A Case Study on Global Marketing Concept
Contents
Soft Skills Needed for Success in International Environment. 1
Importance of Marketing in the Global Sales Strategy. 2
Importance of Legal, Political and Socioeconomic Conditions to ASC.. 2
Introduction
Focal to a business’s success, particularly if the business aims for the global market, would be the global marketing strategy, a strategy that adds to the basic marketing strategy, a business’s feasibility amid threats and opportunities in the global market (Keegan & Green, 2015). To better understand these factors, this summary will discuss them with reference to Allied Sanitation Company (ASC), a company eyeing the global market.
Advice to the Management
Due to the issue of differences in culture and ethnicities, and the potential lack of shared norms in the new venture, the managers may need to do wider research on the global market, particularly on different norms in different nations (Wilson & Doz, 2012, Keegan & Green, 2015). Secondly, a global marketing strategy is necessary considering the current state of global affairs. The managers will need to identify the global market factors affecting sanitation products (Keegan & Green, 2015). In this strategy, it would also be advisable that the management considers the specific regions or countries they target, details that need to be clearly listed in their strategy.
Soft Skills Needed for Success in International Environment
To penetrate some cultures and nations, cross-cultural communication will be necessary among the managers for enhanced penetration to the target areas (Keegan & Green, 2015). An open mind is also important since different cultures will be involved (Keegan & Green, 2015). Considering the company just started global production, patience may also be required among the managers on their employees and the progress made by the company (Lipman, 2019). However, strong networking skills are vital in such a venture (Wilson & Doz, 2012). The managers need be good at making and maintaining connections.
Importance of Marketing in the Global Sales Strategy
Survival is one major reason for marketing, and in this case, survival in the global market (Keegan and Green, 2015). Without a proper marketing strategy, a company is likely to miss out on current market developments, and subsequently lose its competitiveness to competitors (Keegan and Green, 2015). Besides, a marketing strategy helps in identifying prices, the location and the best promotion strategies for a product.
Importance of Legal, Political and Socioeconomic Conditions to ASC
As earlier discussed, different countries and communities have different conditions for new business ventures, as such, ASC may need to identify these factors in nearly all of its targeted locations. Also, the socioeconomically bit is important in setting a standard price for the product, for each unique region (Keegan and Green 2015).
Conclusion
Global marketing is important any time a business wishes to go global. The management of a business such as Alliance Sanitation Company need to be aware of the global environment with regards to sanitation products. A marketing strategy coupled with other soft skills such as communication and networking will be vital, while taking into considerations the legal, political and socioeconomic conditions prevailing in the target areas.
References
Keegan, W. J., & Green, M. C. (2015). Global Marketing (8th ed.). Pearson.
Lipman, V. (2019, February 5). Management tip: Soft skills can be hard to find. Forbes. https://www.forbes.com/sites/victorlipman/2019/02/05/management-tip-soft-skills-can-be-hard-to-find/#6a4e7b9a5f68
Wilson, K., & Doz, Y. Y. (2012, October 1). 10 rules for managing global innovation. Harvard Business Review. https://hbr.org/2012/10/10-rules-for-managing-global-innovation