International Marketing Report: Global vs. Local Debate Analysis

This report delves into the realm of international marketing, examining the critical debate between global and local strategies. It explores how organizations can navigate the complexities of international markets by analyzing the product, pricing, promotion, and distribution aspects of the marketing mix. The report uses the example of H&M to illustrate how companies adapt their strategies to meet the diverse needs of consumers in different markets. The analysis includes a comparison of direct and indirect distribution networks and their impact on costs. Ultimately, the report emphasizes the importance of understanding consumer preferences and adapting business strategies to remain competitive in the global marketplace. The references provide additional resources for further study on international marketing and its related concepts.

International marketing

Table of contents
• Introduction
• Explain the arguments in the global vs local debate.
• Investigate how the product, pricing, promotion and distribution
approach differs in a variety of international context
• Conclusion
• References

Introduction
• International marketing defined as an performance of various
business activities formulated or designed to plan, promote, price
and direct the flow of organisational products and services into the
wider marketplace. scope of international marketing enhance due to
increase in global markets opening up for organisations.

Explain the arguments in the global vs local
debate.
• For an organisation it is very essential to compare the local and
global market by using various kinds of tools and techniques. It
helps in determining one of best marketing strategy that is differ
from local to international marketplace to gain defined objectives
and goals.
• Risk and resources
• Scale of operations
• Consumer behaviour
• Example

Investigate how the product, pricing,
promotion and distribution approach differs
in a variety of international context
• Marketing mix is very much important tool to develop the products
and services at wider marketplace as it helps in build product and
services as per choice and preferences of consumers
• The marketing mix is differing from marketing mix approach in
variety of international contexts that are as follows:
• Product
• Price
• Place
• Promotion

Cont...
• Product: In context of UK marketplace, H&M that deals in the at major
areas of world need to analyze needs of local people. Such as people of UK
is very much demanding and their purchasing patterns differ from other
people.
On other hand H&M that deals in major part of world have to access wants of
large no. of people and build difference in their products by considering their
demand.

Cont...
• Place/ distribution: H&M in UK marketplace by using direct
distribution network that not only cost effective but also consume less
time to supply products at large no. of consumers. They have wide
spread network that helps in reaching at large no. of consumers at local
level. On other hand in international marketplace they use indirect
communication tool in which wholesalers, distributors, retailers and
other parties helps to supply products to their wide consumer base.
Respective kind of distribution network takes cost as they all takes their
salaries and other expenditure also occurs.

Conclusion
• From the above PPT it has been summarized that for an organization
it is very much potential to optimize business opportunities from the
wider marketplace. To remain competitive it is obligatory to collect
necessary data and information such as consumers needs and
preferences and varied kind of approaches that differ from the
domestic to international marketplace so that organization remain
competitive in marketplace potentially.

References
• Torkkeli, L. And et.al., 2019. Institutional environment and network
competence in successful SME internationalisation. International
Marketing Review.
• Yang, Y., Liu, H. and Li, X., 2019. The world is flatter? Examining
the relationship between cultural distance and international tourist
flows. Journal of Travel Research. 58(2). pp.224-240.

Thank you