Global Marketing Report 2022

GLOBAL MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
BACKGROUND OF THE ORGANIZATIONS.............................................................................1
SCREENING OF MARKET SELECTION....................................................................................1
Five Stages of Overseas Market Selection Process.....................................................................1
Objectives....................................................................................................................................2
MARKETING TACTICS................................................................................................................3
Alternative Market Entry Strategies............................................................................................3
Alternative Target Market, Positioning and Marketing Mix Strategies......................................6
SEGMENTATION, TARGETING AND POSITIONING.............................................................8
Segmentation...............................................................................................................................8
Targeting.....................................................................................................................................8
Positioning..................................................................................................................................9
ALTERNATIVE GENERIC STARTEGIES..................................................................................9
RECOMMENDATION.................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Global marketing is considered as procedure to adjust the company’s marketing strategies
for adopting the condition of other countries. In simpler terms, it is a study of business
management which has objective to market product, services and solutions to customers
nationally, locally and even internationally. The present report will be evaluating the realistic
market entry options for organization within target country market. The options will be
elaborated with advantages and disadvantages and how they will work and reasons to discard and
adopt with reference to Dove in Japan. In the similar aspect, it will determine the potential
market segment in Japan and how they could be serviced through the organization. It has
reflected understanding of the concepts engaged with ability for expressing options of marketing
strategy with systematic justification. There will be explanation of strategic approach implied for
every market segment within B2B and B2C sector. Henceforth, it will provide recommendation
on basis of positioning strategies for every target market.
BACKGROUND OF THE ORGANIZATIONS
Dove is a personal care brand owned through Unilever which originates within United
Kingdom. The products of the Dove are manufactured within Australia, Argentina, Brazil,
Canada, China, Egypt, India, Germany, Mexico, Pakistan, Japan, South Korea, Thailand, United
States and Turkey (Luo & Bu, 2018). The products are sold in more than 150 countries and
offered for men, babies and women. It was introduced in year 1955 whereas its logo is a
silhouette profile of brand namesake bird.
SCREENING OF MARKET SELECTION
Five Stages of Overseas Market Selection Process
There are different organizations which adopt a marketing’s incremental approach as they
first initiate with local and then international. There are five stages of overseas market selection
process which are stated below:
Phase 1: Taking decision that to internationalise with the required information as assessment of
opportunities of global market for the products of the firms. The commitment and competencies
are essential for internationalising.
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Phase 2: Undertaking decisions related to entering the market whereas potential of market in
specific segments, countries and regions and presence of local competition. The firm’s
competitiveness is compared to international and local competitors.
Phase 3: Decisions for entering foreign markets as stated as market entry strategies with the
information of product’s nature (Guo et.al., 2019). The behaviour of local competition and
potential intermediaries’ information is also essential.
Phase 4: The development of international marketing program as of behaviour of buyers,
competitive practice, media and promotional channels along with availability of distribution
channels.
Phase 5: The implementation, coordination along with controlling of international marketing
program which has information related to negotiation styles in various cultures, contribution
margins along with sales through product line, customer type, sales force and particular region or
country.
The main reason behind starting business in Japan is that it is business friendly when it
origins to all formalities as this ranks 29th in the world for doing business. On the contrary, it
does not accounts barrier with its writing and language along with cultural variations. Japan is
observed as premium market for services and product and even it has presence of unique
traditions of business along with performing business, before knowledge of local culture,
demand, and behaviour of consumer along with strategy of pricing is highly censorious for
successful global ventures within Japan. The Japanese market could be highly regulated and
requirement of specific knowledge for attaining success of International business. Henceforth,
Japan is the third largest economy throughout the world as there is high demand for high
qualitative consumer products (Ju et.al., 2019). Japan has high productivity for business
objectives and even for consumer preferences related to skin as well.
Objectives
The mission of Dove in Japan is for ensuring the next generation grows for enjoying positive
relationship with aspect for helping young female and raising self-esteem along with realising
the high potential. The setting of objectives for this particular business plan is an iterative
procedure where objectives are set, actions plans along with development of strategies and then
took decisions regarding impossible planned objectives, easy and attainable. The setting up of
objective is a challenge and even could be attained with effort. It should be highly motivating
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