International Marketing: STP Model, Glocalization, and Promotional Strategies

International
Marketing

Table of Contents
Introduction......................................................................................................................................3
Main Body.......................................................................................................................................3
Background of product and target country..................................................................................3
STP model...................................................................................................................................4
Glocalization................................................................................................................................6
Promotional strategy....................................................................................................................8
Digital........................................................................................................................................11
Conclusion.....................................................................................................................................14
References......................................................................................................................................15

Introduction
International marketing is the concept where a company promote their products and
perform marketing activities in more than one country. Basically, this is done by those
companies who are having their business in more than one country or the company who aims to
expand their business soon. There are various benefits of performing international marketing
such as increase in total number of customers, better corporate image, increase in sales and many
others. It also consists of huge investment and consumes time in research activities for
marketing. It is essential for every company to identify their potential customers and their
preference first before promoting their brand. This will help to focus on those factors which
majorly attract their targeted audience. Morrison is retailing company based in Bradford, UK. It
is founded in 1899 by William Morrison. It sells retailing products like household products,
vegetables and eatable products and many others. The following file covers STP model,
marketing mix, glocalization and digitalization.
Main Body
Background of product and target country
China is selected as new country for Morrison Company sells their clothing, food and
drinks, petrol, books and magazine and groceries to the customers of China by opening their new
and well attractive supermarkets and hypermarkets. The brand reputation of Morrison is well
gained and attractive for retailing customers. Hence, this will help company to attract more
customers. In UK is has more than 450 stores and they provide good services to their customers.
For marketing strategies, they promote their products on TV advertisements, newspaper
advertisement, social media marketing and few others like pamphlets and hoardings.
PEST analysis of China-
Political factor- In context of China, most of their citizens and news channels claims that
they are having unsettled political forces. Their government mainly focuses on development of e-
commerce businesses. This will be beneficial for Morrison to sell their products through online
mode and attract more customers.
Economic factors- China is having good GDP growth which indicates that their
customers are spending more income in markets. Their labour cost is low which will help

Morrison to hire more labours at low wages. On the other hand, it has high inflation rate and high
property prices which can impact negative to Morrison.
Social factors- The customers in China are having high purchasing power and they
purchase products to develop their life standards whether they have to pay little more amount.
They also focus to buy quality products and their preference largely shifts to online buying of
products. Hence, Morrison is required to maintain their online sites in such a manner which will
help customers to use their websites and online app easily.
Technological factors- China is having good quality of machines and tools for
manufacturing companies. Hence, this will provide benefit to Morrison to purchase and use those
machines which will help them in their packaging and labelling process of products. Increasing
internet sources will help Morrison to promote their products on social media and other online
platforms to gain effective attention of customers in China.
STP model
Segmentation- It is the process where companies divide their markets into smaller segments to
understand the customers and their behaviour easily to select which segment is suitable for
targeting (Sheth, 2020). In context of Morrison, their new business in China will have few of the
market segments which are mentioned below-