Abstract
The escalating trend of globalization makes enterprises increasingly adapt to the international environment. This can be seen as very demanding and diverse. However, there are many multinational corporations currently being active worldwide. Multicultural differences, either the impacts of the economic, political or legal environment can significantly affect the business scope of enterprises in a global environment. For example, gaining and maintaining a competitive advantage worldwide can be an advantage of global action. The subject of the article is an analysis of a company BHP Biliton, which operations extend to twelve countries around the world spreading across all continents. The company also focuses on current global trends. The articles is focused mainly on the slowdown in economic development, where BHP Billiton has a corporate program in place. The company also tries to tackle the global climate change problems by cutting emissions. The subject of the analytical part of the article is to analyze the competitive position by means of the Porter model on the basis of available data about the BHP Billiton company. Furthermore, Ansoff’s matrix is elaborated in the analytical part, which identifies the specific strategy of targeting the company to products or markets. Based on the analyzed and compared data and outputs from BHP Billiton’s analysis, the article proposes a more effective way of using a marketing strategy and accepting global trends.
Highlights
The international environment is currently very differentiated
[3] Duhaneanu argues that a number of rules apply to the global economy and it is important that companies are able to adapt effectively to the changing conditions
The product and market analysis showed that the diversification strategy was the most effective for BHP Billiton.company This means that the company should strive to develop new products to be used in new markets
Summary
The international environment is currently very differentiated. Ruey-Jer Bryan and Danchi claim that the production rate of international companies in the host environment is stronger and more positive than their impact in the domestic market. [1] The authors' statement points out at the importance of differentiation of the activities of an international company on the domestic and foreign markets. [2] In addition to the differentiation of firms in international markets, it is possible to observe a trend in their competitive position. This decides in the success or failure of the company in a global environment. The authors say that the above-mentioned elements of the business model can bring value to global customers. These can be seen as a key to the company's success in a global environment. The subject of the article will be the global mining company BPH Billiton, whose data analysis and results are described in the following chapters
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