GLOBALIZATION

o Globalization is a term used to describe how trade and technology have made the world into a
more connected and interdependent place.
o It also captures in its scope the economic and social changes that have come about as a result.
o It is a term used to describe the increasing connectedness and interdependence of world
cultures and economies
o People, money, material goods, ideas, and even disease and devastation have traveled these
silken strands, and have done so in greater numbers and with greater speed than ever in the
present age.
o Primary aspects of globalization are:
1. Trade and transactions
2. Capital and investment movement
3. Migration
4.Dissemination of knowledge
o Types of Globalization
1. Economic Globalization
2. Cultural Globalization
3. Political Globalization
4. Ideological Globalization
 1. Market Presence
Sparx is an Indian footwear brand primarily known for its sports Puma, on the other hand, is a German multinational corporation
shoes and casual footwear. While it has a significant presence in the specializing in athletic and casual footwear, apparel, and
Indian market, it has also expanded its reach to other countries, accessories. Puma has a much broader global presence, with
particularly in South Asia, the Middle East, and Africa. operations in numerous countries across Europe, the Americas,
Asia-Pacific, and Africa.
2. Product Range and Target Market
Sparx primarily focuses on offering affordable sports shoes and Puma offers products catering to various sports and lifestyle
casual footwear targeted towards the mass market, particularly categories, it produces apparel and accessories for activities such
in emerging economies like India. Its product range includes as running, football, basketball, golf, and motorsports. It targets a
shoes for running, walking, and casual wear. diverse customer base, including athletes, fitness enthusiasts, and
fashion-conscious consumers.
3. Globalization Strategies
Sparx has adopted a gradual approach to globalization, initially Puma has pursued an aggressive globalization strategy,
focusing on neighboring countries and regions with similar establishing subsidiaries and distribution networks worldwide. It
market characteristics to India. It has expanded its distribution has leveraged sponsorship deals with global sports teams and
networks and established partnerships with local retailers to athletes to enhance brand visibility and appeal across different
penetrate international markets effectively. regions.
4. Brand Image and Perception
Sparx is perceived as a value-for-money brand offering Puma is renowned for its innovative designs, high-quality products,
affordable and functional footwear. It has gained popularity and association with sports and lifestyle icons. The brand exudes a
among budget-conscious consumers, especially in its primary sense of athleticism, style, and performance, appealing to a broad
market, India. spectrum of consumers globally.
 Advantages
• Affordable Pricing
• Comfortable Designs
• Diverse Product Range
• Brand Recognition
• Localized Designs.
Disadvantages
• Limited Global Presence
• Perceived Quality
• Limited Innovation
• Brand Positioning
• Distribution Challenges
• Global Brand Recognition
• Innovative Products
• Wide Product Range
• Sponsorship and Partnerships
• Fashionable Designs
• Premium Pricing
• Competition
• Counterfeit Products
• Supply Chain Risks
• Environmental and Ethical Concerns

In summary, while both Sparx and Puma operate in the footwear industry, they differ in terms of their market
presence, product offerings, globalization strategies, and brand perceptions. Sparx primarily targets the
mass market in emerging economies, whereas Puma has a broader global presence with a diverse product
range catering to athletes and fashion-conscious consumers worldwide.