International Marketing Report: Butter London's Global Strategy

This report provides an analysis of Butter London's international marketing strategies. It begins with an introduction to international marketing and an overview of the Butter London brand, a UK-based cosmetic company. The report then compares local and global marketing approaches, discussing situations where each is most appropriate. The marketing mix (product, price, place, and promotion) is examined in the context of Butter London. The report also considers the impact of local and global approaches, including the implications of the COVID-19 pandemic. Recommendations are provided to improve Butter London's competitive advantages, and the report concludes with a summary of key findings and a list of references. The report emphasizes the importance of market awareness for effective decision-making and achieving competitive benefits in the international market.

International Marketing

TABLE OF CONTENT
 Introduction
 Overview of Butter London
 Comparison between local and global marketing
 situations which entity needs to continue with local approach & when
to switch to global method.
 Marketing mix
 Recommendation
 Conclusion
 References

INTRODUCTION
International marketing is wider and broader concept which is needed to
be carried out in proper manner. It comprises of many factors on the basis
of which goals are accomplished. Butter London, a cosmetic brand
headquartered in United Kingdom. It is expanding its business at global
scale and has many competitors within a country. This presentation
consists of a brief overview about concept of international marketing and
its impacts on business.

Overview of Butter London
Butter London is a medium sized firm located in United Kingdom. The
organization deals in cosmetics and other skin care products. It is also
aiming at development of its business so that goals are accomplished. The
company also sell its products through its official website and other e
commerce platform like Amazon, e-Bay, etc. There are wide numbers of
competitors of Butter London such as Morphe, the Balm, Face Stockholm
and many more. Enterprise also stated that they uses natural ingredients
within their products which are of high quality. The current performance
of business is rising and at stable point as because of their services of the
products. Moreover, they hire skilled subordinates who are able to deliver
quality of services to public.

Comparison

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Both global as well as local marketing are beneficial for business but to
achieve higher competency and profits global marketing is mostly
preferred. Moreover, this has been stated that it is crucial for Butter
London to have relevant knowledge of market so that it is easy for them to
achieve their set objectives as well as goals in appropriate way.

Marketing mix
Marketing mix is to be defined as process of marketing which is used to
promote or advertiser a brand. This concept consists of several elements
which are given below-
Product
A product refers to item or a thing which is meant for sale. In business,
product is important which is needed to be focused. In relation of Butter
London, they have various types of cosmetics products like nails, skin
care, etc.
Price
A price refers to value of item or a thing which is used for sale. A price is
essential for business products. In context of Butter London, they uses
penetration pricing strategy which is beneficial for their development of
business.

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Place
A place is defined as location from where product is distributed. A place
is proof of a business existence. So, Butter London is distribute its
products via their official websites and social media platforms. Moreover,
customers need to be easily access products and services easily.
Promotion
Promotion is also crucial element of marketing mix in which it refers to
advertising and promoting of a brand to increase the goodwill of a brand. It
is crucial to promote a product so that brand goodwill increases for longer
period. In context of selected entity, they uses influence marketing, social
media as way of promotion methods.

situations which entity needs to continue with local approach &
when to switch to global method.
It is important to be aware about the market situations so that it is easy to
analyse whether to use local method or global methods. For example- in
case of chosen business, as they distribute products to wide number of
people. In this COVID 19 situation, it is seen that they have been adopting
local approach.
Global approach impact
In relation of selected firm, it is seen that they by adopting of global
approach method it will not be easy for Butter London to execute their
business activities because in this on going pandemic situation, accessing
to global method can affect their business operations at wider scale.

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Local approach impact
Local approach is to be viewed as appropriate form method as because in
this on going pandemic situation, it will be easy for chosen entity to focus
on their business expansion in a home country and then moving towards
global approach after market stabilization

Comparison between home and international orientation

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Home method impacts
The main impact of home approach is that with consideration of this
method, chosen firm is able to use their marketing techniques in well
effective manner. Also, with use of these methods it is easy to make
decisions in easy way.
International method impacts
International methods impacts on business as because accessing to them
require a deep level of knowledge as well as expertise in market. Main
effect of international method is that Butter London will be able to increase
their brand goodwill at higher scale. Further impact is that the chosen entity
can increase their efficiency level more wider approach.