Business HSC 2017 practice essay PDF

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Practice essay response to Business HSC 2017 Exam...

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Analyse the effect of globalisation on marketing (question 27, HSC 2017) Gl oba l i s a t i onr e f e r st ot heg r o wi n gi nt e gr a t i o nb e t we e nna t i onswhe r et h er e mo v a lo ft r a deba r r i e r sh a s s pa r k e dagr o wt hi nc r os s c ont i ne n t a lb us i n e s sr e l a t i ons h i ps . Asg l oba l i s a t i oni sav a s tpo we r , c ha r a c t e r i z e db ya d v a nc e si nt e c hnol o gya ndr e s our c e s ,i ti ss e e nt opr o vi d ebus i ne s s ’wi t has our c eo f oppor t u ni t i e sa ndt h r e a t s .Wi t hma r k e t i n gb e i n gaf unc t i onwhe r ec ons u me r sa r et hec e nt r a lc onc e r n ,i t i sh e a vi l ya ffe c t e db yg l oba l i s a t i o nduet ot hec ul t ur a ldi ffe r e nc e st h a tc omei nt opl a y .QANTASa nd Coc aCol aa r eb ot hc omp a ni e s , whi c h,b yope r a t i n gonag l oba ls c a l e ,h a v eb e e ns i g ni fic a nt l yi mpa c t e d t hr ou ght h en e e df o rg l o ba lb r a ndi n g ,i nc r e a s e dc ompe t i t or sa nde t hi c a li n flue nc e s .Ul t i ma t e l ybot h bus i ne s sha v ede mons t r a t e dv a r yi n gl e v e l so fr e s pons et og l ob a l i s a t i on ,s h o wi n gt h ep oi nt swhe r e g l o ba l i s a t i onpr o vi de so ppor t u ni t i e sf orgr o wt ha swe l la st hr e a t st ot hes uc c e s soft hebu s i n e s s . Asg l oba l i s a t i oni n v o l v e sma r ke t i n ga c r os sna t i onbor de r s ,i tha sh e a vi l yi mpa c t e dt h ema r ke t i n g s t r a t e gi e sofbu s i ne s s ’ ,f or c i n gt h e mt oi n t e gr a t eg l oba lbr a nd i n gt oo pe r a t ee ffe c t i v e l y . Gl oba lb r a ndi n g r e f e r st ot h eu s eo fawor l d wi des l o g a norl o g ot oi mpr o v eb r a ndi d e nt i fic a t i on. Suc has t r a t e gyi sa c r uc i a lr e s pons ed e ma nde db yt h ei n flue nc eofgl oba l i s a t i ona si twor k si r r e s pe c t i v eofl a n gua g e ba r r i e r s , e q ua t i n gt og l o ba lr e c o g ni t i on.Ass uc h,g l oba l i s a t i oni ss e e nt or e s u l ti np os i t i v e oppor t uni t i e sf ort hebus i ne s sa st heu s eo fau ni f o r ml o g oi sc os te ffe c t i v ef o rt h eb us i n e s sa so ne a d v e r t i s e me n tc a nbeus e da c r os smu l t i pl el oc a t i ons . . QANTASi sac ompa n yt ha th a sb e e n s i g ni fic a nt l ya ffe c t e db yg l oba l i s a t i on,c hoos i ngt oi mpl e me ntgl ob a lbr a n di ngs t r a t e gi e st oc omba t t hi s .Byd oi ngt hi st h ec ompa n ywa sf or c e dt od e s i g nab r a ndl o got ha tc o ul dbee a s i l yr e c o g ni z e da s we l la sr e t a i nc u l t u r a ll i n ksba c kt ot h ebu s i n e s s ’ho meb a s e .Thi swa sa c hi e v e db yi nt r o duc i n gt h e fly i n gk a n ga r oos ymbolu ni v e r s a l l ya c r os sa l li t sa i r pl a ne s .Bydoi n gt hi si ta l l o we dt hec ompa n yt o i nc r e a s ei n t e r na t i ona lr e v e nue sa ndi nt e r na t i ona lgr o wt ha ss e e ni nt h ef a c tt ha tt h ec omp a n yn o wfli e s t o4 0c ount r i e s .No ton l yt hi sbutt h eu s eo fg l oba lbr