Global marketing’s future faces several risks that could negatively affect the ability to operate effectively in the markets. In that respect, the most significant three risks include the closed Europe, the hollow alliance and the unpredictable leaders. Regarding the closed Europe, the global market will experience challenges given that there will be difficulties regarding dealing with a divided Europe where some part of the region will be open while the rest will be closed. In that view, businesses will have to deal with varying requirements to operate in the region as the countries seek to protect their enterprises. Further, the divided Europe will feature increased inequality, the influx of refugees and political pressures all which will make the market undesirable and challenging to succeed in compared to the past when the region was one of the most attractive markets. Thus, marketers need to adapt their operations to deal with varying and stringent requirements as well as regulations (Eurasia Group 5).
On the other hand, the advanced industrial economies face the threat of being weak as key markets that were the target of global businesses and marketing. That is because of the increasing geopolitical issues that are creating a West and East tussle leaving the markets vulnerable and threatened by the rising and emerging markets. In that respect, global marketers have to rethink their strategies regarding the operations in the regions marked by political and financial crises such as Europe and the America that is making the key alliances weak and less attractive to global businesses and marketers. In that respect, marketers can deal with the situation by identifying the suitable operations that suit the weaker markets and serving different markets depending on their capabilities while focusing more on the emerging markets (Eurasia Group 2).
Finally, marketing greatly depends on the stability of a region that in turn depends on the type of leadership. However, the rise of unpredictable leaders is a great threat to global marketing operations in that businesses cannot be assured of the security in such leaders led regions and cannot have a stable environment regarding policies and regulations for sustainable operations. In that view, marketers can only deal with the situation by seeking to operate in regions with stable leadership and avoiding markets marked by unstable political leadership (Eurasia Group 15).
Works cited
Eurasia Group. Top Risks 2016. Web. 30 January 2016. https://corporate.eurasiagroup.net/item-files/Top%20Risks%202016%20FINAL.pdf
