Global Marketing and Communication

?Going global, acting local – communicating global brands to global markets?.

Your Managing Director has been invited to make a presentation to a group of domestic consumer marketers. The conference, ?Going global, acting local – communicating global brands to global markets? aims to encourage home businesses to take their brands overseas.

The audience will be made up of marketing consultants, company marketing personnel and researchers. She has asked you to carry out some research for her and present her with a report on this topic area, from which she will put together her presentation. This should be clear and concise and identify the main points that she should make.

You will need to help her by looking at academic research and use your seminar global brand examples to address the following issues:

? Discuss global, local and glocal strategies towards one of the following areas:

o Product
o Price
o Distribution
o Promotion and Branding

Use marketing theory when discussing globalization, localization and glocalisation within the context of international marketing. Use range of examples, including those from your seminar brands to enhance your discussion and academic sources to discuss marketing terminology.

? Identify one macro environmental issue/problem one of the seminar brands is likely to face in the future, which could affect aspects of its marketing strategy and, using supporting evidence, suggest how it might address this issue.



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