(TIỂU LUẬN) MID MODULE ASSIGNMENT module GLOBAL MARKETING code MKT3040 PORTFOLIO – 5 TASKS

Just as consumers and suppliers demand the same experience and surroundings every time they visit a brand, future workers and local market customers expect a more localised experience..

UNIVERSITY OF NORTHAMPTON

SCHOOL OF BUSINESS

-*** -FOREIGN TRADE UNIVERSITY

HO CHI MINH CITY CAMPUS

-*** -MID-MODULE ASSIGNMENT

Module: GLOBAL MARKETING

Code: MKT3040

PORTFOLIO – 5 TASKS

Ho Chi Minh City, December 2021

Student: HA THU UYEN

Student ID: 1945515717

Cohort: K57NO

Semester: I

Academic year: 2021-2022

Headteacher: Ho Thi Hai Thuy

Submission date: 23 November 2021

Student’s signature:

FOR EXAMINERS ONLY

Grade (in number):

………

Grade (in words):

………

Examiner 1

(Signature & Fullname)

………

Examiner 2

(Signature & Fullname)

………

UNIVERSITY OF NORTHAMPTON

SCHOOL OF BUSINESS

-*** -FOREIGN TRADE UNIVERSITY

HO CHI MINH CITY CAMPUS

-*** -END-MODULE ASSIGNMENT

Module: GLOBAL MARKETING

Code: MKT3040

PORTFOLIO – 5 TASKS

Student’s fullname: HÀ THU UYÊN

Student ID: 1945515727

Cohort: K57NO

Semester: I Academic year: 2021-2022

Lecturer: Assoc HO THI HAI THUY

“ MKT 3040 S1 ”

“TABLE OF CONTENTS

1.DECRIBE THE GLOBAL FRAMEWORK IN DETAILS………3

1.1 GLOBALIZATION’S DEFINITION ……….3

1.2 BENEFITS………3

1.3 UNIQLO……… 3

2.THINK GLOBALLY, ACT LOCALLY……… 3

2.1 DEFINITION……….3

3.EXAMPLES……….3

3.1 VINAMILK……….5

3.2 NETFLIX……… 6

4 RUSSIA 4.1 INTRODUCTION……… 6

4.2 Political dangers 4.2.1.Risks……….7

4.2.2 Risks associated with ownership ……….7

4.2.3 Operating possibilities……… 7

4.2.4 Transferr dangers……….7

4.3 Economic situation………9

4.4 The CAGE model……….10

5.Vinamilk Company 5.1 Motives……… 11

5.2 Triggers……….11

6.Compare waterfall method and shower technique……… 13

7.References……….”14

Porfolio 1:

According to Hollosen, Globalization and localisation are not mutually exclusive concepts in global marketing under the concept of 'glocalization Globilization is a term that refers to the process of contact and integration between individuals, businesses, and

governments on a global scale, which combines glocalization with globalization

Incorporation of global and localization This optimize the balance between

standardization and homogenization against adaptation and customization this pay attention to the variations in customers across markets while also maximizing the benefits of similarities

Interdependence between corporate headquarters and subsidiaries that is always changing assuring regional adaptability while reaping the advantages of global integration and efficiency (eg economies of scales) Securing worldwide dispersion of innovation

(product/service produced and disseminated internationally Global technology that is shared

by everyone) Product performance that is improved in a variety of usage environments Accommodate users/consumers in the local market by expanding your market penetration Observe and meet local needs and norms, such as local laws, traditions, and customer preferences An increased level of interest among the general public Good public image in the community

This fast-paced minimalist fashion company has risen in popularity in recent years, with over 1,500 locations spanning Europe, Asia, and the United States And, although the brand's origins (and headquarters) are in Asia, it maintains a deliberate approach to social media content creation for its expanding variety of schools

Uniqlo's Facebook page is country-specific Thus, it is easy to tailor their advertising to each location Thus, if the marketing team required simultaneous promotion of a winter coat product in Australia and a new summer clothing line in Macau, they could simply do it

Q2:

The key to international expansion is to keep your brand consistent worldwide while still reaching local markets Just as consumers and suppliers demand the same experience and surroundings every time they visit a brand, future workers and local market

customers expect a more localised experience In order to achieve global branding, foreign offices must be responsive to local markets

Netflix, a video streaming service since 1997, has recently expanded outside of North America With over 130 million customers, Netflix is present in approximately 190 countries worldwide With just 50 countries supported as of 2015, this is a huge growth

Unlike other firms, Netflix must “ensure content partnerships by location and occasionally by region,” according to the Harvard Business Review Netflix also

confronts several national regulatory limitations, such as those limiting local market content availability

