Standardization Adaptation of Companies in International Marketing

This assignment discusses the challenges faced by international organizations in terms of communication strategies and product pricing distribution in global marketing. It explores how companies respond to these issues by using communication tactics such as social media platforms, blogging, and marketing campaigns. The assignment also highlights the importance of considering consumer behavior and theory in developing effective strategies.

The Topic of Standardization Adaptation of
Companies International Marketing Including Their
Product Pricing Distribution And Communication
Strategies

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Evaluating how international organizations respond to issues in context of communication
tactics and product pricing distribution.......................................................................................3
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
International marketing is described as performance of organizations activities and
practices conducted to price, plan, advertise and direct flow of a firm services as well as
products. While conducting marketing activities at international level, organizations has faced a
lot of challenges such as problem in context of communicating wide customer base etc. The
current assignment will explain how international firms respond issues such as communication
strategies and product pricing distribution that has been a central problem for global marketing
investigation. Furthermore, the study will explain critical analysis and evaluation of theory in
regards to above issues by considering consumers behaviour.
TASK
Evaluating how international organizations respond to issues in context of communication tactics
and product pricing distribution
In the business world, there are many companies accessible that has operated their
businesses at international level. While conducting this practice they have faced a lot of
challenges and issues including developing wrong communication strategies and product pricing
distribution (Paul and Mas, 2020). International companies like TESCO, Sainsbury, ASDA etc.
may respond these two problems by taking right action, tactic and considering effective ways
that are mention below-
Respond in context of communication tactics-
International organizations may take initiative to communicate and interact with
customers in term of communication tactics that enable marketers to promote a venture and its
offers in market.
Usage of social media platforms-
The subject of Standardize adaption of a global brand include their communication
strategies has always been a main issue for international marketing investigation. In context of it,
firms may take right action, for example by using social media platforms and billboard,
companies make their marketing team able to communicate with new and existing target
customers systematically and also enable to advertise products (Watanabe, Kim and Park, 2021).
There are many enterprise available in corporate world that used social media support to generate
brand awareness and interact to consumers. For example, TESCO is included in list of

international supermarket chains in the world, it creates a social media account on Facebook,
which is one of the most influencing and popular digital marketing platform. It permits firm to
interact with target and non-target customers without conducting too many attempts in just one
simple click. Social marketing theory may consider at this point that define as set of concepts
that concentrate on how socially valuable information may be promoted by firms at national and
international level. According to this theory, by using social media channels, a company may
promote important information about products to customers and communicate with them
effectively. International brands socially promote info relate to goods and their offers by using
Facebook, Instagram and other platforms. It is quite beneficial for companies in term of making
them able to collect review from consumers after purchase.
Development of effective communication strategies is quite difficult task for an
international brand. This activity require taking a decision in the context of selecting an
appropriate method or source that enables marketers to spread business and products related
information all over the world (Pongpaew, Speece and Tiangsoongnern, 2017.).
By using social media platforms, international companies develop effective and
influencing communication tactics which they may use to communicate people and attract them
towards purchase. Relating with consumers behaviour, firms may also identify current trends for
example, in recent time instead of offline shopping people prefer to purchase products online and
with above activity, international companies may respond effectively.
Blogging-
International companies like ASDA and others while operating venture at global level
may overcome issue in context of communication tactics. Blogging is included in list of effective
marketing communication strategies that may improve interaction process conducted between a
company and target consumers in systematic manner (Labanauskaitė, Fiore and Stašys, 2020).
The approach has emerged as beneficial function in marketing communication tactic for varied
companies. It is one of the most useful and cost effective methods that may pay dividends in long
run while business progress at international level may not be explosive. Global companies by
creating a blog page may successfully promote their products and services as well as venture
worldwide, which in return increase profits margin and maximize productivity. In term of
content marketing, blogging help international firms like TESCO to obtain measurable progress.
Marketing Campaigns-

The most complex task for an international brand is to develop a communication tactic
that may promote overall business successfully and generate brand awareness in market place. In
regard to this issue, marketers may chose the best approach. They may consider campaigns
method as an effective communication tactic that provides benefits in term of building excellent
reputation in market and attracting profitable investors. Through marketing campaigns
international companies like TESCO may increase visibility of brands. It helps develop long-
lasting relationship with target consumers and improve brand recognition even better than last
few years. Furthermore, global organizations via marketing campaigns not only communicate
effectively but also attract more sales, which is quite beneficial for them as it help boost ventures
growth and maximized profitability. It helps firms in varied manners such as build trust with
prospects.
Respond in regard to product pricing distribution-
Along with above issue, an international organization may face other problem in context
of taking decision for goods pricing distribution. Customer behaviour impact pricing distribution
process in negative manner because most of the people prefer to purchase better quality products
with affordable price tag. It brings challenge for TESCO and other global companies to decide a
distribution pricing tactic. The theory of competitive pricing help in context of this problem, it
may define process of selecting tactic price points to the best take benefits of goods based market
relative to rivals. According to this theory, international firms by selecting right strategy after
considering consumers buying behaviour may conduct effective product pricing distribution
activity in effective manner (Kienzler and Kowalkowski, 2017). Distribution pricing is the cost
point a global firm may select to extent to vendors who may then distribute items and offer to
target market. There are many forms of pricing tactics accessible that a company may adapt to
sustain business for longer at international level.
For example, they may choose penetration pricing tactic which is one of the best
marketing strategies that many companies used to attract their target consumers towards new
item or service by offering lower price during initial offering. It allows firms to attract individual
buyer and keep them away from rivals, which is actually very important to do. The theory of
competitive pricing also suggest that enterprise should set a price that help to gain attention of
consumers and increasing customer base more than other brands. International organizations may

consider buying behaviour of consumers before taking any action or decision, as it affect the
overall process.
CONCLUSION
From above analysis, it has been concluded that by using effective social media channels
international companies has communicated to target customers effectively and appropriately. By
using social media pages, email and billboard organizations has successfully conducted their
marketing practices in more than one nation, which is quite beneficial for them. It helped
increased customer base and their satisfactory level even better than last few months or years.
Furthermore, by summing up above discussion it has been summarized that by creating effective
product pricing distribution tactics, marketers has increased profitability and sales level while
operating venture at global level.

REFERENCES
Books and journals
Kienzler, M. and Kowalkowski, C., 2017. Pricing strategy: A review of 22 years of marketing
research. Journal of Business Research. 78. pp.101-110.
Labanauskaitė, D., Fiore, M. and Stašys, R., 2020. Use of E-marketing tools as communication
management in the tourism industry. Tourism Management Perspectives. 34. p.100652.
Paul, J. and Mas, E., 2020. Toward a 7-P framework for international marketing. Journal of
Strategic Marketing. 28(8). pp.681-701.
Pongpaew, W., Speece, M. and Tiangsoongnern, L., 2017. Social presence and customer brand
engagement on Facebook brand pages. Journal of Product & Brand Management.
Watanabe, N. M., Kim, J. and Park, J., 2021. Social network analysis and domestic and
international retailers: An investigation of social media networks of cosmetic
brands. Journal of Retailing and Consumer Services. 58. p.102301.
Online
BENEFITS OF EFFECTIVE MARKETING CAMPAIGNS. 2019. [ONLINE]. Available through:
<https://mytekrescue.com/benefits-of-effective-marketing-campaigns/>