategy
This strategy assumes that audience of different countries have different needs and wants and on
this basis, organization requires to analyse its target audience’s preferences to fulfil their needs
as well as to accomplish the desired goals. This strategy is ideal for highly differentiated
products and in relation with this, organization requires to enhance its product offering along
with adding unique and advanced features to its products and services for the purpose of
approaching as well as to attract the target audience towards their product and service offering.
In terms of Vin’s Corporation, organization is bit struggling in Gulf countries’ market, thus, it is
necessary for the organization to mould its strategies on the basis of market demands, consumer
wants and purchasing power of the target audience. This helps the organization to maintain its
acquired position in the target market so that appropriate goals could be accomplished in terms
of uplifting organizational performance. In this strategy, decision making power is decentralised
so that management could be able to respond on the local level. Further, it has also been
observed that multi-domestic strategy makes the organization efficient enough to gain its set
goals. Companies like Wesfarmers, Coles, etc. uses multi-domestic strategy for the purpose of
moulding their products on the basis of market conditions and consumer preferences with the
objective of enhancing customer satisfaction as well as for the motive of customer satisfaction
(Kiseleva, 2017).
Global marketing
Global marketing strategy is different from the multi-domestic strategy and this strategy assumes
that all countries’ market conditions and the consumer’s preferences irrelevance to their

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geographic regions are same. This strategy is being used by the organizations to deliver same
sort of products under which standards need to be followed. Companies which maintain same
type of interest and taste in their products adopt global marketing strategy. Coca-Cola,
McDonald’s, KFC, etc. are certain companies have adopted global marketing strategy so that
same type of taste and quality in their products and services.
Thus, it is required for the Vin’s Corporation to amend its strategies so that appropriate product
and service offering could be introduced in the Gulf region with the motive of enhancing
organizational goals and objectives. Multi-domestic strategy will help VIN’s Corporation to
provide the products and services to the target audience of Gulf region on the basis of analysed
market demands and consumer behaviour. This will help the organization to attain positive
outcomes as well as the objectives of increasing sales, increasing awareness regarding
organizational products and services, etc. will also be attained (Business Chief, 2016).
Marketing Activities
Marketing activities have a significant impact over improving organizational performance along
with the attainment of desired goals and objectives of the organization. As per this scenario,
Vin’s Corporation is executing its operations in various parts of global market, thus, it is
necessary for the organization to integrate appropriate mediums of marketing in relevance with
the target market’s conditions. Along with the implementation of appropriate marketing
mediums, organization will also focus over marketing mix components so that marketing
activities of the organization could be standardised in terms of Gulf region’s requirements
(Nainaar & Masson, 2018).
Marketing mix
Product
Organization will focus over determining target audience’s demands and wants so that
appropriate products and services could be offered to them. Fulfilment of target audience’s
demands is one of the primary factors for every organization and with regards to this; Vin’s
Corporation requires to amend its product offerings as per the citizens of Gulf countries. Major
products required in Gulf region are beef, meat, bottled milk and other daily necessity goods of

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superior quality as purchasing power of people over there is sufficient enough to consume high
quality goods. Apart from this, varieties of products will also be introduced in the target market
in order to fulfil target audience’s demand and wants. This will also help the organization to
enhance its performance in the target market along with the attainment of set goals. Providing
varieties of unique products and services will differentiate organization from its competitors in
the target and it will also ensure the organization to attain sustainable development and growth in
the target market (Roni Sahroni, Margaretha & Budiastuti, 2017).
Price
Price is another predominant factor for organizational success and growth. In terms of Vin’s
Corporation’s scenario in Gulf region, adaptation of premium pricing will be suitable in terms of
enhancing demand for the organizational products and services in the target market. Further, it is
another critical factor to compete in the competitive and dynamic business environment. Saveco,
Union Coop, LuLu Hypermarket, Emirates Cooperative Society, etc. are some of the major
supermarkets in Middle East. In order to compete with them along with the objective of gaining
competitive advantage in the target market, premium pricing strategy will be effective. This
strategy will help the organization to attain its set goals so that the competitive advantage could
be attained. As per the market conditions in Gulf region, premium pricing strategy will be the
most beneficial element in terms of setting up an effective brand image along with the objective
of attaining competitive advantage in the target market.
Place
In terms of place of distribution, not many changes will be implemented because people residing
in Gulf region as well as in the other countries purchase products from supermarkets and retail
stores. Thus, Vin’ Corporation will adopt pull strategy in terms of enhancing demand for their
products and services which will be offered in Gulf region. Pull strategy denotes to the situation
where consumers go to the company for the purpose of consumption of products and services. In
relation to this, organization requires to adopt appropriate marketing strategies through which
target audience could be approached as well as attracted towards their product offering. Along
with this, organization will also require to enhance quality of their products and services so that
customer satisfaction could be enhanced. Apart from this, organization will also adopt intensive
distribution technique to approach to the large part of target customer segments. Although,

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intensive distribution strategy is mainly adopted for low priced goods and services but
sometimes, it also helps in terms of increasing sales as well as for providing the products
amongst the target customer segments without fail (Chatterjee, et. al., 2018).
Promotion
This is another success element for an organization in order to attain its primary goals and
objectives. Thus, organization needs to adopt promotional techniques on the basis of current
market requirements as well as on the basis of organizational expectations. In terms of
promotional mediums, organization requires to integrate the effective combination of traditional
and non-traditional mediums of marketing techniques so that the desired goals could be
accomplished. In terms of enhancing organizational performance along with the attainment of
desired goals in relevance with increasing sales, revenues and profitability. Every medium has its
own importance and in terms of approaching to the target audience of Gulf region, organization
requires to focus over both traditional and non-traditional mediums.
Traditional forms of media mix
Newspaper, magazine, television, radio, board hoardings, etc. are some of the essential mediums
of traditional marketing channels. Every medium in traditional media mix helps the organization
to promote its products amongst the target audience as traditional media users are also high in
Gulf region.
Non-traditional forms of media mix
Social media, search engines, personal relations, display promotions and sponsorships are certain
effective mediums of promotion and advertisement. In Middle Easters countries, advanced
technology is being used, thus, Vin’s Corporation could also utilise the digital forms of media in
terms of enhancing organizational product’s demand amongst the target customer segment
(Angeles-Martinez, et. al., 2018).
Though, Gulf countries’ have restrictions as monarchy is practiced there, thus, companies needs
to practice their functions on the basis of government’s rules and regulations. Apart from this,
media platforms are the method of communication amongst customers and company, so
company must ensure that there will be no gap between the features of products shown in the

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promotional events as compared to the reality. This makes the company capable enough to gain
reliable position in the target market and it also helps the organization to gain competitive
advantage.
Conclusion
From the aforesaid information, it can be concluded that Vin’s Corporation is a multinational
corporation engaged in fast moving consumer goods. Along with US, UK and Asia, organization
is also present in Gulf region. Conditions of Middle Eastern countries are different in comparison
to the conditions of other countries, thus, this report concludes several marketing strategies and
activities which could be adopted for the purpose of improving organizational performance in
Gulf countries. With this regard, it has been recommended to the organization to conduct market
research analysis on regular basis so that target audience’s demands could be analysed so that
they could be offered the same as per their requirements. This report has concluded position of
Vin’s Corporation in the global fast moving consumer goods market along with macro
environmental analysis of Gulf region so that appropriate marketing activities could be
developed or adopted in terms of enhancing organizational performance.

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