Research Proposal

1193 Words Sep 4th, 2009 5 Pages
Research Proposal

1. Proposed working title

Global Marketing versus Domestic Marketing- a critical Evaluation.

2. Research Background/ Context

This research is focused to understand how a Global company is able to adapt to different marketing situation that is existing in different countries. A company can said to be Global if it can sell its products at a reasonable price with a dependable quality in every nation it serves. The concept of Global Marketing is viewing the entire set of countries markets as one unit and then developing a marketing plan through cost standardisation.

When developing a plan the researchers have to understand both controllable and uncontrollable elements of business (Kotler, 2006) that is existing in
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Porter suggested that the intensity of competition is determined by the relative strengths of these forces.
Porter analysis helps to understand rivalry between existing sellers in the market, the power exerted by the customers in the market, the impact of the suppliers on the sellers, the potential threat of new sellers entering the market, and the threat of substitute products becoming available in the market. Thurlby (1998) says that understanding of the five forces helps the organization to develop appropriate strategies to be successful in the market.
Also various theorists like Hofstede (1980), Charles Handy (2006) is also used as they help to understand the influence of culture and its impact in the performance of the organization.

7. Methodology

To conduct this research I have used research Exploratory Method to analyse primarily through Secondary data collection methods that is through Books, Internet and Journals. This method is used as there are thousands of books, journals and articles are polished about global and domestic marketing .This gives a clear view about the topic and helps us to reach a hypothesis. Authors like Boyd.W, Westfall.R,& Stasch.F (2004), Bush and Burns (2006) support this argument.

Advantages of Exploratory Research

• Most quickest and economical way of conducting a

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