Multinational Corporations in adopting a global Branding strategy using the case study of Vodafone Group PLC. (Research Paper Sample)

AN INVESTIGATION INTO THE CHALLENGES FACED BY MULTINATIONAL CORPORATIONS IN ADOPTING A GLOBAL BRANDING STRATEGY: A CASE STUDY OF VODAFONE GROUP PLC.
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Abstract
Global branding strategy is a concept that many multinational corporations are seeking to adopt. However, there are numerous challenges that the managers of such companies have to face while implementing such strategies. This study will aim at finding out the challenges that such multinational face and how they could address such issues. The case study of Vodafone is used so as to develop a more comprehensive and practical approach. This approach will help in providing recommendations that could be used by the management of Vodafone and other companies to address such concerns.
Table of Contents TOC \o "1-3" \h \z \u Abstract PAGEREF _Toc335415338 \h 2Introduction PAGEREF _Toc335415339 \h 3Research questions PAGEREF _Toc335415340 \h 4Literature review PAGEREF _Toc335415341 \h 4Purpose of the research PAGEREF _Toc335415342 \h 5Research methods PAGEREF _Toc335415343 \h 5Research Design PAGEREF _Toc335415344 \h 5Data Collection methods PAGEREF _Toc335415345 \h 6Suitability in addressing the research questions PAGEREF _Toc335415346 \h 6Strengths and limitations of the method and Design PAGEREF _Toc335415347 \h 6Analysis and interpretation of Data PAGEREF _Toc335415348 \h 6Ethical Issues PAGEREF _Toc335415349 \h 7Reflective Section PAGEREF _Toc335415350 \h 7Bibliography PAGEREF _Toc335415351 \h 8
Introduction
The main objective of this study will be to investigate the challenges faced by Multinational Corporations in adopting a global Branding strategy using the case study of Vodafone Group PLC. The study will investigate the advantages of global branding to organizations and establish how Vodafone can successfully adopt a global brand name. The study also will find out the challenges that Vodafone may undergo while advertising a global brand name in the market.
Research questions
1 Why has Vodafone sought to adopt a global branding strategy?
2 What are some of the challenges that Vodafone faces as it strives to adopt a global branding strategy?
3 What are some of the solutions that could be used in enabling a smooth transition into a global brand?
Literature review
In the current business environment, global branding is a relatively new concept that multinational corporations are adopting (Cova, Pace, and Park, 2007, p. 319). A global brand has been defined as a brand name that is recognized internationally (McDonald, Chernatony, and Harris, 2001, p. 336; Pecotich and Steven Ward, 2007, p. 273). It is brand that is present in most parts of the world (Craig and Douglas, 1996, p. 72). Research indicates that global branding strategy involves the use of consistent appeal in all the markets CITATION Joss4 \p 50 \l 1033 (Rooney, 1995, p. 50). In the advent of globalization, the use of global branding strategy has become a necessity CITATION Die10 \p 502 \l 1033 (Ernst, 2010, p. 502). A German and English literature based study explores various benefits of global branding which include; increased identification, high levels of innovation and low advertising costs (Kelz and Bloch, 2009, p. 15). The major limitation of the study is that it does not offer practical examples using case studies. Also, study indicates that the nature in which a company engages in global branding determines its success (Wills, Samli, and Jacobs, 1999, p. 6). The advertising strategy adopted by a company to communicate its global brand must be effective for the desired outcomes to be obtained (Motameni and Shahrokhi, 1998, p. 280).
