Business Brief Template Course Project

GLOBAL EXPANSION 4

Global Expansion

Ayanna Knight

2-1 Milestone One

January 14, 2021

Global expansion to Germany

Expanding to international markets is one of the strategic approaches to increasing a company's sales and profitability. I believe German is the best country to expand to because of its manufacturing capabilities. It is also easy to get skilled labor from across the content due to the freedom of movement in Germany, and the presence of the Berlin tech hub has enhanced creativity and innovation in the country (Dumke, 2017). When implemented successfully, a business taps new markets learning to increase brand awareness and occupies a better industry position. It also enables a business to tap local talents in new markets that will enhance the productivity of the firm. International expansion helps a company to manage competition through an increased customer base and international recognition. When the firm expands to international markets, there is a guarantee of business growth accrued from the mentioned benefits.

Although beneficial, the move challenges domestic organizations to upgrade their certain strategic areas. In marketing, the strategies have to be tailored to meet the needs of new markets. The business has to improve its strategic planning by efficiently allocating resources and adjusting its direction to meet international standards. Domestic organizations must have a global understanding of human resource management and get the right people to work for the company at the right costs (Verbeke et al., 2018). The supply chain must be robust and agile to serve multiple markets and adjust to changing demands.

This expansion is associated with significant impacts on society. It has led to the creation of jobs hence addressing the issue of poverty. It has also led to pollution of the environment through the emission of pollutants and other trading activities that have impacted the climate. There are increased shipping activities and enhancement of air transportation in the transport sector that play a significant role in globalization. The 21st century has witnessed the globalization of culture and sports, transforming religion, beliefs, and other social fabrics.

International businesses deal with cross-cultures, and research in culture informs the domestic organization of marketing and employee recruitment activities. When moving to an international market, there are key cultural considerations. The first one is the language that influences brand names, advertising, and general marketing. The cultural preferences in terms of products will inform the varieties to manufacture or avail to the markets. The third factor is the religion that affects people's way of life, clothing, holiday activities, food, and beverages (Watson et al., 2018). Lastly, the company should also gather information on Germany's material culture, including technological goods, transportation, availability of resources such as natural gas and electricity.

References

Dumke, R. H. (2017). Tariffs and market structure: the German Zollverein as a model for economic integration. In German Industry and German Industrialisation (pp. 77-115). Routledge.

Verbeke, A., Coeurderoy, R., & Matt, T. (2018). The future of international business research on corporate globalization that never was….

Watson IV, G. F., Weaven, S., Perkins, H., Sardana, D., & Palmatier, R. W. (2018). International market entry strategies: Relational, digital, and hybrid approaches. Journal of International Marketing, 26(1), 30-60.