Global Marketing Strategies and Trends

This assignment delves into various aspects of global marketing. It examines the influence of culture on consumer behavior and marketing strategies, exploring how businesses adapt their approaches for international markets. The analysis also considers the role of entrepreneurial networks, antimicrobial resistance, and digital marketing in shaping the global landscape. Furthermore, it highlights the importance of understanding exclusionary reactions to foreign cultures and the impact of alcohol marketing policies on a global scale.

GLOBAL MARKETING
PLAN

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
RECOMMENDATIONS/ CONCLUSION.....................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Global marketing planning is the method that is used to expand the business in new
market places. It is a plan that will help organisation dealing in a particular market in a limited
boundary can get the opportunity to get into new market. This is for developing new customers
base along with that it is also very essential for company so that they can be able to capture large
number of shares.
Company is that is been chosen for this report is Mercedes. It is brand which is very well
recognised by each and every individual in world. Company is availing auto mobile services and
also it is providing financial aids as well. In this essay, global marketing planning of company
will be discussing to analyse all those factors that has to be considered by company so as to carry
out their operations and functions in new market place (Armstrong and et. al, 2015). The
SMART objective of firm will be performed here, along with that entry modes of company in
new place will also be understood here with reference to Mercedes Croove
MAIN BODY
Global marketing is one of the aspect that is very effectively carried out by every
organisation in market. Mercedes Croove is an app that is very effectively sharing the platform
that helps in bringing lessors and lessee together. Mercedes Benz has launched it car sharing app
that has very effectively supporting company. As it has decided to expand its services in new
market the chosen place is United Kingdom. The practicality of free market economy, in the UK
has been generally observed to be more noticeable diverged from elective sorts of economies in
wording fruitful resource apportioning (Peter and Donnelly, 2011). In any case, overall financial
and cash related crisis of 2008-2010 and its procedure with recommendations have uncovered an
understanding into inefficient viewpoints related with free market economy.
Fiscal policy related game plan is a kind of government fiscal techniques that impact
macroeconomic situation in the country. Impact of budgetary procedure on associations is clear
and direct and this impact is energized through duty evaluation, and the levels of government
spending. Budgetary course of action is can be described as government money related system to
control the supply of money through credit costs (Trompenaars and Hampden-Turner, 2011). In
UK the financial procedure is coordinated by The Bank of England, while in Russia the Central
Bank of Russia is responsible for cash related approach.
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Market potential of the nation is very high as because large number of population is
present in the country is very keen to use the services such like Mercedes Benz is offering. As
Croove is a very latest technique through which the people who are in need to vehicles of the
cited organisation can avail it on lease. Hence people of UK is very much supportive for this and
according to that company can be able to expand the business accordingly (Vasilchenko and
Morrish, 2011).
It has been also researched that due to expansion of this technology by Mercedes in UK
market there are chance that its economy will be influenced in most appropriate and positive
manner. There are chances where the unemployed will get opportunity for working as a new
business will be developed in the market place. Potential size of the market is also very high as
because this country itself is having a large geographical area where company can be able to
develop its service of Croove.
BMW, Porsche, Audi, Volkswagen, Jaguar, Ferrari, Aston Martin, Volvo, these are
number of competitors who are at present carrying out there operations and functions in UK
market these firms can be the greatest threat for Mercedes in introducing their new innovative
technique in this market. Although competitors are there but the strategy and business plan is
very different and unique hence, growth opportunity for company is very high and attainment of
long term objectives are also possible for it.
As company is planning to enter into global market it is very essential for it to choose the
correct mode or channel through which firm can be able to get into new place in more effective
and appropriate manner. There are various entry techniques through which a firm can be able to
enter UK market for expansion of business and to develop the Mercedes Croove app in several
place in United Kingdom. Such as licensing, mergers and acquisitions, strategic alliances, joint
ventures, franchising and many more., all these are the techniques which company can be able to
adapt.
Licensing
It is a official aspect through which company can be able to get the permission to carry
out their operations and functions in a very legal and legislative manner in new market as
Mercedes Croove want to get into UK marketplace hence this can be one of the technique
through which it can get opportunity to expand its business (World Health Organization, 2013).
A higher authority of a country is responsible for issuing licence to company if not authorised
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seal or acceptance is there then firm has to no rights to function its activities there. It is very
essential for company to follow a proper step so that they can avoid several negative impact of
environmental factors on its operations.
