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The 20th Century Redbull Marketing Essay

.0. Introduction

1.1. Background and Academic Context

Prehistorically, Globalisation is defined as an emerging network that belongs to economical and social systems (Online etimologi dictionary, non paginated) . Roland Robertson (1992) was the first person to define globalisation as "the understanding of the world and the increased perception of the world as a whole". However later definitions have varied as there were many more complexities associated to the word globalisation (Dr. Nayef R.F. 2006). Thompson Larsson (2001) states that globalisation as a process that condenses the world's size to promote mutual wellness. Although Kenichi Ohmae (1992), Robert Cox (1994), Anthony McGrew (1999), Thomas Friedman (1998) and David Henderson (2004) suggests that globalisation is about taking down borders and breaking barriers around the world, Herman E. Daly (1999), Anthony Giddens (1998), Teitel (2005) and Majid Tehranian (1998) contradicts this by stating that this may not always have a positive impact on the economy of developing countries. These researches suggests that it is insecure for a nation as an individual to liberalise their migration laws and border security control for several safety, national security reasons. Globalisation at large aims to promote trade and break these barriers, however in doing so a country can get subject to unwanted threats. Therefore in a wider perspective, Jan Aart Scholte (2002) claims and modern researches a such as Dr. Nayef R.F. (2006), Larry Ray (2007), Jim Sheffield et al (2013) and Usman Riaz Mir et al. (2014) agree that the nature of the word globalisation is relative and has no definite definition but it definitions is contextual to the situation that the word is applied at.

1.2. Rationale for the Research

Globalization has facilitated the evolution of marketing and it impacts the strategies used by corporations. Imperatively, marketing strategies are started domestically in the central offices of a firm and thereafter shift international by extension. Subsequent to going international, the companies are forced to alter their marketing mix and adapt to multinational strategies. In addition, the global markets can be opportunistic but at the same time largely unpredictable. This necessitates well- thought out strategies. This is for the reason that when marketing globally, the company increases the number of players into the mix. In this regard, the inference of global marketing is that these strategies must provide for susceptible international markets and also be at par with acquisition and logical prospects that impact the marketing mix (Hosmer, 2018).

Globalization has also facilitated the diffusion and adoption of technology across borders. This has impacted marketing strategies as it has forced companies to incorporate technological aspects such as social media channels and "omni-channels "into their marketing strategies. Cook (2014) outlines that the present-day consumers have accessibility to a more extensive range of technologies compared to generations in the past, with numerous consumer segments having being brought up with or largely swayed by technology. Changing lifestyles imply that "consumers in the contemporary "wish to conduct the purchasing process at a period and time that is suitable to their individual needs, utilizing technology that they actually have. Furthermore, this is an effective strategy for the reason that research also demonstrates that, in an event that these consumer segments are completely engaged by means of online and social media channels, they can end up being very loyal consumers. Cook (2014) delineates that behaviourally, these consumer segments insist on having a suitable and gratifying setting in which to conduct product research at a place and time that is suitable to them.

1.3. Significance of Topic

As it can be seen above, the application of globalization in marketing is influenced by various factors not limited to digital technology, culture, international

.0. Introduction

1.1. Background and Academic Context

Prehistorically, Globalisation is defined as an emerging network that belongs to economical and social systems (Online etimologi dictionary, non paginated) . Roland Robertson (1992) was the first person to define globalisation as "the understanding of the world and the increased perception of the world as a whole". However later definitions have varied as there were many more complexities associated to the word globalisation (Dr. Nayef R.F. 2006). Thompson Larsson (2001) states that globalisation as a process that condenses the world's size to promote mutual wellness. Although Kenichi Ohmae (1992), Robert Cox (1994), Anthony McGrew (1999), Thomas Friedman (1998) and David Henderson (2004) suggests that globalisation is about taking down borders and breaking barriers around the world, Herman E. Daly (1999), Anthony Giddens (1998), Teitel (2005) and Majid Tehranian (1998) contradicts this by stating that this may not always have a positive impact on the economy of developing countries. These researches suggests that it is insecure for a nation as an individual to liberalise their migration laws and border security control for several safety, national security reasons. Globalisation at large aims to promote trade and break these barriers, however in doing so a country can get subject to unwanted threats. Therefore in a wider perspective, Jan Aart Scholte (2002) claims and modern researches a such as Dr. Nayef R.F. (2006), Larry Ray (2007), Jim Sheffield et al (2013) and Usman Riaz Mir et al. (2014) agree that the nature of the word globalisation is relative and has no definite definition but it definitions is contextual to the situation that the word is applied at.

