Find out about our effort to help us all think through what we can do to help. Prior to the end of the Cold War, societies were divided by ideological differences, such as the struggle between democracy and communism. Huntington's main thesis argues, "The most important distinctions among peoples are [no longer] ideological, political, or economic.
They are cultural" New patterns of conflict will occur along the boundaries of different cultures and patterns of cohesion will be found within the cultural boundaries. To begin his argument, Huntington refutes past paradigms that have been ineffective in explaining or predicting the reality of the global political order. Huntington develops a new "Civilization paradigm" to create a new understanding of the post-Cold War order, and to fill the gaps of the already existing paradigms.
To begin with, Huntington divides the world into eight "major" civilizations:. Following the explanations of the separate civilizations in the new paradigm, Huntington describes the relations among civilizations.
The Global vs. Local Debate
Before A. Huntington argues that research and technology are the catalyst for civilization creation and development. By A. Twentieth century relations among civilizations have moved beyond the unidirectional influence of the west on the rest.
Instead, "multidirectional interactions among all civilization" has been maintained In other words, cultural influence is interdependent; western civilizations influence and are influenced by smaller, less powerful civilizations around the world. Huntington then refutes the idea of a Western cultural hegemony and the concept of an established universal civilization. He states that "global communications are dominated by the West" and is "a major source of the resentment and hostility of non-Western peoples against the West" The notion of a single, universal culture is not helpful creating an explanation or a description of global political order.
However, Huntington also argues that as modernization increases cross-cultural communication, the similarities among cultures also increase.
The key to this chapter is Huntington's severance of modernization from Westernization. While the world is becoming more modern, it is simultaneously becoming less Western, an idea he expands upon in part two of the book.The debate on standardization and adaptation in marketing has sparked a debate for decades. However, critics of this thesis argue, that just a just a few products can be easily standardized in a global manner.
Kotlerp. Today, virtually every major company is forced to compete in the global market. And global marketers need to navigate through diverse cultures that go along with unpredicted rules and differences. Companies that are taking their business global and aim to successfully sell their products and services in foreign markets face many challenges. Many companies have understood the importance of global activities.
Markets that were restricted to the local market, only a few years ago, are now dominated by global businesses. The success of global companies is based on the success of national, which emerged from local companies businesses in the end of the last century. This development shall also apply for most industry sectors that stand to the rules. Keegan, et al. Having a lack of understanding for the absolute need of the right marketing approach, whether it is standardization or adaptation, many multinational firms faced costly errors when attempting to sell a product to a global audience.
Kutschker, Schmid,p. This seminar paper evaluates the dimensions of standardized global marketing and local marketing for global companies by starting with a short insight into globalization and global firms in general, followed by an illustration of the global-local dilemma, that forces a decision on the choice between selling the same product across all boundaries and the implementation of local marketing strategies in order to respond to regional differences.
Globalization has become a buzzword in the s cf. Cooper,p. The core message of the concept was very well received among many groups such as corpo-rations or politicians.
Many academics contend that not only the integration of commodities and labor is influenced; furthermore, even capital markets in economics have to be involved cf. Chiswick, Hatton,p. In the last decades the term globalization gained in importance. Boundaries became more permeable and trade barriers, such as tariffs or trade restrictions, have been initiated.
It is a process impelled by international trade. Globalization is the development of a more and more integrated global economy marked especially by free trade, free flow of capital, and the tapping of cheaper foreign labor markets cf.
Merriam Webster, N. Herkenrath,p. Abbott and Snidalp. Usually one centralized and strong headquarter is responsible for the global brand strategy cf. Investopedia, N. By means of economies of scale these companies homogenize products as far as the market allows in order to keep costs low. More and more businesses are going glo-bal today and global business is no longer in the hands of a limited number of multinational giants cf. Benton, et al. In todays rapidly globalizing world, firms aim to operate on a global scale.
In order to do so effectively, they face common challenges. By following the goal of operating globally on the one hand, they have to account for local differences on the other hand. The conduct of companies in foreign markets has been studied for decades to understand which major factors influence the choice between local marketing and standardized global marketing.Every answer is different no matter how many orders we get for the same assignment.
