International Marketing: Approaches, Strategies, and Implications for Cafe Pod

This report discusses the key arguments in global vs local debate, evaluates the context and circumstances in which Cafe Pod will adopt global and local approach, investigates product, pricing, promotional and distribution approach in variety of international contexts, and recommends how to adapt marketing mix of selected organisation in different international markets. It also explains and analyses the various international marketing approaches organisations can adopt, compares home and international orientation, and outlines ways to assess competitors and their implications. The report is based on Cafe Pod, a British multinational groceries and general merchandise retailer.

International
marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
P5 Overview of key arguments in global vs local debate ...............................................................1
M3 Evaluating context & circumstances in which organisation will adopt global & local
approach in highlighting implications.........................................................................................2
P6 Investigating product, pricing, promotional & distribution approach differs in variety of
international contexts. ....................................................................................................................2
M4 Determining in detail how to adapt marketing mix of selected organisation in different
international markets...................................................................................................................3
D2 Critical evaluation of marketing mix applied to range of international market....................4
P7: Explain and analyse the various international marketing approaches organisations can
adopt............................................................................................................................................4
M5 Evaluating several marketing approaches and competitor analysis in respect to
organisation & recommending how they should operate in international context. ....................6
D3 Recommending how organisation should be structured in maximising opportunity in
international market....................................................................................................................7
CONCLUSION................................................................................................................................7
References:.......................................................................................................................................8

INTRODUCTION
The international marketing is exchange of goods and services across national borders in
order to meet customers requirements. This involves the customer analysis in foreign countries
and target market is identified. The organisation focuses on business expansion to expand their
business at international level by adapting internationalization strategies. It is application of
marketing principles in one or more country which helps in satisfying needs and wants of diverse
people residing crosswise national borders also known as global marketing (Kowalik and Danik,
2018). For the report Cafe pod is considered which is which is British multinational groceries
and general merchandise retailer establish in 1919 dealing in products of supermarket,
superstore, hypermarket. Its headquarter is located in Welwym Garden city. England UK. The
report will cover overview of key arguments in global vs local debate, investigating product,
pricing, promotional and distribution approaches in variety of international contexts. Further,
analysing several international marketing approaches which organisation can adopt and
comparing home & international orientation along with ways to assess competitors outlining
implications of each approach.
P5 Overview of key arguments in global vs local debate
For the chosen organisation it becomes essential to focus on development of business in
both local area (within geographical area) along with global area (across global boundaries). The
company in first fulfils needs of local customer in appropriate manner and makes strong
relationship with their local customers at initial stage. With the growth in their organisation the
company in context to Cafe pod start expanding its business in foreign countries by taking use
of suitable international strategy. The growth of company at both local and global level has their
own advantages (Florido-Benítez, 2021). The expansion of local and global business leads to
development of integrated global economy as they both have different concepts such as domestic
marketing which defines to carry out marketing activities within national boundaries which states
to act merchandising in regional market and scope is limited. Whereas in international marketing
the marketing activities reaches outside the national edge which refers to performing marketing
activities and scope is wide that involves several countries, languages & trends. The company in
international market can enjoy high profits and by knowing customer taste & preferences in can
market & promote products accordingly.
1

Local market- In this market the business are less complex which becomes easy to deal
and run in accordance to domestic rules. The capital requirement is relatively little in business
organisation of Cafe pod for its management & broadcasting. The local business in context to
Cafe pod operates its traders in territorial of country. The government interference of Cafe pod
in local market is low along with ample incentives is provided to business to help progress.
Global market- In this market doing business at international level is complex which
varies by region. The Cafe pod in global market requires massive capital funding for its
management & broadcasting. Cafe pod in global market operates and serves business within
extending territory. In global market the government interference is high as business organisation
has to face several rules & regulations in accordance to country systems (Heidari, Valipour and
Bakhtiyari, 2021).
M3 Evaluating context & circumstances in which organisation will adopt global & local
approach in highlighting implications.
From the above discussion carried in respect to global and domestic strategy in is been
seen that Cafe pod needs yo carefully analyse benefits & drawbacks of both strategies and
requires to adopt in accordance to that. The company is required to adapt domestic approach as it
has not covered the specific regions of UK which has scope for further expansion in domestic
market. Whereas global approach can also be adopted by company in context to Cafe pod to
expand its customer base at global level along with it wants to avail comparative advantage in
international market. For instance, the company should adopt approaches by having through
research of international market (Heggde and Shainesh, 2018).
P6 Investigating product, pricing, promotional & distribution approach differs in variety
of international contexts.
While operating the business in international market it is required to carefully consider
the marketing mix elements. The management of Cafe pod is required to investigate the
elements of marketing mix for which various approaches and aspects are considered in
framework to marketing mix while operating business in international market.
 Product- This has dealing with products which is to be offered in international market.
The company in context to Cafe pod is required to have knowledge of customer
preferences while operating business at international level. The company is required to
follow the approach of standardisation and adoption according to customer requirement
2

