International Marketing: Approaches, Strategies, and Implications

This presentation discusses the importance of international marketing for business expansion, explores various approaches and strategies for international marketing, evaluates marketing mix in different international markets, and recommends how to structure the organization to maximize opportunities in international market. The presentation also includes a comparison of home and international orientation and ways to assess competitors outlining the implications of each approach. Subject: International Marketing, Course Code: N/A, Course Name: N/A, College/University: N/A.

International marketing

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

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)

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.
 Local market-
 Global market-

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.

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-
 Price-
 Place-
 Promotion-

M4 Marketing mix of selected organisation in different
international markets
The marketing mix of Cafe pod needs to be diverse in different international markets. Therefore,
the business 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

D2 Critical evaluation of marketing mix applied to range of
international market
In international context the marketing mix is applied so as to avail benefits 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).

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. Below
mentioned are the several approaches which can be adopted by the Cafepod
Coffee:
 Global:
 Marketing Strategy:

P8: Comparing 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:
 Polycentric approach
 Regio centric approach
 Geocentric approach

M5 Evaluating several marketing approaches and competitor
analysis in respect to organisation & recommending how they
should operate in international context
Before entering a worldwide market at a global level, it is essential for the company to evaluate
market competitors. The company must examine its competitors to determine which of the two types of
orientations—home orientation or global orientation—it will pursue. Each orientation has a distinct
strategy for dealing with competitors. Additionally, there are two marketing strategies that can be used to
function in the global market: centralized or decentralized international marketing strategies.

D3 Recommending how organisation should be structured in
maximising opportunity in international market.
It is advised that Brakes Food Ltd. be organised hierarchically such that the UK headquarters
may handle duties for all of the company's worldwide locations in order to maximise performance in the
global environment. In addition, it is advised that the business make all necessary judgments within its
own nation, as this will help to minimise any risks associated with decision-making. Because the business
is well established in the UK, management there is effective at making the necessary judgments (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.

References:
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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.