International Marketing Analysis Report

This report provides a comprehensive analysis of Procter & Gamble's international marketing strategies, examining market trends, competitive positioning, and recommendations for enhancing its global presence. It discusses the company's product focus, customer segmentation, and the strategic challenges it faces in the international market.

International marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY SECTION 1..............................................................................................................1
Trends in the environment and market for the company............................................................1
Analyse the market structure, including the geographic spread of
products, customer segmentation, competitive positioning of key global
players........................................................................................................................................2
SECTION 2......................................................................................................................................4
Summary of product and market focus, including reasons for the
company’s domestic, regional and international success to date...............................................4
Analysis of current competitive advantage.................................................................................5
The strategic marketing challenges it is likely to face as it aims to improve
its international competitive position.........................................................................................6
SECTION 3 .....................................................................................................................................6
Recommendation.........................................................................................................................6
Implementation ..........................................................................................................................7
CONCLUSION ...............................................................................................................................7
REFERENCES...............................................................................................................................8

INTRODUCTION
International marketing refers to the exchange of products and services in multiple country, the
planning and executing rates, promotion techniques, and distribution of product and services in
worldwide business. This report also includes various trends in markets, and market structure of
the company, also the summery of product company focused on. Further, it also includes various
reason behind the success of company, current competitive advantages and various challenges
that company face in the industry. This report The Procter & Gamble company(P&G) (Calof,
and Viviers, 2020) is selected, company is multinational consumer goods corporation. The
headquarter of company is in Cincinnati, Ohio and it was founded in 1837 by William Procter,
and James Gamble. Organisation provide wide range of consumer health and personal care
products. Company also includes products of food and beverage. Company has been recorded
$18.1 billion sale in 2014 that has huge impact on its growth.
MAIN BODY SECTION 1
Trends in the environment and market for the company.
In the context of Procter & Gamble, company deals in consumer goods industry and there
various trends that can impact its business. It is essential for the company to analyse market
trends so that company can improve its business. Below are various market trends that can
influence business of Procter & Gamble.
 Price sensitivity: this refers to the various changes in customers buying behaviour
because of the impact of price of product and services. Price sensitivity reflect the
number of buyers customers that are conscious about the price. Changing price of
goods and services make an impact on the current product and services. In the context
of Procter & Gamble, (Chilosi, and Federico, 2019) company if operating in consumer
goods products and service industry and there are current market trend of price
sensitivity. There are many competitive brands in the industry that make their prices
according to the competitive environment and that could impact the business of
respective brand. Price sensitivity could be impact the business because the consumers
are more attracted towards the low price products. But the loyal customers base of the
company could be beneficial for its growth and deal with this market trend.
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 Shift to digital: This refers to the various digital trends in the market that have an
impact on the functioning of business. Market trend of digital media could impact the
business but it is also beneficial in the terms attracting more customers towards the
brand. In the terms of Procter & Gamble,(Dahms, 2019) digital shift of business in
consumer goods industry has an huge impact on the function of company. Company
can also adopt digital trends to attract more customers towards the brand and make its
business more effective. Digital shift of business could impact competitive brands in
the market and increase the profit shares of company. Thus, digital trends in market is
beneficial for the business of respective company, it could help them in better
management of products and services. Digital shifting also attract customers and
influence them to stay with the brand.
 Sustainability and health consciousness: It is one of most conman trend in business
in current scenario. Sustainable business provide more benefits to the society and the
customers. Healthy life style trend is also affecting the business and customers is
focused on the company that provide healthy products and services. In the context of
Procter & Gamble sustainable market trend can impact the business of respective
company also there are huge impact on the customers and their buying decision
making. But company is provide goods and services for the better health of consumers
and provide them effective product.
Thus, various market trends in consumer goods and service industry affect the business of
respective company, to deal with this market changes company can adept new marketing
strategies that could be beneficial for the growth and success of respective organisation.
Analyse the market structure, including the geographic spread of
products, customer segmentation, competitive positioning of key global
players.
Market structure of company:
Procter & Gamble make its business for global business units, global business services,
selling and market operations and corporate function. The company deals with global scale
business with the benefits of their customers and retail customers in the very country where the
business operates. The business portfolio of company around 10 category based on global
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business units. There business leaders have full authority of decision making about market
structure of business. In these category Procter & Gamble (Dahms, 2019) is leading in market
position, where product technologies deliver different performance that matter to the customers.
10 category product of Procter & Gamble is fabric care, baby care, family care, grooming, hair
care, home care, personal health care, and skin and health care. Company is following these
structure for the better growth and achievement of various objectives.