1.2. Rationale for the Research

Globalization has facilitated the evolution of marketing and it impacts the strategies used by corporations. Imperatively, marketig strategies are started domestically in the central offices of a firm and thereafter…

.0. Introduction

1.1. Background and Academic Context

Prehistorically, Globalisation is defined as an emerging network that belongs to economical and social systems (Online etimologi dictionary, non paginated) . Roland Robertson (1992) was the first person to define globalisation as "the understanding of the world and the increased perception of the world as a whole". However later definitions have varied as there were many more complexities associated to the word globalisation (Dr. Nayef R.F. 2006). Thompson Larsson (2001) states that globalisation as a process that condenses the world's size to promote mutual wellness. Although Kenichi Ohmae (1992), Robert Cox (1994), Anthony McGrew (1999), Thomas Friedman (1998) and David Henderson (2004) suggests that globalisation is about taking down borders and breaking barriers around the world, Herman E. Daly (1999), Anthony Giddens (1998), Teitel (2005) and Majid Tehranian (1998) contradicts this by stating that this may not always have a positive impact on the economy of developing countries. These researches suggests that it is insecure for a nation as an individual to liberalise their migration laws and border security control for several safety, national security reasons. Globalisation at large aims to promote trade and break these barriers, however in doing so a country can get subject to unwanted threats. Therefore in a wider perspective, Jan Aart Scholte (2002) claims and modern researches a such as Dr. Nayef R.F. (2006), Larry Ray (2007), Jim Sheffield et al (2013) and Usman Riaz Mir et al. (2014) agree that the nature of the word globalisation is relative and has no definite definition but it definitions is contextual to the situation that the word is applied at.

1.2. Rationale for the Research

Globalization has facilitated the evolution of marketing and it impacts the strategies used by corporations. Imperatively, marketing strategies are started domestically in the central offices of a firm and thereafter shift international by extension. Subsequent to going international, the companies are forced to alter their marketing mix and adapt to multinational strategies. In addition, the global markets can be opportunistic but at the same time largely unpredictable. This necessitates well- thought out strategies. This is for the reason that when marketing globally, the company increases the number of players into the mix. In this regard, the inference of global marketing is that these strategies must provide for susceptible international markets and also be at par with acquisition and logical prospects that impact the marketing mix (Hosmer, 2018).

Globalization has also facilitated the diffusion and adoption of technology across borders. This has impacted marketing strategies as it has forced companies to incorporate technological aspects such as social media channels and "omni-channels "into their marketing strategies. Cook (2014) outlines that the present-day consumers have accessibility to a more extensive range of technologies compared to generations in the past, with numerous consumer segments having being brought up with or largely swayed by technology. Changing lifestyles imply that "consumers in the contemporary "wish to conduct the purchasing process at a period and time that is suitable to their individual needs, utilizing technology that they actually have. Furthermore, this is an effective strategy for the reason that research also demonstrates that, in an event that these consumer segments are completely engaged by means of online and social media channels, they can end up being very loyal consumers. Cook (2014) delineates that behaviourally, these consumer segments insist on having a suitable and gratifying setting in which to conduct product research at a place and time that is suitable to them.

1.3. Significance of Topic

As it can be seen above, the application of globalization in marketing is influenced by various factors not limited to digital technology, culture, international platform and trade. Hence, since globalisation evolves by it nature with time, it is significant to understand its method of change. Thus, this study lays a specific emphasis on the events of the 20th century as its objectives is to understand the nature of how globalisation evolves and to understand how globalisation drives changes in marketing for Red bull in order to understand the nature of evolution of globalisation and thus adaptation of marketing as a response to the evolution of globalisation.

