International Marketing: Drivers of Globalisation, Global Environment, and Market Entry Strategies for Nike in Guinea

INTERNATIONAL
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1.Evaluation of how drivers of globalisation could help Nike, Inc. expand in the new market
................................................................................................................................................1
P2. Nature of global environment..........................................................................................2
P3. Target markets for Nike within Guinea............................................................................4
TASK 2............................................................................................................................................5
P4. Global international strategy for Nike..............................................................................5
P5. International market entry strategy that would help the firm to grow in Guinea market.5
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
International marketing refers to the practices of the principles of marketing in more than
one country (Papadopoulos and Heslop, 2014). This is the marketing on international scales
reconciling of commercial advantage of the international operational similarities, differences and
opportunities for achieving the overall objectives, The assignment below is based on Nike, Inc.
which is one of the biggest multinational corporations of the world headquartered near
Beaverton, Oregon. The firm deals with foot wears, equipments, apparels and accessories
globally. The assignment includes introduction of a new product of Nike, which is 'Nike Roller
Skates” and the firm is planning to sell this new product in Guinea, which is a country in West
Africa. The report undertakes a critical understanding of global environment's nature, major
trends, social and cultural conventions affecting global decisions and critically evaluated market
entry process of Nike,
TASK 1
P1.Evaluation of how drivers of globalisation could help Nike, Inc. expand in the new market
Nike, Inc. is a globally acknowledged firm having already established in various
countries in the past. With effective marketing strategies and top quality products, it has captured
the market of many countries successfully and drove out its competitors. Globalisation has its
impact on the world lately, and in Guinea, drivers of globalisation could help the firm to expand
itself in the country to sell its roller skates. These drivers of globalisation are mentioned below: International Trade:
The exchange of goods and services, and capital between countries can be termed as
international trade (Hakansson, 2015). These trades are very essential for accelerating a country's
polity, economy and society. Currently, Guinea is experiencing instability in their economy. The
economic performance of the country is very poor. This can be an advantage for Nike as it can
contribute towards stabilizing the economy of the country by increasing trade of its products and
services within the nation.
1