International Marketing and Expansion Strategies

The assignment discusses the significance of international marketing expansion strategies for organizations, particularly multinational companies like Subway. It emphasizes the need to evaluate emerging markets, choose effective expansion approaches, and consider cultural, economic, and tax factors. The report concludes that international expansion is crucial for organizations to lead in the market by enlarging business opportunities.

International Marketing

EXECUTIVE SUMMARY
International marketing is an chain of activities perform to designed with plan, price,
promote and untimely direct to ultimate consumer of products and services to earn profit. In that
role and importance of going local and global with various approaches that helps in taking
important business decisions. By comparing home and international orientation an organisation
can lead in marketplace.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
TASK 3............................................................................................................................................4
P5 Present an overview arguments in Global vs Local debate...................................................4
P6 How the marketing mix approaches differ in variety of international contexts....................5
P7 Explain and analyse the various international marketing approaches organisations can
adopt............................................................................................................................................5
P8 Compare home and international orientation and ways to assess competitors outlining the
implications of each approach.....................................................................................................6
Evaluation...................................................................................................................................7
Recommendation.........................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES ...............................................................................................................................8

INTRODUCTION
International marketing is an application of various principles of marketing to satisfy
needs and wants of various people that resides across the national border. It simply undertake the
marketing works and activities more than one nation. This report is based on the subway food
company which is an American privately owned fast food restaurant. This report is based on the
Key arguments about local vs global debate with marketing mix approaches differ in
international marketing. Further it elaborates international marketing approaches and at last
comparison between home with international orientation and ways to assess approaches.
TASK 3
P5 Present an overview arguments in Global vs Local debate.
It is very much important for an organisation to understand and evaluate each and every
aspect before going global.
Key arguments:
For an organisation while operate at global level they operate at large scale with capture
efficient translation of internet and webs in multiple languages and also they can communicate
with local users. On other hand at time of operating in international market they have to face
some challenges organisation have to follow norms and conditions of other countries with
accountable for differences at local level (Ahmed and Rafiq, 2013.). On other hand while going
global organisation have to also evaluate about adaptation and standardisation which are two
sides of a same coin. In adaptation includes method of selling products by modifying to meet the
requirements according to local consumers and also demands different marketing and selling
strategies into foreign market. In Standardisation products not modified and approach also. So
maintaining coordination in both these concepts while an organisation going into international
marketing is very much important (Baker and Saren, 2016..). The major dilemma in local and
global that sometimes organisational concept is same in across all boundaries as implementing
local marketing strategies. Implementing contingency theory which states that no a single
solution is best in all circumstances so while going global or operate at local according to the
circumstances organisation have to build their strategies. So all these markets are very much
important to deliver right kind of value to the ultimate consumers.

P6 How the marketing mix approaches differ in variety of international contexts.
Marketing mix approaches consist of product, price, place and promotion that are
different in local and international context in various contexts.
International marketing mix product:
In context of an product organisation have to consider various factors such as consumer's
cultural background, religion, their buying habits and disposable income (Brady, 2014.). For an
example McDonald's which is an global player and when it enter into Indian market where Cow
is a symbol of sacred animal then it use chicken and fish instead of Beef. So according to the
country and people marketing strategy adopted by an organisation.
Promotion:
In case of promotional strategy which depends on the language, climate and cultural
attitude of people ( Crouch and Housden, 2012.). For an example a promotional strategy should
be vague or can be offensive for others. For an example in China red is an symbol of lucky and
sacred while white in india worn by mourners and in china symbol of sacred and worn by
brides. So promotional strategy should be different from country to country.
Price:
Fixing pricing at international level is an critical task and an organisation have to
consider various aspects in which cost of transportation, import duties with exchange rate. With
the help of internet an consumer can easily evaluate various grounds of prices by comparing with
various nations. Such as in Africa the ratio of poverty is high so in that country high price
products and services not prevail so much.
Place:
Place consist of distribution of product or services to the ultimate consumer at right place
with right time. Distribution channel should be depend on product, margin and policies of
country. For an example in japan approximately five different types of whole-sellers engaged in
their distribution channel so while enter into a new country investigation of their distribution
channel proved beneficial.
P7 Explain and analyse the various international marketing approaches organisations can adopt.
For an organisation while going global there are two kinds of marketing approaches that
are centralised and decentralised approach
Centralised approach:

