Global Marketing of Wayfair

Global
marketing

Global marketing 1
Executive summary
Global marketing is not just about marketing products universally. Global marketing includes
the comprehensive procedure of planning, producing, retaining and endorsing products of the
corporation in the international market. This report includes the global marketing of Wayfair.
The foreign market expansion is proposed for Wayfair by doing a brief economic analysis of
Australia along with the cultural analysis of Australia and the USA. The features of the
cultural analysis of both countries have been identified in the report. The market of Australia
has beenanalyzed for the product category. The report has also evaluated the local and
international competitors in the market of Australia. The market size of the company has
been also estimated in the Australian market. The government regulations applicable for the
company have been also identified in the report along with the preliminary marketing plan.
At the end, it can be concluded that Wayfair can attain mark able market share by making use
of the marketing mix.

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Contents
Executive summary....................................................................................................................1
Introduction................................................................................................................................3
Proposed foreign market expansion...........................................................................................3
A brief economic analysis to validate the country section and the entry mode.....................3
Cultural analysis of the proposed foreign country and comparison of the foreign country
with the home country on Hofstede’s cultural dimensions....................................................4
Identification of the features of the cultural differences which can impact on the elements
of the marketing plan in the foreign country..........................................................................6
Analysis of the foreign market for the product category........................................................6
Evaluation of the local and international competitors in the foreign market.........................6
Estimation of the market size in the foreign country for the company..................................7
Identification of the governmental regulations and policies which are related to
the market/industry.................................................................................................................7
Preliminary Marketing Plan in the Foreign Market...................................................................8
Marketing objectives..............................................................................................................8
SWOT analysis.......................................................................................................................8
Marketing mix........................................................................................................................9
Conclusion................................................................................................................................10
Bibliography.............................................................................................................................12

Global marketing 3