Analyzing Airdri's International Marketing Strategy for Germany

This report provides an overview of international marketing concepts and applies them to Airdri, a UK hand dryer manufacturer, exploring its potential expansion into the German market. It differentiates between global and local marketing, discusses the marketing mix in an international context (product, price, place, promotion), and examines different international marketing approaches. The report compares home and international orientations, considering ethnocentric, polycentric, and geocentric approaches. It justifies Airdri's rationale for international expansion, including revenue generation, competition, investment, diversification, cost reduction, and talent acquisition. The analysis highlights Germany's strong manufacturing sector and productivity as key reasons for selecting it as a target market. The report concludes that international marketing is crucial for businesses seeking growth and competitive advantage, emphasizing the importance of aligning the marketing mix with global client requirements and leveraging competitive edges in new markets. The document includes a list of references to support its analysis.

INTERNATIONAL
MARKETING

TABLE OF CONTENT
 Introduction
 Difference between global and local
marketing
 Marketing mix in international context.
 International marketing approaches
 Compare home and international orientation.
 Conclusion
 References

INTRODUCTION
International marketing is considered as those marketing practices
which incurs across the border. In simple term, this includes the
entity in developing one or more marketing decisions across
national boundaries. Moreover, at their much complex, this
incorporates in forming manufacturing as well as marketing
facilities overseas and coordinating strategies of marketing across
the markets.

OVERVIEW OF ORGANISATION
Airdri is one of the leading UK hand dryer manufacturer and
suppliers for over 45 years. It was founded in year 1974 and
having headquarters is in Oxford, UK. Its core business is always
the hand dryers and its in house engineering expertise has drives
them to explore new growth areas. Since 1980’s, within the brand
formula system, they has been at fore front of elevator technology
sector in addition with innovation of its patented elevator door
system as well as speech units.

REASON WHY AN ORGANISATION
WANTS TO GO TO INTERNATIONAL
MARKET
It has been seen and find out that the decision of the Airdri
to enter the international market is seemed to be rationale
and justifiable as it would give a higher level of
productivity and expansion for this firm. Further, tether are
many benefits and advantages that would be gained by the
Airdri after entering the international market such as
generating more revenue, competing for new sales,
investment opportunities, diversifying, reducing costs and
recruiting new talent that tend to be the main reason for
which the Airdri is entering international market.

DIFFERENCE BETWEEN GLOBAL AND LOCAL MARKETING

CONTINUE..

MARKETING MIX IN
INTERNATIONAL CONTEXT
The marketing mix of organisation differ in context to local and
global market as these are elaborate in detail in respect to
organisation Airdri while performing international marketing.
 Product
 Price
 Place
 Promotion

INTERNATIONAL MARKETING
APPROACHES
Marketing is wide idea that covers such countless practices,
instruments and ideas. As indicated by master it is business work
which incorporate specific strategies which is connected with
spreading mindfulness among crowd about contributions an
administrations. Presently business have such countless choices
that are useful and offers high and viable outcomes to business
and furthermore will in general brings improved results via
reactions from public.

COMPARE HOME AND
INTERNATIONAL ORIENTATION
Every business is vary from one another. This shows that specific direction is
find by way of numerous organization once they lead their physical
activities connected with business. The orientation is predicated upon
nature of commercial enterprise, operations, quantity of services or items
which might be presented in placing to manageability and versatility of
business middle and their customers.
 Ethnocentric
 Poly centric
 Geocentric

REASONS WHY AIRDRI LTD WANT TO
GO THE GERMANY
Airdri Ltd is SME UK manufacturing company is
considering expanding their business at international level
and wants to enter in Germany. There are different
international markets where company enter into market but
Germany. Because of their creativity and technology, and
also authoritarian countries, industries, and a professionally
informed populace, Germanyan countries are a hub for big
businesses. Those nations should surely be on top radar
whether they're seeking for the greatest nations in Germany
for company! Thus, Germany is good country for the
internalization of company at broad level (Chatterjee,
Chaudhuri and Vrontis, 2021).

CONTINUE
Segmentation
The reason for selecting that particular segmentation i.e.
Germany is based on the fact that Germany has maintained a
healthy and consistent productivity and quality. One is
manufacturing's significant contribution to the entire economy.
Manufacturing accounts for a bigger percentage of GDP in
Germany than just about any other European country. Thus, it
supported and lead to higher growth and productivity level for
the Airdri.

CONCLUSION
 As per the above presentation, it has been concluded that International
marketing plays crucial role at present times. As this incorporates in
forming manufacturing as well as marketing facilities overseas and
coordinating strategies of marketing across the markets. Additionally,
the main role of international marketing is to assures that marketing mix
for organisation’s products or service matches global requirements of
clients and seeking for the opportunities to utilise a firm’s competitive
edge to market other items into new or existent marketplace.


REFERENCES
 Gomes, E., Sousa, C.M. and Vendrell-Herrero, F., 2020. International marketing
agility: conceptualization and research agenda. International Marketing Review.
 Javalgi, R.G. and La Toya, M.R., 2018. International marketing ethics: A
literature review and research agenda. Journal of Business Ethics, 148(4), pp.703-
720.
 Katsikeas, C., Leonidou, L. and Zeriti, A., 2019. Revisiting international
marketing strategy in a digital era: opportunities, challenges, and research
directions. International Marketing Review.
 Morgan, N.A., Feng, H. and Whitler, K.A., 2018. Marketing capabilities in
international marketing. Journal of International Marketing, 26(1), pp.61-95.