Analyzing Global vs. Local Marketing Strategies Internationally

This essay discusses the debate between global and local marketing strategies for companies expanding internationally. It highlights the opportunities and challenges presented by both local and global markets, emphasizing the importance of understanding cultural differences and consumer behavior. The essay examines the marketing mix (product, price, promotion, and distribution) and how it needs to be adapted for international markets. It also evaluates different international marketing approaches, including transaction cost, adaptation, and coordination approaches, and briefly mentions the international orientation and marketing approaches of Nisa company. The essay concludes by referencing relevant academic sources.

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.
 It is beneficial for the company as they well known to their country’s
culture, also know about the buying behaviour of the customer.

 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 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.
 Price: price means the initial rate of the product which a company wish to
offer to the customer, price play a vital role. When business plan to expand
internationally, they might need to change their pricing policy because
international market might have variation which impact the business
working.

 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.
 Distribution: distribution or place means the supply of product to the
market, when a business manufacture goods, the distribution of product is
very important. Distribution may include right customer in the right market.

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. Where are certain circumstances in which a business
organization adopt global and local approach of marketing such as when
they plan to introduce new product in both national and international
market.

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. The marketing approach
include marketing mix which allow business to get competitive edge, it is
recommended for Nisa company to use marketing mix to get ahead of their
competitors

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.
 Frau, M., Moi, L. and Cabiddu, F., 2020. Outside-in, inside-out, and
blended marketing strategy approach: A longitudinal case study.