Globalisation and Marketing Strategy Assignment Help

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Qualification - OTHM Level 7 Diploma In Strategic Management And Leadership

Unit Name - Globalisation and Marketing Strategy

Unit Reference Number - J/507/2627

Unit Level - Level 7

Unit Number - Unit 11

Assignment Title - Globalisation and Marketing Strategy

Unit Credit - Credit 15

Learning Outcome 1: Critically evaluate the globalisation phenomenon

Answer: Globalisation is a complex and multifaceted phenomenon that refers to the increasing interconnectedness of economies, cultures, and populations across the world. It has brought significant benefits, such as improved access to goods, services, technology, and information, while enabling global trade, investment, and communication. Economically, globalisation has contributed to the growth of emerging markets and the expansion of multinational corporations. However, it has also led to major challenges, including widening income inequalities, exploitation of labour, environmental degradation, and the erosion of local cultures and identities. Furthermore, globalisation has made economies more interdependent, which can increase vulnerability to global crises, such as financial downturns or pandemics. While the phenomenon offers opportunities for innovation and development, it also demands careful regulation and equitable policies to ensure that its benefits are widely distributed and its negative impacts are effectively mitigated.

Learning Outcome 2: Be able to critically evaluate the global business environment

Answer: To critically evaluate the global business environment, one must consider a range of interconnected economic, political, legal, technological, and socio-cultural factors that influence international business operations. The global business environment is shaped by dynamic elements such as trade policies, regulatory frameworks, geopolitical tensions, technological advancements, and shifts in consumer behavior. Multinational companies must assess risks like currency fluctuations, trade barriers, and compliance with diverse legal systems while identifying opportunities for expansion and innovation. Additionally, global challenges such as climate change, supply chain disruptions, and ethical sourcing increasingly impact strategic decisions. A critical evaluation requires understanding how these external forces interact, vary across regions, and influence business competitiveness and sustainability on a global scale.

Learning Outcome 3: Be able to analyse the internationalisation process for a range of companies in various global markets

Answer: The internationalisation process involves companies expanding their operations beyond domestic borders to enter and compete in global markets. This process varies based on company size, industry, resources, and strategic goals. For example, multinational corporations like Apple or Toyota often follow a structured path involving foreign direct investment, joint ventures, or wholly owned subsidiaries. In contrast, small and medium enterprises (SMEs) may internationalise gradually through exporting, licensing, or e-commerce platforms. Key factors influencing internationalisation include market potential, cultural compatibility, entry barriers, and competitive dynamics. Companies must also adapt their products, marketing strategies, and operations to suit local preferences and regulations. Analysing various companies across global markets reveals that successful internationalisation requires careful planning, market research, risk assessment, and a strong understanding of local contexts to build sustainable and competitive global operations.

Learning Outcome 4: Be able to develop appropriate marketing strategies for global markets

Answer: Developing appropriate marketing strategies for global markets requires a deep understanding of diverse consumer behaviours, cultural differences, economic conditions, and legal frameworks across regions. Companies must balance standardisation and adaptation to ensure brand consistency while meeting local preferences. This involves tailoring product features, pricing, promotion, and distribution strategies to suit each market. For example, while a global brand may use uniform branding elements, it might localise advertising messages, packaging, or customer engagement approaches to resonate with regional audiences. Effective global marketing also depends on market research, segmentation, and the use of digital tools to reach target customers. Ultimately, successful strategies are those that align with both global business objectives and local market demands, ensuring competitiveness and customer relevance worldwide.

Learning Outcome 5: Be able to evaluate the importance of innovation protection for new products and services

Answer: Evaluating the importance of innovation protection is crucial for safeguarding new products and services in today's competitive market. Intellectual property (IP) rights-such as patents, trademarks, and copyrights-play a vital role in protecting innovative ideas from imitation, ensuring that creators and companies can benefit from their investments in research and development. Without adequate protection, competitors may replicate and exploit innovations, undermining the original developer's market advantage and profitability. Innovation protection also encourages continued investment in new technologies and services by reducing risk and promoting fair competition. Additionally, it enhances a company's brand value, credibility, and potential for partnerships or funding. Therefore, securing IP rights is essential for fostering innovation, maintaining a competitive edge, and supporting long-term business growth.