Despite its massive benefits, there are various challenges which managers of multinationals face as they seek to develop a global branding strategy CITATION Mik05 \p 203 \l 1033 (Gabrielsson, 2005, p. 203). A U.K. based study observes problems such as strained relationships with advertising agents and market instabilities as some of the major concerns CITATION Joh03 \p 9 \l 1033 (Quelch, 2003, p. 9). A critical evaluation of this study indicates that it does not offer a representation of the challenges that may be faced by multinationals in other geographic locations. Again, the concerns raised are few. Yet another study shows that communication through CSR is important in developing a comprehensive global branding strategy (Polonsky and Jevons, 2009, p. 331). Furthermore, a study among Finish firms indicates that the nature of the business determines the nature of branding strategy adopted. The study shows that Business-to-Business companies adopted different branding strategies with Business-to-consumer firms CITATION Mic073 \p 1091 \l 1033 (Beverland, 2007, p. 1091). A critical view of the study shows that it improves its reliability by focusing on Finish firms as the sample. However, its sample of 30 SMEs is not an adequate representative of large corporations which tend to need more global branding. However, a study using Marlboro as the case study explores how global branding can be achieved CITATION Hav05 \p 269 \l 1033 (Ling, 2005, p. 269). The only limitation of this study is that it only explains how and not why the global branding strategy was adopted. Again, the findings may not be applicable in other industries due to the uniqueness of the tobacco industry. In this study, the researcher will explain the concept of ‘why' Vodafone needs to embrace the global branding strategy. This is a more applicable concept in other firms since the benefits are related to firms in other industries.
Based on the findings of different studies, the exploration of the global branding strategy in the case of Vodafone proves essential. Unlike previous studies, this research will explain the applicability of the global branding strategy in a major multinational corporation in the telecommunication industry. It will seek to identify some of the reasons why the company should adopt a global branding strategy, the challenges that may be encountered by the management and a framework of possible solutions. The study explores the position of Vodafone which is relatively similar to other companies. With its declining profitability in some markets, Vodafone needs to re-invent itself through the global branding strategy. This study helps in providing recommendations on how this could be done. The findings of the study will be highly relevant to managers of other corporations seeking to adopt a similar strategy and the academic fraternity conducting research in related subject.
Purpose of the research
In this study, exploratory research will be used. This is a type of research that seeks to identify a problem that may be in a particular context and recommend a framework of solving it CITATION Geo05 \l 1033 (Dunbar, 2005). This research method helps in evaluating the context of one entity and developing a policy that can be used in resolving the problems identified. In the case of this study, exploratory research is most suitable because it helps in identifying and explaining the problems that Vodafone's management may have to deal with while adopting the global branding strategy. Also explanatorily research is appropriate since there is no previous case study done on global branding strategy (Yin, 1984). An explanatory research will help in answering the research questions and help to identify the suitability of global branding strategy in Vodafone.
By the end of the research, the study hopes to have achieved various goals which include identifying why companies such as Vodafone are advocating for the need to adopt a global branding strategy (Brand Finance, 2011). This will be achieved through the evaluation of the benefits that are associated with the strategy compared to the previous strategy that the company has been pursuing. Also, the researcher aims at identifying some of the challenges that Vodafone may encounter while implementing the global branding strategy. Lastly, the researcher hopes to formulate a framework that could help Vodafone, and other multinational corporations encountering similar problems, in solving them.
Research methods
Research Design
There are different approaches of research design that could be used in conducting research. A researcher may opt for either quantitative or qualitative research design approaches (Robins, Fraley, and Krueger, 2009). In most cases, the nature of the research question determines the approach that the researcher adopts in undertaking a study CITATION Ton96 \l 1033 (Greenfield, 1996). In the context of this study, the researcher will use qualitative research design approach. This is an approach that is used in developing ideas and concepts that can be used in the future formulation of hypothesis CITATION Ton96 \l 1033 (Greenfield, 1996).
Qualitative research design is usually accompanied by other research tools such as case study analysis and interviews in developing a more comprehensive study CITATION RPa04 \l 1033 (Panneerselvam, 2004). In the context of this study, the researcher will use Vodafone as the case study so as to explain the problems that the company may encounter and recommend possible solutions. The design will be appropriate for the study in investigating the factors that may affect Vodafone while implementing the global branding strategy. Also, the case study approach is of great benefit in reinforcing the findings of the study since it may provide a framework of the development of a quantitative study in future (Pratt and Loizos, 1992).The use of the method will help in developing insights that add to the literature of global branding. This will help in improving the relevance of the study. The study will take an interpretive approach since the researcher will analyze and interpret data and provide findings in a report. The time frame of the research is 10 da...