Overview of Global vs Local Debate in International Marketing

This presentation provides an overview of the global vs local debate in international marketing. It discusses the advantages and disadvantages of global and local teams, the differences in product, pricing, promotion, and distribution approaches in international contexts, and ways to assess competitors. References are also provided.

International Marketing

Overview of key arguments in global Vs
local debate.
 In order to recruit candidate a company may adopt both global as
well as local platform because at both place they can find appropriate
candidates for their business.
In respect of Ledbury they are also confuse whether to recruit
candidate i.e. Global or local, for this they decide to analyze
advantage and disadvantage of both aspects.

Cont…
Advantage of global or international team
They considered as more formal and get trust of audiences easily.
They will present culture of different nation which show diversity at the
workplace.
Disadvantage of global or international team
The cost of international hire is expensive as well as time taking process.
It incurred addition cost like traveling, training, movement facilities and
so on for candidates.

Cont…
Advantage of local team
At respective hotel every one can easily communicate with each
other.
Local candidate know customer’s preference and requirement more
effectively.
Disadvantage of local team
Local people are not able to adapt new culture easily.
They are also not highly motivated toward work.

How the product, pricing, promotional
and distribution approach differs in a
variety of international contexts
Product – It will be vary because different nation need, demand and
requirement are different.
Price – It is different at different nation because economy condition
of every nation are not same.
Promotion – Similarly promotion channel which attract are different
in different nation so company need to adopt accordingly.
Distribution – Every nation has different distribution channels
according to their business areas, distributors, suppliers and so on.

International marketing approaches
There are numbers of international marketing approach which
respective company may adopt from which some are mentioned
below:-
Multinational marketing approach - There are some companies
which preferred to adopt this in this producing is setting in host
countries in which they operate.
Global marketing approach – This will include integration as well as
standardization of marketing activities across various geographical
marketplace.

Compare home and international
orientation and ways to assess competitor
The home or domestic boundaries are limited as compare to the
international orientation.
Internal business required two set of uncontrollable variables but
domestic will required only one set of variable.
For domestic not much special skills are required but for dealing in
international special skills are required.
At domestic or home business competition is less as compare to the
international marketplace.
In domestic risk level are less as compare to the international business.

Cont…
Ways to assess competitors
There are several ways which can be used to asses competitors at the
potential marketplace such as Google search engine, consultancy
firms, official financial statements, trade publications or annual
report, advertisements of a company, comments on social media,
market research and many more.

References
Kaleka, A. and Morgan, N.A., 2019. How marketing capabilities and
current performance drive strategic intentions in international
markets. Industrial Marketing Management, 78, pp.108-121.
Blythe, J. and Martin, J., 2019. Essentials of marketing. Pearson UK.
Samiee, S., 2020. International marketing and the internet: a research
overview and the path forward. International Marketing Review.

Thank You….