Global Marketing Strategy Analysis

This assignment examines the principles of global marketing strategy, focusing on distribution channels, product life cycle management, and segmentation, targeting, and positioning (STP) analysis. Students are required to analyze real-world examples and apply these concepts to understand how businesses effectively navigate international markets.

Global Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1 ...........................................................................................................................................3
Q.1 How do we formulate objectives?...................................................................................3
TASK 2 .........................................................................................................................................14
Q1.Standardisation/adaptation..............................................................................................14
Q2.Pricing strategies.............................................................................................................15
Q3.Distribution frameworks.................................................................................................15
Q4.Product Life Cycle..........................................................................................................16
Q5.STP(segmentation, targeting and positioning)...............................................................17
TASK 3..........................................................................................................................................19
Q1. Do we need to choose a specific city (location) in the host country?...........................19
Q2.Entry mode.....................................................................................................................20
CONCLUSION..............................................................................................................................20
REFERENCES .............................................................................................................................21

INTRODUCTION
Global marketing is a process in which business organizations offer their services to the
customers into another country. For this, companies have to follow different marketing strategies
so that they can attract number of customers from all over the world. The enterprise will be able
to improve their brand image in domestic as well as international market. Through this, the firm
can sustain its competitive advantage in the market than any other market leaders. Along with
this, they have to retain their employees and their skills so that quality services can be delivered
to the consumers (De Mooij, 2013). The present report is based on Uniqlo which is a retail
industry. They are planning to offer their services throughout the world so that they can increase
their revenues and improve their image in the market. The below mentioned report is based on
the global marketing which explains the objectives of the company so that they can provide their
products throughout the world. Along with this, they also establish and promote online shopping
within the Mexico city. Further, some of the theories and models are explained in detail (Cannon
and Yaprak, 2014).

TASK 1
Q.1 How do we formulate objectives?
Objectives Proposed marketing
strategies & tactics
Additional info
To reach sale of £1m in the
first 12 months
It is important for Uniqlo that
if firm's want to set a new
business in Mexico they can
make a marketing plan which
can help to attain their
desirable objectives:
Organizational objectives:
This is the first stage of a
marketing plan where Uniqlo
required to set their SMART
objectives (Wu, 2011).
Specific: It is clear that
business organization is reach
£1m sale in the next 12
months.
Measurable: Company can
measure these target
according to their detailed
market research from various
sources and their capabilities
(Griffith and Hoppner, 2013).
Agreed: Marketing manager
of Uniqlo make sure that all
staff of the company will
know and aware these targets
and marketing manager will
make precautionary steps if

they can not attain their
monthly target.
Realistic: Organization is
know that these target can
achievable because their
having resources and
capabilities which can help to
attain these target on the given
time period.
Time constraints: Time is one
of the important element to
achieve their £1m target (De
Mooij and Hofstede, 2011).
For this, they can set monthly
target and develop their
market strategies accordingly.
Assessing firm's resources:
Market plan can influenced by
various internal and external
factors of the organization.
Firm's resources and
capabilities such as
production, employees,
finance, technology and so on
are available at any time
which can help to attaining
their goals effectively.
Evaluating market
opportunities: In this stage
they analyse and evaluate
their external and internal

business environment which
can help to overcome their
potential risk in near future
(Haffar, Al-Karaghouli and
Ghoneim, 2013).
Marketing strategies: This is
another important stage where
the role of marketing manager
is too important, because he
can set and developing all
marketing strategies in order
to increase their sales
volume.
Implementation and control:
This is the last stage of
marketing plan where Unique
can focus on overall
marketing strategies and plan
which can increase in the
productivity and deficiency of
the company and attain their
goals (Powers and Loyka,
2010).
To attract 2m visitors to the
store in the first 12 months
This is the second objectives
of the company which is
related with the attracting 2
million visitors in the next 12
month at Mexico city. For

this, Uniqlo is required to use
marketing mix strategies
which can help to increase the
customer footprints in the
store:
there are the following
marketing mix elements of the
company;
Product: Uniqlo is offering
fashionable clothes with high
quality at the lower price
(Kolk, 2014). Their product
line is quite large which
provide different style, colour
and unique product as
compare to its competitors.
Price: This is another
important element of
marketing mix. Uniqlo can
use various pricing strategies
in order to attain their yearly
target. For example, they can
use penetration pricing
strategy in order to maximise
their revenue and offer
premium product to their
niche segment (Chu and Choi,
2011). Apart from that they
can also use economic pricing
strategies which can provide a
competitive position in the

