Global Marketing Summary Essay Example
Global Marketing Summary Essay Example

Global Marketing Summary Essay Example

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Gambit Sports

Outreach program aims to develop a comprehensive global marketing strategy to effectively engage a wide audience.

Gambit is pushing for the global marketing plan to have a worldwide impact in order to assist Haiti and its inhabitants. The plan encompasses several key areas including the Competitive Environment, Global Entry Strategy, Implementation and Standardization Strategies, Global Segmentation, Positioning, Distribution and Pricing, and Global Advertising. One aspect of particular interest is the untapped Sports infrastructure in Haiti, which holds great potential for marketing athletes and developing sponsorships. Jerry Tardier, President of the Council of Economic and Social Development, views sports as an opportunity to foster new partnerships on an international level that promote the sharing of knowledge, assistance, and resources (Haiti - Sports).

However, the Gambit Sports Soccer Outreach Program aims to enhance the overall sports mi


ssion and vision in Haiti by examining the competitive environment using Porter's five forces model. To gain a comprehensive understanding of Haiti's segmented market, it is necessary for the Gambit Sports Soccer Outreach Program to conduct a thorough SOOT analysis. This analysis will offer a detailed overview of the strengths, weaknesses, opportunities, threats, and trends present in Haiti's sports marketing arena. Internal factors that may impact Haiti include but are not limited to the following information: Strengths and weaknesses of human resources involved in Gambit's team.

This text describes the various resources that Gambit relies on to operate its Sports Outreach Soccer Program, including volunteers, board members, segmented population, and staff. These resources are categorized into physical resources (land, building, and equipment), finances (grants, investors, and donations), activities (such as the nutrition program, after-school program, and Outreach soccer program), experiences

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(which need to be established due to the community being destroyed in the 2010 earthquake), and players/teams (finding those who align with Gambit's mission).

Additionally, there are external factors that can impact Haiti, including opportunities and threats. These factors are presented within an unordered list that includes forecasting and trend predictions, funding opportunities and regulations, demographics (culture, gender, age groups), environmental climate's suitability for Gambit's objectives, and the business setting's potential for success.

Furthermore, it is stated that according to the Haiti Services sector analysis, Haiti's economic freedom score is 48.1, ranking its economy at 151 in the 2013 Index. The decline in ranking is attributed to government spending, corruption, and labor issues stemming from poor management.The main goal of understanding the data from the SHOOT analysis is to foster a collective understanding of the market. This understanding can then be used to develop a positive collaborative approach to key business processes, marketing strategy, and Gambit's service development plan while assessing Wait's competitive environment (Carpenter & Gephardt, 2014). The Gambit Sports Soccer Outreach Program is committed to promoting and improving the game of soccer within a competitive setting.

Buyers possess the ability to resist seller's efforts and drive up product prices (Monsoon, 2009). Buyers can choose to switch their purchases or exert pressure on the seller. These influences extend to the global scenario (Monsoon, 2009). Gambit always ensures that supplier power is adequately addressed. Gambit always ensures that the player has the required equipment at their disposal. Our strategic marketing plan incorporates the Porters five force model as we strive to deliver a soccer experience with a strong emphasis on positive integrity.

The objective of Gambit is to utilize

Sports as a means to address the social, environmental, and ethical challenges encountered by the Haitian community. The regulations pertaining to the environment in Haiti have an impact on the competitive dynamics. These regulations aid in establishing a vibrant competitive landscape. Table Two presents an overview of the forces and their interrelationships according to Porter's five force model. It is crucial to forge Strategic Alliances with Wait's National Soccer Foundation, Haitian Business Investors, and other Domestic Investors in order to secure and promote positive collaboration.

This collaboration is aimed at sharing vital information, assets, and technology. It will be seen as a stronger business force or coalition unit that will pursue the joint venture of establishing the Gambit Outreach Soccer Program building and stadium. The strategic alliance will also possess necessary bargaining power, negotiation power, leadership strategy, and cost search due to its collaboration efforts and marketability strength. To properly evaluate Haiti's business readiness for Gambit's Outreach Soccer Program mission, the environmental dimension must be considered. Additionally, the collected data from the SWOT analysis and Porter's five forces model will help assess Gambit's potential entry into Haiti's economy. Furthermore, the competitive intensity will differentiate the number of competitors in the market, both domestic and foreign, as well as market shares of domestic and international competitors such as Monsoon (Hawthorn, Suzanne, 2014). The global entry strategy will address Haiti as a country, its sports industry, and its business market.

