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Global marketing - Essay Example

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Global Marketing: Ascari Cars Ltd. Introduction Global marketing or international marketing is growing day by day because of globalization, liberalization and privatization polices implemented by different countries. Globalization means the integration of global economies through the reduction of barriers to the movement of trade, capital, technology, and people…
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Download file to see previous pages Foreign direct investment is simply direct investments across national boundaries” (Dicken, 2007, p.36). Earlier, countries were bit reluctant in welcoming foreign direct investment because of the concerns about the negative impacts upon domestic firms caused by the intrusion of foreign firms. However, world has realised that these concerns are nothing in front of the huge benefits and advantages brought by foreign direct investment. It should be noted that communist China is the number one exploiter of globalization and foreign direct investments at presents. In other words, China has no hesitation in allowing foreign companies to function in its soil now. In short, global marketing has gained lot of relevance and importance in the heavily globalized world at present. Even though globalization is believed to be the brain child of capitalist countries such as America and UK, it is fact that these countries failed to exploit the opportunities of it properly. For example, recent recession affected UK immensely. At the same time Asian countries such as India, China, Japan and Korea escaped from the negative effect if recession. This is because of the fact that these countries exploited globalization to their advantages. It should be noted that Indian automobile manufacturer TATA has recently acquired prestigious British automobile manufacturers such as Jaguar and Land Rover. Even then, many prominent British companies are currently working in overseas countries. For example, British telecommunication giant, Vodafone is one of the major telecommunications company in India now. In short British companies have lot of opportunities in overseas market. Established in 1995 in Dorset, England by Dutch millionaire Klaas Zwart, Ascari Cars is one of the major automobile manufacturers in Britain now. Even though Ascari is more interested in the making of sports cars, it is making luxurious passenger cars also. Even though many of the British cars manufacturers have already established business units in India, Ascari failed to do so until now. This paper analyses the opportunities of Ascari Cars in Indian market. Reason for choosing Ascari cars  “Ascari cars” is one of the most rapidly growing British companies now. Even though it was established only in 1995, it has already succeeded in informing its presence in the market. “Ascari cars is a medium sized organization. Many people have the illusion that only prominent or huge organizations might be able to establish business units in overseas countries as part of their global marketing strategies. However, it is already proved that the size of the company is irrelevant as far as the success and failures of global marketing are concerned. “In 2006 the Ascari KZ1-R was built to compete in GT championships around the world with ultimately scooping the British GT Championship in 2009”(Ascari race resort, n.d.). Until recent times, car racing was not a popular sport in India. However, recent statistics shows that the interests of Indian people in formula one competitions or car racing is slowly increasing. In others words, Indians started to love sports cars in recent times. So, the opportunities for Ascari in Indian market are tremendous. Even though call for energy efficient or ...Download file to see next pagesRead More
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