Nisa Retail: Crafting a Global Marketing and Online Business Plan

This report provides a comprehensive analysis of a global marketing and online business plan for Nisa Retail, a UK-based retailing company. It explores the concepts of global marketing and digital business, highlighting the significance of adopting a digitalized approach for business expansion. The report discusses the impact of cultural factors on global marketing, examines Nisa Retail's current online business marketing plan, and identifies marketing weaknesses and opportunities. It also suggests strategies for developing on weaknesses, outlines a marketing mix suitable for international expansion, and proposes a digital marketing plan with ethical considerations. The report emphasizes the importance of understanding cultural nuances and leveraging digital technologies for successful global market penetration.

Global marketing and online business
marketing plan formulation
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Contents
Introduction.........................................................................................................................................3
1. About the company..........................................................................................................................4
2. The concept of global marketing and digital business..................................................................5
3. Significance of adopting the digitalised business...........................................................................6
4. Impact of cultural factors on global marketing.............................................................................7
5. Current online business marketing plan........................................................................................8
6. Marketing weaknesses and opportunities......................................................................................9
7. Developing the weaknesses............................................................................................................10
8. Marketing mix...............................................................................................................................10
9. Digital Marketing plan..................................................................................................................12
10. Ethical factors in the plan...........................................................................................................13
Conclusion..........................................................................................................................................14
References..........................................................................................................................................15
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Introduction
At the present time, there is a high level of competition which is been faced by the companies
in the UK market. It has become very necessary for the organizations to use the best and
effective plan so that the organisation can be able to meet the market needs and requirements
along with the competitive benefits can also be attained in the required manner, one of the
strategy which company presently can use as the trading in global market (Armstrong, et. al.,
2015). The global market is a method where the business is expanded and traded across the
boundaries. In this assessment, the global marketing plan will be understood which has been
used by Nisa Retail Company which is actively operating in the UK retail market. The
challenges and opportunities which it will be facing will be described in this study. Through
online business, the expansion of Nisa retail will be understood in this assignment.
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1. About the company
Nisa retail is one of the retailing companies which are operating in the UK market in an
effective and appropriate manner. The company is an award-winning firm in the market as if
its services and operations and contributing highly to the growth and development of the
nation (Hood, et. al., 2016). The motto and the ethical factor which is been considered by the
firm is to provide assistance to the people and communities around the world. The firm is
having the online website but it is not using it for trading in the market. Therefore, now the
company is willing to expand its operations and business through online marketing in the
global market (Bloomberg, 2018).
Source: (Jahshan, 2017)
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2. The concept of global marketing and digital business
Global marketing is one of the aspects where the company will be using different strategies
and tactics to promote its goods and services in the global market. This is basically done to
create awareness about the offerings and service of the firm to the international market with
the motive to serve the services worldwide. The global marketing is very important for the
company which is willing to expand the business across the boundaries. With the help of this,
the organisation can be able to reach a next level which is very effective and assistive for
Nisa retail (Ryan, 2016).
The digital business is the way where the operations and activities if the company gets
through the online sources and methods. The online platforms are used by the company so
that it can be able to reach to the customers worldwide. This is one of the best ways to get
into a new and untapped market as the company need do not need to switch the place but
sitting at one pace it can serve all over the globe (Chaffey, 2015).
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3. Significance of adopting the digitalised business
The digitalised business at the resent time is playing an essential and vital role which is
needed to be understood in an effective and appropriate manner along with this the operations
and activities of the business will be able to get attained in the effective and in the best
possible manner. The company will be able to attain several benefits and advantages of the
market with the appropriate utilisation of the digitalisation (Toivonen, 2015). The benefits
that company can attain with the use of digitalised technology in the business activities are as
below-
 Easily accessed- This is one of the traits of using digitalised technology that the
accessibility of it is very easily be attained in the required and appropriate manner the
operations and activities can be able to get performed effectively as the accessibility is
very easy and comfortable to use at any time.
 Increased productivity- The productivity of the organisation will be able to get
attained in the appropriate and in the required manner (Reddy and Sharma, 2016). The
digitalised technology used by the organisation will help in performing well in the
market and to attract a large number of customers towards it, this will aid in
increasing the sales of the business. This will ultimately result in increased
productivity.
 Competitive benefits- The organisation if adopts the digitalised technology them the
operations and activities will get done in a smooth and consistent manner. With the
assistance of this, the organisation will become strong and it will directly challenge its
competitors. This will be helping the firm to get the competitive benefits and this will
provide more growth and development opportunity for the firm as well (Dekker and
Thakkar, 2018).
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4. Impact of cultural factors on global marketing
The external factors are very important factors which are needed to be considered by the
organisation while carrying out all its operations and activities in the required and appropriate
manner. There are several factors which are having great influence on the operations and
activities of the company; therefore, it becomes very important to understand the influence of
the factors on the company’s operations and activities. The cultural factor is one of the
important elements of the external factor which is having a high level of impact on the
company (Crane, et. al., 2016). As the firm is expanding its business operations into a new
market the company is using the online media so that the global marketing can be done and
the people can be able to know about the offerings and services which is been served by the
firm.
