Analyzing International Marketing for Bold Street Coffee Expansion

This report provides a comprehensive analysis of international marketing strategies, focusing on Bold Street Coffee's potential expansion into global markets. It examines the differences between local and international marketing, highlighting the impact on product distribution and promotional approaches. Various international marketing approaches, such as global, transactional, and multinational strategies, are explained and evaluated, using examples like Starbucks, Nestle, and McDonald's. The report compares home and international orientation, emphasizing the importance of understanding market similarities and differences for competitive positioning. It concludes with recommendations for Bold Street Coffee, including the use of penetration pricing and effective marketing campaigns to attract and retain customers in the international marketplace. The report references several academic sources to support its analysis and recommendations. Desklib provides this and many other solved assignments to help students.

INTERNATIONAL
MARKETING

TABLE OF CONTENT
• INTRODUCTION
• ABOUT THE COMPANY
• DIFFERENCE BETWEEN LOCAL AND INTERNATIONAL MARKETING
• HOW DOES THE PRODUCT DISTRIBUTION AND PROMOTIONAL APPROACH DIFFER WHEN USING A RANGE
OF GLOBAL MARKETS?
• EXPLAIN, ANALYSE AND EVALUATE DIFFERENT INTERNATIONAL MARKETING APPROACHES
• COMPARE HOME AND INTERNATIONAL ORIENTATION
• CONCLUSION
• REFERENCES

INTRODUCTION
• INTERNATIONAL MARKETING ENCOMPASSES
THE ORGANISATION IN MAKING ONE OR MORE
MARKETING CHOICES ACROSS THEIR NATIONAL
BORDERS.
• IT IS COMPLEX IN NATURE IN WHICH THE
ORGANISATION ESTABLISHING MARKETING
AND MANUFACTURING FACILITIES CROSS-
BORDERS AND COORDINATING MARKETING
CHOICES INTO INTERNATIONAL MARKET.

ABOUT THE COMPANY
• BOLD STREET COFFEE IS THE DOMESTIC
COFFEE HOUSE WHICH HAS ESPECIALLY IN
SERVING DELIGHTED COFFEE WITH ROTATING
BLENDS ON THE LIST OF MENU AND CHOICES
OF FRESHLY MADE SANDWICHES, BREAKFAST,
LUNCH DISHES AND OTHER DESERTS
INCLUDING PASTRIES AND DOUGHNUTS.

DIFFERENCE BETWEEN LOCAL AND
INTERNATIONAL MARKETING
• SCALE OF OPERATIONS: LOCAL MARKETING
DEFINES THE PROMOTION, DISPERSION AND
SALES OF PRODUCTION SERVICES ONLY AT
NATIONAL LEVEL, WHEREAS GLOBAL
MARKETING INVOLVES BUSINESS OPERATIONS
AT INTERNATIONAL LEVEL.
• FINANCIAL RESOURCES: LOCAL MARKETING
DO NOT REQUIRE EXCESSIVE FINANCES AS
ORGANISATION PERFORMS ONLY AT LOCAL
LEVEL. INTERNATIONAL MARKETING REQUIRES
BIG INVESTMENT AS THEY DEAL INTO MANY
MARKET AT INTERNATIONAL LEVEL.

HOW DOES THE PRODUCT DISTRIBUTION
AND PROMOTIONAL APPROACH DIFFER
WHEN USING A RANGE OF GLOBAL
MARKETS?
• THE MARKETING APPROACH SUCH AS PRICE,
PRODUCT, DISTRIBUTION OR PROMOTION ARE
HIGHLY INFLUENCED WHEN THE
ORGANISATION IS MOVING TOWARDS GLOBAL
MARKETPLACE.
• EACH AND EVERY COUNTRY IS VARIED FROM
ITS ORIGIN, CULTURAL TASTES AND
PREFERENCES, LANGUAGES AND MANY OTHER
THINGS.

CONTINUE
Element Domestic market (UK) International market (UAE)
Product The organisation provides fresh cakes,
sandwiches, coffee and many other
things for achieving the requirements of
customers.
The chosen organisation products and
services may be adopted as per the local
tastes and preferences of the customers.
Prices The pricing of products was higher as it
has created some loyalty among
customers.
In this area, the organisation might
choose penetration pricing for gaining
the customer attention into international
marketplace.
Promotion Currently, promotion being performed
with the help of special media such as
Facebook Twitter and so on.
In international market, the organisation
might choose strategies such as social
media, marketing campaigns and many
more to influence customers for their
products and services
Distribution The company facilitating online
delivery services as customers shows
their interest for the products and
services.
The respective organisation might
exploit method such as channel
partners, retailers and many more.

