Challenges of Global Marketing and its Probable Solution
Added on 2023-01-12
31 Pages11341 Words85 Views
MBA Managerial Project
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Abstract
Main purpose of this dissertation is to analysis different challenges of global marketing and
its probable solution to enhance organizational growth. This is a main purpose of doing this
dissertation. In order to achieve this purpose, different activities was completed by researcher in
effective and systematic manner. Literature review refers to the important activity that was done
by using different number of secondary sources such as articles, books, magazines, publication
research, journals etc. All these are major and useful resources for researcher in collecting of
secondary data about the role of global marketing in context of business organisation, different
challenges of global marketing faced by company during establishing its brand image and ways
by which organisation can easily overcome from global marketing challenges. Research
methodology introduces another activity or chapter of dissertation that was completed by using
different number of methods and approaches. Systematic literature review was used by
researcher as a research strategy. This is a useful strategy that supported investigator in
collection and analysing of secondary data effectively and accurately. Data analysis is another
part of dissertation that was completed for analysing secondary information gathered for
literature review. This helped researcher in gaining of valid and reliable outcomes within limited
time period. Discussion was done by explaining secondary data and its relation with the
information analysed within data analysis chapter. At last conclusion and recommendation are
main part that supported investigator in explaining of entire information about the project in
short way. This section helped in analisation of research outcomes. Therefore, main purpose of
preparing this dissertation was achieved with the use of secondary data or systematic literature
review strategy.
2
Main purpose of this dissertation is to analysis different challenges of global marketing and
its probable solution to enhance organizational growth. This is a main purpose of doing this
dissertation. In order to achieve this purpose, different activities was completed by researcher in
effective and systematic manner. Literature review refers to the important activity that was done
by using different number of secondary sources such as articles, books, magazines, publication
research, journals etc. All these are major and useful resources for researcher in collecting of
secondary data about the role of global marketing in context of business organisation, different
challenges of global marketing faced by company during establishing its brand image and ways
by which organisation can easily overcome from global marketing challenges. Research
methodology introduces another activity or chapter of dissertation that was completed by using
different number of methods and approaches. Systematic literature review was used by
researcher as a research strategy. This is a useful strategy that supported investigator in
collection and analysing of secondary data effectively and accurately. Data analysis is another
part of dissertation that was completed for analysing secondary information gathered for
literature review. This helped researcher in gaining of valid and reliable outcomes within limited
time period. Discussion was done by explaining secondary data and its relation with the
information analysed within data analysis chapter. At last conclusion and recommendation are
main part that supported investigator in explaining of entire information about the project in
short way. This section helped in analisation of research outcomes. Therefore, main purpose of
preparing this dissertation was achieved with the use of secondary data or systematic literature
review strategy.
2
Contents
Abstract............................................................................................................................................2
INTRODUCTION...........................................................................................................................1
Overview of Research..................................................................................................................1
Background of Research..............................................................................................................1
Research aim................................................................................................................................2
Research objectives.....................................................................................................................2
Research questions.......................................................................................................................3
Scope of research project.............................................................................................................3
Overview of the structure of research..........................................................................................3
LITERATURE REVIEW................................................................................................................6
Role of global marketing in context of business organisation.....................................................6
Different challenges of global marketing faced by company during establishing its brand
image............................................................................................................................................7
Appropriate ways by which organisation can easily overcome from global marketing
challenges..................................................................................................................................10
ANALYSIS....................................................................................................................................15
DISCUSSION................................................................................................................................21
CONCLUSION..............................................................................................................................22
RECOMMENDATIONS...............................................................................................................23
REFERENCES..............................................................................................................................25
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Abstract............................................................................................................................................2
INTRODUCTION...........................................................................................................................1
Overview of Research..................................................................................................................1
Background of Research..............................................................................................................1
Research aim................................................................................................................................2
Research objectives.....................................................................................................................2
Research questions.......................................................................................................................3
Scope of research project.............................................................................................................3
Overview of the structure of research..........................................................................................3
LITERATURE REVIEW................................................................................................................6
Role of global marketing in context of business organisation.....................................................6
Different challenges of global marketing faced by company during establishing its brand
image............................................................................................................................................7
Appropriate ways by which organisation can easily overcome from global marketing
challenges..................................................................................................................................10
ANALYSIS....................................................................................................................................15
DISCUSSION................................................................................................................................21
CONCLUSION..............................................................................................................................22
RECOMMENDATIONS...............................................................................................................23
REFERENCES..............................................................................................................................25
3
Title: Challenges of global marketing and its probable solution to improve organizational
growth.
