Global Marketing Strategies: A Case Study on Barclays

This research proposal focuses on the role of global marketing strategies in enhancing the performance of multinational companies, with a case study on Barclays. The proposal includes a literature review, research methodology, and research objectives and questions.

Research Proposal on
Global Marketing
Strategies

Abstract
This research proposal included different varieties which is helpful for considering
major analysis of global management strategies in appropriate manners. Global marketing
strategies is helpful for recognizing the local infrastructure in an effective ways. A global
company needs the most various marketing management process in changing a name in
different platform. This research proposal contain the significant research methodology and
conducting primary and secondary data that is helpful for analysing the role of global
marketing strategies in an effective and appropriate manners. All is needed to providing a
relevant conclusion and an outcome in suitable manner.

Table of Contents
Abstract......................................................................................................................................2
Introduction................................................................................................................................4
Introduction............................................................................................................................4
Background............................................................................................................................4
Problem statement..................................................................................................................4
Purpose of the research..........................................................................................................5
Research Objectives and Questions.......................................................................................5
Literature Review.......................................................................................................................5
Introduction............................................................................................................................5
Literature Gap........................................................................................................................8
Research Methodology...............................................................................................................8
Introduction............................................................................................................................8
Research philosophy..............................................................................................................8
Research approach.................................................................................................................9
Research design......................................................................................................................9
Research sampling.................................................................................................................9
Data collection.......................................................................................................................9
Data analysis........................................................................................................................10
Ethical considerations..........................................................................................................10
Reliability and validity.........................................................................................................10
Time Plan.............................................................................................................................10
Conclusion and outcome..........................................................................................................11
References................................................................................................................................13

Introduction
Introduction
The term global marketing strategies, required the considerable investment in the
terms of money, resources, manpower for defining major understanding in different type of
market. Furthermore, the use of different countries, culture and having local traditions for
managing different marketing strategies in an effective manners. With the help of different
global marketing strategies from several countries to make effective countries. It is all related
to planning, creating, and positioning in a global marketing process (Randrianasolo, 2021).
This research proposal choose the Barclays Company for analysing the different global
marketing strategies in significant manners. Barclays bank, is the universal bank which
operated headquartered is in London, England. Barclays mainly operated as two major
divisions that is supported by different services company at UK and international levels. This
research includes the introduction phase of the research, Literature review and methodology
for the completion of the study in an effective manner.
Background
The different marketing management strategies are helpful for the different countries
in an appropriate manners. Global marketing strategy is encompass the different countries
from several times and make global marketing efforts for analysing the management process
in suitable manner. With the help of integrated marketing communications for analysing
management to consistency positive revenue and make benefits because of reinforcement for
analysing unique features with different kind of benefits. It would be helpful for considering
different major changes in appropriate growth in the world (Sharma and Shrivastava, 2021).
There are different ways which are helpful for completing effective competitive marketing
strategies in an appropriate ways. In addition to that, there are different challenges and roles
that make the new views that are depending on products, customers for the growth of
particular markets.
Problem statement
In order to complete this research, investigator faced the major issues related to
having a clear objective and aims. Further, this research is able to work in different manners
and achieve appropriate management profile. For completing this study, researcher face
communication, data analysis and interpretation process. In order to manage this, researcher
face major production seamlessly (Khan and Basak, 2021).

Purpose of the research
The main purpose of the research is to find the main role of global marketing
strategies in different manner and use of multinational companies. There are different
management process and make systematic enhancing performance for their growth in major
analysis within the study of Barclays. All of these are helpful for conducting this study and
gather the large information related to global marketing strategies and its role, as all of these
information would be helpful for the other companies as well (Gerlitz, Meyer and Prause,
2021). This study help the researcher to gain more information and know the process of the
bank at international and domestic level.
Research Objectives and Questions
Research Aim: "To identify the role of global marketing strategies on the multinational
companies to enhance their performance. A case study on Barclays".
Objectives:
 To analyse the meaning and importance of global marketing strategies within the
organisation.
 To determine the role of different Global marketing strategies for enhancing the
performance activities in Barclays.
 To identify the challenges faced by Barclays while implementing global marketing
strategies.
Research Questions:
 What is the importance achieve by the companies when they are adopting global
marketing strategies?
 In what ways Barclays enhanced their performance and productivity by adopting
global marketing strategies?
 What are the challenges faced by Barclays while implementing global marketing
strategies?
Literature Review
Introduction
A literature review is helpful for study the secondary data research on a selected topic.
The survey which is conducted on the basis of literature review survey, articles, books and
other sources that are relevant to the research topic. This study is helpful for gain the