Please share your assignment brief and supporting material if any via email here at: care academiasupport. The aim of this unit is to introduce students to a variety of methods organisations use to coordinate their international marketing efforts. Students will critically evaluate the various challenges that organisations face when doing so.
This unit will give students the knowledge and ability to work with marketing teams internationally and to study marketing at a higher level. To do this, marketers must gain an appreciation of the various cultural, regulatory and political issues that exist in transferring marketing strategies into different countries and the impact it can have on both consumers and the organisation. Learning Outcomes. By the end of this unit a student will be able to:.My Debate with Kent Hovind - Noah's Flood: Local or Global?
Demonstrate an understanding of how marketing contributes to business strategies in an international context. Evaluate entry to a selection of international markets and define the key success factors. Investigate how elements of the marketing plan can be adapted or standardised across international markets. Demonstrate an understanding of how to organise and evaluate international marketing efforts multinational, global, transnational, meta-national, etc. Essential Content.
LO1 Demonstrate an understanding of how marketing contributes to business strategies in an international context. International context:. Key global macro and customer trends.
Global vs. Local – the pitfalls and possibilities for brands from Duracell International's CMO
LO2 Evaluate entry to a selection of international markets and define the key success factors. Critical evaluation of international markets:. The international market selection process. LO3 Investigate how elements of the marketing plan can be adapted or standardised across international markets. The marketing plan in an international context:. Pricing in international markets.
Tapping into untapped markets. LO4 Demonstrate an understanding of how to organise and evaluate international marketing efforts multinational, global, transnational, meta- national, etc.
International marketing efforts:. Home or international orientation and reporting lines. Assessing international market competition. Learning Outcomes and Assessment Criteria. P1 Analyse the scope and key concepts of international marketing. P2 Discuss the rationale for an organisation to want to market internationally and describe the various routes to market they can adopt. M1 Evaluate the opportunities and challenges that marketing internationally presents to an organisation.
LO1 and LO2. D1 Produce a critical evaluation of the international market context, including insight into how organisations should adapt their marketing strategies for various markets. P3 Evaluate the key criteria and selection process to use when considering which international market to enter. M2 Apply the market evaluation criteria, entry strategies and make recommendations for a selected organisation.
P4 Explain, using examples, the different market entry strategies, including the advantages and disadvantages of each.Your report should be written in a concise, formal business style using single spacing and font size You are required to make use of headings, paragraphs and subsections as appropriate, and all work must be supported with research and referenced using the Harvard referencing system.
The recommended word limit is words: no penalty applies if you exceed this recommended word limit. Introduction: This should provide a brief overview of the report. Conclusion: summary of key topics discussed in the report References: It contains resources cited in all of your answers. Follow Harvard Referencing system.
International Marketing vs Global Marketing (10 Differences)
BMW is one of the leading manufacturers in premium cars and motorcycles in Europe headquartered in Munich. Besides automobile manufacturing, the company also provides information technology and financial services. The company has its manufacturing plants spread over 13 countries in four continents and showrooms across countries worldwide. At a business level, BMW operates through three main business divisions — automobiles, motorcycles and financial services.
BMW seems to understand this logic of the necessities for global marketing in an ideal manner to perform beautifully in the Korean market. In order to create a successful marketing plan, managers must configure the varying aspects of marketing mix and identify precise market segmentation to understand different patterns of customer purchasing behaviour. BMW implemented a different marketing mix to sell cars to different socioeconomic segments, aggressively emphasizing premium segments.
BMW initiated the goal of segmenting the premium market by optimizing the fit between the purchasing behaviour of consumers and the marketing mix to maximize sales to that segment.
Responding sensitively to unique values and purchasing behaviour enabled BMW to transcend intended performance. Although multiple opportunities help the Western car maker to dominate the luxury automotive industry in Asia, BMW faces challenges when entering into Asian markets. Each region of the world is broken down into hundreds of provinces, which contain their own cultures and customs, making the tastes of the people who live in these regions varied.
This proposes a challenge for BMW because they must have different corporate strategies when doing business in various countries.
The Asian market in particular is difficult to do business in for many reasons. Foreign direct investment is a very important element of the transatlantic economy. The EU is the most important source of direct investment in the U.
