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

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.

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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.