International Marketing: Approaches and Implications

This document explores the key arguments in the global vs local debate, differences in product, pricing, promotional and distribution approaches in international contexts, various international marketing approaches, and implications of home and international orientation.

INTERNATIONAL
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
P5: Present an overview of the key arguments in the global vs local debate..............................3
P6: Investigate how the product, pricing, promotional and distribution approach differs in a
variety of international contexts...................................................................................................5
P7: Explain and analyse various international marketing approaches organizations can adopt..7
P8: Compare home and international orientation and ways to assess competitors outlining the
implications of each approach ....................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
International marketing involve the business activities that are designed in order to plan
out as well as direct the flow of good and services from one nation to other to gain significant
amount of profitability. Although the organisation are prone to bear various challenge in the
foreign environment such as competitive pressure, government control, changing pattern of
customer behaviour and so on. Thus, to deal out with this situation the strategic alliance as well
as research and development department assist to sustain the competitive position of firm
(Amankwah-Amoah, Boso and Debrah, 2018). To better defined the purpose of international
marketing Wallis company has been selected which cover topics like elements of marketing plan
which are adapted and standardized across the international boundaries. Better understanding of
how to organize as well as evaluate the marketing efforts for multinational global market and so
on are covered in the report.
P5: Present an overview of the key arguments in the global vs local debate
Marketing plan encompasses the detail activities on which the organizations focuses in
order to maintain the standardization across the international market. The written form of
objectives, marketing and operational analyses leads the crucial impact ion order to carry out
business either locally or globally. Regulations as well as local legislation need to be understand
by domestic and foreign company as it leads to smooth operations. Usually foreign companies
needs to understand deep insights about market dynamics as well as market conditions to
mitigate the chances of risk. In relation to Wallis company offer various product range in
clothing and accessories within its geographical market that is UK. It has established renowned
image among external stakeholder because it effectively understand the market and implement
productive changes. So to expand the operations within global market Wallis company need to
understand tax reforms, tariff duties as well as political condition in order to build successful
strategies and attract the customer of foreign market as well.
Basis of difference Global Local
Purpose to prepare marketing
plan
It is the broader aspect where
marketing plan is articulated
in order to cover the
worldwide customers. It
Here marketing plan is
prepared either to promote the
existing product range or
launch new product within

simply comprises of activities
like mass production,
transportation as well as
broadcast the offering through
advertisement technique in
order to successfully exploit
the opportunity.
confined geographical market
(Eteokleous, Leonidou and
Katsikeas, 2016).
Business operations To carry out operations there
is a wider scope for global
market in terms to use the
advance technology and
innovation which leads to
business efficiency.
Within single market or
country, there possibly exist
low opportunity which
somewhere restrict the
operations due to confined
target market as well as
existence of competitors.
Market research Deep market research is
required in order to enhance
the profitability margin that
widen up company's scope in
terms of revenue generation.
At local level, the requirement
of market research is
comparatively very low due to
which there exist low options
for expansion.
Dependency on innovation and
latest technology
Considering it, the manager
who operate globally
extensively depend upon the
latest technology in order to
enhance the process to
produce as well as deliver
final output.
As the revenue generation
source is limited due to which
the dependency on latest
innovation is limited because
it involve huge expenditure in
terms in capital and time to
train the employee which
probably affect current market
operations.
Interference of government Usually the international Although it is necessary to

authority companies who operate at
global level competitively
high faces the government
interference in terms to
maintain the employee's
interest and pay taxes on
regular basis. Along with that
they are liable to pay high tax
rate in order to survive their
operate within global market.
follow the regulations but the
faces low pressure and
interference of government
which catering the needs of
local residence.
Therefore, on the basis of the comparison it has been ascertained that in order to establish
the renowned position the company need to operate in the external market although they are
more reluctant to face the challenges associated with dynamic environment. But at the same time
they can get the opportunity to gain competitive position by designing strong marketing plan that
can help Wallis company to build the significant strategy (Hult and et. al., 2018). The possibility
to tab into the untapped market leads enrich the possibility for company to build favorable
image all around the globe.
P6: Investigate how the product, pricing, promotional and distribution approach differs in a
variety of international contexts
Marketing mix represent the actions as well as essential tactics adopted by business entity
in order to enrich their functioning and expand the arena to deal with customer. It basically
comprises of 4P's that help to identify the favourable processes by which firm can build up sound
strategy and address the needs of their domestic and international target market. Most of the
successfully companies immensely focuses on the marketing mix in order to deeply study the
diverse arena by which they can overpower the existence of rivalry. Explantation of marketing
mix elements on the basis of local and global market are demonstrated below:
Elements Local context (London, UK) International context (Asian
Countries)

