Challenges of Global Marketing and Solutions for Growth in Business

This MBA managerial project investigates the challenges of global marketing and proposes solutions to enhance organizational growth, using Zara as a case study. The project begins with an abstract and introduction, outlining the research aim, objectives, questions, and scope. A thorough literature review explores the role of global marketing, challenges faced in establishing brand image, and strategies to overcome these challenges. The methodology includes a systematic literature review. Data analysis and discussion sections interpret the findings, leading to conclusions and recommendations. The project emphasizes the importance of market analysis, understanding consumer needs, and adapting marketing strategies to achieve global success. The project provides a comprehensive overview of global marketing principles and their application in a real-world business context.

MBA Managerial Project
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Abstract
Main purpose of this dissertation is to analysis different challenges of global marketing and
its probable solution to enhance organizational growth. This is a main purpose of doing this
dissertation. In order to achieve this purpose, different activities was completed by researcher in
effective and systematic manner. Literature review refers to the important activity that was done
by using different number of secondary sources such as articles, books, magazines, publication
research, journals etc. All these are major and useful resources for researcher in collecting of
secondary data about the role of global marketing in context of business organisation, different
challenges of global marketing faced by company during establishing its brand image and ways
by which organisation can easily overcome from global marketing challenges. Research
methodology introduces another activity or chapter of dissertation that was completed by using
different number of methods and approaches. Systematic literature review was used by
researcher as a research strategy. This is a useful strategy that supported investigator in
collection and analysing of secondary data effectively and accurately. Data analysis is another
part of dissertation that was completed for analysing secondary information gathered for
literature review. This helped researcher in gaining of valid and reliable outcomes within limited
time period. Discussion was done by explaining secondary data and its relation with the
information analysed within data analysis chapter. At last conclusion and recommendation are
main part that supported investigator in explaining of entire information about the project in
short way. This section helped in analisation of research outcomes. Therefore, main purpose of
preparing this dissertation was achieved with the use of secondary data or systematic literature
review strategy.
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Contents
Abstract............................................................................................................................................2
INTRODUCTION...........................................................................................................................1
Overview of Research..................................................................................................................1
Background of Research..............................................................................................................1
Research aim................................................................................................................................2
Research objectives.....................................................................................................................2
Research questions.......................................................................................................................3
Scope of research project.............................................................................................................3
Overview of the structure of research..........................................................................................3
LITERATURE REVIEW................................................................................................................6
Role of global marketing in context of business organisation.....................................................6
Different challenges of global marketing faced by company during establishing its brand
image............................................................................................................................................7
Appropriate ways by which organisation can easily overcome from global marketing
challenges..................................................................................................................................10
ANALYSIS....................................................................................................................................15
DISCUSSION................................................................................................................................21
CONCLUSION..............................................................................................................................22
RECOMMENDATIONS...............................................................................................................23
REFERENCES..............................................................................................................................25
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Title: Challenges of global marketing and its probable solution to improve organizational
growth.
INTRODUCTION
Overview of Research
Global marketing is referring to the procedures of adjusting all the marketing strategies
that company adopt while entering into other countries. Now a day's every business organisation
wants to operate their operational activities at global level with the aim of generating larger
profitability. In this context, international marketing is considered as an important activity that is
more than selling the products and services at global level. Mainly, it is an effective process of
planning, creating, positioning and promoting company products in global market with the aim
of establishing its competitive image (Charter and Polonsky, 2017). Thus, at the time of
operating as well as positioning products at global level, company face challenges that create
issues in-front of them. This will negatively impact over the organisational image and its
profitability at international market. Operating at global level and marketing their business and
its services is not easy for company so that, it is crucial for firm to organisation to analyse market
before going global. By this company can easily promote their products and at the same time
also create their competitive image. Current research is based on ZARA, as it is famous apparel
retailer that specializes in fast fashion and products including clothing, beauty, perfumes,
accessories and shoes. Company operate their business in over the world with the aim of
increasing their brand presence in market place. The main focus of this organisation is to capture
customers’ attention by providing them quality and unique products as per current trends. This
will contributes in increasing positive and competitive brand image.