Mexican market and it can
leads to increase their sector
share as well.
Place: In this element,
company requires to increase
their distribution network
across Mexico city. It requires
large amount of money to set
their distribution centre at the
strategic locations such as
Moll, super market and other
strategic locations of the city.
They can also use online
platform which can increase
its sales and profitability of
the company (Dimitrova and
Rosenbloom, 2010).
Promotion: Uniqlo is one of
the leading brand in Japan
which can provide a davnatge
over other companies. If
business organization wants to
attain their target on the giver
time frame, they required to
increase expenditure in the
promotional activities (Hill,
Cronk and Wickramasekera,
2013). There are various
promotional tools and
techniques such as
advertising, sales promotion,

direct selling and public
relation which can be used by
Uniqlo in order to increase
their presence in the market.
Store opening Uniqlo want to increase their
presence in the Mexico city,
for this company required to
expand their business in the
market through opening new
stores. There are four types of
stores which can help to
increase their distribution
network in the country:
Shopping centre: This is one
of the most attractive way
where company can increase
their sales. Uniqlo required
that they can open their store
at the large shopping malls
and centre where large
number of visitors are
available (Kasemsap, 2015).
Suburban road stores: This
is another kind of store which
can help to increase firm's
goals and objectives. There
are various suburban area in
the country which can provide
a good opportunities for the
company. Uniqlo can open
their store on such places and
It is important for Uniqlo that
before the store opening, they
have to focused on the
promotional activities.
Marketing manager of the
company can contact with the
media like electronic, print and
social media and advertising
their brand and give the
information about their stores.
Apart form that they can also
sent invitation mail to their
existing customer and vendors.

offer their product at the
reasonable price, it can
increase firm's sales and
market share.
Urban street store: In this
type of store business
organization can open their
exclusive store in the city. In
such kind of stores location is
one of the major factor.
Therefore, company can select
strategic location such as
premium places, shopping
mall, shopping market which
can help to increase their
revenue and target.
Other stores: In this store
Uniqlo can contact with local
store operators to sell their
product. In this type of store
company can provide lower
range of product to their
customer.
Brand awareness and
recognition – to create brand
awareness and brand
recognition so that 10% of the
market recognises Uniqlo.
Brand awareness is essential
for Uniqlo in order to increase
the recognition brand identity
of the company and their
product in the consumer mind.
So that, business organization
can increase their presence in
In Mexico, there are various
famous sports such as
bullfighting, football,
basketball, rugby and so on.
Uniqlo can provide
sponsorship of these sports and
attract large number of

Mexico and achieve its goal
(Douglas and Samuel Craig,
2010). There are following
marketing strategies which
can be used by the company:
Use social media: In the
present era, internet is provide
tools which can help to aware
and promote company's brand
and product in effective
manner. There are various
online platforms such as
Facebook, Twitter, Instagram,
You Tube and so on. For
example, company can launch
their new product range and
conduct feedback and
comments through such
platforms. It will improve
product and its quality in near
future.
Focus on digital and
traditional approached:
Brand recognition required an
effective communications
tools and techniques such as
local and national newspapers,
magazines, radio etc. which
are traditional methods and
cost effective approaches can
be used to promote Uniqlo
customers at a time. Apart
from that Mexican people
having various traditional
festival which can be
sponsored by the company.

