Evaluate the implications of increasing globalisation for BKC's future marketing plans.

Mark scheme

Marking points from the official mark scheme (Oct/Nov 2018). The mark or mark type is shown in brackets.

1. [K] Marketing plans – detailed report on marketing strategy. Includes marketing objectives, budget and marketing mix
2. [K] Globalisation – freer trade/movement of capital and people
3. [K] Free trade: lower/no import barriers.
4. [APP] More competition in country X – BKC already sells at above average prices.
5. [APP] Quotas in country X may be removed
6. [APP] 2010 market research needs updating
7. [APP] Sell clothing abroad
8. [APP] Distribution (place) currently sells 70% through its own 360 shops in country X. Likely to change
9. [APP] Doesn't sell online. Globalisation a push factor towards online selling
10. [AN] BKC might have to lower prices or establish stronger brand image to compete with international brands now that quotas are abolished for much trade.
11. [AN] BKC will have to research customer needs/tastes more fully and customer relationship marketing could be a key part of the marketing plan
12. [AN] Sell BKC clothes abroad now that free trade is possible – opens up potential new markets.
13. [AN] Closer links and collaboration with BRICS – both buying from and selling to these emerging market economies – BKC could outsource to lower cost country.
14. [EVAL] Problems of market development – pan global marketing might not work with clothes given local tastes could be different from country X and different cultures too e.g. Muslim attire.
15. [EVAL] Using joint ventures with established retailers in other countries might be most effective entry method
16. [EVAL] Unless BKC builds more flexibility and 'fast fashion' into its marketing plan it could fail as a business once faced with free trade competition.