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Aim: This unit provides the learners with knowledge and understanding on the global business environment, issues facing contemporary organisations in the globalised world, with the identification and use of global marketing strategies and the strategic moves of entering international markets utilising design and innovation. Issues related to internationalisation, market research to enter new markets, and the importance of patenting and intellectual property rights are also covered with regard to business innovation. Strategies of adaptations vs standardisation of marketing mix and segmentations. Concepts of designing and innovation are comprehensively introduced to the learners with practical applications. Characteristics of the design process in the context of stylistic change, fashion and consumer taste (including the nature of design management) are elaborated upon. Critical analysis of the design and innovation practices is an important role of the learners, and the importance of design and innovation in enhancing competitiveness is also covered. The unit also focuses on how current developments in innovation and design has impacted on mass customisation and marketing communication strategies in organisations. In addition, the importance of patenting ideas, design registration, trademarking and intellectual property on new products and services is also elaborated for the benefit of the learners.

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Analyze the Essential Factors of the Global Business Environment Assignment Support, Delve into the Strategic Complexities of Operating in a Global Setting.

Assessment content:

Be able to assess and evaluate globalisation as a force
» Concept of internationalisation, globalisation, factors and drivers of globalisation, models of globalisation.
» Globalisation is a debate advocates and critics
» Impact of globalisation on organisations , people and marketing strategies and other functional areas
» Developed, developing, underdeveloped countries and Emerging markets

Be able to critically evaluate global business environment and competitions
» SLEPT factors: Before creating business plans or when evaluating existing ones it is important to 'scan' the external environment. This takes the form of SLEPT analysis, i.e. an investigation of the social, legal, economic, political, and technological influences on a business. In addition it is also important to be aware of the actions of your competitors. These forces are continually in a state of change
» Cultural impact on internationalisation: language barriers, attitude, religious beliefs, etc.
» Porters Model of competitive advantages of nationals and Porters five forces

Be able to determine the internationalisation process for a range of companies in various global markets
» Choices of different modes of entry in international markets
» International marketing strategies: International markets could be exploited for opportunistic global market development (diversifying markets);
» Following customers abroad (customer satisfaction); Pursuing geographic diversification (climate, topography, space, etc.); Exploiting different economic growth rates (gaining scale and scope);
» Exploiting product life cycle differences (technology); Pursuing potential abroad; Globalising for defensive reasons; Pursuing a global logic or imperative (new markets and profits)

Develop global business strategies
» Changing international environment: Understand the new trends in globalisation. The theories of globalisation, issues and strategies should be discussed with regard to entering international markets
» Ethnocentric and polycentric and geocentric strategies
» C factors (12-c framework): To enter international markets the 12Cs should be evaluated. They are Country. Culture. Concentration
» Channels. Commitment. Choices. Caveats. Communication. Currency.
» Contractual obligations: Capacity to pay, Control and coordination
» Standardisation v adaptation: When it comes to the international market entry companies tend to standardise the product; however, to be successful the importance of adapting to specific markets

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Be able to develop and apply appropriate marketing strategies for global markets
» International market research; International market planning, strategic choice and evaluation/control
» International Marketing analyses: International Marketing Mix analysis; International
» Global market segments
» Marketing communication: Wide access to internet, High technological devices, social media, etc. has changed the communication and promotional strategies of companies

» Information required in developing a marketing strategy: Industry trends, rival information, resource requirement, financial markets, government regulations, demographic information, corporate financial performance indicators, internal operations related data, corporate annual report, market analyses, stock market data, governmental publications

Be able to understand the importance of innovation protection for new products and services
» Ansoff's matrix, product development and innovation management in international organisations.
» Innovation protection: Patenting ideas, design registration, trade marking and intellectual property
» Consequences of not protecting innovation: Imitation; lose competitive edge; Less market recognition and corporate excellence. These should be explained with practical examples

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