in market. This comprises of main features and specific product which is sold to
customer. The company earn trust of customers easily for its services and additional
benefits are provided in comparison to other companies (Agarwal and Wu, 2018).
 Price- It is required to consider the economic conditions and spending habits of
customers across global level before implementing pricing strategy in international
market. The approach of economic feasibility and understanding of economic conditions
can be use by company in Context to Cafe pod to implement pricing decisions in
international market.
 Place- The customers in different countries take use of different distribution channels for
its products. The company is required to choose distribution channel which is mainly
used by competitors within specific locations. The company adapts benchmark theory by
relating with providers in order to deliver goods in market. The company is also required
to consider the channels used by competitors in international market (Mohtaram and
Movasagh, 2018).
 Promotion- The company in context to Cafe pod is required to follow promotional
channels in different countries which is popular and mostly used by customers. For
example, in case a country whose youth is more involved in using social media channels
than the company can advertise their products through social media channels like
Instagram, Facebook and many others. On the other hand, few countries restrict the social
media sites for their citizens, hence for such countries, the company must use direct
marketing of provide advertisement on TV (Buccieri, Javalgi and Gross, 2021) .
M4 Determining in detail how to adapt marketing mix of selected organisation in different
international markets.
The marketing mix of Cafe pod required to be different in various international markets.
Therefore, the company is required to examine each of market specifications in different
countries along with to adapt marketing mix accordingly. In order to adapt marketing mix the
company is required to hire local employees in international market so that each element of
marketing mix can be aligned well with local environment of host country in which it is
operating. The use of different marketing instruments is involved in international marketing
which helps in attaining financial results of the organisation that is operating in markets of
international & global (Newmeyer, Obeng and Hulland, 2019). It is required by the company in
3

context to Cafe pod in take into account of international marketing strategy of legal and socio-
cultural circumstances in every country to which it is directed.
D2 Critical evaluation of marketing mix applied to range of international market
In international context the marketing mix is applied so as to utilise advantages of
international marketing. The organisation enjoys benefits of receiving affirmative response from
different nations through adoption of contrasting marketing mix for several countries. On the
other hand, it has been observed that the adoption of different marketing mix for various
international marketplaces becomes the most chaotic and difficult process for the firm
(Rindfleisch and Malter, 2019). The company need to appoint market specialist for dealing with
this. The market specialist help in designing and formulating each of the marketing elements
related to marketing mix in a careful way. By considering both the aspects, it has been analysed
that there are both the positive and negative impacts are exist for the adoption of different
marketing in context of different international market.
P7: Explain and analyse the various international marketing approaches organisations can adopt.
International marketing refers to the practices which are being used by the business organisations
for marketing the products and services in various nations. It help the management of business
organisation in developing the better edges along with the strong customer base. In addition to
this, it is also useful for the management of business organisation in developing the effective
relationship with the other businesses performing their operations in international market. There
are several marketing approaches which can be adopted by the management of cafepod Coffee.
These are the approaches which directly affect the growth of business organisation on
international level. Below mentioned are the several approaches which can be adopted by the
Cafepod Coffee: Global: The respective term is being used to describe the geographical range of business
practices along with the improvement in the development of strategies. A business
organisation is consider as adopting the international global marketing approach, if they
are doing marketing of goods and services in the several geographical areas and
departments in various countries. It helps in the development of effective strategy which
state how to manage the activities for each and every location, where the organisation is
working along with the practices of controlling and analysing the activities (Woo, Kim
and Childs, 2019). Through the adoption of this approach, a business firm can offer their
4

products and services to both local as well as international customers.. adoption of
uniformity is also crucial for the management in order to satisfy the needs and
requirements of customers.
 Marketing Strategy: It refers to the approach which present the needs and interest of
customers in a transparent explained defined product market which also result in the
improvement in the value creation of customers. In simple words, it can be explained as
the strategy which is directly related to bringing the improvement in the marketing
policy on the basis of new good improvement, pricing and distribution of products,
several elements of value chain, valuation and many more.
The management of cafepod coffee is recommended to adopt the international approach of
Global as it will help the business organisation in expanding their business operations in different
countries which also result in the increase in income and profitability of organisation. In addition
to this, it also result in improving the market growth (Naik and Sharma, 2021).
P8: Compare home and international orientation and ways to assess competitors outlining the
implications of each approach.
International orientation is based on several approaches which are being discussed below
in details:
 Ethnocentric approach: According to this approach, a business organisation consider only
default standard in the home country and it is found as essential for all the subsidiaries to
adopt or follow the same standard. This approach majorly focus on keeping all the
marketing elements i.e. price, place, promotion and pro duct static which do not change.
 Polycentric approach: As per this approach, the respective business organisation will give
the equal importance to all the markets of different countries. It is found as the best
approach for the countries having the fluctuating political, cultural and economic
situations (Gilmore, 2020).
 Regio centric approach: This approach help the business organisation in searching the
countries where cultural, political as well as economic situations are similar to the
country where they are already working. It help the management of business organisation
in satisfying the needs and requirements of customers of different countries in an
effective and efficient country.
5