brand and its product and
services. The advantage of
such promotional tools is that
these techniques are more
connected with the public of
Mexico as compare to other
media platforms. Apart form
that they can also use
electronic media which can
also support company
branding campaign
effectively.
Sponsor public events: This
is one of the best method of
brand awareness. In this tool
Uniqlo can sponsor any local
or national events such as
sports event, traditional event
and other events which can
help to promote their brand
name in to the public. Apart
form that they can also
provide sponsorship to local
charities which can help to
create an ideal image of the
company (Hassan and Craft,
2012).
To establish and promote
online shopping within the
Mexico City market
Uniqlo wants to increase their
business through online
shopping and promote its
brand and products. There are

various marketing strategies
for promoting online sales
which can be used by the
firm's:
Pay-Per clock advertising:
This is one of the best
approach which can help to
encourage customer to buy
firm's product. This methods
is more expensive as compare
to other methods. In this
methods company can pay a
fee for clicking ad on google
and other search engine.
Mailing list: This is known as
email marketing which can be
used by the company. In this
tool business unit can send a
mail about firm's offer which
can leads to increase sales of
the organization. For example,
'sign up and get 20% discount
on your next sale'
Content marketing: This is
another innovative tool of
marketing where company
producing blogs, articles
photo and infographics which
can appeal firm's target
customers. For example,
Uniqlo can write a blog for

upcoming festive season like “
the most attractive outfits for
office party.
PR: This is another strategies
which can help to attract
customer and increase the
sales. In this strategy Uniqlo
can focus on the magazines,
articles and blogs which is
concentrate on the company
target market. For example,
write a blog or article in the
national newspaper which can
apeals their different
segment.
TASK 2
Q1.Standardisation/adaptation
Many business organizations adopt some strategies so that they can offer their services
throughout the world. This is the responsibility of Uniqlo to manage all the services and
strategies so that overall satisfaction can be increased among customers. When any firm offer
their services in all over the world then they have to deal with some issues and challenges. So for
this, they can adopt some elements of marketing mix in order to ensure the quality of those
products. Manager has to make some decisions regarding to the elements of marketing mix so
that an effective marketing strategy can be made (Sun, Bauer and Beichel, 2012). These elements
are:
Product: Product is the commodity that is consumed by the person so that they can fulfil
their need and demand. For example, Uniqlo can offer cloths to the people of Mexico city and
they are mainly focuses on the women clothing. It is the responsibility of the manager to offer
services to the consumers so that customers loyalty can be increased. Product standardisation is

an approach that is used by the company when they offer their goods at global level. Along with
this, when they offer their services in Mexico city then they have to adopt the culture of that
place so that customers satisfaction can be increased. Now, the firm have to decide the level of
adoption of product and it is based on various factors such as packaging, brand name and colour
of that product (Product Life Cycle. 2015).
Price: This variable is related to the amount that is paid by the consumer on the behalf of
the products so that they can fulfil their need (Dibb, 2010). Standardisation and adaption of the
price is depends upon various factors such as consumer preferences, their disposable income and
so on. The executive director of Uniqlo has to set the standard price and that should be followed
by the manager. Through price adaptation the firm will be able to get many benefits. For
example, if seller sale at higher price and buyer buy at lower price.
Promotion: Promotional activities are used by the marketing manager so that Uniqlo will
be able to attract number of customers towards their services. Promotional activities such as
internet, advertisements, direct selling should be standardised and adopted by the manager.
Standardisation of promotion means same strategies are used by the firm in all over the world.
Q2.Pricing strategies
Uniqlo can use different pricing strategies in order to generate more profits and revenues
so that the firm will be able to get success in the international market (Fouquier, Atif and Bloch,
2012). Some of the strategies that can be used by the business organization are:
Value based pricing: Uniqlo can use value based pricing strategy so that customers will
be able to get the value for their money (Sy and Mascle, 2011). Through this strategy, the firm
will be able to attract number of customers towards their services so that all people will be able
to fulfil their demand according to their budget. Manager has to conduct a research in the market
so that he can identify the expectations of the customers towards the products. There are some
benefits that are attached with this approach such as firm can attract consumers and through this
they will be able to generate more revenues.
Penetration strategy: This is an another pricing strategy that can be used by the business
organization when they offer their services in Mexico city. On the basis of this, firm can launch
new products in the city with low prices so that the retail industry can secure their market share.
Along with this, they can perform well than their competitors and they can act as a barrier for the
new entrants (Stark, 2015). The organization can get benefits from this strategy such as large