Geographic spread of products and services:
Procter & Gamble has wide range of consumer goods and services that have spared into
local, national and international areas of business. They have variety of product and services that
they offer to their customer globally. In global business units company offer 10 categories of
products and services such as fabric care, baby care, family care, grooming, hair care, home care,
personal health care, and skin and health care. In selling and market operations they offer go
market at local level, where they offer variety of products and services to their customer. In
global business services they support and operates system, operations, shared services that
company run in global level.
Customer segmentation:
Procter & Gamble make their marketing strategies according to the needs and wants of
customers and make their target group accordingly. Below are the areas that Procter & Gamble
choose for customers segmentation.
 Culture: Company is dealing in international businesses and there are different culture
and beliefs of people, it is most important factor that Procter & Gamble (Lin, 2019)
considered for the customer segmentation in international business. Firm use innovative
marketing strategy for different cultures of country for the better development and
growth.
 Economics: This factor of customers segmentation depends on the economic situation of
country and how it influence decision making of Procter & Gamble. Company analyse
different economical conditions of country and accordingly segment market and
customers.
 Politics: Different political conditions of country could influence decision making
process of company. Rules and regulation are different in various country and company
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target its potential customers accordingly. This help them in evaluation customer base in
the market and how they can analyse current market in various country.
Competitive position of the company:
In consumer goods and service industry company face high level of competition, and this
have an impact on the performance and profitability. But the market position of company is high
because of high level of consumers products and services. Company gain competitive advantages
in their business. Company deal with high level of competition with 70.95 billion (Pattnaik,
Singh, and Gaur, 2020) total revenues and gain high growth from innovative marketing
strategies. Company has high level of loyal customer base that increase its growth and
profitability in the market. The main competitor of company Ador Multiproducts Ltd, Bajaj
consumer care Ltd. Company has also moved in other country for the better growth and market
position.
SECTION 2
Summary of product and market focus, including reasons for the
company’s domestic, regional and international success to date.
Products and market focus of Procter & Gamble:
Company deals with verity of products and services that help them in better success and
achievement of goals and objectives. Procter & Gamble (Pratama, Darwanto, and Masyhuri,
2020) operates in consumer goods corporation and main focus on company on consumer health,
personal care and hygiene products. Company segment these products into fabric care, baby care,
family care, grooming, hair care, home care, personal health care, and skin and health care, and
product portfolio of company also includes food and beverages products and services. The main
product of company is personal care where they have verity of products and services that helps in
attracting new customers. Target market of company is moderate income group people.
Company target its market on the basis of choice and preferences of customers. Below are the
main reason behind the success of company on domestic, regional and international:
 Domestic success of company: After struggling in intestinal year of its establishment
company achieve high level of success in its domestic market. Company is US based and
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make growth in its domestic market by the various marketing strategics and loyal
customer base. Company provide verity of goods and services in its domestic market that
helps in better success and growth. Procter & Gamble have high market shares that
improve its market position and increase level of profitability in the market.
 Regional success of company: With the innovative products and services company gain
high level of profitability in regional market. From the early years of company where
they sell soap and candles and now (Rottig, and de Oliveira, 2019) company offer huge
range of products and services. Company spend nearly $2 billion on research and
development department that helps in better success in the market.
 International success of company: Company has diversity in strength that helps in its
growth in international market. Company operates with more than 10,000 staff in Asia
and with the 61 different nationalities their 7000 strong research and development team
that is huge benefit for its growth. Company always focused on protecting its innovation
in other country that helped them in achievement of goals and objectives.
Thus, with the various marketing strategy company leads in domestic, national and international
market. There are various reason that company grow in multinational market and increase its
growth.
Analysis of current competitive advantage.
Procter & Gamble focus on various areas that help in its success and growth in the
market. Company focus on strategies that attract more customers towards brand and increase the
level of profitability in the market. It also help them to gain competitive advantages in the
market.
Cost effectiveness strategy: company use this strategy to attract more customers towards the
brand. Cost effectiveness strategy refers to providing products and services at low or different
cost form the market and it help business to gain competitive advantages and increase the level
of profitability. Procter & Gamble (Schneider, and La Hoz Theuer, 2019)use this strategy for
better achievement of competitive advantages and growth in the market. They provide goods and
service at moderate cost and it help them in achievement of competitive advantages.
Differentiation strategy: Procter & Gamble use differentiation strategy in their technologies
and and services so that other competitor can not easily adept these services and technology. It
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help them in better achievement of goals and objectives in the market. This strategy of company
increase the level of productivity and also customers base of the Procter & Gamble.
Technological development: Procter & Gamble always use technology as an tool to gain
competitive advantages in the market. Technological development in its services helps in better
growth and increase the level of customer base. In this company increase its profitability and
revenues so that company can gain competitive advantages. Thus, technology development and
innovation help company to gain competitive advantages and gain high growth in the market.
