International Marketing: Global vs Local Debate, Marketing Mix, Approaches, and Recommendations for Unilever Plc

This presentation discusses the global vs local debate, marketing mix, approaches, and recommendations for Unilever Plc in international marketing. It covers how product, price, pricing, and promotional distribution approach differs in a variety of international contexts. The presentation also compares home and international orientation, various marketing approaches, and competitor analysis. The conclusion provides recommendations for the company.

TASK 2
International
Marketing

Table Of Content
 Introduction
 key arguments in the global versus local debate
 Product, price, pricing and promotional distribution approach
differs in a variety of international contexts
 Adopt a global or local approach, highlighting the implications
 How the marketing mix is applied to a range of selected
organisation
 various international marketing approaches
 Compare home and international orientation
 various marketing approaches and competitor analysis
 Conclusion and recommendation for the company
 Conclusion
 References

Introduction
 The concept of international marketing is said to be the exchange
of the products as well as services across the national borders in
order to meet the needs of the market share. In this report, the
chosen organisation is Unilever Plc which is taken into
consideration for demonstrating different aspects of this report. It
is a UK-based multinational organisation that is conducting its
business operations throughout the world in an effective manner..

Key Arguments in the Global Versus Local
Debate
A commercial firm does several activities in
order to achieve its stated goal. Each business
conducts its activities in a certain way. This
knowledge helps to make company policies
better so they can help reach a particular
target or goal. Managers need to look at a
company's local and international impact since
it helps them understand the market:

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Global presence Local presence
The corporation has a lot more resources to boost
profits globally because of the diverse marketplaces. By
choosing the best foreign country, Unilever Plc may be
willing to stretch its business activities inside the global
market.
There are currently just a few opportunities available in
local markets. Conversely, decreased competition
enables a business to increase income, guaranteeing its
long-term survival in the industry.
It is essential for a firm to continuously offer
improvements led to a huge consumer base and altering
trade patterns.
As a consequence, companies are unable to recognise
market dynamics. The major focus is still on developing
and keeping long-lasting deep relations with consumers
in order to attract new ones.
This helps companies make more money, which fuels
corporate objectives and development. Unilever Plc will
be capable of increasing its earnings by increasing its
marketing efforts on a worldwide basis.
This doesn't generate as much money. Furthermore, this
enables companies to establish and preserve a positive
reputation. Unilever plc can build a solid image through
competing in the domestic economy, but it won't be
able to make substantial profits.

Product, price, pricing and promotional
distribution approach differs in a variety of
international contexts
 Product: Food, refreshment, personal services, residential care,
and water filter are the four classifications offered by Unilever.
Unilever's marketing mix includes approximately 400 brands,
demonstrating the brand's enormous power in the FMCG
industry.
 Price: Understanding the fierce competition in the global FMCG
industry is essential to researching the pricing in Unilever's
marketing mix. Unilever does thorough market research and
adheres to fair prices.

Adopt a global or local approach, highlighting
the implications
 Organizations rely largely on market audiences to expand their
businesses profitably. Managers at Unilever Plc deploy local and
global debate strategies depending on the circumstances. Both
strategies have advantages for managing business operations and
keeping employees motivated. For instance, a corporation should
choose a local debate strategy if it doesn't want to increase its
spending or need marketing expertise to run its operations.

Adapt the marketing mix of a selected
organization
 Some components of the marketing mix are crucial for
expanding operations into overseas markets. The components aid
in setting reasonable rates, selecting an acceptable pricing
strategy, deciding where to conduct business. After that utilise
efficient channels to develop organisational assets.

Various international marketing approaches
your client organisation can adopt
 A marketing strategy is defined as a collection of tactics for
influencing lots of customers and expanding a business in a
crowded market. In the business sector, firms may use a variety
of global marketing strategies to boost growth and take their
company from a domestic to a worldwide market.

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 Traditional marketing approach: This may be described as
misperceptions and advertising tactics used by a company to
educate a lot of customers and increase sales. No advertisement,
it is challenging for companies to connect with consumers.

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 Modern marketing approach: This is a marketing tactic used
among companies to promote their goods. It is a customer-
focused approach. It includes both online and physical
advertisement. Digital advertising makes use of online marketing
campaigns, online marketing, internet ads, SEO (search engine
marketing), and so many other techniques.

Compare home and international orientation
 Research is essential if a company wants to move its commercial
transactions from a regional to a global scale since it provides
managers with information about macroeconomic factors and
enables them to make well-informed decisions. Executives are
regularly instructed to tailor their services to the needs of their
clients utilising the corporate mission.
 Unilever Plc's management has decided to use a global approach
in order to appeal to a larger audience and continue to make
buying process since the company wants to mature its business
in Foreign countries.

Various Marketing Approaches and
Competitor Analysis
 By examining rivals' advantages and disadvantages, marketing
strategies and competitive intelligence may assist a business in
acquiring a competitive advantage over its competitors (Wu,
2016). This aids the business in developing plans and policies
that will enable it to capture a sizable marketplace whether by
altering its pricing policy or improving its performance to help
meet the demands of its customers than their rivals.

Conclusions and Recommendations for the
Company
 In order to attain organizational goals, affects organizational how
operations are carried out. Businesses should heed the following
advice to maximise their possibilities in the global market:
 • Expanding research to identify possible regions in which the
business might grow its operations.
 • The business can engage in research to create fresh, cutting-edge
items that will aid in its global market expansion.
 • Corporate expansion into overseas countries can be accomplished
through sponsoring, exhibits, etc.

Conclusion
 Many businesses use international marketing to connect with
their target customers. It is crucial for managers to utilise the
market effectively since doing so may help run and manage a
business effectively in a changing situation whilst still improving
sales. Since they discover needs and supply products that satisfy
them, promotional strategies play a bigger part in business
activities.

References
Sun, Q., Paswan, A. K. and Tieslau, M., 2016. Country resources,
country image, and exports: Country branding and international
marketing implications. Journal of Global Marketing. 29(4). pp.233-
246.
Surugiu, M. R. and Surugiu, C., 2015. International trade, globalization
and economic interdependence between European countries:
implications for businesses and marketing framework. Procedia
Economics and Finance. 32. pp.131-138.
Wu, C. W., 2016. The international marketing strategy modeling of
leisure farm. Journal of Business Research. 69(4). pp.1345-1350.
Zhou, L., Wu, A. and Barnes, B.R., 2016. The effects of early
internationalization on performance outcomes in young international
ventures: the mediating role of marketing capabilities. Journal of
International Marketing.20(4). pp.25-45.