Strategic Management: Global Competitors and Market Analysis

This discussion board post delves into the realm of strategic management, focusing on global strategy and competitive analysis within a dynamic business environment. The author examines the importance of global expansion for brands, highlighting the advantages such as increased sales, diversification, and access to talent. The post provides a detailed look at strategic tools like Porter's Five Forces and PESTLE analysis to understand the internal and external environments. It also addresses cultural considerations, particularly language, in formulating a global strategy. The author analyzes global competitors in the office furniture industry and their competitive advantages, along with an exploration of cooperative strategies and market profile building. Furthermore, the post discusses the balance scorecard and its role in strategic management. The assignment draws on various references to support the analysis and provide a comprehensive overview of the subject matter. The assignment is contributed by a student to be published on the website Desklib, a platform which provides all the necessary AI based study tools for students.

Running Head: STRATEGIC MANAGEMNET
STRATEGIC MANAGEMNET
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Today’s dynamic business environment definitely calls for taking one’s brand from local
to global. It is of prime importance to sustain in the market. Toady more and more big brands be
it Apple Inc, or Google , Reebok, Nike or Puma every single brand is increasingly focusing on
how to gain a global exposure, tap new market opportunities, and avoid stagnation of growth
(Guo, 2013). Therefore it is always necessary to look forward to newer opportunities and make
utmost use of the same.
Personally I recommend that a brand should be so well built by its name and image that
taking it global will open bigger avenues for the brand to expand. Moving to a global platform
brings along host of convenient factors for the business which might include:
1.Expected growth in sales- No matter how big or small a company is, profit margins are
determined by the sales figures as it brings in expected revenue earnings. Even if company
operators feel that the firm is earning substantial revenue still it aims to achieve more by
expanding its business. (Steenkamp, 2014). The race to expand internationally is often about
expanding ones presence in the international market. Being the first one to tap in a new market
can provide significant advantages. Tapping new market opportunities serves as a backbone of
supporting growth, innovation and expansion of theses big brands bringing in more revenue and
customer attraction.
2.Greater opportunities of diversifying business- New market areas offer new opportunities
which might help the business firm improve its quality of operation. For example Xiaomi is one
of the known brand names in China and now is significantly heard and known in the Indian
market as well (Kuo, Luarn & Chen, 2017). Therefore apart from selling cell phones in India are

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planning to sell electronic folding bikes, self-balance scooters and lots more. Diversifying
content helps in strengthening business position and lens business security, because even if one
market segment does not respond appropriate the business can find financial security from other
segments as well.
3.Easier Pooling of talents- Operating in international markets also gives one an infinite access
to a large and more diversified talent pools. Different people belonging to different culture helps
to enhance the connection of the brand with the customers as varied opinions brings in a lot of
new ideas regarding how to enhance the target market penetration (Fu, 2016).
The most crucial benefit that globalization brings along with it is the ample variety of
products it has to offer to the customers. This variety, these choices create a very
healthy competition among the brands who sell similar products to better their quality
and set competitive prices to win this race. Another significant impact of brands taking
to global is the potential exchange of information and technology. Globalization has
no doubt helped in increasing the speed of technology transfer and technological
improvement. Customer expectations are now one of the major forces which are directing
the market. Customers are now valued much more than before. These companies have to
have efficient technology management and efficient R&D management. Moreover the
rapid changing of the market requires also demands for a quick transfer of knowledge and
efficient using of that knowledge and information. For instance cosmetics brand like
M.A.C while launching its products in India be it the foundation or the face powders, the
eye shadows the lipstick shades need to do a complete market research regarding what is
the taste and preference the host country, the skin tone or the skin texture of the

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consumers to suit the requirement of the target market. Therefore somewhere due to the
intense competition among brands which is again a by-product of globalization has
helped the markets serve better to the mass (Hamdi, 2013).
In the beginning of this learning session there was significant lack of clarity regarding
how the global market operates or how exactly the local brands can make it bigger and better by
going global. However perusing this course helped me gain a better and derailed insight
regarding what potentials does globalization hold in terms of market operations and influencing
sales. Today when the big multinational conglomerates expanding to new countries and
continents I can definitely understand their marketing strategy or what made them take this major
financial decision. This is because the course has helped me to think analytically regarding how
the complete business environment operates and what exactly the needs of the potential market
are and how can it be addressed in the most appropriate manner.

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References:
Fu, H. (2016). Temporary agency work and globalisation: Beyond flexibility and inequality.
Routledge.
Guo, X. (2013). Living in a global world: Influence of consumer global orientation on attitudes
toward global brands from developed versus emerging countries. Journal of International
Marketing, 21(1), 1-22.
Hamdi, F. M. (2013). The impact of globalization in the developing countries. Developing
Country Studies, 3(11), 142-144.
Kuo, H. C., Luarn, P., & Chen, I. J. (2017). Value co-creation of Xiaomi in China. International
Journal of Business and Economic Sciences Applied Research (IJBESAR), 11(1).
Steenkamp, J. B. (2014). How global brands create firm value: the 4V model. International
Marketing Review, 31(1), 5-29.