International Marketing: Strategies, Adaptation, and Market Analysis

This report delves into the core concepts of international marketing, focusing on the strategic adaptation required for success in global markets. It examines the importance of understanding consumer behavior across different cultural and economic landscapes. The report highlights how businesses must adjust their marketing strategies, including the marketing mix, to meet the specific needs of international markets. The analysis covers the spectrum of adaptation, from complete standardization to localization, emphasizing the factors that influence these decisions, such as product type, market environment, and consumer needs. The report also references key academic sources, providing a foundation for understanding the complexities of international marketing and the importance of strategic decision-making in a global context.

INTERNATIONAL
MARKETIING

International Marketing
Approach
 The international marketing is exchange of the goods and services all across
the national borders for meeting requirements of customer. It includes analysis
of customer overseas and then identifying the target market.
 The organizational adaptation concept in international marketing involvement is
multidimensional.
 This adaptation of the strategies of international marketing mix includes
changes in the commitment level of organization to the international activities
of marketing.
 The degree to adaptation of international marketing might be considered as
continuum that ranges from standardization of corporate strategies and
marketing mixes all through the world to the local strategies (Watson et al.
2018).

Continued..
 Adaptation is significant organizational response behavior to the international
environments of marketing and processes.
 Increasing communication among the nations and emerging similarities in the
certain globalized patterns of consumptions are resulting in the higher
standardization degrees by certain organizations.
 Standardization, especially of product, results into economies of the scale that is
associated with the longer production runs.
 The standardization benefits depends upon product and organization’s managerial
and logical expertise.
 Until and unless decisions of marketing are based on the in-depth knowledge of the
changing needs of market, the standardization results in loss of the sensitivity to
international market needs (Sun, Paswan and Tieslau 2016).

Continued..
 Adaptation of the marketing strategies is associated with product’s nature
and dissimilarity degree between international and domestic market
environments.
 The first important consideration is economic, sociological, political and
geographic factors that influences behavior of consumer.
 The second is that the needs that is to be satisfied by the product,
substitutes, patterns of usage and others will be determining need for the
adaptation.
 The differences in characteristics of the international environment of
marketing influences degrees and type of the adaptation undertaken (Wu
2016).

Reference
 Watson IV, G.F., Weaven, S., Perkins, H., Sardana, D. and Palmatier, R.W., 2018.
International market entry strategies: Relational, digital, and hybrid approaches. Journal of
International Marketing, 26(1), pp.30-60.
 Sun, Q., Paswan, A.K. and Tieslau, M., 2016. Country resources, country image, and
exports: country branding and international marketing implications. Journal of Global
Marketing, 29(4), pp.233-246.
 Wu, C.W., 2016. The international marketing strategy modeling of leisure farm. Journal of
Business Research, 69(4), pp.1345-1350.
 Yang, M., 2018. International entrepreneurial marketing strategies of MNCs: Bricolage as
practiced by marketing managers. International Business Review, 27(5), pp.1045-1056.
 Yang, X. and Wang, D., 2015. The exploration of social media marketing strategies of
destination marketing organizations in China. Journal of China Tourism Research, 11(2),
pp.166-185.