In centralised marketing program, organisational marketing team takes decision at
headquarters and accordingly plan with execute policies to reach at desirable objectives
(Dunning, 2014. ). This approach is very much important for marketing department which is
highly competent and have experience for international marketing. Subway can adopt that kind
of marketing approach in case of clear series of command and orders and fruitful in execute
important decisions.
Decentralised approach:
In decentralised marketing program, marketing functions and program with decisions
should be pushed into main field and main objective behind that approach that it support and
motivate local marketing staff members and representatives.
All these approaches of marketing helpful according to the size and scope of an organisation
with their internal structure in taking important decision.
In case of subway food company for them decentralised approach proved beneficial because it is
an large organisation and have vast organisation to enlarge business opportunities with motivate
to workforce it proved beneficial.
P8 Compare home and international orientation and ways to assess competitors outlining the
implications of each approach.
Market orientation refers to exploration the hidden needs and wants of consumers by
availing product mix, by using approaches or philosophy wants of target market should be
explored. In international market consist of multinational, national and transnational to grab vast
opportunities of market that avail by subway.
International orientation are important to grab connectedness at global level by trade
appearances, investment (Glowik and Smyczek, 2012.). In that centralised marketing approach
to approach products and services across the world. On other hand decentralised approach of
marketing helps in utilization so that crucial decisions should be taken. In that aspect higher
authority motivate their employees to done their task and duties in effective manner.
In orientation Centralised approach helps in compose a systematic chain of command that
helps in enhancing marketing capabilities with scalable methods. On other hand in decentralised
approach it inspire and support to local markets in context of Subway. It helps in building close
relationship with in home country (Tiago and Veríssimo, 2014). In local country it should be

accomplish at right time wherein respective industry regulated in proper way to obtain goals and
objectives in proper way.
Evaluation
In that aspect, for an organisation it has been evaluated that to enlarge business
opportunities international marketing is one of most important, before going global emerging
market should be evaluated in through manner (Lovelock and Patterson, 2015. ). To going
global organisation have to choose one of best approach that helps in systematic accomplishment
of goals and objectives in proper way. With culture, income of international consumers with tax
regimes should be analysed in thorough manner to deliver right kind of value to ultimate
consumers.
Recommendation
From the above report it has been recommend that Subway have to choose decentralised
approach in which major people participate in all tasks by giving their views so that proper
results should be accomplished. In context of subway they are large multinationals it is proved
beneficial to enhance their motivation level. Also subway is an large multinational company with
deals in various countries but there is no limit for expansion so they have to reach at every sphere
so international expansion is very much important for them.
CONCLUSION
From the above report it has been summarised that international expansion is very much
important for an organisation to lead in market by enlarge business opportunities. By accessing
important attributes by expanding in international market and by evaluating various aspects
organisation can achieve desirable goals and objectives.

REFERENCES
Books and journals:
Ahmed, P.K. and Rafiq, M., 2013. Internal marketing. Routledge.
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Brady, D.L., 2014. Essentials of international marketing. Routledge.
Crouch, S. and Housden, M., 2012. Marketing research for managers. Routledge.
Dunning, J.H., 2014. Explaining International Production (Routledge Revivals). Routledge.
Glowik, M. and Smyczek, S., 2012. International Marketing Management: strategies, concepts
and cases in Europe. Walter de Gruyter.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Mathews, S., Bianchi, C., Perks, K.J., Healy, M. and Wickramasekera, R., 2016. Internet
marketing capabilities and international market growth. International Business Review.
25(4). pp.820-830.
Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why
bother?. Business horizons. 57(6). pp.703-708.
Tsai, S.P., 2012. Place attachment and tourism marketing: Investigating international tourists in
Singapore. International Journal of Tourism Research. 14(2). pp.139-152.