Mutual investment creates jobs and stimulates innovation. It enhances the global competitiveness of the transatlantic economy. A strong investment protection with a clear commitment to respect the already agreed high level principles and rules for transatlantic investments with a state-of-the-art investor-to-state dispute mechanism is supported.
The submission is in the form of a minute group PowerPoint presentation and 5 minutes allocated for questions. The presentation slides and speaker notes should be submitted as one copy.
You are required to make effective use of PowerPoint headings, paragraphs and subsections as appropriate. Your research should be referenced using the Harvard referencing system. Please also provide a bibliography using the Harvard referencing system.
The recommended word limit is 1, to 2, words, including speaker notes, although you will not be penalised for exceeding the total word limit. LO1: Demonstrate an understanding of how marketing contributes to business strategies in an international context.
LO2:Evaluate entry to a selection of international markets and define the key success factors. In order to test your abilities, the Marketing Manager has asked you to explain concepts and principles of the international marketing process applicable to the given organisation.
You will conduct a group presentation with your colleagues which should contain the following:. Use a range of sources to define international marketing and highlight the main differences to local marketing.International business and marketing refers to expanding and promoting the business on global basis.
While conducting the business at international level, the same marketing principles, which are applied while, doing business at domestic level are applied but, in a reformed manner Morschett et al. The organisation chosen for the discussion is Brakes Food Ltd. The company provides wholesale and contract logistic services. Its customers mainly include schools, hospitals, contract caterers and various large restaurant chains.
At present the company has 20 distribution centres in the UK and is planning to expand its business outside the UK i. The following discussion is presented in the form of a report wherein the various aspects of international marketing have been discussed.
The discussion has been done in the context of chosen company. International marketing is also called global marketing which refers to the marketing that is executed by the multinational or transnational companies across global borders. Thus, in other words it can be said that international marketing refers to the application of the principles of marketing across national borders.
The key concepts of international marketing are national borders and the business is required to be deal with unknown market environment which is more hostile to their own nation Pendleton et al. The concept of international marketing is generally applied when a company being in the external or foreign marketing becomes self dependent and when it wants to expand at the international level.
Multi domestic or multi domestic marketing are another key concepts in international marketing.
As far as the scope of international marketing is concerned it is observed that the different scope involved is in the form of export, import and re-export. Export refers to the function of international business wherein the goods are produced in a home country and then are shipped to different country for the purpose of sale or trade Millar On the other hand, import consists of goods and services that are purchased in one country from a foreign country for the purpose of selling in the domestic market.
The last scope of international marketing is re export which means that import of semi-finished goods take place and after that further processing of the goods is done and then are exported to other countries in the form of finished goods.
The company at present is operating at the domestic level wherein it has more than 20 distribution centres. Within the UK it provides wholesale and contract logistical services and has its headquarters in Ashford. The company has been doing well in the UK market which can be seen from the revenue and the profit report of the company Cavusgil et al. Thus, after successfully placing itself in the domestic market the company needs to focus on the international market which will help it to enhance its customer base and expand the market at the global level.
In addition to this, considering the concepts of international marketing discussed in the previous section it is observed that Brakes Food Ltd. This will help the company to grow globally.Our online festival is underway with a packed programme of interviews and panels. Multinational brands are an integral part of consumer culture across the globe — and because of their scale, they are also the key drivers of corporate profits. The answer, of course, lies in the balance between local consumer relevance and global operating efficiencies.
Technological and cultural shifts have seen marketing as an industry change significantly over that period, and the necessity to make every dollar count is now greater — if more difficult — than ever. Asking yourself these questions is a great place to start. The categories with the commonest consumer needs are built on industrial standards: think airplanes, computers, disposable batteries or electronic equipment.
Generally speaking, a simple rule applies: the further your category usage is from the consumer, the more global your marketing needs are going to be. Both being transportation vehicles, everyone would agree that a car is more personal than an airplane — but only to a degree.
Something like fashion is an interesting category — as while every fashionista celebrates his or her unique style, fashion matters mostly out of the home, and is therefore in its nature very global. Being an out of home category, fashion is on the whole governed by global trends, and therefore needs less local personalization.
