International Marketing: Globalisation, Drivers and Impact Analysis

This report delves into the multifaceted impact of globalisation on international marketing, encompassing a comprehensive analysis of its effects on business operations. The introduction establishes the significance of global events and competition in shaping international business dynamics. The main body explores globalisation as a process of integration, highlighting its influence on marketing activities, economies, and people's lives. The report examines the various drivers of globalisation, including market, cost, competitive, and government factors, and their subsequent impact on international business. It discusses the rise in competition, technological advancements, and investment levels, alongside challenges such as multinational management and market border complexities. The report also identifies the drivers of internationalisation, categorised into market, cost, competitive, and government drivers, providing a detailed understanding of strategic choices in emerging markets. The conclusion summarises the key findings, emphasizing the importance of understanding globalisation's influence on international marketing strategies. The report concludes with a list of references for further reading.

International Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Worldwide business mainly affect all kind of technical transactions which are private and
political among the people of two or more then two countries. There is the impact of global
events and competition among small and large companies (Armstrong and et. al., 2015).
However, international environment can be much more complex and diverse then the domestic
environment of company.
MAIN BODY
Globalisation can be stated as process in which the countries have the closer integration
along with people, who has been bought up by the tremendous minimisation of the cost of
transport along with communication and removing the m an made barriers regarding flow of
goods, services, capital and knowledge.
Globalisation can be stated as an umbrella which is the series of complex factors like economics,
technologies in social factors along with modifications in politics with increasing independence,
people interaction among the people along with companies in number of locations. This have the
dramatic impact on the marketing activities along with economies and live of people (Sozinova
and Fokina, 2015). This can be referred for an increasing in economical integrating in adaptation
and economy of scale which has outcome of better trading in financial services by the help of
primary flows and cross border launching work.
In simple words, globalisation can be stated as process which mainly stated as growing of inter-
dependencies among the market of country along with companies dealing across the globe.
Growth in interdependence among the domestic system has mainly outcomed in trend regarding
the market in international, global manufacturing and global ribvarly.
Impact of Globalisation on International Business
This kind of factor is all about wide range of activities regarding business which are being
taken by the company in international terms. With the globalisation increment, there is the trend
of international marketing and it has mainly drawn the attention of business executive along with
officers of Govt. and academics. There is the difference among the domestic and international
business. It is highly essential for the managers of business to take the look after the environment
while making the decisions for the decisions of international and thus managing the ongoing
operations of global market. (Sharma, 2015).
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Globalisation in the economical, cultural and political sector which has been raised since
the 1970s and thus has been receiving the certain upliftment after the Cold war ended. There are
numerous of the economic system who believe in globalisation which can be the statement for
the primal trends within the world economy like:
 There are the low reward for workers and more net income in Occidental Economies.
 Alluvions of migratory for towns in poor nation.
 Low inflation and low curiosity rates contempt the strong growth.
There are various kind of aspects which in turn affect the world in number of ways which are: Industrial: There is the global production within the market of accessing in it wider ways
along with foreign products for companies and consumers. Financial: There are the global market of finance along with the usage of for corporate,
national and sub national creditors. Economical: Realisation of international common marketplace which is totally based
upon the goods exchange along with capital. Political: This can be stated as creative activity of the world Govt. which mainly
modulate the relation among countries and assurance the rights among social and
economical globalisation (Chaston, 2015). Cultural: Development of cross cultural contacts, coming of new kind of categories of
cognitive state along with identification like globalism for desiring the ingesting and
savour abroad goods and ideas,implementation new technology. Ecological: This kind of factor can be stated as challenges which are not being solved
without any kind of international cooperation like climate modification, cross boundary
water and air pollution, over fishing of the ocean and dispersed of invasive species.
