Strategies for International Marketing

Strategies for
International
Marketing
(Student Name)

Table of Contents
Introduction................................................................................................................................2
Difference between domestic and international marketing environments – Through PESTEL
Analysis......................................................................................................................................2
Macro Environmental Analysis..............................................................................................2
Contribution of International Market to the World Economy...................................................3
Theories of Internationalisation.................................................................................................3
Product life cycle theory.........................................................................................................3
Challenges faced in entering into international market..............................................................5
Benefits in entering into International Market.......................................................................5
International Marketing Trends..................................................................................................5
Growing Emerging Trends.....................................................................................................5
Innovation a significant need..................................................................................................6
Marketing Opportunities in the Asia-Pacific Region.................................................................6
Increase in Foreign Direct Investment...................................................................................6
Advancement of technologies................................................................................................6
Conclusion..................................................................................................................................6
References..................................................................................................................................7

Introduction
Marketing a strategy to create and maintain relationship with the customers for the
good results. It provides a platform to each and every company to do business with the
upcoming change and get updated with new technologies (Palmatier, Stern & El-Ansary,
2016). The company’s (Fonterra) growth and success are highly managed by the markets and
strategy towards it. As it can be seen that Fonterra is a dairy co-operative organization in
New Zealand which has mission to get the world with best quality products and make them
feel refresh from mind (Dee, 2016).
Difference between domestic and international marketing environments – Through
PESTEL Analysis
Macro Environmental Analysis
It includes six factors which show all internal and external environments and provide
a proper base to form any strategy and to initiate it. This benefits in all the senses as includes
government activities, legal framework, social relations, environmental change and political
actions. In the same way the Fonterra Company has main base for its business is PESTEL
Analysis because their cost according to others is very reasonable and its main reason for it is
tax saving policies and also customers demand. So the business of Fonterra is highly
expanded and also has a good profile in own and other countries (Rastogi & Trivedi, 2016).
There are many different things which can be seen in domestic and international
market because both provide a good revenue but with different plans and strategies.
Political Factor
The Government has initiated many programs and plans for the market intermediaries
to do business and maintain a healthy environment. In domestic the role of this is apparently
high from international because all domestic operations have direct impact on domestic
market but not on international because it follow different rules of different countries (Clarke
& Cheshire, 2018).
Economical Factor

The growth of economy is based on revenues of New Zealand and its policies
imposed by that government. The purchasing power has main role which affects the dairy
products. Both domestic and international market affects the economy as dairy products are
significant for all. Mainly the growth of economy is from international because domestic does
not provide more growth opportunities to the Fonterra (Khalaj, Scherer & Halgamuge, 2016).
Social Factor
It totally depends on lifestyle on people as non-vegans support huge percent in dairy
products and same in domestic up to a limit people will go for dairy products compare to
international because in international number of choices and number on individual’s increase
(Westphal et al., 2019).
Technology factor
To follow the latest trend and updated technology the business need to be expanded
which directly shows that international market is necessary because in domestic the use of it
will be limited (Fuenfschilling & Truffer, 2016).
Contribution of International Market to the World Economy
It promotes all the work with all the possible factors and needs for the company. The
main need of international marketing is to get a support in the capital needs and latest
technology for the work to be done with minimum cost and full utilisation of resources.
Basic contribution is capital requirement as much higher the capital the chances of
profit increases and a huge effect on goodwill which provide a company to get support
financially if any financial crises occur. The business tycoons support and invest in company
which they find a best source of fund in long term investment. As Fonterra has largest
supplier of dairy products in the New Zealand but its vision is to expand as much as it can
and till now there are much number of exporters which is a big source for its business
(Korhonen, Honkasalo & Seppälä, 2018).
Technology – An indispensable factor for every company to work in this dynamic
environment. Not possible for every country to have all updated technology same way the
New Zealand also can’t so to follow and use latest trend international marketing aid a lot by