MARKETING STRATEGIES

Influence of Globalization on Standardization of Marketing Strategies (A Case Study of Parcel Force)

Table of Contents

INTRODUCTION2

Introduction to Topic2

Rationale for Study2

What Is The Research Issue?2

Why Is It An Issue?3

Why Is It An Issue Now?4

What Could This Research Shed Light On?5

Research Question5

Hypothesis5

LITERATURE REVIEW6

Significance of Literature Review6

Why Marketing Is Critical For Organizations6

Marketing In a Globalized World7

The Global Marketing9

Low Cost Leadership Strategy and Globalization10

Conceptual Framework10

RESEARCH METHODOLOGY13

Methodology13

Population14

Sampling14

Research Design14

Informed Consent15

Confidentiality16

Validity16

Limitation of the Study16

Ethical Concerns17

PROJECT PLAN18

Outline of the Study18

Project Timelines19

REFERENCES20



INTRODUCTION

Introduction to Topic

Marketing is considered the set of techniques used for marketing and distribution of a product between different consumers. The producer should try to design and produce goods for consumption to meet the needs of the consumer. The marketing concept is based on two fundamental beliefs. First, all planning, policy and operations of a company be directed to the customer, and second, goal of a company must be a lucrative sales. In its fullest sense, the concept of marketing is a philosophy of business that determines the satisfaction of the desire of customers is the economic and social justification for the existence of a company.

This research proposal will deal with the influence of globalization on standardization of marketing strategies of Parcel force. The dissertation will be based on the extensive research on the global issues that have lead to the standardization of the marketing practices and which had ultimately affected the marketing practices of Parcel Force. Parcelforce Worldwide is a major player in the parcel delivery market in the UK.

Various qualitative and quantitative research method tools will be used to the draw the conclusion and recommendations for the Parcel Force Company in order to compete in this highly globalise world.

Rationale for Study

What Is The Research Issue?

Parcel Force worldwide belong to the Royal Mail Group Ltd. The three operating brands belong to this company such as:

The Post Office Ltd provides services client Window Street

Royal Mail manages the delivery of letters and parcels

Parcel force Worldwide provides express delivery of parcels for businesses and consumers

In 2007, an analysis of a research survey of customers around the world showed that Parcelforce must have to improve its international services. The research further recommended that company must also change its marketing to respond to increased competition and changes in the external environment.  Different global marketing strategies can be applied to each item depending on the circumstances and objectives. Parcelforce needs to achieve the right balance of marketing mix to achieve its goals. Therefore, this research dissertation will evaluate the influence of globalization on standardization of marketing strategies adopted by the parcelforce and its impact on the company operations.

Why Is It An Issue?

Marketing is an intrinsically global activity. When marketing is outside of the culture, contextualization of advertising and other marketing is very obvious so it will be quite difficult to generate any impact on the public. It is interesting also reflect a bit about what it means today to be globalized. Usually globalization is a condition of the Western world. Those countries and companies that are not globalized ...