International Marketing Report: Globalization and Strategies

This report delves into the realm of international marketing, focusing on globalization and its profound impact on business strategies. It begins by defining globalization and its key drivers, such as foreign direct investment, technology innovation, and economies of scale, and how these factors influence international marketing activities. The report then shifts its focus to the ENSU Group, a multinational company, and analyzes the application of international marketing principles within its operations. It explores various marketing mix strategies, including product, pricing, promotion, and distribution, as well as the significance of digital marketing and customer relationship management in today's global landscape. The report also highlights the importance of understanding cultural differences and forming strategic partnerships with local entities. Overall, the report provides a comprehensive overview of international marketing, offering insights into globalization's effects and practical strategies for businesses operating in the global market.

INTERNATIONAL
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1. Globalization and drivers of globalization impact on strategies.............................................1
TASK 2............................................................................................................................................3
2. Application of international marketing...................................................................................3
CONCLUSION................................................................................................................................5
REFERENCES ...............................................................................................................................7

INTRODUCTION
International marketing and globalization are two most important factors nowadays. In
this report to be focused on business operation of large multinational company. Globalization
refers to integration of economy at the global level (Armstrong, G (2015)). This report is based
on ENSU GROUP. The company basically located in the United Kingdom and provide different
kinds of oil, gas and mining and technology. Further, it covered strategic choice is improved
strategic market. In addition, the marketing mix strategy has helped to change particular country.
TASK 1
1. Globalization and drivers of globalization impact on strategies
Globalization has given the direct impact on international marketing in business activity.
An organisation may suffer take place among multinational corporation and global economic
condition is the flow of money in the form of flow of investment (Papadopoulos, (2014)). In this
context, to be focused on communication and technology has helped to modify the method used
for business and marketing process. The international market is business will be expanded in
global markets or improve the customer satisfaction must be amended in overall improvement.
Globalization has contributed the rapid growth in international merchandising activity. There are
some international policies and agreement is helping to improve the condition of marketing. On
the other hand, some change in overall merchandising strategies and some factors is helping to
improve the market conditions.
 Foreign direct investment :- In this context, FDI trends to be increased by the
organisation. New technology is helping to boost financial market. It improves transfer of
money, industrial restriction and growth of global companies. In addition, Enlarge
business from one administrative district to another nation, the revenue from the foreign
direct investment of the study will gain the capital of the home state. There is some
technology effect, income effect and employment effects (Elenkov, (2014)). All such
kinds of three effects will be improved, with the help of globalization factor. In addition,
FDI will benefit for home country is increasing capital in the balance of payment.
 Technology innovation :-Ion technology innovation is increasing the rate of
globalization. It is assistance stimulate the new technology development, particularly
with the growth in FDI, which is assisted to improve the condition of economic
evolution. In this context, process system is more efficient in the work place.
1

 Economic of scale :- At the economic of scale has reduced the cost and price, which is
supported in future improvement and small business is working in domestically.
There are some strategies is to be used by different organisation for expand the business. On the
other side, marketing is to be goes the same process of local marketing strategy is to be used are
as follows :-
 Understand the culture differences :- There is something new trends are inculcated in
culture factor is manage work. In this way, new business and market will improve
condition level is increase of the society.
 Tie- up with local partner :- It is one of the most important part is tied- up with the local
market. This is assistance to understand the need and wants of each and every customer
to the local market. The product will be design need and want of client or improve market
share (Demangeot, (2015)). A good perceptive of the local marketplace is a pre-requisite
for happening and the best way to guarantee is through a joint undertaking global selling
partnerships or commercialism tie-up with a local relative in the same commercial
enterprise.
Globalization refers to the economy at the global level and it involves the two main characteristic
the first one is that globalization, it is referred to multinational corporations and the second
characteristic is that global economy flow of money in the form of derivatives, foreign
investment and other investment (Amankwah-Amoah, (2017).). The aim of globalization is to
expand and modify its market and the concept of international marketing refer to the marketing
across national boundaries where product and services sale one country to another country. The
main motive globalization marketing is that expansion their business and market diversification.
A lot a business organizations and companies move in and focus on international marketing with
the aim of earning more profit, sales, and customer. International marketing also giving
opportunities to the business organizations' development and improvement in their term of
product, services, strategies, operations and system.
The strategies of international marketing is that expanding their business and improve
condition of the market and exporting is the first strategy of business in entering a foreign
market. Exporting means manufacturing a variety of product in one country and selling is to
another country. It is initial step of international business because exporting their good and
services is a low risk strategy (Zeriti, (2014)). The impact of globalization strategies is that
2

