International Marketing: Overview of Global vs Local Debate and Marketing Mix Adaptation

This presentation discusses international marketing and the global vs local debate, with a case study of Browns Hotels. It covers the marketing mix and how to adapt it for success in different markets. It also evaluates the management of organizational performance in international business. Course code and college not mentioned.

International Marketing

TABLE OF CONTENT
 INTRODUCTION
 GLOBAL VS LOCAL
 MARKETING MIX
 GLOBAL APPROACH
 DETERMINATION OF MARKETING MIX ADAPTATION
 CRITICAL EVALUATION OF THE MANAGEMENT OF THE
ORGANIZAITON PERFORMNCE IN THE INTERNATIONAL
BUISINESS
 CONCLUSION
 REFERENCES

INTRODUCTION
 International marketing is the application of the marketing principles
of an industry in the more that one country for the purpose of
expansion of their business.
 In this project the chosen organization is Browns Hotels which is based
in UK.
 This project provides the presentation of the overview of the key
arguments in the global vs local debate. In this project the investigation
of the marketing mix and their differences in the international context
has been discussed.
 This project also provides the evaluation of the context and
circumstances which are required for adapting in the global
organizational context.

GLOBAL VS LOCAL
 There are major differences in the global and local business market.
 Global marketing campaigns are used for raising the profit of the business
and also the services of the organization's
 In the local market the involved process is very linear and the only on
language campaign is followed by the organization for ensuring the
messages which are needed to be properly tailored for the customers.
 In the globalization of the business the company will need to be ready with
the international market and provide effectiveness in the operations of the
organization.
 In the local market the business needs to understand the effective
performance of the business for properly tailoring the cultural norms.

MARKETING MIX
Product:
 The product of the organization here is the services which it provides to the
customers which needs to be different when entering a different market.
 This is essential because having the same operation in the organization the
management can develop effectiveness in the management of the organization.
Price :
 The prices of the services of hotel needs to be different in the local and
international market as there will be different competitors as it will effect the
business of the organization.
 Having the same prices might be bad for the competition of the organization.

Analyzation of different international
marketing approaches
 The approach of the organization needs to be different in the global
market as it has differences in the culture which has different
customers which can affect the organizational management of the
organization.
 It can be considered as the best practice to develop a management
which is going to provide the business with strategies that can be
influence of the international business.
 This international approach can be considered to be the one which
creates strategy that can be directed towards the development of
brand expansion.

ANALYSATION OF DIFFERENT INTERNATIONAL
MARKETING APPROACHES
 There are different approaches to the international marketing which
are,
Transaction Cost Approach :
 It is the earliest approach towards the studying and development of
the global marketing strategy which has the transaction cost analysis.
 This kind of strategy will help the business in focusing on the
appropriate choices made for the entry of the international market.
Standardization Adaptation Approach :
 This approach is the examination of the potential benefits of the
standards different element of the marketing mix as opposed to the
adaptation of the local strategies

CONTINUE..
Global Configuration Approach :
 This approach focuses is how the worlds marketers view the whole
integration with emphasizing on the place which is essential and important
for the development of the execution across of the market.
The Evolutionary Perspectives :
 This is the most comprehensive perspective which is viewed as how the
firms operations have evolved over time through gaining experience and
expanding the international markets.
 This approach is helpful for Brown’s Hotel which are known to quickly
adapt to the operations depending on the organization.

DETERMINATION OF MARKETING MIX
ADAPTATION
 For adaptation of the different marketing strategy the organization needs
to be very effective towards the development of the organizational
operations which can create the management of the organizational
performance.
 It can also lead to a negative influence toward the management of the
organizational operations.
 The product of the organization needs to change it in international
business.
 The prices of the organization is towards the organization also needs to
change so that organization will be able to manage the effectiveness in the
performance of the organization on the competitive operations.

CRITICAL EVALUATION OF THE MANAGEMENT
OF THE ORGANIZAITON PERFORMNCE IN THE
INTERNATIONAL BUISINESS
 This organization will be able to develop its business even more in
Italy for the global expansion.
 For this the organization will need to develop different new
strategies to be implemented in the organization.
 This will allow the business to be competitively strong in the
organization.
 This is business will have to face issues which are cultural and will
effect the business negatively in the organization.

CONCLUSION
 With the help of this project it can be concluded that international
business of this organization will be successful only in the
operations of the organizational management.
 This project has discussed the differences between the Global and
Local markets.
 In this project a comparison between the different approaches to
international market strategy has been shown.

REFERENCES
 Backus, D.K., Kehoe, P.J. and Kydtand, F.E., 2021. 11 International
Business Cycles: Theory and Evidence (pp. 331-356). Princeton
University Press.
 Dörrenbächer, C. and Gammelgaard, J., 2019. Critical and mainstream
international business research: making critical IB an integral part of a
societally engaged international business discipline. critical
perspectives on international business.
 Sniazhko, S., 2019. Uncertainty in decision-making: A review of the
international business literature. Cogent Business & Management. 6(1).
p.1650692.