International Marketing: Key Arguments, Approaches, and Recommendations

This presentation explores international marketing, focusing on key arguments in international vs local marketing, different approaches to global marketing, and recommendations for success. The case of Waitrose & Partners, a UK-based supermarket, is used as an example. Topics covered include the international marketing mix, comparison of home and international orientation, and circumstances to switch to the global market.

INTERNATIONAL
MARKETING

Content
 Introduction
 Overview of national organisation
 Discuss the key arguments in International VS local marketing
 International Marketing Mix and Extended international marketing mix
 Different approaches to global marketing suitable for selected
organisation and circumstances to switch to global market
 Compare home and international orientation
 Recommendations
 Conclusion
 References

Introduction
International marketing is basically a marketing tactics in which an
organisation adopt different activities and practices so that offerings
of a company can be promoted in global context. By using this kind
of marketing approach, customers base of a company can be
increased in exponential manner. To prepare this presentation,
selected organisation is Waitrose & Partners which is a Britain
based supermarket offering food products to their customers in
standardised manner.

Overview of national organisation
Waitrose is a UK based
supermarket which is the
biggest employee-owned retailer
in Britain and a subsidiary of
John Lewis Partnership. This
organisation is headquartered in
Berkshire, England. This
company is founded in 1904.

Discuss the key arguments in International VS
local marketing
 Global marketing is referred to the selling of offerings either
services or products to foreign countries.
 It involves an appropriate planning, placing and promotion of
products to global people which are prepared by an organisation.
 Advantage of global marketing is that it assists an organisation in
serving global customers due to which high profits can be earned.

Local VS Global debate
Local marketing Global marketing
 Under this marketing, people from
near by region of organisation are
targets and satisfied.
 In this kind of marketing, global
customers are served, satisfied and
targeted.
 To perform this marketing, limited
resources are required.
 In order to perform this kind of
marketing, heavy capital and
skilled manpower is needed.

International Marketing Mix
Marketing mix is stated as a framework
which benefits an organisation in
evaluating their competitive
advantage in marketplace. In case of
England, manager of concerned firm
can use standardisation but to
operate in international market,
adaptation is needed.

Marketing mix between domestic market and
international market of Waitrose
Component UK China
Product Population in UK is habitual to use standardised
services and products without being price sensitive.
For example, if product will be of good quality,
customers are ready to pay high amount to Waitrose.
Services offered by company is related with
availability of wine, bar, supermarket online
shopping etc.
People in these regions have average wealth and they prefer to purchase
those products that can serve their needs. For example, to operate in
China , Waitrose will have to offer those products which can serve needs
of customers in proper way. For example, to operate in China , Waitrose
will have to offer those products which can serve needs of customers in
proper way. People are not going to buy the costly products that do not
serve their needs. For example, company can offer services like online
shopping, home delivery etc
Price Due to disposable income, UK population can spend
high amount is purchasing products of Waitrose.
Company can target customers via premium pricing.
For example, Company can target customers via
premium pricing for luxurious items and average
pricing for those items which are of daily use.
Due to less purchasing power, people in china purchase those products
which are genuinely priced. In this context, Waitrose will required to
adopt adaptation by using economic pricing or bundle pricing strategy.
This is because, in China people have limited income and they will not
purchase products if they are highly priced
Promotion Best way to promote services and products in
through is through traditional media like Hoardings,
newspaper advertisements etc. Also, social media
can be used. For example, to promote their new
services, manager of company perform online
campaigns where sample of products will be given to
some customers on random basis.
To advertise in China, digital and social media are best alternatives.
Here, traditional media is not so influential. In this aspect, manager of
Waitrose will require adaption to digital media promotion. For example,
by using Instagram and Facebook, health benefits of food provided by
Waitrose can be shared. This will help in attracting million of customers.
Distribution Organisation can distribute and organise their
products directly through their outlets and
wholesalers. Also, products are available through
online websites.
Waitrose can export their products to China for distribution. In case of
distribution also, manager of firm will require adaptation as direct
selling of product is not possible. For example, through e-commerce and
official website of company, services can be offered to people in global

Extended international marketing mix
Component UK China
People To manage their employees, company
can provide them regular training and
benefits. Due to which they are
capable to satisfy customers as per
their requirements.
In case of China, employee can be managed
via benefits and regular training in this
context standardisation can be adopted.
Process Organisation can use both online and
offline processes to service their
customers and resolve their queries.
Also, company can use TQM so that
overall quality of their products can
not be compromised.
Company can implement online processes
to resolve query of customers. Here,
adaptation will be required. This is because
offline processes will not be capable to
solve issues of customers in global context.
Physical evidence Main physical evidence of company in
UK is their main office, branches,
outlets, products, official websites etc.
Physical evidence of company is their
website, official sites and their products.

Circumstances to switch to global
market
There are different circumstances in which an organisation can leads
towards global market. Some of these reasons are listed below:
 Saturated domestic market
 Earning high profits

Different approaches to global marketing
suitable for selected organisation
There are basically three approaches in context with global marketing
which are stated below:
 Ethnocentric approach
 Geocentric approach
 Poly-centeric approach

Comparison of home and international
orientation
Home orientation is an expect in which an organisation gives more
superiority to their domestic market rather than international market.
Organisation uses this orientation prepares products to serve their
local customers on primarily basis. Main example of this orientation
is ethnocentric approach in which standardisation is used by
organisations to serve global people. Here, rivals can be assessed by
their revenues and sales.

Organisational orientation
Organisational orientation is referred to the pre-deposition of
employees towards motivation to work, job satisfaction,
subordinates and supervision of work etc.
 Indifferents orientation
 Centralised orientation
 Upward mobile orientation
 Decentralised orientation

Recommendations
Recommendations that can be given to company are discussed below:
 Work in a transparent manner
 Offering adaptive products

Conclusion
According to the presentation, it is summarised that global marketing
helps in serving global customers and local marketing limits the
revenues of a company. Within domestic market, standardisation
can be adopted but for international market, adaption is required as
people of different region have different needs. Best approaches to
internationalise a business are geocentric, poly-centric and
ethnocentric. Organisational orientation helps in deciding if a
company operates their work in decentralised or centralised manner.

References
Brannen, M. Y., Piekkari, R. and Tietze, S., 2017. The multifaceted
role of language in international business: Unpacking the forms,
functions and features of a critical challenge to MNC theory and
performance. In Language in international business (pp. 139-162).
Palgrave Macmillan, Cham.
Charter, M. and Polonsky, M. J., 2017. Greener marketing: a global
perspective on greening marketing practice. Routledge.
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.

Thank You