International Marketing Report

This report examines PRINGLES' international marketing strategy, analyzing the company's approach using Porter's Diamond Model and exploring the social and cultural differences between the UK and Japan. It delves into the strategic marketing mix and strategies employed by PRINGLES to adapt to these differences, providing insights into successful international marketing practices.

INTERNATIONAL
MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
ASSESSMENT ...............................................................................................................................1
Porter's diamond model analysis ................................................................................................1
Analysis difference between social and culture in UK and foreign countries............................3
Strategic marketing mix and strategies. .....................................................................................4
CONCLUSION ...............................................................................................................................6
REFERENCES ..............................................................................................................................7

INTRODUCTION
Global marketing term refers to the marketing on the worldwide scale of the taking and
reconciling of the commercial advantages of global similarities, opportunities and differences of
operational in order to meet the objectives of the global area. PRINGLES is an American brand
of the Potato and also wheat based stack-able chips for snacks. This report will examine the
analysis and evaluation of the Porter's Diamond for helping the appropriateness and
attractiveness of the particular market for the supplying the products and services. It critically
evaluates the importance of the social, culture differences, between the foreign and UK markets.
Furthermore, this report will study the strategic marketing mix and strategy has been altered for
the foreign country Vellas, (2016). It also provides some actual developing marketing strategy
for the new markets.
ASSESSMENT
Porter's diamond model analysis
The porters diamond which properly refers to the advantages of the national and it
has been designed for helping and understanding the competitive advantages for the
groups or nations which posses due to certain and particular factors which is available for
them.
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Illustration 1: Porter’s Diamond Model
(Source: Porter's Diamond Model 2018)
Firms strategy, structure and rivalry:- Some national context in which PRINGLES is
operated at the larger level for determining the creation, management and organized because it
directly affects the structure and strategies as well. It focuses on the conditions of the country in
which it determines the establishment of the PRINGLES. Culture aspects plays an important role
in these moreover, the rivalry of the domestic is instrumental for the international
competitiveness and it also forces the PRINGLES to develop the sustainable and unique
strengths and capabilities De Mooij, (2015). It refers to both the advantages and disadvantages of
the PRINGLES in a particular and certain situation when setting the company and business in
another country and it is very much difficult to make new strategies, structure and rivalry. Its
important to search the domestic rivalry and continues search for the competitive advantages
within the nations which helps the organization for achieving more competitive advantages on
the international scale.
Factors conditions:- This term refers to the capital, natural and human resources which
has been available. In this term it relates to the factors of production such as infrastructure and
knowledge. This factor involve two competitive factors the human resources such as
qualifications, labor cost and commitment as well and another is infrastructure and knowledge
resources. The advantages of the factors conditions for PRINGLES is there is large number of
educated and skilled workers. This helps in the overall development of the company.
Relating and supporting industries:- all the success of the PRINGLES is depended on
the presence of the supplier and also with the relating industries within the regions. The
internationalization and competitive suppliers reinforce innovation. Advantages of the relating
and supporting industries for PRINGLES is to know about each other and also encourage each
other for producing the complementary products and services and on the other hand the negative
aspect of this term is sometimes it gives tough competition for standing in the market.
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Demand conditions:- The conditions of the home demand is basically affects on the
larger level that how the PRINGLES within the certain nation are. Larger market creates so
many challenges and on the other hand it also creates opportunities for growing and becoming
better which easily satisfied the customers of the PRINGLES Morschett, Schramm-Klein &
Zentes, (2015). The positive impact is it gives and provides and opportunities for the
development and growth of the PRINGLES on the country and also the negative factor is it
brings so many hurdles with the expansion and demands of the customers.
Government:- Most important and prominent role of the government in the porter's
diamond models which is explained as the catalyst and challenger because PRINGLES doesn't
believe on the free market where all the strategies is leaving up on the economy. Government is
most helper and supporter for expanding the PRINGLES in another country. The positive aspects
of the government is it push the PRINGLES for increasing their aspirations and move to the
higher level of the competitiveness and on the other hand the negative factor is when the
government is not supporting the company and helping them for standing in the country and
market.