information related to global marketing strategies and its role within the chosen international
bank, Barclays. The main importance of this section is to gain an understanding with the help
of existing researches or debates of the particular topic and then present that understanding
into the written report for the readers (Saleem and et.al., 2021). There are three major
questions which are needed to be fill up and overcome the literature gap.
What is the importance achieve by the companies when they are adopting global marketing
strategies?
As per the view point of Benson (2021), Global marketing is one of the
important and beginning, middle and end of business organize, create, positions and services
on the global scale. With the use of social media platform, websites and online tools for the
growth process of global marketing (Global Marketing: Everything You Need To Know,
2021). There are different benefits that can be used and achieve by the global marketing
strategies which are explained below:
 Increase the quality: When the use of business expand its nature is helpful for gain
the new market and achieve more knowledge. There are different tools which make a
strategic growth and possibilities to manage the quality and provide faster peace in the
manageable opportunities for the growth of business activities.
 The familiarity of the brand image: This will get the familiarities around the world
and able to achieve the productive approach with good brand image. The use of global
marketing is helpful for the companies to gain the appropriate brand image and
manage the possibilities for considering different factors and gain appropriate
challenges in the good brand image (Jain, Mishra and Mukhopadhyay, 2021).
 Lesser cost: By establishing a brand in the market is helpful for acquire more
consumers and get familiarized in the market, then it will be helpful for them to work
at global level. There are different management which are helpful for considering
effective changes and make lesser cost and more savings in the account of company.
 Influence and scope: The impact of global market is helpful for getting an impact on
the culture influence and power that can be beneficial for the society. All is helpful for
generalising the statement and achieve the success and increased the size of their
operational activities in the market (Makrides and et.al., 2021).
In what ways Barclays enhanced their performance and productivity by adopting global
marketing strategies?

As per the views of Benson (2021), there are different marketing strategies which are
helpful for enhancing the new market growth and achieve the new market with the
international footprints. The role of global marketing strategies are related to achieve
effective success in future and enhance the opportunities in the market. This would be
analysed and helpful for considering effective strategies for the use of successful global
marketing. These strategies are related to different feature of Barclays as they are adopting
the right strategy for expanding their business in the global market approach.
 Make a well-recognized brand: For the successful business global marketing
strategies plays a role for analysing in effective strategies and achieve the well-
recognized brand in the marketing. Curiosity arise within the other countries are able
to available and achieve success in their products (Le and Ratten, 2021). All is needed
to be considered and make effective growth within the market to gain competitive
image and addressing in efficient services.
 Make a successful marketing plan: With the help of proper investigation, achieve
them in higher growth and success will be helpful in effective marketing plan. This
will provide the successive growth and research collection in significant manner.
 Personalize the promotions: With the use of effective marketing strategies and
personalized performances, a product and service can be launched in an effective and
significant manner. This is more significant and appropriate for the use of global
digital marketing techniques and gain the strength which are helpful for achieving the
right and significant growth in the market (Jain, Mishra and Mukhopadhyay, 2021).
 Use the correct technologies: When working on the most popular social media
platform, imperative business is applicable for the use of society and achieve the
success measures and desired audience in the terms of right use of technologies. The
use of right techniques and machines it would be helpful for the Barclays company to
work and make appropriate image in the significant use.
What are the challenges faced by Barclays while implementing global marketing strategies?
As per the basis of Benson (2021), different marketing challenges face by the
marketing strategies in significant manner. While implementing global marketing strategies
in significant manner for analysing different marketing strategies. All of these are helpful for
generating right strategy and achieve effective profile at global marketing concepts. Some of
the major challenges are associated with, No market no sale, which means if the international

market has no significant aspect on the international market. Then effective marketing
strategies will be helpful for considering different challenges at less sales volume. Another
challenge for the market is related to more business risk that is related to the more financial
risk. Company’s marketing strategies will be helpful for considering different values, cultures
and languages with the appropriate manners. In last, company like Barclays faced the
challenge for having different culture, rules and languages in an effective manners (Kusawat
and Teerakapibal, 2021).
Literature Gap
When it comes to the significant growth and success of the global marketing
strategies, then it can be said that the use of these strategies are provide the significant aspects
and growth of the company at international level. While working in the multinational
company, it can be analyse that the use of right strategy must be helpful for the growth and
achieve higher performance in the market and can be applied to the larger market segment
(Mousa and et.al., 2021). This section help in analysing and enhancing the information
related to global market and its strategies for the company like Barclays.
Research Methodology
Introduction
Research Methodology is the specific procedure or techniques that can be helpful for
identifying, collecting, memorising and analysing the information for the selected case study.
This section allow the researcher for gathering different type of information for validity and
reliability in an effective manner that is helpful for the case study (Chivanga and Monyai,
2021). This is helpful for development of the work research and developed for the growth in
more detailed to research analysis for achieving the goals in an effective manners.
Research philosophy
A research philosophies refers to the different to belief the nature and make
investigated in significant manner. There are mainly two type of philosophy that is positivism
and interpretivism. Positivism philosophy assume the knowledge for identifying effective
subjective manners. Whereas, interpretivism claims that the researcher is able to their own
perception for understanding the quality in an effective manners and understand the nature of
reality. Hence, the researcher use the positivism philosophy as it will be helpful for the
scientific and resulting manners. This will be helpful for managing systematic growth and
achieve the research philosophies in an effective manners.