customer base can be created, it improves the overall efficiency of the firm and growth can be
improved.
Standardisation strategy: This strategy can be used by the enterprise when they are
providing their services throughout the world. Through this, the manager will be able to attract
number of customers and brand image can be improved at global level. Through this economies
of scale can be improved of the company.
Q3.Distribution frameworks
Uniqlo can use many distribution channel in order to deliver the services to their
customers in an efficient manner (Luttropp and Johansson, 2010). Customers are focused on the
products that they are getting from the company as well as the channel that how they get those
products. An appropriate channel can be used by the firm such as:
 Consumers can directly purchase the services from Uniqlo through their store and outlets.
Along with this, customers can get the services from the online store of the retail
industry. Through this they will be able to get the goods at lowest prices.
 In another method, companies can sell their products to the wholesaler who can buy the
goods in bulk at some discount. After that customers can buy the products from the
wholesalers but here they will get those products at higher prices than manufacturer or
producer.
 In another method, Uniqlo can sales their goods to wholesaler and retailer can purchase
the products from them. After that customers can buy the commodities from the retail
store so that they can fulfil their demand and need.
Uniqlo offer their products on their online store so this is the more appropriate method that can
be used by the business organization when they offer their services in Mexico. Through this, they
can provide their goods at global level and their brand image is get improved. Along with this,
they can also attract number of people from all over the world.

(Distribution Channel, 2017)
Q4.Product Life Cycle
Product life cycle is an important concept of the marketing that deal with the different
stages of the company. These are related to the products of Uniqlo that they are going to offer in
Mexico. Stages are going to start from the introduction of the services in the market to their
decline stage. These are as follows:
Introduction stage: This is the starting stage of the firm when they are going to launch
the products in Mexico. The manager of Uniqlo has to conduct a survey in the market so that so
he will be able to examine the needs of the people of the respective country. After that marketing
manager develop the commodities by using some strategies like marketing mix and launch that
into the country. For example, here the retail industry is going to offer clothing to the people of
the place (Global Marketing. 2012.).
Growth stage: This is the second stage where company can use some promotional
activities such as advertisements on newspaper, social networking sites such as facebook, direct
selling. Through these, Uniqlo will be able to attract number of people towards their services.
Sales also get increased in the market so the retail industry can sustain its competitive advantage
in the market.
Maturity stage: At this stage, products are now get establish in the firm and now the
manager is focuses on they market share so that they can improve their position in the country
than any other market leaders (Pelletier, Pirog and Rasmussen, 2010). For this, the enterprise can
add some unique features in the existing products and services. For example, firm can use some
Illustration 1: Distribution Channel, 2017

approaches such as product development so that new product can be developed in the new
market.
Decline stage: This is the last stage of the product life cycle where sales is get decreased
of the business organization. This phase came after the saturation in the market because people
want some products that have some unique features. If consumers will not be able to fulfil their
demand then they can prefer to switch onto another product. Here, at this level Uniqlo can
harvest the product by reducing the cost of the products and offer those to the customers at some
discount.
(Product Life Cycle, 2017)
Q5.STP(segmentation, targeting and positioning)
STP is a model that is used by the marketing manager of the organization so that they can
fulfil the needs of the different customers. This model is stands for segmentation, targeting and
positioning. This is a process in that the manager segment the market on the basis of the
behaviour of customers, location, demographic variable and then on the basis of that enterprise
target their respective customers. Through this, the firm will be able to satisfy the different
demands of the different consumers (Segmentation, Targeting and Positioning Model. 2017).
Segmentation: In this approach, manager segment the market on the basis of the different
demands of the different customers. In this, the manager of Uniqlo divide the people of Mexico
into some group on the basis of their need and characteristics. Segmentation can be done on the
basis of: Geographical location: In this, the manager divide the market on the basis of region,
area, city and state. He make strategies according to the different area so that overall
performance of the firm can be improved.
Illustration 2: Product Life Cycle, 2017

