In Today’S Highly Globalized World, Companies Are Facing

International marketing or business is uniquely different from the local market because the product price, place and promotion is vastly different from what is been offered to local customers (Johansson, 2000) With the emergence of the information technology, cross border marketing has never been a distant dream. However, it has never been easier even for giant multinational companies to face challenges that come in international business. The biggest challenge comes from the culture which varies from country to country.

In this report I am going to define the meaning of Globalisation and assess the impact of globalisation on the way the business operate.

Doing business in such different countries ask you to be flexible and need to be able to adapt quickly to the local demand and cultural differences. Your strategy has to be adapted to the ethical standards, cultural norms, but also the way the business is going locally. In others world, the company has to localize its distribution and marketing strategy to the requirements of the local market.

Hill, C. (2011). International business, competing in the global marketplace. (8 ed.). New York, NY: McGraw-Hill Irwin.

Moreover, Yip, Loewe, & Yoshino (1988) caution that before managers embark on globalizing all or part of their business they first need to determine if the business can or should be globalized. Factors within the companies industry such as economic, environmental, competitive, and market forces must be analyzed. For example, market forces determine if customers will be receptive to a company’s product; economic forces determine the profitability of the product; managers must be aware of the implications associated with environmental requirements such as taxes,

In the business industry, if businesses want to export their goods and services to other countries, they must become familiar with and adopt international and global strategies. Consequently, there are three types of international and global business strategies. The first type is international, which entails conducting a significant amount of activities outside the home country, yet its focus remains on the home market (Fung, 2014). The second type is multinational, which consists of operating in multiple countries, yet the headquarters is in its home country, not to mention that the competitive advantage will vary by country (Fung, 2014). The third and final type is global, which is when the organization treats the whole world as one market and one source of supply, not to mention, that its competitive advantage is contingent of common brands, standardized products, and global scale production (Fung,

The number of companies operating internationally is growing at a rapid rate. This has forced companies to gain an understanding of international business and the cultural differences they need to know when they are dealing with the country.

One of the biggest firms associated with globalization is the World Trade Organization. The World Trade Organization is the only international body that deals with the rules of trading between nations. It has evolved over the past half century into an entity that contract with the trade of services, intellectual property as well as its original intent of the trade of goods. The WTO controls most trade in the world today through over 100 countries, and even more on the way. The World Trade Organization is beneficial economically and we should support its principles.

WTO: World Trade Organisations regulates between nations the global rules. The main aim of WTO is to facilitates the flow of trade and ensure free and smooth trade between states. It facilitates the companies like Armani to conduct smooth business operation across countries.

This paper analyzes how the world Trade Organization serves to protect, reduce and eliminate any international conflicts surrounding trade exportations and/or importations. The first variable to be analyzed in this paper is how the World trade organization came into existence. This background reference will help describe why there was a need for the creation of this organization. The next variable to be analyzed in this paper is the purpose and function of the World Trade Organization (WTO). Also, this paper analyzes the power of the world trade organizations and how those powers are used. The final variable to be analyzed is the policies that are carried out within the structure of the World Trade Organization (WTO, enforcement of how those guidelines work within the World Trade Organization (WTO) are enforced amongst actors that are affected by the organizations and its protocols.

This confusion, change, and complexity are even greater within the international world-wide marketing environment. The debate over the amount or extent of standardisation or adaptation is of long duration. Vrontis and Vignali (1999) comment that the debate on this came under discussion as early as 1961, with Elinder (1961) considering the idea with regard to world wide advertising. The early sixties first coined the term ‘global village’ that was further discussed by Roostal (1963) and Fatt (1964). Buzzell (1968) widened the debate by stating that it would encompass not just advertising, but the whole of the marketing mix. Buzzel (1968) argues that in the past, dissimilarities among nations have led a multinational company to view and design its marketing planning in each country strictly as a local problem. However, the situation has changed, and the experiences of a growing number of multinational companies suggest that there are 7

The world offers significant business opportunities for every company, however, opportunities are accompanied by significant challenges for managers. Managing global operations across diverse cultures and markets represents a big challenge and opportunity for companies. To compete in the global market and be successful, companies must learn the strategies, policies, norms and technology necessary to conduct international business. The opportunities for global expansion are numerous, and attaining success is a matter of developing the right strategy to win local markets and its consumers.

Since the company’s commencement in 1969, the multinational cooperation has always aimed to be a market leader. To achieve this, they have not stuck to one particular field to enhance their business, but into virtually all sectors of business so as to maximise on market opportunities and bring out top class results. With the widespread phenomenon of globalization, the company has been at par with all other leading Australian as well as international Multi National Cooperation’s in a significant and successful manner. They have rapidly invested and purchased assets in various companies from around the globe. “MACQUARIE Group has won the race to buy a $1.5 billion portfolio of mortgages from

Companies can decide to go global or to enter international markets for various reasons, and these different objectives at the time of entry that enable the business to produce different strategies and the performance goals, and even forms of market participation.

As trade increases hyper-competition grows forcing organizations to go global. By a company going global it requires them to rethink strategy and reform (Ananthram and Pearson, 2008). Global organizational structure is the way a company aims to merge local preferences with global strategy. The definition of global strategy is “strategic choices that have the characteristics of being globally uniform or integrated,” (Yip et al., 1997) such as standardization of products, uniform marketing, and competitive moves, but all globally (Townsend et al., 2004; Zou and Cavusgil, 2002; Bayraktar and Ndubisi, 2014). Global strategic strategy is a way to adjust to globalization. Globalization is “the economic and social process by which economies and communities grow inextricably interdependent “(Jhirad et al., 2009). The recent financial crisis (Das, 2010), large amount of poverty, and climate change are all problems that show how the world is globally connected because all countries impact each other (Jhirad et al., 2009).