Global Marketing: Framework, Strategies, and BRIC Markets

This report delves into the multifaceted world of global marketing, commencing with an introduction to the core concepts and objectives of the field. It then explores the globalization framework, detailing the integration of global and local business factors, and the benefits of adopting a "think globally, act locally" strategy, supported by examples like Coca-Cola and McDonald's. The report further analyzes the merging BRIC markets, with a particular focus on China's economic environment, potential risks, and its impact on international investors. The discussion extends to the triggers and motives behind company internationalization, providing real-world examples. Finally, the report examines various market expansion strategies, offering a comprehensive overview of key elements in global marketing. The report references relevant academic sources to support its claims and analyses.

Global Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
Portfolio Entry 1: The “global marketing” concept.........................................................................1
Explain the globalisation framework......................................................................................1
Benefits for organisation by adopting “think globally but act locally” strategy....................1
Example from actual organisable that support portfolio entry for demonstrating
“globalisation”........................................................................................................................2
Portfolio Entry 2: Review of merging BRIC markets.....................................................................2
Provide a brief background of China......................................................................................2
Evaluation of potential risk of China......................................................................................3
Review economic environment of China...............................................................................3
Portfolio Entry 3: Why Internationalise?.........................................................................................3
There are triggers and motives that cause companies to internationalise. Choose one trigger
and one motive that why company select internationalise and support with real business
example...................................................................................................................................3
Portfolio Entry 4: Market Expansion Strategies..............................................................................4
REFERENCES..............................................................................................................................05

INTRODUCTION
Global marketing is the process by which an organization can promote all kinds of work
within market. This is one of the most effective term that helps in making sure that objectives
formed is achieved by an organization. The global marketing is having objectives to better
enhance free trade at global level and contribute efforts to bring all countries together for the
trading aims. Scope of global marketing is wider as it deals with all aspects required to be make
a business organization achieve success in market. Nature is dynamic as it deals over vibrant
condition within market. In this file things covered is based on global marketing and things to be
covered is globalization framework, evaluation and in the end waterfall approach is being
explained.
Portfolio Entry 1: The “global marketing” concept
Explain the globalisation framework
The term globalisation is explicated as the method that is used to adopt international or
global commodities into local factor of business. This is defined as an effective combination of
the global and local organisation that aids business to deliver same products and services among
overall global market. It results global buyers are also attracted towards other products of local
market (Alon and et. al., 2020). This also focus on the culture aspects that is used to complete all
task according to the friendly media that develop effective advertisements techniques to
encourage individuals as it helps in company to accept and deal with foreign products for
managing work with the help of local audience. Moreover, globalisation framework make and
depict strategies that is undertaken by management to decide standardization and differentiation
including global and local market both at a same level. This results that organisation complete
work and complete task according to decentralized base of authority. As in globalisation there
are four parameter with trade barriers to permit free flow of product and services to distribute in
global marketers.
 Environment creation enhance the free flow of capital to creates undertakes better place.
 Another creation of Environment allows to permit the flow of free technology factor as
resources towards nation states.
 As per creation of employees are having free form of labour take place in different level
of countries of world.
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Features of globalisation:
 It counted on large scale production to measure in marketing.
 There are inter- linking between economy of countries .
 High Competition presence in global market between multinational companies.
 Interdependence of countries.
 To convince and provide opportunities for maximisation profit in which multinational
corporation developed in countries.
Benefits for organisation by adopting “think globally but act locally” strategy
In the present scenario, most organisation face different challenges that create barrier for
completing work according to effective management. For this, there are different norms, rules
and regulations exists that are based on each country basis. In this regard, organisation tend that
the disposition schedule for information from the basis of local sale to find and manage all
information on the global basis scale (Godey and et. al., 2016) On the other side, theory tends
and define the effective ways by which organisation tends in compete with the effective brands
for matching company work with local audience. Like, Coca-Cola formulate strategies that is
based on the mix for identify the proper mix related with global and local number of operations.
In regard to this, organisation control on the overall situation for complete of work on the project
level. This refer business offer effective tools to the employee's to manage all task with
employee's as it helps to complete all work with prominent information (Kasemsap, 2016).
