Global Marketing

Global Marketing

Introduction

With the technological advances in global communications, marketing communications have taken on a much greater strategic role than before. Even the smallest firm is able to connect with customers around the globe on an instantaneous and virtually cost-free basis. By the same token, single individuals around the world can easily access a vast amount of information about any one company, and quickly transmit the information to a large number of other like-minded individuals. The information explosion has forced global communications to the forefront of company strategy formulation and implementation. In this paper we will discuss the SWOT analysis with the Raleigh bicycle company.

The main aim of the company is the motive behind it. The motive speaks highly and is all about innovations. The motive is “We expect change” Bicycle companies make changes to their models all the time and sometimes they even change where their bicycles are manufactured. Many bicycle models and bicycle factories have come and gone. Many name brands and manufacturers have come and gone. Raleigh is still very much alive in the competitive market of today.

The bicycle company, Raleigh, that was making bicycles in a factory in Nottingham, England, Raleigh plans to join most of the worlds other, what we consider, and bicycle producers. They will sell bicycles that carry their name. They will handle bicycles that carry their name. They will import bicycles that carry their name. They will probably be designing the bicycles that carry their name. But they won't be producing them in England. They will be produced in factories in Vietnam, Sri Lanka, and Malaysia.

There are still many thousands of "Made in England" Raleigh's in stock. And Raleigh is still very much in the bicycle business. They have maintained their image in the market. What is interesting to see is their marketing strategy and analysis; they cope up in the future. (Alexander,1990,p.76)

Discussion

The attraction in the products of Raleigh is all the more interesting. The customers may have their satisfaction while buying the bicycle. Since it's a reliable brand Raleigh, it offers a wide range of choices to its customers. Customers can look at it as they are talking themselves into a less expensive model or considering where else to look that might have something that looks like it for less. Here we will analyze and discuss the SWOT analysis of Raleigh international. (Ambler,2003,p.75)

Marketing strategies

Media as used in integrated marketing communications. The following activities are involved in the strategy of Raleigh International.(Anderson,2003,p.73)

Global media advertising

Global advertising includes traditional media spending in broadcast and print, but also extends to certain Internet advertising spending, including the pop-up and banner ads so common on the Web. (Armstrong,2001,p.190)

Global sales promotion

Sales promotion is more wide-ranging and also the faster growing promotional activity in global communications. It includes point-of-sales and point-of-purchase (POS and P-o-p) actions, usually very localized as in-store activities. More significant to a global perspective, sales promotion involves sponsorships, event marketing and product placement. ...