Global Marketing Report: Cocoon Company's International Strategy

This report provides a comprehensive overview of global marketing strategies tailored for Cocoon, a home security company. It begins with an introduction to global marketing and the company's motivation to expand internationally, emphasizing increased sales, presence, and profitability. The report then explores different international markets, including the U.K. and U.S., comparing their characteristics to inform market entry decisions. Various market entry methods are examined, such as licensing, partnering, exporting, foreign direct investment, and wholly-owned subsidiaries. Finally, the report details effective marketing strategies, including social media marketing, clear product descriptions, email marketing, and product adaptation, to ensure successful global expansion and customer engagement. The report also includes an analysis of the company's current standing, identifying challenges and opportunities within the global market.

Global marketing

Table of Contents
Introduction .....................................................................................................................................3
Global marketing ............................................................................................................................4
Introduction to company ............................................................................................................4
Motive to become international .................................................................................................4
International market in which company is operating ......................................................................5
Comparison between two international market...........................................................................6
Method to entry new market. .....................................................................................................7
Marketing strategies ...................................................................................................................8
Conclusion.......................................................................................................................................9
References .....................................................................................................................................10

Introduction
Marketing help to develop and improve abilities of business at a large scale and help to
attract large number of customers towards their products and services. Global marketing help to
develop reach and improve presence of their products and services. In this report we are going to
prepare Motivation to become international for cocoon company which provide home safety
products . And also different global marketing model that help to achieve goals and objectives
of business. Need to develop proper plan to enter in a new market. And develop effective
marketing strategies for overall development of business. Cocoon is leading company but their
budget to develop their business at a large scale is not capable to develop their services. They
have an online presence but less people are engaged with their social media pages they get less
likes as compare other big multinational companies. Cocoon faces large number of problems
while marketing their products and services. Due to their less presence they are facing large
number of problems while marketing online. Availability of less budget make their marketing
department ineffective.
Global marketing
Introduction to company
Cocoon is an home security company and have their business all over U.K and trying to
develop effectiveness of their business and to develop their products and services that help them
in achievement of their goals and objectives. They have their home security products and
services all over the U.K that help in development and to improve capabilities of their company.
They are one of the top security services that provide their safety to homes of their customers. To
engage customers with their products and services they need an effective marketing of their
products and services. Cocoon is already established company in U.K and trying to develop
their business in new territories to increase abilities and effectiveness of their products and
services.
Motive to become international
Cocoon is one of the leading company of U.K and wants to develop their business in
international market that help them to develop their business at an extreme level.

Increase sales
Developing business in international market help Cocoon to improve their presence and
establish their business at a large scale and develop their abilities and attract large number of
customers towards their products and services that help them in engaging customer. They are
able to increase their sales by effective utilization of marketing services.
Develop presence
Developing business at international market help Cocoon to improve their presence
effectively and establish their business at a large scale(Keegan, 2017.) . Establishing presence
help them in overall development and effectiveness of their organization and their services at a
large scale. Expand abilities of their products and services. By developing their image over
online platforms help them to engage large number of customers effectively with their services.
Increase profit
By engaging large number of customers towards their products and services help them to
increase their profitability. As large number of people are attracted towards their services and
ready to become their customers and trying to expand effectiveness of their products and
services. Profitability help in overall development of organization at an extreme level.
Orders from abroad
Help Cocoon to get orders from abroad and help to establish business and to improve
effectiveness of their products and services and require to develop business at a large scale. Need
to maintain efficiency of their products and services that help them in engagement of large
number people in an organization(De Mooij, 2018.). Getting orders from abroad help to
developing presence as well as to establish business at a large scale.
International market in which company is operating
Global marketing model
Model is use to be effective for cocoon to develop business in different territories and
help in utilization of their resources to develop their business at an extreme level.
Analyse customers
Cocoon need to analyse their customers that help them in selecting a new market to
expand abilities and effectiveness of their products and services. They provide their services on

online platforms they need to understand their customers opinion towards their products and
services. To develop business in a new territory company to know their customers.
Technology availability
Cocoon provide their security to home base internet network and for their development in
a new territory need to analyse technology that help them in establishment and effective
utilization of their products and services.
Security concern
Company need to analyse concern of their people towards their products and services and
how they are able to engage them effectively towards their products and services. Need to
analyse concern of people and make effective use of resources that are able to develop business
and improve effectiveness of their products and services(De Mooij, 2019.) . Security concern
help Cocoon to develop as they provide their products and services to secure and environment
for their employees. Help to improve effectiveness and abilities of their products and services as
they provide products and services for home security to their customers.
Comparison between two international market
Cocoon need to develop their business at an international level and need to compare to
different market that help them in achievement of their goals and objectives. International market
help to develop reach of their products and services and to engaging people with their security
services. International market help in development and to improve effectiveness of their products
and services and require to develop business. Cocoon need to analyse different market that help
them in expanding their business and abilities.
U.K. Market U.S. Market
Cocoon is already established company in U.K
and provide their services to large number of
customers in U.K and need to expand their
products and services to increase their abilities
and effectiveness.
In U.S Cocoon able to develop their business
to become international and improve
effectiveness of their products and services.
Cocoon help to reduce crimes in U.K and U.S is best for Cocoon to develop their

provide security to their customers in U.K and
improve their life at a large scale. Cocoon help
in routine inspection for customer and their
houses(Gillespie, 2015.) .
business and to improve effectiveness of their
products and services. People of U.S are more
concerned about providing security to their
home. Due to increasing crimes in their
territories they need to develop security
systems.
Remote system reset facilities are provided.
Large number of people are engaged with
security to make their environment secure and
developed that are able to provide overall
development for their products and services
and engage large number of people at a large
scale. In U.K company need to train their
customers about their services as they are
unable to cope up with technologies.
It help them in expanding and improve
effectiveness of their products and services and
require to develop abilities of their business at
a large scale.
People of U.K uses less internet services as
compare to clients in U.S who are more
engaged with internet services that are able to
make them easily understand companies
products and services. But people of U.K are
less effective and concentrated towards
providing security services to their customers.
Help to provide security and to increase
abilities of their products and services.
System help to provide private security to their
customers. Help in development of their
business at a large scale and require to attract
large number of customers towards their
products and services.
People of U.S are more engaged with internet
services and help in increasing overall abilities
of their services. U.S people are more effective
and concern towards reducing damage.