 Geocentric approach: It is defined as the approach which plays an important role in
fosters the international marketing and it does not do the comparison with nationality
with any superiority. The main task is to do the search of a best man who can solve or
deal with all the problems and issues related to the limitations of legal and political
situations.
Cafepod Coffee company is always known and recognised for its orientations considering
the study into the determination through introducing the new flavours and taste. All the
customers are looking for something different. Through the introduction of the orientation of
products, the products offered by the cafepod Coffee can be easily improved in an effective
manner. Effective relationship with the international market and home country will result in the
improved expansion of business organisation (Mishra and Datta, 2019). On the other hand, the
business use advance instruments for the international orientation. These advance instruments
help the management of business organisation in effectively implementing the expansion policies
of strategies. In addition to this, it also assist the management of business organisation in adding
more or higher creativity in the goods and services offered by the cafepod Coffee through the
help of technology. In the home country, the business firm can easily sell their products as they
are well aware about the culture and people along with their preferences. Whereas, in the
international market, the management have to do research on the same.
M5 Evaluating several marketing approaches and competitor analysis in respect to organisation
& recommending how they should operate in international context.
The company is required to assess competitors in market at international level before
stepping in international market. The company is required to make analysis of competitors for
which two types of orientations can be followed by cafe pod which namely home and
international orientation. Each orientation has dealing with rival in assorted way. Further, there
are two marketing approaches known as centralised or decentralised international marketing
approaches to operate in international market. From the above these two approaches it is
recommended to cafepod they should opt centralised international marketing approach as use of
this approach supports in exporting entry mode (McCalla, 2019). In addition to this, in all
countries company is highly competent that helps in making this approach beneficial for the
business. The centralised decision can be taken as company is not required to invest in marketing
6

of other countries. It is recommended to follow home orientation which is align with centralised
marketing approach.
D3 Recommending how organisation should be structured in maximising opportunity in
international market.
In context to Cafepod to maximise opportunity in international market which is
recommended to be structured in the Hierarchical manner. The company is Headquarter in UK
which delegates responsibilities to all international locations of organisation. It is also
recommended to the organisation that they take all relevant decisions from home country which
helps in avoiding risks in relation to decision making. It is been seen that company is established
in UK henceforth, company is efficient for taking relevant decisions (Shimpi, 2018).
CONCLUSION
From above it can be concluded that for organisation business expansion is great
opportunity which helps in raising profits and leading to long-term sustainability in marketplace.
While having business expansion the organisation is required to look at every norms and market
conditions to understand consumer behaviour. The international marketing has significant role in
business expansion internationally. There are various reasons for a business to expand their
business across the globe such as increasing customers, increasing profit, gaining competitive
advantage, enhancing brand reputation and many others.
7

References:
Books and Journals
Kowalik, I. and Danik, L., 2018. Marketing activity of international new ventures–application of
the EMICO framework. Journal of Business & Industrial Marketing.
Florido-Benítez, L., 2021. International mobile marketing: A satisfactory concept for companies
and users in times of pandemic. Benchmarking: An International Journal.
Heidari, A., Valipour, A. and Bakhtiyari, B., 2021. Marketing research trend in Iran: An
analytical review. Management Research in Iran, 21(3), pp.97-119.
Heggde, G. and Shainesh, G. eds., 2018. Social media marketing: Emerging concepts and
applications. Singpore: palgrave macmillan.
Agarwal, J. and Wu, T., 2018. The changing nature of global marketing: a new perspective. In
Emerging Issues in Global Marketing (pp. 3-11). Springer, Cham.
Mohtaram, R. and Movasagh, M., 2018. The Study of Effect Export Market Orientation and
Marketing Mix Adaptation on Export Performance (Case Study: Non-oil Exporter Firms
in Tehran). Journal of Business Management, 10(1), pp.165-186.
Buccieri, D., Javalgi, R.R.G. and Gross, A., 2021. Innovation and differentiation of emerging
market international new ventures the role of entrepreneurial marketing. Journal of
Strategic Marketing, pp.1-29.
Newmeyer, C.E., Obeng, E. and Hulland, J., 2019. Joining forces for doing good: getting the
international cause-alliance right. International Marketing Review.
Rindfleisch, A. and Malter, A.J. Eds., 2019. Marketing in a digital world. Emerald Group
Publishing.
Woo, H., Kim, S. and Childs, M.L., 2019. Is this for our sake or their sake? Cross-cultural
effects of message focus in cause-related marketing. International Marketing Review.
Naik, A. and Sharma, A., 2021. Impact of cultural differences in marketing on buying behaviour.
International Journal of Engineering and Management Research, 11(3), pp.228-236.
Gilmore, A., 2020. SME marketing networking. In Handbook of Entrepreneurship and
Marketing (pp. 35-47). Edward Elgar Publishing.
Mishra, N. and Datta, A., 2019. Breaking the limits of language barrier in global marketing:
Crucial for marketing to the millennials.
8

McCalla, A.F., 2019. Strategies in international agricultural marketing: Public vs. private sector.
In International Trade and Agriculture: Theory and Policy (pp. 209-238). Routledge.
Shimpi, S.S., 2018. Social media as an effective marketing tool: An empirical study. Indian
Journal of Marketing, 48(7), pp.36-50.
9