Globalisation has been affecting the business in below described factors:
 Rise in Competition: Globalisation has been leading to increase the competition. This
can be stated as the competition which is highly related to the goods and service cost
along with the price, target market, technological adaption along with better production
Market share is being increased with the less cost and selling products at cheaper cost
(Surugiu and Surugiu, 2015). With the enhanced competition from the foreign goods and
companies, every country industries are being compelled for enhancing the standards
along with quality and thus giving out maximum level of satisfaction. There are various
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kind of benefits which are being provided to the customers along with economy entirely
and thus raises the living standard.
 Rise in Technology and Know how: Rise within the technology of nation has bought up
some of the new cultures and technologies which bare mainly opened to certain area
which is clear along with growth of knowledge. In outcome, they are amended to manage
out primary and secondary industries (Deshwal, 2015). Along with this it mainly helps
out in affecting the tertiary sector in positive and effective manner.
 Rise in Opportunities: There are high number of companies along with resources which
are present. With this many of the individual along with company gets the opportunity of
attaining growth and success. There are various kind of job opportunities which are being
present and thus many of the people has the advantages of agitated abroad. By this
migration rates also increases and thus people get the luck of growing economically and
social group. By this it is very clear that there is no lack of opportunities for the people
and thus can enhance themselves.
 Rise in Investment Level: There is the rise of foreign investment in countries which can
help out companies along with cities at rapid pace which is something that every kind of
nation which should be given for high level of benefits (Madsen and Wu, 2016). In
modern scenario, there is more import for every kind of country in order to attain the
global growth who has shared up the sources in better and effective way which we could
not have imagined.
 Choice of Location: In current situation business are much more free to choose the place
from where they will direct and thus can change for cheaper and effective area. Within
the last decade, there are many of the businesses which are innovated and are much more
attractive mainly in financial sector. There is much more freedom of the movement in
moving out the goods and services to get clutch of the cheaper inputs like social class in
developing countries. Limitation of this kind of factor is that if the mangers which would
not always motion to some kind of nation if the living conditions are not good.
 Information Transfer: This can be stated as one of the effective and value industry
factor within present environment. Data can be moved along with exchange of one
country to another. If there is the chance of for utilising the knowledge along with
information which mainly means that global changes has been adopted. There is the rapid
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change within the market which also means that quick transportation of data and efficient
use of knowledge and data.
 Multinational and multicultural management: This can be stated as the main
challenge for business and its mangers. A multinational company is much more complex
with number of variables which is highly difficult to manage. This mainly leads to the
employees which has many kind of languages, nationalities, religions and cultures in
various kind of offices across the world (Jamal, Peñaloza and Laroche, 2015). Reaction
of these kind of employees are different regarding the incentives along with motivation
which is hard to find the director who are much more sensitive for all kind of factors.
Example can be taken up of Japanese were at first who were initially very much
unsuccessful with the Thai employees who did not responded well to the Japanese
techniques of structuring up of corporate loyalty along with motivation.
 Globalisation of Market: There is the less importance of National Borders. Market
stretch across the borders which are very well placed for taking up the advantage. There
are various kind of issues regarding language and culture. Along with this, there are
many kind of business which has made expensive errors by not taking local variation
appropriately within the account. There are various kind of marketing tools which are full
of stories often amusing.
 Economical Development: There are various kind of opportunities for developing the
nations by allowing them to access the new markets across the globe. India and China has
ridden up the waves of globalisation from the twenty-first century which has rapidly
increasing the economical powerhouse (Virkar, 2015). There are number of Tribal groups
within the nations like Brazil and Africa which in turn can ride up by the globalisation
waves along with the local made goods which are being advertised by internet for
uplifting living standards.
 A higher level strategizing: This in turn the globalisation, there are many of the
strategies of marketing and promotion events in many of the companies which in turn can
utilise the electronic tools along with techniques like network of computer, iPod and
mobiles which are mainly utilised by the help of internet.
