Globalization's Impact on Lion Nathan: Challenges and Opportunities

This report analyzes the multifaceted impact of globalization on Lion Nathan, a food and beverage company. It begins by summarizing key research articles focusing on globalization's effects on marketing, consumer behavior, and business strategies. The report then examines how globalization has i...Read More

Running head: GLOBALIZATION AND ITS IMPACT
GLOBALIZATION AND ITS IMPACT
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1GLOBALIZATION AND ITS IMPACT
Table of Contents
1.0 Summaries of the resources..................................................................................................2
2.0 Introduction...........................................................................................................................3
3.0 Discussion.............................................................................................................................4
4.0 Conclusion............................................................................................................................5
5.0 Recommendation..................................................................................................................6
References........................................................................................................................................7

2GLOBALIZATION AND ITS IMPACT
1.0 Summaries of the resources
Author: Remus Ionut, NAGHI Iulia
Year: March 2013
Summary: The main contribution of this paper is to discuss the significance of the
globalization on the marketing mix. Reaching to the consumer is achieved by the proper
marketing. According to this article the globalization has significant impact on the changing
trend of marketing (Naghi, 2017). The importance for selecting the article is that it has drawn
certain impact of the challenges of the changed marketing situation and marketing mix on the
context of the changed business environment due to globalization.
Author: Margaret (Peggy) Cunningham,O. C. Ferrell
Year: 2015
Summary: The main objective of this paper is to discuss about the impact of
globalization and global marketing on the macrostructure of the business. In this context the
paper has also discussed the challenges regarding the global marketing (Cunningham & Ferrell,
2015). There are various discussions regarding the impact of the globalization . However,
proper attention is not given to the significant of the globalization in the global marketing.
Author: Ristovska Katerina , Ristovska AnetaYear
Year: 2014

3GLOBALIZATION AND ITS IMPACT
Summary: In this paper the globalization has been seen as the positive element for the
improvisation of the marketing in the business and industry. Apart from that it has been seen that
the globalization has played an important role in increasing the size of the market and the
customer base (Ristovska & Ristovska, 2014). The main reason for the selection of this paper is
that this paper contributes an insight regarding the improvisation of the marketing strategy for an
organization.
Author: Instar Ali , Raj Kumar Garg
Year: June 2017
Summary: The paper has discussed about the concept of service and has mapped the concept
of service with the marketing management. In this context the paper has discussed that the
globalization of the marketing has make some of the challenges raise in the field of the
marketing and reaching to the consumers (Ali & Garg, 2017). Due to the globalization the
consumers are getting familiar with the new products and the demand of the consumers are
changing constantly.
2.0 Introduction
Lion Nathan, Australia is a food and beverage company which is growing its business
rapidly. It has been seen that the organization is doing well in the market. in this context it
has also been seen that the company is facing some problems due to the globalization. The
main objective of this paper is to evaluate different aspects and the impacts of the
globalization on the business of the Lion Nathan. Apart from that this discussion will also
help to identify the challenges and the opportunities for Lion Nathan in the changing business
environment.

4GLOBALIZATION AND ITS IMPACT
3.0 Discussion
1.1 Globalization and its effect on marketing of Lion Nathan:
It has been seen that there are certain impacts of globalization of marketing. Due to
the globalization the familiarization of the different products from the different parts
of the world are got to be known by the people (Davis, Chelliah & Minter, 2014).
This makes the demands of the consumer to become dynamic. The main challenge for
the changed environment of the globalization in the marketing is to understand the
dynamic nature of the consumer behavior and produce the products according to the
requirement of the consumers. Lion Nathan has been realized that the consumer
behavior regarding the beverage has been changed. People are preferring soft drinks
more than hard drinks. This analysis has helped to company to identify the possible
sector for the increase of the selling of products.
1.2 Challenges of the globalization regarding reaching to the consumer base for
Lion Nathan:
Lion Nathan has seen there are certain impacts of the globalization on the marketing
and the reaching to the consumers (ZHANG & NOLAN, 2014). However, the
discussion is limited to the significance of the globalization on reaching of the
consumers. However, this factor also changes the structure of doing business and the
techniques regarding reaching to the consumers. In this context it has been seen the
organizations are using different kinds of media like social media platform and other
digital media for the promotion of the products. the exposure through the digital
media is helping the organization to be exposed to the large number of consumers.
1.3 Impact of the globalization on the Business of Lion Nathan

