Global Marketing: Entry Mode Decisions and Market Analysis Report

This report delves into the core concepts of global marketing, emphasizing the significance of digital marketing in today's interconnected world. It examines the development of global marketing strategies, highlighting the importance of adapting to changing consumer behaviors and leveraging online platforms for increased sales and brand recognition. The report analyzes the BRIC market (specifically India) as a potential expansion opportunity for a UK-based company (Pretty Eccentric), considering political risks, trade barriers, economic factors, and cultural nuances. It explores various foreign market entry modes, ultimately recommending the franchise model for market entry. The report also discusses the advantages and disadvantages of expanding into the Indian market, along with factors influencing the entry mode decision. Overall, the report provides a comprehensive overview of global marketing principles and practical application in a real-world business scenario.

GLOBAL
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
1 DEVELOPMENT OF GLOBAL MARKETING CONCEPT.................................................4
2 DISCUSS THE DEVELOPMENT OF A GLOBAL MARKETING CONCEPT...................4
3 DEVELOPMENT OF GLOBAL MARKETING WITH EXAMPLE.....................................5
TASK 2............................................................................................................................................5
1 BRIC MARKET.......................................................................................................................5
A. BACKGROUND OF THE CHOOSEN BRIC..................................................................5
B. POLITICAL RISKS..........................................................................................................5
C. TRADE, TARIFF AND NON-TRADE BARRIERS........................................................6
D. THE ECONOMIC ENVIRONMENT...............................................................................6
E. ADVANTAGES AND DISADVANTAGES OF THE COMPANY TO SHIFT.............6
TASK 3............................................................................................................................................7
1 NAME OF THE COMPANY AND WHAT BUSINESS IT IS IN.........................................7
2 FACTORS AFFECTING THE FOREIGN MARKET ENTRY MODEL DECISION...........7
TASK 4............................................................................................................................................7
1 ENTRY METHOD- FRANCHISE..........................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
Books and Journals.....................................................................................................................9

INTRODUCTION
Global marketing is a medium through which are the products can be sold online or
worldwide for the customers and this method is really important in today's world. The company's
all over the world must take there products online because that can get the company a huge
market for themselves. Online products can get feedback's instantly because the customers are
very much available online.
The report will be covering the major global marketing concepts, foreign marketing entry
mode decisions, advantages and disadvantages of global marketing and risks involved in global
marketing. It is very important for the business to understand the importance of global marketing
all around the world if the company's want to increase there sales and make profits.
TASK 1
1 DEVELOPMENT OF GLOBAL MARKETING CONCEPT
Global marketing is a very important concept for the company's who want to make a
profit in the market. The latest marketing concept which has come up and has captured the full
market is digital marketing because they target the customers all around the world. The
customers have come online and targeting them will be very easy for the company's. Digital
marketing is a concept if used by the company's then they can make huge profits because there
will be customers all around the world and most of the products will have to be exported. Coca
cola is the best example for this because coca cola sells more in Japan than in United States.
Digital marketing can make the company's very famous, get a good portfolio and make a name
for there brand in the market (De Mooij, 2018). The culture is slowly changing in the society and
that will make the company grow because the society and culture have got very friendly with
digitization in the world and the company's can target that very easily.
2 DISCUSS THE DEVELOPMENT OF A GLOBAL MARKETING CONCEPT
Literature Review
As per the view of (Alon and et.al., 2016) the development of global marketing is very
important in today's world because the world is slowly changing and becoming more digitized
and so should the company's use this method because it will make them increase there profits and
sales.