According to the website, Haiti's population faces daily challenges, especially after the 2010 Earthquake. This chart offers a thorough examination of Haiti's Rules of Law, Limited Government, Regulatory Efficiency, and Open Market. Concerning rules of law, corruption, understaffing,

a backlog of cases, and an outdated legal code plague Haiti's justice system. Furthermore, Haiti's limited government utilizes one-third of the country's economy.

Haiti relies heavily on foreign investment, particularly following the 2010 Earthquake, with a total tax burden of around 13%. The country's political and economic instability also hampers regulatory efficiency. Starting a new business in Haiti is both costly and time-consuming, requiring approximately 1000 days. Furthermore, about 40% of Haiti's population remains unemployed.

Only 6% or a small proportion of the population in Haiti is regulated by the state or part of the informal economy. The government's control of utility services only extends to 25% of the population, while civil unrest and government screening have significantly affected foreign investors. The private sector in Haiti lacks financial support due to its underdeveloped financial system, and most transactions are conducted informally without contracts.

D). It is crucial for Gambit to have the four main methods (exporting, licensing, strategic alliance, and wholly owned manufacturing subsidiary) before venturing into a foreign market. Gambit will grant the Sports Outreach Soccer Program the permission to utilize the company's exclusive technology and other resources. In exchange, the Sports Outreach Soccer Program will pay a fee and provide a royalty on revenues (Monsoon, 1997).

Franchising, as an alternative, can be considered by Gambit after completing and establishing the Sports Outreach Soccer program in Haiti (Monsoon, 1997). In order to succeed, Gambit will require strategic alliances, which involve collaborations between various companies, including competitors. These collaborations aim to exchange and share valuable activities such as Joint R, shared manufacturing, and distribution alliances (Monsoon, 1997). Furthermore, strategic alliances can also lead to the formation of Joint ventures

that involve capital investments and potentially include a foreign partner (Monsoon, 1997).

In the future, Gambit will require an understanding of culture in Haiti, including the guidance of local middlemen, knowledge of customs, awareness of customer behavior, and consideration of the customers' ability to pay. Informal business transactions at a local level often hinder economic growth. Additionally, Wait's inadequate political structure combined with regulatory inefficiencies were exacerbated by the 2010 earthquake.

Encouraging political officials about the advantages of a local facility will establish a supportive partnership. Both Haiti and the Gambit Sports need to assess the social effects of soccer and enhancing literacy among school-age children. Collaboration will expand the network of arenas, encourage innovation, lower expenses, and broaden the customer base. Strategic promotion must be implemented to effectively reach the target market.

It is important to determine the most effective communication method to ensure mutual understanding between organizations and the public. Gambit Outreach Sports Program has conducted the necessary planning to evaluate the potential global marketing strategy and marketing mix for entering Wait's foreign market. With the gathered information, Gambit can now focus its marketing efforts in Haiti, whether aggressively or passively. Additionally, Gambit will be able to proactively understand the country and market, as well as address barriers and alternative methods of entering Haiti's sports marketing industry. We have prepared an Implementation and Standardization Strategies Paper for Gambit's launch of its Outreach soccer program in Haiti.

This launch in Haiti has the potential to revolutionize people's perception of the entire country. The outreach program aims to assist both the people of Haiti and the children living there. For Gambit to achieve success, they need to develop strategies

for implementation and standardization. This paper will explore these implementation strategies, including factors that influence buyer behavior from both local and foreign perspectives. It will also address the challenges involved in researching and understanding local buyer behavior, as well as the models of consumer behavior applicable to local markets. Additionally, this paper emphasizes the significance of considering cultural elements when applying these models effectively. Furthermore, it will define the distinctions between localization, adaptation, and standardization of global products or services. The discussion will encompass the crucial factors that drive successful globalization of a new product in foreign markets and examine the pros and cons of standardization. Furthermore, it will outline methods for integrating a global brand into both local and foreign markets and highlight the role of data analysis, input from local subsidiaries, and managerial judgment in developing a globally standardized product.

The Gambit Sports Soccer Outreach Program in Haiti needs to understand the factors that influence the behavior of local and foreign buyers in order to expand and receive their support. These factors are crucial for attracting both local and foreign buyers to contribute towards Gambit's mission, particularly because donations are necessary to ensure the participation of children in the sports program. Some of these factors include buyer characteristics such as personality, age, and marital status (Monsoon, 2009).

