Global Marketing and Sales

This report explores global marketing and sales strategies, focusing on the application of models for internationalization and the role of networks in successful expansion. It also discusses different learning styles and their relevance in the workplace. The case study of ZARA, a Spanish multinational apparel retailer, is used to illustrate these concepts.

Global marketing and
sales

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1............................................................................................................................................1
Models for internationalisation...............................................................................................1
Critical evaluation of role of models in to the internalisation................................................2
Comparison between approaches...........................................................................................3
Application of the model stages and learning style on the Zara.............................................4
REFLECTION........................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Global marketing refers to the act of focusing on the need of product of the potential
customers across the globe. This is type of strategy that is adopted by the companies which
dealing multinationally, this strategy is formulated and implemented by the senior executives of
the company. in order to do new market research about the requirements and demand of the
potential customers and in what form deliver it to them. An also identify the ways that provide
growth to the business and core ingredients that provides awesome global marketing. That will
support in to expand the market area and market share along with the higher customer base for
the longer period of time(Border and Lester, 2020). This report is based on the ZARA which is a
Spanish multinational apparel retailer that specialise in to the fast fashion industry that includes
clothing, accessories, shoes, swimwear and beauty products. This study is consist of models of
internationalisation theories that is taken into consideration for expanding business
internationally and it is explained as in context to ZARA.
MAIN BODY
TASK 1
Models for internationalisation
UPPSALA model: This model of internalisations has a theoretical base in the behavioural
theory of management. That explains that how company gradually expand their activities and
operations in the other market. This model was introduced by the Jan-Johansson and Jan-Erik
Ahlen in 1977. this model is emphasized the factors that has to be taken in the consideration
while doing international expansion. This state that business have to take the gradual steps one
by one rather then just expanding the overall operations and activities together. This helps the
organisation in to reduce the risk level by adopting the respective approach. Uppasal model is a
psychic chain which means international expansion, in research it is found that companies
usually start expansion in market when they are having less psychic distance. This has been also
explained the internationalisation model which is the process in which companies start to transfer
resources to other counties and that can be tangible and intangible goods. In the perspective of
ZARA, this is the useful model as if the company want to expand more into the new maker areas.
This will reduces the optimum level of risk and also provide effective cost(Borders and Lester,
2020). Here are some assumptions also that are associated with this approach is that business use
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this as it strives for the long term profit and sustainability in the market place and along with this
firms also tries to keep the risk taking at the lowest level. This provides competitive advantage to
the entity that support in to the growth band success of the company in a effective manner.
The network approach: this network approach to internalisation is introduced by the
Johanson and Mattson in 1988. this is associated with the importance of relationship among the
suppliers, customers and market that helps the organisation in to the expand their business
operations in to the new market place in order to support the growth of the business (Shibata and
et.al, 2020). Networking is considered as the sources of getting market information and
knowledge that helps in to fill the gaps between the involved parties. Development of technology
in the information system and in communication sectors help the organisation in to achieve the
faster and successful internalisation through the strong network pattern that provides the
resources and informations in to expand the operations and activity. In relation to the ZARA this
is an very effective approach for the company as they already has been working internationally
that reflects the strong networks of the in terms of information and resource as well. That will
help and support the entity in to the effective implementation of the plans and strategy to operate
the business at new market place(De Mooij, 2019). This has been provides stronger relationships
and trust between the shareholders and also improved the access to the talent and skills of the
community as this facilitates expansion of business to new country and communities. Along with
this,it provides better alignment of work with diverse people and organisation and frequent
development of new idea so that better growth and success can be obtained.
Critical evaluation of role of models in to the internalisation
From the above analysis it has been evaluated that in order to expand the company in to
the new geographical area across the country boundaries this approaches plays a important role
in to implement the plans and strategy into the new market. The UPPSALA approach is state that
a company should adopt the gradual steps for the operating activity at a new places. And
network approach shows the importance of the relationship among involved parties. That plays
and important role in to formulating network (Feng, Patel and Sivakumar, 2020). For the ZARA
both are effective approach that help in to successfully expansion of the organisation at a new
geographical area across the globe.
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Comparison between approaches
Basis UPPSALA model The network approach
Meaning This approach is introduced by the
Jan-Johansson and Jan-Erik Ahlen in
1977. which states that company
should not go for the implementation
of all the operations and activities
together rather they should go by the
gradual steps that is to be taken step
by step. That help into effective and
successful expansion.
This was introduced in 1988 by Johanson
and Mattson. Which states the importance
of the network of the company into the
globalisation of the organisation. Strong
network facilitate in to the expansion of
the business with the perfection at the
new market areas
Decision
making
Here, decision are taken according the
steps that has be considered next that
is chosen according the priority of the
activity(Panizzo, 2018).
In this decision are to be taken as
according to the network that are
establish in the other countries, area with
the strong network has to be taken first in
consideration.
Uppasaal model: this model has been based on the empirical knowledge, this has been
suggest that company's behaviour in the process of internalisation depends upon the practical
knowledge. It has been evaluated that form initial develop their operations and function on local
market along with expanding knowledge and proceed to foreign markets (McPherson, Mehos
and Denholm, 2020). Moreover, selection of these markets has been analysed by the
psychological distance. And this distance is formed with the combination of two factors, static
aspects and dynamic aspect.
