Portfolio of Global Marketing

PORTFOLIO OF
GLOBAL
MARKETING

EXECUTIVE SUMMARY
Marketing is the technique which aids in attracting new buyers and raising sales of company
to great extent. In the modern era it is essential for each company to apply great marketing
technique so that it can gain competitive advantage. Study highlight development of The Burger
King at global level. Market of China is evaluated in this report and Trade Related Barriers
between UK and China are explained in this study. Report highlights that Franchising is the cost
effective market entry strategy which aids the firm in successfully establish itself in new market.
But company gets less control over operation hence franchise sometime restrict the firm to work
better in the global market.
Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................3

PORTFOLIO 1.................................................................................................................................4
TASK...............................................................................................................................................4
1. Global Marketing Concept.................................................................................................4
2. Development of Global Market..........................................................................................4
3. Burger King's Development at Global Level.....................................................................5
PORTFOLIO 2.................................................................................................................................5
TASK...............................................................................................................................................5
1.a. Background of BRIC Market: China...............................................................................5
1.b. Assessment of Political Risks..........................................................................................5
1.c. Various Trade Related Barriers between UK and China.................................................6
1.d. Reviewing the Environment............................................................................................6
1.e. Various Advantage and Disadvantages of Entering into China for UK Country............6
PORTFOLIO 3.................................................................................................................................6
TASK...............................................................................................................................................6
1. Overview of Company.......................................................................................................6
2. Various Factors Affecting the Entry in Foreign Market....................................................7
PORTFOLIO 4.................................................................................................................................7
TASK...............................................................................................................................................7
1. Franchise as a Entry Mode.................................................................................................7
2. Advantages and Disadvantages of Franchising..................................................................7
3. Various Benefits of Franchising.........................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Global Marketing are basically the strategies adopted by the business to expand their
business market at global level and sell their goods and services in the global market. By taking
advantages of various differences and finding new opportunities to accomplish the objectives at
global level. This report highlights the concept of development of global market. Also various
modes of entering into the new markets for expansion along with the advantages and
disadvantages are also mentioned. The internal and external factors such as issues relating to
semantic, politics, etc. are also being stated along with their evaluation so that is is easy for the
company to accomplish its goals and objectives and progress at global level.
PORTFOLIO 1
TASK
1. Global Marketing Concept
Development of Global marketing can be done by adopting various frameworks of
Hollenson, one of which includes, Glocalisation which is the combination of 'Globalisation' and
'Localisation'. The products and services which are distributed and developed at global level but
also accommodated by the local consumer(Schlegelmilch, 2016). It is basically Thinking in a
global context and acting in a local context framework.
It is quiet expensive and requires a lot of resources but once adopted, it gives long term
competitive advantage. For encouraging the local market consumers to use the foreign products
and services and to promote them will involve advertisement campaigns, media which is
culturally friendly, etc. according to this framework.
2. Development of Global Market
The market at International Level has been transformed by emergence of new techniques,
practices and strategies. And they are gradually retained and also reinforced by the the
organizations to be involved in the market at international level(Eisend, 2015). It is providing
the products and services locally with global standards after understanding the needs and demand
of customers which will help in development of business.
It requires analysis along with development of brand and its value through self and
customer analysis, the strengths and weakness of the company, competitiveness in the global
market, etc. By establishing a research and development center, an overall study can be done by
the research team about the market and the customers for providing quality products, at reliable