Global vs Local Market Comparison

This assignment requires comparing the global market with the local market, highlighting their differences in terms of marketing strategies, consumer behavior, and business performance. It involves analyzing various references from books, journals, and online sources to understand the nuances between these two markets.

International marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Scope and key concepts of international marketing....................................................................1
Analysis of the global business environment and its routes ......................................................2
Opportunities and threats ............................................................................................................3
The rationale for Zenith Pizza entering foreign market...............................................................4
TASK 2............................................................................................................................................4
Briefly explain market strategy and draw on the importance for Zenith Pizza plan for foreign
market .........................................................................................................................................4
Different market entry strategies, including the advantages and disadvantages ........................5
Apply the market evaluation criteria, entry strategies and also make recommendations that
could help Zenith Pizza to gain global presence. ........................................................................6
Tariff and non tariff barriers for international market.................................................................7
Adopt marketing strategies..........................................................................................................7
Task 3 ..............................................................................................................................................7
Global and local marketing and Merchandise and service import and export ............................7
Merchandise and service import and export ...............................................................................8
product, pricing, promotional and distribution approaches differ in a variety of international
contexts........................................................................................................................................8
Company uses various approach to expand their business .........................................................8
Zenith Pizza should adopt a global or local approach and highlighting the implication.............9
import and export process............................................................................................................9
Marketing mix..............................................................................................................................9
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
International marketing helps to identify the different needs and wants of the customer
across the national borders (Moon and Oh, 2017). It is helps to manage the different marketing
activities in different nations, it also called as global marketing. Designing the different
marketing activities such as marketing mix (product, price, place, promotion, physical evidence,
process) all over the world and making according to the different needs' and wants of the people.
Zenith Pizza is providing the variety of pizza in all over the world.
The report will highlight the concept of international marketing in the context of
increasing growth of Zenith Pizza in the international market. Further more, it will examine the
various routes of entering in the international market to expand the product in all over the world
also describe the different factor which affect the business of Zenith Pizza. Later project will
analysis the opportunities and threats of the Zenith Pizza in the context of international market.
Later It will examine the different ways of entering in the market also explain the advantages and
disadvantage of each. Moreover, report will describe the recommendations that could help Zenith
Pizza to gain global presence with the help of entry strategies. It will also examine all the activity
which describes the local and global market.
TASK 1
Scope and key concepts of international marketing
The concept of international market it is that the global market helps to company for
provide many doors of entering in the different markets to expand their business in the
international market. Further, it helps to provide the best opportunity for enhancement the
customer base while expand the business(Armstrong, G. and et.al 2015). As well as it also
provide the opportunity to build the good relationship with the other businesses within the same
industry it could be help to increase the brand values also increase the customer base for
enhanced the performance of the company.
Describe the scope of international market
Online platforms
Online platform is the best scope of enhance the business. The improvement in
technology helps to business that firm use the online platforms to expand their business in all
over the world that customer easily purchase the product through online platforms which leads
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the sale of the product. Further, online platform is the best way to increase the market in
international market.
Commercial policies
Many Business enter in the international market by designing their own rules and
different policies that suits the vision and mission of the company and requirements. Different
rules and regulation of the country is affect the policies of the firm.
International marketing research
International market is essential for generating the high revenue, as its dealing with the
large market. The research is help to the business for provide the proper knowledge about the
target audience, needs and wants of the customer and different buying behaviour (Armstrong, G.
and et.al 2015 ). So market research is provide the brief information to the company so makes
better planning for launching the product such as different sales promotional techniques.
Analysis of the global business environment and its routes
Technological environment
International market helps to Zenith Pizza for enhance the performance of the business in
across the national borders (Bajac, Palacios and Minton, 2018. ). It provides the different
advantages of the firm such as elaborate the largest customer base while increase the profit
margin of the Zenith Pizza. Further, Zenith Pizza may choose the best strategies for expand the
business also helps to reduce cost because the technology of online and social media advertising
can reduce the cost of international marketing as compare to the domestic market.
Social environment
International market not only provide the opportunities it also helps to enhance the good
relationship and increase customer base. Zenith Pizza can make the best relationship with the
customer and different businesses to increase the long term relationship they provide the healthy
food products to the customer. When zenith pizza focus on making the good relationship and
provide the healthy product to the customer it helps to their business for lifetime that they
maintain the good relationship with others and thus its helps to increase the value of brand.