Product Wallis company deals in the
women's clothing section within
United Kingdom which being the
fashion hub motivates respected
company to constantly launch the
latest design and pattern so that the
local needs are addressed
effectively. Currently, it has wide
collection in the dresses and
accessories due to which Wallis
company has approximately 134
stores to deal with existing and
potential customers.
The managers of Wallis company
can plan to diversify their
operations in the emerging Asian
market because their they can get
the potential candidate that can
enhance the profitability margin
of company. Based on extended
market the company can gain the
additional revenue from the
specialized offerings (Kotler and
et. al., 2018).
Price Prices refer to the amount which
needs to be paid by the final
consumer in exchange of
commodities. Due to which it
needs to be justified to retain the
interest of existing and potential
market. In context to Wallis
company have successfully
adopted the competitive prices of
their offerings in order to wipe out
the competition and leave wide
options for customer.
The prices differ from market to
market depending upon the
purchasing power of customer.
So within Asian market the
company can set the skimming
pricing strategy and attract the
middle and high income group.
This can help to maintain strong
position in developing market.
Promotion To attract the local market
respected entity uses digital media
that comprises of the use of social
media, website, SEO as well as
affiliate marketing. Further, some
While carry out the operations
within emerging market Wallis
company can spread the
awareness by organising various
events and conferences.

of the traditional media like
television and print commercials
such as fashion magazines helps to
reach out to the potential market.
Additionally, other than using
hoarding, online presence and
television advertisement the
company need to focus on the
word of mouth publicity.
Place or Distribution The company mainly serve the
local area that is UK through
various distribution channel that
comprises of the use of physical
store as well as presence in digital
media. It immensely provide the
flexibility in terms to deliver the
product at the footsteps of
consumer.
To successfully cater the
internation market that is Asian
market, the company uses both
direct as well as indirect platform.
Under which the role of
intermediators or middlemen like
wholesaler and retailer takes
immense level.
P7: Explain and analyze various international marketing approaches organizations can adopt
Organizational structure represent the formal arrangement designed to deliver the
significant roles as well as responsibility in order to build viable relationship. It is considered as
the powerful tool that help managers to present the strategic decision which needs to be followed
by the other unit or lower level. Different international organization structure are determined
below:
International division structure: Such organization structure is used to better deliver
the foreign operations which are essential to exploit the opportunity of overseas growth
opportunity. Within this structure the overall operation of the multinational organization are
divided in various divisions which are created to better handle the functioning of an organization.
The head of each international division which can be marketing, human resource, finance as well
as operation directly report to the CEO of company. The division head basically have the

responsibility to analyze external factor and make significant decision for the welfare of an
organization.
Global function divisional structure: This international organization structure
comprises of different functional department that are responsible to carry out the activities all
around national as well as international boundaries. This department control as well as monitor
the different areas like marketing, human resource, finance that help to control as well as
coordinate the activities of all around the world. This type of division usually facilitate the
centralized control which leads to better formulation and implementation of an organizational
process.
Global product structure: As per this structure all the division of an organization are
allotted the responsibility to function for the growth of product. Different division of an
organization which comprises of areas like finance, marketing, operation as well as human
resource have the authority to make the significant decision to generate sustainable amount of
profitability. Application of this structure effective assist international company to bring
significant modifications in the product to rapidly accommodate the changing requirement of

customer. This systemically help in the advancement of technology to upgrade the life cycle of
product.
Hence, on the basis of different organizational structure it has been determined that
Wallis company need to adopt Global function divisional structure that give more emphasize to
the functional expertise. Along with that due to high centralized control functional manager can
better run the organization process in order to coordinate as well as control organizational
activities.
International marketing approach involve the participation of company in terms to communicate
with customer and deliver them the required product or services. There are various types of
companies that deal in the wide international market but it is not necessary that they need to have
physical store. As with the help of export and online presence they can also grab the opportunity
(Mathews and et. al., 2016). Explanation of traditional and modern approaches for multinational,
global and transactional organisations are determined below:
Traditional marketing approaches: This is the effective, widely used and oldest
method of the marketing approach that help to accelerate huge success. It involve the use of sales
promotion, mass advertisement that help in wide distribution of goods and services. Like, global
companies such as McDonald's uses traditional media like print and traditional advertisement in
order to transmit the offers and successfully cater the emerging needs of customer. Similarly,
Transactional companies like General Electric and Vodafone operate in international market
without considering any particular country as it's home country. So such business comprises of

diverse team at each geographical areas that help in effectively promoting the product. Similarly,
in context to Wallis company uses respective approaches in order to ascertain the needs of local
market and gain the competitive edge. The importance of using this approach is to generate
market awareness and help firm to maximize their potentially in terms of productivity as well as
profitability. On contrary, it involve huge market investment which makes it complication for
the domestic company to adopt in terms to expand the operations.
Modern marketing approaches: This is the innovative international market approach
that help the firm to connect wide number of customer within the real time. It involve the use of
virtual media that comprises of the digital media platform such as SEO, website, affiliate
marketing, use of social media and so on. Such driving factor involve the use of analytical tool
that helps to favorably understand the behavior of target market (Vellas, 2016). Application of
modern approaches assist Wallis company to use the online medium in order to operate in
international market and successfully fulfill the need of people. Main significance of this
approach is that unlike traditional approaches it has wider reach and involve low cost. On
contrary, it leads to huge pressure to build the image in minds of customer through this medium.
Therefore, based on the following international marketing approaches the organization
can adopt the modern marketing approaches. With the help of this medium companies like
Wallis can retain the requirement of customers by using advance technology. This is the cost
effective technique for the domestic company to cater the international market through digital
platform.
P8: Compare home and international orientation and ways to assess competitors outlining the
implications of each approach
Home orientation basically focuses to satisfy the existing as well as emerging needs of
the customer who belong within the geographical or national boundaries. Generally the company
focuses to promote the offering within the existing market in order to significantly maintain its
position within domestic market (Wu, 2016). This helps to overcome the competitive pressure by
effectively tapping the untapped needs and maintain the goodwill within whole market. Wallis
company has already establish sound position in its local market that is UK but along with that it
need to focus to expand the operations worldwide.
Measures to access rivalries: Respected company can effectively plan out in terms to
diversify its operations within foreign market this strengthen the core market position of firm.