Background of Research
Global marketing is marketing on worldwide scale that taking the commercial benefits of
the global operational differences, opportunities and similarities in context to meet the global
objectives. The global company maintains its scope, capabilities, knowledge and employees and
ensures its vision is reached across countries. The company must conduct a thorough
investigation into the target market, competitiveness and knowledge of the land law and related
policies (De Mooij, 2018). The religious and community preferences of the target market would
be an important factor. The organization will value them and make appropriate improvements to
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its goods or services while maintaining its offering homogenized. They may need to establish a
link to local organizations or get additional authorities permits and licences. Zara has the limited
stores across globe because this uses the targeting strategies in order to make the products and
services available in market. Zara adopted the usage based positioning strategies to highlight
customer centric approach in context to satisfy changing fad requirements of consumers around
globe. For conducting the business at global level, there are different challenges faced by the
organisations in global marketing such as reaching at local customers, handle the creative
development, and understand the needs and preferences of consumers and many others.
Sometimes, these challenges develop the negative impact on organisational productivity and
market share.
Research aim
This expresses an intention for conducting the research study. It explains what researcher is
intending to accomplish at the end of an investigation project in a single paragraph. The
objective should be specified and expressed in such a manner that the achievement can be
identified.
The aim of this research is “To investigate the challenges of global marketing and its
probable solution to improve organizational growth”. A study on ZARA.
Research objectives
Research objectives concisely define the results of study. They outline the objectives a
researcher wants to achieve through the project and give the research guidance. By investigating,
observing, explaining, measuring etc., researchers embody this aim (Grigorescu and Zaif, 2017).
More restrictively, the object of a particular study should be to deal with or address the problem
of analysis. Under this, objectives are developed on the basis of research subject area i.e.
Challenges of global marketing and its probable solution to improve organizational growth.
 To explore the role of global marketing in context of business organisation.
 To analysis the different challenges of global marketing faced by company during
establishing its brand image.
 To ascertain appropriate ways by which organisation can easily overcome from global
marketing challenges.
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Research questions
A question from research is "the question to be addressed by a research project." The choice
of a research topic is a core aspect in quantitative and qualitative analysis. Research requires data
collection and interpretation and the approach varies widely. The choice of a research question is
a key element of quantitative and qualitative both research. Data collection and interpretation
would require investigation and the approach is very different.
 What is the role of global marketing in context of business organisation?
 What are the different challenges of global marketing faced by company during
establishing its brand image?
 What are the appropriate ways by which organisation can easily overcome from global
marketing challenges?
Scope of research project
This project provides wider scope to business organisation because it is based on the
global marketing that provides various opportunities to company in expanding their operational
activities in other countries. In this regard, marketing on a global scale is crucial for business as
it help in increasing customers base, their traffic and its bottom line as well. By increasing
customers base is an effective way to enhance overall sales and profitability level. For attaining
the same, organisation needs to analyse the market trends before going global as it provides path
on which firm established its successful brand image that contributes in inviting more and more
customers over its products and services.
Overview of the structure of research
It is also referring to the important section of entire research activities as it provides support
to researcher in determining the overall structure of the study. This can be beneficial in
eliminating the possibilities of arising any kind of issues and obstacles at the time of attaining
results. In this context, there are various chapter which used by researcher with the aim of
completing the entire study in most effective and structured way (Keegan, 2017). For better
understanding there are some main chapter that must be considered within the research activities
are as follows:
Chapter 1: Introduction
This section plays a crucial role in research as it provides entire information about the
research topic that may assist in understanding the nature and purpose behind undertaking the
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study. Mainly, it includes some important aspects such as rationale, aim, objectives, background
and scope of the study. This will directly contribute in enhancing the reliability of the study and
at the same time also contributes in drawing a valid conclusion within the investigation to keep it
more effective and successful as well.
Chapter 2: Literature review
It is second and crucial chapter that provide theoretical framework on the basis of
specified topic and area. In this researcher gather data from different sources that support them in
taking positive and reliable results (Morrison, 2018). Mainly, it is part of secondary method
wherein investigator includes different books, journals, articles, newspaper and many more. All
these are aid in providing depth analysis about the topic. Along with this, researcher also
includes viewpoints of different authors that support in attaining reliable outcomes at the end of
the study.
Chapter 3: Research methodology
This is one of the most significant section that provide a systematic framework in which
entire research activities can be undertaken. Mainly, it includes different methods and techniques
used by investigator in order to gather relevant data and information towards the specified topic
and area as well. In this context, types of research,, research design, research philosophy,
research ethics, research approach and many more are the major types of methodology that
directly contributes in gathering detailed and vast information that directly support in taking right
and valid judgement at the end of the study in order to make it more successful.