 Demographic variables: Manager segment the market on the basis of some variables such
as age, gender, income, status and so on (Sherwani and Usmani, 2010). So the different
strategies can be formulated and all people will be able to satisfy their demand. For
example, here Uniqlo segment the market on the basis of the gender and they offer more
products to their women customers. Psychological: Market is divided on the basis of lifestyles, social class, interest and
personalities. So that all people will be able to enjoy the services of the company.
 Customer behaviour: At last market is going to divide on the basis of the behaviour of the
customers like how they use the services and how much they are loyal towards
companies services.
Targeting: At this level, the manager target their customers after segmenting them into a
group. The manager of Uniqlo can use the marketing campaign in the Mexico so that they will
be able to attract number of customers towards their services. For example, the retail industry
have to perform these according to the segmented market so that sales can be increased.
Positioning: This is the last stage where the manager have to focus on the companies
brand image. The main aim of these industries is to offer valuable and quality services to the
customers better than their competitors. Along with this, the firm also identify the reviews of
their customers so that their satisfaction level can be increased.
(Segmentation, Targeting and Positioning, 2017)
Illustration 3: Segmentation, Targeting and Positioning, 2017

TASK 3
Q1. Do we need to choose a specific city (location) in the host country?
It is important for Uniqlo that to choose a specific location for their new store in order to
increase company sales. There are various famous malls and street in the city, but Perisur is one
of the most attractive shopping centre in the Mexico city. It is located centre of the city which
can provide strategic location for the company. There are various factors which requires to
considered in the selecting an appropriate location in the host country. Location played a
significant role in the success of any business unit. There are following factors which can
considered by Uniqlo in selecting Perisur for their new store:
Demographics: It is one of the important factors which can help to selecting a suitable
location in Mexico city (Cao and Folan, 2012). Business organization can choose Perisur
because it suit their target market. Because in this shopping centre local and foreign visitors are
coming to visit this place which can help to increase sales and revenue of the company.
Foot traffics: In retailing business foot traffics extremely important in order to attain
firm's goals and objectives. Uniqlo is required to choose a premium location in high traffic area
of the city. It can increase opportunities of sales of the business organization which is the
common goal of each and every business unit.
Brand image: Uniqlo is one of the popular brand in the world which can provide a
strategic advantage of a the company. If company can open their store at a normal location it can
adverse impact on the brand image which is not good for them . Therefore, organization is more
concentrate on the location which can provide business opportunities and competition.
Q2.Entry mode
Uniqlo can make their entry in Mexico city through franchising approach. This comes
under the licensing strategy where franchiser give the ownership, branding that are needed to
establish the business at global level to the franchisee. It is the responsibility of the franchiser to
manage the brand image of the company in another country so that overall revenues can be
achieved. The person have rights to use the trade marks of the enterprise and along with this they
have to maintain the skill of their employees, improvements should be done in the firm in an
efficient manner (de Vries and de Boer, 2010).

There are some factors that should be consider by the franchisee. The person who is
taking franchising in Mexico they have to focus on the quality of the products of Uniqlo. The
manager should provide the training and development to the employees so that they will be able
to offer quality services to their customers. Along with this, the franchises should be successful
in the another country so that overall performance can be improved.
There are some advantages of this approach is that there is low risk and low cost entry
mode so firm can improve its growth in Mexico. Through this, brand image at global level can
be improved. On the other hand there are some disadvantages of this approach is that it takes
time in order to identify the franchisee, more cost is incurred in order to save the brand name and
enterprise faces some challenges related to the legislative laws of the respective country.
CONCLUSION
As per the above given report it has been concluded that it is too difficult for a
international company to operate their business activities in to host country. There are various
factors which can influence their business and its profitability. This report is related with Uniqlo
who wants to operate their business in Mexico city and how this company can attain their targets
in a given period of time. Apart from that, it also explain various marketing strategies such as
product, price, place and promotion can help to promote company brand and its product. Further,
it has concluded that how organization can use their segmentation, targeting and positioning
strategies in order to attract their target market.
REFERENCES
Books and Journal
Cannon, H.M. and Yaprak, A., 2014. Cosmopolitan-based cross national segmentation in global
marketing simulations. Developments in Business Simulation and Experiential
Learning. 28.
Cao, H. and Folan, P., 2012. Product life cycle: the evolution of a paradigm and literature review
from 1950–2009. Production Planning & Control. 23(8). pp.641-662.
Chu, S.C. and Choi, S.M., 2011. Electronic word-of-mouth in social networking sites: A cross-
cultural study of the United States and China. Journal of Global Marketing. 24(3).
pp.263-281.
De Mooij, M. and Hofstede, G., 2011. Cross-cultural consumer behavior: A review of research
findings. Journal of International Consumer Marketing. 23(3-4). pp.181-192.
De Mooij, M., 2013. Global marketing and advertising: Understanding cultural paradoxes.
Sage Publications.

