BE955 Research Methods Assignment Sample
Title: The fundamental challenges for international marketing communications
Introduction
International marketing communication cannot be effective and managed separated from effective international marketing tactics. It is useful for managing borders of the country and making similar needs and wants to provide a similar target market in different cultural backgrounds. International communication markets are useful for managing the workplace and provide the systematic growth to communicate their target audience in two or more countries with some effective common needs and similarities. The chosen company for this research project is Unilever, a British multinational consumer company headquartered in London, UK. The company earned revenue of almost $5,244.4 crores in 2021 (AOKI, YAP and ANNAM, 2022). The mission of the company is to add vitality to life and bring meet everyday for nutrition, hygiene with personal care and look goods to get more effective life. This research proposal includes the rationale reason for managing objectives and connects those objectives to the research literature review in more classified ways. With the help of a suitable research methodology and implications, the research and conclusion will be conducted for completing the research.
Rationale for research
To conduct the research, the researcher opted for the topic of having international marketing strategies and the challenges which the company faced while doing international business. Some of the various communication channels in the international market include advertisement, sales promotion, direct marketing and online publicity (James and James, 2022). It will be helpful for managing applications and bring the success and become more challenges with the role of media to make effective communications and make appropriate consumer approaches in more classified ways. The role of processing and managing application brings success with high immediate challenges to make effective communicators. There is a need to manage strategic imperatives to provide some centralization process to achieve the target markets and make effective consumer approaches in more classified countries (International Marketing Communications, 2022). The main reason behind the process and making effective marketing communications to managing characteristics for providing focusing in managing a market places consumer’s mass audience in more classified ways. With the use of effective international marketing communication can be directed with some audiences and make a high level of similarities to make an effective consumption process. There is the need to accomplish the challenges and make appropriate promotional tools and make carry the resources with high brand and applications to work effectively in more applicable manners.
Research objectives
Research Aim
“To analyse the different challenges which the companies faced while doing international marketing communication across the world. A study on Unilever.”
Research Objectives
- To determine the effect of international marketing communication on the consumers.
- To explore the range of different challenges faced by the company while having international marketing communications across the world.
- To evaluate the strategies which should be adopted by the companies for making international marketing communications.
Research Questions
- What is the effect of international marketing communication on the consumers?
- What are the different challenges faced by the company while having international marketing communications across the world?
- What are the strategies that should be adopted by the companies for making international marketing communications?
Literature review
What is the effect of international marketing communication on the consumers?
As per the view of Mihart (2022), the use of integrated marketing communication can bring success to companies. It further helps in analysing the concepts and making constant progress with having simple coordination among the marketing communication and consumer practices. The use of having adoptive techniques brings challenges to the strategies of the company while not having an international marketing plan. IMC is not an individual part to make an effective marketing mix but it is one of the appropriate and holistic market approaches (MADAN and Rosca, 2022). This is effective and helpful for creating a business environment and making stronger the relationship with a high range of customer approaches. It further can be analysed that the use of an effective communication strategy in an online marketing plan will be useful for managing social interaction and defined as one of the appropriate exchanges of ideas and information through a wide range of feelings. Marketing communication at the international level also brings a positive or negative image to the consumer profile. With the help of having effective and appropriate outstanding measures, the concept is all about taking measures and gaining the importance of having appropriate marketing plans (Impact of Integrated Marketing Communication on Consumer Behaviour, 2022). This is an effective and appropriate range of methods that bring considerable growth in marketing development and make high communication which is actually inseparable from each other. Having appropriate market demand can lead the success and make effective marketing demand to make communication and meet the financial non-profit targets in a more classified way.
What are the different challenges faced by the company while having international marketing communications across the world?
According to the view of Virginia (2022), due to having a wide range of complexities may raise the challenges and implementing the methods with appropriate international and effective communication strategies. One of the major challenges is analysing factors considered as economic, cultural and having some advertisement costs. The first challenge is associated with analysing the different levels of volatility. This factor directly affects the low income and high inflation within the business environment (Nwankwo and Kanyangale, 2022). Another challenge that the company faces are having inappropriate communication, transportation and financing factors for managing economic stability and making a high level of strength within the market. The third challenge which affects the communication strategies at the international level of the company which are related to differences in consumer’s age, and occupation and makes an effective education that makes the inappropriate challenges. The fourth challenge having a wide range of cultures and making plays an effective managing most important role in gaining the ability in an international market communication within a wide range of countries (Challenges in International Market Communications, 2022). All of these bring the challenges and make an account for analysing challenges to create a campaign and communicating to make an intended message.
