Comparing Home and International Orientation in International Marketing

This presentation discusses the differences between home and international orientation in international marketing and their implications for businesses. It also outlines how competitors focus on strengths and weaknesses of each approach, and provides recommendations for businesses to succeed in both local and international markets.

International marketing

Comparing home and international orientation and different ways that competitors
outlining the implications in each approach
Home orientation International orientation
1. In this type of orientation, business activities are
done in one country only at local or domestic level.
Here, the activities of production, selling and
distribution of goods and satisfaction level of
customers is seen within one country only.
2. In home orientation, business organisation cannot
have easy access to the latest technology, it takes
time to adopt new technology.
3. The risk factor and major challenges that can
impact company’s performance, are less as compared
to international orientation.
1. While on the other hand, when the business
operations conducted in multiple countries at global
level then it is known as international orientation.
For example- export-import of products or services.
2. In this type of orientation, the major benefit is that
the business company can have easy access to the
latest and updated technology.
3. On the other side, due to socio-cultural
differences, major external factors like rates and
international pricing strategy the risk is high. It
requires a lot of deep research on the market trends.

Continued…
 Competitors focusing on strengths and weaknesses of each approach such as
understanding the needs and requirements of customers.
 By identifying market and customers trends the competitors is outlining the
international approaches.
 At domestic marketing, competitors are focusing on rules made by government locally.
 And on the international side, competitors require huge capital to invest in big projects
so they work with government strategies.

Recommendations
 understanding of local marketing strategies
 create close relationships with the teams of local market.
 proper market research
 creating potential customer profile
 focus on 7Ps of marketing mix
 Promotional activities such as social media platform, advertisement