Global Marketing Report: Glocalization in Action, Analysis

This report delves into the concept of glocalization within the context of global marketing. It begins by defining glocalization and its significance in the modern business landscape, contrasting it with earlier concepts like internationalization and modernization. The report explores how companies adapt their products and strategies to local markets while maintaining a global presence, using examples like McDonald's in India and China and the challenges faced by Starbucks in China. It examines the homogenization of consumer behavior and the importance of tailoring products to meet diverse cultural needs. The report further analyzes the Lego Company and Mattel, highlighting their glocalization strategies, product adaptations, and marketing approaches across different regions. It also provides insights into the impact of cultural factors on marketing and the significance of understanding local preferences for global success.

Running head: GLOBAL MARKETING
GLOBAL MARKETING
Name of the Student
Name of the University
Author note:

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Part 1
The term, which consolidates the words globalization and localization, first showed up in
the late 1980s in articles by Japanese financial specialists in the Harvard Business Review. As
indicated by the humanist Roland Robertson, who is credited with promoting the term,
glocalization portrays the hardening impacts of neighborhood conditions on worldwide weights
(Robertson 2013). At a 1997 meeting on "Globalization and Indigenous Culture," Robertson said
that glocalization "implies the synchronization the co-nearness, of both universalizing and
particularizing inclinations." Internationalization, a prior term for globalization, is as yet utilized
in a few ventures when alluding to planning items for worldwide promoting (Drori, Höllerer and
Walgenbach 2013). The idea originates from the Japanese word dochakuka, which implies
worldwide localization. It had alluded to the adjustment of cultivating systems to neighborhood
conditions. It turned into a popular expression when Japanese business received it in the 1980s.
Since the 1990s, glocalization has been beneficially speculated by a few sociologists and other
social researchers, and might be comprehended as a procedure that consolidates the worries of
localism. Glocalization works best for organizations which have decentralized expert. The cost to
the organizations increments as they can't standardize items and activities, diverse societies have
distinctive needs and needs which is featured in this test. A case of an organization prevailing
with regards to making new items for their developing business sector is McDonald's new rice
dinners in India and China (Drori, Höllerer and Walgenbach 2014). This demonstrates a case of a
worldwide business that has confronted challenges because of localization of their items can be
exhibited through the end of a Starbucks in the Forbidden City of China in 2007. Starbuck's
endeavor to confine into the way of life of China by pleasing their menu to nearby components,
for example, serving "green tea frappuccinos" and expanding their stores was pervasive in many

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zones of China, yet when Starbucks spread to the Forbidden City, an issue encompassing social
character emerged.
According to Levitt (1993), it is a worldwide phenomenon that is seen that a particular
product gains success across a number of countries, therefore it can be stated from this particular
phenomenon that the consumer base all over the world is becoming homogenized. The
consumers all over the world are bearing similar characteristic traits. This global localization of
consumer behavior, and not just consumer behavior but also general approach of the population
towards various subjects such as democracy can also be stated as glocalisation. The big
companies are tailoring there products in a way that the people demands all over the world can
be met.
Globalization is a generally late term. It showed up in English-dialect utilization just in
the 1960s, but without the substantial undertones that it started to convey in the 1990s. Other
comparative articulations, notwithstanding, as of now advanced the center importance
surprisingly on earth living in a solitary social space, strikingly Marshall McLuhan's thought of a
‘Global Village' (McLuhan 2014). Entering social logical talk in the mid 1980s, globalization
itself therefore turned out to be such an across the board term, to the point that it has progressed
toward becoming something near a general name for the present time in which we as a whole
live, for better or then again more awful. And actually, the assessment of globalization sways
uneasily between idealistic guarantee and tragic danger. Parallel to this conflicted state of mind
has been an extremely predictable inclination to understand globalization in wording of logical
parallels, particularly the spatial refinement between the worldwide and the neighborhood, or
that amongst general and specific The worldwide in globalization alludes both to a geographic
point of confinement, the earth as a physical place, and to an enveloping scope of impact, to be

