International Marketing Management

INTERNATIONAL
MARKETING MANAGEMENT

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................3
INTRODUCTION...........................................................................................................................4
Literature Review-.......................................................................................................................4
Application of Theory..................................................................................................................6
Marketing Model ........................................................................................................................8
Ansoff Matrix...............................................................................................................................9
PART 2..........................................................................................................................................11
Elements involved in consumer analysis...................................................................................11
Brand Management ...................................................................................................................12
CONCLUSION AND RECOMMENDATION.............................................................................13
REFERENCES..............................................................................................................................15

EXECUTIVE SUMMARY
International marketing includes companies in making one or more marketing elements
and mix decision across national boundaries. Global marketing management include procedure
of planning, conception, promotion, executing and distribution of products and services create
exchanges that satisfy consumers. It processes accountabilities for identifying, satisfying and
anticipating target market needs, thus it also considers focusing on wants of people at global
level and orienting business towards activity of offering that satisfaction.
The current report is based on Aldi supermarket company. They used different marketing
tools in order to generate revenue and increase profit margin while operating business at
internationally. By using different marketing tools and models in developing new goods
organization gain attention of its consumers that increase its profit margin rather thane before
and helps to sustain for longer period. It has been summarized that Aldi achieve their business
objective by adopting marketing methods, they effectively gain attention of new consumers
while operating globally and manage their marketing activities after analysing the business
environment.

INTRODUCTION
The present report is based on Aldi company, it is one of the most common brand of two
German family owned supermarket chains with more over 10,000 outlets in 20 nations. The
reason for choosing this organization is availability of data in context of business marketing
activities and tools that they can use to promote services and products at global level. Firm does
not offer full online grocery goods ordering service in UK, they sell spirits and wine as well as
range of clothing, DIY and garden equipment online for home delivery. It is considered as UK
fifth biggest supermarket. Company launched in Great Britain in 1990, when it opened their first
store there in Stechford, using wholly owned English registered firm of Aldi stores Limited.
This study justified some aspects of marketing management, include advertising,
branding, customer relationship management, copywriting, event planning, internet marketing
and direct selling. It refers to directing, controlling, planning and organizing all the activities
which facilitates exchange of things.
Literature Review-
Marketing management concepts
As per view of Park and Tran, (2018) marketing is the procedure of satisfying wants and
needs of consumers and management is the process of directing, planning and controlling
different activities of company. Marketing management is the activity of analysing,
implementing and controlling of programmes designed or developed to bring about desired
exchanges with target consumers for purpose of common and commercial gain. It depends
heavily on coordination and adoption of product, price, place and promotion for achieving
response. On the other side Priem, Wenzel and Koch, (2018) highlighted that business discipline
which is centring on specific application of marketing methods and management of company
selling resources and activities is known as marketing management concept. It focuses upon
physical and psychological element of merchandising, manager of marketing section is
responsible for influencing timing, level and composition of consumers demand. While
psychological components centring on discovering wants and demands of people and changing
patters of purchasing behaviour. Physical factors is focusing upon fulfilling those demands
purchase better goods design, channels of distribution and other activities. This concept
determines marketing objectives that may be short or long term and need a appropriate approach,
it has to be in coherence with set of objectives and aims of company. The fundamental objective