Along with that it is the desirable way to gain core competencies by exploiting the unique
external marketing opportunity. Thus, respected company with the help of market research match
the changing trend and maintain customer satisfaction.
International orientation encompasses the role of multinational and global global to
widespread their operations across national boundaries. This influences the role of company in
terms to satisfy the need of various customers in related to carry out smooth functioning
effectively (Williams and Chaston, 2016). Focus is given on the intensive market research and
development activities in order to maintain the global image which leads to sustainable
development.
Measures to access rivalries: In context to Wallis company can widen its knowledge
and conduct market expertise to understand the fluctuation and changing environment based on
which focus is given on the continuous improvement for successive development (Zhou, Wu and
Barnes, 2012). Adequate marketing plan can effective help to achieve the competitive advantage
within both domestic and international periphery.
Porter's five force model: It comprises of the competitive forces that help both domestic
and international company to determine the sources of their competitive advantage. This help to
strengthen the position of firm by focusing on the diverse arena of business.
Basis of difference Home market (Wallis) International market (Marks
and Spencer)
Bargaining power of buyer The domestic company need to
reduce the prices of their
services in order to remain
competitive. Hence, leads to
high power in the hands of
customer.
The existence of competitive
rivalry leads to high bargaining
power of consumer, it further
leads to the neck to neck
competition.
Bargaining power of supplier Wallis company experience
high bargaining power of
supplier due to availability of
wide options. So the company
focuses to formulate
M&S being global company
share viable relation with
supplier in order to
accommodate the needs of
customer. Due to which even

significant requirement of
supplier.
the supplier want to be the part
of international company
because it helps to derive out
the potential business. Hence,
the supplier are not in state to
bargain which leads to low
bargaining power.
Existence of competitive
rivalry
Wallis company experience
high presence of competitive
in its home market that is UK.
So competitors strategy are
evaluation in order to
strengthen current market.
Marks and Spencer faces
intensive competition in both
domestic and global market to
maintain its position. This
there exist high power of
competitive rivalry.
Threat of new entrant Generally the company faces
medium to low threat of new
entrant. So it try to rapidly
adopt the innovation that
enhances the efficiency of
services.
The threat of new entrant is
low as the company already
has maintained global
reputation which is tough to
break by new market player.
Threat of substitution Wallis company within its
geographical boundaries
experience high threat of
substitution so it focuses to
maintain the long term
customer relationship.
The company considerable
faces high threat of
substitution from the global
player. So it constantly
upgrade the services and offer
supreme level of network to
customer.
CONCLUSION
From the above report it has been determined that the purpose of company to conduct
international marketing is profit maximization so they analyze the diverse geographical market

and accordingly bring modification to accommodate the need of target market. Business entity
needs to build up the effective strategy and focus on the different elements like pricing approach
or distribution channel in order successfully commence the business within new territory.
Therefore, various international approaches helps in the promotion of brand that leads to build up
the sustainable development position.

REFERENCES
Books and Journal
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an international marketing perspective. International Marketing Review.
Eteokleous, P. P., Leonidou, L. C. and Katsikeas, C. S., 2016. Corporate social responsibility in
international marketing: review, assessment, and future research. International
Marketing Review. 33(4). pp.580-624.
Hult, G. T. M. and et. al., 2018. Addressing endogeneity in international marketing applications
of partial least squares structural equation modeling. Journal of International
Marketing. 26(3). pp.1-21.
Kotler, P. and et. al., 2018. Marketing management: an Asian perspective. Pearson.
Mathews, S. and et. al., 2016. Internet marketing capabilities and international market growth.
International Business Review. 25(4). pp.820-830.
Vellas, F., 2016. The international marketing of travel and tourism: A strategic approach.
Macmillan International Higher Education.
Williams, J. E. and Chaston, I., 2016. Links between the linguistic ability and international
experience of export managers and their export marketing intelligence behaviour.
International Small Business Journal.
Wu, C. W., 2016. The international marketing strategy modeling of leisure farm. Journal of
Business Research. 69(4). pp.1345-1350.
Zhou, L., Wu, A. and Barnes, B. R., 2012. The effects of early internationalization on
performance outcomes in young international ventures: the mediating role of marketing
capabilities. Journal of International Marketing.20(4). pp.25-45.