International Marketing: Global vs Local Debate, Marketing Mix, and International Marketing Approaches

This presentation on international marketing covers topics such as the global vs local debate, marketing mix, and international marketing approaches. It discusses the importance of marketing at the international level and provides insights on how to adapt the marketing mix. The presentation also explores different international marketing methods, their benefits and limitations, and provides recommendations for implementing direct exporting and improving market orientation.

International Marketing

TABLE OF CONTENT
 Introduction
 Global vs local debate
 Marketing Mix
 How to adapt marketing mix
 International marketing approaches
 Marketing approachesMarketing approaches
 Home & international orientation
 Home VS international orientation
 Recommendations
 CONCLUSION

INTRODUCTION
Market is wider and broader which comprises of small, medium and large
enterprises. It is crucial to focus on scope of marketing so that goals are
accomplished. International marketing is to be defined as importing and
exporting of goods across the foreign countries. Main aim of this report is
to understand the importance of marketing at international level. Tesco, a
large supermarket organization headquartered in United Kingdom. It is
located at global scale and wide range of competitors such as Walmart,
Sainsbury, Amazon, etc

Global vs local debate
Tesco, which is largest supermarket firm has been increasing its market size
and scope at larger level. The current performance of organization is flexible due
to regular changing of market situations. The firm is located at global scale and
has been involved in marketing of brand at larger to enlarge their business.
Global marketing-
 Products and services - In global marketing, products as well as services
are being offered of various types so that customer satisfaction is provided at
all level.
Local marketing
 Products and services - It is type of marketing in which products and
services are distributed at local level within region.

Continue..
Promotion- Global marketing
 It is also crucial factor which is to be focused in which at global scale
promotion of a brand or product is done through using various tools &
social media platforms.
Local marketing
 At local level, marketing is done by use of physical promotion tools &
other procedures.
Impacts
Global marketing
 In global level of marketing, it has wider impact on business functions
and operations.
Local marketing
 In this, impact on business is small and it is crucial to focus on as they
are easily controllable.

Global or local method
In business, situations are of different types and accordingly other
procedures are implemented. Both local as well as global methods are
important and it depends upon entity to focus on most appropriate form of
methods.
In reference of selected entity, they prefer global approach as it
helps them to access to business opportunities in most easier way.

Marketing Mix
Marketing mix refers to process of strategical approach in which
promotion and advertising of brand is done through using tools as well as
techniques. To use this approach, a highly effective strategy & resources at
larger scale are needed. Moreover, manager is responsible for using of
marketing approaches in appropriate manner. It is further discussed as
follows-
Product- It refers to commodity or a thing which is used for sale. In
viewpoint of chosen firm, they have wide range of products such as
retailing, apparels. At international level, products have large portfolio.
Every organisation have products which are used for sale as well as
purchase.
Price- A price refers to value of a commodity which is meant for sale. It is
essential to set price in effective manner. Every product is required to have
a price and there are various types of pricing strategies which are used
such as price skimming, penetration, etc. on basis of which price is being

Continue..
Place- A place refers to location from distribution is being done. It is
essential to have physical place so that everything is being done in proper
manner. In context of Tesco, they have physical and non physical stores
which allows customers to access products easily. It is crucial to make
ensure that customers are easily accessible to product without facing any
issue or problem.
Distribution- It is a last component in which product is being distributed
& sale processes are carried out. In this promotion techniques are used so
for advertising of products. It is time consuming process because entity
has to decide to select appropriate kind of distribution technique.

How to adapt marketing mix
The concept of marketing mix is wider as well as broader. It is essential to
focus on this so that it is easier for organization to adapt it with proper
considerations so that objectives are achieved. In international context,
analysis is being made so that elements are used in most effective manner.
To adopt marketing mix, appropriate environment scanning is required so
that elements are used accordingly.
In reference of chosen entity, they too uses this marketing mix method
which allows them to achieve competitive benefits & access to customers
mind in easy way. Furthermore, sources of information need to be used
with proper considerations.

How marketing mix is applied
In market, different types of situation arises and it is crucial to focus on
these marketing approaches as they help in accessing to appropriate kind
of marketing opportunities. In case of Tesco, they uses this method in such
a way that they are able to gain information at all level.

