You are a Marketing Manager for a fictional UK based SME company within an industry of your
choice* which is seeking to expand their market provision globally for the first time. The CEO of
your company has recently returned from an industry conference which looked at Globalisation and
has raised concerns to the Marketing Director about potential issues associated with National
Culture and its impact on designing a successful Global Marketing campaign.
As a result, you have been asked to prepare a short Briefing Paper in the form of a report which
critically explores Globalisation as well as providing a critical examination of potential
differences between local and global marketing campaigns (loosely based around the 4 P’s)
aimed at the local UK market and one which is aimed at a country of your choice.