A place like Australia is composed of competitive markets and firms require analyzing the segments that they target in order to ensure better reach and better effectiveness in the marketing processes. In case of the firm’s marketing strategy not being well aligned to the consumer needs and decision making process, then it can result in failure of the firm in the market in spite of having a good product. This is applicable even in case of international business and international markets, in present times of globalization. In the given case, it is extremely important for the business to adopt a global perspective in order to ensure that the business grows. Globalization refers to the process of diminishing trade borders and the world shrinking due to technology helping easy communication and access to global resources, global markets and global products (Kotler, P, 2011).
Globalization has been defined as the process of creating a borderless world where there is no restriction or obstacle in trading with foreign customers. Planning and decision making are required right from the time of production till the point when it reaches the final consumer. The marketing processes require complete analysis of the market and the consumer mindset. The main strategies for production and distribution to stores and customers is to utilize in house production strategies as the technologies are to be obtained and that there be effective usage of the competencies achieved by the organization over a period of time (Peñaloza, L., Toulouse, N., & Visconti, L. M., 2013).
So as to develop an integrated supply chain in the company, the management of material flow is to be viewed from three perspectives; first is the strategic perspective, second is the tactical perspective and third is the operational perspective. Thus, we can say that the company uses four stages to integrate it supply chain (Kotler, P, 2011).