International Marketing Assignment : Zara, Amazon and Easy jet

International Marketing
Part 1

Table of Contents
INTRODUCTION...........................................................................................................................1
Overview of companies...............................................................................................................1
Contemporary international marketing issues.............................................................................2
Strategic marketing strategies-....................................................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................7

INTRODUCTION
International marketing is application of marketing rules or principles to satisfy varied
wants and needs of different people residing across domestic borders (Dinnie, 2015). It is to
undertake marketing functions or activities in more than one country, it is also known as global
marketing. Export, direct investment, joint ventures, global web and licencing & franchising are
the several ways through which firms can globalize. The present report is based in Zara, Amazon
and Easy jet international marketing strategies and explains contemporary international
marketing issues. Background of each organization and strategic marketing strategies including
segmentation theory.
Overview of companies
Amazon Inc. is American international technology organization based in Washington,
Seattle that centring on e-commerce, digital streaming, cloud computing and artificial
intelligence. It is considered as one of the largest four technology organizations along with
Apple, Google and Facebook. It is known for their disruption of well-established industries
through mass scale and technological innovation. Company is the world's biggest e-commerce
marketplace, cloud computing platform and Al assistant provider as measured by market
capitalization and market revenue (Schaltegger and Burritt, 2017). It is one of the largest internet
firm in world by revenue and second biggest private employer in US. It is founded by Jeff Bezon
in 1994 in Bellevue, they initially started its business as the online marketplace for books but
after some time, they expanded its business to sell software, apparel, electronics, video games,
furniture, jewellery, toys and food. Organization acquired whole food market in 2017 for $13.4
billion, which immensely increased their presence as brick and mortar retailer. It has number of
services and products available including, Amazon Prime, Amazon digital game store, amazon
fresh, web services, app store, echo, fire tablets, music, amazon studio, fire TV, kindle, music
unlimited, amazon wireless etc. firm has different types of distribution services consisting of
cross dock, sortation centres, prime now hubs, fulfilment centres, prime air hubs.
EasyJet is an airline organization limited, it is British low cost airline operates
international and domestic scheduled facilities on over 1,000 routes in 30 nations effectively. It is
listed on London stock exchange located in London, they employ approximately 14,000 peoples
based throughout Europe but mostly in UK. It is founded in 1995, grown through the
1

combination of acquisitions and base openings fuelled by customer demand for low cost air
travel. Company along with associated firms easy Jet Switzerland and Easy jet Europe operate
more than 300 aircraft, they have 29 bases across Europe (Kolk, 2016). They carried more than
66 million passengers in 2014 as make it second biggest budget airline in Europe by number of
customers carried behind Ryanair. It purchased 40% stake in Swiss charter airline and renamed
both franchise facilities in 1999. They relocated its headquarters to Geneva International airport
which considered as company first new base outside UK.
Zara it is Spanish fast fashion retailer based in Galicia and Artexio, it is founded by
Rosalia Mera and Amancio Ortega in 1975. They own several brands such as Pull&Bear, Zara
home, Massimo Dutti, Oysho and Uterque. Company successfully managed 20 clothing
collections in 2017, they expand their business at international market and provide better services
to customers specially women's. Firm provide products in their stores for women's and men's as
well as children's, they make clothes based on clients demands and according to current market
trends. Company has highly responsive supply chain they ship new goods to store twice in week
through it. Production department make clothes by using good quality materials, after designed
they take 11 to 15 days to reach at stores. All of their clothing is prepared through distribution
centre in Spain, new items is store, inspected, loaded and tagged into lorry.
Contemporary international marketing issues
Global market or international market is the marketing done on international level, it is
based on strategy developed or created in home country of organization and distributed to their
other affiliations. When company wants to expand their business within international market
they have to face many issues which effect its business growth and profitability both of sides
positive or might be negative based on situations (Martineau and Pastoriza, 2016). Competitive
environment, advancement in technology, culture and political instability or stability are the four
types of contemporary issues related to international marketing faced by Zara, Amazon and Easy
Jet.
Political environment or instability- different political system such as dictatorship or
democracy, various economics systems and political instability is some of real challenges that
faced by Amazon as well as other companies. Political environment in other nations pose many
challenges to Zara or international marketers. For example, Amazon is the e-commerce
providing online catalogue of products for customers all over the world. Because company
2

operate overseas, they must abide by legal and political regulations in each location. Due to some
changes in advertising laws and regulation in certain nation, organization cannot be able to
promote their products which effect its financial performance as well as productivity rather than
before. Marketing law relates to case law, regulations and rules pertaining to prevention of
customers harm resulting from deceptive marketing practices related to sale of services and
goods. Just like Amazon company, Easy jet business will also affect due to political instability
for example, tax policies affect company as they charged with landing in various nations. Due to
pay high taxes in other country they cannot be able to serve its best services effectively at
international market it will influence upon its marketing strategies as well as expansion
procedure (Moore, 2017). Zara expand their business in all over the world, due to trade
restrictions they cannot be able to supply its clothing from another nation and it directly impacts
its marketing plans within country. Trade restriction is one of the political factors that effect
business and international marketing. It is any government policy that limits free flow of services
or goods across borders.
Competitive environment- Globalization leads to increased competition, it can be
related to service and products price and cost, technological adaption, target market, quick
production by organization and fast response. Amazon well performed in international market,
they used different types of marketing strategies to promote their products. They set affordable
prices of each goods and services which attract peoples towards them. But to competitive
environment they need to make some changes in its international as well as national marketing
plans which consumer a lot of time and efforts of management. It impacts on Amazon
international marketing, in which they need to reset price and used the most appropriate pricing
strategy (Baylis, Smith and Owens, 2017). After this company has to recreate promotional
program and them launch into marketplace effectively which help to increase profitability and
productivity. Zara company also sell its clothing within international market, whether number of
peoples prefer to buy its product, they can be able to drive peoples towards them through the best
marketing plans. But due to competitive business environment, its campaigns and advertising
strategies affected the most. For example, H&M is the key competitors of Zara they provide
affordable and low cost products to customers which forced them to switch or drive towards
them. It directly affects Zara sales clothing, thus they need to make changes in prices of specific
goods and create marketing or advertising plan based on restructure pricing strategy. On the
3