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specific that all contemporary social the truth is as far as anyone knows adapted or even dictated
by it. This inevitable and comprehensive quality complexities with the idea of modernization,
seemingly the prime term that globalization has supplanted both in well-known and logical talk.
While modernization barred different 'others' that were considered either pre-present day/
conventional or just while in transit to modernization, globalization incorporates all of us, even
our 'others'. Modernization temporalized its universalism: in the long run all would/could move
toward becoming present day. Globalization specializes it: the nearby needs to grapple with the
worldwide. The other side of this common connection is that the concept of global can't be
global with the exception of as plural forms of the neighborhood or local. Henceforth
globalization is in every case additionally glocalization as well (Robertson 2013), the worldwide
communicated in the nearby as the particularization of the worldwide phenomenon of
globalization and glocalisation. This contrast amongst modernization and globalization enables
us to understand the unique demeanors toward religion that win under the aegis of each term.
The exchange of this fundamental postulation in this part continues as takes after. In the
discussion, the possibility of the pluralization of religion by disengaging and then representing
four essential anchors of variety along which this pluralization seems to continue. On this
premise, two further segments at that point center on the sociological perception of religion. The
principal follows the reasons why sociological understanding has moved far from a
modernization accentuation which normally supported the local or national society as the default
unit of investigation for the researchers dealing with globalization and glocalisation. Bawman
(2013) also takes a look at how the subdiscipline has since the 1980s been expressly or certainly
expanding the essential unit of examination to incorporate the whole globe, while at the same
time moving far from the supposition of secularization as the overwhelming pattern and toward

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minor departure from pluralization. These more literature review arranged segments are then
trailed by a brief introduction of my own recommendation for instructions to speculate religion
in worldwide/glocal society (Bauman 2013). At long last, a closing area considers conceivable
future bearings for the humanism of religion in light of the general examination.
In the course of recent decades, the idea of 'glocalization' came to stand for more than
what the term truly includes. Not exclusively does it allude to the commonly constitutive
character of the worldwide and the nearby; rather, it leads the test to the various polarities that
have ruled past talks of globalization, and focuses to the dualities of comparability and variety
and also universalism and particularism (Joseph and Ramani 2012). In this short discussion, one
can make an endeavor to indicate the measurements of intricacy and multidimensionality natural
in the thought of glocalization of association and administration. It can be proposed three
arrangements of investigative conceptualizations (Roudometof 2016). In the first place, it is
distinguished three levels of glocalization: vertical, level, and transient. Second, we extricate
three center topics of glocalization: the 'what', 'who', and 'how'. Last, we name a few sequenced
parts of glocalization: reflection, development of equivalency, and appropriation and adjustment.
Bound together, these conceptualizations are the reason for portrayal and investigation of
glocalization. We contend that the critical rule of such a diagnostic way to deal with the
multidimensionality of glocalization is the convergence, or conjuncture, among these three
arrangements of conceptualizations.
Part 2
The Lego Company deals with children toys and products through which creativity can
grow by supplementing the imaginative power of the students (Lego.com 2018). The Lego toys
are blocks or bricks which are interlocking and which can be used to make various shapes and

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designs ranging from buildings, cars, animals among others. The Lego Group is a company
based in Denmark that is most famously known for the toys mentioned above. However the
group has also set up various amusement parks throughout the globe which are known as
Legolands and also the company has various retail stores around the world.
The company has been establishing amusement parks and retail stores on various parts of
the world which has helped in the popularizing of the product across the globe. The Legos are
one of the most common toys found in various parts of the world. Therefore it can be stated that
the product has gained popularity across regions and actually has gone through the process of
both globalization and localization and hence the concept of glocalisation can be appropriately
used in this regards. The Legoland parks have large Lego models of famous structures and cities
and also Lego themed rides.
In terms of retail stores the company in total has more than 134 retail stores in various
parts of the world including United States, United Kingdom, India, Germany, Canada, France,
Spain, Austria, Italy, Denmark, Belgium, China, Sweden and Lithunia (LEGO Group 2013).
Therefore it can be stated that the company has global presence all over the world. The company
has based itself in various regions of the world and therefore the product has been popular across
the globe. The Lego bricks are now produced by various companies locally and is used at local
levels.
The company has taken up various promotional activities to increase the awareness of
the brand, campaigns are done through television, internet and magazines. The company has
released Lego Minifigures series for Summer Olympics 2012 and the Mascots like Tom and
Vinicus for the Summer Paralympics 2016, and the Olympics 2016 in the summer (Antorini,
Muñiz Jr and Askildsen 2012). For the social networks the company has launched the My Lego