INTRODUCTION
Overview of Research
Global marketing is referring to the procedures of adjusting all the marketing strategies
that company adopt while entering into other countries. Now a day's every business organisation
wants to operate their operational activities at global level with the aim of generating larger
profitability. In this context, international marketing is considered as an important activity that is
more than selling the products and services at global level. Mainly, it is an effective process of
planning, creating, positioning and promoting company products in global market with the aim
of establishing its competitive image (Charter and Polonsky, 2017). Thus, at the time of
operating as well as positioning products at global level, company face challenges that create
issues in-front of them. This will negatively impact over the organisational image and its
profitability at international market. Operating at global level and marketing their business and
its services is not easy for company so that, it is crucial for firm to organisation to analyse market
before going global. By this company can easily promote their products and at the same time
also create their competitive image. Current research is based on ZARA, as it is famous apparel
retailer that specializes in fast fashion and products including clothing, beauty, perfumes,
accessories and shoes. Company operate their business in over the world with the aim of
increasing their brand presence in market place. The main focus of this organisation is to capture
customers’ attention by providing them quality and unique products as per current trends. This
will contributes in increasing positive and competitive brand image.
Background of Research
Global marketing is marketing on worldwide scale that taking the commercial benefits of
the global operational differences, opportunities and similarities in context to meet the global
objectives. The global company maintains its scope, capabilities, knowledge and employees and
ensures its vision is reached across countries. The company must conduct a thorough
investigation into the target market, competitiveness and knowledge of the land law and related
policies (De Mooij, 2018). The religious and community preferences of the target market would
be an important factor. The organization will value them and make appropriate improvements to
4
growth.
INTRODUCTION
Overview of Research
Global marketing is referring to the procedures of adjusting all the marketing strategies
that company adopt while entering into other countries. Now a day's every business organisation
wants to operate their operational activities at global level with the aim of generating larger
profitability. In this context, international marketing is considered as an important activity that is
more than selling the products and services at global level. Mainly, it is an effective process of
planning, creating, positioning and promoting company products in global market with the aim
of establishing its competitive image (Charter and Polonsky, 2017). Thus, at the time of
operating as well as positioning products at global level, company face challenges that create
issues in-front of them. This will negatively impact over the organisational image and its
profitability at international market. Operating at global level and marketing their business and
its services is not easy for company so that, it is crucial for firm to organisation to analyse market
before going global. By this company can easily promote their products and at the same time
also create their competitive image. Current research is based on ZARA, as it is famous apparel
retailer that specializes in fast fashion and products including clothing, beauty, perfumes,
accessories and shoes. Company operate their business in over the world with the aim of
increasing their brand presence in market place. The main focus of this organisation is to capture
customers’ attention by providing them quality and unique products as per current trends. This
will contributes in increasing positive and competitive brand image.
Background of Research
Global marketing is marketing on worldwide scale that taking the commercial benefits of
the global operational differences, opportunities and similarities in context to meet the global
objectives. The global company maintains its scope, capabilities, knowledge and employees and
ensures its vision is reached across countries. The company must conduct a thorough
investigation into the target market, competitiveness and knowledge of the land law and related
policies (De Mooij, 2018). The religious and community preferences of the target market would
be an important factor. The organization will value them and make appropriate improvements to
4
its goods or services while maintaining its offering homogenized. They may need to establish a
link to local organizations or get additional authorities permits and licences. Zara has the limited
stores across globe because this uses the targeting strategies in order to make the products and
services available in market. Zara adopted the usage based positioning strategies to highlight
customer centric approach in context to satisfy changing fad requirements of consumers around
globe. For conducting the business at global level, there are different challenges faced by the
organisations in global marketing such as reaching at local customers, handle the creative
development, and understand the needs and preferences of consumers and many others.
Sometimes, these challenges develop the negative impact on organisational productivity and
market share.
Research aim
This expresses an intention for conducting the research study. It explains what researcher is
intending to accomplish at the end of an investigation project in a single paragraph. The
objective should be specified and expressed in such a manner that the achievement can be
identified.
The aim of this research is “To investigate the challenges of global marketing and its
probable solution to improve organizational growth”. A study on ZARA.
Research objectives
Research objectives concisely define the results of study. They outline the objectives a
researcher wants to achieve through the project and give the research guidance. By investigating,
observing, explaining, measuring etc., researchers embody this aim (Grigorescu and Zaif, 2017).
More restrictively, the object of a particular study should be to deal with or address the problem
of analysis. Under this, objectives are developed on the basis of research subject area i.e.
Challenges of global marketing and its probable solution to improve organizational growth.
To explore the role of global marketing in context of business organisation.