de Vries, M. and de Boer, I.J., 2010. Comparing environmental impacts for livestock products: A
review of life cycle assessments. Livestock science. 128(1). pp.1-11.
Dibb, S., 2010. Market Segmentation Success–Making it Happen!. Strategic Direction. 26(9).
Dimitrova, B. and Rosenbloom, B., 2010. Standardization versus adaptation in global markets: is
channel strategy different?. Journal of Marketing Channels. 17(2). pp.157-176.
Douglas, S.P. and Samuel Craig, C., 2010. Global marketing strategy: past, present, and future.
In The Past, Present and Future of International Business & Management (pp. 431-
457). Emerald Group Publishing Limited.
Fouquier, G., Atif, J. and Bloch, I., 2012. Sequential model-based segmentation and recognition
of image structures driven by visual features and spatial relations. Computer Vision and
Image Understanding. 116(1). pp.146-165.
Griffith, D.A. and Hoppner, J.J., 2013. Global marketing managers: Improving global marketing
strategy through soft skill development. International Marketing Review. 30(1). pp.21-
41.
Haffar, M., Al-Karaghouli, W. and Ghoneim, A., 2013. An analysis of the influence of
organisational culture on TQM implementation in an era of global marketing: the case
of Syrian manufacturing organisations. International Journal of Productivity and
Quality Management. 11(1). pp.96-115.
Hassan, S.S. and Craft, S., 2012. Examining world market segmentation and brand positioning
strategies. Journal of Consumer marketing. 29(5). pp.344-356.
Hill, C.W., Cronk, T. and Wickramasekera, R., 2013. Global business today. McGraw-Hill
Education (Australia).
Kasemsap, K., 2015. The roles of cross-cultural perspectives in global marketing. Alcántara-
PilarJ. del Barrio-GarcíaS. Crespo-AlmendrosE. PorcuL.(Eds.), Analyzing the cultural
diversity of consumers in the global marketplace. pp.37-59.
Kolk, A., 2014. Linking subsistence activities to global marketing systems: The role of
institutions. Journal of Macromarketing. 34(2). pp.186-198.
Luttropp, C. and Johansson, J., 2010. Improved recycling with life cycle information tagged to
the product. Journal of Cleaner Production. 18(4). pp.346-354.
Pelletier, N., Pirog, R. and Rasmussen, R., 2010. Comparative life cycle environmental impacts
of three beef production strategies in the Upper Midwestern United States. Agricultural
Systems. 103(6). pp.380-389.
Powers, T.L. and Loyka, J.J., 2010. Adaptation of marketing mix elements in international
markets. Journal of global marketing. 23(1). pp.65-79.
Sherwani, A.F. and Usmani, J.A., 2010. Life cycle assessment of solar PV based electricity
generation systems: A review. Renewable and Sustainable Energy Reviews. 14(1).
pp.540-544.
Stark, J., 2015. Product lifecycle management. In Product Lifecycle Management (pp. 1-29).
Springer International Publishing.
Sun, S., Bauer, C. and Beichel, R., 2012. Automated 3-D segmentation of lungs with lung cancer
in CT data using a novel robust active shape model approach. IEEE transactions on
medical imaging. 31(2). pp.449-460.
Sy, M. and Mascle, C., 2011. Product design analysis based on life cycle features. Journal of
Engineering Design. 22(6). pp.387-406.
Wu, C.W., 2011. Global marketing strategy modeling of high tech products. Journal of Business
Research. 64(11). pp.1229-1233.

Online
Global Marketing. 2012. [Online]. Available through:<http://www.marketing-schools.org/types-
of-marketing/global-marketing.html>. [Accessed on 23rd February 2017].
Product Life Cycle. 2015. [Online]. Available
through:<s://www.tutor2u.net/business/reference/product-life-cycle>. [Accessed on 23rd
February 2017].
Segmentation, Targeting and Positioning Model. 2017. [Online]. Available
through:<https://www.mindtools.com/pages/article/stp-model.htm>. [Accessed on 23rd
Febraury 2017].