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Transcript of Globalisation
+ More employment opportunities
+ Knowledge transfer
- Local businesses suffer
- 'Race to the bottom' By Lewis Cox, Daisy Fleckney, Jack Reid and Harpreet Sangha More and more organisations, corporate or small are become more diverse internationally when marketing; primarily because the cost and complexity of operating overseas is reduced by globalisation.
Organisations such as Ikea, McDonalds and CocaCola are internationally renown for 'altering' their marketing stratergies to suit the needs of cultures and societies within the country they are operating in. Trading Blocs Common Markets
Free Trade Areas
EU- European Union
NAFTA- North American Free Trade Agreement
ASEAN- Association of South East Asian Nations Pros and Cons of Trading Blocs PROS
Global trading partner
Large customer base
Reduction of trade barriers
Economies of scale
Job protection CONS
Vulnerable to one country's failings
Laws and Regulations
Retaliation Retaliation *Occurs when two countries trade with each other.
*Country A produces cars at £5,000.
*Country B produces at £3,500 so job losses in A.
*A places a £3,00 TARIFF on B's cars so they are now sold at £6,500.
*B then RETALIATES and places a tariff on A's shirts so they become expensive.
Both countries lose out and so return to normal selling conditions. Pros and Cons Pro's
Wider customer base
Utilisation of resources Types of marketing Ethnocentric- each region is targeted differently.
Polycentric- each country is targeted individually.
Geocentric- there are no individual marketing campaigns. Con's
Targeting may be dificult
Research intensive (wants and needs)
Government policies The Internet *Allows global communication.
*Quick and simple access.
*Low costs involved.
Transportation *Allowed migration of people and products.
*Evolution of flight for business and pleasure.
*Economies of scale. Glocalisation
An example of a company that successfully glocalises is McDonalds. West Vs East
Exploitation of the host country.
Enabled by flexible movement of MNCs.
Barbie Culture Clash
Native cultures get subdued.
Competition between local businesses and MNCs
Tesco in India