To analysis the different challenges of global marketing faced by company during
establishing its brand image.
To ascertain appropriate ways by which organisation can easily overcome from global
marketing challenges.
5
link to local organizations or get additional authorities permits and licences. Zara has the limited
stores across globe because this uses the targeting strategies in order to make the products and
services available in market. Zara adopted the usage based positioning strategies to highlight
customer centric approach in context to satisfy changing fad requirements of consumers around
globe. For conducting the business at global level, there are different challenges faced by the
organisations in global marketing such as reaching at local customers, handle the creative
development, and understand the needs and preferences of consumers and many others.
Sometimes, these challenges develop the negative impact on organisational productivity and
market share.
Research aim
This expresses an intention for conducting the research study. It explains what researcher is
intending to accomplish at the end of an investigation project in a single paragraph. The
objective should be specified and expressed in such a manner that the achievement can be
identified.
The aim of this research is “To investigate the challenges of global marketing and its
probable solution to improve organizational growth”. A study on ZARA.
Research objectives
Research objectives concisely define the results of study. They outline the objectives a
researcher wants to achieve through the project and give the research guidance. By investigating,
observing, explaining, measuring etc., researchers embody this aim (Grigorescu and Zaif, 2017).
More restrictively, the object of a particular study should be to deal with or address the problem
of analysis. Under this, objectives are developed on the basis of research subject area i.e.
Challenges of global marketing and its probable solution to improve organizational growth.
To explore the role of global marketing in context of business organisation.
To analysis the different challenges of global marketing faced by company during
establishing its brand image.
To ascertain appropriate ways by which organisation can easily overcome from global
marketing challenges.
5
Research questions
A question from research is "the question to be addressed by a research project." The choice
of a research topic is a core aspect in quantitative and qualitative analysis. Research requires data
collection and interpretation and the approach varies widely. The choice of a research question is
a key element of quantitative and qualitative both research. Data collection and interpretation
would require investigation and the approach is very different.
What is the role of global marketing in context of business organisation?
What are the different challenges of global marketing faced by company during
establishing its brand image?
What are the appropriate ways by which organisation can easily overcome from global
marketing challenges?
Scope of research project
This project provides wider scope to business organisation because it is based on the
global marketing that provides various opportunities to company in expanding their operational
activities in other countries. In this regard, marketing on a global scale is crucial for business as
it help in increasing customers base, their traffic and its bottom line as well. By increasing
customers base is an effective way to enhance overall sales and profitability level. For attaining
the same, organisation needs to analyse the market trends before going global as it provides path
on which firm established its successful brand image that contributes in inviting more and more
customers over its products and services.
Overview of the structure of research
It is also referring to the important section of entire research activities as it provides support
to researcher in determining the overall structure of the study. This can be beneficial in
eliminating the possibilities of arising any kind of issues and obstacles at the time of attaining
results. In this context, there are various chapter which used by researcher with the aim of
completing the entire study in most effective and structured way (Keegan, 2017). For better
understanding there are some main chapter that must be considered within the research activities
are as follows:
Chapter 1: Introduction
This section plays a crucial role in research as it provides entire information about the
research topic that may assist in understanding the nature and purpose behind undertaking the
6
A question from research is "the question to be addressed by a research project." The choice
of a research topic is a core aspect in quantitative and qualitative analysis. Research requires data
collection and interpretation and the approach varies widely. The choice of a research question is
a key element of quantitative and qualitative both research. Data collection and interpretation
would require investigation and the approach is very different.
What is the role of global marketing in context of business organisation?
What are the different challenges of global marketing faced by company during
establishing its brand image?
What are the appropriate ways by which organisation can easily overcome from global
marketing challenges?
Scope of research project
This project provides wider scope to business organisation because it is based on the
global marketing that provides various opportunities to company in expanding their operational
activities in other countries. In this regard, marketing on a global scale is crucial for business as
it help in increasing customers base, their traffic and its bottom line as well. By increasing
customers base is an effective way to enhance overall sales and profitability level. For attaining
the same, organisation needs to analyse the market trends before going global as it provides path
on which firm established its successful brand image that contributes in inviting more and more
customers over its products and services.
Overview of the structure of research
It is also referring to the important section of entire research activities as it provides support
to researcher in determining the overall structure of the study. This can be beneficial in
eliminating the possibilities of arising any kind of issues and obstacles at the time of attaining
results. In this context, there are various chapter which used by researcher with the aim of
completing the entire study in most effective and structured way (Keegan, 2017). For better
understanding there are some main chapter that must be considered within the research activities
are as follows:
Chapter 1: Introduction
This section plays a crucial role in research as it provides entire information about the
research topic that may assist in understanding the nature and purpose behind undertaking the
6
study. Mainly, it includes some important aspects such as rationale, aim, objectives, background
and scope of the study. This will directly contribute in enhancing the reliability of the study and
at the same time also contributes in drawing a valid conclusion within the investigation to keep it
more effective and successful as well.
