MK11104 Global Marketing Assignment Sample

Global Marketing (MK11104) – Assessment 1 Task

INTRODUCTION

Global marketing refers to the sale of goods and services outside the regional frontiers of the venture’s home country. The company chosen for this report is House of Braur, which is a brand based in Scotland. This is a family-owned business that deals in multiple areas such as clothing, accessories, homeware goods and Scottish food and drink. The online retail store based in the UK provides online delivery services worldwide (House of Bruar, 2022). The Scottish food and drink store facilitates the service in the regional area to the local people as well as the visitors. This brand is now considered a luxury and one of the renowned companies in the market, gaining the competitive advantage from its unique products. The organisation's strategies to expand the departmental stores for food and drink, clothing and other goods to the USA. The report will cover the marketing analysis of internal as well as external environment using the models. It will also evaluate the strategic concerns in the new country and finally make recommendations for the same.

MAIN BODY

Environment analysis

Company’s internal capabilities:

SWOT Analysis

• The internal analysis of company is done by using the SWOT model which is helpful in identification of the venture’s current position.

Strengths Wide range of brands High quality	Weakness Dependability on other brands High price
Opportunities Increasing market in this sector Increase in people demand worldwide	Threats Increasing costs and expenditure High competition

• Strengths: The strength of the venture lies in dealing with the wide range of brands and high quality of goods. There are several clothing brands sold by this store where the quality sold is focused on being premium (House of Bruar, 2022). The company provides the food and drink services in the store that is focused on providing the customer with the great taste of Scottish drink and food available in great range. The brands sold are luxury items that provide the customer with a choice in country fashion and taste.
• Weakness: The weakness of the business lies in that it depends on the other brands and does not produce its goods in the clothing. So, any change in a brand can impact the sale of the goods in the store. It also has limitations in selling the products and services that are of high price and luxury, which cannot be accessed by people who prefer affordability. Services based on the food and drink cannot be accessed by people who live outside the region and cannot visit the shop.
• Opportunities: There are opportunities for the companies due to the market in this sector being developing (Gillespie and Swan, 2021). As it serve great scope in selling the variety of goods under the same roof and within the comfort of the people. There is also an increase in the demand for this business service where people can get a variety of products and choices without wasting their time. This allows people to buy goods that are either clothes related, accessories, food, drink, gifts, etc.
• Threats: Various threats are present in this business that require a high cost of maintenance of the store services and are limited to the definite geographic location where it is present. Also, there is high competition prevailing in the market where similar types of brands are coming up with various strategies to cover the market share and people.

VRIO Analysis

• VRIO model analysis the internal environment of the company based on the value, rarity, imitation and organisation.

Area	Value	Rarity	Imitability	Organisation
Quality	Yes	No	Yes	Yes
Skills	Yes	yes	No	Yes
Idea	Yes	No	Yes	Yes
Marketing	Yes	No	Yes	Yes

• Value: The firm provides the value in the quality, skills, idea and marketing. The venture provides the premium quality of goods available in various range. The HR, skills and idea are also valuable that are adding to the ventures successful working. Marketing of the brand in a way that is making the brand a demanding among the people in the market.
• Rarity: The company shows the rarity In the skills and HR that have developed own idea for the better working and customer satisfaction. People are the valuable resources that the organisation have, and which are unique in terms of skills and creative minds (Kotabe and Helsen, 2022). Quality, idea and marketing are not considered rare for the firm as these can be found in the competitors' business.
• Imitability: The skills cannot be imitated easily as every individual working possesses the skills that make them different from the others (De Mooij, 2021). The areas that can be easily imitated are the quality, idea and marketing. The quality sold can be copied by others, and it does not serve as a benefit among the competitors. The idea to sell the fashion goods with accessories, food, drink and another gift item can be imitated and does not hold any uniqueness for the firm.
• Organisation: The venture shows the organisation in the quality, idea, skills and marketing. These are organised in such a way that can provide the best buying experience to the customers. Providing with this is the main focus for the venture so that it can maintain the loyalty and win over the competitors in the market.