1.4. Aim of Study

This research is aimed at exploring the extent to which globalisation has impacted the core marketing principles of Red Bull with regards to the change of time, technology, socio cultural interconnectedness leading to an overall evolution of globalisation across time from the 20th century to the 21st century and as a result, which could lead to a change in the effectiveness of the product and promotional strategies as a response to customer expectation adopted by Red Bull with future prospect.

1.5. Research Objectives

1. To Critically analyse knowledge on different marketing strategies in response to globalization by reviewing relevant academic literature.

2. To critically explore the extent to which globalisation has changed since the 20th century with regards to Red Bull.

3. To critically evaluate the benefits and drawbacks of globalisation on Red Bull's core marketing principles.

4. To understand the link between the evolution of globalisation between fundamental principles of marketing adopted by Red Bull.

5. To discover optimum ways in which Red Bull can adapt to global scenarios via modification of existing marketing strategies with an emphasis on customer expectations.

1.6. Research Questions

1. How does evolution of globalisation since the 20th century impact and evolve the efficiency of core marketing principles of Red Bull?

2. How does understanding the past trends and the nature of evolution of globalisation since the 20th century predict relevant future prospects with regards to promotional strategies for Red Bull?....

4. What trends since the 20th century caused due to globalisation has negatively impacted the product and brand Red Bull?

5. How has Red Bull overcome any obstacles caused via globalisation with regards to customer expectations since the 20th century?

1.7. Research Outline

This research is aimed at exploring the extent to which globalisation has impacted the core marketing principles of Red Bull with regards to the change of time, technology, socio cultural interconnectedness leading to an overall evolution of globalisation across time from the 20th century to the 21st century and as a result, which could lead to a change in the effectiveness of the product and promotional strategies as a response to customer expectation adopted by Red Bull with future prospect.

To do this the reports starts with a research proposal that outlines a detailed plan. This plan induces aims, objectives, reasons for choosing the research project, literature sources searched, Gantt chart to show activities and timescales, philosophical standpoint of the researcher with a pragmatic approach, methodologies of conducting primary research and research ethics approval form. The research then demonstrates a Critical that entails the introduction of literature in terms of history of globalisation then it moves on to assess the evolution of globalisation. Lastly to address the research question more clearly, the literature review discusses the impact of globalisation on marketing and marketing strategies. Next the research proceeds to collect primary data using a questionnaire. Using the data collected from the questionnaire, a semi structured interview format was constructed to interview a marketing professional. After this the research adopts a timeline from a secondary source as an extension of Critical Literature Review and critically analyses the marketing strategies of Red Bull since the 20th century using quantitative data collected from questionnaire and qualitative data collected from interview. In doing so the research was able to provide an answer to the aforementioned research question, simultaneously providing recommendations for Red Bull. Lastly this report conducts a reflection in order to account for any biases and researcher reflexivity so that this report becomes more reliable.

