International Marketing, Innovation and Ecommerce

INTERNATIONAL
MARKETING,
INNOVATION AND E-
COMMERCE

Table of Contents
INTRODUCTION...........................................................................................................................3
Task 1 ..............................................................................................................................................3
Segmentation, targetting and positioning: -.................................................................................3
Task 2...............................................................................................................................................4
Standardization , Adaptation and Glocal market.........................................................................4
Task 3...............................................................................................................................................5
Marketing Mix of Sainsburry's....................................................................................................5
Product life cycle: - .....................................................................................................................6
Boston Growth Matrix.................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1

INTRODUCTION
International marketing refer to the marketing which is done in promoting and expanding of the
business in international market (Dibb, 1998). The report is explaining the ways in which
Sainsburry's is making strategies and all the segmentation, targeting and positioning to work in
international market.
Task 1
Segmentation, targetting and positioning: -
Segmentation : -
Segmentation refer to the process in which the market is segmented and works according to the
segmented market. It is one of the most important part of business when the company is focusing
in expanding the business in global market and it also make it easier for the Sainsburry's to
increase the market in global platform (Aliyanti, 2019). This process is to divide the market into
group of segments. There are various ways in which company can do the segmentation. The
household product and kitchen product segment for Indian market as the people choose to take
regular household market and have a good consumption.
Demographic: - demographic factors include dividing market according to the ages factor,
gender, income level, education and marital etc.
Geographic : - in this factor of segmentation the market is divided on the basis of sorting market
by country, region, state, entity etc.
Psycho-graphic: - Segmenting of people on the basis of the lifestyle, activities, hobbies, choices
etc.
Behavioural : - Breakdown of the market according to the use of product and services.
Targetting : -
Targeting of market is done on the segmentation of market and targetting the most attractive
segment of market. Sainsburry's is providing all the retail service in UK, and they are expanding
there business in India with expansion of market o that they can provide service in India and
capture the Indian market (Ilhamsyah, 2016). The market is segmented and the best for the
company in going international market and expanding in India, the Sainsburry's need to target
Demographic and psycho-graphic segmentation of market. It is according to the people and
there thinking which is important for the company in providing services and gain profitability.