Global Marketing and Market Expansion Strategies

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