International Marketing: Strategies and Approaches for Global Expansion

This presentation discusses the concept of global marketing and its application in organisations. It provides an overview of Davison canners, a UK-based food production company, and compares local and global organisations. The presentation also covers the marketing mix and circumstances of local approach in a global environment. It further discusses various international market approaches and the comparison between home and international orientation. Lastly, it provides recommendations for companies looking to expand globally.

INTERNATIONAL MARKETING

TABLE OF CONTENTS
•INTRODUCTION
•TASK 2
•RECOMMENDATIONS
•CONCLUSION
•REFERENCES

INTRODUCTION
Global marketing refers to the marketing on a global
scale. taking the global differences, similarities and the
opportunities to reach the global targets. Global
marketing is basically a region of study in the general
business which markets the product, render the solutions
as well as services to the buyers nationally,
internationally and locally as well. International
marketing refers to the implementation of the marketing
principles in the organisations which near the national
borders and overseas, in more then one country.

COMPANY OVERVIEW
The chosen company, Davison canners is a small
innovative company situated in UK. It is a food
production company. Which was incorporated in
1978, by George Davison but officially started in
1995. The company is basically situated in the
Craigavon, united kingdom. Some of the food
products produced by the Davison canners are
fillings, jams, curds, sauces, syrups, concentrates
and many more.

DIFFERENCE BETWEEN LOCAL AND
GLOBAL ORGANISATION
The global marketing basically planning, creating,
placing and promoting the services of the company in
the global market on a global scale. The application
of the marketing principles by the companies which
are near to the national border or overseas, in more
then one country. The global marketing relies on the
companies which understands the necessity
associated with serving the customers locally but
with the global level of solutions as well as products
(Farrell, 2020).

MARKETING MIX
The marketing mix refers to the collection of
actions, strategies or tactics that a organisation uses
to promote the sell of their product and services in
the new market. By keeping the 4 P's of the
marketing in the mind, it will help the chosen
company Davison canners to focus on to the prior
things and make appropriate strategies and decisions
at the time of launching the new products in the
market or revising the products which already exists
in market (Gomes, Sousa, and Vendrell-Herrero,
2020).

CIRCUMSTANCES OF LOCAL
APPROACH IN GLOBAL ENVIRONMENT
If Davison canners wants to expand themselves
globally with the local approaches there are many
circumstances like they can start operating globally
but the website will remain same for all the countries
and customers. As the sites are mobile and user
friendly and easily accessible by everyone. Localize
the website which makes your content understandable
to all the customers base of every country they are
operating in and also add the location and the
landmark in the website which will be easier for the
new customers to find.

INTERNATIONAL MARKETING
APPROACH
There are various international market approaches
which Davison canners can opt which mainly focuses
on the decisions of the global marketing strategy: -
 Transaction approach
 Standardisation approach
 Global configuration
 Global integration
 Evolutionary approach

COMPARISON BETWEEN HOME AND
INTERNATIONAL ORIENTATION
HOME
ORIENTATION
INTERNATIONAL
ORIENTATION
The organisation takes into consideration
the amount of cost which will be involved
in the transaction. It will help them in
getting the best deal and stay ahead from
the competitors. Generally the cost in
domestic market is less because company
has an idea how much it would cost to
perform any transaction of business.
The overall cost of marketing in the
international market is very high since it
involves various aspects of business.
Small businesses cannot think of this type
of orientation since they do not have the
adequate amount of funds for their
investment. The company will try to keep
this in mind and plan their business
accordingly.

RECOMMENDATIO
N
All the aspects of the business related to the business environment
should be analysed to design and plan new strategies to overcome
them. Davison canners should conduct the surveys so that they
can easily understand the work culture of the other country as
well. Also, the company should use new advanced technologies so
that they can enjoy the economies of the scale at the time of
manufacturing and production of the goods and commodities.

CONCLUSION
From the above report it has been concluded that the companies can expand themself in various other countries
with the help of different strategies and approaches. Expansion assist the company in the growth of revenue
which is very vital. The report focused on several promotional plans by which the company can easily serve the
goods and services to the targeted audience in the new market. There are many differentiations between the
local and global market so that the company can easily opt one. Lastly several opportunities have been
discussed which aid the company in building up an strong brand image in the market.

REFERENCES
Asseraf, Y., Lages, L.F. and Shoham, A., 2018. Assessing the drivers and impact of
international marketing agility. International Marketing Review.
Curiel, E., 2020. Considerations on Global Social Media Marketing. In Digital and
Social Media Marketing (pp. 229-237). Springer, Cham.
Farrell, C., 2020. Do international marketing simulations provide an authentic
assessment of learning? A student perspective. The International Journal of
Management Education, 18(1), p.100362.
Gbadamosi, A., 2019. Contemporary issues in marketing: Principles and practice. Sage.