global marketing essay

What is global marketing and why is it important?

Global marketing is the focus on marketing an organisation’s products or services in the international marketplace – and in an increasingly global society, with people more connected than ever before, it’s an increasingly important area of marketing management.

Global marketing sees the world as one unique, individual market. This means that a global business’s marketing messages and approach will be largely the same no matter where in the world they’re seen or heard.

This uniform approach also means that:

• marketing efforts are typically developed and coordinated from one central location, such as an organisation’s headquarters, rather than within individual markets
• products and services are largely the same regardless of location – for example, the ingredients and process used to make a can of Coca-Cola are the same in all countries
• marketing campaigns and brand imagery are typically the same in all countries.

Global marketing is particularly suited to products and services that have universal appeal, and where market research has indicated the products or services are likely to be well-received.

What is the difference between global marketing and international marketing?

Global marketing and international marketing are similar in that they are both focused on the development of marketing strategies that reach people around the world.

There is a key difference, though: while global marketing focuses on a single marketing strategy for a worldwide market – effectively treating the world as a single market – international marketing adapts its marketing strategy and tactics for different countries, typically with marketers knowledgeable in specific regions tailoring marketing activities to suit different markets, different languages, and different cultures. 

It’s worth noting, though, that marketing in a global society doesn’t have to be an either/or proposition, with global marketing on one side, international marketing on the other, and no common ground between. For example, in an article in the Harvard Business Review , John Quelch and Edward J. Hoff at Harvard Business School argued that a global approach can fall anywhere on a spectrum:

“In applying the global marketing concept and making it work, flexibility is essential,” they wrote. “Managers need to tailor the approach they use to each element of the business system and marketing program. For example, a manufacturer might market the same product under different brand names in different countries or market the same brands using different product formulas.”

What are the benefits of global marketing?

Global marketing offers a number of advantages. For example, running a single marketing campaign that aims to appeal to all consumers, rather than several campaigns that are adapted to different target markets, means that businesses can achieve huge cost savings and reduce spend on marketing. They can also benefit from the economies of scale that come with increased production to meet global market demands.

Other benefits can include the following.

Wider audience and expanded customer base

Appealing to the international marketplace means that international brands and even small businesses can grow beyond the limits of their domestic market borders. This diversification also means that organisations are less reliant on single markets – particularly uncertain or volatile ones.

Enhanced brand awareness and reputation

World-wide brands and global companies often have a competitive advantage simply due to familiarity, name recognition, and ease of access.

Additional insight

With a larger target audience and customer base comes more opportunities to gather insight and feedback – especially in online spaces such as social media, where people are more likely to engage with globally recognised brands.

Global marketing strategies

In many ways, a global marketing strategy is like any other marketing strategy . It should outline the four Ps of any marketing mix – product, price, place, and promotion – and take an evidenced-based approach to decision making.

A strong global marketing strategy should also:

• be underpinned by a strong, consistent global brand that will resonate with audiences around the world
• include a strong digital component to strengthen the organisation’s reach to people in any country
• be flexible enough to adjust where required, particularly where cultural differences and sensitivities might arise

Real-world examples of global marketing 

Here are a couple of commonly cited examples of global marketing.

Nike has grown to become one of the most recognised brands on the planet through a combination of global marketing tactics, and strategic international sponsorships and partnerships that appeal to audiences around the world. Nike was one of the earliest adopters of digital marketing such as email marketing and social media marketing.

Coca-Cola is ubiquitous in dozens of countries thanks to its global marketing practices. Its brand, taste, and marketing are more or less identical whether you buy a bottle in New York or Hong Kong.

What does the term “glocal” mean and how is it used in global marketing?

Glocal is a combination of global and local. It’s a concept used in more flexible global marketing strategies where there’s a mix of standardised product offerings and marketing as well as local market or local culture components.

