Glocalisation Framework and International Entry Modes for Global Marketing | Desklib

GLOBAL MARKETING

Table of Contents
TASK 1........................................................................................................................................3
TASK 2........................................................................................................................................4
TASK 3........................................................................................................................................5
TASK 4........................................................................................................................................6
REFERENCES................................................................................................................................1

TASK 1
Glocalisation framework: It is combination of two words global and local, glocalisation can be
described as the products and services which are developed and distributed globally but are
designed to also accommodate the users and consumers in local market. Glocalization
framework defines how the concept practically works, companies who adapt the glocalisation
maintains the standards at the global level and goes for the differentiation of products, services,
marketing, promotion, positioning etc. according to the local level (Kyriakou and Tsogas, 2022).
This frame work includes various different methods of global standards like economies of
scale for maintaining low cost and high production, also maintaining low complexity at the
global level and high speed global roll out by adapting a central application at the global level
which makes the work easy. And when it comes to the local level business try to remain close to
the consumers taste and preferences which is significant for the operations.
Benefits of think globally and act locally strategy: in this strategy, business tries to get the
access of the local market knowledge from various professionals and experts around the world.
This helps in gaining the expertise of how a local market works. The biggest benefit of this
strategy is the business expansion, it satisfies the need for expansion for the business by acting
according to the local requirements and thinking on a large level globally. This strategy
undertakes the economies of scale approach which means production at large scale and then
adapting differentiation of promotion, packaging and marketing, to gain the large scale profits
for the business (Clark, Reboud and Mazzarol, 2022). A great benefit of adapting this strategy
could be the value creation, this helps on creating value addition to the business by improving
the brand image, as when a company tries to adapt this strategy the localization, it helps establish
the relatability of the brand by trying to know the customers better.
A real business example: let's take an example to understand the concept of glocalisation in a
better way. Coca-cola is an American organization which is a beverage corporation working
globally. It has its operations in more than 200 countries. This company is in business since last
125 years making sugary drinks. Coca-cola combines globalization and localization to make its
strategy in order to maintain the business globally. It provides its ultimate attention to the local
taste, preference, branding, promotion, packaging and positioning, to attract the customers and
simultaneously it tries to adapt the measures which gives global message and ideas to remain