International Marketing: Approaches and Implications

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