a ndi n gs a wt h ec omp a n yb e n e fitf r omgl oba l r e c ogni t i ont ha tde not e dt heb us i ne s s ’s a f e t ya ndr e l i a bi l i t y .Ass uc hi tc a nbes e e nt ha tgl oba l i s a t i on pl a y e da ni mme ns er o l ei nt h ebu s i n e s sa c t i v i t i e sb ymol d i n gt h ec ho i c eo fma r k e t i n g ,c ons e qu e nt l y ha vi n gs i g ni fic a ntb e ne fit sf o rt heb us i ne s sonag l oba ls c a l e . Th e r e f or e ,QANTASi sake yi n di c a t o ro f t hei mme ns ei mpa c tgl oba l i s a t i onh a so nt hec ho i c eo fma r ke t i n gs t r a t e gy ,wh e r et h eu s eo fgl ob a l br a ndi n gi nc r e a s e st hes u c c e s sa ndpo s i t i o ni n goft h ebu s i ne s s . Bus i n e s s ’ma ya l s ob ei mpa c t e db yg l ob a l i s a t i onduet ot hei nc r e a s ei nc omp e t i t or st ha tr e s ul t sf r om ope r a t i ngonag l ob a ls c a l e .Mu l t i na t i ona lb us i n e s s ’a r es pe c i fic a l l ys u s c e pt i bl et ot h i si mpa c ta st he i r ope r a t i onss pa na c r os snume r ousc ount r i e ss e e i n gn ume r ousl o c a lc ompe t i t or sb ywh i c ht h ebr a ndha s t op os i t i o ni t s e l fa g a i na g a i ns t .Ass uc h ,ma n yc ompa ni e sa r ef o r c e dt or e fin et he i rma r k e t i n gs t r a t e gi e s s oa st op os i t i o nt h ec omp a n yb e t t e ra mon g s tc ompe t i t or sa ndd i ffe r e nt i a t ei t sp r oduc t s .Thi si s c ommonl ya c h i e v e db yi mpl e me nt i n gma r k e ts e gme nt a t i ona ndpr o duc t i ondi ffe r e nt i a t i ons t r a t e gi e s , ul t i ma t e l ya l l o wi n gt hec ompa n yt os a f e g ua r di t spr od uc t sa g a i ns tt hei n flue n c eo fgl oba l i s a t i o nb y be t t e rme e t i n gt h ene e dsofi t st a r g e tma r ke t .Ast h ebe v e r a g ei n dus t r yi sa ne v e rgr o wi n gi ndus t r y , Coc aCol ah a sf o undi t s e l fd i r e c t l yi mpa c t e db yt hei n c r e a s ei nc ompe t i t o r sr e s u l t i n gf r o m g l o ba l i s a t i on.Ope r a t i n ga c r os so v e r2 00c ount r i e s ,Coc a Col adomi na t e st hebe v e r a g ei ndus t r y ho we v e ri t sope r a t i onsi nUS Aa ndI n di ap a r t i c ul a r l ya r ehe a v i l yi mp a c t e db yc o mpa n i e ss uc ha sDr Pe ppe ra ndLi pt onwhe r et h eu n i quet a s t e sp r o vi de she a vyc omp e t i t i onf o rt h ebus i n e s s ’ . Ass uc ht he c ompa n ya ppl i e dp r oduc td i ffe r e nt i a t i ona ndma r k e ts e gme nt a t i o ns t r a t e gi e st oo v e r c omet hi s , e xpa ndi n gi t sp r oduc tr a n g et oi n c l ud ebr a ndss uc ha sZI CO.Thec omp a n yt a r g e t st h eg r o wi n g de ma ndf orhe a l t hi e rp r oduc t si nUSAa ndAu s t r a l i ab yp r omo t i n gor g a ni cj ui c e st ot hehe a l t h c ons c i ou sa g ed e mogr a ph i c .Thi sp r o vi de das our c eo fo ppor t uni t i e sf ort heb us i n e s sb ya c hi e v i nga 48. 6% ma r k e ts h a r ei nUSA,t husa l l o wi n gi tt ome e ti t sma r ke t i n go b j e c t i v e sHe nc ei tc a nbes e e nt ha t g l o ba l i s a t i onc a na ffe c tt hema r k e t i n go fb us i n e s sduet ot h ei n c r e a s ei nc omp e t i t o r s ,f or c i n g c ompa ni e st oa ppl yd i ffe r e nts t r a t e gi e st ot a k ea d v a nt a g eo ft h i s .