Netflix has to build a complete localization program to handle local language content and programs for users in each nation as a means of promoting its worldwide growth ambitions This entails developing a strategy program with translated subtitles, localized voiceover interfaces, and services for current shows

In more recent times, the content strategy has grown to include the production of unique programs in 17 various markets This is the kind of material that Netflix may use

to attract new local subscribers But it also draws in new fans because of its worldwide reach

Porfolio 2

Russia, whose full name is the Russian Federation, is a federal republic located

in the north of the Eurasian continent, this is the largest country in the world by area Russia is a federal republic with 85 federal entities Part of Russia's transition from a centralized to a decentralized market economy is privatization Russia joins APEC and EEU (EAEU)

Politicians face a similar threat.Because Russia lacks a viable legal

framework and relies heavily on unwritten laws and practices, it fosters

informal practices Delaying its flagship USD 360 billion National Projects initiative until 2024

Ownership risk : The 2020 Accounts Chamber of Russia claims that the country's official registries and databases offer conflicting information on how many state-owned entities there are

Operation risk : Russia has made it impossible for foreign investors to operate free of bureaucratic constraints

Transfer risk: The threat of fresh Western sanctions over the alleged

poisoning of opposition figure Alexei Navalny also weakened the rouble The euro may fall again if the oil market recovers more slowly than projected Since 2011, Russia has surpassed all other countries as the world's leading producer Economic growth in Russia is expected to be moderate in 2021

Exchange Rate :

Gross Domestic Product (GDP)

GNP per capital

In the United States, the Gross Domestic Product (GDP) is referred to as GDP

Inflation

Administration for Occupational Safety and Health (OSHA) (The office of Occupational Safety and Health (OSHA))

Trade

The Vietnam-Eurasian Economic Union Free Commercial Agreement (EAEU), signed in October 2016, boosted trade and economic ties Last year, Russian exports to Vietnam more than quadrupled

In return, we will purchase Russian iron, steel, coal, and fertilizers Russia supplies most CIS nations' needs for oil, gas, timber, machinery, and equipment Most CIS nations still trade with Russia

OFFICIAL LANGUAGE: “Russian”, in addition to 1 A reliance on

a variety of minority languages.

Resources

Natural resources (oil, gas, and metals) and

attempts to diversify

142 million-strong population

Russians make about 77% of the population

Geographical distances

The combined area of the United States and

Europe

The scale of the market and the availability of

highly-trained workers

Strong public and external accounts that are able

to withstand external threats are necessary for

macroeconomic stability

Digitalization and the ability to create new

products and services

hydrocarbon prices;

2 Demographics are aging

3 Outside of the nearby region, no trade agreements exist

4 reliance on foreign technology

5 Investing in infrastructure has aggravated the situation

proclivity towards casualness

6 U and European Union sanctions limit the

availability of offshore oil resources

7 Weaknesses in the institutions and the

governance (insolvency treatment, property rights, corruption)

8 Increased commercial focus and global

integration

9 The global economic crisis has

disproportionately harmed the economy -Oil prices fell

10.-Foreign funding

is scarce

11.-Slowed the ruble's rise by

investing $200 billion on liquidity and business aid

12.9.3% of crime, theft, and disorder

Porfolio 3

Vietnam Dairy Products Joint Stock Firm, often known as Vinamilk, is a

Vietnamese company that produces and trades dairy products and associated

mechanical equipment

Motives: Pro fit and growth goals Short-term profit is vital for SMEs who are

just starting out in exporting The desire for expansion may also be important for the firm's first export

The more a corporation wants to develop, the more activities it creates, including looking for new ways to grow and profit

For example, the sort of feedback will eventually impact the Vinamilk

development mindset from previous attempts help them to understand the market and supply more quality products

Triggers: Market Demands : Demand for certain firms' goods grows in foreign markets, driving manufacturers to internationalize their products as well

For instance, Vinamilk expanded foreign markets as global demand for their products grew They joined China's market before it was lucrative, but the business was developing fast, encouraging Vinamilk to expand internationally

Porfolio 4:

Water fall : Waterfall payment schemes require higher-tiered creditors to receive interest and principal payments first, with lower-tiered creditors receiving principal payments following Typically, debtors prioritize the highest-principal debts first since they are also the most costly Money is represented by water, and creditors by buckets The first bucket fills first First bucket full, second bucket empty As water pours, additional buckets fill in sequence

As the water recedes, the size of the bucket (debt) shrinks Insolvency risk is reduced by paying off huge debts, which frees up resources for operations, capital expenditures, and investments

This plan is ideal for companies repaying several loans Imagine this corporation has three operational loans with varying rates The corporation pays both principle and interest on the most expensive loan and just interest on the other two So after the most costly debt is paid off, the corporation may go on to the next most expensive loan The cycle repeats until all loans are paid

