Unit 7 Discussion: Planning for Global Market

June 14, 2022

To understand each of the wide variety of cultures that the brand competes in, the consultancy

would have to conduct exploratory research. In exploratory research, the consultancy could

review customer feedback data, and identity the patterns. Cultural differences could be used to

identify customers that have different expectations, satisfaction levels and needs. Survey-based

information could also be used for research. The consultancy could develop online surveys. The

surveys could be shared via various social media platforms such as Twitter and Facebook.

Potential and existing customers could be requested to fill the online surveys. Online surveys

would be fast, cheap and easy to analyze. They would also be easy to use for both researchers

and participants. The surveys would help to understand more about the customers.

The consultancy could modify the social responsibility campaigns to accommodate the major

markets. It would have to identity the needs of cultures and societies in different parts of the

world. After identification of needs, the campaigns would then be modified to accommodate

major markets. The social responsibility campaigns could focus on the environment initiatives

that are undertaken in different regions. There are initiatives such as reducing the use of toxic

substances, planting more trees, reducing the level of waste and consumption. The social

responsibility campaign could accommodate the needs of the major markets by identifying and

complying with the environment initiatives and needs. Most markets are focused on reducing

environmental pollution. There are; however, different priorities and approaches undertaken in

different markets. The social responsibility campaigns could be modified by including activities

such as helping the homeless.

REFERENCES

Pfau, M., Haigh, M. M., Sims, J., & Wigley, S. (2018). The influence of corporate social

responsibility campaigns on public opinion. Corporate Reputation Review, 11(2), 145-154.