Micro-environment analysis

• The model used for the analysis of the micro environment is Porter’s 5 force analysis.

Area	Level	Impact on the company
Competitive Rivalry	High	negative
Supplier Power	medium	positive
Buyer Power	high	negative
Threat of Substitution	high	negative
Threat of New Entry	high	medium

• Competitive Rivalry: The competitor’s rivalry in this sector is high which can have negative impact on the ventures and their functioning (AL-Kwifi et al, 2021). There are number of organisations that are operating in this sector where it can be threat for the company. Any introduction of the new strategy by the rivals can lead to the people shifting to the other brands easily.
• Supplier Power: The bargaining power of the suppliers is medium due to availability of large suppliers in the fashion retail industry. It can impact the venture in positive way, as the firm with its reputed name can acquire the resources from the suppliers easily and meet the customers demand.
• Buyer Power: The bargaining power of the buyers is high which can influence the businesses in this sector in negative manner (Kumar, 2024). If the buyers are not satisfied with the services may switch to another brand and that can impact the purchase and lead to the customer shift to the competitors.
• Threat of Substitution: There is high threat of substitute available in this industry which can have negative impact on the company. There are variety of goods available so the purchasers can switch to substitutes based on the choice and preference.
• Threat of New Entry: The high number of free entry of the ventures can impact it in negative manner. The venture with the use of the strong brand name that can prevent getting the competition from the new brands that are not yet established and well known.

External Environment

PESTLE analysis

For the analysis of the external environment, the model used is the PESTLE analysis:

• Political: The political stability of the UK is stable from the last few years which is recorded at 0.51 in 2023 (The global economy, 2025). This can have a positive impact on the company in its operations and strategizing the policies that are as per the government policies. This makes the venture familiar with the ongoing political trends and easily regulate operations.
• Economical: The employment rate in the UK has increased to 74.90% from the previous year. It can have positive impact on the organisations in the sector in a positive manner (Trading economics, 2025). The raising employment can lead to the flow of income in the market and increase in the purchasing power of the people. This can lead to the people buying more of the firm’s goods.
• Social: The cultural trends in the country showed an increase in the people attending the festivals and leisure activities during the last few years. It can have a positive impact on the venture as the people will engage in more activities that involves the purchase of clothes, accessories and food and drink.
• Technological: The UK has ranked among the top country worldwide in the GII. It shows the increased use of advanced technology in the nation and can impact the firm in a positive manner. The organisation with the use of improved technology can impact the buyers and the services provided to them.
• Legal: there are several laws related to the company functioning in the country such as The Employment Rights Act 1996. This can impact the venture in the positive way if followed accordingly. The implementation of this act helps the firm to provide the venture to work as per the needs of the staffs.
• Environmental: The UK government has targeted to achieve the net zero till the year 2050. This can impact the venture negatively if does not meet the standards in the efficiency and minimum wastage.

Porter Diamond model

The Porter diamond model works based on four components:

• Factor Conditions: The company achieve the labour resources from the skilled workforce in Scotland and the UK. The supply for the production of the goods such as the food and drink, gifts, etc. from the local suppliers in the area.
• Demand Conditions: There is rise in the demand for the goods sold in the market as they are based on the culture of the country (House of Bruar, 2022). It is demanded by the local residents, travellers, visitors from various regions all around the world. .
• Firm, Strategy, Structure and Rivalry: The rivalry in the country is strong, and the company continuously need to develop and adapt to innovation. On this basis, the venture strategizes to implement the modern methods. The venture is using the online methods and adopting to the promotional strategy that uses the online method and also focusing on creating the strong brand reputation. The structure followed in the organisation is hierarchal where the command and orders are passed from the top level to the lower level employees. There is high competition in the market, which creates the need to continuously work on the strategies for better working (Ihnatenko et al, 2023).
• Related and supporting conditions: The suppliers of the clothes are the strong brand themselves that attract the people for more purchase.
• Chance: This can be the random events such as natural disaster that can impact the venture in negative terms.
• Government: The government provides support to the firm in improving its operations and operate worldwide. It can be favourable for the venture to develop the business operations.