EXPLAIN, ANALYSE AND EVALUATE
DIFFERENT INTERNATIONAL MARKETING
APPROACHES
• AS THERE ARE DIFFERENT INTERNATIONAL MARKETING APPROACHES SO BOLD STREET COFFEE HAVE
DIFFERENT OPTIONS TO ADOPT EFFECTIVE ONE.
• GLOBAL: IT IS REGARDED AS GLOBAL MARKETING APPROACH THAT CARRIES OUTLET TO SPREAD
BUSINESS INTO SEVERAL NATIONS BUT THEY COMPLY A UNIFORM BUSINESS CULTURE WITH
REGULAR SETS OF PROCESSES. IT HELPS TO OFFER AN EFFECTIVE INTERNATIONAL BUSINESS.
STARBUCKS IS A GOOD EXAMPLE.
• TRANSACTIONAL: THESE ARE THE BUSINESSES THAT ARE COMPLEX AND PERFORM GENEROUS
SERVICES INTO DIFFERENT COUNTRIES. THEY DO NOT SPECIFICALLY PREFER ANY CERTAIN COUNTRY
AS ITS DOMESTIC HOME. FOR EXAMPLE, NESTLE.
• MULTINATIONAL: THIS IS REGARDED AS THE GLOBAL MARKETING APPROACH WHERE THE
ORGANISATION HAVE FACILITIES OR OUTLETS WITHIN DIFFERENT COUNTRIES SO EACH MARKET
FUNCTIONS AS WELL AS OPERATE INTO THEIR OWN MANNER. MCDONALD'S IS THE EXAMPLE.

COMPARE HOME AND INTERNATIONAL
ORIENTATION
• HOME ORIENTATION DEFINES THE APPROACH IN
WHICH AN ORGANISATION WORKFORCE PAYING
ATTENTION TO OBSERVED ONLY THE
SIMILARITIES BETWEEN MARKET AND
GENERALLY PERCEIVE THAT PRODUCTS AND
SERVICES THAT ARE EFFECTIVE TO SERVE INTO
DOMESTIC MARKET SO THAT IT WILL ALSO BE
SUCCESSFUL IN OTHER INTERNATIONAL
MARKET.

CONTINUE
• INTERNATIONAL ORIENTATION CAN BE
UNDERSTOOD AS AN APPROACH THAT DEPEND
ON THE GENERAL CONCEPTIONS THAT THE
DIFFERENCES AND SIMILARITIES PRESENT
BETWEEN DIFFERENT MARKET AREAS. THESE
SIMILARITIES AND DIFFERENCES MAY BE
UNDERSTANDABLE FOR MAKING A CHOICE OR
STRATEGY WHICH MAY PERFORM IN CONTEXT
OF ENTIRE INTERNATIONAL MARKETS.
• IMPLICATION: IT PROVIDES COMPETITIVE
POSITION MARKETPLACE BY ASSURING THEIR
SUSTAINABILITY.

CONCLUSION
• IT HAS BEEN CONCLUDED THAT INTERNATIONAL MARKETING INVOLVES SEVERAL OPPORTUNITIES TO
THE DOMESTIC BUSINESS.
• MARKET MIX ELEMENTS ARE IMPORTANT WHEN SPREADING OR EXPANDING BUSINESS GLOBALLY.
• THESE ELEMENTS SHOULD BE SMARTLY ANALYZED SO THAT THE FIRM CAN GAIN COMPETITIVE EDGE
OVER COMPETITORS AND ATTAINING THE CUSTOMER’S ATTENTION AS WELL.
• THERE IS ALSO A NEED TO ANALYSE THE DIFFERENCE BETWEEN HOME AND GLOBAL MARKETS.
• THE RECOMMENDATION FOR THE DOMESTIC FIRM IS TO USE THE PENETRATION PRICING STRATEGY
FOR SNATCHING THE CUSTOMERS’ ATTENTION INTO INTERNATIONAL MARKETPLACE WHICH HELPS IN
RETAINING THEM FOR LONGER PERIOD OF TIME.
• IT IS ALSO SUGGESTED TO USE EFFECTIVE MARKETING CAMPAIGN FOR PROMOTING THEIR BRAND
INTO INTERNATIONAL MARKETPLACE.

REFERENCES
• MANDLER, T., 2019. BEYOND REACH: AN EXTENDED MODEL OF GLOBAL BRAND
EFFECTS. INTERNATIONAL MARKETING REVIEW.
• HÜTTNER, M., 2018. MARKETING-MANAGEMENT: ALLGEMEIN-SEKTORAL-INTERNATIONAL. WALTER DE
GRUYTER GMBH & CO KG.
• GÖKŞEN, Y. AND KARABACAK, S., 2018. MARKETING EXPANSION STRATEGIES IN MULTINATIONAL
MARKETING: THE ROLE OF E-BUSINESS. IN ECONOMY, FINANCE AND BUSINESS IN SOUTHEASTERN AND
CENTRAL EUROPE (PP. 675-688). SPRINGER, CHAM.
• ARNOLD, S., CHADRABA, P. AND SPRINGER, R. EDS., 2018. MARKETING STRATEGIES FOR CENTRAL AND
EASTERN EUROPE. ROUTLEDGE.