Global Marketing: Concept, Country Selection, Entry Mode, and Franchising

GLOBAL MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
Concept of global marketing concept.....................................................................................3
Development of global marketing concept.............................................................................3
Example..................................................................................................................................4
TASK 2............................................................................................................................................4
Background of chosen country...............................................................................................4
Political risk of chosen country..............................................................................................4
Trade, tariff and non- trade barriers among UK and china....................................................4
Economic environment of chosen country.............................................................................5
Advantages and disadvantages for UK to move in new country............................................5
TASK 3............................................................................................................................................5
Background of the company...................................................................................................5
Factors affecting the foreign market entry mode decision model help company in choosing
right entry mode.....................................................................................................................6
TASK 4............................................................................................................................................6
Name of the company.............................................................................................................6
List of market in which the retailer wants to enter.................................................................6
Advantages and disadvantages of using franchise as entry mode..........................................7
Benefits of using franchising to the company........................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Global marketing is defined as the process of promoting the products and services of the
company at the international level. The global marketing has gained popularity because of the
increase in globalization (De Mooij, 2018). This is because of the reason that due to
globalization the international trading has increased and due to this the necessity to promote the
goods and services at the international level has also increased.
The present report will focus on concept of global marketing. Further it will discuss a
country in which the company can move in to go for global marketing. Next the assignment will
discuss about the factors affecting the foreign entry mode. In the end the report will highlight the
fashion retailer which uses franchising as a market entry mode.
MAIN BODY
TASK 1
Concept of global marketing concept
The global marketing is a strategy which is used by the company to market its product
and services in the international market. This includes the whole process of identifying the
product, deciding its price placing the product in the international market as well as promoting
the same in the international market. This is very necessary to market the products in the
globalized market because the competition is very tough and to face it the marketing needs to be
attractive and effective.
Development of global marketing concept
The development of the concept of global marketing was very necessary because of the
increase of business in the field of globalization. Globalization is defined as the doing business
irrespective of the geographical boundaries of the country. In this system any country can trade
with any other country all over the globe without any restrictions or any difficulty. Thus, if the
company wants to do trade at international level then it is necessary for the company to also
make the international consumer to know about the products and services of the company. For
this the company has to use the concept of global marketing (Quelch, 2017). This is done so that
all the consumers at the global level knows about the goods and services of the company.