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

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.
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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
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