The culture of a destination is different and may vary from others, therefore the cultural
understanding of the new market has to be attained by the management so that with all the
aspect better and appropriate suitable services as per the market needs can be delivered by the
company. There are different values and beliefs that people are having, therefore, before
promoting the products and services to the new place, these things have to be understood in
an effective an appropriate manner (Chua, et. al., 2015). The culture of UK is very different
as there is advanced technology which is been used for many operations and activities and
also in the entire working process. But it is not necessary for the company to attain the same
level and quality of technology which will aid it to perform well in the new market.
Therefore, the understanding of the culture of a new place is very important.
There is a positive as well as the negative impact of cultural factors on the global marketing
of the company. There are places where the organisation’s offerings and way o presentation
may be accepted but there are several such places which may not accept the company’s
offerings, this way the firm may come across both the situations. It means that the positive
and negative both the impacts can be found by the firm (Heasman and Lang, 2015).
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5. Current online business marketing plan
The online business marketing plan which is been used by Nisa retail is effective and is
helping the people of UK to use the information about the company so that the people can be
able to use the services of the company in the appropriate and effective manner. The current
marketing plan which the company is normally using is the direct marketing system (Stevens,
2017). Only websites are used by Nisa retail which is availing very basic information. There
are several things which have to be introduced in the process of the online marketing plan of
the company so that more advanced operations can be attained in the proper and required
manner.
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6. Marketing weaknesses and opportunities
The marketing is a very important aspect which needs to be done in the best and effective
possible manner. Until and unless the marketing activities are not getting dine in the required
manner the firm will not be able to meet the set plans and standards in the desired way.
Therefore, it is very necessary for the company to use the effective and appropriate strategies
so that the firm can be able to meet the requirements and can attain the coming opportunities.
The threats and issues which are faced by Nisa Retail Company via global marketing are
many in number. The most influencing factors are the financial element, this is one of the
most important things and resources which need to be managed and handles be the company
so that with the effective and appropriate use and understanding of this the firm can sustain
long in the market. the security systems are very poor which may threaten the customers who
will be using the products and services of the firm (Kotler, 2015).
The opportunity that can be attained by Nisa retail organisation is that it can use the cloud
computing system which is very useful and effective to create a security for data and
information against any kind of threats and hacks. The cloud computing is a system through
which the security for the several things can be attained therefore this is one of the
opportunities that can be grasped by the company while doing international/global marketing
(Terziev and Arabska, 2015).
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7. Developing on the weaknesses
The weaknesses which Nisa retail is facing while carrying out the online business activities
have to be effectively be managed as with the proper management of this the organisation can
deliver effective and required services to the new prospects. The weaknesses are the pitfalls
which is making the performance of the firm poor in front of the society, therefore, it is one
of the essential facts which need to be understood and analysed and according to the situation
the firm needs to develop strategies to overcome the challenges (Babin and Zikmund, 2015).
The threats and negative aspect are consistently increasing which is having a great and
negative influence on the activities of the business which needed to be managed in the
appropriate way. The weaknesses are to be effectively analysed which is mainly regarding
the financial aspects and also the security system. The strategies can be used by the firm and
can take money assistance from financial institutions and cloud computing systems can be
used for security against threats and issues.
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8. Marketing mix
The company can effectively utilise the elements of marketing mix so that it can capture the
new market to attain a large number of shares which will be increasing the market worth of
the company in the global market. There are basically 7 elements in the marketing mix which
Nisa retail will have to consider to enter into an international market, they are as below-
 Products- The retail products will be the main target which the company is concerning
in the new market. The mentality of the customers is that the products and services
which they wish to have, has to be under one roof, therefore all the retailing products
are the offerings which it is making (Mohammad, 2015).
 Price- The pricing which it will be set in the new market is the penetration pricing as
the company at the beginning wish to sustain in the new market.
 Place- The availability of the goods and items are availed to the customers as per their
convenience, the delivery of the items will get done in different ways. The customers
will get the goods at the homes.
 Promotion- The promotional activities are done through online channels which is one
of the best methods and it is mainly be using the social media sites which is used by
people in a large number.
 People- The skilled people will be used by the company so that the firm can be able to
deliver the services appropriately to the clients sitting in another corner of the world.
The employees are the one who will be reaching to customers through social media
sites.
 Process- The process which is used by the firm is very smooth and effective; the
payment system followed by the company may be COD as well so that the customers
can be able to get satisfied with the offered services (Mohammad, 2015).
 Physical evidence- The logo, online websites and the communication channel f the
firm is basically, the physical evidence which can be used by the firm for its existence
and recognition.
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9. Digital Marketing plan Company’s overview- The Nisa retail organisation is a well-settled small business
enterprise in the nation which is actively operating all its operation in the UK market
which is willing to expand its business into the new market with the help of online
global marketing method (Hood, et. al., 2016). The company is not getting
appropriate and required profit as per the data attained from the financial report of
2017. Marketing objectives- The prime motive of the organisation’s marketing is to reach to
the international market and to serve the clients and make them satisfy. The objective
is to attain long-term assistance in the competitive market. Tactics- The strategy which is been used by the firm is the use of social media sites
where a large number of population can be seen active, therefore with this platform
the firm can be able to attract the customers more towards the offerings made. Budget- The financial planning is very important to be done and with the help of this
the organisation can be able to know in what amount the ore investment or required
operations have to be performed (Mohammad, 2015). Approximately £50K will be
the budget in which the company will be performing all its activities and operations. Control- The controlling for the activities and the plan will be done with the routine
assessment and evaluation of the performance and the sales which have been done
after the implementation of the strategies.
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