TOWS analysis

TOWS analysis is focused on summarising the various positive points and negative points of the company.

	Strengths	Weakness
Opportunities	Wide range and high quality of goods can meet the people increasing demand	Dependability on the other brands can help in increase the market through the production of own goods
Threats	High competition can be met by providing better quality than the rivals in the market.	The high price of the brands and cost is leading to the high price in the market.

Through this analysis, it can be said that the venture can make the use of opportunities and work on addressing the weakness.

Strategic Concerns

Based on the Ansoff matrix, the venture can strategies to enter into the new market with the existing goods following the second quadrant of the market development, which is the USA.

PEST analysis of the USA

• Political: The USA is considered to be the second largest democracy in the world and has stable political government which can impact the business in a positive way. There are liberty for the businesses to invest which can help the venture to establish the operations here.
• Economical: USA is considered to be the largest economy in the world with the GPD of 29 trillion USD in 2024 (Statistics, 2024). It can be favourable for the venture to enter into the new market and grow its business.
• Social: The cultural trends in the USA is liberal and open to new culture that can promote the Scottish culture well in the country. Moreover, the USA are more familiar with the Scottish culture and it can impact the venture in a positive manner.
• Technological: The nation ranks third in the GII index in the whole world. This can positively impact the organisation. The increased use of technology is effective in making the business run effectively in the new markets.

Hofstede’s Cultural Dimensions

• Power Distance Index: There is a low power distance index in the country. This shows the power is in decentralised decision making; involvement and power are distributed on the basis (Rosário and Raimundo, 2021). It can have a positive impact as the culture promotes more equality and power and open-mindedness towards the acceptance of the new culture.
• Collectivism vs. Individualism: The country shows individualism in the culture as the people are more focused on promoting individualism instead of the group. This can impact the venture in the negative manner as due to the lack of the team work the venture may finds it difficult to manage the workforce.
• Uncertainty Avoidance Index: The Uncertainty Avoidance Index in the USA is recorded to be low. It is good to have a low rating as it shows the innovation and adaptability to new ideas by the people in the country. It can help the venture to effectively promote the business and its culture in the new market.
• Femininity vs. Masculinity: The USA is considered to be the masculine country where the competition, power and achievement is given preference. This can impact the company in positive way as the home country UK is also the same so it is helpful in adapting to the culture.
• Short-Term vs. Long-Term Orientation: the USA is focused on the Short-Term Orientation where it focuses on the short term outcomes and quick innovation. This shows that people are more prone to value gains achieved in the short term than gains in the long term (Rachmad, 2022). This can have a good impact on the venture to adjust to the culture easily as the UK is also same. It makes it easier for the firm to be able to form strategies and work accordingly.
• Restraint vs. Indulgence: The USA is Indulgence rather than the restraint, where the people prefers to value the leisure, enjoyment and social life instead of following the social norms. This an impact the company in positive manner as the home country follows the same. Through this, the organisation can promote the business food and drink and attract visitors as a part of the cultural enjoyment.

There can be several concerns that the venture may face in entering the new market.

• Due to the high competition in the new market, the venture can face stiff competition, which can lead to the failure of the business. There can be issues with meeting the growing and ever-changing demand of the people in the new market.
• Due to the mixed culture, there may be issues with the acceptance of the new culture by a few people who are not open to the different perspective (Hill, 2022). It can impact the functioning of the company and gain the maximum attention of the people.
• As there is high innovation in the country the venture can face issue in the adoption of the new tools and technology. This challenges the venture to think of the modern methods that fits best to the people and market demand and at the same time win over the competitors.
• The organisation can also face concerns in managing the team and developing the skilled workforce due to the lack of teamwork in the nation. The business can also find it difficult to hire the people from the locality who have a different background and culture than the home country.
• The business also has to face concerns in the short-term strategies rather than the long-term objectives.

