International Marketing: Rolls-Royce Case Study

This presentation provides an overview of international marketing and focuses on the case of Rolls-Royce, a UK-based luxury automobile manufacturer. It discusses the differences between local and global marketing, the variations in pricing, promotion, product, and distribution approaches in international markets, and various approaches for international marketing. Recommendations for ethical working in international markets are also provided.

International
Marketing
(Task-2)

Content
 Introduction
 Overview of selected organisation
 differences among local and global marketing
 how Pricing, promotional, product and distribution approach varies
when various international markets are used
 analyse various approaches for international marketing
 Recommendations
 Conclusion
 References

Introduction
International marketing is referred to the procedure where multiple marketing
practices are used at global level so that a company can earn high
revenues and profits. With the help of international marketing, attention of
customers at global level can be grabbed. This presentation is prepared in
context with Rolls-Royce which is a UK based luxurious auto-mobile
manufacturer. This company is headquartered in England, UK.

Overview of selected organisation in context
with their performance and market
Rolls-Royce is a Britain based car
manufacturer which makes luxurious
cars. This company is a subsidiary of
BMW and established in 1998. This
company operates in global manner
and their products are easily
available in international market.

Differences among local and global marketing
Global marketing is way more than selling of a product or service in
foreign nations. It involves the procedure of manufacturing, planning,
promoting and placing the products of company in worldwide market
so that maximum people can appreciate them. Local marketing is also
called as neighbourhood marketing which targets only near by
population to sell their services and products. Both kind of marketing
are very different from each other due to their outcomes and processes.

Debate between global and local marketing
Global marketing Local marketing
 It involves business strategies to operate in
international market.
 It includes business plans and strategies to
attach maximum number of local people.
 It helps a firm is serving millions of
customers due to which earning maximised
profits and revenues is easier.
 It benefits in gaining attention of local
customers so that good profits and
revenues can be achieved.
 Market trends in this type of marketing is
high and continuously evolving due to
involvement of customers from different
nations.
 Marketing trends in these organisation is
less as local customers have limited
requirements and their preference do not
change at fast pace.

How Pricing, promotional, product and
distribution approach varies when various
international markets are used
Marketing mix helps an organisation in
measuring their competitive edge in
market place with the help of elements
like Product, price, promotion and
distribution. Each country have their
specific language, needs, culture,
socio-economics and other aspects.

Marketing mix is compared between London
and other international markets
Component England, UK International Markets
Product People in England prefers standardised
services and products which will helps them in
showing off their high living standard.
In case of international markets, more than half of
the people earns average income due to which they
prefer to purchase genuine products which can
serve their needs.
Price As people of UK have disposable income,
company can target them by using premium
pricing so that high sales can be earned.
In international market, company can use
competitive pricing so that strong position can be
sustained against rival organisation.
Promotion In England, company can do promotions via
both traditional and social media like TV and
newspaper advertisements, internet, Facebook
etc.
Here, an organisation can perform promotions
mostly via internet, digital and social media
platforms like Instagram, Twitter etc.
Distribution Company can distribute their products via
their outlets and wholesalers.
In global markets, an organisation can perform
distributions via wholesalers, channel accomplices,
retailers etc.

Discuss implications of local approach or
global approach
There are different circumstances in which a company can choose to
operate in global market or restrict their business operations to the
local market. In case of Rolls-Royce, there are different
circumstance in which a company can choose to follow local
approach. Some of the circumstances are lack of capital,
unavailability of appropriate suppliers, shortage of man power,
unavailability of robust technology etc.

Explain and analyse various approaches for
international marketing
Poly centric approach: Under this approach, an organisation customise
their marketing mix so that needs, preferences, performance and
taste of customers in each international market can be served
efficiently. In this context, best example is of Diamond industry
which operates their branches in global context and offer products
to customers in accordance with their taste.

Discuss international and home orientation
along with ways to access competitors
Home orientations is an approach in which manager of an organisation
leans toward local market. They give their complete consideration
towards the local region and these companies have the goal to serve
the requirements of local people only. In case of Rolls-Royce, if
manager of company chose home orientation then goal of company
will be to have coordination between their products and domestic
customers.

Recommendations
Manager of concerned company is recommended to promote ethical
working if they want to grab all the available opportunities in
international market. Due to ethical working and transparent
narratives, customers will have satisfaction towards the services and
products of company. By this, a positive image of company will be
formed in minds of customers and they will be able to operate
efficiently in international market.

Conclusion
As per this discussed presentation, it has been concluded that
internationalising businesses is the best way for a company to earn
high profits and revenues. In order to perform international
marketing, an organisation requires heavy investment, skilled
labours and modern technology.

References
Akaka, M. A., Vargo, S. L. and Lusch, R. F., 2013. The complexity of
context: A service ecosystems approach for international
marketing. Journal of International Marketing. 21(4). pp.1-20.
Armstrong, G. and et. al., 2015. Marketing: an introduction.Beck, J. T.,
Chapman, K. and Palmatier, R. W., 2015. Understanding relationship
marketing and loyalty program effectiveness in global markets. Journal of
International Marketing. 23(3). pp.1-21.
Brouthers, K. D., Nakos, G. and Dimitratos, P., 2015. SME entrepreneurial
orientation, international performance, and the moderating role of strategic
alliances. Entrepreneurship Theory and Practice. 39(5). pp.1161-1187.

Thank You