International Marketing Mix Analysis: CAFEPOD Coffee Strategies Report

This report provides a detailed analysis of international marketing strategies, focusing on the case of CAFEPOD coffee. It begins with an introduction to international marketing, discussing the differences between global and local marketing approaches and their key arguments. The report investigates how the product, pricing, promotional, and distribution strategies differ across international markets, evaluating the marketing mix in various contexts. It assesses when CAFEPOD should adopt local versus global approaches, considering the implications of each. Furthermore, the report analyzes various international marketing approaches, using examples from other organizations. It also compares home and international orientations and evaluates competitor assessment methods. The report concludes with recommendations for CAFEPOD to maximize opportunities in the international market, providing insights into cultural, legal, and societal considerations, customer preferences, and technology adoption for scaling production and achieving economies of scale. The report emphasizes the importance of adapting strategies to the specific needs of the target market for effective international expansion.

Table of Contents
TASK 2.................................................................................................................................................2
INTRODUCTION:..........................................................................................................................2
An overview of the chosen organisation in context of their current market and performance........2
Explain the difference between global and local marketing, using examples where appropriate
and an overview of the key arguments in the global v local debate................................................2
How does the product, pricing, promotional and distribution approach differ when using a
variety of international markets? Investigate, apply and critically evaluate the marketing mix in a
range of international context..........................................................................................................3
Evaluate the circumstances when your chosen organisation needs to continue with local approach
and when to switch to global approach. Also, discuss implications of both the approaches...........4
Explain,analyse and evaluate in detail the various international marketing approaches your
chosen organisation can adopt. Use examples from other organisations to further enhance your
answer..............................................................................................................................................5
Compare home and international orientation and ways to assess competitors, outlying the
implications of each approach.........................................................................................................5
Conclusions and recommendations for the company to maximise the opportunities in
international context........................................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

TASK 2
INTRODUCTION:
International marketing refers to the exchange to goods and services across various nationalities to
full fill the requirements of the customer. In the report below the different marketing strategy
adopted by businesses such as global, multinational and transnational which need to be kept in
mind when expanding internationally are discussed together different approaches related to product
pricing promotion and distribution strategy which is needed to get established in the market will be
analysed and suitable recommendations for CAFEPOD coffee will be made which will ensure that
the company performs exceptionally in the foreign market.
An overview of the chosen organisation in context of their current market and performance.
The CAFEPOD coffee came into existence in 2011 by the efforts of Brent Hadfield and
Peter Grainger the firm has a annual turnover of close to hundred thousand pounds their current
market involves selling online, through departmental stores in conjunction with speciality stores and
their targeted customers are aged between 18- 45.
Explain the difference between global and local marketing, using examples where appropriate
and an overview of the key arguments in the global v local debate.
Product Adaptation also known as specialization or Localized product or customized
production may assume many formations. Strategies of the market are customized or specialized
keeping in mind the specific needs of the customers in a particular nationality.
The adaptations of the product assume significance since different countries have special or
particular needs which may be better served if the product is adapted its considered to be the
response to the changing preferences of the consumer. The adaptation which are considered to be
compulsory in nature those without which the product can't be sold such as changing the cars
steering and controls to the right side if the cars is primarily sold in a market where the controls are
on the left side more example include changing the plugs of the widgets in accordance with the
market.(Ipek, 2020.)
In contrast the the standardisation of a particular product is known as globalisation which
connotes manufacturing a product in the hope that the product will not need any sort of
modification when sold across the world in different territories. The obstacles to standardising a
product are specific taste of the customers in different territories are not met and if the authorities in

a foreign country impose sanctions which entails no business could take place between the countries
or even when it does tariffs are imposed or some condition could be imposed which makes it
mandatory for the company to source some of the components.(Samiee, 2020)
How does the product, pricing, promotional and distribution approach differ when using a
variety of international markets? Investigate, apply and critically evaluate the
marketing mix in a range of international context.
The different strategies adopted for different countries in context of marketing the product
are impacted due to a variety of factors such as price, promotional methods and outlets and the
territory where the product is being marketed.
Planning related to product: this entails goods and services which are considered for sale
have to be strategically planned ,various levels are inculcated in the planning for the product of
CAFEPOD coffee which serves them to increase their revenue significantly compared to their
competitors. The include conceiving the idea as the level one in which the firm finds out what is
needed by the customers which they can't get in the market or have problems regarding the existing
product line then improving upon them by taking the customer needs and suggestions into account
after this at level two the idea short-listing is done through effective research which weeds out any
ideas for products which are considered unviable. After which at level three how to gain a
completive advantage and retain that advantage in the marketplace is pondered upon.(Ozturkcan,
2019)
Planning for the price point: differential pricing can be adopted by the respective
enterprise in order for them to launch their line of goods in the foreign market which shall aid them
in gaining huge amount of new customers and solidify their loyalty or customer retention is
achieved. Good quality of raw material are sourced by the CAFEPOD coffee at a relatively low
price point which shall help them in increasing the revenue by retaining large number of customers
who try their products.
Planning related to territory: sales of direct nature approach is used by the CAFEPOD
coffee through starting new outlets across the foreign market-base through which the company can
straight away sell and gather the customer base which shall also help them in taking suggestions for
the product and conducting research in conjunction the company also resorts to standardising the
product after receiving it from the suppliers and before making sales to customers.(Curiel, 2020.)