Challenges which is face by organisation in globalisation sector or global market.
 To provide customer satisfaction is acceptance of global market as many large companies
faces this problem that to invest large amount but company product to international
standard raise.
 It is must to improve the quality of product as international market raises their categories.
 High competition involves between many multinational companies for example in retail
industry globalisation prevail opportunities of business where many retail company
arrives such Asda, Tesco, Burberry, IKEA etc.
Example from actual organisable that support portfolio entry for demonstrating “globalisation”
globalisation is undertake by the management with the motive of completion task as per
primary capability for entering into the diverse market. This leads management enter across the
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world in terms to sure that local requirements for geography match with need of company. It is
not related with the something that match global ambitions related with local people to formulate
customise process. This is also undertaken that different aspect define global success factors in
order to gain success on multinational business. With the example of McDonald's strategy tend
to listen more from the local customer and then act on action of business. Further, this also
describe strive of organisation that makes person around the world. McItaly burger of Italy,
Maharaja Mac in India, McLobster in Canada and many more are example of McDonald's
burgers. As this, it also helps for undertaking global aspect through acting local services in the
local customer for completing work in an accurate manner (Kostin, 2016).
Advantages of Globalisation
 Adopting new production and new trade: Through globalisation will enhance to
develop new customisation of production and trade practises which allows to regular
practises by companies as per compliance of globalisation with accordance of country.
 Raise of foreign capital: By appearing of globalisation which tend to attract through
foreign capitalisation which allows to lead towards technological up gradation.
 Better Quality: As per with stand competition of offered through other firms are
determines towards excellence quality that take place in optimum places.
 Rise of Employment: It is tend to expected between different sector will leads to more
production in the home country. It is one of the major part which takes place in
employment criteria.
 Reduce poverty: By enhancing of globalisation many small , medium and large credit
programs are tend to be executed with major priorities with the better need of poor
product and services.
Disadvantages of Globalisation:
 Devasted of local producers: The globalisation is having devasted through local
parameters since they are unbale to compete with cheap imports in global market.
 Mounting strikes: To lead of globalisation having leads to mounting workers unrest.
Workers tend to protested against through low wages, despotic working condition within
better authocratic management regulation with long term declination social benefits.
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 Public employee are worse off: The globalisation has to private that mad to public
employees worse off. Public employees are adversely impacted to the budget through
cuts, privatisation and massive loss of purchasing.
 Small Business get decreased growth: By presence of globalisation is having objective
to approach multinational organisation whose revenue, size and scope of business. It
extend as per level of affected cutbacks through public subsidiary which is de-
industrialisation and climatic condition such drought, flood and other facing off cheap
imports.
 Decline in Income: At the time of globalisation phase about to half having billion
people is having presence in south Asia along with better experience that tends to decline
within their income. Better records of far shows that is low income or below poverty
lines people suffered a lots.
 Weak Social Safety net provision: Through the government policy ability to help
where many globalisation is facing been eroded that able to provision towards social
safety which net have been weakened.
Portfolio Entry 2: Review of merging BRIC markets
There are different markets that are at developing stage exists in global market or world
but the market of Brazil, India, Russia and China are prominently stable and it also make the
prominent stable a country. The portfolio and number of investors leads to attract prominent
investors. According to the emerging market that is undertaken at world level define and manage
aspects that makes a person more stable and this lead person to work with international basis.
This is difficult for exact definition of international areas (Kotabe and Helsen, 2020.)
Provide a brief background of China
China is expected towards the outmatch of United States as it terms towards sizing over
the future. It leads individuals to perform task from perspective of international portfolio base. In
context of this, the government of China is to make prominent controversies that is essential for
investor to identify different risk factor. Furthermore, this also tend for examine the risk in terms
of investing all products properly. This also results that effective and emerging factors to grow
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and enhance economy of market. In the last, oldest major aspect define that world is civilization
so they perform work according to history aspects.