Chapter 2: Literature review
It is second and crucial chapter that provide theoretical framework on the basis of
specified topic and area. In this researcher gather data from different sources that support them in
taking positive and reliable results (Morrison, 2018). Mainly, it is part of secondary method
wherein investigator includes different books, journals, articles, newspaper and many more. All
these are aid in providing depth analysis about the topic. Along with this, researcher also
includes viewpoints of different authors that support in attaining reliable outcomes at the end of
the study.
Chapter 3: Research methodology
This is one of the most significant section that provide a systematic framework in which
entire research activities can be undertaken. Mainly, it includes different methods and techniques
used by investigator in order to gather relevant data and information towards the specified topic
and area as well. In this context, types of research,, research design, research philosophy,
research ethics, research approach and many more are the major types of methodology that
directly contributes in gathering detailed and vast information that directly support in taking right
and valid judgement at the end of the study in order to make it more successful.
Chapter 4: Analysis
In this section, researcher is analysis all the collected data and information with the aim
of generating positive outcomes that may assist in eliminating the possibilities of arising any
kind of issues and obstacles. The main focus of this chapter is to develop a depth analysis on the
basis of different themes set by investigation and also related with the research aim. With the
assistance of this, valid conclusion can be easily drawn and also improve the reliability of the
study.
Chapter 5: Discussion
This chapter of research is based on the overall discussion that used within the study on
the basis of different source of information (Ramadani and Gërguri-Rashiti, 2017). Under this,
investigator analysis the overall findings that is based on the secondary method of data
7
and scope of the study. This will directly contribute in enhancing the reliability of the study and
at the same time also contributes in drawing a valid conclusion within the investigation to keep it
more effective and successful as well.
Chapter 2: Literature review
It is second and crucial chapter that provide theoretical framework on the basis of
specified topic and area. In this researcher gather data from different sources that support them in
taking positive and reliable results (Morrison, 2018). Mainly, it is part of secondary method
wherein investigator includes different books, journals, articles, newspaper and many more. All
these are aid in providing depth analysis about the topic. Along with this, researcher also
includes viewpoints of different authors that support in attaining reliable outcomes at the end of
the study.
Chapter 3: Research methodology
This is one of the most significant section that provide a systematic framework in which
entire research activities can be undertaken. Mainly, it includes different methods and techniques
used by investigator in order to gather relevant data and information towards the specified topic
and area as well. In this context, types of research,, research design, research philosophy,
research ethics, research approach and many more are the major types of methodology that
directly contributes in gathering detailed and vast information that directly support in taking right
and valid judgement at the end of the study in order to make it more successful.
Chapter 4: Analysis
In this section, researcher is analysis all the collected data and information with the aim
of generating positive outcomes that may assist in eliminating the possibilities of arising any
kind of issues and obstacles. The main focus of this chapter is to develop a depth analysis on the
basis of different themes set by investigation and also related with the research aim. With the
assistance of this, valid conclusion can be easily drawn and also improve the reliability of the
study.
Chapter 5: Discussion
This chapter of research is based on the overall discussion that used within the study on
the basis of different source of information (Ramadani and Gërguri-Rashiti, 2017). Under this,
investigator analysis the overall findings that is based on the secondary method of data
7
collection. In this regard, the main purpose of this section is to evaluate the positive and reliable
outcomes that support in making or developing a systematic and authentic research in an
effective manner.
Chapter 6: Conclusion and recommendation
It is last and most important phase of research as it includes all the activities of study in
summarised and concluded way. With the help of this, researcher can easily present their
research in brief and at the same time also improve the possibilities of attaining positive
outcomes. Apart from this, recommendation is also crucial as it includes some necessary
improvement that is required within the study. This may support in dealing with all the issues
that arise within the company and also assist in how to improve their performance at market
place.
8
outcomes that support in making or developing a systematic and authentic research in an
effective manner.
Chapter 6: Conclusion and recommendation
It is last and most important phase of research as it includes all the activities of study in
summarised and concluded way. With the help of this, researcher can easily present their
research in brief and at the same time also improve the possibilities of attaining positive
outcomes. Apart from this, recommendation is also crucial as it includes some necessary
improvement that is required within the study. This may support in dealing with all the issues
that arise within the company and also assist in how to improve their performance at market
place.
8
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