Global Marketing - 2537 Words

Critically analyse and evaluate the global macro environmental variables that are likely to have the most significant impact on your company. Introduction Fairmont Hotels and Resorts (Fairmont) is operating and competing in the hospitality industry, which has been affected vastly by the impact of global financial crisis, terrorist attacks, globalisation of the hospitality and tourism industry, the uncertainty surrounding the sovereign dept of some countries in EU, development of emerging markets, the rapid dissemination of global lifestyles and other economic and political uncertainties in the past few years. Fairmont is also affected by technological innovation as well as other broad macro environmental trends. This essay will†¦show more content†¦Thus they face more complex and changing environments where they operate and compete than other industries. In order to survive and prosper, the essential is to take account of, and adapt to, fast changing environmental conditions. To see and take advantage of marketing opportunities while at the same time anticipating any threats to their business. By indentifying environmental trends soon enough, management should be able, at least in part, to anticipate where such trends are leading and what future conditions are likely to result from such changes. (Lancaster et al. 2002, Palmer 2008). Explain how changes in the socio-cultural environment affect marketing decisions The UK population will rebalance by 2015 – families will be the most prevalent group, and the retired will have increased in number fastest. One-person households are set to increase fastest into 2015, following the trend witnessed into 2010. Emerging markets where social exposure and status are important along with the rising income and relatively wealthy middle class. Mainly affect young people who have an above average need for social acceptance, and international travellers, who are exposed to multicultural values. Fairmont target market age group younger than used to be .... Embracing social media is a key wayShow MoreRelatedGlobal Marketing5709 Words   |  23 Pagesï » ¿ Global Marketing Plan Yve Franks MKT/562 Executive Summary Gambit Sports Outreach Program is designed to reach the children and the residents of Haiti. Gambits purpose is to develop a nonprofit sports soccer facility that focuses on educating the whole person through education, nutrition and sports. Children are in important part of our future and Gambit wants to be able to help Haiti andRead MoreGlobal Marketing4353 Words   |  18 PagesModule Handbook International Marketing Table of Contents 1. General 1 2. Overview of Module and Module Descriptor 1 3. Assessment Criteria and Marking Guidelines 3 3.1 Assessment Timetable 4 4. Schedule of Work / Topics 5 5. Communication 6 6. Support for Your Learning 7 6.1 Specific Support Materials for Module 8 7. Developing Good Academic Practice 10 8. Student Charter 12 9. Complaints and Appeals 12 10. Module Feedback from Previous Students 13 General General guidance andRead MoreGlobal Marketing Of Starbucks : Marketing1571 Words   |  7 PagesGlobal Marketing of Starbucks The Starbucks brand was founded in 1971 in Seattle, when an English teacher Jerry Baldwin, a History teacher Zev Siegl, and a writer Gordon Bowker decided to open their own coffee shop. Now, Starbucks is the most successful coffee company in the world that serves coffee in 65 countries in more than 23000 stores. Among professional young adults, Starbucks is the brand of coffee shop that makes coffee-drinking experience unique because of its high-quality service. In theRead MoreGlobal Marketing Management1172 Words   |  5 PagesGlobal marketing management first involves the same elements as any type of marketing management and then must take into account the different requirements of the global marketplace, the different opportunities, and the pitfalls that must be avoided in this developing arena. Deciding what works and what does not and seeing to it that the company follows what works is the job of the marketing manager. While the purpose of marketing is the same in the global marketplace as in the domestic marketRead MoreGlobal Strategy : Global Marketing927 Words   |  4 PagesGlobal strategy: Global strategy is considered as a detailed plan on how an organization or a firm can be successful marketing its products or services at global level to enhance business growth, and increase profit margin (Lynch, 2014). 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Japanese companies such as Sony and Matsushita have been quite successful in marketing standardized versions of their consumer electronics products. These companies had limited resources during their early days of globalization and identified features which were universally popular among customers across the world. Global economies of scale helped them to price their products competitively. At the same time, these companies laid great emphasis onRead MoreGlobal Marketing And For A Company Essay1999 Words   |  8 PagesAbstract To understand global marketing and for a company to be success on an international level it is important to look into various aspects of marketing. A company must do extensive research into the foreign country they are looking into entering to determine if their company and/or product(s) will be successful. A business must go through their current marketing mix and decide if it should make adjustments to their product, the price, the distribution method, and the promotional strategy toRead MoreMarketing in the Global Economy1844 Words   |  8 PagesMarketing in the Global Economy Marlene Garay AIU Online Abstract In today’s world of constant change and technological advancements, it is imperative that marketers stay up to date and ready to tackle and challenges. Companies are battling neck to neck in order to make sure the products they offer are available and in the consumers mind. Not only do they have to be concerned about the local target audience. Now the reach is worldwide and the target audience can be a eclectic mix of racesRead MoreGlobal Marketing Strategies1846 Words   |  8 PagesTwo opposite viewpoints for developing global marketing strategy are commonly expounded. According to one school of thought, marketing is an inherently local problem. Due to cultural and other differences among countries, marketing programs should be tailor-made for each country. The opposing view treats marketing as know-how that can be transferred from country to country. It has been argued that the worldwide marketplace has become so homogenized that multinational corporations can market st andardized