What are the strategies that should be adopted by the companies for making international marketing communications?
According to Cooper (2022), a new generation will be helpful for making an emerging brand with the use of appropriate means to make a high street and make effective suggestions and gain stability in a more effective range of practices. The very first is related to having a strong brand and making a consistent culture in more classified ways to develop the range of market and gain brand strategies in a more efficient way (Thamik and Wu, 2022). Another strategy is useful for providing a digital platform and makesit possible for providing brands to make strategies in different countries. With the help of the right strategies, the company can lead the success and bring people highly satisfied and secure ways. It further helps in analysing the strategies and is considered an effective growth in international marketing. It helps the business for doing international level business with ease and reduces the costs of transportation in a more efficient and classified way. The use of a highly digital platform can bring effective importance and provide challenges to complete working in more classified ways (Strategies for a successful global brand, 2022). All the strategies will be effective and useful for making challenges and provide systematic working in more classified and efficient ways.
Methodology
Research philosophy,approaches and design
Research Philosophy: Research philosophy is related to managing applications and providing scientific research methods. Some effective methods are related to positivism, critical realism and interpretivism philosophies. In the present study, the researcher opted for positivism philosophy and it bring success in collecting primary data analysis. It is an effective and applicable study for doing scientific research methods and achieving objectives.
Research Approach: There are two research approaches that include deductive and inductive approaches. These two are effective and applicable for managing data and efficiently collecting resources. Here, the researcher opted deductive approach as it will be related to analysing positivism philosophy and associated to complete the quantitative research. This method is more beneficial than the inductive approach due to having easy access and appropriate use of time and efficient methods (Elalouf and Wachtel, 2022).
Methodological choices:Two main approaches are used by the researchers that include qualitative and quantitative approaches. It is useful for managing applications and brings success with both approaches. Here, the researcher opted for quantitative choice as it will help bring numerical values and provide graph and tabular formats. It will help manage applications and bring success in the desired project and gain objectives.
Research Strategy:There isa wide range of strategies that can be useful for analysing methods and provide systematic work to complete the research. Some of them are related to surveys, Case studies, grounded theory, Archival research and other experimental methods. Here, the researcher choose the survey method as it will be useful for managing a wide range of practices in more classified sources. There isa wide range of isolation and make external factors and make content in more efficient ways.
Main data collectionand analysis techniques
Quantitative analysis:This method for data collection will help manage sources quantitative methods. This study is normally conducted in numerical values and brings the charts in more classified ways. There isa wide range of methods and conduct questionnaires and interpret the values in a more efficient and classified way. This is useful for managing applications, collecting data and making analyses in order to achieve objectives (GarcíaPortilla, 2022).
Qualitative analysis:To conduct the qualitative analysis, the researcher opted for a secondary analysis that is useful for managing resources. It further helps in analysing data and brings success by adopting the secondary research analysis and literature review to managethe application of the research objectives.
Mixed methods: This method is useful for analysing the quantitative and qualitative analysis in a more classified and applicable way. This interview is useful for managing applications and bringing questionnaires and interviews together. It further helps in analysing the quantitative and makesit complicated by managing qualitative data in more classified ways.
Expected outcome
After completing the study, innovative analysis and generate the new ideas concerning the international marketing strategy within the organisation. With the help of collecting empirical data results for analysing data and managing to gain an understanding of the research topic. With the help of conducting research, an investigator will be applicable for conducting research and managing applications in more classified and processing data (Hindeet.al.,2022). The expected outcome of the research is to provide a collection of primary and secondary data and gather a wide range of information that helps in collecting data. The potential outcome of the research is that companies will be able to make effective communication and bring appropriate success in the international market.
Timeline
Gantt chart: This method is appropriate and effective for setting a time frame and providing diversification of the activities within an appropriate time. This research takes approximately two weeks to complete the research in July. It will help analyse the study and manage all the activities in the suitable time frame.
| Activity/time | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 |
| Purpose of proposal | ||||||||||||||
| Conducting literature review | ||||||||||||||
| Objectives | ||||||||||||||
| Methodology | ||||||||||||||
| Data gathering | ||||||||||||||
| Risk and ethical issues. | ||||||||||||||
| Required resources |
Ethical approval:The researcher needs to complete the study with effective applications. Also, the researcher should take ethical approval from all the primary researchers and take their consent forms to work in appropriate ways. There is the need to complete a study and provide systematic working and managing unethical issues while conducting research methods (Peschl, 2022).
