Research Proposal
Research Proposal
1. Proposed working title
Global Marketing versus Domestic Marketing- a critical Evaluation.
2. Research Background/ Context
This research is focused to understand how a Global company is able to adapt to different marketing situation that is existing in different countries. A company can said to be Global if it can sell its products at a reasonable price with a dependable quality in every nation it serves. The concept of Global Marketing is viewing the entire set of countries markets as one unit and then developing a marketing plan through cost standardisation.
When developing a plan the researchers have to understand both controllable and uncontrollable elements of business (Kotler, 2006) that is existing in respective countries. This research also tries to understand how various trade agreements like GATT (General agreement on Tariffs and Trade) has helped to liberalise the business practices worldwide and how it has helped in the development of global market.
The proposed study tries to address the topic by looking into HSBC Bank plc, one of the world’s leading organizations in banking sector and investment sector, studying their operations globally as well as in their local markets.
3. Organization Background
HSBC Bank plc is one of the world’s largest banking and financial services organization. HSBC have got 8,500 offices in 86 countries around the world. HSBC Bank Plc is known as the ‘world’s local bank’. It is one of the very rare banks that has sustained and proved to be profitable in this time of recession.
HSBC have a pedigree that is absolutely unique to it. Many of its principle companies were established before centuries. HSBC Group is named after it founder member The Hong Kong and Shanghai Banking Corporation Limited, which was established in 1865 to finance the growing trade between China and Europe. Its headquarters is at London.
4. Rationale for the Chosen Topic
As a marketing student I felt the
1. Proposed working title
Global Marketing versus Domestic Marketing- a critical Evaluation.
2. Research Background/ Context
This research is focused to understand how a Global company is able to adapt to different marketing situation that is existing in different countries. A company can said to be Global if it can sell its products at a reasonable price with a dependable quality in every nation it serves. The concept of Global Marketing is viewing the entire set of countries markets as one unit and then developing a marketing plan through cost standardisation.
When developing a plan the researchers have to understand both controllable and uncontrollable elements of business (Kotler, 2006) that is existing in respective countries. This research also tries to understand how various trade agreements like GATT (General agreement on Tariffs and Trade) has helped to liberalise the business practices worldwide and how it has helped in the development of global market.
The proposed study tries to address the topic by looking into HSBC Bank plc, one of the world’s leading organizations in banking sector and investment sector, studying their operations globally as well as in their local markets.
3. Organization Background
HSBC Bank plc is one of the world’s largest banking and financial services organization. HSBC have got 8,500 offices in 86 countries around the world. HSBC Bank Plc is known as the ‘world’s local bank’. It is one of the very rare banks that has sustained and proved to be profitable in this time of recession.
HSBC have a pedigree that is absolutely unique to it. Many of its principle companies were established before centuries. HSBC Group is named after it founder member The Hong Kong and Shanghai Banking Corporation Limited, which was established in 1865 to finance the growing trade between China and Europe. Its headquarters is at London.
4. Rationale for the Chosen Topic
As a marketing student I felt the
Bibliography: Keegan, Warren.,2002. Global marketing management. 7th Edition. Prentice Hall International Edition. Kotler & Keller., 2006. Marketing Management. 12th Edition (12e), Pearson Education,Inc, New Jersey Bush & Burns., 2007. Marketing Research. 5th Edition. India: Sai Printo Pack pvt Ltd. Boyd,W. Westfall,Ralph.& Stasch, F., 2004. Marketing Research. 7th Edition. Micheal. E. Porter.,2008. The five competitive force that shape strategy. Awareness of the five forces that help a company to understand the structure of its industry and stake out a position that is more profitable and less vulnerable attack p 78-93, pp80 Available at: http://www.hsbc.com/1/2/about [accessed 4 August 2005]