Evaluation of potential risk of China
One of the major challenge that is related with China leads to occur on constant basis that
make battle from central, local government and provincial basis. There is different task is
applicable for making effective observance and non-observance in management. This also tend
that different things are applicable for organisation as it is also used to know and work with exact
rules and norms. China political conditions are complex and this is relating with nationalisation
of the industries as it consider different risk due to authoritative aspect of China. It significantly
defines time limits that work for the adequacy of making insurance limits that make significant
problems for China (Krush, Agnihotri and Trainor, 2016).
Review economic environment of China
China tends define and maintain policies as it keeps the economy poor, inefficient, vast
and isolate due to which global economy of company is impacted. On the other side, China is
considered as one of the fastest growing economy that tends and undertake real annual gross
domestic product as it is average for business that around relates with 9.5% in the year 2018.
Moreover, China also tend to establish themselves as one of the largest economy for managing
work according to basis of merchandise, manufacture, purchase and work according to foreign
exchange reserve. Moreover, the economy of China is mature and it undertake that the real GDP
growth is projected as per International monetary fund. Further, the Chinese government is also
embrace due to the slow economic growth that acknowledge need and growth which depend on
investment and exporting (Lane and Fastoso, 2016).
Portfolio Entry 3: Why Internationalise?
There are triggers and motives that cause companies to internationalise. Choose one trigger and
one motive that why company select internationalise and support with real business
example
There are certain reasons in which an organization has opted internationals and tends to
make effective expansion of an organization upon global base. This purpose organization is
needed to make analysis of effective motivation of an organization upon global basis. For this an
organization is required to analyse effectiveness in motivating an organization and firm better
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expansion is possible globally all marketing opportunities has to be taken into consideration
(Mekonnen, 2018). Also opportunities are required to undertake prominent demand over
products within an organization that favours product within other nation. This is leading to
undertake absence within the competition and is regarded to be significant triggers and the
motive has been discussed as follows:
Triggers:
Internationalization triggers all trends that has been occurred outside the organization that
has been undertaking change agent and is needed to initiate effective process which is carried
forward with effective implementation. This is considered as internationalization that helps in
conducting with effective research that that helps in conducting area that is quite rare and
undertakes isolation factor within term of internationalisation within process of an organization
(Nicholson and Khan, 2017).
For prominent trigger is considered to completing firms that has been undertaken with
information in proper manner that is being provided by executive in competing firm within the
terms of consideration in certain international market. This is managing Tencent which makes
consideration and factor over credibility and prominent competition. In this prominent attention
and makes new image to be formed. In relation to this lot of competitors of Tencent is there that
includes Agora, Facebook, Sea, and various others. In this organizations income and revenue
tends to keep motivation Tencent in terms of making competition more effective as per the
market emerging with risk factors (Rocha, de Oliveira and Giraldi, 2019).
Motives:
Motivation should be effective and selects with internationalization with profit and
growth towards goals in relation to develop effective desire within short-term profit in
significance over SME initial interest with effective exporting. This tends to make sure that
effective growth for specific significance in relation to Tencent's effective growth. It is useful for
Tencent in order to become leader of market which leads in influencing exchanges rates and
profit forecast that I based on careful market evaluating (Schlegelmilch, 2016)
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Portfolio Entry 4: Market Expansion Strategies
Compare and evaluate waterfall approach versus shower approach as the market expansion
strategy with real example
Waterfall approach: The approach shows the effective workflow of manufacturing for
the systematic design process. Waterfall approach leads to show the important eight steps that
are finish as the appropriate developer in terms of moving towards other stage. As per
internationalisation it undertake underdeveloped, developed as well as advanced countries by
undertaking related process as the process is finished after considering the long plan that is set in
the starting. Waterfall marketing bifurcate projects into various parts as every part depends on
completion of previous part on time. The phase are divided into various parts in marketing such
as analysis, conceptions, design, initiation and gathering of information, testing,
construction,maintenance and implementation. As waterfall market entry implies long duration
of setting and develop a base of customers. As long life cycle ensures that the items are not
eliminate from the competitive market before the prospects related to business are stable.
