2. the Changing Global Business Environment Required Versatile Marketing Tools to Stay Ahead of the Competitors

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The Changing Global Business Environment

Global Business Environment (Group assignment )

Prepare for: Dato Dr. Mohd. Padzil Hashim

Prepare by: Abdullah Salem - MR101034

Muhammad Ab RashidMR091294

Roziyati OthmanMR091290

14/04/2012


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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 Topic Page

1 Introduction 1

2 Knowledge

2.1 Knowledge - Mindset

2.2 Knowledge Customer and Competitor 2

3 Tools of Marketing 6

4 Approaches strategies 7

5 Conclusion 8

6 Referral 9

Appendix 10


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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.


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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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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 weare going to do business which means we

must have a focus related to the businesses; wemust know where

to play and not to play because wecant 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


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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) Zone A International Level

(ii) Zone B Country and State Level

(iii) 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) Publicity and

(ii) 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.


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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. What is your competitive advantage?

iii. What is your target audience?

iv. What is marketing strategies will be use?

v. What is your niche market?

vi. What is your identity?

vii. 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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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
http://www.amazon.com/http://www.amazon.com/http://www.amazon.com/http://www.ibs.utm.my/http://www.ibs.utm.my/http://www.ibs.utm.my/http://www.ibs.utm.my/http://www.amazon.com/


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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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Others

No cost marketing combination of above part

Taxi ads Notice board Bus ads

Journal

Press conference

On-table ads

Documents

2. the Changing Global Business Environment Required Versatile Marketing Tools to Stay Ahead of the Competitors