International Marketing: Strategies for Expanding Business Operations in African Markets

INTERNATIONAL MARKETING

Table of contents
 INTRODUCTION
 SECTION -2
 Overview of global vs local debate
 Investigating how pricing, promotion, pricing differs in variety of contexts
 Evaluating context in which the organization need to adopt local or global approach
 Discussing in detail on how to adapt to the marketing mix in international market
 Critical evaluation of marketing mix
 Analyzing various marketing approaches that organizations might adopt
 Comparing home and international orientation and ways to access competitors outlining
 CONCLUSION
 REFERENCES

INTRODUCTION
 International marketing refers to the different marketing activities that are carried out across the borders.
 Further, the presentation is based on Tesco that top British retail company and is planning to expand its
operations in African markets.
 Moreover, certain key arguments in relation to global and local markets business operations will be discussed

Overview of global vs local debate
 On local level marketing campaigns of the company are more personalized as it is targeted to more close groups of
people located at any one particular place. However, at the global level location of user is of little importance as
large number of people are targeted on the basis of some common needs or desires.
 Risk are diversified in the global market as lot of people are targeted in various regions where chances of sales are
higher. On the other hand in local market risk factor is higher because customers might not like the products
manufactured by company and thus sales might be negatively impacted.