Chapter 4: Analysis
In this section, researcher is analysis all the collected data and information with the aim
of generating positive outcomes that may assist in eliminating the possibilities of arising any
kind of issues and obstacles. The main focus of this chapter is to develop a depth analysis on the
basis of different themes set by investigation and also related with the research aim. With the
assistance of this, valid conclusion can be easily drawn and also improve the reliability of the
study.
Chapter 5: Discussion
This chapter of research is based on the overall discussion that used within the study on
the basis of different source of information (Ramadani and Gërguri-Rashiti, 2017). Under this,
investigator analysis the overall findings that is based on the secondary method of data
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collection. In this regard, the main purpose of this section is to evaluate the positive and reliable
outcomes that support in making or developing a systematic and authentic research in an
effective manner.
Chapter 6: Conclusion and recommendation
It is last and most important phase of research as it includes all the activities of study in
summarised and concluded way. With the help of this, researcher can easily present their
research in brief and at the same time also improve the possibilities of attaining positive
outcomes. Apart from this, recommendation is also crucial as it includes some necessary
improvement that is required within the study. This may support in dealing with all the issues
that arise within the company and also assist in how to improve their performance at market
place.
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LITERATURE REVIEW
This section plays a significant role in collecting detailed information on the basis of
research topic. Mainly, it is a part of secondary method wherein information is gathering from
view point of different authors. It includes different sources such as books, journals, articles and
many more (Rao-Nicholson and Khan, 2017). All these are contributing in attaining authentic
and reliable outcomes that make whole research more successful and valid as well. This chapter
of the study report is critical and useful as it helps scientists recognize study gaps in previous
studies. Some research questions are useful for researchers to effectively address the mentioned
research gaps.
Role of global marketing in context of business organisation
According to Schlegelmilch, (2016), global marketing is referring to the application of
marketing principles that includes in more than one country. Global marketing means that
companies' products or services are prepared, manufactured, placed and endorsed in global
market. Global marketing is far more than simply selling foreign products and services. The
organization is trying to enter the world marketing culture. Mainly it is modified and adapted to
foreign markets that are totally different from demographic market. It conceptualizes and
transmits final goods or service worldwide in the hope that it will reach global marketing
community. Adequate global marketing is capable of catapulting an enterprise to next level.
International marketing is situation in which a firm opens subsidiary within a new country and
allows it to look after market and to take local customs into account, such as religion, diet and
lifestyle habits. Global marketing plays a significant role in business organisation as it is more
than simply selling products internationally. It includes the process of appropriate planning,
producing, placing and promoting company products and services in world with the purpose of
establishing its famous and competitive image. By this large number of customers get influenced
and attracted towards its offering. This will directly contribute in increasing profitability level
and also enhance its market share as well. In addition of this, global marketing is important for
products that are universal demand. It helps in inviting more and more customers that support in
developing positive brand image at global market. In context of this, global marketing occurs
when company as well as marketing manager use an effective global plan to market their
products and services at international basis. As there are various reason why global marketing is
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important company like it provide huge opportunities to organisation in increasing its market
share and customers base as well. This is the reason that company going global and operates
their activities at global level.
As contrary to this Kevin Johnston (2020) Cultural knowledge, exchange of the new
ideas, good opportunities, better communication among governments and improved goods &
services have become driving force behind global business. For thousands of people worldwide,
multi-national businesses have an effect on quality of life. Companies of all sizes that understand
effect help to develop broader recognition on global market. If modern consumers believe they
meet their needs, they may consider offers from a foreign country. Organizations aim even more
to connect efficiently and appreciate each other's cultures to achieve more business success. In
expanding into the foreign markets, companies must study native people's values, attitudes,
customs and language. This learning spreads beyond companies and allows people to be
familiarized and acknowledge the many different people and regions of the world. Companies
also seek mutually beneficial alliances with international rivals. Globalisation is supported to
promote global cooperation, is impacting interdependence of all the nations. Other than this,
from the global marketing company can gain the strong competitive position. Companies can
compete comfortably on local market but in the world, there are few companies that can do this.