International marketing approaches
Methods are important to be used when accessing to international
approaches. With help of these approaches, marketing activities at
international level are executed at appropriate level. So, selected
organisation uses these methods as it assist them in making decisions
effectively. Different kinds of methods are explained as follows-
Direct exporting-
It is defined as process of vendors through which suppliers directly sells
the product within market. It is to be viewed as most effective way of
international marketing as because products are sold in foreign countries
directly to market place.

Continue..
Benefits
Benefit of this method is that it help in profit is easily achieved as direct
selling is done without involving any middle people.
The business activities and efficient as well as effective and help in
meeting up with customers needs as well as requirements.
Limitations
Limitation of this approach is that it has as there are no intermediaries in
selling process, it took time for firm to reach to potential customers
properly.
Another drawback of direct exporting is that logistic and other
operations are to be managed by owner itself which is a time
consuming process.

Continue..
Indirect exporting
It is too another way of access to international market in which main aim
is to do business by involving intermediaries and marketing the brand. It is
cost expensive approach as in this selling of products is easier because of
involving wide number of employee.
Advantages
Advantage of this method is that because of involvement of many people
leads to access to customers and resources easily.
Disadvantages
Main drawback of this method is that it impact on financial resources of
firm.
The above stated matter states that it is crucial to be aware of these
international marketing approaches so that it is easy for businesses to have
relevant knowledge about market and activities so that goals are

Marketing approachesMarketing approaches
The method of international marketing are crucial without it is not
possible to access to competitive benefits. Using of these methods are
beneficial & which are to be adopted in proper manner. Competitor
analysis is time consuming process which requires appropriate type of
information.
Recommendations
Direct exporting assist in managing and maintaining of relationship at
overseas.
Another recommendation is that with use of this method, it is easy to
access to customers & then decisions are also made appropriately.
Thus, above discussed matter shows that methods are of various types
which are required to be used in effective way.

home & international orientation
In market size, different types of methods are crucial to be used so that it
is easy to reduce risk and achieve marketing objectives. In retailing
industry, size of business is small, medium and large. Doing business
within both domestic as well as international market is different thing.
Orientation methods are of several types which are required to be adopted
in most effective manner. To run them in proper manner, different
approaches are adopted which are explained as follows-
Ethoncentric- It is type of method in which organization execute
business activities within foreign countries without accessing to
research about a host market. Main focus of this approach is on
development of product instead of market.

Continue..
Polycentric- It is another approach of international market in which
market analysis is being done through gathering of information in
detailed manner. Moreover, it has been too analysed that in this
changes are made according to situations & trends of market.
Geocentric- It is also to be viewed as most appropriate type of
international marketing approach in which organisations target their
audience on basis of geographic regions. Main purpose of using this
method is that it help in development of opportunities. In relation of
Tesco, they use this method & during of launch of products.

Home VS international orientation
Home orientation- Market perception
 In this, market perception is being carried out on basis of domestic &
international aspect .
International orientation
 It is a kind of orientation method in which strategy is being viewed
as whole tactic and are executed accordingly.
Market strategy- Home orientation
At domestic level, strategies & tactics are used at minimum level.
International orientation
 At international level, market strategies are used at wider scale with
help of conducting market research.

Continue..
Competitors-
 At domestic level, competitors are within region or city. So, strategies
are implemented accordingly.
International level
 At international aspect, range of competitors is large. The risk
intensity is too wider.

Recommendations
Structure of organization is needed to be carried out in proper manner so
that productivity & profitability is increased at higher scale. Furthermore,
various recommendations are provided as follows-
 Tesco need to update their management system so that it is easy to
formulate structure in specific way.
 Further, it is too recommended that geographic orientation is adopted
by Tesco to structured the business.

CONCLUSION
After a brief analysis of above report, it has been concluded that to access
growth and development it is essential to focus on in and out of
international market so that functions & operations are operated
appropriately. So, it have been evaluated it is important for organizations
to execute business at both national & international so that it is easy to
survive in market for longer time interval.

REFERENCES
Books & Journal:
Buckley, 2018. International business. Oxford University Press.
Engwicht, 2018. The local translation of global norms: The Sierra Leonean
diamond market. Conflict, Security & Development, 18(6), pp.463-492.
Gomes, 2020. International marketing agility: conceptualization and
research agenda. International Marketing Review.
Graham, 2019. The global gig economy: Towards a planetary labour
market?. First Monday, 24(4).
Ipek, 2020. Home country institutional drivers and performance outcomes
of export market orientation: the moderating role of firm resources.
International Journal of Emerging Markets.