increasing the exports and import business, development and improvement of their whole
economy, expand large number of organizations business and coming a new change in the
market like increasing a demand and customer satisfactions (Olson, (2018)). Strategies of the
market to acquire the highest exposure to the market and gather a knowledge regarding to the
local marketing or target market and continue a great control over its resources and informations
(Stöttinger, (2015)). The impact of globalization strategies raising internationally business such
as foreign competition.
The globalization of market changing the conditions of the firms. Worldwide market is
the procedure of exclude a marketing plan of action and rising the conditions of the
administrative district and selling a commodity and service international. The impact of global
market strategies is improving the product services and strong competitive and increase
consumer awareness. The strategies of global market focus on its brand name, identification of
product, pricing, packaging, advertising's. The impact of globalization market is that increasing
the emerging economic and the components of global market strategy help to leaving an
opportunities open for local product and brands. The global market strategies help to improve the
standardizations of product and its cost, improve quality of product and customer preference.
The divers of globalization market strategies refer to transportation services is globally and with
efficient manner. Tariff and taxes are very low and also focuses on product quality and its brand
name and one of the major drivers of global market strategies is that demand and supply of the
product and services. Supply refer to global agencies and global media and demand refer to
global customer and customer preference. In the end most corporations run business that
strategies and allocating a majority of funds for regional and local adjustment of communication.
TASK 2
2. Application of international marketing
There are something changes in international marketing will be helping to improve the
customer of the local market. In this context, international management of new business has used
different types of marketing plan of action to improve for achieving new target market in new
countries (Berkowitz, (2015)). In international marketing to be used, some factors, which is
beneficial for further improvement in current trends will be changed to improve customer
relationships.
3

 Digital marketing : Digital marketing is a new trend is to be used in overall market
nowadays. It has helped to improve customer or introduce new technology for further
improvement in the rest of the market. In addition, marketing mix strategies must be used
to handle such type of condition in the work place. This is assistance to identify the
potential traffic on structure website. This is helping to find out how many customers will
be reached for it and better marketplace conditions.
 Customer relationship : It has helped to manage work or increase the customer
relationship management is improved growing rate of arrangement. Building a human
relationship model CRM plan of action means that various client segments will be
targeted other than, trust on how they use the company’s production and services and
how often (Eteokleous, (2016)). While a franchise’s elite client may acknowledge basic
cognitive process about special publicity, new trade good on a time period basis or
receiving a individualized communication. This helps to manage work or use email,
phone calls to manage customer problems in administration.
International marketing mix strategies helped at the time to expand new market in a new country.
Some changes will be made as per the need of the current condition of marketplace state of
affairs. There are instruments which is used in the marketing mix are product, price, promotion
and distribution. On the other hand, the main types of marketing strategies are as follows:-
 Global marketing strategies :- It is based on the assumption that is international market
are global market with similar need and preference. This approach is to be used in foreign
market company or focus on social and culture environment in those countries.
 National marketing mix strategies :- In national marketing strategies company is to be
used new strategies for each and every new country or better the securities' industry
conditions.
There are some different product strategies used in international market are as follows :-
 Product :- In this context, the company is to be used UN- changed product in market and
product will be prepare has similar utility to customer in the securities' industry. In this
kind of strategies is easy to use in the work place and less cost effective (Stöttinger,
(2015)). In addition, new strategies are based on adjustment of the product and
profitability as per the conditions on the particular market. It is an important part or
require the large amount of capital to organise.
4

