Thriving in a Competitive Global Context

Order Description According to Albaum et al (2016), one of the major technological impacts during the past decades on international (global) marketing has been through the internet. They point out that “all phases of business from purchasing through supply chain management through sales and payments / financing have been impacted” (p.335). However, the literature further stresses that while the internet poses tremendous opportunities for international / global marketing there are also several challenges. In their article published way back in 2003, Melewar & Smith (2003) stated that despite offering an unprecedented opportunities to organisations for their global marketing strategies, “the internet brings with it potential difficulties” (p.366). Critique the current role of the internet in the business environment of one of the countries in the Middle East. Then examine how ICT (information and communication technology) has impacted upon the marketing strategy and operations of a firm (organisation) of your choice. How has the firm (organisation) benefited from (or hampered by, if at all) the current Internet service (such as government policy and programmes, the rate of broadband internet penetration, speed, access, support, cost, quality of service, etc.) available in the country? Finally, propose a set of recommendations that set out possible improvements a) at country level, and b) at the firm (organisation) level that enables it to implement an ICT strategy for an effective global marketing strategy. In choosing a country – For obvious reasons the first choice is expected to be Oman. However, if for any reason you can’t research Oman then select one from the following list only: Bahrain, Egypt, Jordan, Kuwait, Qatar, Saudi Arabia, or the United Arab Emirates. Choosing a firm (organisation) would depend on the country you have chosen. If you have selected Oman then it is logical to discuss the firm / organisation you work for (if you find it appropriate for the task). Otherwise you can choose any other Omani firm / organisation. If you choose to research any of the other countries then the firm / organisation must be from that same country.