Shower approach: It is other strategy related to market entry that is depends on
diversification principle for respective company that tends to attempt for successful entry as all
the market are exist for short duration. Thus successful execution of that particular strategy ios
needed as per rising effective activities of marketing because of significant challenges that tends
to increase effective strategies of marketing by considering various successful entries of market.
Respective strategy also called as simultaneous strategy,contrast to waterfall related strategy it
has into account that the time utilise to reach various locations of market is short, looking for the
benefits offering by every country simultaneously. Some group of country's individual can, none
the less, be entry before before others.
Basis Waterfall Approach Shower approach
Meaning It is relates to significant
expansion of business in
global market. As according to
Marks & Spenser , if this
strategy is selected by them
The strategy is follow to
expand the business in market
of foreighn country and
consider as market entry that is
helpful to give effective entry
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than they require to undertake
experience as well as
knowledge to expand the
business in market by
obtaining legislation.(Sharma,
Tam and Wu, 2018)
and can be choose by Tesco.
This is involves high risk and
reward as it allow to collect
profitability in various market
(Thomas, 2018)
Implementation According to Marks &
spencer, it is helpful for then to
produce long life cycle whose
items are exist in the maturity
stage(Wedel and Kannan,
2016)
This strategy also create
effective small life cycle in
this inytroduction of new
commodities are done as it
also affect growth stage. By
adopting price skimming
technique Tesco set their
initial price and after that it
fluctuate high to low time.
Benefits The strategy is helpful for
Marks & Spencer, as it permit
products revitalisation at the
stage of maturity by
maintaining stable position in
the market. Concentration on
business expansion is also be
done by elimination risk.
The strategy good for Tesco to
outrun competition that leads
to utilise effective step for
benefit of technology(Zietek,
2016).
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REFERENCES
Books and Journals
Alon, I. and et. al., 2020. Global marketing: contemporary theory, practice, and cases.
Routledge.
Godey, B. and et. al., 2016. Social media marketing efforts of luxury brands: Influence on brand
equity and consumer behavior. Journal of business research, 69(12), pp.5833-5841.
Kasemsap, K., 2016. Implementing electronic commerce in global marketing. Encyclopedia of e-
commerce development, implementation, and management, pp.591-602.
Kostin, I., 2016. Integrated Marketing Strategies of German Companies: Start-Ups vs. Global
Brands.
Kotabe, M. M. and Helsen, K., 2020. Global marketing management. John Wiley & Sons.
Krush, M. T., Agnihotri, R. and Trainor, K.J., 2016. A contingency model of marketing
dashboards and their influence on marketing strategy implementation speed and market
information management capability. European Journal of Marketing.
Lane, V.R. and Fastoso, F., 2016. The impact of repeated ad exposure on spillover from low fit
extensions to a global brand. International Marketing Review.
Mekonnen, A., 2018. Digital marketing strategy for affinity marketing: Utilising the new
marketing arena. In Digital Marketing and Consumer Engagement: Concepts,
Methodologies, Tools, and Applications (pp. 87-105). IGI Global.
Rao-Nicholson, R. and Khan, Z., 2017. Standardization versus adaptation of global marketing
strategies in emerging market cross-border acquisitions. International Marketing
Review.
Rocha, P.I., de Oliveira, J.H.C. and Giraldi, J.D.M.E., 2019. Marketing communications via
celebrity endorsement: An integrative review. Benchmarking: An International Journal.
Schlegelmilch, B.B., 2016. Global marketing strategy. Cham: Springer Nature.
Sharma, P., Tam, J. and Wu, Z., 2018. Challenges and opportunities for services marketers in a
culturally diverse global marketplace. Journal of Services Marketing.
Thomas, N.J., 2018. Sustainability marketing. The need for a realistic whole systems
approach. Journal of Marketing Management, 34(17-18), pp.1530-1556.
Wedel, M. and Kannan, P.K., 2016. Marketing analytics for data-rich environments. Journal of
Marketing, 80(6), pp.97-121.
Zietek, N., 2016. Influencer Marketing: the characteristics and components of fashion influencer
marketing.
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