Global and Local Marketing: A Case Study of HCA Healthcare

This presentation discusses the concept of global and local marketing, with a focus on HCA Healthcare. It covers the key differences between global and local marketing, the marketing mix, and various international marketing approaches. The presentation also provides recommendations for maximising opportunities in the international context.

TASK 2 PRESENTATION

INTRODUCTION
• Global market is a place where entire world goods, capital, and services are freely trade. It has
ability to enhance wealth of the nation and improve standard of living of people.
• Local market is a geographical area within state where the products is available for buying by
retailers from few industry members.
• This presentation will include an overview of a company with their current market and
performance.
• It will also highlight the concept of local and global market with some key different between
local and global marketing.
• Moreover, presentation includes marketing mix that is product, promotion, distribution and
pricing, and critically evaluate in context of international.

OVERVIEW OF THE HCA HEALTHCARE
• HCA Healthcare Inc. is an international company deal in health
care service organization which provides a vast range of services
in expertise includes internal medicine, oncology, obstetrics,
orthopedics, cardiology, general surgery and neuro surgery.
• HCA Inc. is a holding company. It operates and owns
approximately 185 hospitals, comprised of 176 general and it also
operates 126 freestanding surgery centers and some freestanding
endoscopy centers.
• Company also works in England hospitals. HCA health care Inc.
market share is growing day by day. Company also offers
ancillary and outpatient heath care service, emergency services,
diagnostic, and mental health services.

KEY ARGUMENTS OVER GLOBAL AND LOCAL
MARKETING
• Global marketing refers as study in business management
where the international firms proceed to design, launch,
promote and manage their products and services within the
global arena.
• While Local marketing is the marketing approach which aims
to target the people within a specific radius of geographical
location of the business.

CONTD….
• Location: In the global marketing location of the consumers is little important as in such
organisation only focuses on to reach large number of audiences as possible. Whereas in local
marketing people are finely targeted and provided with the specific services.
• Currency: Only one type of currency is being used in local marketing while globally there is a
different or various type of currency is used.
• Risk factor: Business always associated with the certain level of the risk, in case of global
marketing there is a potential risk because organisation is unaware of culture and buying
behaviour of the customer.

CONTD….
• Investment: There is no such amount of investment is
required when the organisation operate locally, but if
they go overseas that generally requires a large amount
of investment as to adopt the things within the
operational and other tasks to deliver the better output.

CONTD….
• Market type: Generally, organisations deals with the homogeneous type of
market when they operate locally, in this there is a greater probability that products
are similar. While in global market companies deal with the diversified market.
• Competition: It is easy to predict the competition environment in the domestic
marketing. Whereas in global marketing it is difficult to analyse the competition
environment and quite complex to understand the competitor’s strategy.

MARKETING MIX
• Marketing mix is the strategic and comprehensive marketing plan that
comprises of the elements like pricing, product, promotional and distribution.
• Product: Product is what which the company sells in order to generate the
revenues, often understood as the umbrella term that helps businesses to run
smoothly in the market.
• It differs in the international market as where the organisation need to focus on
the cultural background, cultural belief, consumer buying habits and their
disposable income as well.

CONTD….
• Pricing: Dealing with the pricing of the product in
global environment is quite complex, as it undertakes
the traditional costs as costing of goods within the local
market that consists of fixed as well as variable prices.
• It also comprises of competition in market that is
between the specific firm’s products and same goods of
the other firms.

CONTD….
• Promotion: It refers to the type of marketing communication
which the organisation commences with to communicate or
interact with their target audience and persuade them to make
purchase.
• Thus in context with international marketing, firm proceed with
understanding the cultural aspect of the people based on that they
prepared their promotional message to circulate it in the market.

CONTD….
• Distribution: It is about to deliver the products to
the end users, in this many marketers concern with
the place to promote their goods and services.
• While in international marketing it is consider as
the complex task where the firm need to focus on
the suitable distribution channel to put the product
in front of the audience within the market.

LOCAL AND GLOBAL APPROACH
• Local approach is when the organisation deal in the local market and create
their awareness within the local consumers.
• Global approach when there is an opportunity is present for expanding the
business internationally to get the worldwide recognition.
• Local Approach:
• Businesses that operates in the local market contributes in the economy
which is good for improvising the infrastructure.
• Thus with these other external aspects like political, economic, social
remain stable and helps the businesses to grow and develop opportunities
for them to drive better revenues.