Therefore, it was a dominant force in the industry because it could succeed on worldwide market
and could not rivals. Global marketing requires an organization to understand local customer
service demands of global standard solutions or goods and to locate this producing product in a
continuum of controlling customized to meet local, domestic and global requirements to
maintain the optimal balance of costs, efficiency, personalization and location. Global marketing
is combined with regional branding. Structured processes involve an analysis of the "soft" assets
and "hard" assets of a company's resources. Consumer analysis, self-analysis and competitive
analysis are part of brand strategic analysis and growth.
https://smallbusiness.chron.com/role-business-global-market-68049.html
Different challenges of global marketing faced by company during establishing its brand image
According to Schlegelmilch, (2016), while operating business at international market,
there are various issues faced by company that negatively impact over its brand image. Global
marketing is not a simple activity for company as it creates various challenges that affect the
entire operational activities of business organisation. International marketing environment
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includes number of uncertainties and issues that can reduce overall performance of company. In
this regards, cultural diversities and political realities in different nation may develop as well as
create plenty of barriers that is required a special focus or attention as well. There are some
major challenges of global marketing that faced by business organisation at the time of
establishing its positive brand image at market place:
Tariff Barriers: It is considered as a major challenge for company while going global or
marketing. Mainly, it indicates taxes and duties that imposed on imports. As it creates issue in-
front of company in generating adequate profits by selling products in the host countries. Along
with this, frequent change in tariff rates creates uncertainties for business organisation to trade
globally. This can be put negative impact over the company and its brand image at global market
and its customer’s base as well.
However, to overcome this challenge while establishing it brand name at global market,
company can adopt different market entry methods like partnership, franchise etc., because with
the local business company can grow its business in faster manner. Inadequate risks can be
avoided and moreover, this method can help company in reducing the exporting to more
overseas.
Political instability or environment: Each and every country has different political,
economic system that can be a challenge for company at the time of expanding business at global
level. Instability in political and economic condition may arise issue in promoting and delivering
its products at international markets. This can be reducing organisation sales and profitability as
well.
Basically, overcoming this issue is not in the hands of the company because it depends on
the regulatory bodies who are regulating in that specific area.
Change in customers’ needs and wants: While company operate their business at global
level company face issue related with customers needs and wants. As it increases the issue in-
front of business organisation as it may reduce customers base. If company is fails in customers
demand then they reduce its sales and profitability level as well at international market. Thus, it
is important for business organisation in providing quality products as services that positively
affect the company image and its performance as well.
With the change in course of time, choices and preferences of customers also changes. To
maintain the same choice is not possible for a company. Thus, to overcome this challenge it is
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crucial that organisation make alterations on a regular basis so that all the needs and wants can
be fulfilled within the time frame. Moreover, to identify the same company can take feedbacks or
can-do surveys just to know what customers want and if they are satisfied with the products or
need any kind of modifications.
Norms and ethics challenges: In business organisation, ethics is referring to morale,
standard and norms of undertake governing individual and organisation behaviour. Mainly it is
referring to the reflected to laws and regulations that is important for company to follow while
operating their business at global market. This can be a major challenge for company through
which firm can reduce its brand image.
Therefore, to work on this issue, company can start from the beginning i.e. during the
process of hiring. Recruitment panel can guide about all the norms and ethics that are required to
be followed in order to maintain a peaceful working environment within the organisation.
Moreover, they can provide with the written rules and regulations along with code of ethics so
that employees can have an idea if they don’t follow the rules than they can have to face the
circumstances. However, in relation with the company if they will follow the norms of country,
they are operating than they can avoid the challenges related to norms and ethics to a very
extinct.
Falling growth rate in the emerging countries: A marketer needs to note that emerging
markets will continue to expand faster than developed markets at a decline in growth levels for
other developing markets. This is due to their large population and the increase in income that
gives the demand in those markets a boost. All the international marketing organizations must
therefore beyond developed markets and concentrate their efforts also on all the emerging
markets.
A new global market is like a new world for an organisation. Thus, company needs to have
experts who can handle the situations. Moreover, they can let go the uncertainties that are
pushing back in implementing new things or resisting in having a growth. Effective
communication technology can keep them up-to-dated which means communicating with
customers will become easier. Providing discounts can be an effective measure for the company
as they will be able to influence customers with their offers which will gradually increase the
profit rate in emerging country as well.
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