The buyer decision is the process by which buyers gather information to make a purchasing decision. Goal-oriented buyers require a reason to support Gambit, which aims to assist both the youth and residents in Haiti. Local marketers understand the importance of educating consumers about the core benefits of the product Monsoon, in order to generate demand (Monsoon, 2009).


impact of external factors on local and foreign behavior, such as culture, economics, technology, and politics (Monsoon, 2009), is substantial. Cultural beliefs can influence consumer purchasing decisions based on buyer behavior. Additionally, economic and political factors play a crucial role in consumers' choices to buy from a specific company due to the economy and market conditions.

Difficulties with research and understanding local buyer behavior can be a major obstacle for Gambit. It is crucial for Gambit to take the time to understand what the buyers are looking for and get acquainted with the local buyer preferences. In order to overcome this challenge, Gambit needs to communicate what they offer and also learn about the buyers' expectations from them and the local market. It is important for buyers to have upfront information about their purchases, as lacking this transparency can complicate matters. Doing marketing research would greatly assist Gambit in addressing these difficulties effectively.

If Gambit does not conduct market research, they will miss out on numerous opportunities. Market research is essential to understand the local customer's needs and the goals of the local market (Monsoon, 2009). Gambit's implementation strategy involves opening in Haiti to support the country. The strategy includes introducing the product and service line in Haiti to establish brand equity, revamping the soccer program in Haiti, and aiding children in Haiti. By creating brand equity, Gambit can raise awareness not only in Haiti but also in other countries, fostering brand loyalty and customer association.

Standardization Gambit aims to improve its outreach program by focusing on product design and advertising strategies. The organization wants to gain recognition worldwide and establish a clear identity. Implementing global strategies

will contribute to the advancement of standardized practices. To achieve this, Gambit must consider the significance of data analysis, input from local subsidiaries, and managerial judgment in developing a globally standardized product (Monsoon, 2009).

Pros and Cons of Standardization

The benefits of standardization strategies include cost reduction, improved quality, enhanced customer preference, access to global customers, and effective global segmentation (Monsoon, 2009).

Standardization strategies have various advantages, such as guaranteeing the creation of top-notch products and minimizing training expenses and time. They also streamline purchasing, handling, and inspection procedures. Nevertheless, there are downsides to these strategies. For instance, they might limit Gambit's capacity to explore alternative and potentially superior approaches to product development. Furthermore, standardization can increase a company's susceptibility to off-target marketing, lack of distinctiveness, trade barriers, and competition from local rivals (Monsoon, 2009).

Once approved and established as regulations, these standards are impossible to amend, making it difficult to meet the demands of the global market. Additionally, there is a risk of special interest groups influencing politicized or unfair regulations that can be turned into laws, which may allow a single company to monopolize the market and excessively raise prices (Monsoon, 2009).

Successful Globalization

To achieve successful globalization of a new product in a foreign market, Gambit needs to consider several key factors. These factors include the superiority of the new product, the technological synergy with the company's expertise, the innovativeness of the new product, and the company's market orientation. It is also important to have marketing synergy with the company's expertise (Monsoon, 2009).

When Gambit incorporates these factors, it has the potential to succeed in the global market. The organization must ensure they use proper implementation and

strategies. Through their efforts to assist Haiti, Gambit will reach a large audience. However, it is crucial for Gambit to conduct thorough market research to meet all the necessary requirements.

Gambit will be good to do business in Haiti and to help the community.

Global Segmentation, Positioning, Distribution and Pricing

The Gambit Sport Soccer Program aims to support the Haitian community by promoting soccer, the national sport of Haiti. Through the power of sports, especially soccer, we hope to empower and unite the most vulnerable members of society, particularly children, and contribute to the rebuilding efforts in Haiti. To effectively position and target the international market in Haiti, Gambit's Sport Soccer program will evaluate and develop a marketing plan. This plan will include discussions on the two-stage process of marketing, local market reactions to Gambit's entry, brand perception and product space, AEGON's four position strategies, and pricing elements related to channel and distribution.

This text discusses the importance of developing a pricing strategy in Haiti, focusing on the relationship between price and quality, and considering the role of service pricing in the life cycle. Additionally, the text examines the effectiveness of pricing and service for Gambit's Sports Soccer Program in the Haitian Market, positioning it as a competitive yet efficient brand.