Planning related to promotion strategy: there could various ways in which the product could be
promoted or gotten in the knowledge of customers such as leaflets which contain coupons delivered
in a physical manner other than that targeted advertisements on social media platforms such as
Facebook and you tube or Instagram or twitter could be sent to customers who drink coffee in the
territory since these platforms have a wide reach moreover to gain traction in the market these
platforms could be used to signal the various benefits or discounts which could be provided to
customers since these advertisements are targeted at a specific audience it may reduce the cost of
customer acquisition.
Evaluate the circumstances when your chosen organisation needs to continue with local
approach and when to switch to global approach. Also, discuss implications of both the
approaches.
The quality based technique is used by the Cafe pod Coffee so as to ensure their every cup
taste the similar to other outlets and the consistency of the superior quality of coffee remains
unhindered. This approach ensures the customers that even when travelling can be assured towards
the quality of production. In conjunction the local approach is also used by the company to ensure
that they optimize their products to the local taste and different territory specific products are
utilized by the company to gain a foothold in the local market.
A global approach could be utilized if the research or the survey of the market
indicated that it would be conducive to increasing the revenue of the company while maintaining
their customer base, the most basic way of doing that would be to establish a line of
communication with their customers through social media in which context approach which is
global in nature is adopted by them for promotional activities. (McCalla, 2019)
 Adoption of approach which is localized aids the CAFEPOD company to gain traction in the
local market and helps solidify the loyalty of the customers in that region since their specific
preferences are being kept in mind. Which also helps them in creating goodwill among the
market. But as a downside of the localized approach a lot of capital needs to be infused in
conducting market research and orientating the strategy to local market-base.
 If a global approach is taken then al the market research capital could be infused into
creating a better product at lower prices however this may mean that specific needs of
customers at various territories are ignored this may help them in gaining new customers but
may also make existing base choose a brand which keeps their specific taste in mind.

Explain,analyse and evaluate in detail the various international marketing approaches your
chosen organisation can adopt. Use examples from other organisations to further
enhance your answer.
International approach:
the companies which those this strategy could not care less about adapting to the local market or to
their culture this approach is similar in all the localities in which the products are sold for example
when planes are sold to foreign countries then they are sold with the same configuration across all
the market their engine power and price don't need to get lowered.(Agarwal, and Wu, 2018)
Multi national scheme: in this approach the various local markets and how they respond to
the market is analysed rather individual needs of a region are catered to such as McDonald sells
beef patties in their burger but when it comes to India they can't do that since cows are considered
sacred over in that country Also amazon prime shows country specific shows to different countries
and produces specific content for a specific country and adjusts its algorithm in such a way that
their local content is visible.(Gbadamosi, 2019.)
Transnational scheme: in this approach a kind of amalgamation takes place between modifications
need for local market and for lowering the cost of the production
CAFEPOD should employ this technique to ensure that it gains traction in the market while not
compromising on its revenue growth.
Compare home and international orientation and ways to assess competitors, outlying the
implications of each approach.
The home approach connotes that there needs to be change in technique to market while the
international orientation keeps the particular needs of the particular region in mind.
If the foreign market is similar to the home market then the home orientation may prove to be
fruitful otherwise it shall prove to be unviable.(Powers, 2021.)
The competitors could be assessed through gaining their model of selling and what makes
them dominant is it the price or their distribution strategy etc.
CAFEPOD coffee would do well with a home approach since its competitors like Starbucks are
doing well with the same approach.

Conclusions and recommendations for the company to maximise the opportunities in
international context.
-Its been suggested to the CAFEPOD coffee that they must research upon the cultural and legal and
societal surroundings of the foreign market to be able to plan for ensuring their respective
compliance.
-There needs to a research conducted by the company to gather the specific preferences of the
customers of the foreign market.
-There needs to employment of technology which can scale up production and give benefits of
economies of scale.
CONCLUSION
In the preceding report different marketing strategies were discussed and their respective
shortcoming and advantages were evolved and appropriate strategy was provided for CAFEPOD
and what the company need to keep in mind for addressing their competitors and to gain an edge
over their competitor is required with regards to the approach to be adopted by the business and
finally suggestion was given about how the company could maximize its gains in the international
market was made.

REFERENCES
Books & Journals
Agarwal, J. and Wu, T., 2018. The changing nature of global marketing: a new perspective.
In Emerging Issues in Global Marketing (pp. 3-11). Springer, Cham.
Curiel, E., 2020. Considerations on Global Social Media Marketing. In Digital and Social Media
Marketing (pp. 229-237). Springer, Cham.
Gbadamosi, A., 2019. Contemporary issues in marketing: Principles and practice. Sage.
İpek, İ., 2020. The relevance of international marketing strategy to emerging-market exporting
firms: from a systematic review towards a conceptual framework. International Marketing
Review.
McCalla, A.F., 2019. Strategies in International Agricultural Marketing: Public vs. Private Sector.
In International Trade and Agriculture: Theory and Policy (pp. 209-238). Routledge.
Ozturkcan, S., 2019. PASHA Bank Turkey: An International Marketing Strategy for an Investment
and Corporate Bank. SAGE Publications: SAGE Business Cases Originals.
Powers, G., 2021. Synthetic Video Disclosure in International Marketing: The Roles of Source
Credibility And Social Cynicism.
Samiee, S., 2020. International marketing and the internet: a research overview and the path
forward. International Marketing Review.