Chance:- chance plays an important role in the for providing the opportunities for
innovations in the PRINGLES for starting up new operations in the new country. The main role
of the chance is involves the external factors such as natural disasters. The positive impact of the
chance is it gives an opportunity to grow and develop their brand in other countries and on the
other hand the negative impact is it causes war and natural disastersEteokleous, Leonidou &
Katsikeas, (2016).
Analysis difference between social and culture in UK and foreign countries
Segmentation Targeting Positioning (STP):- in marketing, it is important to have the
Segmentation, Targeting and Positioning in a broad framework where it analyses and summarize
the process of the market segmentation. It concentrates on focusing on one level of the several
and different segments of the PRINGLES. about the In this it targets the audience according to
the age where only young generation from 10-35 age people love to eat PRINGLES products
Rowley, (2016). It differentiates the individuals according to the age and then target the audience
and then positioning their products in the market.
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UK market Japonia market
Culture In UK PRINGLES is
following a hierarchical
culture where it has the vast
majority of the companies and
all the instructions has been
formulated as the polite
culture.
the culture of the UK IN
PRINGLES of it home based
because in UK it home based
country.
The culture of the Japonia is
defined as the expectations and
specific rules. The culture of
the PRINGLES in Japonia is
different where it is based on
the restrictive and repressive
practices which is similar.
In Japonia market it refers to
the culture according to the
peoples and different types of
people following different
types of culture such as
Social PRINGLES keep in mind the
taste and preference of the
customers. In UK 70% of the
population were eating junk
foods and they like it because
company makes the products
according to their taste and
preferences Lovelock &
Patterson, (2015).
The social difference relates to
the age, religion and
orientation of the UK culture
which basically refers to the
differences between age
grouped people that
PRINGLES only launch their
products according to the taste
Social factor of the Japonia is
refers to the facts and
experience which influence the
behavior, attitude and
personality of the individuals.
There are so many differences
between UK social factor and
Japonia such as in Japonia
people are diet conscious and
also love to eat organic
products and in PRINGLES
products it contains so much
fat and oil which is not good
for them.
In Japonia it refers to the
diverse changes in the market
where only few people love to
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of the individuals in UK. eat the PRINGLES products
and others are conscious about
their health and only eat
organic and healthy products
which involves all age groups
and religions peoples.
Strategic marketing mix and strategies.
Marketing mix is a type of foundation model which has been defined as the set of marketing
tools which has been used by the PRINGLES for using and pursuing the objectives of the
marketing in the targeted market. There are 7 p's which has been defined as the marketing
strategy for developing the strength and avoiding the weaknesses.
Product offerings alternations:- it is one of the most important part of the marketing
mix where it satisfies the needs and wants of the customers. Products may be sometimes tangible
and intangibles services and ideas to explore the PRINGLES and its products and manufacturing.
Products are the main part of the PRINGLES which satisfy the needs and demand of the
customers. It involves each and every things which has been recommended in the products and
services of the PRINGLES such as the designing of the products. An offering in the marketing is
the total offer to its customers Fang, & et.al., (2018). From offering the valuable and which
represent the additional values to its customers such as time to time availability, technical
supports, convenient delivery and also the quality of the services of the PRINGLES. Also
remember the taste and preferences of the customers whether they like it or not and also the new
trends which is ruining in the market.
Promotion activities specification for the foreign markets:- promotion word refers to
the activities of the marketing strategy where all the planing regarding to the marketing of the
products and services has been implemented and it refers to the communication of the marketing.
There are so many sources which has been involved in the promotion of PRINGLES products
such as advertising, direct marketing, sales promotion and PR. There are so many ways which
refers to the activities of the promotion of the marketing mix where it balances the situation of
the marketing and also the strategy of the messages for marketing reaching to the customers.
From media and channels it reaches to the targeted audience and also the frequency of the
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message that it is attractive and reaching the customers or not. From better marketing and
promotional strategy it increases the sales and productivity. It also retains customers and remain
the existing customers. In international markets the promotions of the PRINGLES refers to the
delivering the products and services to the end users Riasi, (2015).
