International Marketing Report: Comparing Home and Global Orientations

This report provides a comparative analysis of home and international marketing orientations, highlighting the differences and implications of each approach. Home orientation focuses on domestic customer preferences, aiding in brand establishment within the local market. International orientation encompasses ethnocentric, polycentric, and geocentric strategies, each with its unique approach to global markets. The report recommends that L'Oreal maximize international market opportunities through exporting and licensing, emphasizing the importance of thorough market research to understand consumer needs and expectations. The conclusion underscores the breadth of international marketing, its reliance on international trade concepts, and its potential to increase revenue, expand the customer base, and enhance a company's reputation. Desklib provides access to similar reports and study resources for students.

International Marketing

Table of Content
 Introduction
 Compare home and international orientation
 Recommendations
 Conclusion
 Recommendations

Introduction
 International marketing means trading of products worldwide.
 It is an opportunity for the organizations for expanding their
business.
 International marketing helps the company in making market
strategies and execute them to achieve the desired objectives.
 Some activities undertaken by an organisation whose motive could
be to achieve profit, non – profit or charitable objectives are
referred to as businesses of the companies..

Compare home and international
orientation
 Home Orientation – Home orientation is a customer oriented approach that helps an
organisation to focus on designing the product according to the customer’s preferences
(Hewett and Et. Al., 2022). It helps the organisation to analyse the trends and the
effectiveness of a product when launched in the domestic territory.
 Implications – It helps the company establish itself well in its domestic territory
and create brand image.

Continue
 International Orientation – Attitude of company towards the
process of international marketing is termed as internal
marketing orientation (Woo, Kim and Childs, 2019). Some of
its types are discussed below:
 Ethnocentric – Ethnocentric orientation deals with the
products and strategies in the local market that are similar
with those in the international markets.
 Polycentric – Polycentric approach is adopted by
organisations when it organises its activities on a country
to country basis.
 Geocentric – In geocentric approach, the organisation
targets the consumers with similar tastes and preferences
all over the world.

Recommendations
 L'Oreal can maximise the opportunities in international
market by adopting some more strategies.
 Exporting and licensing can be the best routes for L'Oreal to
adopt. Further before launching any product in the
international market, L'Oreal should do research of the
conditions of the marketplace.
 Research will help the company to understand the needs
and expectations of the consumers in a better way.

Conclusion
 From the above report, it is concluded that international marketing is a wide
concept that covers the trading of goods and services all over the globe.
 International marketing have its own concepts of international trade and
comparative marketing.
 These concepts are the basis to enter in an international market. Increase
Revenue Potential, New Customer Base, Improve the Reputation of the
Company, etc., are some of the reasons the company has spread its business all
over the world.

References
 Hewett, K. and Et. Al., 2022. Cross-border marketing ecosystem orchestration: A
conceptualization of its determinants and boundary conditions. International Journal of
Research in Marketing. 39(2). pp.619-638.
 Woo, H., Kim, S. and Childs, M. L., 2019. Is this for our sake or their sake? Cross-
cultural effects of message focus in cause-related marketing. International Marketing
Review.