Evaluating Global and Local Approaches in International Marketing

This presentation explores the debate between global and local marketing strategies in the context of international business expansion. It highlights the opportunities and challenges presented by both local and global markets, emphasizing the importance of adapting the marketing mix (product, promotion) to meet the specific requirements of international markets. The presentation evaluates different international marketing approaches, including transaction cost, adaptation, and coordination strategies, using the marketing mix of Nisa as an example. It also discusses international marketing orientation, focusing on developing products that cater to both domestic and international demand, and various marketing approaches to reach and convert potential customers. The presentation concludes by referencing relevant academic sources, offering a comprehensive overview of the strategic considerations involved in global versus local marketing decisions. Desklib provides additional resources and solved assignments for students seeking further information.

International Marketing

GLOBAL V/S LOCAL DEBATE:
As the local and global market both offers the great
opportunity as for the company if they are starting
their business then the local market offers the great
opportunity.

 After successfully make the position in the local market now company have
the choice to go internationally to acquire the advantage and opportunity of
the global market.
 As the rise of the globalization firms are proceed to expand their business
globally in which they face the common challenges, as by considering the
factor to expand internationally they also has to account the local market
differences.
Marketing:

Marketing mix
 Product: product is the heart of every business organization; product means
goods and service provided by the company to the customer.
 When the business organization plan to expand in international market, the
first thing they concern with is the product.
 These product need to be perfect in every aspect to meet the requirement of
international market.

Promotion: the promotion of product is very important for
every business organization, promotion help business to
increase their sales.
When business try to expand in international market, the
promotion play an important role because this allow business
to promote their product in the market.
Continue…

Evaluation of global and local
approach The business organization who plan to trade in international market have
certain approach which allow them to be more effective in both local as
well as international market.
 Local market may be different from international market and have different
approach to deal in both the market.
 A business organization need to identify such as approaches to trade
internationally.

International marketing
approach: Global marketing approach or international marketing approaches mean a
business various methods to enter in the foreign market. There are certain
marketing approach a business organization can approach such as:
 Transaction cost approach:
 Adaptation approach:
 Coordination approach:

marketing mix of nisa
 The marketing mix allow business organization to understand the factors
which are necessary in the marketing strategies. The marketing mix adopted
by Nisa company:

International orientation
 international marketing orientation means the attitude of company in the
marketing process, in this business try to develop product that can fulfil the
demand of both home and international market. There are certain type of
marketing orientation such as:

marketing approaches
Marketing approach means a business organization
plan to reach overall customer and Turing them into
potential customer.

REFERENCES
 D’Souza, C. and et.al 2019. Environmental management systems: an
alternative marketing strategy for sustainability. Journal of Strategic
Marketing. 27(5). pp.417-434.
 Dmitrijevs, R., 2020. Research on Marketing Strategy of Huawei Mobile
Phone in European Market. Open Journal of Business and
Management. 8(03). p.1138.