Method to entry new market.
Cocoon wants to enter a new market for their overall development and to improve their
products and services and for that they need to engage large number of customers with their
products and services(Quelch, 2017.) . To enter and develop effectiveness of their products and
services and to engage large number of customers.
1. Licensing
Cocoon wants to develop their business in market of U.S and for that they need to be
effective. To develop smooth working in an new territory they need to get license for their
services. For license they need to analyse rules and regulations prevailing in new market. License
help in expansion of business at an extreme level.
2. Partnering
Cocoon develop partnership with already established company in a new market it reduces
their efforts and saves their money for future development of their business. Partnership help to
reduce risk of loss and help in overall development of their company at an extreme level.
3. Exporting
Company is also able to export their safety products in new territories like U.S. Whereas
products are produced in their home country U.K. It help them to reduce production cost and
help to develop their business by increasing profitability of their company.
4. Foreign direct investment
Company is able to acquire an established company of a new country and it help them to
reduce the cost of recruitment of new employees and they are able to work with their old
employees in an organization. They can use assets and buildings of already established company
that help them in saving their time.
5. Wholly owned subsidiary
Company is also able to acquire new company and run that company on their own name
in an new territory(Steenkamp, 2017.). Help to utilize all resources available to their organization
to increase their profit.
6. Piggy backing
Cocoon is able to work with non competing companies for their business in an new
territory that help in overall development and to improve their services at a large scale. Both

companies are able to develop each other by selling their products and services in each others
economy that help in overall development of their business.
7. Set time to enter
Timing is most for overall development of each and every business and to develop their
effectiveness and their abilities to expand their business at a large scale. Need to enter on time
which help to grow business. Timing help to gain an competitive advantage over competitors on
already established market at a large scale.
8. Market research
Cocoon need to make an effective marketing research that help in their overall
development and to improve effectiveness of their services at a large scale. Market research help
to develop new policies to increase abilities of their products and services.
Marketing strategies
1. Social media marketing
As large number of customers are using online platforms that help company to expand
their abilities and to develop business at a large scale and require to develop and improve
effectiveness of their products and services. To explore their business they need to develop
effective use of technology that help in achievement of their goals and objective. Social media
help Cocoon to attract large number of customers towards their products and services.
2. Proper description
Cocoon need to provide proper description about their product to engage large number of
customers towards their products and services and to develop their business at a large scale.
Description about products and services help to choose abilities of their organization ton expand
their products and services(Kim, Hulland and Eom, 2018.) . Description help customers to
understand working of products and services they are using and help in their overall
development.
3. Email marketing
Cocoon need to use email marketing to attract customers that help them to gain
competitive advantage. As email marketing is one of the effective marketing technique of
organization to attract large number of customers towards their products and services. Company

need to know habit of their customers and through regular emails help them to attract large
number of customers towards their products and services.
4. Product adaptation
Need to adapt different technologies in their product according to the new market where
they are going to develop or innovate their business. Adaptation help to attract and influence
customers according to need and wants of their organization and help in overall development of
their business. Product need to be effective that help in development of business. Require to
make effective use of resources at a large scale.
5. Communication
Company need to communicate effectively to develop their business at a large scale and
require to improve overall effectiveness of their business(Komiya and Nakamura, 2019.) .
Communication help to establish and bring business effectively towards organizations success
and their abilities. Communication help company to understand marketing technique that help in
improving organizations abilities.
Conclusion
Marketing help Cocoon to develop their business and reduce overall wastage of resources
and make them to use effective services. Marketing models help company to analyse new market
and prepare plan according to requirement. Need to analyse customers effectively towards
development of their organization. Motivation to develop business and engage large number of
customers towards products and services of organization help them in their overall development
and to improve effectiveness of their services.

References
Books and Journal
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
De Mooij, M., 2019. Consumer behavior and culture: Consequences for global marketing and
advertising. SAGE Publications Limited.
Gillespie, K., 2015. Global marketing. Routledge.
Keegan, W.J., 2017. Global marketing management. Pearson India.
Kim, S.H., Hulland, J. and Eom, H.J., 2018, July. USE OF ITEM RESPONSE THEORY IN
MARKETING RESEARCH. In 2018 Global Marketing Conference at Tokyo (pp.
1503-1503).
Komiya, N. and Nakamura, J., 2019. A Study of Factors Enhancing the Success of Casinos
Entering into New Market—Toward Marketing Strategy Considering Ones’ Experience
of Casinos. Journal of Strategic Management Studies. 10(2). pp.109-121.
Ottman, J., 2017. The new rules of green marketing: Strategies, tools, and inspiration for
sustainable branding. Routledge.
Quelch, J.A., 2017. Global marketing management: a casebook.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Steenkamp, J.B., 2017. Global Marketing Mix Decisions: Global Integration, Not
Standardization. In Global Brand Strategy (pp. 75-109). Palgrave Macmillan, London.