5GLOBALIZATION AND ITS IMPACT
Globalization has been seen as the positive factor for the improvement of the
business. The impact of the globalization has certain positive impacts on the
consumer base as well as the organizations (Caldwell & Friedgut, 2017). The
globalization has helped Lion Nathan Australia to discover new items and ideas
regarding the launching and the branding of the products.
1.4 Challenges and opportunities for the Lion Nathan due to the globalization:
Lion Nathan organization has faced certain challenges as well as the opportunities
due to the globalization. The market has been increased due to the globalization and
the organization can expand the business outside of Australia. Apart from that the
organization is making different surveys in order to reach to the potential consumers.
In this context the company is using social and digital media (Williamson, Loose,
Lockshin & Francis, 2014). The market size is increasing due to the globalization. In
this case, Lion Nathan has to face some tough competition with some of the world
famous brand names.
4.0 Conclusion
The discussion regarding the globalization and its impact on Lion Nathan has showed
that the globalization has both positive and negative impact n the business of the
organization. In this context it can be said that due to the globalization Lion Nathan is going
to expand the business to the other continents and countries. However, due to this
globalization the organization is facing a tough competition with some of the renowned
brands of Australia in the food and beverage industry.

6GLOBALIZATION AND ITS IMPACT
5.0 Recommendation
It can be recommended from the above discussion that globalization has the positive
impact on Lion Nathan in case if the organization can analysis the changing environment of
the food and beverage industry in a proper way. The organization has to make the products
and improvise the products according to the demand of the consumers. This will help the
company to achieve a better position in the competitive market. Apart from that the quality of
the products should maintain the standard and are to be served to the people in reasonable
price.

7GLOBALIZATION AND ITS IMPACT
References
Ali, I., & Garg, R. K. (2017). Marketing of Services: Challenges & Opportunities in Context of the
Globalization of Business. International Journal of Engineering and Management Research
(IJEMR), 7(3), 522-526. Retrieve from
http://www.ijemr.net/DOC/MarketingOfServicesChallenges_OpportunitiesInContextOfTheGlobalizationOfBusiness.PD
F.
Caldwell, A., & Friedgut, M. (2017, September). Current developments-Australia. In Intellectual
Property Forum: journal of the Intellectual and Industrial Property Society of Australia and
New Zealand (No. 110, p. 72). Intellectual and Industrial Property Society of Australia and New
Zealand Inc.
Cunningham, M. P., & Ferrell, O. C. (2015). Marketing’s Greatest Challenge: The Social Impact of the
Globalization of Markets. In Proceedings of the 1989 Academy of Marketing Science (AMS)
Annual Conference (pp. 231-234). Springer, Cham. Retrieved from
https://search.informit.com.au/documentSummary;dn=164316931561528;res=IELAPA
Davis, D., Chelliah, J., & Minter, S. (2014). New product development processes in the Australian
FMCG industry. Contemporary Management Research, 10(1). Retrieved from http://www.cmr-
journal.org/article/view/11739.
Naghi, R. I. (2017). The Effects of Globalization on Marketing. GSTF Journal on Business Review
(GBR), 2(3). Retrieved from http://dl6.globalstf.org/index.php/gbr/article/download/706/650.
Ristovska, K., & Ristovska, A. (2014). THE IMPACT OF GLOBALIZATION ON THE
BUSINESS. Economic Development/Ekonomiski Razvoj, 16(3). Retrieved from ceeol.com
Williamson, P. O., Loose, S. M., Lockshin, L., & Francis, L. (2014). Thinking outside the bottle:
Information about Australia can increase the choice of Australian wines by Chinese

8GLOBALIZATION AND ITS IMPACT
consumers. Wine & Viticulture Journal, 29(3), 71. Retrieved from
https://www.marketingscience.info/wp-content/uploads/2016/07/Corsi-2012-WVJ-6432.pdf
ZHANG, J., & NOLAN, P. (2014). Globalization and industrial concentration: the challenge for
firms from developing countries. In Chinese Firms, Global Firms (pp. 67-87). Routledge.
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