other hand, competitive environment also impacts upon Easy jet business as they operate in
international market.
Culture issues- Culture is shared knowledge, values, behavioural norms and belief that
he;p peoples to live in groups, families and communities. Within different countries peoples
belong to different culture, as their beliefs, trends and perspective is different from the others.
Due to different perception of customers, Zara, Amazon and Easy jet faced many issues as
international marketing (Malamud, 2019). They need to considered culture in each and specific
group of peoples within its international market because it is essential for business growth and
success. For example, in most of the countries peoples like to wear Indian clothes than Western.
Thus, according to these culture Zara marketing department must prepare promotional plan
according to its. On the other hand, Easy Jet provide food facilities to its passengers in which
they need to focus on culture of peoples. Before providing food and beverages they must get the
better understanding about customers perception. Some persons like to eat vegetarian food and
few ones like non-vegetarian, it essential for Easy jet airline staff to offer products according to
perceptions.
Technology advancement- it is one of another contemporary international marketing
issues which affected Zara, Amazon and Easy jet marketing strategies the most. Due to
technology advancement, Easy jet advertising strategies influence the most in which they should
use social media platform and its several tools for selling its service or product within different
nation. On the other side this contemporary international marketing issue influence Amazon as
well. Company are using traditional promotional tools, but to advancement they must use or
apply different techniques through Facebook and spread additional information Via Twitter etc.
it is one of the best marketing tools or current technologies (Wu, Wall and Pearce, 2014). Zara
use digital technology in process of international promotion which is beneficial for business and
help to increase market revenue.
Strategic marketing strategies-
Market segmentation is one of the strategic marketing theories, it is diving market into
groups based on similarities. This theory contends that there are various groups of people with
several purchasing habits. It requires tailoring goods for needs of particular consumers, here
different kinds of market segmentation, demographic and geographic segmentation.
Demographic is probably the early application of this concept. For example, online shopping is
4

directed to youth market. Segmentation based on distribution channel, price and lifestyles is
another way to divide market (Lees-Marshment, 2014 Geographic is probably most common sort
of segmentation. Clients preferences along with it regions provide the basis for geographic
specialization.
Amazon used geographic segmentation because they have range of products for men,
women as well as children's. Company considered age, income rate of customers, gender and
education level before market segmentation which is essential for creating marketing strategies.
Without conducting market research all the things are impossible to know and understand, they
identify bases for segmentation and determine essential characteristics of each market segment.
With the help of analysis customers preferences and perspective they can be able to create
effective marketing plan in international market which helps to drive peoples towards them.
Amazon provides wide range of list including unlimited music to its clients they segment
younger audience for it.
Zara used mix of geographic, psychographic and demographic segmentation as
marketing strategies in order to serve increasing or growing needs of consumers. They used all
these above segmentations because they have limited stores across globe due to it they used
selective targeting strategies to make its goods available in market. In women's and men's
clothing segment clients of company are in age group of 16 to 40 years. Recently they also
launched kids’ section in its stores across the world.
Easy jet use psychographic segmentation for its passengers, it is one of the best
methods used by organization to customer prospective, previous or current by its shared beliefs,
attitudes, lifestyles. They use this segmentation for business travellers, because they enjoy its
experience of high level of facilities. Leisure travellers is the market segment of Easy jet for
them they use psychographic segmentation method, these types of passengers buying economic
class tickets because of lack of disposable income. Business travellers divided into two
categories which is independent and cooperate travellers.
CONCLUSION
From above, it has been concluded that competitive environment, technology
advancement, different economy culture and political instability is the major contemporary
international marketing problems faced by Zara, Easy jet and Amazon. As it effects upon their
business growth, success and profitability as well as current marketing strategies at international
5

market. With the help of segmentation theory, above companies can be able to serve its best and
provide products according to segmentation in order to sustain for longer time. Furthermore,
segmentation is the best way to offer appropriate goods or services to customers and helpful in
making promotional strategies.
6

REFERENCES
Books and Journals
Baylis, J., Smith, S. and Owens, P. eds., 2017. The globalization of world politics: An
introduction to international relations. Oxford University Press.
DesJardins, J.R. and McCall, J.J., 2014. Contemporary issues in business ethics. Cengage
Learning.
Dinnie, K., 2015. Nation branding: Concepts, issues, practice. Routledge.
Kolk, A., 2016. The social responsibility of international business: From ethics and the
environment to CSR and sustainable development. Journal of World Business. 51(1).
pp.23-34.
Lees-Marshment, J., 2014. Political marketing: Principles and applications. Routledge.
Malamud, A., 2019. Overlapping regionalism, no integration: conceptual issues and the Latin
American experiences. Politica Internacional. pp.46-59.
Martineau, C. and Pastoriza, D., 2016. International involvement of established SMEs: A
systematic review of antecedents, outcomes and moderators. International Business
Review. 25(2). pp.458-470.
Moore, A., 2017. Intellectual property and information control: philosophic foundations and
contemporary issues. Routledge.
Schaltegger, S. and Burritt, R., 2017. Contemporary environmental accounting: issues, concepts
and practice. Routledge.
Wu, M.Y., Wall, G. and Pearce, P.L., 2014. Shopping experiences: International tourists in
Beijing's silk market. Tourism Management. 41. pp.96-106.
7