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Importance Of Global Marketing Strategy

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1.0 Introduction Most firms are eyeing on the global marketplace to improve their competitiveness. There are however many controversies on the most effective marketing strategy in the international market. There is growing importance of international marketing and various issues must be considered in order to successfully compete globally. A global marketing strategy encompasses countries from several regions in the world and coordinates a firm's marketing effort in markets in these countries. There is therefore need for companies to adopt more coordinated global marketing strategies once they have a significant presence in several countries and regions. This paper discusses various factors that influence global strategy approaches …show more content…

This is to be attained through strengthening the company’s relationship with its partners in stronger markets like China and India and expanding the client base. EGA’s global market strategy is centred on improvement of services offered to its clients through the introduction of new programmes, installation of efficient state of the art machinery and strengthening customer loyalty. EGA global marketing mix strategy involves mainly its efforts to make its products and services globalised, globalising its brand, Pricing and distribution (Aranberri, …show more content…

This involves media advertising that is uniform across many countries using different media vehicles. With increasing globalisation and the importance of global brands, global advertising has been sustained in the aluminium industry. The main contributor has been the increased usage of the internet and the availability of many commercials on websites which are easily accessible locally from anywhere in the world (Gillespe & Hennessey, 2012). In support of EGA global brand it is important to consider global advertising. This involves setting a uniform media advertising worldwide. As much as EGA maintains its Emirati brand identity, it should put in place a global standardised advertising approach. All EGA advertisements can be incorporated both its local strategy which includes its main objectives in the UAE market. Global advertising involves advertising with agencies that have the capability to reach customers on a global scale (Kurtz & Boone, 2013). Global advertisement in television, radio or in the internet has allowed penetration into foreign markets which also complement global brand. Involvement in various sponsorship programs in the UAE and across the globe has enables a company to be able to reach out to a wider number of customers in their respective countries (Johansson, 2010; Roll,

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