Global Marketing and Market Expansion Strategies

This portfolio discusses the concept of global marketing, the development of the glocalization framework, and the benefits of thinking globally but acting locally. It also reviews the merging BRIC markets, including the political and economic risks involved. Additionally, it explores the reasons for internationalization and the market expansion strategies of waterfall and shower approaches. The portfolio concludes with a summary of the key points discussed.

PORTFOLIO

Contents
INTRODUCTION.....................................................................................................................................3
TASK 1.......................................................................................................................................................3
Development of global marketing concept..............................................................................................3
TASK 2.......................................................................................................................................................4
Review of merging BRIC markets...........................................................................................................4
TASK 3.......................................................................................................................................................5
Why internationalize...............................................................................................................................5
TASK 4.......................................................................................................................................................6
Market Expansion Strategies...................................................................................................................6
CONCLUSION..........................................................................................................................................8
REFERNECES..........................................................................................................................................9

INTRODUCTION
Global marketing is considered as a process of improving strategy connected to
marketing by adopting which organization need to survive according to market situation of other
nations. Cross-border organization focuses on increasing sales and profit in order to survive and
maintenance in tough competition. In this assignment, Global marketing, emergency BRIC
market that helps the company in internationalize their business and expand it by using different
strategy in an appropriate manner (Chandra, 2017).
TASK 1
Development of global marketing concept
Glocalization Framework
Glocalisation is considered as a concept in which using international as well as global
goods in term of local context that are adopted and sold. In context to specific goods and services
it is signifies the use of product & services which is globally marketed into local markets. In
context of Marks and Spencer, they adopt this strategy for attracting large number of customer at
marketplace. In addition to this, Global marketing is a concept that is mainly emphasized on
conducting different activities that is connected to advertisement, selling, promotion of products
and services to various markets around the globe. The level of competition increases in global
market which imposes a direct impact on large organization operating in different country.
Moreover, this concept is improved by determining universal need of several goods such as
foods & automobiles. It is easy to sell their products and services in local market but when it
increases awareness regarding global market there is a need to understand different areas while
choosing target audience during particular phase of time period.
The benefit of ‘think globally but act locally’ strategy
There are various benefit of “think globally act locally” this is the approach adopted by
Marks and Spencer it is considered as an international company of UK. For “every little help” is
international philosophy used by company and they emphasis on features and specification of local
area that is surrounding outlets. For example, they provide meat in the area of Muslims and it
enhances the range of ethnic food in the area which is dominated by relevant person. There is
different benefit which company achieves by using global strategy and provides product and

services to its customer in local market (Dai and Wen, 2018). Global marketing is considered as
a process by which various markets across the globe can take decisions during particular phase
of time period There are different kind of component which is assessed for understanding the
requirement of its user for satisfy them. Moreover, there are a changes or alteration in the global
market in order to make appropriate polices.
Example of real business world regarding portfolio
Coca-Cola is considered as organizations that deal with different beverages and its brand
image is strong that helps in achieving competitive advantage over rivalries at marketplace. For
this process, they adopt brand strategy in order to interact with user around the world. It adopts
universal story telling philosophy in order to connect with its user across the globe.
TASK 2
Review of merging BRIC markets
The country has been selected in India for different kind of reason. India is defined as a
country in Southeast Asia that is considered as a seventh biggest country in terms of population.
It is considered as a member of BRIC that maintain a strong position around the globe in context
of improvement of economy (Kumar and Mishra, 2017). The primary reason or motive is to join
BRIC for maintaining strategic relationship with member of nation for economic stability,
growth as well as peace.
Political risk
 The political risk is considered as the political condition of India is considered as a stable
because there are different types of policies related to trade that have been implemented
by present government to improve FDI as well as other investment in nation. There are
various decisions in respect of taxation that is implemented by government to maintain
current situation strong whether it is local and national regarding taking entrance in the
Indian market. Due to election which is held on 2019, the political situation will going to
be stable for upcoming 5 year and there is a maximum investment the organization can
made in digital technology it is considered as the emerging sector.
 There is a transaction which is held between UK as well as in India, the agreement of
trade help in removing different kind of non-tariff barriers and implement basic standard

in term of operations. After implementing this kind of agreement related to trade which is
made in trading of goods and services between different countries enhanced by 15%
which generated revenue or income of around 18 billion pounds in 2017.
Economic risk
 There is an increasing rate of growth that assists nations in exchanging finance,
technology as well as renewable energy. India is determined as a major economy around
globe during particular phase of time period. The rate of GDP in 2019 was around 5.8 to
6.6 % and there is an estimation of around 6% growth in future period of time. There are
various company operate their business in public and private sector in order to bring
stability within business organization in future period of time. It helps in increasing
growth rate in upcoming period of time. The organization focuses on establishing their
business in UK and take entrance in Indian market for grabbing opportunity provided in
selected company.
Benefit and drawback
The main benefit for organization in India is cheap labor, attractiveness of the sector in
comparison to UK market. The advancement in technology as well as plenty of resources is
considered as another benefit to start their organization in India. In addition to this, there are
various disadvantages which are faced by local business such a fluctuation in inflation (Perez
and Gomez, 2016). Therefore any organization who want to conduct their business in India they
need to conduct appropriate research for implementing strategy and also decide regarding the
mode of entrance.
TASK 3
Why internationalize
The organization selected for this assignment named as Marks and Spencer. It is
considered as an international retailing company which is located in London. They deal with
wide variety of products such as home products, food products as well as clothing and many
more. This company was given by Michael marks as well as Thomas Spencer in the year of 1884
that focuses on selling superior quality products to its user across the globe.