Political influences
Political factor affect the business when they enter in the international market there are
many activities such as legislation, taxation, trade regulations etc. which affects the business. So
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Zenith Pizza can manage all the activities whet they enhance their business in the international
market.
Routes of international market
Export
It is the simplest way of international marketing it is that company export the product in
the international market. It helps to Zenith Pizza for generating the high revenue when they
export their product in the international market.
Contractual agreement
Contractual agreement is helps to increase the customer base because it is the document
that provide the evidence to the company that company uses this agreement to expand their
business in the international market(Folinas and Fotiadis, 2017). Zenith Pizza also can use this
agreement to moves in the international market. It is the best chance to expand the business by
increase the customer base and generate the high profit margin.
Joint venture
Joint venture is also the best way for expand the business in the international market. This
is the process when to firms get together for share their profit and expenses in order to complete
the objective and achieve the goal of the company (Eisend, Evanschitzky and Calantone, 2016).
Further, Zenith Pizza also can uses the join venture to expand their business in the international
market.
Joint vesture is the best route of entering in the international market. Further Zenith Pizza
can adopt this strategy for entering in the international market.
Opportunities and threats
Opportunities
Larger market
Zenith pizza enter in the new market this is opportunity when they enter in the new
market is help to increase the customer base also helps to grow, it can be significant for
expansion and gebrate the revenue. New location and new market is increse the new customer
base it can be extremely impactful fot the firm.
Brand reputations
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Brand reputations is the best advantage of the international market, it contains that global
market is help to increase the brand value because zenith pizza may focus on the different
marketing strategies which can implement in their business to increase the quality of product.
Regardless, customers choose the best product according to the brand values of the product
which will helps to increase the sale of the organization.
Threats
Tax barriers
Tax barrires is the biggest threat for the zenith pizza because when they enter in the
internatioal market there are many taxes and duties which business bears such as import export
duty. This actvity is create by the domestic country to save the local and domestic businesses
from getting sidelined by international companies.
Legal factor
Various legal activities affect the firm that they follow different policies, rule and
regulations, priorities towards international trade. These all factor affect the zenith pizza which
increase the expenses as well as increse the time. Some countries may follow the rule in a
lenient way whereas some may be folow all the rules accordingly. These factor incres the risk
of the firm and create drastic changes which directly impact on the firm.
The rationale for Zenith Pizza entering foreign market
Zenith Pizza provides the variety of pizza in all over the world. They use the best
promotional techniques in the business to expand the customer base such as sales promotions,
advertising etc. Firm provides the affordable prices to the customer they use the best pricing
streategy to attract the customer.
TASK 2
Briefly explain market strategy and draw on the importance for Zenith Pizza plan for foreign
market
Marketing strategies- Marketing strategies is the plan that every company adopt in their
businesses to identify the competitive advantage. These strategies promote and sell a goods and
services.
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Zenith pizza adopt the social media marketing in their business to expand the bsuiness
globally. This platform is best for enhance the sales. The importance of social media marekting
is that it increases the customer base. This marketing strategy build a brand and increase a
brand's visibility. So this is teh best way of enhance the business in international market.
Different market entry strategies, including the advantages and disadvantages
Zenith pizza uses different strategies to enter in the market and expand their profit and
sale , also this strategies helps to enhace the market share and customer base .
Company can use various strategies to enter in international market by
Licensing
Licencing is the way of entering in the international market. Under this contract
company can gives the rights to another foreign company for uses the intelectual property of the
company. It is exchange for royalty fees.
Advantages Disadvantage
Licensing is provided the limited degree of risk
which means company directly share their
properties to other company that reduce the
misunderstanding as well as company has
established product and it can generate the high
return.
Company hold the licensing but it may
reduce the reputation of the company because
risk of poor planing or execution affects the
product success also poor control and poor
management is affect the reputation of the
company.
Joint venture
Joint venture is also the best way of entering in the international market. When two
company come together and share their profits and expenses (Kasemsap, 2016. ). Further it
also invest their resources to achive the goal of the business and create more opportunities for
botha as enhance growth and expansion , it is callled as joint venture.
