Global Marketing Strategy - Essay Example

Global Marketing Strategy: A Study of the Global Culture Introduction: This is a research proposal for a PhD course. The main area of research is Global Marketing Strategy. The major focus will be on the global culture and the growth of Global Marketing Strategy across the world. Background of the Research: Global Marketing strategy is a new concept that is now growing to become a very important aspect for every business. As it is well known, global marketing strategy involves marketing of products in a large scale all over the world. It is my dream to be a part of the global culture and contribute immensely to the cohesion of different cultures. This can only be achieved if everyone is willing to embrace change and contribute fully. This research will help me contribute my bit to the researches that are being carried out across the world to ensure better strategies being formed by companies to be able to reach out to the global customers and yet not loose the essence of their product and the culture followed within the company. Area of Interest: The main areas of interest will be to reach out to various experts and gain a better understanding of the global objectives. This will provide the readers with a better understanding of the needs to create strong global strategies. Notably, the only way that one can succeed is by taking advantage of the global operational differences, opportunities and similarities to come up with competitive means of marketing products to meet global objectives. The main aim of global marketing is therefore to be in control of the market through comprehensive skills only acquired through research and conclusive education. There have been a number of researches that have been conducted in this area of study. Studies have been focused on what global strategies are and how they work. However there have not been any studies on the major objectives that need to be kept in mind by the companies to set down the objectives of the global strategies. This research hence will deal with this area. The next section provides the reasons to choose the topic and also the researcher part in the area. Reasons for the Choice: This topic is one with great relevance in the current marketing field. The prevalence of global marketing strategy has been a constant increase over the years. This is now becoming a basic need for all the businesses across the world. Hence I have chosen this topic for the research as it will allow me to be able to cover areas that have not been reached out to and also ensure that ever possible view from the various experts in the field. The roles played by the insider researcher will to be to bring about cohesion to all the involved parties without neglecting any of them. Park and Ungerson (2001, p.38) suggest that most strategic alliances including joint ventures fail due to either inter-firm rivalry or managerial complexities. This will be my main initiative: to build strategic alliances. Research Hypothesis: The main questions that need to be looked at in this field are; ways in which global marketing can be simplified, how individual companies can adopt these strategies to come up with strong relationships amongst the companies, the need to align goals to counter failure while marketing and also to ensure that management relationships are catered for. To enhance cultural cooperation, the strategists can work on ways in which they can help those in the lower hierarchy to work together to realise a common goal. The other way in which they can build effective relationship is by providing basic training on intercultural communication to encourage everyone to consider their cultural prejudices to help them understand the others culture well (Xin & Pucik 2003, p.29). Limitations Feasibility is achievable only if the current status of the global market can be conceptualised by making sure that all the available economic, technical and schedule feasibility are achieved (Park and Ungerson 2001, p.53). With all the advancement in technology and skills, achievement of goals is very easy as the main intention is to take advantage of all opportunities identified during the definition of the scope and striving to satisfy the requirements of the system as analysed. The strengths include creating good relationships that make alignment of goals and strategies of their partners both from the onset and from an ongoing process. Completion of the study will involve the simplification of global marketing and greater cohesion among member partners (Pooley 2005, p.29). One of the weaknesses is the greater task of bringing warring markets into agreement. This is the only weakness that inhibits the construction of a strong market (Anderson 2005, 17). Methodology: There are two basic types of research, namely, qualitative and quantitative research. Hussey and Hussey (1997) consider these two methodologies to be at the two extremes of the research continuum. Qualitative research takes into account an in-depth view of behavior patterns of people. It aims at finding the reasons behind each aspect of behavior or trend that is displayed. It becomes an answer to the how and what for the decision making unlike quantitative method being results of questions related to the what, when and where aspects (Jobber, 2004). Qualitative or phenomenological methods tend to produce rich intensive data relating to small numbers of people and moreover, they tend to provide more contextual data – which adds value to other data – while acknowledges the fundamental complexity of certain social phenomena (Walker, 1985). Hence, qualitative research need not have a very large sample; however a focused sample is necessary which helps the classification of data into patterns so as to form the basis for interpretation of results and for report making and organizing the results (Saunders, et al, 2000; Housel & Nelson, 2005). Chosen Method: The chosen method for the research is a quantitative analysis. As mentioned a quantitative research will be one where interviews will be carried out. This can either be in terms of telephonic interviews, email interviews and also face to face interviews. With qualitative analysis, the above process will be carried out to ensure that all the prospective areas have been looked at to leave no stone unturned. Interviewing and analysing the relevant researches is the only way that one can be assured of having all the required information. 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