Place/ distribution methods to deliver the products:- its important to find out the best
place for the distribution of the products and deliver it to the needy customers. Place of selling
the PRINGLES products in that area which is convenience for the customers. There are so many
strategies which has been considering for the intensive distribution of the products, selective and
exclusive distribution of the products which easily reach to the customers for satisfying the needs
and demand of the consumers and clients. It is important for expanding the PRINGLES in the
market that it covers the right place for the distribution and also contributing in the whole
market. The decision of the location is must important because from identifying better locations
which is convenient for the customers then its easy for them to aware about the products of the
PRINGLES.
Pricing strategies utilized:- pricing refers to the amount and cost which has been paid
by the customers for the products. There are so many pricing strategies which is useful for the
selling the products and services. Price of the products can be set for Maximizing the
profitability for each and every unit which has been sold and form the market overall. Pricing
strategies refers to the sacrifice consumers which is prepared for making acquire products such
as efforts and time. Pricing strategy is not only variable which has been implemented for the
revenues from selling of the products and services. Price of the products and services also
involves the considerations of the customers perceived values. Pricing strategy such as discounts
and offers attract the customers easily and retain new customers which increase the sales and
productivity of the PRINGLES Chung, (2016).
PRINGLES statistical formulation through graph
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UK and Japan making international marketing with PRINGLES
In Japan there are so many flavors are available and customers it is an amazing array of the
limited editions flavor produced by the Japan which has been liked by the customers and also
increase the quality of the potatoes. From seeing the unique offers for selling the products and
services and it also attracts the customers by their colorful tins.
In UK it is a popular snack food in the snacks because the packaging of the chips are natural and
attractive because of their colors.
From both the international marketing in UK and Japan it makes a success and growth and make
an powerful strategy for making a brand image in the international market.
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Illustration 2: Ad of the month – PRINGLES
(source: Ad of the month- PRINGLES 2018 )

CONCLUSION
International marketing term refers to the applications of the marketing principles which has
been satisfied the needs and wants of different people and residing across the national borders. It
is done on the international levels. It is a performance of designing the business activities for
planing, pricing, promoting and direct flow of the business goods and services to the customers
and also it has been done for generating the profit and revenues. This report will conclude that
the porter's diamond model for analyzing the activities of the company and also the difference
between the cultural and social differences between UK and Japonia market. Moreover, it will
conclude the marketing mix strategies of the company.
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REFERENCES
Books and journal
Chung, T. W. (2016). A Study on Logistics Cluster Competitiveness among Asia Main
Countries using the Porter's Diamond Model. The Asian Journal of Shipping and
Logistics.32(4). 257-264.
De Mooij, M. (2015). Cross-cultural research in international marketing: clearing up some of the
confusion. International Marketing Review.32(6). 646-662.
Eteokleous, P. P., Leonidou, L. C., & Katsikeas, C. S. (2016). Corporate social responsibility in
international marketing: review, assessment, and future research. International Marketing
Review.33(4). 580-624.
Fang, K. & et.al., (2018). Assessing national renewable energy competitiveness of the G20: A
revised Porter's Diamond Model. Renewable and Sustainable Energy Reviews.93. 719-731.
Lovelock, C., & Patterson, P. (2015). Services marketing. Pearson Australia.
Morschett, D., Schramm-Klein, H., & Zentes, J. (2015). Strategic international management (pp.
978-3658078836). Springer.
Riasi, A. (2015). Competitive advantages of shadow banking industry: An analysis using Porter
diamond model. Business Management and Strategy.6(2). 15-27.
Rowley, J. (2016). Information marketing. Routledge.
Vellas, F. (2016). The international marketing of travel and tourism: A strategic approach.
Macmillan International Higher Education.
online
Porter's Diamond Model 2018. availbale through. [Online]. <https://www.business-to-
you.com/porter-diamond-model/>
Ad of the month – PRINGLES. Available through. [Online].
<https://yougov.co.uk/topics/consumer/articles-reports/2017/06/13/ad-month-pringles>
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