Advantages Disadvantages
The advantages of the joint venture is that the
barriers of entry and exit is relatively low as
The disadvantage of the joint venture it is that
both company has followed different culture
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compare to the other ways. So it is flexible
because risk and profit is equally shared among
both firms.
which leads the cultural clashes as result
management is not proper.
Apply the market evaluation criteria, entry strategies and also make recommendations that could
help Zenith Pizza to gain global presence.
Evaluation criteria
Objective
The first step for evaluating the to plan to determine the objective of the Zenith Pizza as
they estabilsh different different strategies to achieve the objective of the business.
Framework of selection of objective
It is very important to set a objective while evaluation the plan for increse the growth of the
Zenith Pizza to select the most suitable ideas.
Preliminary Selection
it means Zenith Pizza identify their Potential customer to target the market. The common
factors considered are population, preferences of customer. potential income,environmental
factors etc.
Short listing of markets
To shortlisting the market choose the best marketing straregies such as segemnting, targeting
and positionning.
Analysis and selection
Analysis the market by uses the different staregies and generating the high revenues
through marketing research. Lauch the productby use the different prmotional activittes
Testing the market
Testing the market it means company launch their product in the market and gives the feedback
to the customer and make changes according to the preferences of customer.
Production
After evaluate all the plan and consider all the feedbacks by the customers makes the best
product according to the needs of customer.
Recommendation
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Zenith pizza should enter in the international market for expand their business and increase the
market share and take competitive advantages and compete to the other company, provide the
best quality product and satisfy the customer (Martin and Javalgi, 2016). Further, company
should enter in the international market to increase the sales and generate the high profit margin.
Tariff and non tariff barriers for international market
Tariff barriers
Import tariff duty
The tariff duty is custom duty held by the importing country i.e. the tax is charges on the
imported goods. Country protect their local and domestic industries to the foreign companies so
they charge the high taxes so this is the biggest barriers to enter in the international market
Transit duties
Transit duties means increase the cost of production because transfer the commodity top
one country is increase the cost. Further it's also the biggest barriers in the international market.
Non tariff barriers
Quotas
It means the importer and exporter pay the higher amount on the good which means they pay the
extra amount and pay as penalty. It is also the barriers for the company when they enter in the
international market.
Embargo
Different countries banned the certain goods for import and export so it is the barrier for entering
in the international market
Adopt marketing strategies
Zenith pizza may adopt the marketing and research strategies for analysed the market and
set the target according to the different needs and wants of the customer.
Company can also adopt the STP strategies to find out the market position and customer
for evaluating the best market plan and expand the business.
Task 3
Global and local marketing and Merchandise and service import and export
In global marketing many comany makes the product acording to the the company
macro factors such as in political conditions company can affect positively and negatively it
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includes new trade, export policies ,in economic factors it contains recession, depression etc
(Moon and Oh, 2017). It aslo affect the positivsly and negatively to the company it can helps to
increse or decrese the sales of the company, further in the social factors that includes the
behaviour of society and their culture. Moreover in legal factors that contains the different laws
and contracts and rules of the foreighn country and at last the firm has to see technological
factors like new technology which aslo influence the people (Funk Alexandris and McDonald,
2016). So the government is influence the global marketing and firm is liable to folow the
rules.
In local marketing it includes that comany sale their product in their own country and
they only follow the rules and regulation of one country. Firm are selling same product to their
customer and aslo people have purchse the product within the country.
Merchandise and service import and export
Merchandise
Merchandise means it helps to promote and sell the company products to the customer is in
your store .
Advantage Disadvantage
Help to Increase the sale Increase the cost of promotional activity
Service import and export
Import and export service is help to sale and buy the product to the foreign countriy which helps
to company for increase the customer base.
Advantages Disadvantage
Increase the customer base Increase the cost
product, pricing, promotional and distribution approaches differ in a variety of international
contexts.
Company uses various approach to expand their business
Product approach
It means company use this strategy for expand their business company makes the best product
according to the needs of customer maintain the quality of product.
Pricing approach
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Company uses the different pricing approaches to attract the customer and provide the best price
to the customer that customer easily buy the product (Armstrong, and 2015.).
Promotional approach
Promotional approach helps to increase the demand of the product.
Distribution approach
This approach is help to company for provide the product to the customer by the use of
distribution channel.
