Global Marketing: Portfolio Report on Internationalization Strategies

This report delves into the core concepts of global marketing, starting with an explanation of the glocalisation framework, its benefits, and real-world examples like Coca-Cola and McDonald's. It then reviews merging BRIC markets, focusing on China's background, political and economic risks, and the benefits and drawbacks of market entry for companies like Xiaomi Corp. The report further explores the triggers and motives behind internationalisation, using Tencent Holdings Ltd as an example. Finally, it compares and evaluates market expansion strategies, specifically the waterfall and shower approaches, providing detailed comparisons and real-world applications.

Global Marketing

Table of Contents
Portfolio Entry 1: The “global marketing” concept.........................................................................1
Explain the Glocalisation framework..........................................................................................1
Benefits for company by adopting “think globally but act locally” strategy..............................1
Example from real business that tends to support the portfolio entry by demonstrating
“Glocalisation”............................................................................................................................2
Portfolio Entry 2: Review of merging BRIC markets.....................................................................2
Provide a brief background of China..........................................................................................2
Evaluate the political risk of China.............................................................................................2
Review the economic environment of China..............................................................................3
Summarise the benefits and drawbacks of company looking to move into new market............3
Portfolio Entry 3: Why Internationalise?.........................................................................................4
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.......................................................................................................................................4
Portfolio Entry 4: Market Expansion Strategies..............................................................................5
Compare and evaluate waterfall approach versus shower approach as the market expansion
strategy with real examples.........................................................................................................5
REFERENCES................................................................................................................................7

Portfolio Entry 1: The “global marketing” concept
Explain the Glocalisation framework
Glocalisation is undertaken as the adaption of both global and international commodities
into the local factor. It is the effective combination of both globalisation and localisation as these
are used in terms of describing the effective products and services that are developed and
distributed on global basis in terms of accommodating user into local market. It focus on the
involving culturally for the friendly media and developing effective advertisements in terms of
encouraging the acceptance of foreign products for the local audience (Kotabe and Helsen,
2020). This framework tend to depict the marketing strategies which undertake standardization
and differentiation which include both local and global market. This framework work for
companies in terms of decentralized authority that exist to effectively compete for various
cultural context. Moreover, it leads to mix results for the large economy in terms of making
organisation more competitive as it tends to increase the overall quality of competition and drive
down price to make goods more accessible.
Benefits for company by adopting “think globally but act locally” strategy
In present times, most of the organisations face various challenges in terms of effective
management. For this, various norms, regulations and concerning expectations exist in each and
every country. In regard of this, nation tends to have prominent disposition schedule of
information regarding the privacy restrictions. Moreover, most of the companies does not even
know how to manage information for the local scale in terms of finding and managing
information for company as it helps in managing information for the global scale. Furthermore,
this theory tends to depict effective ways in which organisation tends to opt their effective brands
in that matches with the local audiences (Keegan, 2017). For example, Coca Cola make effective
strategies that are meant to find the proper mix of global and local operations. In regard of this,
companies need to make effective control on the overall situation of the workplace and project
level. Organisations also need to offer effective tools to their employees in terms of effective
working by which they can place prominent information into the approved system.
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Example from real business that tends to support the portfolio entry by demonstrating
“Glocalisation”
Glocalisation is undertaken as the primary capability of entering for the diverse market
across the world in terms of making sure for the local requirements of geography that need to be
met. It is not related with something in which organisations run with global ambitions it is
related with leverage with local people for the customising process. It undertake the two different
aspects in terms of achieving success globally for the biggest multinationals. By undertaking the
example of McDonald's strategy that tends to listen more for the local consumers and then act on
it. Along with this, it also depicts the effective strive of company around the world. For this, few
local favourites undertake McItlay burgers in Italy, McLobster in Canada, Maharaja Mac in India
and so on. As with the help of this, company tends to undertake various global aspects by acting
locally and offering effective services to the local customers.
Portfolio Entry 2: Review of merging BRIC markets
There are various emerging markets in the world but four major markets are Brazil,
Russia, India and China. For this, many investors believe that these markets are prominently
stable and also makes them important for prominent investors portfolio (De Mooij, 2018) (Rao-
Nicholson and Khan, 2017). As the emerging markets are undertaken as the world that leads to
invest on the international basis but it is quite difficult for the exact definition.