There are many benefits of adapting licensing methods as it helps in raining the revenue
of the firm in a very instant manner. Through this brand image of the company can also be build
in effective way so that they can be able to attract more and more customers towards company's
services for what it has been planning to enter new market.
Strategic alliances
It is a kind of a contract where two or more people get together so that they can be able to
work for a common objectives and purpose, being an independent firm. This is another method
through which Mercedes can get the opportunity to get into UK market to perform its activities
in new market (World Health Organization, 2012).
It is also very helpful in entering into new market for company as it avail the benefits of
knowing the market conditions in better manner. Different sources of additional revenue can be
get generated through this. Risk factor in getting into new market will also get reduced through
the help of strategic alliances that Mercedes can adapt.
Mergers or acquisitions
These are also one of the techniques which is mostly used by several organisation to
expand its business in new market places. A merger is a union of two components into one
substance, however acquisition takes place when one component assumes liability for
component's stock, esteem interests or assets. Merger is when one company consolidate with
another and then operations and functions are carried out collaborative manner. Acquisition is
the method where company acquire or buys the other company in some other place where they
need to expands market. These both are very beneficial for the company as because they will
assist company is capturing the market in more effective and appropriate way.
Merger or acquisition is one of the best strategy that can be adopted by company so that
they can be able to enter into new market. As it is very essential for company to develop
effective plans to enter a new place merger and acquisition will play a very vital role as because
through this risk factors can be reduced and activities can very well performed (Torelli and et. al,
2011). One of the best aid that can be attained through this is the capturing of market share in
market. This is the major reason for which company can adapt this entry strategy. One more treat
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can be removed from adapting this techniques is the competitors as if acquisition and merger
takes place with the rivalry company then a way of cutting down competition can be achieved in
one strike. Time is taken comparatively less as with other tools.
This method is very much reliable as because less effort will be put by company as
because the condition of market is already known by merged firm so it become more easy for
Mercedes to perform its activities and operations in more flexible and appropriate way (Wymbs,
2011). Customers base will also get attained effectively as the company which was already
carrying out its functions has good image or has loyal customers which will be an advantage that
Mercedes will be getting using this methodology of getting into United Kingdom's market. The
best suitable choice is to merge or acquire any of the good and reputed company in UK so that
many such benefits can be availed by company.
Company after making strategies for the market entry plan it is also very essential for it to
segment the market and targetting the customers as per the services that is to be offered by it to
people of UK nation. Segmenting the market is very essential for the company as because this
will help in targetting the right customers so that the company can be able to attract customers
and along with that the overall sales can be increased by Mercedes. Targetting is the method
through which company can refer a particular class of customers so that they can easily avail
benefits and services to them and according to that they can also attain long term survival in new
market place in UK. As for its products and services company has been targetted upper and
upper middle classes in Germany and the places where it is been dealing and performing its
activities. But as the services that Mercedes Croove is offering is the system through which the
people who need Benz for few time period then they can contact with the relative people and
according to that they can be able to avail the benefit of the vehicle.
The new market is very different from the earlier as because the people and environment
is very new for the company to carry out their operations and functions. It is very essential for
the company to understand the market needs then only they can perform appropriately. For that it
is very essential to carry out a market audit and along with that marketing segmentation can also
be performed with the basis of geographic, psycho-graphical, behavioural and demographical
manner, this will help company in knowing the right group whom it need to target (Morgan,
Katsikeas and Vorhies, 2012). This will also help in identifying the need and wants of the
customers and according to that, marketing strategies can be adapted. It is also very essential for
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the organisation to understand customers needs then only marketing strategies can be
implemented. If firm is not aware about the needs of clients then there are chances where
company can face issues in sustaining in the new market. Customer's satisfaction is one of the
major aspect that has to be considered by company for long term survival in the competitive
market (Casswell, 2012). There are several such aspects through which company can be able to
understand this. Questionnaires and market research will be very beneficial for them to take in
consideration as because this will this will assist company in more effectively targetting the
market and people whom they can very appropriately serve. It is very essential for the
organisation to do so as this will help company to know what all are the requirements of clients
and according to that a proper services can be provided.
As per the new market it is very essential for company to change its present strategies so
that they can be able to attract more customers. It is very necessary for it as because customer's
needs and demands are very different and to meet them is a very big deal that has to be
considered by Mercedes company. As the innovative services that company is offering according
to that middle and lower class of the society can also be targetted as the services are for those
who are not able to afford huge amounts of Mercedes Benz car, so with support to this on lease
car can be hired for particular time period.