The strategic marketing challenges it is likely to face as it aims to improve
its international competitive position.
Demand for ethical responsibility: In today's scenario in international market consumers are
become more conscious about ethics behind their purchasing decision making. In consumers
goods industry the product and services become ordinary and customers want more ethical
practices in terms of sustainability, transparency on ingredients and thoughtful social media. This
could have an impact on the businesses and their profitability in national and international
market. In the context of Procter & Gamble(Viswanathan, and Jha, 2019) company could also
face these challenges in the path of international success. To deal with these challenges company
can improve its ethical practices and make their business more sustainable so that they can gain
its advantages and increase its market shares.
Weak brand loyalty: Businesses are facing huge challenge in their organisation because of
decreasing level of customer's loyalty towards the brand. Customer can easily switch to another
brand and it could impact the profitability of Procter & Gamble(Zolberg, 2019). Company can
have impact on its business because of different choice and preference of customers. To deal
with this challenges company can improve its marketing strategics so that they can easily attract
new customers in their business. They can also improve technologies in their business so that it
improve productivity and quality of products. Thus, innovation in productivity can help company
to gain competitive advantages in international business and gain more probability.
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SECTION 3
Recommendation
From the above analysis it can be recommend to the respective company that they can use
various innovation and technology to gain sustainable competitive advantages in the market.
They can make various strategies that could help them in better performance at national and
international market of company. It is also recommend to the company to gain more customers
loyalty by increasing the level of ethical practices in the market. Ethical practices could help
them in sustainable growth and improvement in goods and services industry. For the future
growth company needs to gain more competitive advantages and it helps in better improvement
in multinational growth of the brand. Company can increase the level of innovation in production
process so that they can attract more customers and reduce the cost of production in the market.
Implementation
From the above recommendation company can follow various strategic decision making
in order to gain competitive advantages in the market. Company can improve its ethical practices
by increasing the level of sustainability in business so that they can attract more customers and
increase level of profitability in current and future business. There are various goals and
objectives of company that they can achieve by making its business in national and international
market. Company increase its international business by making more sustainable product and
services. Company can improve the uniqueness by improving rate of research and development
practices that help in better achievement of objectives and goals of the company.
CONCLUSION
From the above report it can be conclude that international market of business where the
company operates its business in national and international market. Company sell its products
and services in national and international market and it improve its profitability and growth in
the market. In this various current and future market trend that have an impact on its business.
The market position and structure of company based on its customers segmentation. Competitive
position of company in global market define its growth and profitability of the company.
Company focused on verity range of product and services, and also there are various reason by
which company gain domestic, regional, and in international market. There are current market
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competition that have an impact on the business of company. Also various strategic marketing
challenges that have an impact on the business of company.
REFERENCES
Books and Journals
Calof, J. and Viviers, W., 2020. Big data analytics and international market selection: An
exploratory study. Journal of Intelligence Studies in Business, 10(2).
Chilosi, D. and Federico, G., 2019. The effects of market integration during the first
globalization: a multi-market approach.
Dahms, S., 2019. The influence of competences and institutions on the international market
orientation in foreign-owned subsidiaries. European Journal of International
Management, 13(3), pp.354-380.
Dahms, S., 2019. The influence of competences and institutions on the international market
orientation in foreign-owned subsidiaries. European Journal of International
Management, 13(3), pp.354-380.
Lin, W.T., 2019. Market distance and insider-ownership strategies: a resource-dependence
perspective. Management Decision.
Pattnaik, C., Singh, D. and Gaur, A.S., 2020. Home country learning and international
expansion of emerging market multinationals. Journal of International Management,
p.100781.
Pratama, A.P., Darwanto, D.H. and Masyhuri, M., 2020. Indonesian Clove Competitiveness and
Competitor Countries in International Market. Economics Development Analysis
Journal, 9(1), pp.39-54.
Rottig, D. and de Oliveira, R.T., 2019. International expansion of Chinese emerging market
multinational corporations to developed markets: A qualitative analysis of post-acquisition
and integration strategies. In Chinese acquisitions in developed countries (pp. 37-53).
Springer, Cham.
Schneider, L. and La Hoz Theuer, S., 2019. Environmental integrity of international carbon
market mechanisms under the Paris Agreement. Climate Policy, 19(3), pp.386-400.
Viswanathan, S.K. and Jha, K.N., 2019. Factors influencing international market selection for
Indian construction firms. Journal of Management in Engineering, 35(5), p.05019006.
Zolberg, A.R., 2019. Bounded states in a global market: The uses of international labor
migrations. In Social theory for a changing society (pp. 301-335). Routledge.
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