Marketing in an international environment - Globe International

Marketing in an
international
environment
GLOBE INTERNATIONAL

Introduction
Purpose- To evaluate the attractiveness of Indian market as
an international market expansion strategy for Globe
International.
Scope- A brief analysis of the various micro and macro
environmental aspects linked with the Indian Market with a
focus on PESTLE analysis, competitor analysis, market
segmentation and target market.

Company Background
Name- Global International
Founded in the year- 1985
Background- producer & distributor of specialist products such as purpose-built
footwear, skateboard hard goods and apparel.
Business- categorised into distributed brands, licensed brands and proprietary
brands (Hoovers, 2018).
Presence- International (over 100 nations)
Promotion strategies used for success- constant tours, promotions, magazine
advertising and video ads.

Strengths and Weaknesses
Strengths Weaknesses
1. Extensive distribution strategies and
customisation strategies that focuses on the
unique demands of customers all over
different market segments.
2. It is constantly innovating its product
portfolio as well as adding new market and
customer segments for expansion and growth.
1. It has limited branding and advertisement
strategy.
2. It is popular among its loyal customers,
very few people are aware of the
company’s brand name and recognition is
low.