CONTD….
• Global approach:
• There are many circumstances which the organisation can proceed with the global approach.
• This strategy helps in increasing revenues and to create a brand awareness worldwide which
gives the potential growth in the business.
• But this approach generally comes up with certain risks which the organisation need to
consider when they go abroad.
• For the HCA if they are successfully established in the local market and have seen the better
opportunities in the global market then in such situation they need to go with this approach.

THE VARIOUS INTERNATIONAL MARKETING
APPROACHES THAT CAN BE ADOPT BY COMPANY
• International marketing is a marketing activity that take place across the
borders. International marketing is very important to expand company
target market. International marketing gives a boost to brands reputation.
• It not only increases customer base and market share but also helps
company to connect with the new vendors, new technologies, large
workforce, and different ways of doing commercial.
• International marketing needs adoptions of various approaches such as
centralised approach, partnership, mergers and acquisitions, social media
platform, decentralisation etc.

CONTD….
Centralization approach: In this approach marketing team work from headquarters where
marketing decision are made. This type of international marketing approach is used when
marketing team is highly knowledgeable and has experience of international marketing
operations.
Mergers and acquisitions: when two existing firms jointly come into one new business is
called merger. Here the name of the business is change, this also reduce the risk factor and
expand the reach to new market segment.

CONTD….
•Decentralization approach: in this decision making and marketing function authority are
distributed all over the international marketing. When the company is followed this type of
approaches then the small team of the independent distributors can formed through the company.
Here, the decision -making power is not in hand of headquarters.
•Partnership: when company expand their business international so they can get an agreement
with an establish company. It can give advantageous such as it reduces risk, when a company want
to enter into another country then with establish company so it reduces the risk of failure. For
company this is very beneficial approaches because they get customers easily because the existing
company customers list can be use by this company.

COMPARE INTERNATIONAL AND HOME ORIENTATION
• There are two types of home orientation which can be used by
company such as polycentric approach and ethnocentric
approach.
• Polycentric approach is followed as a home orientation
whereas the local techniques and personnel are considered as
best for dealing and managing local market conditions.
• In this approach, the subsidiaries are created in international
market and every subsidiary is operated in a proper manner
and independent manner.

RECOMMENDATION TO MAXIMISE OPPORTUNITIES
IN INTERNATIONAL CONTEXT
In order to maximise the opportunities internationally, HCA healthcare Plc. is suggested to be organised in a
hierarchical manner so it gives benefits to the company. where the headquarters which is located in the United
Kingdom, they should discharge responsibilities to international locations of HCA healthcare company.
The company should take all the related decisions from the local country thus, this will help company in
avoiding all kinds or unwanted risks which is connected to the decision -making process.
Company must to develop a global marketing plan before entering in market. So, they firstly analysis the
market by using PESTEL analysis to know the factors such as political, economic, social, technological, legal
and environmental which may affect the operation of the business.

CONCLUSION
• From the above presentation it is concluded that to expand in global market requires a proper
strategy which incorporates the business in international market.
• Above presentation have illustrated the description about the global and local marketing, it
initiated with the discussion of the comparison between the global and local marketing approach.
• It further explains the overview of the organisation for which this study has been conducted,
furthermore it discussed the marketing mix element where it explains how it differs into the
international market.

REFERENCES
• Books and journals
• Forzoni, L., Buffagni, C. and Guercini, S., 2019. Strategic Marketing: From Product Roadmap to
Needs Roadmap Focus, a Cultural-practical Shift. Journal of Industrial and Intelligent Information
Vol. 7(1).
• Ibeh, K., Crick, D. and Etemad, H., 2019. International marketing knowledge and international
entrepreneurship in the contemporary multi speed global economy. International Marketing
Review.
• Jánošová, D. and Labudová, L., 2020. The impact of globalization on regional marketing. In SHS
Web of Conferences (Vol. 74, p. 01009). EDP Sciences.
• Jindal, P. and et.al 2020. Marketing-mix response across retail formats: the role of shopping trip
types. Journal of Marketing. 84(2). pp.114-132.