Globalization

Globalization affects every aspect of business from managing, to finance, to how to market a product in a different country. Most markets across boundaries and in different countries are alike in the fashion that they have free market orientation. Even though these countries share a free market ideology, it is still hard to have a globalized marketing strategy because the infrastructure of each country varies so greatly. In the past, the development of infrastructures has been left to government policies and leaders, however if marketers of corporations and other businesses want to be able to reach as many potential customers as they can, they will need to start influencing, as well as aide in the developments of foreign countries’ infrastructures.

There are four main parts of a countries infrastructure that desperately need to be developed before global marketers can completely bring a new product or service to a country. The first part of the infrastructure would be electricity. Electricity is important in marketing because it directly affects the shelf life of several consumer products through the simple process of refrigeration. Television access is gained through electricity, “the absence of electricity will affect a standardized global media strategy that uses television advertisements” (Paul, 2005, pg.5). A third problem with the absence of electricity is the availability of telephones. This absence of phones will hurt a company’s internal communication network. Electricity directly affects the manner in which a company packages and transports its goods from market to market; it also affects how a company can communicate within its own firm and with its clients in areas of promotion strategy and communication policies.

Another part of a countries infrastructure, which is crucial to having a global marketing strategy is the presence of roads. “ It is important to note the absence of motorized roads in developing countries can affect not only the product packaging, but also the shelf life of consumer products since they may have to pass through the hands of several middlemen, and take longer to get to the final consumer” (Paul, 2005, pg. 6). If roads play a major role in a company’s distribution strategy in their home country they will play a major role in other countries. Therefore we can make an argument that global companies need to have policies put into affect that allow them to take part in road development.

Communication both internal and external is a major part of a country’s infrastructure. The technology available in each country will influence how a firm will be able to communicate both with consumers and with stakeholders. When a firm communicates with current and potential customers, they use a mix of communication strategies, such as personal selling, advertisements, promotions, and public relations. Having a standardized global communication network with help to lower a firm’s cost, which is a huge savings for companies. However, the country’s infrastructure policy with regards to how easily available print and broadcast media will affect the effectiveness of a company’s communication strategy. “The ability of any company, global or local to do “good” and improve the quality of life while making a profit lies in their willingness and ability to think outside the box” (Paul, 2005, pg.7).

Another infrastructure that needs to be addressed is the level of education in the countries you are trying to market too. Education influences how customers acquire information about your products and also how strictly they are in policing their consumer rights. Corporations and firms need to understand the level of education in the countries they are working because there is such a wide literacy gap between trading partners around the world. If we could improve the level of education in the world market, it would greatly improve the developing markets around the world and help in developing a global marketing strategy. Improving education levels will also have an ethical and moral implication for firms because companies know that informed and education consumers will exercise their rights for entitlement to safe products.

As you can see, globalization is not an evil monster that some people make it out to be. The affects that globalization can have on underdeveloped countries are enormous. With the help of globalization and globalize marketing strategy, companies will be able to bring about the availability of electricity to areas that either have no electricity or to areas that suffer from frequent blackouts. Companies can aide in the development of roads in areas that do not have them, nor have the money to establish an effective roadway system. This will not only help the global businesses coming into the area, but it will also help the local businesses in transporting