Marketing and Globalization: A Comprehensive Analysis Report

This report provides a detailed analysis of marketing within the context of globalization. It begins by defining key terms such as marketing and globalization, setting the stage for an exploration of global consumerism. The main body delves into the concept of standardization, examining its advantages and disadvantages for businesses like H&M, while also considering its impact on global branding and market competition. The report explores the relationship between standardization and global consumerism, using examples of companies such as Sainsbury, Marriott, Tesco, and Tesla to illustrate these concepts. It examines how companies navigate the challenges of adapting to local markets while maintaining brand consistency. The report concludes by summarizing the key findings and emphasizing the importance of adapting to the global market, and the balance between standardization and localization to succeed in a competitive environment.

Marketing and Globalization-
Assessment one:

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Global consumerism....................................................................................................................1
Standardization............................................................................................................................2
Advantage and disadvantage of standardization..........................................................................2
Standardization is consequence for global consumerism............................................................4
Global branding...........................................................................................................................4
Market competition and standardization......................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing is the organizational activity through which the company tend to promote the
process of buying and selling of its products to the customers through which it is able to achieve
high organizational sales. Globalization if the organizational activity in which a organization
tend to extend its operation in the international market so that it is able to achieve a high
customer base. Evaluation on the significant importance of globalization is done in this report,
with that utilization of standardization is also being analysed in this report. With that analysis of
effectiveness and limitation which the company tend to achieve through the standardization is
also being evaluated in the report.
MAIN BODY
Global consumerism
Global consumerism is the organizational activity through which organizations tend to
develop its appearance in the new market place by which it is being able to achieve an high
organizational sales. This is important step of organizations like Sainsbury that the company is
able to extent its reach in the external marketplace because UK's marketplace is fill with some of
the biggest supermarket chains and because of which company has to increase its appearance in
the new unexplored geographic area (ContributorAli and Garg, 2017). Through this it can ensure
that it is able to provide organizational services to the customers of new targeted location
through which it is able to achieve a high organizational sales. This is effective because the
organizations tend to choose a location which is not having or limited amount of services which
the company tend to provide in its home grounds. By utilizing market diversity Sainsbury can
ensure that company is able to provide new and rare products to the customers. This motivates
customers to increase their level of engagement with the organizational activities and are willing
to pay high prices for the organizational services. Due to these organizations often tend to
establish premium pricing by which it can achieve high returns for the investments which the
company has to make.
Organizations have to increase their geographic reach so that it can achieve diversity in
its customer base, through which it can implement diversity in its product placements by which it
tends to ensure that it is able to achieve an efficient competitive edge (Belk, 2019). This is
important for the organization that it is able to achieve a competitive edge because if it is not
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being able to fulfil the customer requirement then the threat of substitute will be increased and
chances of goal achievement will be affected.
Standardization
Standardization is the organizational activities through which it tends to maintain the high
level of organizational services in different organizational branches situated at different
geographic locations (Durand, 2018). This is important for organizations because organizations
like Marriott has to ensure that customers are able to achieve uniform high level of
organizational services irrespective of differences in geographic locations. This is important step
for the organization because by this it tend to ensure its customers that they are able to achieve
same high quality of services irrespective of differences in organizational branches (Gornaya,
2017).
Advantage and disadvantage of standardization
Following are the disadvantage and advantages of organization H&M in context to the
standardization in global consumerism.
Advantage-
1. One of the prime advantage which is being associated with the global consumerism for
organizations like H&M is that customers are assured that they are able to achieve
uniform organizational services irrespective of differences in geographic area. This is
important step because through this step organization tend to reduce the chances of brand
switching from the customers side and can ensure its efficient economical sales.
2. Easy to identify the company and its services is also another factor which organizations
often achieve, this is important because are able to identify the company and its services
at different geographic locations. Then tend to develop their engagement with the
organization so that they are able to achieve same best in class services. Due to which
organizations have to make several efforts through which it is able to showcase the
uniformity in organizational services by which it can achieve high level of customer
engagement.
3. Develops positive brand personality is an important factor which is often being affected
by the organization, this happens because customers often tend to develop brand
personality towards the organization and on that basis develop their engagement with the
organization. This is an effective way because through which high brand awareness is
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being achieved in minimum advertisement due to which organizational sales are
increased and strong economic growth is also being achieved.
4. Increased product life-cycle is another factor which tend to make significant impact upon
the organizational working capability. This happens because since H&M is having an
high level of organizational brand awareness and because of which uniform type of
services are being provided to the customer (Hrechanyk, 2018). Since, customers are able
to achieve a same type of services due to which product life cycle is increased.
5. Efficient use of experience is another factor which is being achieved by the organization,
this happens because H&M tend to use standardization in its product placement because
of which it is able to identify the customer requirements and tend to integrate the
improvised working in the upcoming events because of which chances of goal
achievement increases.
Disadvantage-
1. The main disadvantage of standardization is that with the differences in geographic areas
cultural heritage and buying behaviour of the customers also is being changes because of
which company tend to face limitations in fulfilling the requirements of the customers of
that specific area. Due to which organizational sales is being affected due to which
chances of goal achievement is also affected.
2. With that organizations like H&M have to increase its geographic reach and also has to
ensure standardization because of which the product placements by the company has to
be done accordingly (Jang and Kim, 2018). Due to this if that company also has to follow