Strategies Positioning, Segmentation, and Targeting

In today's globalized world, it is crucial to apply segmentation, positioning, and targeting strategies. Segmentation involves identifying potential customers who have similar attributes and are likely to exhibit similar buying patterns.

The Wait's love for sport and thirst for knowledge can lead to a better way of life. Effective marketing methods include cost efficiencies resulting from reduced

duplication of efforts, such as transferring products and brands from other countries, targeting global customers, and establishing a strong marketing infrastructure. Each targeted group needs to be measurable, accessible, actionable, and competitive in order to provide growth potential and a high return on investment. Adjustments should be made as necessary. The Gambit Soccer Sports Program has identified a niche market in Haiti, where unemployment is rampant and education is scarce. Gambit will offer an organized system of education and soccer.

Incorporation of the two will empower the youth, providing them with the fundamentals of education, sportsmanship, adherence skills, and self-esteem. Tailored specifically to Haiti, this service aims to expand the global marketplace. The business objectives consist of offering teaching support and a curriculum that enables participants to excel academically and physically. Additionally, research will be conducted to identify best practices and other relevant studies pertaining to efficiency and sustainability.

Strengthening Haiti's infrastructure is the goal, and this can be achieved through participation and contribution to stakeholder discussions. Stakeholders include government officials, parents, business organizations, and the sports community.

Two-Stage Process

The research conducted by Gambit global marketing team follows a two-stage process. This process focuses on segmentation as well as the study of concentration strategy and mutual-segmented strategy to reach the Haitian international market. Implementing this strategy allows Gambit to understand the needs and wants of Haiti and tailor marketing efforts to this specific segmented target. Alternatively, Gambit may choose to develop a multi-segmented strategy for Haiti.

The advantage of this marketing strategy is that it can increase market shares for both markets, although the drawback is the high cost involved (Developing a Market Segmentation, n.d.).

Various Types of


There are various types of criteria for macro-segmentation and micro-segmentation. Macro-segmentation involves grouping countries with similar characteristics and potential response to standard marketing strategies. The variables used for macro-segmentation include socio-demographic data on population size and character, disposable income levels, educational background, and primary language (Monsoon, 2009). On the other hand, micro-segmentation involves conducting market research to gather data on potential customers within selected clusters. This data includes information on product usage patterns, desired benefits, price sensitivity, media usage, shopping behavior, socio-demographics, income, and other variables (Monsoon, 2009).

How the local market may respond to the arrival of a global brand is a crucial aspect of global product positioning. In this process, the local market must assess certain factors to gauge the reaction of consumers. The attributes and benefits sought by customers are generally comparable. Achieving a consistent positioning strategy is both achievable and desirable, as it entails having similar products, brand names, marketing communications, and distribution channels in different countries, leading to increased demand and cost efficiencies (Monsoon, 2009). Effective product positioning becomes especially crucial in the mature stages of a market.

Positioning is not feasible during the early stage because customers have not yet acquired sufficient knowledge about the product to comprehend its characteristics and form preferences. In this phase, the initial marketer has the opportunity to educate potential customers and gain an advantage as the original innovator (Monsoon, 2009). The positioning of a product or brand is defined by its product space. When Gambit is involved, it is the customers of Haiti who will determine the brand's position. Gambit aims to establish itself as a brand that is known for its commitment to assisting

all children and residents.

According to Management Study Guide (2013), Gambit aims to convey its goals and significance to its customers, shaping their opinions and perceptions. The brand's positioning strategy seeks to establish a unique and valuable position in the minds of its target audience. AEGON employs four fundamental positioning strategies.

Keenan will be using four primary positioning strategies that Gambit will implement. The initial strategy is focused on product communication, which involves expanding the product line and incorporating advertising appeals for the target countries. While this strategy requires lower expenditures, it is not effective in mutual-domestic markets. The second strategy is related to product extension communications adaptations.

In terms of the global product, there are four main strategies to consider. The first is repositioning, which involves changing how the product is perceived. The second is product adoption immunization extension, which works well when the product usage changes but the message remains the same. For this strategy, it's important to have a consistent slogan. The third strategy is dual adaptation, which involves localizing the product and adjusting communication strategies to fit different markets (Monsoon, 2009). Lastly, pricing and channels are important elements to consider in the marketing mix as they relate to product positioning.

Furthermore, when examining the pricing effects within the marketing mix, it is important to consider product features, handling decisions, and promotion. Gambit Sport's Soccer Program aims to establish a market strategy that defines the marketing mix. This will provide a foundation for developing an interconnected pricing and distribution channels model for Gambit. Gambit acknowledges that the final price may differ significantly from the intended positioning. As a result, Gambit's global pricing strategy must take into

account how Haitian customers evaluate high and low prices (Monsoon, 2009).