Provide a brief background of China
China is expected to outmatch United States in terms of sizing over the upcoming years
that leads to make things extremely essential for any sort of international portfolio. For this, the
government of china and prominent controversies are essential for the investors to identify the
significant risk factor. Furthermore, it also tends to examine these risk in terms of investing
properly which is effective for rapid growing and emerging the economy of market. Along with
this, it is the oldest major world civilization and also ruled by several dynasties considering the
history factor.
Evaluate the political risk of China
Quite unique form of political risk occur in China that leads to occur constant battle
among the central, provincial and local government of China which is applicable for the effective
observance and non-observance of it. It tends to make things quite difficult for company to know
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exactly regarding the rules and norms. China is prominently hazardous in terms of political risk
which undertake effective possibility for nationalisation of industries considering the risk that
already occur in china. Furthermore, devaluation of currency and inflation is possible for the
concerning scenario for various countries (Ratten, 2017). Undertaking the present time tends to
wreak havoc for the adequacy of insurance limits considering the significant problems. As there
is no risk factor for company employees in terms of personal harm and the risk of company for
extortion attempts.
Review the economic environment of China
China tends to maintain its policies by keeping its economy very poor, stagnant, vast
inefficient and isolate global economy. For this, china is considered the fastest growing economy
that tends to undertake the real annual gross domestic product that average around 9.5% in 2018.
Moreover, china also tends to become the largest economy on the basis for merchandise,
purchase, manufacturer and foreign exchange reserve (Alon and et. al., 2020). Furthermore, the
economy of China is matured and undertake the real GDP growth which is projected by the
international monetary fund (IMF). Moreover, the Chinese government also embrace for the
slow economic growth in terms of acknowledging the need and growth that depends on the
exporting and investment.
Summarise the benefits and drawbacks of company looking to move into new market
Considering the Chinese company which Xiaomi Corp. there are several benefits and
drawbacks in terms of making effective move into the new market and some of them are
mentioned as under:
Benefits:
 Moving into the new market is beneficial for Xiaomi Corp. as it depicts the effective
ability in terms of controlling prominent strategies and scare resources. Along with this, movers also tends to enjoy buyers for switching cost which is quite able
to develop Xiaomi Corp. and also more convenient for customers to switch towards the
new brand.
Drawbacks:
 The biggest drawback of moving into new market depict that Xiaomi Corp. invest money
and other resources for better expansion regarding the less capital availability of business
transactions.
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 Besides this, business expansion also tends to spread the prominent resources of Xiaomi
Corp. and expertise too thin and due to this, leaders need to think in terms of expanding
their business.
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 various reasons by which companies opt internationalise and tends to opt
effective expansion of company on the global basis. For this, organisation need to analyse the
effective motivate of company and firm for the better expansion of company. In regard of this, it
tends to depict the prominent desire in terms of expansing globally by considering the market
opportunities (Sharman Padwal and Campbell, 2020). Moreover, these opportunities tends to
undertake prominent demand for the products of company in foreign market and also leads to
change for the favour of product in other nation. It leads to undertake the absence of competition
and in regard of this, significant triggers and motive are discussed as:
Triggers:
Internationalization triggers tends to undertake something that occur inside and outside of
company which is undertaken as the change agent and also need to initiate the effective process
and carry forward it with effective implementation. It is considered as the internationalisation
triggers and effective research is conducted on this area which is quite rare and also undertaken
as the isolated factor in terms of internationalisation process of company.
For this, the prominent trigger which is considered is the competing firms which
undertake the prominent information which is provided by the executives for the competing firm
in terms of considering the certain international market (Schlegelmilch, 2016). Considering the
example of Tencent Holdings Ltd is valuable and worth it regarding the effective development
and leads to capture the prominent attention of management. For this, the management of
Tencent tends to consider the factor of credibility and prominent competition which is useful in
terms of having prominent attention and making a new image in market. In terms of this, there
are various competitors of Tencent including Agora, Facebook, Sea, Meituan-Dianping and so
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on. As these organisations and their income and revenues tends to motivate Tencent in terms of
making effective competition within the emerging market and considering risk factor as well.