In accordance with (Gillespie, 2015) The company's who are ready to change and become
bigger and capture more market they should change and be flexible in today's world because
there is a change in the world, and they must go with it. Changing the company's methods and
strategies for promotion or anything will make the company very big and famous worldwide
amongst the customers. The company will have loyal customers too in the world.
In view of (Keegan, 2017) the company's who are very good with their strategies and
methods are those companies which are very flexible and can change with their customers
requirements. There are a lot of changes which can be seen in the world and the company's who
do not change themselves will not be able to make a profit and make extra sales.
3 DEVELOPMENT OF GLOBAL MARKETING WITH EXAMPLE
Development of global marketing is very important and the boutique in London must
understand its importance because they are targeting the customers who are local, but they do not
have an idea that if they develop globally then they can make a bigger market for themselves.
The company was a success but only for the people who knew them, and they became there loyal
customers but the company can do much better if they globalize there products so that everyone
can know about there company. Pretty Eccentric is a very good store for the customers know
visit this store but if they want to improve the conditions of this then they will have to make the
company have better methods and strategies to run it. Digitization is a very good way of making
the company work, the importance of this the company or the boutique must understand because
not just make them get more customers worldwide but also target the locals who have not visited
there store till now. The boutique must make themselves come on the social media and advertise
themselves so that they can make more loyal customers in the city (Steenkamp, 2017).
TASK 2
1 BRIC MARKET
A. BACKGROUND OF THE CHOOSEN BRIC
India is a third world country which is still developing at a fast rate and the company will
profit a lot if they try to entire this countries market. India is very famous because of its culture
in the entire world so Pretty Eccentric will have to get changes in the production of their clothes
because they will not be acceptable in the market of India on a high rate. The company does not

want to change then they must target places in India which are very modern or urban to
understand the production of this company (Rao-Nicholson and Khan, 2017). All the customers
must be treated equally in India because it can create major issues for the company because
Indian's are very sensitive.
B. POLITICAL RISKS
The political factors which are involved in starting a business in India are as follows.
 The company's who are thinking of quick money and then leaving the country should not
even start a business in India because it is a marathon the companies have to do and not
just a sprint.
 The company's who want to launch a branch in India must understand the culture of the
country because that is very important since India wants to keep its own culture alive.
Culture is the reason why India is so famous because the culture of the country is such.
C. TRADE, TARIFF AND NON-TRADE BARRIERS
There is free trade between United Kingdom and India and that can be a great advantage
for the company or the boutique to open itself in India because the taxation is not there and the
trade can take place easily (Skarmeas and et.al., 2018). India wants to develop itself in all the
fields possible and one of the steps to achieve that is free trade with few of the countries and
United Kingdom is just one of them who are having a free trade with the country.
D. THE ECONOMIC ENVIRONMENT
The economy of India is developing on a high rate and is having a good GDP and stands
third in the world. The country is doing everything possible increasing the standards of the
country and when the country is developing then it is even better for the country to shift in India
because first no taxation and free trade between the two countries and India has a good GDP in
the world so people will be willing to spend on these products (Al‐Khatib and et.al., 2016).
E. ADVANTAGES AND DISADVANTAGES OF THE COMPANY TO SHIFT
ADVANTAGES
The company can make a lot of profit because they will not have to pay for trade and
taxations in the country because that is a free trade treaty which has been signed between the two

countries. The GDP of the country is also good which means they will not have to lower the
prices in the country.
DISADVANTAGES
The country is still developing and it is not certain that it will keep developing or will not
be able to be successful at all. The country is not certain, and they are still trying to make the
change come in the country but if they not succeed then the company will get affected (Büscher
and et.al., 2017).
TASK 3
1 NAME OF THE COMPANY AND WHAT BUSINESS IT IS IN
The company we have chosen is Pretty Eccentric is a company which is situated in
London and the company focuses on the products which are old style and make the most from
those products. The style they are using is very attractive because old fashion can never be
removed from fashion because fashion keeps changing but comes back to the old one. Pretty
Eccentric company was founded by Michelle Scott in 2009 (Ratten, 2017). Pretty Eccentric store
opened in 2009 October in Brighton's lane district and now is very popular in that area.
2 FACTORS AFFECTING THE FOREIGN MARKET ENTRY MODEL DECISION
There are three types of entry mode for making a business get international which making
a business successful outside there native country. Export mode and hierarchical modes are two
major entry modes which are responsible for the company to grow outside.
Export Modes
This mode is very flexible because it is cost friendly and risk friendly but the negative
approach to this is that there is low control. Making contacts is very important in the other
countries before entering the market of another country. The direct contact is with the agents and
the distributions which the company will have to make so that the company can easily settle
down in the market of India.
Hierarchical Modes
The company gets the highest control because they take care of the domestic and
international links of the value chain. The company's who are ready to invest in getting
international they can go for this mode because it is highly risked and cost effective. Companies