For example, a McDonald’s Big Mac sandwich is the same whether someone is in the United Kingdom or any other country – except in India, where the beef is replaced with a vegetarian alternative – but McDonald’s also has glocal, or region-specific menu items. These have included:

• the McArabia, a pita bread sandwich specific to McDonald’s restaurants in the Middle East
• McSpaghetti, a pasta menu item specific to McDonald’s restaurants in the Philippines
• the Teritama burger, a spring menu item at McDonald’s restaurants in Japan; Japanese customers also have an autumn option – the Tsukimi burger
• the Cheddar McMelt – a burger with extra cheese, onions, and soy sauce – specific to McDonald’s restaurants in Brazil

Challenges in global marketing

Cultural barriers are one of the biggest challenges in global marketing. For example, marketing messages that are appropriate in Sweden might not translate in South Korea and vice versa. So, even the most standardised global marketing strategies need a degree of flexibility. A multinational or international business should also be aware of important cultural and religious events, such as Christmas, Ramadan, and so on.

Businesses should also be mindful of different laws and legislation in different countries and foreign markets. Regulations can differ in everything from advertising standards to ingredients – not to mention taxes – so being aware of these differences before launching into new markets is crucial.

Explore marketing management for businesses in global settings

Advance your career with the flexible online Master of Business Administration (MBA) programme from the University of York.

Marketing in a global society is one of the key modules on this programme, so you’ll examine global marketing in business and explore the marketing challenges that all organisations face. You will also develop the capacity to learn and engage with the opportunities and challenges of communicating brand images and corporate values across national, linguistic, and cultural borders to a variety of consumers, and consider a variety of methods, including new social media, as a mechanism of distributing knowledge and information.

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Global Marketing Paper Essay Examples

Type of paper: Essay

Topic: Brand , Target , Market , World , Marketing , Business , Customers , Products

Published: 10/25/2021

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Introduction

Global marketing is the marketing of products and services on a worldwide scale. It also refers to reconciling or taking commercial advantage of global operation similarities, differences and opportunities for the reason of achieving global objectives. Global marketing is not a revolutionary shift, but it is an evolutionary process. This applies to most companies. Most companies worldwide use the global marketing to market their products to gain global competitiveness of such products (Keegan, 2005). The products that are marketed globally receive a wider market as they get access to many customers and thus increase the market share. Such companies thus can gain more revenues after marketing the products. For a company to achieve global marketing, the marketing personnel of such companies should possess international marketing skills.

The Target brand has employed global marketing, and it is gaining customers worldwide. The way Target brand is being manufactured desires global. It is made in a way that it attracts more customers. Target brand is a quality brand that has gained national attention. The brand is made by the workforce in the industry that has global skills, and thus the product is of high quality (Hollensen, 2001). The target products are important in the market and thus have received recognition from all the stakeholders in the industry. The target brand is marketed globally, and the customers are men and women. The target brand is used by both men and women. This reason has made it to gained global market from all the sides. The youth and children are also the targeted markets of the target brand.

SWOT analysis of the Target Brand

Strengths of the Target Brand The strengths of the brand include the strong brand value. The Brand is liked by many people and thus has allowed it to gain more customers in the market. The value of the product is quality and that is why I recommend it to the customers. The Target brand also is attractive and it allows the customers to gain taste on it. The Target Brand is the best in the market. The Target Brand also has received recognition in the market.

Weaknesses of the Target Brand

Although, the Target Brand has strengths, it also has its own weaknesses. One of the weaknesses of the Brand is the price. The Target Brand is more expensive compared to other brands in the market. Another weakness is that some customers do not like the color brand.

Opportunities of the Target Brand

The Target brand has gained competitive advantage in the market. Although the Brand was released recently into the market, it has gained popularity in the market. This is an opportunity for the brand to sell more in the market.

Threats to the Target Brand

Although, the Target Brand has penetrated into the global market, it also faces many threats. One of the threats is the competition from the market. There are other brands in the market that resembles the Target Brand. These brands have gained roots in the market unlike the Target brand. The Target Brand is still young in the market and thus is easily competed easily by other brand of the same quality and taste.

Choudhary, R. (2009). Policing: Reinvention strategies in a marketing framework. New Delhi: SAGE Publications. Hollensen, S. (2001). Global marketing: A market-responsive approach. Harlow, England: Financial Times Prentice Hall. Keegan, W. J., & Green, M. C. (2005). Global marketing. Upper Saddle River, NJ: Pearson/Prentice Hall. United States. (2008). SWOT analysis: A tool for making better business decisions. Washington, D.C.: U.S. Dept. of Agriculture, Risk Management Agency.