the local cultural heritage of that specific geographic area and thus if a particular type of
product is being banned in a particular area then company has to change its product
placements which will affect customer's level of engagement with the company.
3. Less amount of work creativity is being achieved in this type of organizational working
strategy, this happens because customers are aware of organizational working and the
level of offering. Due to which if the company is not being able to provide new and rare
products to the customers then it will affect their working process.
4. Negative impact due to unsynchronized working within different organizational customer
touch point which tend to make a significant impact upon the overall working capability.
This happens customers are assured that they are able to achieve a uniform type of
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services and if they are not able to achieve the same time of service then in that case it
will affect their engagement with the organizational activities.
5. Companies like H&M tend to establish standardization in its product placement and
product development because of which companies often tend to transport its products
from one location to another (Labudová and Jánošová, 2021). Due to which has to pay a
high amount of import duties to the local government because of which organizational
expenditures are increased which tend to make a direct negative impact upon the
company's economical growth.
Standardization is consequence for global consumerism
Organizations like Tesco tend to increase its geographic reach so that it is able to provide
products such that the customer requirements of a specific geographic area can be fulfilled
through which it can achieve high organizational sales and high brand awareness. But since
company tend to maintain the type and quality of services because of which tends to implement
standardization due to which it tends to face limitations in attracting the local customers because
of which company's sales is being affected.
Standardization also tend to affect the organizational working in such a way that
organizations like Tesco tend analyse the differences in customer engagement at different
locations. Due to which company is facing limitations in running specific loyalty programmes at
specific branches due to which customers tend to develop a sense of having differences in
organizational services because of which their loyalty towards the organization is affected
(Mukherjee, 2018).
Standardization also tend to provide Tesco an ability that its customers are able to
segregate the organization with other market competitors this is an important factors Tesco
because through this it is able to ensure that chances of brand switching is being reduced. Also
with that standardization also provide company an ability to develop organizational working
strategies in such a way that it can achieve an efficient competitive edge. This is an important
factor for Tesco because if the customers are not able to identify the company from other market
competitors then company will not be able to achieve an efficient competitive edge.
Global branding
Organizations like Tesla is having a high level of organizational brand awareness all
across the globe and because of which is having a high organizational sales but due to this
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company is also having a customer base. But since company tend to provide car options to its
customers because of which it becomes very complex for the organization that it is able to
implement diversity in introducing new products to the market. This happens because
organizations have to fulfil the legal legislations like taking trade marks, company patents and
many more legal activities (Olšiaková and et.al, 2021). Due to which it the company has to
introduce a new type of products then it has again go through a long legal legislation. Also, at the
same time it develops a complexity for the customers to understand the different type of offering
which are being provided by the organization to the customers and thus affects the
standardization in the product placements. Due to this customer's level of engagement with the
organizational activities is being affected.
Market competition and standardization
Organizations like Rose Woods resorts have to ensure that it tend to provide its services
in such a way that it is able to achieve an efficient competitive edge through which it can attract
a wide range of customers towards the organization for the achievement of desired
organizational target. Thus, for achieving this company has to analyse the working patterns of
the existing local market competitors through which it is able to analyse the improvised working
strategy through which it can increase the chances of goal achievement (Sharifonnasabi, Bardhi
and Luedicke, 2020). This is important factor Rose Woods because if the company is not being
able to attract the global consumerism then it will not be able to achieve high organizational sales
because of which company's economic growth will be affected.
Rose Woods has to ensure that it is able to maintain its standardization within the
marketplace through which it is able to provide high level of organizational services to the
customers. But also company has to ensure that it is able to develop working strategy in such a
way that it is able to attract the global consumerism, through which company can achieve
increment in sales. With that through increased sales company can also make concentrated
efforts for improving the customer's experience by which it can increase their loyalty towards the
organization through which it tends to ensure that it is able to maintain its efficient economical
sales.
CONCLUSION
From the evaluation in this report it can be concluded that due to increasing market
competition organizations must tend to make efforts by which it is being able to increase its
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customer bases and because of which it has to extend its reach in the international marketplace.
This is an efficient way through which organizations can ensure that it is able to provide new
products to the customers in different geographic area by which it can achieve an efficient
organizational sales. This will not only provide company an efficient economic growth which
can be used by organization for its future activities and thus can increase the chances of goal
achievement.
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REFERENCES
Books and Journals
Ali, I. and 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). pp.522-526.
Belk, R., 2019. The future of globalization: a comment.International Marketing Review.
Durand, A., 2018. Marketing and globalization. Routledge.
Gornaya, V.A., 2017. CROSS-СULTURAL DIGITAL MARKETING IN THE AGE OF
GLOBALIZATION. In YOUTH SCIENCE WEEK (pp. 99-104).
Hrechanyk, N., 2018. INTERNATIONAL MARKETING AS A REFLECTION OF
CONTEMPORARY GLOBALIZATION PROCESSES. THE ACTUAL PROBLEMS
OF REGIONAL ECONOMY DEVELOPMENT. 2(14). pp.128-135.
Jang, S.M. and Kim, K.I., 2018. The Effects of the Environmental Factors for ICT adoption on
Globalization capabilities and business performance of SMEs. Journal of Convergence
for Information Technology. 8(4). pp.219-224.
Labudová, L. and Jánošová, D., 2021. Globalization and its Impacts on Communication in Self-
Government. In SHS Web of Conferences (Vol. 92). EDP Sciences.
Mukherjee, S., 2018. Challenges to Indian micro small scale and medium enterprises in the era
of globalization. Journal of Global Entrepreneurship Research. 8(1). pp.1-19.
Olšiaková, M. and et.al, 2021. Globalization and its impact on the Slovak consumer. In SHS Web
of Conferences (Vol. 92). EDP Sciences.
Sharifonnasabi, Z., Bardhi, F. and Luedicke, M.K., 2020. How globalization affects consumers:
Insights from 30 years of CCT globalization research. Marketing Theory. 20(3). pp.273-
298.
Online
Contributor, C., The disadvantages of a standardization business, 2020 [Online]. Available
through: <https://smallbusiness.chron.com/disadvantages-standardization-business-
25120.html>
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