Global Marketing Report: Strategies, Benefits and Challenges

This report examines the concept of global marketing, emphasizing the adaptation of marketing strategies to suit different countries. It highlights the importance of online presence and competition, detailing how companies leverage the internet for international expansion. The report discusses the benefits of global marketing, such as enhanced product effectiveness, increased brand awareness, and competitive advantages, and it also outlines various strategies like standardized advertising and advanced technology usage. A case study of Innocent Drinks demonstrates the practical application of these strategies. Additionally, the report covers market entry methods like exporting and franchising, and it emphasizes the factors that influence the selection of these methods, including market size, government regulations, and company resources. The conclusion stresses the need for careful planning and implementation to ensure the success of global marketing efforts, ensuring increased sales and profit margins.

GLOBAL MARKETING

TABLE OF CONTENTS
GLOBAL MARKETING................................................................................................................3
REFERENCES................................................................................................................................4

GLOBAL MARKETING
Global Marketing deals with the adjustment of strategies of marketing so that the
company becomes able to adapt the conditions of the host country (De Mooij, 2018). It does not
only include the process of selling but also other processes of planning, positioning, promoting
etc. in the market globally. The company faces a tough competition and they make use of
internet (websites and online platforms) to have an international presence.
Benefits: It improves the product’s effectiveness, awareness of the consumers increase towards
the brand, enables the company to have strong advantage of competition and also reduces the
expenses and enhance the savings by giving a large profit margin.
The company implements numerous strategies for expanding the business globally such as
unique packaging, standardized messages of advertising, more use of advanced technology,
campaigns for larger sales, constant names of brand and many more.
The best example of a company in UK which exercises global marketing by keeping its brands
uniform is Innocent Drinks which is already expanded in 13 countries over Europe (Kotabe and
Helsen, 2020). The implementation of the above mentioned strategies if done effectively can
enhance the progress of the company rapidly by increasing sales and profit margin.
When a company decides to market itself globally, there are certain entry methods such as
exporting, franchising, joint ventures etc. Then, there are many factors which are used to select
the entry method suitable for the company which brings large profit. These factors can be
external including the size and growth of market, regulations of government, competition level,
risks etc. and internal consisting of the objects of the company, its flexibility, resources available
etc. Every company decides that entry mode which provides greater profit and large sales in less
investment.
Thus, every company wants to expand itself by marketing it globally but many factors must be
kept in mind for the effective implementation and planning.
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REFERENCES
Books and Journals
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Kotabe, M.M. and Helsen, K., 2020. Global marketing management. John Wiley & Sons.
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