Ho we v e rd e s pi t et heo ppo r t uni t i e st ha tma yb eb r ou ghtb yt hegr o wi n gi n flue nc eo fg l oba l i s a t i on,t he e t hi c a ls t a nda r d so fc ount r i e si ss e e nt op os eat hr e a tt ot h es uc c e s so fbus i n e s s ’ma r k e t i n g .As g l o ba l i s a t i ons e e sbus i ne s s ’e xp a ndi ngt he i rma r k e t i n ge ffor t st od i ffe r e n tc ount r i e s ,t hee xt e r na l i nflu e nc eo fe t hi c a lbe ha v i org a i nsi mme n s epo we rt od ot hev a r y i n gmor a la nde t hi c a ls t a nda r dso f e a c hc ount r y .He r et hei mpa c tofgl oba l i s a t i oni ss e e nt ob es ub s t a nt i a la st hene e dt oc ompl ywi t h e t hi c a ls t a nda r d si sof t e ndi ffic u l twi t haf a i l ur et od os oo f t e nr e s u l t i n gi npubl i cc r i t i c i s msa n dl a c ko f a p pe a lt ot het a r g e tma r k e t .Thec o mpa n yo fCo c aCol ai sake yi nd i c a t oro fg l ob a l i z a t i o ns ’i mpa c t whe r ei t sa dv e r t i s i n gma t e r i a lwa suns uc c e s s f uli nme e t i n gt h en e e dt obee t hi c a l l ya wa r e . Byr e l e a s i ng a na d v e r twhe r ef a i rs ki nne di ndi v i du a l sh a nde dd r i nkst ot hel oc a l so fOa x a c a ,t heb us i n e s swa sf ound t ob er e pr oduc i n gs t e r e o t ype so f“ i ndi g e nouspe opl ea s …r a c i a l l ys ubor di na t e ” . Th i si de nt i fie st h e poi n twh e r eg l oba l i s a t i onpos e sat h r e a tf orb us i n e s s ’a st hev a r yi n gn a t u r eo fe t hi c a ls t a nda r dsf or c e s bus i ne s st ot a kei nc r e a s e ds t e pst or e s e a r c ha ndmoni t o rt hec ul t ur eo fi t st a r g e tma r k e t .I na ne ffor tt o a c h i e v et hi s , t h eb us i n e s sh a su s e dg e ogr a phi cma r k e ts e g me nt a t i oni no r de rt od i v e r s i f yi t spr o mot i o n mi xt os ui te a c hr e gi on.Ho we v e rde s pi t ei mpl e me n t i n gs u c hs t r a t e gi e s ,t hea dv e r th a das i gni fic a nt i mpa c tont h ec ompa n y ’ sope r a t i onsi nSou t hAme r i c aa st hebr a ndi ma g ewa sa ffe c t e dd uet opubl i c c r i t i c i s msa n di t sf a i l u r et or e fle c te t hi c a ls t a nda r dsofs o c i e t y .He nc ei ti se vi de ntt ha tg l ob a l i s a t i on ha si mme ns ei mpa c t sf orbus i n e s sduec ul t ur a ldi ffe r e nc e s , a saf a i l ur et oa l i gnwi t ht h ee t hi c a l s t a nda r dso fe a c hs oc i e t ye x pos e st hebus i ne s st onume r oust hr e a t s . The r e f or ei ti se vi de ntt ha tgl oba l i s a t i oni sa ne xt e r na li nflue nc et ha tc a ns i gni fic a nt l yi mpa c tb us i n e s s ’ , t hou ghwhe nr e s pon de dt oe ffe c t i v e l yc a nbeu s e da sa na d v a nt a g ef orbus i n e s s ’ . QANTASa ndCoc a Col aa r eb us i n e s s ’whi c hha v ede mons t r a t e dt h epo t e nt i a lf org l oba l i s a t i ont oi nc r e a s es u c c e s st hr o u gh g l o ba lb r a ndi n ga n de ffe c t i v ema r ke t i n gs t r a t e gi e st od e a lwi t hi n c r e a s e dc o mp e t i t o r s .Ho we v e ri th a s be e nde mons t r a t e dt ha tv a r yi n ge t hi c a ls t a nda r dsofc oun t r i e si sa ni s s u eb ywhi c hbus i n e s s ’ma ybe t hr e a t e ne db y .Ul t i ma t e l y ,i ti sc r uc i a lt ha tb us i n e s s ’a r ea bl et oa c t i v e l yr e s p ondt ogl oba l i s a t i o n , i mpl e me nt i n gma r k e t i n gs t r a t e gi e st ot a kea d v a nt a g eofo pp or t uni t i e sc r e a t e d....