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Network and the participants get rewards such as badges, ranks and blueprints. As the company
caters to the age group of 3 to 15, the money is mainly provided by the parents. Therefore the
price has been kept as per the budget of the parents of this age. The company has repeatedly
focused on the quality of the materials that are used for manufacturing the products, the children
mainly use the product hence due consideration has been made to keep the quality as per
standards as the children may be susceptible to any danger from the products.
The company has adopted the concept of glocalisation by globalizing its products and
also by localizing its marketing strategies and the promotional methods according to the culture.
The company has been successful in making the product to be a part of a large number of house
in the whole world, all the children who have the privilege of playing with toys have their own
sets of Lego (Andersen and Ross 2016). The company has given birth to a Lego culture where
various smaller local companies have started producing similar products. This can be a perfect
example of glocalisation where a company has started a particular culture and the company has
also marketed the various products based on the local culture of the area. As already stated in the
first section it is stated by Levitt (1993) that the international customer base is showing trends of
homogeneity across sectors and brands.
Mattel is one of the big companies that deals with various famous lines of toys like
Barbie and Hot Wheels (Mattel.com 2018). What is similar in the two companies of Lego and
Mattel is both the companies have the same vision of helping the children grow with creative
thinking with the help of their toys. The toys are expected to increase their creative growth and
thinking capability. The toys like Hot Wheels and Barbie are good for the children to decorate
and use their creative ideas. The brand of Barbie is one of the most famous toy brands around the
world. This particular toy has become a part of every girl child’s life. Barbie dolls are used all

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over the world in each and every countries. The Barbie dolls have the unique characteristic of
adopting the culture of the country where it exists. For example the Barbie dolls in China will
have unique Chinese physical features with dresses and appearance which is essentially Chinese.
The Barbie dolls in India are seen to be wearing Indian dresses such as Sarees and Salwar Suits
with Indian Jewellery and accessories such as ear rings and nose rings. This is one of the most
important examples of Glocalisation that can be cited in recent times. The toys show unique
traits of the local culture and they have been made keeping in mind the local cultural details of
these places.
Hot Wheels is also a very famous brand of car toys and the very famous car models are
being replicated in smaller miniature sizes, and as the Barbie dolls are famous among girls, these
hot wheels cars are famous among boy children throughout the globe. The cars which are chosen
are miniature toys or real car models. Therefore this concept of toys have also their own
globalization factor and also the toys have their own local features as the famous and popular
cars of a particular region are imitated.
Among the two companies it can be said that Lego is a more global brand as the toys are
uniform across the globe and they have very less cultural factors (Andersen, Kragh and Lettl
2013). On the other hand the toys of the Mattel Company is having more local characteristics as
these toys are designed according to the local cultural variation. Among the two companies
therefore it can be said that the concept of Glocalisation is more appropriately implemented by
the company Mettel because it has used the global phenomenon of the Barbie toys to be mixed
with the local cultural factors such as dressing, skin color, accessories and body language and
features of the toys.

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Lego is a Danish company, and Mattel is an American company, both the companies
have been extensively dealing with children products, especially toys. The multinational
companies are also at competition to increase their presence all over the globe. The bigger
companies cannot ignore the phenomenon of globalization in present times. However it is
imperative for the global companies to include local elements so that the consumers of a
particular region may get especially interested in their products. As it is already stated that the
global companies have been endeavoring to include local elements in their products, on the other
hand the consumers all over the globe are showing the phenomenon of selecting similar type of
products. This is the reason why some products are successful all over the globe. Coming back to
the words of Marshal McLuhan, the world is turning to a global village where the whole world is
connected by the various communication means. It takes a second and an internet connection to
talk to anyone in this whole earth. This is the reason that standardization has been seen in the
taste of the customers. The companies like Mattel and Lego has utilized the globalization
phenomenon and has used appropriate marketing techniques to spread across the Globe.
Dot Plot Table
Marketing Mix Subcategories of
the Marketing Mix
Standardizatio
n Adaptation
Product Policy
Price Policy
Distribution Policy
Communication
Policy

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Legend Lego
Mattel

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