Strategies for a Successful Global Marketing
Clarke Ricks School of Business,
Liberty University
BUSI 690: Policy and Strategy in Global Competition
Dr. Hicks
April 9, 2022
Strategies for a Successful Global Marketing
1. Establish a popular and well-recognized brand and image
oWhen a business is successful and popular in their native country, curiosity arises
in other countries from foreigners willing to try out their products
2. Use a unified approach to marketing across borders
oUtilize a marketing strategy for your business as if there were no global
boundaries to better analyze engagement with content from country to country
3. Make a marketing plan
oInvestigate goals/benchmarks of a business and the needs/wants of the region
within the global market, then create a marketing plan based on research
collected
4. Adjust your approach
oJust a because a marketing strategy was a success in a business’ native country
does not mean that it will translate well in another country with different values,
culture, and language
5. Personalize promotions
oBe mindful of language differences, cultural practices, and observances (i.e.
holidays and events) when advertising a product or service to a foreign audience
6. Observe and know where your target audience comes from
oUsing tools such as Google Analytics and Shopify to pinpoint consumers by
specific their location helps businesses create better marketing strategies that
reach their target audiences
7. Tailor your products based on where they are sold
oFast food juggernaut McDonald’s provides cultural food staples (i.e. poutine in
Canada and Crock Brie in Italy) based on the localization of every franchise
oAre your services or products in any way culturally offensive?
oIs your business following foreign government rules and regulations?
oIs your business brand/trademark unique to the country in which services are
provided?
8. Keeping branding in mind
oA business must ensure that anything from the company name to the logo that
they use is not similar to other business in the area, that their branding is easily
translatable in a different language, and that it is familiar
9. Specify your message based on location
oDifferent people have different wants/needs, and this is especially true for
people that live and different countries. A business must make sure that their
promotions speak to their customers, whether native or foreign
10. Bring an in-country marketer on your team
oAs the saying goes, “When in Rome, do as the Romans do.” But, no one knows
Rome like an actual Roman. When tailoring your marketing strategy to foreign
countries, hiring a native from those countries ensures better communication
that translates to the people that a business is trying to reach.
11. Utilize the correct technology and software
oIf the most popular social media platform in a foreign country is Twitter, then it is
imperative for a business to structure its global marketing strategy around the
use of that platform to reach its desired audience
12. Take advantage of available data
oGrowth in the modern digital landscape has allowed for businesses to be more
creative in how they reach potential customers through marketing campaigns
online
Development of Global Marketing Campaign
Product
Is a company’s product sellable across all global markets or does it need to be changed
depending on regional traditions and tastes?
Price
Do prices need to be changed because of competition already in the foreign market?
Placement
How do foreign customers choose and purchase their products?
Advertising
Does a company’s message easy to understand across all cultures? Are there any
misunderstandings based on language, culture, and/or value differences?
What kinds of Customers does Global Marketing Reach?
Targeting and reaching out to customers on a global scale requires a business to have various
profiles instead of just one distinct profile. Every country analyzed will have different types of
consumers with different types of needs. That is why global marketing campaigns must be
flexible and adjustable across all borders.
Benefits of Global Marketing
Increase the quality of a product or service
When a business expands into a new market, they gain more knowledge. With analytical tools,
they acquire knowledge at a faster pace, which leads to a higher quality of service or products
that are available for customers.
The familiarity of brand image
Think about why companies like McDonald’s and Starbucks are known all around the world
Raised knowledge about your brand
If your business not only has ads on social media platforms but also commercials that air all
around the world (tailored from country to country) there is an increased chance of gaining a
global customer base.
Lesser costs, more savings
By establishing a brand in other global markets, a business can acquire more consumers and get
them familiarized with the brand to a point where the marketing does itself (recommendations,
social media posts, etc.). Plus, by taking advantage of social media, businesses use less money
for promotions.
Reach a wider target audience
Being on top of the American market is nothing to sneeze at, but thanks to modern innovations
(the internet) it is easier than ever before to connect with the foreign market to increase a
businesses’ customer base.
Gain the upper hand on your competitors
Everyone knows that McDonald’s is a dominant global powerhouse compared to Whataburger
due to its reach in the global market, especially in China.
Gain relationships across borders
Not only can a business form a relationship or even partnerships within their native countries
(i.e. Coca-Cola and McDonald’s), but they can also establish alliances with foreign corporations
to sharpen their edge within the global market.
Helps form relationship outside of the “political arena”
Certain might not be able to link up in their native countries due to conflicts of interests,
however, in another country, those constraints might not be there.
Helps to manifest good strategies faster in a more efficient way
Thanks to digital innovations, businesses can implement global strategies with at a faster rate
than reaches more people.
Reveals the advantages of e-Marketing vs traditional marketing
In the age of social media posts and images with the use of social media, e-Marketing is king.
Influence and scope
The more global impact that a company has the more cultural influence and power that they
have, which also increases the sizes of their operations.
