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The Marketing Evolution Globalization And Redbull Research Paper

.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 etymology dictionary, non non-paginated) . Roland Robertson (1992) was the first person to define globalisation globalization 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 with the word globalisation globalization (Dr. Nayef R.F. 2006). Thompson Larsson (2001) states that globalisation globalization as a process that condenses the worlds 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 globalization 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 suggest that it is insecure for a nation as an individual to liberalise liberalize theirmigration laws and border security control for several safety, national security reasons. Globalisation Globalization 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 globalization is relative and has no definite clear definition but. Still, its definitions is are contextual to the situation that the word is applied at.

1.2. Rationale The 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 after that, shift international by extension. Subsequent toAfter going international, the companies are forced to alter their marketing mix and adapt to multinational strategies. In additionAlso, 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 omniOmni-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 thatf these consumer segments are completely engaged by means ofthrough 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.

Globalization, characteristic by declining trade barriers, economic integration, and new global

.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 etymology dictionary, non non-paginated) . Roland Robertson (1992) was the first person to define globalisation globalization 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 with the word globalisation globalization (Dr. Nayef R.F. 2006). Thompson Larsson (2001) states that globalisation globalization as a process that condenses the worlds 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 globalization 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 suggest that it is insecure for a nation as an individual to liberalise liberalize theirmigration laws and border security control for several safety, national security reasons. Globalisation Globalization 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 globalization is relative and has no definite clear definition but. Still, its definitions is are contextual to the situation that the word is applied at.

1.2. Rationale The rationale for the Research

Globalization has facilitated the evolution of marketing, and it impacts he strategies used by corporations. Imperatively,…

.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 etymology dictionary, non non-paginated) . Roland Robertson (1992) was the first person to define globalisation globalization 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 with the word globalisation globalization (Dr. Nayef R.F. 2006). Thompson Larsson (2001) states that globalisation globalization as a process that condenses the worlds 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 globalization 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 suggest that it is insecure for a nation as an individual to liberalise liberalize theirmigration laws and border security control for several safety, national security reasons. Globalisation Globalization 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 globalization is relative and has no definite clear definition but. Still, its definitions is are contextual to the situation that the word is applied at.

1.2. Rationale The 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 after that, shift international by extension. Subsequent toAfter going international, the companies are forced to alter their marketing mix and adapt to multinational strategies. In additionAlso, 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 omniOmni-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 thatf these consumer segments are completely engaged by means ofthrough 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.

Globalization, characteristic by declining trade barriers, economic integration, and new global markets, has resulted in significant changes in the global marketing landscape, presenting both contemporary opportunities and threats (Agarwal & Wu, 2018). As an outcome of globalization, companies now cancan now produce goods and services for diversified international markets, while consumers can reach suppliers worldwide. With globalization, the global market place has transformed into a borderless village due to the explosive growth of the internet. Exponential growth in innovation and technological advances has fostered the production of new products and services across markets and countries. Consequently, electrotonic commerce is dominating the retail market, transforming the approach to marketing. This evolution, therefore, necessitates a review of marketing strategies to incorporate new methodologies that addresses brand management and positioning in a global arena.

The literature identifies that traditional advertising, such as traditional printed advertisements that target the mass market as opposed to the target audience, is more costly to a brand (Arora, Bacouel-Jentjens & Edmonds, 2018). According to Kresh et al., (2018), marketing strategies tailored to specific demographic audiences and targeting consumer connection is more cost cost-effective and efficient. Social media platforms are one of the fastest fastest-growing platforms for digital marketing. Social media platforms are one of the fastest fastest-growing platforms for digital marketing. Agarwal & Wu (2018) notes that contemporary research on global marketing research focuses on conventional marketing strategy with minimal focus on the changing marketing strategy landscape of the twenty-first century.

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, an international platform, and trade. Hence, since globalisation globalization evolves by its 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 are to understand the nature of how globalisation globalization evolves and to understand how globalisation globalization drives changes in marketing for Red bull in order to understand the nature of the evolution of globalisation globalization and thus the adatation of marketing as a response to the evolution of globalisationglobalization.

1.4. Aim of the Study

This research is aimed at exploring the extent to which globalisation globalization 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 globalization 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 a future prospect.

1.5. Research Objectives

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

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

3. To critically evaluate the benefits and drawbacks of globalisation globalization on Red Bulls core marketing principles.

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

5. To discover .......strategies with an emphasis on customer expectations.

1.6. Research Questions

1. How does the evolution of globalisation globalization since the 20th 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 the evolution of globalisation globalization since the 20th century predict relevant future prospects with regards to promotional strategies for Red Bull?

3. How has globalisation globalization driven a change in customer expectations in the soft drink industry?

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

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

1.7. Research Outline

This research is aimed at exploring the extent to which globalisation globalization 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 globalization 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 the 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, l. Literature sources searched, Gantt chart to show activities and timescales, the 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 Literature Review that entails the introduction of literature in terms of the history of globalisationglobalization; then it moves on to assess the evolution of globalisationglobalization. Lastly, to address the research question more clearly, the literature review discusses the impact of globalisation globalization 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 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 cCritical lLiterature rReview and critically analyses the marketing strategies of Red Bull since the 20th century using quantitative data collected from questionnaires and qualitative data collected from interviews. 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

2.0. Introduction to 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 has been written by not more than two authors which who 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 globalization 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 dealingto deal 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 were 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 generalized 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 operated 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 authorsfour authors write this literature, 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 taketaking 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, h. However, for the purpose of this assignment, the 5th edition had the most access comparatively.

