The Changing Global Business Environment

Global Business Environment (Group assignment ) Prepare for: Dato Dr. Mohd. Padzil Hashim Prepare by: Abdullah Salem - MR101034 Muhammad Ab Rashid MR091294 Roziyati Othman MR091290

14/04/2012

The changing global business environment required versatile marketing tools to stay ahead of the competitors. Reflex the new an advanced marketing tool, the superior knowledge, and the innovative approaches one must adopt to be a successful global marketer in the future. Analyze.

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Table of Contents No 1 2 Topic Introduction Knowledge 2.1 Knowledge - Mindset 2.2 Knowledge Customer and Competitor 3 4 5 6 Tools of Marketing Approaches strategies Conclusion Referral Appendix 2 6 7 8 9 10 Page 1

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1. Introduction Today competitions for global businesses are very competitive. With the advancement of technology such as communication and transportation, knowledge spillage, and better infrastructures, it creates opportunities and also barriers for companies to grow overtimes. For a companys no matter what is their status quo either small or blue-chip company, enterprises or public listed, local or multinational businesses, there always have a channel to promotes and marketed their businesses. In order to get a guarantee results, first and foremost, the company must have the knowledge of marketing, followed by right application of tools and approaches strategies of marketing.

What we will analyze and discuss here; knowledge - marketing is about effective communication and the implementation of doing the right things to ensure the organization and companies are always in the minds of customer (readjust the customer mindset instead of change their mind into some brands or organization). Then we will look at the marketing tools available to be used in globally nowadays and the strategies and approaches to gain better customer perceptions and money.

2. Knowledge Knowledge is very important to a company and individual in whatever we are doing. With right knowledge, companies are able to differentiate themselves among another and able to standing out from the crowd. In the marketing, there are some importance knowledge for company to adopt such as marketer mindsets, customer preferences and problems faces, competitors strength and weakness in products and marketing strategies, tools of marketing, and approaches strategies. 2.1- Knowledge Mindsets Mindset of marketer is importance to be adopted by all level staff in the organization either from security guard or even higher level up to the CEOs. Why this is so importance? Lets have a look in one situation sometimes we faced; let say we go to the four star hotel, once we enter the lobby, the security or the front desk staff will open the doors and please us with the warm welcome and nice smile. At that time, we feel appreciated right? And feel like to want come again to that hotel next time, right? How about other way around happen to us with unpleasant welcome, no friendly welcome at all, and etc? Definitely well think twice to come back to that hotel. This simple knowledge and application of smile has
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given a big impact to the customer personally and directly contribute to the business performance in overall.

To adopt the marketer mindset, all staff in the organization must understand what is marketing is? In general, marketing is the opportunity to educate prospect and future customer and to deliver what they desire and want. In a laymen understanding, marketing contributes to repetitive businesses and also gain new businesses by simply promote, share and built relationship with all people. This mindset is able to be learning from books, experts or even by experiences. All is needed just strong commitment support at each level, anticipation from ground to top, enthusiasm and desire to make it success all the times. One of the simple mindset to be understand, it is just like bill that we need to pay every month we will try to find ways to pay the bills promptly either via online, paying cash or whatever. Same goes to marketing or marketer mindset, we must find ways to effectively communicated promote, share, built relations with customers, future prospect and other people to ensure we will always in their top priority of minds.

For simple example, in Malaysia if we talk about toothpaste most of us will think of Colgate. It is part of Colgate marketing strategies always be visible, continuously and there are many other tools that can be achieve in marketing goals which will be discuss in tools of marketing. And here some simple mindsets tips; (a) Know where we are going to do business which means we must have a focus related to the businesses; we must know where to play and not to play because we cant be everything. (We here refer to marketing) (b) View marketing as an investment, not an expense. With the right knowledge, tools and applications, it can generate more revenue and profit in businesses. (c) Commit to the works action is the most expensive and worthy value, it drive the marketing plan, goals and up to organizations vision. Without action, it is nothing to be proud of it. 2.2- Knowledge Customer and Competitor Understanding about customer preferences one of the most priority strategy that help marketer to keep in touch with them always. Marketing is wasted if fail to deliver what is the most needed, important and benefited to customers. There are many
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factors needed by marketer to do research on, there are such the market research demography, habits, desires, activity, geography and etc.

A good marketer must have the knowledge what is happening in the marketplace information about customer and competitors. It is important to have knowledge about customer and competitors, by understanding them; marketing can be suit accordingly direct to their interest and weakness. For an example, preference studies identify that 76 percent of the tested group preferred sweetened iced tea over unsweetened. So as a marketer, there is a strong bullet and knowledge for them to tailor their marketing activities such as concentrate on promoting sweeten product over unsweetened product.

There is another research method to gain information about customer and competitors; that is opportunity research. Opportunity research could be gain from public sources, online and offline, where competition and the market environment can be

focused. It helps marketer to gain ideal customers and knows what competition is going to after them.

3. Tools of marketing In the marketing tools, there are more than hundreds application of tools that could be used into global business marketing activities. Parts of the tools, there are about nine categories in tools of marketing. There are (please refer to the appendix); 3.1- Mini Media 3.2- Maxi Media 3.3- E-Media 3.4- Info Media 3.5- Human Media 3.6- Non Media 3.7- Company Attributes 3.8- Company Attitudes 3.9- Others

From all information of marketing tools above, as a marketer they must know what kind of tools that they could apply according to their marketing
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strategies and goals. They also need to know what kind of territories that they want to targeting at and what kind of goals that they want to achieve. For example, according to Dr Azizan Osman, founder and CEO of RichWorks, he categories it by zone, (i) (ii) (iii) Zone A International Level Zone B Country and State Level Zone C District Level. With the right zone targeted and right marketing tools application, they are able to gain audience consciousness and get the result effectively.

