The overall aim of this paper is to evaluate ways in which changes within the global economy might impact upon marketing strategies and activities of a business organization of my choice. The company I have chosen to write about is Hutchison Whampoa Limited (HWL), which is a global conglomerate. Firstly, I would give a brief description of Hutchinson Whampoa Limited. Hutchinson Whampoa Limited is a global investment holding company founded in 1977, and is based in China, employing approximately 260,000 people from 52 countries, including approximately 1,100 in the Bahamas. It also comprises 319 berths in 26 countries and is one of the leading Container Terminals and Port Services. Hutchinson’s broad portfolio includes Real Estate, Hotels, Commercial, Industrial and Residential Properties, owning and managing fifteen (15) premium hotels, worldwide. Hutchinson Whampoa Limited is the operators of The Freeport International Airport, The Freeport Harbour Company, The Freeport Container Port, and Our Lucaya Hotel, in Freeport Grand Bahama. Their global business portfolio includes 11,000 retail interests and stores in 30 Countries. Their Energy division accounts for 34.02% interest in one of Canada’s leading energy companies, The Husky Energy Inc. HWL also provides mobile telecommunications, data, internet and broadband services. (Hutchinson Whampoa Ltd. – about HWL -no date) Hutchinson Whampoa Limited’s infrastructure includes a 78.6% interest in Cheung Kong Infrastructure Holdings, an investor in China, Australia, New Zealand, The United Kingdom, Canada and the Netherlands. The company is one of the leading operators of mobile telecommunications and data services, being an international pioneer of the mobile broadb... ... middle of paper ... ...ingapore: Prentice-Hall. PORTER, M. E. (1980). Competitive strategy: techniques for analyzing industries and competitors. New York, Free Press. Solomon, M. R. (2009) Consumer Behaviour: Buying, Having and Being, 8th edition, New Jersey: Pearson Education. STALK, G., EVANS, P.,& SGULMAN, L. E. (1992). Competing on capabilities: the new rules of corporate strategy. [S.l.], Harvard Business Review WEBSTER, F. E. (1994). Market-driven management using the new marketing concept to create a customer-oriented company. New York, Wiley. http://catalog.hathitrust.org/api/volumes/oclc/29224849.html. What are Economic Factors - Definition [Accessed Dec. 4, 2013] from: www.businessdictionary.com/definition/economic-factors ZOOK, C. (2004). Beyond the core: expand your market without abandoning your roots. Boston, Harvard Business School Pub.
Globalisation is having a significant impact on marketing. This is because a business, by distributing itself across international borders makes its product more readily available to international customers and creates employment opportunities in the country it has moved to. To understand the impacts, globalisation, marketing (particularly market segmentation), global marketing strategies and general history of Qantas need to be examined.
Arthur, A., Thompson, Margaret, A., Peteraf, John, E. Gamble, A., J., Strickland III. (2014). Crafting & Executing Strategy: The Quest for Competitive Advantage 19e: Concepts & Cases. C6-C25.
Hetherington, K. (2009) ‘Consumer Society? Shopping, consumption and social science’, in Taylor, S., Hinchliffe, S., Clarke, J. and Bromley, S. (eds)
Competitive strategy is a long-term action plan that is devised to help a company gains the competitive advantages over its competitors. There are Four Porter’s Competitive Strategy which including cost leadership, differentiation, cost-focused and focused-differentiation.
Magretta, J. (2012). Understanding Michael Porter: The Essential Guide to Competition and Strategy. Harvard Business Press. Retrieved from http://common.books24x7.com.ezp-01.lirn.net/toc.aspx?bookid=45565
In The Competitive Advantage of Nations, which was published in 1990, Michael Porter – who has dedicated most of his career to studying businesses and how they can develop a competitive advantage (Competitive Strategy, 1985) –
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Nations, like the people who inhabit them, are all different. Some, like the United States, are at the forefront of technology and development. Others exist as third world nations, where even the most basic necessities are hard to come by. And then there are those which are in the middle, such as India. In the past 20 years, India has grown in the eyes of the global community from a rural, developing nation to a burgeoning global marketing hub. While India had much guidance from the United States and other global powers, the country has still chosen to follow its own path of business and marketing development. This paper is designed to evaluate India's current marketing environment in comparison with the marketing environment here in the US, citing both nation's similarities and differences.
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Competitive strategy is the approach that an organisation takes in order to gain advantage over its competitors. According to Porter, there are two major sources of competitive advantages: costs and differentiation. Cost-based competitive advantage involves reducing production costs so that an organisation can earn higher profit margin or offer products at lower price compared to competitors. Differentiation-based competitive advantage involves offering unique properties that are not offered by competitors’ products. Differentiation allows an organisation to charge a premium for their products because they offer additional benefits to buyers.
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