There are some objectives that are to be made by company so that they can be able to
sustain in new market and able to develop and enhance its popularity with its new products and
services as well. It is very necessary to create a SMART objective so that strategies that adopted
by company can be attained in most appropriate manner.
Specific objectives
In this objective company need to specify all the aspects that are related to the strategy
and plans that are will be drawn by company for entering into new market (Van den Driest and
Weed, 2014). The specific objective that company is willing to set is the long term growth and to
stay as a market leader in the marketplace. Standards that it is focusing is the customers
satisfaction along with that they are also wish to choose the correct place so that they can more
effective serve the clients in the society.
Measurable objectives
These are the plans where company need to set some standards so that they can be able to
measure and can be able to know whether the strategies that will be introduced will support
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company to sustain in new market or not. Company has planned to accomplish a normal profit
for deals (EBIT in connection to income) for the car business of 9 % on a maintained premise.
This general figure depends on the arrival focuses for the individual divisions. These objectives
are 10 % for Mercedes-Benz Cars,The "Mercedes-Benz 2020" development system is intended
to guarantee that our Mercedes-Benz Cars division will assume the main part in the exceptional
portion worldwide before the decade's over. We likewise plan to additionally improve the savvy
brand's spearheading part in urban portability (Freidberg and Goldstein, 2011). It will
additionally reinforce its driving position in the fragment for transports over eight metric tons net
vehicle weight. The Mercedes Croove is planning to cover few ranges of market in upcoming
years.
Achievable objectives
Achievable objectives are the standards that are guiding company to carry out the work in
such a manner so that they can be able to achieve the plans in appropriate and effective manner.
Mercedes has planned that as the second year get completes it has to be at a stage where it is
attaining 10% return on investment. It is been strategies that company can be able to achieve it as
their ultimate attainment. It is planning to sustain in market by providing the best and effective
services to its customers. It is also wishing to have best team in new place where company is
planning to establish its Croove brand. This objectives standard is very essential as because this
will help in obtaining organisation its sustainable growth. As it is planning to attain the market
share in a very higher rate by the end of the fiscal year.
Reliable objectives
The plans that company is making must be very much reliable as it has decided to capture
market share and to get good return after the introduction of its operations in new market. The
strategy that will be adapted by company has to be effective enough to be get attained (Cronin-
Gilmore, 2012). The reliability factor must be present so that firm will survive in market for long
term aspects. All the strategies that company is following for its new market must be very
effective and reliable it should not be imaginary that can not be performed.
Time objective
This is one of the major aspect that need to be considered by company so that they can be
able to attain all its strategies and plan in appropriate manner. As it has set several targets that it
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is wishing to attain by upcoming years so it is very essential to firm to set some specific
standards that can be attained on particular set time frame.
Marketing strategies are helpful to ascertain and attain all objectives in an appropriate
manner. For this management have to use appropriate approach through which they can attain all
of their marketing objectives in an adequate manner. In such aspect, company have to use
appropriate product strategy, pricing strategy, promotion strategy and distribution strategy. Al
these are helpful in ascertain all objectives which framed under market concept. Mercedes want
to apply their Croove in market through which they can gain maximum market share
(Magnusson and et. al, 2013). As for this implementation appropriate strategy in such consent is
must which enable them in take adequate decision and gain maximum market share by attracting
more and more users. For reaching all objectives by applying appropriate marketing strategy.
This is going to be discussed below:
Product strategy
Good or services are render by an organisation which have a capability to satisfy more
and more users. As according to product strategy, management use appropriate steps through
which they can make their product attractive which aid them in gaining maximum market share.
For this purpose, management have to make appropriate innovations in their existing product as
well as introducing innovative good at market. User of market always wants something new and
Mercedes is well aware about this fact because they are one of a largest mobility company in
world.
Along with that, authority have to hire some executives and specialist which enable them
in measure all such changes which distinguish company product from others. As this enable
them in manufacturing such sort of goods which is completely new at market. This strategy is
appropriate for them in their long term success and growth (Knight, 2015). Products strategy is
such action plan which is completely associated and related with good development which is
essential concept for sustainability and long term benefit.
Pricing strategy
Cost of a product is an essential thing and factor through which company can ascertain largest
user base. As this is helpful for them in gathering more and more number of customers for goods
and services which is going to deliver at market. For this relation first concept is customer
markup in which company is setting a margin between selling price and manufacturing cost.
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Mercedes have to frame their new product at market by identifying the nature of users who lead
to consume that. Customer markup is an essential concept in which business is going to set such
prices which are appropriate for business.