The organization has to select from different kind of entry mode for taking entrance in
international market. There is different type of decision that is completely depend on various
factors that is determined by every organization before taking the decision related to entrance in
particular nation. In reference of Marks and Spencer, franchising is considered as a mode
through which they offer or provide products to different nation. Before taking this kind of
decision, it is necessary to assess the external factor which imposes a direct impact on
organization.
There are various kinds of external factor which is not under the control of the
organization and imposes direct impact on the company. For instance, the political situation of
nation can hinder the organization and bringing fluctuations in policies related to government for
trade (Platanakis and Urquhart, 2020). Generally, economic factor involves employment,
inflation rate as well as many more. In context of Marks and Spencer, if they take entrance in
developing country then it is necessary to determine the economic condition of that country for
increasing profit margin and sales of company in future period of time. In addition to this, there
are various social factors such as belief, market trends and perception which must be considered
by organization before launching their products and services in different nation. The brand image
of company named as Marks and Spencer is considered as a strong and franchising is considered
as the best option to achieve a leading position at market place. Technological factor it is
necessary to implement latest technology in order to target the customer of other country. It is
considered as a main factor in deciding the mode of entrance. In context of Marks and Spencer, it
is necessary to increase their investment in latest technology in order to take entrance in the new
market. Environmental factor is necessary to consider for smooth running of organization. The
company must provide eco-friendly product and services to its user and that help in increasing
profit margin in future period of time. In addition to this, the legal factor, the chosen mode is
decided on the basis of legal formalities. It is necessary to consider legal factor for saving cost
as well as time in order to start the organization by using this mode.
TASK 4
Market Expansion Strategies
The waterfall strategy helps in taking advantage and benefit of market. It is convenient
for small type of business organization because they do not have sufficient resources that cover

various markets at similar time. In context of waterfall approach, the firstly introduce product
and services in home market of company. Then they will go towards advanced market and
finally in less advanced market (Shen and Wang, 2017). After this, the organization focuses on
innovative places for marketing their products and services. There are various advantage of
adopting waterfall strategy is it helps the company with sufficient resources to start or operate
their procedure of internationalization and also considered as superior method to reach into new
markets that is completely depend upon experience in each level of market. In addition to this,
there are various disadvantage of this strategy such as difficulty or complexity arises in the first
level in context of low level of success and other disadvantage is related to early imitation of
launched goods innovation.
Shower strategy is considered as a simultaneous strategy that is adopted by company to
reach various marketing in short period of time. This kind of strategy is considered as a difficult
to create successful entrance of product in short period of time. There is various advantage of
strategy such as successful entry in market for technological cycle as well a short product. In
addition to this, there are different disadvantage of this strategy is emerging required for
coordination there is a necessity to improve coordination in rapid manner. Therefore the
waterfall approach and shower approach is adopted by company as a market expansion strategy
in order to boost their market. They both strategy is useful in boost organization in future period
of time.
There are various strategies which are adopted by organization according to different
situation. The time strategies not considered as a mutually exclusive because if organization want
it could take the different benefits of both these strategies. For example in the first level, the
organization focuses on adopting waterfall strategy for launching their product for longer period
of time and reach to various market step by step and based on outcomes for the market and the
organization believes to adopt. Then, the company could go for next step it could be similar time
and after first strategy go through other market. Through use of shower strategy, the organization
reaches or covers different markets in short time period and achieves positioning of product in
many countries (Stallings, 2018).

CONCLUSION
On the basis of above mentioned report, it has been analyzed that global marketing is
considered as a process of improving strategy connected to marketing by adopting which
organization need to survive according to market situation of other nations. Cross-border
organization focuses on increasing sales and profit in order to survive and maintenance in tough
competition. In this report, the concept related to Glocalization, BRIC and different marketing
strategies for achieving profit margin in future period of time. In this assignment, Global
marketing helps the company in internationalize their business and expand it by using different
strategy in an appropriate manner.
.

REFERNECES
Books & Journals:
Chandra, P., 2017. Investment analysis and portfolio management. McGraw-hill education.
Dai, Z. and Wen, F., 2018. Some improved sparse and stable portfolio optimization
problems. Finance Research Letters, 27, pp.46-52.
Kumar, D. and Mishra, K.K., 2017. Portfolio optimization using novel co-variance guided
Artificial Bee Colony algorithm. Swarm and Evolutionary Computation, 33, pp.119-130.
Perez, F. and Gomez, T., 2016. Multiobjective project portfolio selection with fuzzy
constraints. Annals of Operations Research, 245(1-2), pp.7-29.
Platanakis, E. and Urquhart, A., 2020. Should investors include bitcoin in their portfolios? A
portfolio theory approach. The British Accounting Review, 52(4), p.100837.
Shen, W. and Wang, J., 2017, February. Portfolio selection via subset resampling.
In Proceedings of the Thirty-First AAAI Conference on Artificial Intelligence (pp. 1517-1523).
Stallings, B., 2018. Banker to the Third World: US portfolio investment in Latin America, 1900-
1986 (Vol. 18). University of California Press.