Research approach
After choosing the right research philosophies, research approach for suggesting in an
effective manners. There are two main approaches that is related to the .deductive and
inductive approaches. Deductive approach is helpful for conducting positivism approach as it
is interrelated to the quantitative research methodology. On the other hand, inductive
approach is helpful for conducting interpretivism approach as it is analysed on the basis of
qualitative research methodology (Hellman, 2021). In this present study, researcher choose
the deductive approach as it will be helpful for them to work and investigate on the chosen
research questions and achieve the objectives in an effective manners.
Research design
In order to conduct the research, there are different strategies which are helpful for the
researcher to complete their approach and make authenticity in the research. Action research,
experimental research, interviews, surveys, case study are the major example of the research
strategies. As these are helpful for the researchers to conduct the research in an effective
manner. In this present study, researcher choose the case study analysis approach with the use
of survey and questionnaires. This represent the quantitative research method analysis in an
effective manners.
Research sampling
Research sampling is the method which provide the respondents to the researcher
from the large population size. In this present study, researcher is able to complete the
questionnaire with the help of questionnaire. This is related to sampling method, as there are
two type of sampling probabilistic and non-probabilistic sampling method (Ndenje-Sichalwe
and Elia, 2021). Researcher choose the probabilistic sampling method as it is helpful for
providing accurate and reliable data. The chosen sample size for this present study is 40, and
the chosen respondents are the employees of the Barclays Bank. They are chosen because
they are aware with the right global marketing strategies and its impact on the bank and its
performance.
Data collection
There are two main types of data which are helpful for completing research and gather
the primary and secondary sources. These two are quantitative and qualitative research data
collection methods. This layer explain the data methods and those ways which are helpful for
collecting data. In this research, researcher use the primary and secondary data for collecting

data and complete the research. Primary data is the direct method which helps in data
collection through the direct sources like questionnaire. On the other hand, secondary data is
helpful for collecting the pre-existing data in significant manners. In this study, as the
researcher opted both methods but majorly focus on the quantitative research approach for
making more attractive and charts based research.
Data analysis
In order to complete this research, researcher is able to analyse the data and make
systematic ways for analysing the data in a significant manners. Here, the investigator choose
the primary data through the use of questionnaire that are obtained with close ended questions
related to the global marketing strategies (Thomas, 2021). On the other side, for the use of
secondary data, investigator use the research and gather the different information related to
online sources, data, publishers, Journals and many more ways. That provide the pre-
established data about global marketing strategies and its role on the chosen bank.
Ethical considerations
For completing the research, it is very important for the researcher to complete all the
activities on the basis of ethical consideration. It is helpful for completing study on time and
get effective data sources while collecting primary and secondary data sources. This is
basically related to fill the consent form, use data protection act, safety protection, using new
standards related to keep the primary source data and many more. All of these acts are fulfil
by the researcher as these are important for completing research on time with effective and
ethical manners.
Reliability and validity
These two terms reliability and validity of the data, as these are essential and helpful
for completing research on time and manage appropriate need for the growth in significant
manner. For conducting a reliable and valid data, the researcher opted the questionnaire and
sampling method. That means they are able to collect the primary data with full of
authenticity and in valid ways. These two terms are helpful for generating and managing data
and provide the uses for manage the probabilistic data source and achieve the pre-planned
objectives in order to gain the significant sources (Toledo-Orozco and et.al., 2021).
Time Plan
Time plan is described for the time which are needed to completion of the project.
There are two type of time plan which are used by many of the researchers that are cross

sectional and longitudinal. Cross sectional is helpful for the study which are already
established and the data must be collected for the concerned of the research in an effective
ways. On the other side, longitudinal data collection is helpful for refereeing the collection
process over the extended period of time. Hence, the researcher choose the cross sectional
time period and will be able to complete research project on time. For this, researcher choose
the Gantt chart method and adopt the techniques in an appropriate approaches. Gantt chart is
the basic activity which provide the general direction to the researcher for adopting and
managing all the activities in the desired time period and achieve them for the success of the
research.
Conclusion and outcome
From the above research it is analysed that the global marketing strategies are very
helpful for the company as they make the path for them to run their company and its services
in global market. The company may try to develop a deep understandings about the use of
global market, but with the help of global marketing strategies they are able to perform and
enhance their activities in an appropriate manners. With the help of a pure global marketing
strategies, different products, policies and procedure are helpful for advertising the theory and

standardized their expectation. The choice of different marketing strategies is totally depends
on the company and its organisational structure. It may include the product, advertising,
branding and different other factors for the growth and productivity nature of the company.
After completing the related outcome of the research proposal is that all the desired
objective which are associated with the research topic are met during the research. Further,
the researcher is able to consider the different marketing segments and provide more volume
to the company and just make easier approach in the market. All of this is helpful for
enhancing researcher’s performance and generate different skills for using business
management functions. Various international laws and ability to work in the dynamic nature
and make marketing for the use of several different cultures and languages is helpful for the
researcher to work in different managerial process and skills.

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Online
Global Marketing: Everything You Need To Know, 2021. [Online]. Available through: <
https://www.techfunnel.com/martech/importance-of-global-marketing-strategies-for-
businesses/>.