Global Business Marketing and Environment

Question: Discuss about the Global Business Marketing and Environment. Answer: Introduction: In the globalize business environment, every organizations focus on utilizing effective marketing strategies for fulfilling the business responsibilities in an appropriate manner. Many studies have highlighted the fact that selection of unique and innovative marketing strategies is crucial for creating desired impact on the market (Chang, 2016). Organizations need to cover different aspects including culture, values, believes of a particular economy for fulfilling the business objectives in an appropriate manner. In this study, the focus will be on the prime software technology providers namely Microsoft and its marketing strategy in the Australian market. The study also focuses on to evaluate the implemented marketing strategies impact on the Australian culture. Microsoft always tries to provide revolutionary technological products that completely change the process of daily activities. In this study, the focus will be on Microsoft new technology product namely Windows 10 Mobile and its expected impact on the host country culture. Australian market culture before the introduction of Windows 10 Mobile operating system: As per the article by Baran Galka (2013), mobile phones have become an integral part of modern day lifestyle. It has allowed people to stay connected with each other in a much more easy way. As a result, like any other economies, mobile phone market also has grown rapidly in the Australian market. It has influenced different organizations to develop effective and innovative products to grab the attention of the Australian customers. In 2010, around 25 million mobile phones have sold in the Australian market. The number has increased by around 20% in 2011 indicates the fact that Australian people are becoming more depended on mobile phone gadgets. Armstrong et al. (2014) have highlighted the fact that technological evaluation has influenced mobile phone business sector extremely competitive where people are changing their choice of preference in continues manner. For that reason, all the organizations dealing in the mobile phone business sector focusing on to invest maximum amount on the RD department so that it can able to fulfill the needs to the Australian customers in an appropriate manner. However, Bose, I., Jha Joshi (2014) have highlighted that the market culture of Australia is very much focused on appreciating better technologies in the mobile phone market. Furthermore, trends in Australian market focuses on to evaluate different alternative options, which have created challenges for the organizations. Specifically, as the customers are having more than one options, it has become obvious from the all the organizations to focus on the innovative marketing strategies for fulfilling the business objectives in an appropriate manner. Several studies have highlighted the fact that Apple phones are the first choice of the Australian customers, as it is technologically updated as well as customers friendly. However, Australian mobile phone market is also focusing effective utilization of android operating systems for mobile phones so that it can able to fulfill all the needs of the customers. As per the article by Crawford Crawford (2016), Australian market culture is ve ry much biased towards the android operating system. It has been assessed that around 52% of entire sales units of mobile phones in Australian market runs on android operating system. It highlights the fact that other mobile operating systems like windows have to struggle to develop its market in an appropriate manner. As per the article by De Mooij (2013), Australian market culture is presently facing challenges associated with the retail sales volume of the mobile phones. In 2012, around 40% of the total mobile sales volume has occurred through the retail sales process. However, the number has decreased significantly to 27% in the year of 2015. Therefore, it indicates the fact that people are becoming more technologically advanced and they are looking to purchase mobile and other electronic products from the e-commerce or online platforms as well. For that reason, it has become necessary for the organizations like Microsoft to focus on the technological valuation process for fulfilling the business objectives in an appropriate manner. Many studies have highlighted the fact that Australian people are always looking for new and innovative alternative options for fulfilling the needs of the potential customers (Sabnis Grewal, 2012). Now, operating system is among the prime factors that help organiz ations to create brand loyalty in the mobile phone market. For that reason, Microsoft has invested huge amount to upgrade the Windows operating system to such extent so that it can able to enhance the mobile phone usage culture on an individual. For instance, one of the prime reasons of increasing popularity of android and IPhone operating system is its user-friendly perspective (Ferrell Hartline, 2012). For that reason, it has also induced Microsoft to focus on the development of advance user-friendly operating system for fulfilling the business objectives in an appropriate manner. In addition, it also has established the fact that Microsoft will have to focus on the present market culture of Australian mobile phone market for fulfilling all the entire business objectives in an effective way. Impact of Windows 10 Mobile operating system on the Australian market culture: As per the article by Kotler et al. (2015), Microsoft always has tried to focus on the effective evaluation of the advance technologies for fulfilling the customer needs in an effective way. Specifically, as the Windows mobile operating system has not able to create desired impact on the global market; Microsoft has tried to evaluate all possible factors in an in-depth way so that it can fix all the problems in an appropriate manner. For that reason, Microsoft has developed Windows 10 mobile operating system in such a way so that people do not have to face any challenges at the time of using this operating system. Furthermore, Microsoft has tried to utilize aggressive marketing strategies for reaching close to the potential Australian customers. For that reason, Microsoft has utilized several marketing tools like television and radio for providing necessary information to the customers. It has selected different prime shows or live sports program to utilize advertisements for ensurin g that newly developed operating system can be accepted by the potential Australian customers. As highlighted by Palmatier et al. (2016) Microsoft has consciously provided upgrade options for other Windows mobile phone user to enhance the satisfaction level of the customers in an appropriate way. In addition, Microsoft marketing strategies has tried to highlight the security level of Windows phones compared to any other mobile phone device. For that reason, Microsoft has tried to provide the best possible products for the Australian people so that their preferences pattern become biased towards the Windows 10 mobile operating system. It has been assessed that Windows 10 mobile application has tried to cover all possible aspects for competing with any other smartphones like android or Apple devices in an appropriate way. As per the article by Pagani (2013) internet platform and social media also has created huge amount of impact on the overall market culture in Australia. Specifically, social media has become an integral part of teenagers or young people lives. For that reason, it has become necessary for the Microsoft to focus on the effective utilization of social media and other internet platforms for reaching to the potential customers in an appropriate manner. The marketing strategy of Microsoft will have to utilize political, economical, legal, social and technological factors in an effective way. For instance, Australian government has always tried to influence foreign organizations to focus on the effective utilization of the Australian labor force market for enhancing the economical condition of the society (Wiewiora et al., 2013). Therefore, the marketing strategy of Microsoft will have to focus on utilizing Australian labor force market for creating desired impact on the market. It not onl y will boost up the political culture but also will improve the economical condition of the country (microsoft.com, 2016). Therefore, it has helped Microsoft to represent itself as a responsible corporate citizen. Furthermore, the marketing strategies of Microsoft has tried to maintain all the legislative rules and regulations for ensuring that it is not violating culture of Australian market. In addition, Microsoft has taken several social initiatives like educating poor children and reducing the adverse impact on environment as much as possible so that people can feel some kind on emotional connection with the products. It has been assessed that the marketing strategy of Microsoft has also focused on utilizing strong global brand name of the organization to enhance the trust level among the customers. For that reason, it has tried to utilize different types of sponsorship programs to get close to the customers in an appropriate manner (Singh, 2014). The marketing strategy of Micro soft has also focused on providing seasonal discounts and offers to the Australian customers for enhancing the sales volume at the desired level. It has also ensured that all the Australian people receive the superior quality of customer services, as it will ensure the satisfaction level of the customers remain at the desired level. Conclusion: From the above discussion, it can be assessed that effective utilization of marketing strategy is necessary for fulfilling all the business objectives in an appropriate manner. Specifically, global brands like Windows 10 mobile of Microsoft has to focus on the utilizing several marketing strategies for achieving greater share of the market. However, the study has also highlighted the fact that initiated marketing strategy has to consider culture of the host country, as it will help the organization to get close to the potential customers in an appropriate way. 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