The network approach: this have utilise while establishing a network of relation with
entities of same industry and this has been contributes in the increasing expansion to foreign
market. This reflects that how company's resources, operations and market competitors
influenced the scale of internationalisation from the perspective of sole proprietorship and
corporate group.
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Application of the model stages and learning style on the Zara
Application of UPPSALA model : this model is used by the ZARA to expand the
business operations and activities in the new places across the globe. This helps in to take the one
by on gradual steps in order to reduce the risk level and when a company is strives for the longer
profitability and sustainability then this stand as the effective approach for the ZARA as well for
the other companies as well (Smales, 2021). With the use of this company get compete
autonomy in operations which has been conduct in foreign countries. Zara will get
internationalisation gradually or predetermine steps with the advance of knowledge as this has
been based on the practical knowledge of market.
Application of network approach: this approach is stand as best for the ZARA. This
model states the importance of the network while expansion of the business. And ZARA is
already an international brand that reflects the strong network connection and relation among the
parties that are involved in the business (Phelan, 2019). With the help of this ZARA can easily
and successfully implement the business at the new place in order to expand the entity
throughout the globe. A network in this ensures securing support of international operations but
research on enterprise and development of policies and strategies is essential for the successful
expansion. This will provides mutual support to of members to ZARA that are operating one
network.
Learning styles:
Learning styles is described as the wide range of the competing and contested theories
that aim on to the differences between the individual learning. This is also associated with the
way that how an individual is process and retain the information. There is various type of
learning styles are discussed below in relation to ZARA: VERBAL: verbal learners are also known as linguistic learners. It assist to learn through
the written and spoken words and are effective in the language, writing and reading.
These learners in the ZARA mainly read and rewrite the documentation in a effective
manner and and reword the main idea and principles for the deeper understanding that
results in to the formulation of effective policies and strategies for the better working of
an organisation. VISUAL: They are mainly focused on to use of images, maps and graphic organisers to
access and to understand the information’s. They are tending to learn the information that
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are delivered through pictures, videos or any other type of graphic presentation. ZARA
get them into the organisation that circulates the thoughts and ideas through the video
representation that replace the important words and information with the symbols and
initials that effectively provides the guidelines and directions. KINESTHETIC: These learners understand the information by the tactile representation.
They are tend to do the transformation process of taking information and formulate it in
building project (Vaid, Ahearne and Krause, 2020). They get the use of pictures and
photographs that illustrate and evaluate the idea in a effective way. With this Zara is able
to get the operations done in a effective manner that provides the productive outcomes.
 LOGICAL: These learners take the use logic and reasoning to understand the sense of
information they receive. They are effective in working for the solutions of the particular
problems, understand cause and effects and utilize libraries that helps in to understanding
of hierarchy. In context to Zara, these learners play a role of breaking large amount of
material and identify the ways to the relate. They provide support in to the make effective
decision with the help of analytical and logical reason.
REFLECTION
From the above I have learned about the models that have been utilised by the companies
for expanding the business in other countries. I have got deep insight about the models that are
uppasal model and the network approach and how they are applicable to the company which help
in to the expansion and growth. Along with this, I have enhanced my learning skills through the
analysis of learning styles which reflects that how, information is process and retain by an
individual. As by working within a team working efficiency and capability to processed better
working standards is developed and processed in successful manner. I have make better
contribution of my skills as per requirement and with this also learned a lot from the others
through which capability of learning is advanced in favourable manner.
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CONCLUSION
From the above analysis it has been evaluated that global marketing and selling refers to
the expanding business into the new geographical areas across the globe and for this there are
various approaches used by the companies in to successfully implementation of the operations
and activities to the other countries. Application of this approaches is to be taken in consideration
as according to the type and nature of the business and uppasal model is still relevant for the
expansion of business as this has been provides gradual steps and based on practical knowledge
which reduce the chances of failure. In addition to this there are various learning styles that are
adapted by the employees at a work place to make the better operation process and for the
effective outcome.
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REFERENCES
Books and Journals
Borders, A.L. and Lester, D.H., 2020. Sustainability challenges in marketing, sales, and other
business practices: Introduction to a Journal of Global Scholars of Marketing Science
special issue.
Borders, A.L. and Lester, D.H., 2020. Sustainability challenges in marketing, sales, and other
business practices: Introduction to a Journal of Global Scholars of Marketing Science
special issue.
De Mooij, M., 2019. Consumer behavior and culture: Consequences for global marketing and
advertising. SAGE Publications Limited.
Feng, C., Patel, P.C. and Sivakumar, K., 2020. Chief global officers, geographical sales
dispersion, and firm performance.Journal of Business Research,121, pp.58-72.
McPherson, M., Mehos, M. and Denholm, P., 2020. Leveraging concentrating solar power plant
dispatchability: A review of the impacts of global market structures and policy.Energy
Policy,139, p.111335.
Panizzo, L., 2018. Marketing and Sales Strategy for the North African Export Market based on
the International Sales Accelerator: A Study for an Italian Chemical Company
(Bachelor's thesis, Università Ca'Foscari Venezia).
Phelan, J.E., 2019. Teaching and Learning Cultural Metacognition in Marketing and Sales
Education. International Journal of Marketing and Sales Education (IJMSE), 2(2),
pp.18-29.
Shibata, S., and et.al, 2020. A Comparative Study of the Market Configuration of the Japanese
Pharmaceutical Market Using the Gini Coefficient and Herfindahl–Hirschman
Index.Therapeutic innovation & regulatory science,54(5), pp.1047-1055.
Smales, L.A., 2021. Investor attention and global market returns during the COVID-19
crisis.International Review of Financial Analysis,73, p.101616.
Vaid, S.S., Ahearne, M. and Krause, R., 2020. Joint marketing and sales appointment:
Uncertainty from intertwining of marketing and sales in one position. Industrial
Marketing Management, 85, pp.221-239.
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