Zenith Pizza should adopt a global or local approach and highlighting the implication
Zenith pizza use both global and local it helps increase the sales of the company as well as
increase the probability and company also gemntae the high revenue when they enter in the
global market. so company should enter in the international market for generating the customer
base.
import and export process.
Import and export process
 File bill of entry with business identification number.
 Determine rate of duty
 File important document with costumes departments
 Submit import and export report
 Receive permission to import and export goods
Marketing mix
Product
It means company use this strategy for expand their business company makes the best product
such as Zenith Pizza makes the healthy and organic pizza to consumers. This innovation is helps
to attract the customers. So firm makes the healthy foods according to the needs of customer and
maintain the quality of product to enhance the demand of product.
Price
Zenith pizza uses the different pricing strategy to attract the consumers and provide the best
prices on the product. So consumers attract towards this pricing strategies and they easily
purchase the product. Zenith Pizza uses the penetration pricing strategy to sale the pizza in the
marker. (Armstrong, and 2015.).
Promotion
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Promotion helps to increase the demand of the product. Zenith Pizza uses the social media
marketing strategies to promote the product in all over the world. a
Place
Zenith pizza provide their products in all over the world. But they mainly establish stores in high
society areas. Therefore, company target the high income groups of customer so they open their
stores in high class society area.
CONCLUSION
Report has been concluded about the international marketing which described the
different routes of entering in the market also concluded the advantages and disadvantage of the
routes. Report has been concluded about the marketing strategies of company that it follows in
order to increase the competitive advantage and customer base. It also, mentioned various
approaches a company adopts while entering in the market. Moreover, thereoprt has been
described the difference between global market and local market.
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REFERENCES
Books and Journals
Armstrong, G., and et.al., 2015. Marketing: an introduction.
Bajac, H., Palacios, M. and Minton, E.A., 2018. Consumer-brand congruence and
conspicuousness: an international comparison. International Marketing Review. 35(3).
pp.498-517.
Brouthers, K.D., Nakos, G. and Dimitratos, P., 2015. SME entrepreneurial orientation,
international performance, and the moderating role of strategic alliances. Entrepreneurship
Theory and Practice. 39(5). pp.1161-1187.
Christofi, M., Leonidou, E. and Vrontis, D., 2017. Marketing research on mergers and
acquisitions: a systematic review and future directions. International Marketing
Review. 34(5).pp.629-651.
Eisend, M., Evanschitzky, H. and Calantone, R.J., 2016. The relative advantage of marketing
over technological capabilities in influencing new product performance: the moderating
role of country institutions. Journal of International Marketing. 24(1). pp.41-56.
Folinas, D. and Fotiadis, T., 2017. Marketing and Supply Chain Management: A Systemic
Approach. Routledge.
Funk, D., Alexandris, K. and McDonald, H., 2016. Sport consumer behaviour: Marketing
strategies. Routledge.
Kasemsap, K., 2016. Role of social media in brand promotion: An international marketing
perspective. In Managing public relations and brand image through social media (pp. 62-
88). IGI Global.
Keillor, B., 2015. Toward a Theory of International Marketing. In Proceedings of the 1993
Academy of Marketing Science (AMS) Annual Conference (pp. 181-185). Springer, Cham.
Martin, S.L. and Javalgi, R.R.G., 2016. Entrepreneurial orientation, marketing capabilities and
performance: the moderating role of competitive intensity on Latin American International
new ventures. Journal of Business Research. 69(6). pp.2040-2051.
Moon, B.J. and Oh, H.M., 2017. Country of origin effects in international marketing channels:
how overseas distributors account for the origins of products and brands. International
Marketing Review. 34(2). pp.224-238.
Onkvisit, S. and Shaw, J.J., 2015. A cross-national comparison of the applicability of
standardized international advertising. In Marketing Horizons: A 1980's Perspective (pp.
93-98). Springer, Cham.
Sinkovics, R.R., 2015. International Marketing Culture. Wiley Encyclopedia of Management.
pp.1-2.
Yan, A. and Luo, Y., 2016. International Joint Ventures: Theory and Practice: Theory and
Practice. Routledge.
Online
Local marketing vs global marketing. 2019.[Online]. Available through:
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local-and-international-marketing/
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