Globalization: Building a Global Brand Essay

Globalization: Building a Global Brand Essay

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Globalisation has a huge impact on marketing in many ways. Globalisation can force businesses to change their operations, perform to expectations, vary their marketing strategies or adopt a Global Marketing strategy. Businesses must adapt to these situations to succeed in the Global Market and establish themselves as a Global Brand.
Marketing is a key, arguably the most important factor of a business. It is the range of activities that aim to identify, anticipate and shape customer demands and satisfy these demands in a way that furthers the businesses objectives (Moore,2011) It is crucial in the role that it generates funds, but it is also dependant on other business functions. It is a very broad role in business, as it's role ranges between advertising, identifying markets, satisfying customer demands, promoting and designing the product, being cost effective, designing prices, building a demand, distribution, creating a competitive environment and many others. Most companies will have a whole team dedicated to marketing the product, to ensure their product stays competitive in their target market. Being a major factor in large company’s success, large amounts of money are dedicated to this department by most companies every year. Companies will strive to have the best marketing, such as Coca Cola, who state in their mission statement "We will be the best marketers in the world". This is an aggressive statement but shows if a business does have the best marketing, they will be a powerful business
Globalisation is the growth to a global or worldwide scale ( This is when a business decides to expand off-shore across international borders to seek a larger or alternative target market. When doing this a business mu...

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...Coca Cola with having a great time, a clever global marketing strategy that has been effectively implemented.
Using strategies such as these can help a business become a global brand and establish themselves in overseas markets. These example businesses all use these strategies effectively which is why they are all large and competitive in the global market. Globalisation impacts marketing by forcing them to adapt to different situations and use these strategies if they wish to be effective on a global scale.

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