Monday, 10 March 2014

Globalization

Globalization
Globalisation refers to a world in which societies, cultures, politics and economies have, in some sense come closer together. Actually, there are four major events which increase the pace of globalization including the collapse of the Soviet Union, the opening up and relaxation of trade restrictions with China, the rapid development of the Internet and the rise of India as a world centre for technology and economic development after 2000.
In the present age, globalization is playing an increasingly important role in our lives. But in the meantime whether it is a blessing or a curse has sparked a heated debate. Some people argue that globalization has a fundamentally beneficial influence on our lives, while many others contend that it has a detrimental effect as well.

As to the advantages of globalization, there are three main advantages. Considered as one of the most crucial advantages, globalization has led to the generation of numerous employment opportunities. Companies are moving towards the developing countries to acquire labor force. This obviously caters to employment and income generation to the people in the host country. Also, the migration of people, which has become easier has led to better jobs opportunities. Another very critical advantage that has aided the population is the spread of education. With numerous educational institutions around the globe, one can move out from the home country for better opportunities elsewhere. Thus, integrating with different cultures, meeting and learning from various people through the medium of education is all due to globalization. Developing countries or labor-intensive countries have benefited the most. Finally, Capital, the backbone of every economy, is of prime importance for the proper functioning of the economy. Today, transferring money through banks is possible just by the click of a button, all due to the electronic transfer making life very comfortable. Many huge firms are investing in the developing countries by setting up industrial units outside their home country. This leads to Foreign Direct Investment, which helps in promoting economic growth in the host country. For example, the UK has proved particularly attractive to overseas investors particularly from North America and Asia. For the UK, foreign investment has become an integral source of production, employment and income in both manufacturing and service sectors. In UK manufacturing alone, foreign capital accounts for over one fifth of employment, a quarter of output and nearly half manufacturing exports. We are also seeing a fast growth of foreign investment in the service sector. London for example has by far the largest foreign exchange dealing platform in the world – much of which is provided by foreign banking institutions located within the City.
We cannot deny that globalization does exert some negative influence on us. On the one hand, it caused uneven wealth contribution. It is said that the rich are getting richer while the poor are getting poorer. In the real sense, globalization has not been able to reduce poverty. Instead it has led to the accumulation of wealth and power in the hands of a few developed economies. Therefore the gap between the elite and the underprivileged seems to be a never ending road, eventually leading to inequality. On the other hand, globalization results in environment degradation to some degree. The industrial revolution has changed the outlook of the economy. Industries are using natural resources by means of mining, drilling, etc. which puts a burden on the environment. Natural resources are depleting and are on the verge of becoming extinct. Deforestation is practiced owing to the non-availability of land, thereby drastically reducing the forest cover. This in turn creates an imbalance in the environment leading to climate change and occurrence of natural calamities.    
   In conclusion, Globalisation is a trend and is here to stay, however, global organisations are being encouraged to think globally, act locally.
   












Sunday, 9 March 2014

The Ansoff Matrix


The Ansoff Growth matrix is a marketing planning tool that helps a business determine its product and market growth strategy.
   Sometimes the Ansoff Growth matrix is also called the Product/Market Expansion Grid, the following matrix shows four ways that business can grow,and helps people think about the risks associated with each option.

- Market Penetration – selling more of the same things to more of the same customers
- Market Development – selling more of the same things to different customers
- Product Development – selling new products or services to the same customers
- Diversification – selling new products or services to different customers
Using Ansoff’s matrix, business owners can evaluate each of the growth strategies in turn to assess which is likely to result in the best possible return.

Penetration:
Markers usually adopt penetration strategy when they make efforts to sell the existing product to the existing customers. It can be achieved by adjusting pricing, by adding novel and improved features, changing the packaging (shampoo sachets), or highlight alternative usages. For example, Cadbury India is pushing for chocolates to be used as small gifts instead of more traditional sweets used during Diwali festival.
Product Development:
Nowadays more and more people have become well aware of the safety and health problems caused by food. It really pushed McDonalds to introduce healthier food like salads in their outlets in order to retain its existing customers. As we all know, salads are exactly opposite of what McDonald’s is famous for! However, public regulatory pressures, changing consumer behavior, and negative media coverage pushed them to bring in healthier choices on the menu.

Market Development:

   One of the most used strategies to obtain maximum benefit of an excellent and successful product is to introduce this existing product into different markets. Probably it will take the approach of entering various national and international geographical areas. From my perspective, Apple's introduction of iPod Touch falls into the same category. iPod Touch was actually a replica of iPhone except that it couldn't make calls. iPod Touch was basically another iPhone without the contract with AT&T. However, it just helped Apple open up a tremendous market.

  Diversification:
  When marketers want to introduce a totally new product to a completely new market, they engage in diversification. In my opinion, iPod was perhaps one of the most successful diversification ever. With its launch Apple made a target on a very large customer group, very different from its traditional smaller cult-like followers. Apple also entered into the music business that was completely new for the company. Steve Jobs and his team made a tremendous effort in creating contracts with music labels and artists.
    The advantage of Ansoff’s Matrix is that it helps business owners to analyse the potential for each of the growth strategies. A business which operates in an expanding market could grow through market penetration. However, a business in a mature, stable market may choose to grow either through market development or product development depending on its internal strengths. If neither of these offers sufficient potential, a business may consider diversification to achieve further growth.