Motives:
The effective motive to select internationalise is the profit and growth goals in terms of
developing the effective desire for the short-term profit which is significant for SMEs for the
initial interest for effective exporting. It tends to depict the effective growth for the specific
significance regarding the prominent export of company (Leonidou and Hultman, 2019). This
factor is significant for Tencent in terms of effective growth and success and also tends to run
their organisation considering profitability and growth which is useful for Tencent to rule and
become the leader of market as it leads to influence the exchange rates and alter profit forecast
which is based on the careful market evaluation.
Portfolio Entry 4: Market Expansion Strategies
Compare and evaluate waterfall approach versus shower approach as the market expansion
strategy with real examples
Waterfall approach: This approach tends to depict the effective manufacturing workflow
for the sequential design process. This approach tends to depict the significant eight stages that
are completed as the suitable developer in terms of moving to the other stage. As in regard of
internationalisation, it undertake advanced countries, developing countries and underdeveloped
countries by undertaking their process as this procedure is completed considering the extensive
plan which is set in the beginning.
Shower approach: It is the another market entry strategy which is based on the
diversification principle for company that leads to attempt for effective entry as most of the
markets as possible for the short time (Kasemsap, 2016). For this, successful execution of this
strategy is required in terms of getting high standardization of marketing activities because of
significant difficulties in terms of increasing the effective marketing activities considering the
number of successful market entries.
Basis Waterfall approach Shower approach
Meaning This approach is related with
significant business expansion
in foreign market. In terms of
This strategy is also for
effective business expansion in
foreign market and also
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Marks and Spencer, if they opt
this strategy then they need to
undertake significant
experience and knowledge in
terms of making expansion in
market by obtaining
legislations.
considered as the market entry
which is beneficial to offer
effective entry and can be
opted by Tesco. Moreover, it is
high risky and rewarding as it
tends to allow gathering of
significant profitability in
several market (Keegan,
2017).
Implementation In regard of Marks and
Spencer, it is useful for them
in terms of producing long life
cycle whose products are at the
maturity stage (De Mooij,
2018). It is implies for the
longer time in terms of
developing products for the
client base and also tends to
remove it from market before
any sort of prospect of
business.
This strategy tend to develop
effective short life cycle in
which commodities are at the
introduction and growth stage
and for this, Tesco also tends
to opt price skimming
technique for the initial price
and then tends to fluctuate
from high to low with time.
Benefits This strategy is beneficial for
Marks and Spencer, as it allow
revitalising of products for the
maturity stage in terms of
maintaining stable position in
market. Business expansion
resources are also concentrated
in terms of eliminating risk.
This strategy is effective for
Tesco in terms of outrunning
competition and also tends t
use the effective move for
technological benefit.
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REFERENCES
Books and Journals
Alon, I., Jaffe, E., Prange, C. and Vianelli, D., 2020. Global marketing: contemporary theory,
practice, and cases. Routledge.
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Kasemsap, K., 2016. Implementing electronic commerce in global marketing. Encyclopedia of e-
commerce development, implementation, and management, pp.591-602.
Keegan, W.J., 2017. Global marketing management. Pearson India.
Kotabe, M.M. and Helsen, K., 2020. Global marketing management. John Wiley & Sons.
Leonidou, C.N. and Hultman, M., 2019. Global marketing in business-to-business contexts:
Challenges, developments, and opportunities.
Rao-Nicholson, R. and Khan, Z., 2017. Standardization versus adaptation of global marketing
strategies in emerging market cross-border acquisitions. International Marketing
Review.
Ratten, V., 2017. Gender entrepreneurship and global marketing. Journal of global
marketing, 30(3), pp.114-121.
Schlegelmilch, B.B., 2016. Global marketing strategy. Cham: Springer Nature.
Sharman, J.E., Padwal, R. and Campbell, N.R., 2020. Global marketing and sale of accurate cuff
blood pressure measurement devices. Circulation, 142(4), pp.321-323.
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