 Pricing :- In pricing policy to be focus on set price as per the need of market condition.
Pricing involve the price management on the international scale or improve the condition
of profit, productivity and market share (Zeriti, (2014)). This all three factors is give
direct link with pricing objective in work place. There is to be used the sprats pricing
policy in international market. This is based on as per the need of future goal or modern
communication make market easier. It also determines the business relation frequent in
the securities' industry betwixt a special company’s commodity and similar ware of other
establishment. The overall demand and profit will be maintained the goods and services
or to be used in international market. Some factors are useful like cost of transformation,
exchange rate influence and the general economic conditions.
 Distribution :- In this context, to be focusing on some level of distribution is change in
international marketing (Berkowitz, (2015)). The main goal of distributing means product
is to be delivered to each and every client in the market. To be focused on international
sales and production activity will be managed now a day. To be more innovative
technology must be used for policies overcome.
 Promotion :- In promotional technology which is to be used in new international market.
In the above, collaboration with local people is assistance to understand of each and
every customer in market place. The level of distribution is based on which techniques is
based at the time of promotion of the product in market place. Promotional message is
supported on language to be used for promotional activity. It is reinforced the condition
of marketing activity and manage work or improve the productivity and profit will be
changes with the assistance of promotional activity (Stöttinger, B (2015)). A message
plan of action used in one administrative district could be violate when used in some
other. Every side of message brief inevitably to be analysed followed by preparation. The
message to be use in promotional activity is based on country.
All such kind of four steps is use in international marketing mix is to be used in overall
forthcoming improvement. The global price and purchasing item is to be used around the world.
CONCLUSION
Form the above report is based on strategic choice is improved strategic market. In
addition, marketing mix plan of action is assist to change particular country. As per the above
report globalization is give direct impact on international marketing in business activity.
5

Organisation may suffer take place among multinational corporation and global economic
condition is flow of money in the form of flow of investment. In this written report to be focus
on international marketing will be help to improve the customer of local market. This report is
based on digital marketing is a new trend is to be used in overall market nowadays.
6

REFERENCES
Books and journals
Armstrong, G (2015). Marketing: an introduction. Pearson Education.
Papadopoulos, N (2014). Product-country images: Impact and role in international marketing.
Routledge.
Elenkov, D. (2014). Experiential Exercise with Multinational Student Teams: Researching
Together a Multinational Corporation and Developing Jointly a Strategic Marketing Plan
for IT Using Blackboard. Developments in Business Simulation and Experiential
Learning, 41.
Amankwah-Amoah, J. (2017). Africa Rising in an Emerging World: An International Marketing
Perspective. International Marketing Review.
Zeriti, A (2014). Sustainable export marketing strategy fit and performance. Journal of
International Marketing, 22(4), 44-66.
Olson, E (2018). The application of human resource management policies within the marketing
organization: The impact on business and marketing strategy implementation. Industrial
Marketing Management, 69, 62-73.
Stöttinger, B (2015). International Marketing in the Fast Changing World–Introduction to
Volume 26. In International Marketing in the Fast Changing World (pp. xi-xvi). Emerald
Group Publishing Limited.
Berkowitz, D., & Hill, J. S. (2015). From Practice to Theory: An Examination of an International
Marketing Strategy in the Social Expressions/Greeting Card Industry. In Proceedings of
the 1995 Academy of Marketing Science (AMS) Annual Conference (pp. 177-178).
Springer, Cham.
Berkowitz, D (2015). From Practice to Theory: An Examination of an International Marketing
Strategy in the Social Expressions/Greeting Card Industry. In Proceedings of the 1995
Academy of Marketing Science (AMS) Annual Conference (pp. 177-178). Springer,
Cham.
Eteokleous, P. (2016). Corporate social responsibility in international marketing: review,
assessment, and future research. International Marketing Review, 33(4), 580-624.
Demangeot, C (2015). Multicultural marketplaces: New territory for international marketing and
consumer research. International Marketing Review, 32(2), 118-140.
7

8