2.1. Theoretical Framework

A comprehensive review of contemporary literature on marketing strategy identifies two pertinent theoretical underpinnings; 4P marketing theory and the 4C marketing theory. In general, these two theories emphasize either a product cantered strategy or a customer customer-centered strategy.

2.1.1. 4P Marketing Theory

Known also as the Marketing Mix Theory, The 4P marketing theory was put forward by Professor Jerome McCarthy (1964) as an approach to making marketing plans actionable. The conceptual framework of the 4P theory entails an optimal combination of product, price, place, promotion. According to Dang (2015), the product is the foremost and pivotal marketing element. Product is defined as the actual product or service on offer for acquisition by the customer. Price is defined classified as the amount charged for a product or service or a product. The price elements generate income, h. Hence its a key competitive tool. In establishing the price, a brand needs to maximize profits, expand the sales and market share, and stand out from the competitors. Its also one of the flexible marketing mix elements enabling adaption to constant changes. The place, also referred to as a distribution, is defined as the process and methods through which the products or services reach customers. This element entails actions related to the shipping of goods and services from producer to consumer. Promotion is a n element of variable in the marketing mix that entails product information dissemination. Promotion entails actions that seek to establish a smoother relationship between the brand and the consumer.

Scholars have adapted adopted the 4P theory to include other Ps with Booms and Bitner (1980) incorporating new 3Ps-Process, participants, physical evidence to the marketing mix conceptual framework. In addition to Booms and Bitner (1980), Goldsmith (1999) proposed personalization as an addition to the marketing mix conceptual framework. Kent and Berman Brown, (2006) argue that since the additional Ps do not promote converge in the application, the 4Ps remain the primary marketing mix. The 4P theory has been critiqued its production-oriented definition of marketing, which enterprises from cultivating a long-term relationship with customers (Gummesson, 1999; Hyman,2002; Grnroos, 2004). The theory emphasis on one-to-more communications between customers and enterprises that limits the marketing strategy from tailored products addressing the differences in customers. The 4Ps theory considers customers as passive elements of marketing, h. Hence it doesnt promote the personification of marketing activities.

2.1.2. 4C Marketing Theory

Schultz, Tannenbaum, and Lauterborn, (1993) proposed the customer customer-centric 4 Cs classification as a response to the changing paradigm that shifts in the marketing strategies with the focus to the customer relational viewpoint. The conceptual framework of the 4C theory entails an optimal combination of consumer, cost, convenience, and communication strategies. The theory proposes a transformation from a product product-centric 4Ps strategy to a customer customer-centric 4Cs strategy. This transformation is accomplished by converting the product into customer solution, price into a cost to the customer, place into convenience, and promotion into communication, or the 4Cs (Chaffey and Smith, 2017). The 4C framework advocates for consumers perspective in marketing and proposes an adaption of the 4Ps into 4Cs by converting products to customer solutions, place into convenience, price into a cost to the customer, and promotion into communication.

The theory advocates that brands need to integrate the suggestions of customers to meet their demands. The customer customer-centric approach holds that customer demand satisfaction, customer satisfaction improvement, customer purchase costs reduction, convenience in the process of purchase as the top priority of a winning marketing strategy. The 4C theory holds that effective marketing communication as the center of marketing strategy. Therefore, the strategy enables the brand to understand its audience prior tobefore developing a new product.

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 ofusing 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 a review of multiple researches. The literature often uses words such as I and me that portrays a biased approach to assessing globalisationglobalization. Furthermore, this work was not peer peer-reviewed nor edited, which suggests that this source lacks credibility. However, the reviewer uses both quantitative and qualitative data to draw out a 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 are 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 mannermpactly condenses the evolution of globalization 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 in progressively more interaction between countries and the sharing of notions and ideas and culture (Gander, 2017, Pg: 168). This is a modern source which that 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 globalization as it is notoriously hard to mould the concept of globalisation globalization 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 globalisationglobalization, and the effect were was trade. This research could be replicated under the same conditions and therefore is generalisablegeneralizable. 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 toafter the First World War. In From 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 interpretive approach does not establish a cause and effect relationship, it critically examines the WW1 in much greater detail and in context to globalisationglobalization. .

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 the sage publication,

Sources used in this document:

References

Agarwal, J. and Wu, T. (2018) Emerging Issues in Global Marketing, Emerging Issues in Global Marketing. doiDOI: 10.1007/978-3-319-74129-1.

Arora, A. S., Bacouel-Jentjens, S., and Edmonds, J. J. (Ed). (2018) International Marketing and Management Research. Available at: http://www.palgrave.com/gp/series/14845.

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.

Chaffey, D. (2017) ‘Digital Marketing Trends for 2017 | Smart Insights’, Smart Insights. Available at: https://www.smartinsights.com/managing-digital-marketing/marketing-innovation/digital-marketing-trends-2016-2017/.

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

Kotabe, M., and Helsen, K. (2010). GLOBAL MARKETING MANAGEMENT. 5th edn. John Wiley & Sons, Inc.

Kresh, H. et al. (2018) ‘Online Advertising: Creating a Relationship Between Businesses and Consumers’, Global Business Value Innovations, pp. 47–61. doiDOI: 10.1007/978-3-319-77929-4_4.

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). doiDOI: 10.1108/sbm-06-2016-0023.

Levitt, T. (1997) ‘The Globalization of Markets’, Harvard Business Review. doiDOI: 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.

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. doiDOI: 10.5040/9781474247115.0016.

Schlegelmilch, B. B. (2016) Global Marketing Strategy: An Executive Digest. Springer International Publishing, Switzerland. Available at: http://www.springer.com/series/10101.

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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