Product Life Cycle's Impact on Product Pricing

Pricing in global markets, particularly in Haiti, can be challenging. These considerations include the life cycle of the Gambit service and its popularity among the Haitian community. During the introductory stage, Gambit must generate market awareness and establish a strong market reputation to increase preference and market share.

When the market begins to decline, proactive adjustments will be made promptly. Team D believes that the best option for the Gambit Organization is to engage in "system selling." By offering a complete package, the Gambit education-sports program becomes more appealing to the children of Haiti and enhances the value of education by incorporating sports. This comprehensive system introduced by Gambit aims to bring a new lifestyle to a culture that has long suffered from poverty, famine, and tyranny.

The role of key marketing components and the product life cycle is crucial for Gambit's high-quality niche service. They will use a combination of marketing techniques to highlight the advantages of a prosperous economy, quality education, and the benefits offered by a successful soccer organization. This unique program currently has no competition, but challenges such as poverty and government bureaucracy may limit the full involvement of the intended audience. The strength of price-quality relationships will vary depending on the country of origin and any trade barriers that exist. Gambit aims to justify its higher price by delivering exceptional results. As suggested by Johansson, being an early entrant in the market during the growth stage allows for setting a higher skimming price based on what the market can accept.

Because of the economic downturn, citizens

of Haiti will have several payment options available to them (Monsoon, 2009).

The Gambit Soccer Sports Program Pricing Policy

There are three pricing policy classifications for global enterprises. Polytechnic organizations leave pricing up to local management, allowing separate pricing to be set in each region based on local markets. Geocentric Pricing uses a global standard base price with a mark-up, while ethnocentric pricing charges the same standard price to every customer regardless of location. The Gambit Soccer Sports Program has chosen the geocentric pricing model, specifically a cost-plus plan. The mark-up is adjusted based on supply and demand, and because Gambit is without competition, profits can be high.

Distribution channels play a crucial role in gaining a competitive edge. Marketers must assess their channel options carefully, including analyzing competitors' choices. Such analysis can indicate whether using the same channels would be optimal or if opting for an alternative structure would give Gambit a competitive advantage (Reference for business, 2014). Each industry and country has its own unique distribution networks and channel preferences, making it challenging to enter a new market.

Gambit aims to establish an efficient and effective channel that sets them apart from the competition. When entering the global market, Gambit conducted research on four distribution channels: direct selling, selling through intermediaries, dual distribution, and reversal channels. This research aimed to establish a proactive marketing approach and strategy for Haiti. Additionally, Gambit explored advertising and other marketing concepts that would appeal to Haitian culture. The distribution channels studied by Gambit will facilitate global expansion of their network and align with their mission of reaching the most vulnerable members of Haitian society – children. Through play, Gambit seeks

to ignite children's potential and foster community unity, supported by educational assistance programs and nutrition initiatives.

Furthermore, Gambit will have the opportunity to learn from experience regarding the various regulations related to economics, culture, and lifestyle among Haitian consumers (Monsoon, 2009). The distribution breakdown includes direct selling, which involves selling and marketing to consumers outside of a fixed retail location. It also includes intermediary trading between two trading parties, as well as dual distribution, which refers to simultaneous channel marketing arrangements used by manufacturers or wholesalers. Another type of distribution is reverse channel, where products flow from intermediaries to consumers to beneficiaries (Types of Marketing Channels n.). The choice of channels is influenced by various factors. Before Gambit Sports Soccer Program decided on a distribution or middleman for the Haitian market, they needed to understand the characteristics of the Haitian conventional marketplace and establish a system for their presence in the foreign market. Prior to selecting a process, several questions were asked, such as identifying the specific target market in Haiti (A) and... (B).

What are Gambit's goals in terms of profit margin, market share, and volume? Additionally, what are Gambit's financial obligations and organizational commitments for developing global distribution?

How can Gambit secure overall control of the distribution channel and position itself to mitigate factors that could negatively impact sales opportunities in Haiti?


Gambit's global mission is to use soccer to bring communities together and promote Haiti's national sport, with a focus on reaching the most vulnerable members of society such as children. They aim to rebuild Haiti through an innovative marketing approach that effectively targets and positions Gambit in the racing industry in Haiti.

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