MKTG 1064: Critically Assess The Concept Of ‘Glocalization’ : Global Marketing Assignment, RMIT University,, Singapore

MKTG 1064: Global Marketing Assignment For The Royal Melbourne Institute of Technology (RMIT) Students

Question1: Critically Assess The Concept Of ‘Glocalization’?

Question2: Discuss How It Relates To The ‘Standardization-Adaptation Debate’ That Prevails In Marketing Literature?

Question3: Based On Your Literature Review, Analyse, Compare And Discuss The Extent To Which Two Companies Of Your Choice Use A ‘Glocal Strategy’ (I.E. Standardize And Adapt Their Marketing Mix) In Their Global Marketing Programmes.

Part 1: Critical Review of Relevant Literature

• Aspects that you might want to consider.
• Defining ‘Glocalization.
• Contextualizing this concept in relation to Globalization.
• Discussing how this concept relates to ‘Global’ and ‘Local’ Business/Marketing Strategies.
• Reflecting how these concepts relate to ‘standardization-adaptation debate’ (regarding the marketing mix) that prevails in Marketing literature.
• Critically discuss the advantages and drawbacks of these different strategic approaches in Global Marketing.

Part 2: Apply the Knowledge you Gained in the Literature Review by Analysing 2 Global Companies and how They use a “Glocal” Marketing Programme (Marketing Mix).

• Choose two global companies (recommended: from the same industry).
• Analyse the extent to which these two companies apply a ‘glocal strategy’ (i.e. standardize and adapt their marketing mix) to their marketing programme and illustrate this analysis by using the ‘dot plot table’ (see the slide on dot plot tables).
• Compare and discuss how the two companies’ global marketing programmes differ/not differ. Which company is more local/global compared to the other?
• Critically reflect on the two companies’ global marketing approaches by drawing on your literature review.