CONCLUSION

Based on the above discussion, it can be said that the venture should opt to enter into the new market. This makes the venture adapt to the strategies given below:

• Short term: This may include the promotion using the digital platforms and attracting a large number of people towards the quality sold by the company. It can also conduct the careful market research and try identifying the elements that can combine the different cultures in the people.
• Medium term: For the medium term, the company can strategies to train the employees and make them familiarise with the culture of the home country and promote the Scotland culture. This can resolve the concern of the managing the diverse workforce.
• Long term: For this, the company can focus on the collaboration with the local partners that can help the functioning of the organisation in long-run and meet the competition. The venture for the innovation can adapt to the fully automatic service system such as the use of the robotic in assistance and guidance in the store.

From the above report, it can be concluded that The House of Braur is a famous and luxurious brand based in Scotland and the UK. This deals in the selling of the fashion clothes, goods, gifts and food and drink based on the Scottish taste. This has the strength in the good quality and meeting the demand of the people in the home country. Moreover, there is a great scope for the company to enter into the new market due to various reasons such as the company demand for the product and favourable political, economic and technological conditions. This also benefits the business as the new market shares a similar culture with the home country. However, there are certain concerns, such as innovation, culture, and high competition, that can impact the venture and can be resolved by the right strategies.

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REFERENCES

Books and Journals

AL-Kwifi, O. S., Ongsakul, V., Abu Farha, A. K., Zafar, A. U., & Karasneh, M. (2021). Impact of product innovativeness on technology switching in the global market. EuroMed Journal of Business, 16(1), 25-38.

De Mooij, M. (2021). Global marketing and advertising: Understanding cultural paradoxes.

Gillespie, K., & Swan, K. S. (2021). Global marketing. Routledge.

Hill, C. W. (2022). Global business today. McGraw-Hill.

Ihnatenko, M., Marmul, L., & Romanіuk, I. (2023). Development of competitive strategies by enterprises in the globalization of market. University Economic Bulletin, (57), 45-51.

Kotabe, M. M., & Helsen, K. (2022). Global marketing management. John Wiley & Sons.

Kumar, V. (2024). International Marketing Research: A Transformative Approach. Springer Nature.

Rachmad, Y. E. (2022). Revolutionizing Global Business: The Impact of Management 5.0 on International Corporate Strategies.

Rosário, A., & Raimundo, R. (2021). Consumer marketing strategy and E-commerce in the last decade: a literature review. Journal of theoretical and applied electronic commerce research, 16(7), 3003-3024.

Online

House of Bruar, (2022). The Home of Country Clothing. Online. Available through: <https://www.houseofbruar.com/?srsltid=AfmBOooVDTBXktKQ2A6Vpt10z2frY8j2AU0zmVNK9fYo6gL0RdhC1uTs>

The global economy, (2025). United Kingdom: Political stability. Online. Available through: <https://www.theglobaleconomy.com/United-Kingdom/wb_political_stability/>

Trading economics, (2025). United Kingdom Employment Rate. Online. Available through: <https://tradingeconomics.com/united-kingdom/employment-rate#:~:text=Employment%20Rate%20in%20the%20United,percent%20in%20April%20of%201983>

House of Bruar, (2022). About House of Bruar. Online. Available through: <https://www.houseofbruar.com/about-houseofbruar/>

Statistics, (2024). The 20 countries with the largest gross domestic product (GDP) in 2024. Online. Available through: <https://www.statista.com/statistics/268173/countries-with-the-largest-gross-domestic-product-gdp/#:~:text=In%202024%2C%20the%20United%20States,around%2018.5%20trillion%20U.S.%20dollars>