2.0. Literature Review

2.1. Introduction of literature

Globalization has caused remarkable changes to business practices all over the world. Globalization considers the practice of increasing social and cultural interconnectedness, political autonomy, in addition to economic, financial and market assimilations that are steered by progressions in communication and transportation know-hows and trade liberalization (Orozco, 2002). In turn, globalization has led to major changes in business conduct and marketing activities in companies across the globe. Moreover, these changes have given rise to impacts in marketing activities and marketing strategies of firms across the globe (Mann and Gotz, 2006). Although the literature cited above have been written by not more than two authors which suggests that there could have been possible errors when accounting for researcher reflexivity, the book was edited and published by a reliable source called "Greenwood publishing group". While the contents within this book may be historic as it was written before the past decade, it is essential to understand the prehistoric setting in order to apply the concept of globalisation in the contemporary setting with modern definitions as follows. In the present-day setting, the notion of globalization has come to be one of the most significant ones impact the operations of numerous organizations across the world. The transformations taking place in the society, encompassing the alterations in terms of technology and communication have given rise to the modification of business and marketing practices and strategies, with the objective of dealing with such changes (Pride and Ferrell, 2016). The 7th edition of this book was used which suggests this source is fairly relevant and strives to stay up to date. Many concepts within this literature seems to be an improvement of the prehistoric literature. Since no independent researches with in the book was cited, and owing to the reason that the book takes a comprehensive approach as the book cites over 500 sources of literature, the inferences made from this book could be generalised in the contemporary setting. Furthermore, this literature could be argued as a very relevant source in academia because it was published by Cengage Learning who has operates in 20 different countries providing educational content. Bearing this in mind, multinational companies incessantly develop and enhance their marketing programs and initiatives to meet the standards of consumers and provide them with satisfactory products and servers across national boundaries (Dibb et al., 2005). Since this literature is written by 4 authors, it considers a balanced approach as it accounts for possible biases, reflexivity via peer review. This improves the credibility of this source. Although this is a relatively old piece of work, this literature is known to have been cited in over 1000 articles (googlescholar.com, 2019, non-paginated) which suggests that this source is reliable as well. Page number 850 from this literature considers to take a global approach as it cites multiple researches, improving the generalisability. Furthermore, there are several editions of the same literature that were released after this book, however for the purpose of this assignment, the 5th edition had the most access comparatively.

2.2. Evolution of globalisation

Globalization considers the increasingly associations of culture, persons, and economic activity. As a whole, it encompasses the international distribution of the production of goods and services by means of reducing or eradicating barriers to international trade such as import quotas, tariffs as well as import quotas (Fischer, 2003). This review amalgamates is an amalgamation of a personal longitudinal study and review of multiple researches. The literature often uses words such as "I" and "me" that portrays a biased approach to assessing globalisation. Furthermore, this work was not peer reviewed nor edited which suggests that this source lacks credibility. However, the reviewer uses both quantitative and qualitative data to draw out meaningful conclusion. Therefore, this researcher has a pragmatic approach which improves the reliability of the review. Since most of the personal claims made by the researcher is backed up with an empirical research that travels across the timelines of the 19th century, this review condenses the evolution of globalisation in a compact manner and hence was used for the purpose of this report, ignoring the fact that it was written in 2003. The evolution of globalization is linked to the modern era that is deemed to be its foundation. In this epoch, extensive development took place in the field of infrastructure and connectivity. This has resulted to progressively more interaction between countries and sharing of notions and ideas and culture (Gander, 2017, Pg: 168). This is a modern source which makes the conclusions up to date with the contemporary setting as the literature considers the scenario in an ever so changing environment. However, the chapter used had only cited a single source from the institute for development and international relations. While the cited source can be as a reliable source, the conclusions are made from a single point of view which could decrease the credibility of the work however the publisher, "Taylor and Francis Group" is known for publishing "quality peer reviewed journals" (taylorandfrancis.com, 2019, non paginated) which justifies the credibility of the literature. The industrial revolution during the 19th century was a key epoch in the evolution of globalization. Imperatively, owing to the industrial revolution, there was a major rise in the quality and quantity of the products. This resulted in greater exports and enhanced trade and business associations (Ferreira, Pessoa and Dos Santos, 2013). This research is fairly modern and can be applied to the contemporary setting. The research methodology uses qualitative data. The researchers hence use a positivist approach. Although, it is very difficult for a positivist to explain social phenomena such as globalisation as it is notoriously hard to mould the concept of globalisation into numbers. However, in this case the researchers were able to successfully establish solid "t" values and devise certain formula thereon that directly proves the claim that the researchers made as a positivist approach establishes a cause and effect relationship. In this case the cause was globalisation and the effect were trade. This research could be replicated under the same conditions and therefore is generalisable. The research is reliable as it cites over 30 relevant sources. The source is credible because it uses a positivist approach. The period of pre-globalization perchance came to a culmination subsequent to the First World War. In a modern perspective, globalization came into manifestation after the Second World War. A key aspect that brought this about is the objective of leaders of the world to break down the different borders for cultivating trade associations between countries. Furthermore, it was at this particular point in time that numerous other nations attained their independence and begun having their own economic systems and instituted trade relations with the rest of the globe (Horowitz, 2004). Although this literature is an old source and could be deemed out of date, this research only comments about world war one which was a prehistoric event and therefore relevant in this context. The journal uses constructivism as it uses qualitative data. However, while this interpretivist approach does not establish a cause and effect relationship, it critically examines the WW1 in much greater detail and in context to globalisation. Furthermore, this journal cites over 60 credible sources that backs up all the claims which improves the credibility of the research. This research is published by sage publication which is a reliable publication, however, the contents within this research can never be replicated as WW1 was an event that will never repeat and therefore no comments can be made regarding the generalisability of this research.