4. Approaches strategies There are several of approaches available to positioning themselves in the middle of marketplace. Whatever kind of approaches they used; they must be consistent, evaluate time to time and realign those strategies according to environment. General rule, There are two ways of approaches in success marketing; there are (i) (ii) Publicity and Advertising. Publicity is the best method to gain trust from the public immediately. It is happen because, if you are new company that want to offer new product or services, it hard to gain potential
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customer money over to your pocket. They buy product and services because of trust. So, if there is someone (magazine, expert, TV, radio, competition, etc) that writes and talks about your effort, then youll able to be seen and visible in the market place with trust. If dont, find ways to get publicity (event program, charity program, etc). After setting up the fire or wave of visibility, then comes activity with the advertising approaches as mention in tools of marketing. This approaches must be develop simultaneously and consistently until you get the desire results.

5. Conclusion To be successful, marketers need passion and patient. There are no overnight results for marketing activities. Marketer need to walk along the time, able to change, compete in the tense competition, and able to manage crisis. Leader, top management and CEO need to put their commitment in the marketing planning and must be responsible, willing to accept changes and support each other. With excellent communication internally, it is highly promising to communicate effectively with the external which are competitors, customers, suppliers and everybody else in the part of the world.
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6. Referral Azizan Osman, 2012, Intensive Advanced Marketing Power Seminar Jay Conrad Levinson and Al Lautenslager, 2009, Guerilla Marketing in 30 Days

Patrick Barwise and Sean Meehan, 2004, Simply Better Soundview Executive Book Summaries, 2010, Repositioning, Marketing in an Era of Competition, Change and Crisis. Vol. 32, No. 5 (3 parts), Part 2 may 2010.

Soundview Executive Book Summaries, 2010, Everyone Communicates, Few Connect, What the Most Effective People Do Differently. Vol. 32, No. 9 (3 Parts), Part 1, September 2010.

Appendix A 1. Mini Media Marketing Plan i. Spell out specific purpose of marketing why do you do marketing? What do you want from it? ii. iii. iv. v. vi. vii. What is your competitive advantage? What is your target audience? What is marketing strategies will be use? What is your niche market? What is your identity? What is your marketing budget?

Marketing calendar projection Company identity or personality i. How do you want to be recognized? Logos, themes, memes, brand, etc Business card Stationary with company identification Personal letter appreciate customer Telephone marketer

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Toll free phone no ease to be remember (Ex: 1-800-88-HELP) Yellow pages Post-Cards (apply by Reader Digests) Postcard decks Classified ads Bill order advertising Per enquiry advertising Free advertising Shoppe flyer, bulletin report, etc Community bulletin board Movie advertising Outside sign Street banner Window display In-stall display Poster Canvas seat Door hanger Elevator pitch Value story inspired people by successful story

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Backend sales Letter of recommendation Participation in international world trade business activities

Maxi Media Advertising television, radio, paper, etc Massive direct mail Newspaper advertising Radio advertising talk show, entertainment radio, etc Magazine advertising Bill board advertising TV commercial

E-Media Internet & computer FB, Twitter, Blogger, Forums, etc Printer, fax Mobile sms bulks, m-commerce, etc Website Email marketing bulk email, pre-wrote email, signature email, auto

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responder, etc Shopping cart (ex: www.amazon.com) Domain name (ex: www.ibs.utm.my) Electronic brochure pdf, audio, video, etc Merchant account (ex: epay, M2U, Cimbclicks, etc) Special landing page special page for promotional Sponsor links Pay per clicks Online banner exchange Viral marketing create and share information that people love to know and discuss. (ex: gossip, car forum, etc) Webinar (ex: YouTube)

Info Media Understand market focus market Specific market segment details information; income, phone no, email, job, etc Case study or referral request testimony from customer, share proven results

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Sharing information within business cycle Brochure and catalogue Public service management Publish news letter bulletin Conduct free talk free consultation free demonstration free seminar Write an article in magazine, blog, column for free Write book Organize workshop e-commercial talk show, etc

Human Media Marketing insight to all level staff in organization Weapon tool leader, CEO, yourself Attire Uniform represent your company, brand, etc Special team of marketing Social advantages approaches skills, friendly, etc Target audience small group on specific topic / subject Circle of influences friends with influencer Allocate time with customer

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Smile Eye contact Excitement Teaching ability Story telling Sales training Networking Affiliate marketing Media contact Professional certificate treat customer extra

Non Media Benefit list Competitive advantages Gifts Public relation update news regularly Fusion marketing collaborating with everybody include competitor Barter trade Volunteer program Audio visual aids Luxury box marketing (ex: in sport games advertising)

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Trade show booth Membership and association Blow up reprint Coupon Free trial Guarantee Contest Leads buying Follow up customer Branded entertainment Talk show radio, television Social media FB, twitter, blogger, etc

Company Attributes Brand name awareness Intelligent positioning (ex: create mass problem then launch their solver) MIMES Theme line Writing ability

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Headlines popular topic Locations Operation hour Days of operation Credit card acceptance PayPal etc Financing available Company name credibility and trust Reputation Efficiency Quality Services Multi range of product multi solution solver Price Free upgrade Extra value

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Company Attitudes Tip top services Transparent deal Ethical Enthusiasm Passion Being more sensitive to surrounding Patient Flexible, Quality, Innovative Generosity Confidence Pleasant Aggressive fast action fast result Competitiveness High energy Focus Give attention to details small success bring to big success Action

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Others No cost marketing combination of above part Taxi ads Notice board Bus ads Journal Press conference On-table ads

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