Understanding Global Marketing Strategies

Module Overview

Understanding the dynamics of global marketing – globalisation, environment, culture, branding, positioning, segmentation and the increasing competitive threat – are arguably the most important factors that a global company needs to manage, integrate and exploit new opportunities. This module adopts a strategic approach to the study of marketing and communication in a global context. The module builds upon the knowledge gained in the introductory marketing module or equivalent, and applies these to the global marketing arena. It builds an understanding of the global trading environment, differences in buyer and consumer behaviours and it examines how global marketing analysis, strategies, and programmes can be developed, organised and implemented. In summary, it prepares a student to grasp a strong understanding of the essentials of global marketing. On a practical level, besides helping you to acquire marketing knowledge and skills this module aims to develop further your ability to manage your own learning, communicate your views to your tutor and other students and work effectively in groups. You will be expected to present your work to a professional standard. Look forward to meeting you and we hope that you enjoy this module. Please read this Module Study Guide through in order to familiarise yourself with the expectations of the module and to access relevant material. The overall aims of the module are:

1.To enable students to acquire a degree of expertise in developing marketing strategies for countries other than their own and thereby to extend their range of marketing understanding both to deal with global marketing situations in nondomestic markets and the impact of global competitors on the domestic market;

2.To promote an understanding of the factors determining the extent to which standardisation in strategy and implementation is appropriate for success in global markets;

3.To enable students to develop a sound understanding of the formulation and implementation of integrated global marketing plans and associated activities;

Expectations

Specific expectations students can have of tutors:

1.Ensure lecture materials are always available

2.Students are given the support they need  Specific expectations tutors will have of students:

1.Students attend seminars online

2.Prepare the available activities online before joining seminars

1.3Learning outcomes to be assessed

On the completion of this module the students will be able to demonstrate a range of different abilities and skills. Students will: A. Knowledge and Understanding

A.1.Determine the types of information required for effective global marketing decision-making.

Expectations

B. Intellectual (thinking) Skills

B.1.Critically analyse data concerning complex marketing problems and opportunities with a minimum of guidance, applying major global marketing theories and concepts

B.2.Identify the key cultural factors and the nature of their impact in global marketing.

B.3.Evaluate the opposing arguments for standardising or adaptation of the elements of the marketing mix in different markets and countries.

Subject Practical Skills

C.1.Select, integrate and analyse appropriate global marketing issues to meet the needs of appropriate global marketing strategies and be appreciative of, and sensitive to, issues associated with marketing in different countries.

C.2.Select and apply critically a variety of global marketing concepts and information to develop realistic and original solutions to complex marketing problems.

C.3.Develop both presentation skills and working with others intellectually on a group project.

D. Key/transferable skills

D.1.Be able to communicate problem solutions in an appropriate format

D.2.Be able to access and use learning resources

1.4Indicative Contact Hours

2.2Assessment brief including criteria mapped to learning outcomes

Assessment 1 Individual Report – 40%

Task

An organisation of your choice is trying to enter a new market (Market of your choice in any country). The organisation that you choose should come from one of the sectors below;

-Hospitality ( Travel, Tourism, Food Beverages and Hotels) or

-Banking  or

-Transportation ( Aviation, Rail, Taxi/Private hire and water transport)

As marketing an executive, your chosen organisation would want you to develop a new or modify an existing product or service for the new market.  Management of your chosen organisation would like you to present your ideas product/ service development process and the entry strategy in to the new market. Your report should focus on the following issues as indicated in the criteria below;

Presentation Criteria

In this section you are to provide information on your chosen organisation , the sector they are in and why you choose that company

Organisational Analysis – provide information on the operations of your chosen company including market share, competitor analysis.  

Market entry - Critically evaluate two proposed markets to enter using the relevant frameworks for example, SWOT and PESTLE. After critical evaluation, select one market and provide justification using the relevant frameworks including SFAe (Suitability, Feasibility and Accessibility) or the 2Rs  (Risks, and Returns)

New Product or service – Discuss the new/ modified product or services to be introduced into this market with

Learning Outcomes to be Assessed

Entry methods -   Critically evaluate  the modes and the methods of entry into this market with justifications on your selected one  

Marketing Mix – For implementing the  strategy on this new product or a service,  discuss how the marketing mix would help to do this

Conclusion and evidence of research  and group work 5%

Assessment 2 – Individual written report – Marketing Plan for NIVEA FOR MEN

The NIVEA brand is one of the most recognized skin and beauty care brands in the world.  NIVEA crème was first introduced in 1911 and the NIVEA brand now extends to 14 product ranges worldwide from sun care to facial moisturizers, deodorant and shower products. In 1980 when Beiersdorf, the international company that owns NIVEA, launched its NIVEA FOR MEN® range internationally, it broke new ground with its aftershave balm product. It was the first balm on the market that did not contain alcohol, which can irritate the skin. It proved to be very popular with consumers. In 1993, NIVEA FOR MEN developed a fuller range of male skincare products. This reflected the growing social acceptance of these products with male consumers. The brand was able to exploit its knowledge of the skincare market. The company’s research showed men mainly wanted skincare products that protected the face after shaving. Men were willing to buy products that helped calm and soothe irritated skin caused by shaving.

The NIVEA FOR MEN brand was launched in the UK in 1998. At that time total annual sales of men’s skincare products (facial and shaving preparations) in the UK were only £68 million with the male facial product sector worth only £7.3 million.

Sales of male skincare products have grown steadily since the launch of NIVEA FOR MEN and the market is currently worth over £117 million with male facial products worth £50 million. NIVEA FOR MEN wants to increase its share of the male skin care globally and therefore needs a marketing plan.

Assessment Task

Assume you are a marketing executive hired by NIVEA.  Create a marketing plan that that would help NIVEA to continuously increase their market share internationally in the male skin care market. Your plan should address the issues below in a 3000 word report.

Issues for consideration

Introduction – Discuss the purpose of the report and why NIIVEA wants to go international. You are permitted to research about NIVEA from legitimate sources to support your discussion (but do not contact the company directly)

Produce a PESTLE analysis addressing the main threats and opportunities in the market in the market that NIVEA wants to enter

Discuss the market segmentation, targeting and positioning issues of the new market

Discuss the entry strategy with justification for the market

Provide a detail analysis how the marketing mix. product, price, and  place would be used to support the marketing of NIVEA in the new market

Discuss the various communication methods that could be used by NIVEA to market the products