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Advantages and Disadvantages of Global Marketing, Essay Example

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Chapter 19’s focus on advertising is global marketing and advertising, and discusses the advantages and disadvantages of global marketing. Also an important subject discussed in the chapter is globalization and when it is appropriate. I chose to summarize these two items from the chapter.

Several different aspects of global advertising and marketing contribute to its advantages. Those advantages include, according to the text, economies of scale in production and distribution, lower marketing and advertising costs, lower advertising product costs, the ability to exploit goods on a worldwide basis, introduce products quickly into various world markets, maintain a consistent international brand and image, and the simplification of coordination and control of marketing and promotional programs (Belch 652-653). It is argued that as long as marketers emphasize quality, reliability and low prices, then they will succeed with consistent global marketing campaigns. Some have even argued that people all over the world want to buy the same products and live the same way, so global marketing is encouraged due to this (Belch 653).

The disadvantages of global marketing come from the issues of trying to market a product in a “one size fits all mentality.” That is usually not the case, considering each culture has their own individual values and beliefs, therefore a one size fits all approach would not necessarily work. There are also other specific factors that must be taken into consideration besides culture, such as legal, political, economic and technological concerns (Belch 653-655).

This chapter also discusses when globalization is appropriate. The following can be considered situations in which globalization can be successful:

Brands or messages that can be adopted for visual appeal, avoiding the problems of trying to translate words into dozens of languages, brands that are promoted with image campaigns that play to universal needs, values and emotions, high-tech products and new products coming to the world for the first time, not steeped in the cultural heritage of the country, products with nationalistic flavor if the country has a reputation in the field, products that appeal to a market segment with universally similar tastes, interests, needs and values (Belch 656).

Global marketing is becoming more and more common because of globalization, and can be seen utilized on social media websites and other communication platforms that make it easier for people to connect with each other all over the world.

Chapter 20 of the text talks about regulation and advertising promotion. Specifically, it discusses self regulation, state regulation and federal regulation in advertising and promotion. I chose to focus on self regulation in the advertising industry for this section of the assignment.

Self regulation in advertising promotion consists of self regulation by advertisers and agencies, by trade associations, by businesses, and by the media (Belch 684-692). Self regulation by advertisers and agencies means that by implementing guidelines and policies, most companies already have specifics set in place for the development of advertisements (Belch 684). This also means that the companies already offer internal control and regulation (Belch 684). Self regulation by trade associations is another means of providing controls and standards among the industry. Trade associations are similar to advertisers and agencies in that they have their own self-regulatory programs. The text notes that industries that are prone to controversy, such as liquor, alcoholic beverages, drugs and products marketed toward children require a great deal of regulation (684). Trade organizations will then develop their owns codes and regulations that companies are then expected to follow (Belch 684). Self regulation by businesses refers to the established self-regulatory mechanisms put in place by the business community in an effort to control advertising practices (Belch 686). For example, the Better Business Bureau promotes fair advertising and selling practices and also handles and investigates formal complaints from consumers and other businesses (Belch 686-687). Self regulation by media, as stated in the text, “maintain some sort of advertising review process and, except for political ads, may reject any they regard as objectionable” (Belch 691). Each medium has their own sets of standards and codes, and even further, specific names within the certain medium has even further defined rules and regulations in what they deem appropriate or relative. (Belch 691).

Works Cited

Adidas Football Case Study. 2011, Social Fresh Conference.

Belch, George, E., and A. Belch, Michael. “Advertising and promotion.” An Integrated Marketing Communications Perspective. New York: MacGraw Hill Higher Education  (2012).

Jhaveri, A. 2011. Cause-Related Marketing: An In-Depth Analysis.

MacLeod, Duncan. “Adidas Launches The Quest.” The Inspiration Room . 9 June 2010. Web. 30 Oct. 2015. <http://theinspirationroom.com/daily/2010/adidas-launches-the-quest/>.

Vaughan, Pamela. “Facebook Launches Global Pages to Simplify Brands’ International Facebook Presence.” Facebook Launches Global Pages to Simplify Brands’ International Facebook Presence . 18 Oct. 2012. Web. 30 Oct. 2015. <http://blog.hubspot.com/blog/tabid/6307/bid/33733/Facebook-Launches-Global-Pages-to-Simplify-Brands-International-Facebook-Presence.aspx>.

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