Personal cleaning and grooming products, for example, benefit tremendously from local insight, and needs are often not just common but biological. In order to establish how common or uncommon your brand category needs are, you can take different degrees of sophistication. Yes, you can commission extensive and expensive consumer research studies such as habit and practices or equity scans.
Often, simple qualitative work or standard advertising tests will work just as well. Whatever your answer to the first question, there is a degree of making the numbers work. Total up how much you spend on brand building annually. This should include all consumer-facing brand investment — above the line, digital, e-commerce platforms, in-store, and so on.
Include everything but trade-focused spend, as this is a commercial transaction and not directly equity building. If, however, your annual brand investment figure is around half a billion or beyond, you can afford to make a local play. Next, establish your marketing model by correlating consumer needs and global investment. This is the part where marketing judgement your conclusion to point 1 meets financial science your conclusion to point 2. If your brand has common consumer needs and annual global investment of below one-third of a billion US dollars, you must run the brand globally.
In contrast, if your category needs are very local and you have global scale of investment, the importance of local insight will always justify a local set up. And what about those brands that fall in the middle — with either needs being local while investment being low, or needs being common but investment being high?
Consider that brand building on a global vs. This covers all brand design elements including advertising, websites, in-store, tool-box, media strategy and content creation. A global brand set-up delivers significant operating efficiencies, and for brands in categories with common consumer needs, it is irresponsible not to implement such a model. Remember that universally, there are two brand pillars that must always remain global. Irrespective of the commonality of your category needs and the opportunities for operating efficiencies, you must keep your brand visual and identity assets global.
This includes brand fonts, icons, logos, primary and secondary colors, brand patterns and, importantly, brand character. This should be untouchable territory for local brand practitioners and part of global brand DNA that underpins all communication, whatever marketing model you decide to employ.
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Digital Transformation Festival 16 March - 24 April Video Webinars Editorial. Coming Up. Why marketing communications matters in the age of Covid All Topics: Ad of the Day.The aim of this unit is to introduce students to a variety of methods organisations use to coordinate their international marketing efforts.
Students will critically evaluate the various challenges that organisations face when doing so.
Unit 40 International Marketing Brakes Food Ltd
This unit will give students the knowledge and ability to work with marketing teams internationally and to study marketing at a higher level. To do this, marketers must gain an appreciation of the various cultural, regulatory and political issues that exist in transferring marketing strategies into different countries and the impact it can have on both consumers and the organisation.
LO1: Demonstrate an understanding of how marketing contributes to business strategies in an international context:. LO3: Investigate how elements of the marketing plan can be adapted or standardised across international markets.
LO4: Demonstrate an understanding of how to organise and evaluate international marketing efforts multinational, global, transnational, meta-national, etc. In order to pass this unit, the assignment that you present for assessment needs to demonstrate that you can meet all the learning outcomes listed below.
You have been working as marketing manager for a leading national organisation your workplace or choose an organisation of your choice having top of the range products and brand leader for some of the products. Since this is going to be the first ever exposure to the international markets, they want to have a research report about the ins and outs of the international expansion.
The Director has assigned you the task to produce a report for the Board of Directors focusing on how marketing contributes to business strategies in an international context and how they can enter into international markets and be successful in this expansion. Your findings should be presented in a Report Format to the Board of Directors of the chosen organisation in a formal report style. Your report should be referenced using the Harvard referencing system. Please also provide a bibliography using the Harvard referencing system.
He further informed that BOD wants you to give a presentation to them and the senior management team on how the marketing plan can be adapted or standardised across international markets and how to organise and evaluate marketing efforts. Your work should be presented in a Presentation format to the Board of Directors and the senior management team. The submission is in the form of a minute individual PowerPoint presentation and 5 minutes allocated for questions.
The presentation slides and speaker notes should be submitted as one copy. Please make effective use of PowerPoint headings, bullet points and subsections as appropriate. It should be referenced using the Harvard referencing system.
This table outlines requirements for each grade i. Pass, Merit or Distinction. You are encouraged to use diagrams or tables to illustrate and reinforce your findings, using single space and font size Any references to academic theory should be correctly cited and referenced in a bibliography at the end of the report. Please do not copy and paste information.