University | The Royal Melbourne Institute of Technology (RMIT) |
Subject | (MKTG 1064) Global Marketing |
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.
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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.
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