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Notes Ch 21 Globalisation & int.marketing.notebookA2 Chapter 21 Globalisation & international marketing planning
See case study CocaCola page 318
Globalisation the trend toward one world market in terms of
products and capital (human & financial).
Key features:
1. Fewer international trade barriers (quotas, tariffs) through the
work of the WTO and regional free trade blocs such as the EU,
NAFTA, ASEAN.
2. Greater freedom of labour movement. (Note that some areas
benefit due to migration of younger workers, whilst others 'lose').
3. Greater freedom of international capital investment.
Globalisation is increasing more rapidly now than in the past. It has
lead to growth of multinational businesses, and impacts on business
strategy, presenting both opportunities and constraints.
Review key definitions page 319
, Notes Ch 21 Globalisation & int.marketing.notebook
Benefits and limitations posed by globalisation
Benefits Limitations
• Increased competition may force closure of
• New markets; EoS; risk spreading; some businesses.
profitability. • Previous leaders in innovation and efficiency
• Competition gives incentive to innovate and may lose this competitive edge.
to be more competitive . • Global or pan strategies may fail due to
• Global or panregional brand identity cultural specifics. Global localisation (think
reduces costs of different approaches for global, act local is often best). (more later).
different markets. (more later). • Logistical problems i.t.o transport,
• Improved knowledge of markets by communication and the extent of delegation
operating in them; better access to markets. required.
• Can take advantage of lower costs in • Risk of foreign takeovers.
different aspects in different countries. • Poor perception of MNC's i.t.o exploitation;
• Greater ease of mergers or takeovers as pressure group activity.
restrictions on foreign investment reduces. • Reduces govt control over business activities
may just relocate negative aspects elsewhere.
For details see Table 21.1 page 320
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