Globalization in the 21st century has facilitated a contemporary form of globalization helped by the speed and scope of global assimilation emanating from unparalleled advancements and reduction in the cost of technology, communications, science, industry and transportation. In the present day, markets have grown to be more intertwined and the process has been made more efficacious by the ability to create products whose constituents are manufactured in various locations across the globe (McLellan, 2005). Furthermore, the capability to move information and products in a simple manner and cost-effectively from one nation to another and locate the manufacturing process where labour and work practices are less costly has transformed the production pattern and consumption as well. Globalization in the 21st century is embodied by enhanced technology in transportation and telecommunications, the grown of multinational corporations and the movement of people and capital (Nederveen Pieterse, 2012). This source is a peer reviewed journal which suggests that the researcher has accounted for all their biases and taken that into consideration before making any recommendations which makes this paper reliable. This literature was published by Wiley Publication which has been established about 200 years ago hence making this literature credible. Lastly the researchers use a pragmatic approach as it amalgamates positivism to establish cause and effect relationship and interpretivism to justify meaningful conclusions drawn from quantitative data and other literatures accordingly. This, to a certain extent, improves the generalisability of this research as the quantitative part of this research can be replicated.

2.3. Impact of globalisation on Marketing and Marketing Strategies.

Globalization has increased radically in

Sources used in this document:

References

CBS News (2014) 'Drink Red Bull_ You may have $10 coming to you - CBS News'.

CetinBigat, E. (2012) 'Guerrilla Advertisement and Marketing', Procedia - Social and Behavioral Sciences, 51, pp. 2022–1029.

Johansson, J. K. (2010) 'Global Marketing Strategy', Wiley International Encyclopedia of Marketing. Available at: https://onlinelibrary.wiley.com/doi/full/10.1002/9781444316568.wiem01024.

Kunz, R., Elsässer, F. and Santomier, J. (2016) 'Sport-related branded entertainment: the Red Bull phenomenon', Sport, Business and Management: An International Journal, 6(5). doi: 10.1108/sbm-06-2016-0023.

Levitt, T. (1997) 'The Globalization of Markets', Harvard Business Review. doi: 10.1007/978-3-642-59246-1.

Omalaja, M. A., Eruola, O. A. and College, I. (2011) 'Strategic Management Theory?: Concepts , Analysis and Critiques in Relation to Corporate Competitive Advantage from the Resource ? based Philosophy', Economic Analysis, 44(1–2), pp. 59–77. Available at: file:///Users/zaireenzainal/Downloads/strategic management.pdf.

Naghi, R. I., & Para, L. (2013). The Effects of Globalization on Marketing. GSTF Journal on Business Review, 2(3).

Red Bull (2020) Red Bull Energy Drink - Official Website?:: Energy Drink?:: Red Bull International. Available at: https://www.redbull.com/int-en/energydrink.

Saunders, M., Lewis, P. and Thornhill, A. (2009) 'Understanding research philosophies', in Creative Research, pp. 42–51. doi: 10.5040/9781474247115.0016.

Susan, D. and Craig, S. (2010) 'Global Marketing Strategy - Johansson - 2010 - Major Reference Works - Wiley Online Library', International Marketing. Available at: https://onlinelibrary.wiley.com/doi/full/10.1002/9781444316568.wiem01024.

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