go for this mode because they want efficiency in the market very quickly and they invest a lot for
this mode.
TASK 4
1 ENTRY METHOD- FRANCHISE
Franchise is when a company gives its copy right to another person so that they can open
a retailer store and an amount is paid to the original company who gave there copyright is known
as franchise. Debenhams is a franchise retailer who has opened its retailer store in 178 location
which includes United Kingdom, Ireland and Denmark. The company is a private limited
company and is trying to make more franchise across the world. The headquarters are in London
and it is a fashion retailer store. It was one of the first stores to open in London in the eighteenth
century. The company now wants to extend itself in other countries and India is at the top on
there priority list because India is a developing country and India also has a good GDP which
means the company will not have to reduce the prices of the products (Schlegelmilch, 2016).
The company is thinking of coming into India by using franchise because that is the
easiest way of coming into India because that will not cost them much by sending employees
from United Kingdom to India, and they can easily open there store by using this method since
they have experience in this method also which will give the company an upper hand. The
company will have to send its products to India which will be through free trade since India and
United Kingdom have had a settlement there and the company can make profit through that.
The company will have to get a few changes in the products and that will make the
company excel in India also because the culture of India is very different from United Kingdom.
The culture plays a very important role in India because the Indians are still very traditional in
most of the ways and the country may be developing, but they will not want to change there
culture. Company will have to do a detail analysis of India's legal structure so that they will be
able to make decisions and make methods accordingly because it is very important for the
company to follow that so that they do not have troubles later. There has to be transparency
between the company and the person who will be dealing with this company's franchise so that
the company can have a proper dealing.

CONCLUSION
Debenhams and Pretty Eccentric will make a good profit if they enter the market of India
because of the free trade policies, but they need to do a detail analysis of the factors which might
become a barrier for them later in the future. The company will have to change there products a
little because of the culture factor of the country or maybe change the designs according to the
old traditional clothes of the country so that there theme remains the same.

REFERENCES
Books and Journals
Keegan, W.J., 2017. Global marketing management. Pearson India.
Gillespie, K., 2015. Global marketing. Routledge.Gillespie, K., 2015. Global marketing.
Routledge.
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Alon, I and et.al., 2016. Global marketing: contemporary theory, practice, and cases. Routledge.
Steenkamp, J.B., 2017. Global Marketing Mix Decisions: Global Integration, Not
Standardization. In Global Brand Strategy (pp. 75-109). Palgrave Macmillan, London.
Rao-Nicholson, R. and Khan, Z., 2017. Standardization versus adaptation of global marketing
strategies in emerging market cross-border acquisitions. International Marketing
Review. 34(1). pp.138-158.
Skarmeas, D and et.al., 2018, July. ON RELATIONSHIP VALUE IN INTERNATIONAL
MARKETING CHANNELS. In 2018 Global Marketing Conference at Tokyo (pp.
1330-1330).
Ratten, V., 2017. Gender entrepreneurship and global marketing. Journal of Global
Marketing. 30(3). pp.114-121.
Al‐Khatib, J.A and et.al., 2016. The ethical profile of global marketing negotiators. Business
Ethics: A European Review. 25(2). pp.172-186.
Schlegelmilch, B.B., 2016. The Future of Global Marketing Strategy. In Global Marketing
Strategy (pp. 221-249). Springer, Cham.
Büscher, B and et.al., 2017. Authenticity and the Contradictions of the “Ecotourism Script”:
Global Marketing and Local Politics in Ghana. Critical Arts. 31(4). pp.37-52.