Practical issues: There is a need to accomplish the project and assess the issues like project contingencies report, time for calculating the methods and break the commitment due to insufficient time and methods. The researcher needs to analyse the methods appropriate and identify the potential issues while conducting the research.
References
Books & Journals
AOKI, E.H., YAP, B.J.T. and ANNAM, R., 2022. An AI Engine to Drive Marketing Communication with Retail Banking Customers.https://www.researchgate.net/profile/Edson-Aoki/publication/359516912_An_AI_Engine_to_Drive_Marketing_Communication_with_Retail_Banking_Customers/links/624268f921077329f2de3765/An-AI-Engine-to-Drive-Marketing-Communication-with-Retail-Banking-Customers.pdf
Elalouf, A. and Wachtel, G., 2022, March. Queueing Problems in Emergency Departments: A Review of Practical Approaches and Research Methodologies. In Operations Research Forum (Vol. 3, No. 1, pp. 1-46). Springer International Publishing.https://link.springer.com/article/10.1007/s43069-021-00114-8
GarcíaPortilla, J., 2022. Applied Research Paradigms. In “Ye Shall Know Them by Their Fruits” (pp. 197-202). Springer, Cham.https://link.springer.com/chapter/10.1007/978-3-030-78498-0_13
Hinde, J.M., Garner, B.R., Watson, C.J., Ramanan, R., Ball, E.L. and Tueller, S.J., 2022. The implementation & sustainment facilitation (ISF) strategy: cost and cost-effectiveness results from a 39-site cluster randomized trial integrating substance use services in community-based HIV service organizations. Implementation Research and Practice, 3, p.26334895221089266.https://journals.sagepub.com/doi/full/10.1177/26334895221089266
James, P. and James, J., 2022. Green Brand Image and Sustainability: Marketing Implications of High-School Student Responses. International Journal of Marketing Studies, 14(1).file:///C:/Users/Vinita/Downloads/62441a023dc4c.pdf
MADAN, A. and Rosca, M.I., 2022. Current Trends in Digital Marketing Communication.https://www.researchgate.net/profile/Angela-Madan/publication/357725553_Current_Trends_in_Digital_Marketing_Communication/links/61e5ededc5e3103375a0d8cc/Current-Trends-in-Digital-Marketing-Communication.pdf
Nwankwo, C.A. and Kanyangale, M.I., 2022. THE EVOLUTION FROM PRE-ACADEMIC MARKETING THOUGHT TO THE NEW PARADIGM OF ENTREPRENEURIAL MARKETING. Academy of Strategic Management Journal, 21(2).https://www.researchgate.net/profile/Cosmas-Nwankwo/publication/358736828_THE_EVOLUTION_FROM_PRE-ACADEMIC_MARKETING_THOUGHT_TO_THE_NEW_PARADIGM_OF_ENTREPRENEURIAL_MARKETING/links/62125e5deb735c508ae50b1a/THE-EVOLUTION-FROM-PRE-ACADEMIC-MARKETING-THOUGHT-TO-THE-NEW-PARADIGM-OF-ENTREPRENEURIAL-MARKETING.pdf
Peschl, M.F., 2022. Learning from the future as a novel paradigm for integrating organizational learning and innovation. The Learning Organization.https://www.emerald.com/insight/content/doi/10.1108/TLO-01-2021-0018/full/html
Thamik, H. and Wu, J., 2022. The Impact of Artificial Intelligence on Sustainable Development in Electronic Markets. Sustainability, 14(6), p.3568.https://www.mdpi.com/2071-1050/14/6/3568
Online
Impact of Integrated Marketing Communication on ConsumerBehaviour, 2022. [Online]. Available through: <file:///C:/Users/Vinita/Downloads/14922-50762-1-PB.pdf>
Challenges in International Market Communications, 2022. [Online]. Available through: <https://globalmarketingprofessor.com/challenges-in-international-market-communications/>
Strategies for a successful global brand, 2022. [Online]. Available through: <https://www.marketingweek.com/five-strategies-for-a-successful-global-brand/>
International Marketing Communications, 2022. [Online]. Available through: <https://www.iiste.org/Journals/index.php/DCS/article/viewFile/8182/8276>
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