Along with this, company have to advice some offers and discount vouchers to all users
and to such customer which are a part of their family from last few years. As this is helpful for
them in generate and ascertain their objective which is profit generation and largest customer
base (Kasemsap, 2015). Discount have to be attractive in nature which aid them in attracting
more and more users for a Croove. At last, company have to make valid comparison between
their own price and competitors rates. As this aid them in performing all operations in an
effective manner and maintain such price which is affordable for every customer.
Promotional strategies
It is one of the important factors that has to be considered by company as to draw in
attention of client in new market. With the help of social media sites at present era company can
reach its customers for availing information about its products and services that it will be
offering to them many benefits in products and services can be communicated with the help of
direct communication channels. Competitors of company is also using such strategies therefore it
is very essential for it to provide such plans so that they can attract customers more.
Distribution strategies
It is very essential that customers must be availed services and products with out any kind
of problems so choosing correct channel of distribution is very essential. Selecting the correct
port to deliver the items that are demanded by company. The mode through which delivery is
offered through airways, roadways , or cargo. Company can also use middlemen so that they act
as an agent dealing for their goods and services to make them reach at end users. Competitors are
using online method that Mercedes can also use as it is the latest and updated technology but it is
very necessary for it to convey the information to clients in more attractive and reliable way to
that customers can be able to trust upon them (Armstrong and et. al, 2015).
RECOMMENDATIONS/ CONCLUSION
From this essay, it is been understood that Mercedes is willing to expand its operations
and functions in new market so that they can be able to create awareness about its new app which
is assisting those people who are wishing to have the Benz car but could not able to afford them.
Along with that several strategies has been discussed to understand the techniques that can be
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used by company to sustain in new chosen market. It is suggested to company that effective
strategies has to be adopted so that competitors can not be able to beat firm. It is also very
essential for it to target the correct customers so that they can be able to get success in the
objectives that are drawn by company to sustain in UK market.
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REFERENCES
Books and Journals
Armstrong, G. and et. al., 2015. Marketing: an introduction. Pearson Education.
Peter, J.P. and Donnelly, J.H., 2011. Marketing management: knowledge and skills: text,
analysis, cases, plans. Plano: Business pub. INC.
Trompenaars, F. and Hampden-Turner, C., 2011. Riding the waves of culture: Understanding
diversity in global business. Nicholas Brealey Publishing.
Vasilchenko, E. and Morrish, S., 2011. The role of entrepreneurial networks in the exploration
and exploitation of internationalization opportunities by information and
communication technology firms. Journal of International Marketing. 19(4). pp.88-105.
World Health Organization, 2013. Global Vaccine Action Plan 2011-2020. Global Vaccine
Action Plan 2011-2020.
World Health Organization, 2012. Global action plan to control the spread and impact of
antimicrobial resistance in Neisseria gonorrhoeae.
Torelli, C.J. And et. al., 2011. Exclusionary reactions to foreign cultures: Effects of simultaneous
exposure to cultures in globalized space. Journal of Social Issues. 67(4). pp.716-742.
Wymbs, C., 2011. Digital marketing: The time for a new “academic major” has arrived. Journal
of Marketing Education. 33(1). pp.93-106.
Morgan, N.A., Katsikeas, C.S. and Vorhies, D.W., 2012. Export marketing strategy
implementation, export marketing capabilities, and export venture performance. Journal
of the Academy of Marketing Science. 40(2). pp.271-289.
Casswell, S., 2012. Current status of alcohol marketing policy—an urgent challenge for global
governance. Addiction. 107(3). pp.478-485.
Van den Driest, F. and Weed, K., 2014. The ultimate marketing machine. Harvard Business
Review. 92. pp.54-63.
Freidberg, S. and Goldstein, L., 2011. Alternative food in the global south: Reflections on a
direct marketing initiative in Kenya. Journal of rural studies. 27(1). pp.24-34.
Cronin-Gilmore, J., 2012. Exploring marketing strategies in small businesses. Journal of
Marketing Development and Competitiveness. 6(1). p.96.
Magnusson, P. and et. al., 2013. The role of cultural intelligence in marketing adaptation and
export performance. Journal of Marketing Research.21(4). pp.44-61.
Knight, J., 2015. Five myths about internationalization. International Higher Education. (62).
Kasemsap, K., 2015. The roles of cross-cultural perspectives in global marketing. Alcántara-
PilarJ. del Barrio-GarcíaS. Crespo-AlmendrosE. PorcuL.(Eds.). Analyzing the cultural
diversity of consumers in the global marketplace. pp.37-59.
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