Global Marketing Management Assignment PDF

Global Marketing
Management
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TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................3
TASKS.............................................................................................................................................4
1) Competencies of brand and how it is utilized internationally to market chosen product........4
2) Organization's main internal strengths and weaknesses..........................................................4
3) Organization's main external opportunities and threats...........................................................5
4) Evaluation of organization's competitors analysis..................................................................6
5) Target market selection and positioning of organization product in chosen market...............7
6) Realistic marketing objectives that organization should set within their target market..........8
7) Analysis of entry mode strategies the organization should pursue in the international market
......................................................................................................................................................8
8) International marketing mix strategy the organization should follow in order to launch their
products........................................................................................................................................9
9) Analysis of an internal marketing budget strategy relevant for the organization's plan........10
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12
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Illustration Index
Illustration 1: Ansoff matrix............................................................................................................7
Illustration 2: PESTLE analysis ....................................................................................................10
Illustration 3: Porter five force model............................................................................................13
Illustration 4: 9 strategic window table .........................................................................................16
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INTRODUCTION
In the contemporary scenario for making gainful marketing relationship organization
must realize the important of global marketing environment (Lee and Carter, 2011). It merely
defined as factors that exists outside the organization that directly affect the company's
marketing strategies accordant with the increasing competition level. With the exploding
globalized market, all the establishment are concentrating on selling their manufactures products
and services within the global market that would result in accomplishing the higher profits while,
it also result in capturing the large market area.
The present report focuses on Primark one of the renowned brand in the fashion retail
industry. In the contemporary scenario with the increasing global competition as well as global
marketing environment organization will mainly focuses on adopting new changes and utilize
them to attain benefit. The present report will focus on the analysing on different market entry
modes that would support the organization in spreading their business activities in the
international markets. However, the report will also analyse organization internal and external
strength as well as weakness that help organization to be succeed in the global environment.
Overview of company
Business name- Primark
Founder- Arthur Ryan
Business summary- Primark is among the top Irish clothing retailer which is in operation since
1969. The company is one of the renowned fashion brand in the UK market that contributes its
services in selling retail products as well as fashionable clothing apparels.
Business aims and objectives- The key aims and objectives of Primark is to provide superior
quality fashionable products as well as cosmetics to their customers at lower prices. Another
objective of Primark is to sell wide range of products at affordable and reasonable prices.
Nature of business- Fashion retailer
Products- Clothing, Homeware and Cosmetics
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