Creditors A, B, and C Creditor A is the highest-tiered creditor, while Creditor C is the lowest-tiered The corporation owes each creditor as follows:

Creditor A owes $5,000,000 in interest and $10,000,000 in principle

Creditor B owes $3,000,000 in interest and $8,000,000 in principle

Creditor C owes $1,000,000 in interest and $5,000,000 in principle

Assume the first year's revenue is $17 million Creditor A is then repaid in full, leaving it with $2 million to pay off other obligations Due to the priority arrangement, this $2 million must go to Creditor B Assume the corporation pays $1 million in interest and $1 million in principle to Creditor B After one year, the outcome is:

Payment to creditor A

Creditor B owes $2,000,000 in interest and $7,000,000 in principle

Creditor C owes $1,000,000 in interest and $5,000,000 in principle

If the firm makes $13 million in year two, it may pay off Creditor B and start paying Creditor C After two years, the outcome is:

Creditor A gets paid in full.

Creditor B is paid in full

Creditor C owes $200,000 in principle

Shower method :Like the waterfall approach, it considers the time required to penetrate diverse markets while also identifying the advantages that each nation has to offer at the same time Despite their lesser size, certain nation-groupings may be allowed first

Short product cycles need greater expenditure in R&D, thus the firm has less time to amortize these outlays As a consequence, this sort of approach might be complex

The shower approach has the following characteristics:

• Rapid expansion into several markets

• Quick market entry

• Different entry times due to operational concerns

• Benefits of setting up a subsidiary firm For short product and technology cycles, market entrance ("amortization") (e.g semiconductors, computers)

o lengthy R&D cycles (R&D)

Possible market obstacles against competitors (for example, by establishing an image profile) insufficient time to create coordinating instruments

“References”

7 Vietnamese companies in Forbes Asia’s Top 200 listing VNExpress [Online]

Available at: https://e.vnexpress.net/news/business/companies/7-vietnamese-companies-in-forbes-asia-s-top-200-listing-3974928.html

[Accessed 27 January 2021]

Advantages & Disadvantages of a Multinational Firm Small Business [Online]

Available at:

[Accessed 27 January 2022].

Biong, H., 2006 Extendedness as a Relationship Governance Mechanism for Securing

Cooperation in Marketing Relationships Journal of Business-to-Business Marketing, [online]

13(2), pp.29-66 Available at:

<https://www.tandfonline.com/doi/abs/10.1300/J033v13n02_03> [Accessed 28 January 2022].

Casier, T., 2017 The different faces of power in European Union–Russia

relations Cooperation and Conflict, [online] 53(1), pp.101-117 Available at:

<https://journals.sagepub.com/doi/abs/10.1177/0010836717729179> [Accessed 28 January 2022].

E-commerce in Vietnam - statistics & facts, 2021 Statista [Online]

Available at: https://www.statista.com/topics/5321/e-commerce-in-vietnam/

[Accessed 22 January 2022]

HEINEKEN VIETNAM BREWERY - DA NANG LIMITED COMPANY. VietnamCredit [Online]

Available at: https://vietnamcredit.com.vn/products/companies/heineken-vietnam-brewery-da-nang-limited-company_8242

[Accessed 27 January 2022]

M, P., 2022 Global Marketing Vs International Marketing - Difference and Comparison - The Investors Book [online] The Investors Book Available at:

<https://theinvestorsbook.com/global-marketing-vs-international-marketing.html> [Accessed 28 January 2022]

Parnell, J., 2022 REASSESSING THE “THINK GLOBAL, ACT LOCAL” MANDATE: EVALUATION

AND SYNTHESIS [online] Sjm06.com Available at: <http://www.sjm06.com/SJM

%20ISSN1452-4864/1_1_2006_May_1-85/1_1_21-28.pdf> [Accessed 28 January 2022].

The Globalization of Markets Hbr [Online]

Available at: https://hbr.org/1983/05/the-globalization-of-markets

[Accessed 27 January 2022]

The World Bank In Vietnam, 2021 The World Bank [Online]

Available at: https://www.worldbank.org/en/country/vietnam/overview

[Accessed 27 January 2022]

Understanding Localization and Globalization in Marketing Language Network USA

[Online]

Available at: https://www.languagenetworkusa.com/blog/understanding-localization-and-globalization-in-marketing#:~:text=Globalization%20Marketing%20Approach&text=In

[Accessed 27 January 2022]

Waterfall Methodology, 2020 Word Front [Online]

Available at: https://www.workfront.com/project-management/methodologies/waterfall

[Accessed 27 January 2022]

What Is a Global Corporation? Small Business [Online]

Available at https://smallbusiness.chron.com/global-corporation-63267.html

[Accessed 27 January 2022]