Module: GLOBAL MARKETING

Code: MKT3040

PORTFOLIO 3

Student’s fullname: NGUYEN VU MINH NGOC

Student ID: 2045519168
Cohort: F-UON-M2
Semester: I     Academic year: 2022-2023
Lecturer: PHAM THI MINH CHAU

Ha Noi, September 2022

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 Table of Contents

TABLE OF CONTENTS............................................................................................1
LIST OF PICTURES AND TABLES........................................................................2
PORTFOLIO ENTRY 3: WHY INTERNATIONALISE?......................................3
REFERENCES............................................................................................................4

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 List of Pictures and Tables

PICTURE 1. GLOCALIZATION FRAMEWORK...........................................................3

PICTURE 2: STARBUCKS’S STOREFRONT IN CHINA..............................................5

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 Portfolio Entry 3: Why Internationalise?
(Hollensen, 2012: Chapter 2)

There are a variety of factors that businesses internationalise for (Hollensen, 2012). In
order to explain why a corporation decides to go global, this essay will highlight one
trigger and one motive from The Mercedes-Benz Group.
The first factor would be proactive motives which is technology competence/unique
product (Albaum, et al., 2016) . As Hollensen, it is defined that if products or technology
are unique, they can certainly provide a sustainable competitive edge and result in major
business success abroad (Hollensen, 2012). In fact,

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 REFERENCES

Olivier J. Wouters, P., Martin McKee, M. D. & Jeroen Luy

Hollensen, S., 2012. Essentials of global marketing. 2nd ed. Harlow, England:
Pearson: s.n.
Chowdhury, P. P., 2016. “An Analysis on Starbucks’ International Business Entry
Strategies in China”. AIUB Journal of Business and Economics, 13(1), pp. 141-162.
Harrison, J. S. ,. C. E.-Y. G. C. J. T. N. J. W. M., 2005. Exporting a North American
Concept to Asia: Starbucks in China. The Cornell hotel and restaurant administration
quarterly, 2005, Vol.46 (2), pp. 275-283.
Yue, Z., 2021. Understanding Starbucks and how coffee connects with the Chinese.
s.l.: CGTN.

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