International Marketing

This presentation provides an overview of international marketing and its strategies. It covers the difference between global and local marketing, marketing mix in local and international markets, circumstances to switch to a global approach, international marketing approaches, and recommendations for success. The presentation focuses on John Lewis Partnership, a prominent UK-based company, and its entry into international markets.

International Marketing

Table of contents
• Overview of Organisation
• Difference between Global and Local Marketing
• Global v/s Local debate
• Marketing Mix in Context of Local and International market
• Circumstances to Switch to Global Approach
• International Marketing Approaches
• Comparison of Home and International Orientation
• Recommendations
• Conclusion

INTRODUCTION
International Marketing refers to the process of executing
marketing principles in order to satisfy diverse needs and
requirements of distinct individuals residing across national
borders. John Lewis Partnership is one of the largest employee
owned firm of London, United Kingdom which is founded in 1929.
It offers clothing, cosmetics, watches, furniture, housewares,
jewellery etc. to customers. This presentation covers entry to
international markets selection and the significant success factors.

Overview of Organisation
John Lewis Partnership plc is a company of Britain which
operates Waitrose & Partners supermarkets, financial and
banking services, John Lewis & Partners stores and other
activities related to retail. It is a public limited company whose
founder was John Spedan Lewis. It is one of the largest employee
owned business of United Kingdom that begins its trading in year
1864, around 150 years ago on Oxford Street of London

Difference between local and
global marketing
• Domestic marketing is easy to conduct by an organisation
and is less risky whereas international marketing is more
complex and risky in nature.
• Less financial resources are required by company in
conducting local marketing whereas high amount of finance is
required for doing international marketing.

Overview of key arguments in
global v/s local debate
Generally, it is believed that a company can get good
opportunities from global marketing. It helps company in
maximizing its consumer base by fulfilling requirements of
people residing in foreign market. Offering high quality products
helps company in retaining customers for longer time. Good
communication facilities and infrastructure abroad tend to
administer benefits to firm in increasing profits and market share.

Product, pricing, promotional and
distribution approach
• Product
• Price
• Place/Distribution
• Promotion

Circumstances
• Expansion in other countries
• Increase market share
• Reach to large consumer base
• Language and cultural hurdles

International marketing approaches
International marketing includes implementation of marketing principles to two or
more countries. There are various international marketing approaches that John Lewis
Partnership can adopt. Some of the approaches are mentioned below as follows:
•Multinational approach
•Global
•Transnational
The approaches mentioned above are the distinct approaches to international
marketing that can be opted by John Lewis Partnership for expanding its business
operations in global market.
There are some media choices in international marketing that John Lewis Partnership
can adopt. These are as follows:
•Advertising in international marketing
•Personal selling in international marketing

Comparison of Home and
International Orientation
• Home Orientation: It is the method in which management of
company tents to notify only similarities in markets and presume that
goods and services that are already successful in local market will also
gets success in other nations.
• International Orientation: This is the approach or orientation which
is based upon a very basic assumption. As per this orientation, there
are various similarities and differences that are exist in distinct
markets spread all over the world.

Conclusion and recommendation to
maximize opportunities for company
From the above mentioned discussion, it can be concluded that in
context of domestic and international market, the marketing mix
strategies differs. So, it is required by John Lewis Partnership
that it derive success in international market. After the analysis, it
is recommended to the company that for gaining attention of
large number of people in international market, it must adopt
penetration pricing approach and set lower price for its product
during initial offering.

CONCLUSION
As per the above mentioned report, it has been concluded that
international marketing is the process in which companies use
marketing strategies to get attention of people in foreign market
and capture large market share. There are various differences in
local and international marketing and each one has its own
benefits.

REFERENCES
• Czinkota, M. R. and Ronkainen, I. A., 2013. International
marketing. Cengage Learning.
• Armstrong, G. and et. al., 2015. Marketing: an introduction.
• 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.

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