As the marketing director of a global retail company that produces and sells its own perfumes and beauty and care products, you are at the forefront of all marketing operations and plans in the organisation. Your daily functions include collaborating with other managers in the company’s various branches in South Africa and across the globe in creating fresh and exciting marketing campaigns that can be used across the board. The company is introducing a fresh range of products that would appeal to people with sensitive skin or skin conditions. You will have to work close with your global, national and regional teams in promoting these products effectively to your various target markets. Answer these questions to display your knowledge of marketing and the marketing function. To answer this question effectively, you need to research companies that offer these products in the retail market.

As a company with global operations, you are faced with varying challenges, which range from political and legal to cultural difference, as you must market your services and products to customers with entirely diverse backgrounds. Identify any five key global challenges that affect your retail firm the most. Explain how they affect your company, and explain marketing’s role in overcoming these challenges