Drivers of Internationalisation
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There are various kind of drivers of globalisation which has lead to impact on the strategic
choices a company who can make while taking decisions for entering into emerging market
(Skudiene, Auruskeviciene and Sukeviciute, 2015). Those drivers are being stated below:
(Source: Drivers of Internationalisation, 2017)
Market Drivers Similar Customer need: There are various kind of customers who has the similar kind of
needs and thus by this company can avail various kind of advantages and thus
globalisation can help the company to grow. This in turn will help to bring out company
to fulfil the needs of international customers. Global Customers: A company can have the global customers as there are some of the
common products which are being shared like the car components which has the demand
in overall world. So this kind of factor can affect the company while coming into kind of
emerging market.
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 Transferable Marketing: There are various kind of marketing concept which are being
adopted by company and those techniques are common in nature, example can be taken
up of Coca Cola who has certain advertising techniques which can be applied in every
kind of technique.
Cost Drivers: Scale Economies: This kind of factor within the economy of country plays effective role
as when the company wants to take step in emerging market then this element can help
in scaling up of economies. Country specific Differences: There are various kind of differences which are being
created as company does not manufacture the whole product at single place as they
assemble it from various places. Example can be taken up of clothing company like
deigning to the clothes are being done in Paris as per their fashion and manufacturing is
being done in Bangladesh which can create negative impact on the negativity. Favourable Logistics: In this, company has to look out for the transporting facility in
which they can transport the products in cheapest way. This kind of factor can directly
affect the productivity like if there is the company who deals in IT sector like low cost of
transporting microchips.
Competitive Drivers Inter-dependencies: This kind of factor is highly essential as the it is highly needed to
have global coordination among the subsidiaries in various countries so that they can
step into new emerging market. Global Competitors: There are various kind of competitors which are already present
within the certain market with similar kind of products and has been dealing for long
time so this kind of factor can make impact on the company.
Government Drivers Trade Policies: There are various kind of impacts for the trade policies which can make
direct impact on the company who has been planning strategies for entering into new
merging market. Technical Standardisation: This kind of factor can also make huge impact on the plans of
company for new market as it is highly essential to be up-to the mark for company.
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Example can be taken up of electronics company who has to fulfil standards which are
being set.
 Host Govt. Policies: This kind of policy can directly can make impact on the plans and
strategies made by company for new market.
CONCLUSION
From the above report, it can be concluded that globalisation is the factor which has the
potential of making impact on the companies who wants to evolve within new emerging
international market. There are various kind of drivers which has put direct impact on plans and
strategies which are being made by company.
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REFERENCES
Books and Journals
Armstrong, G. and et. al., 2015. Marketing: an introduction. Pearson Education.
Sozinova, A. A. and Fokina, O. V., 2015. Special aspects of studying the internet as a marketing
communication channel of the service industry. Mediterranean Journal of Social
Sciences. 6(4). p.139.
Sharma, S., 2015. Internet marketing: The backbone of Ecommerce. International Journal of
Emerging Research in Management &Technology. 4(12). pp.200-202.
Chaston, I., 2015. Internet marketing and big data exploitation. Palgrave Macmillan.
Surugiu, M. R. and Surugiu, C., 2015. International trade, globalization and economic
interdependence between European countries: Implications for businesses and
marketing framework. Procedia Economics and Finance. 32. pp.131-138.
Deshwal, P., 2015. E-Marketing: Challenges And Opportunities For The Marketers.
International Journal of scientific research and management (IJSRM). 3(11). pp.3747-
3753.
Madsen, E. S. and Wu, Y., 2016. Marketing and Globalization of the Brewing Industry. In
Brewing, Beer and Pubs (pp. 34-53). Palgrave Macmillan, London.
Jamal, A., Peñaloza, L. and Laroche, M. eds., 2015. The Routledge companion to ethnic
marketing. Routledge.
Virkar, S., 2015. Globalisation, the Internet, and the Nation-State: A Critical Analysis. In Social
media and the transformation of interaction in society (pp. 51-66). IGI Global.
Skudiene, V., Auruskeviciene, V. and Sukeviciute, L., 2015. Internationalization model
revisited: e-marketing approach. Procedia-Social and Behavioral Sciences. 213. pp.918-
924.
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