Development of Global Marketing Concept and Review of Merging BRIC Markets

Portfolio

EXECUTIVE SUMMARY
This report is mainly based upon development of global marketing environment which is
mainly used by companies for the purpose of enhancing awareness of customers about the
products and services. Coca Cola is one of the main company which is focusing upon it as it
operates its business in more than 200 countries. BRIC is the group of four different countries
which are Brazil, Russia, India and China. If organisations are willing to expand in these nations
then it is very important for them to find the challenges and opportunities in these countries.
There are various factors which may affect the decisions of foreign market entry modes these are
economic and political conditions. It has been recommended to an organisation to make sure that
they pay attention towards advantage and disadvantage of entry modes such as franchising which
is selected by them to expand business in a new country.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................1
PORTFOLIO ENTRY 1: DEVELOPMENT OF THE GLOBAL MARKETING CONCEPT......1
1. Explanation of development of global marketing concept......................................................1
2. Development of global marketing concept..............................................................................1
3. Finding of one real business world example that supports this portfolio................................3
PORT FOLIO ENTRY 2: REVIEW OF MERGING BRIC MARKETS.......................................3
a. Providing back ground of chosen BRIC country.....................................................................3
b. Evaluation of political risks for the country............................................................................3
c. Discussion of trade, tariff and non trade barriers between UK and Brazil..............................4
d. review of economic environment of Brazil.............................................................................5
e. Summary of advantage and disadvantage of the company which is looking to move in Brazil
......................................................................................................................................................5
PORTFOLIO ENTRY 3: FACTORS INFLUENCING CHOICE OF ENTRY MODES...............5
1. Select real business world company and give its overview.....................................................5
2. Evaluate the factors which impact foreign market entry mode decision.................................6
PORTFOLIO ENTRY 4: ENTRY METHOD FRANCHISE.........................................................6
1. Select fashions retail and identify the market where organisation select franchise as entry
mode.............................................................................................................................................6
2. Advantage or Disadvantage of using franchise as entry mode................................................7
3. Benefits of franchise as entry method......................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Glocalisation can be defined as combination of two main terminologies – globalisation
and localisation, that states that a product is not only distributed globally but also accommodate
for local markets (Cannon and Yaprak, 2014). It refers to a practice which is conducted by
businesses on the basis of local and global business environment for the purpose of attaining
growth. Global marketing can be defined as the procedure that helps business entities to adjust
their different strategies which are focused for the purpose of promoting their products. With the
help of it enterprises can market all their products in different countries (Cannon and Yaprak,
2014). This report is also based upon this concept. It covers various topics such as development
of global marketing concept, analysis of a real life business that supports the portfolio, emerging
BRIC markets, factors which are influencing entry mode etc. along with this detailed analysis of
franchising is also covered under this project.
PORTFOLIO ENTRY 1: DEVELOPMENT OF THE GLOBAL
MARKETING CONCEPT
1. Explanation of development of global marketing concept
Global marketing is a concept that facilitates organisations to make modifications or
adjust their marketing strategy according to the conditions and situations of other countries. With
the help of it, all the products of a company could be marketed in different nations. By paying
attention towards it an organisation can meet all its global objectives such as increasing market
share.
Currently the concept of glocalisation is developing continuously because most of the
organisations are forming strategies to expand their business in different locations (Charter and
Polonsky, 2017). In order to operate in various countries it is very important for organisations to
market their products and global marketing is the most beneficial way for it.
2. Development of global marketing concept
According to Cody Pearce, all the companies are focusing in the development of their
business in different countries which is resulted in development of global marketing. It helps to
attain growth opportunities that are available in internation market (Global marketing, 2019).