Social, legal, economic, political and technological factors should be considered within a business’s global strategy. However, culture and religion are two of the main factors that are interrelated and account the most in defining a customer base’s characteristics from a global business’s Marketing, Human Resources, Production and Operations Manager’s perspective. All factors must be put in account, there would be a higher risk of failure in the globalization process of a business if they are neglected and not acted upon.
Marketing is creating, communicating, delivering, and exchanging offerings. Specifically, offerings delivered to match a company’s products or/and services to consumers that are willing and able to purchase. Marketing enables a business to acquire a larger customer base and maintain a strong bond with that base. Moreover, Global Marketing is the worldwide scale process of marketing. Global Marketing is a challenging delivery process that varies according to the customer base’s characteristics, creating factors that a company’s organization managers consider before setting tactics and implementing strategies globally (American Marketing Association, 2013).
Islam contributes in the world’s population as the second largest religious group, The Muslim population is approximately 1.6 billion people today, which makes Muslims account for over 23% of the world’s total population with the majority in Asia (Pewforum, 2011). The Muslim customer base has massive purchasing power and market influence in less-developed and developed countries, a study shows that U.S.A Muslim’s spending power has reached more than $170 billion (Sandikci & Rice, 2011). The following example shows how critical of a factor religion is considered in globalization tactics, how religion is one of the most sensitive touchstones to any culture and how the misuse of religious