British Telecom: International Marketing Mix and Approaches Report

This report delves into the realm of international marketing, examining the principles and strategies employed to expand a company's reach and cater to global markets. It begins with an introduction to international marketing and the context of British Telecom (BT), a major telecommunications provider. The report contrasts global and local marketing approaches, highlighting key arguments in the debate between them. It evaluates the circumstances and implications of these approaches, specifically in the context of BT. The core of the report investigates the marketing mix elements—product, pricing, promotion, and distribution—and determines how to adapt them for international markets. Furthermore, it explores various international marketing approaches, including multinational, transnational, and global strategies. The report also considers home versus international orientation, assessing competitors and providing conclusions and recommendations based on marketing mix and organizational structure, culminating in an evaluation of marketing approaches in an international context. The report emphasizes the importance of market research, adaptation, and strategic decision-making in achieving success in international markets.

INTERNATIONAL MARKETING

TABLE OF CONTENT
 Introduction
 Introduction to company and current market
 Difference between global and local marketing
 Key arguments in the local vs. global debate
 Evaluation of the circumstances which is adopted in highlighting the
implications
 Investigation of product, pricing, promotion and distribution approaches
 Determination of how to adapt the marketing mix in international markets
 International marketing approaches
 Home v/s international orientation with ways to assess competitors
 Conclusion and recommendations based on marketing mix and structure of
organisation
 Evaluation of marketing approaches in an international context
 CONCLUSION

INTRODUCTION
 International marketing is a process which is used in order to
apply the marketing principles at international level in order to
fulfil the needs and requirements of people in the world. It is
defined as the performance of business which is used in order to
design a plan, set price, promote and direct it in order to flow the
goods and services to consumers to earn huge profit.

INTRODUCTION TO COMPANY AND CURRENT MARKET
 British Telecom is situated in London, UK and currently operated in
approximately 180 countries and become the largest telecommunication
service provider of the fixed line, broadband and mobile services in the UK.
At present time, company is operating and providing its valuable services in
many countries including London where it is getting appraised and rewarded
by large number of people in order to provide large number of excellent
products and services to its respective customers. Also they provide online
app in order to provide guidance and support to their customers and become
the top communication provider in the world.

DIFFERENCE BETWEEN GLOBAL AND LOCAL
MARKETING
Basis Local Marketing Global Marketing
Service or product offering Here, the individuals provide specific tailored
products and services which is suited to the
customers.
At global level company provide exact
product or services which they offer to the
customers in various countries in which they
operate.
Budget In this marketing the budget gets segregated
in each of the subsidiary offices in which they
formulate its own budget.
Here, the budget adopt the global marketing
policy which is finalized and approved by the
corporate headquarters.
Promotional tactics Here, many tools and techniques include such
as newspapers, television commercials are
tailored in the market (Vellas, 2016).
At this marketing, the company tries to make
it on air such as TV or radio and it is mix of
all global events, passionate viewers and
many more.

CONTINUE…
Basis Local Marketing Global Marketing
Complexities This market is not complex as organisations
conduct local marketing who have proper
knowledge of culture, values, legal laws and
tradition of home country.
This market is challenging because it is
complex and required commitment owing to
various uncertainties which are associated
with laws and legal norms in order to operate
the global market.
Scale of operations In this market the promotion, production, sale
and distribution of products and services takes
place at local level.
Here, the operational activities of an
organisation takes place at global level
(Skarmeas, Zeriti and Baltas, 2016).
Example Little Italy Soho is the best example of local
marketing in which they make and use
various strategies such as social media and
online learning in order to get attention of
population.
British telecom is the excellent example of
global marketing who use social media
campaign in order to spread awareness among
their customers about the current technology
and service which they launch and provide to
their respective customers.

KEY ARGUMENTS IN THE LOCAL VS. GLOBAL
DEBATE
 Global marketing is the best example because it provide various
opportunities to an organisation in order to increase their customer
base by providing its useful products and services to their
respective customers who are situated in foreign market and
provide its quality products and offerings in order to retain them
for a longer period of time. Moreover, their excellent and
quantifiable infrastructure is beneficial for them in order to
increase the market share and quantity of profits.

EVALUATION OF THE
CIRCUMSTANCES
 Here, the global and international marketing is different in each
and ever case and also in order to provide its services which is
helpful in order to achieve success and growth. Both the level of
marketing is different from each other in terms of many factors
which are its operations, offering products and services, budget
and many more.

INVESTIGATION OF
APPROACHES
 Marketing refers to putting the right product at the correct place
and provide it at right time and price. The process of marketing is
sounds very easy but include lot of hard work in order to conduct
research which helps in analysing the needs and requirements of
their respective customers.

CONTINUE…
Basis Little Italy Soho British Telecom
Product They has a composed mix of food and
beverages and provide fresh and organic food
in order to satisfy their respective customers
needs and requirements. It covers the different
organisational output which is useful in order
to target its market.
Company is known for its high quality
products and services which is used in order
to acquire dominant the market and become
the leader. British Telecom has diversified
product line and offer various services such as
mobile telephone, communication, internet,
broadband and many more.
Price It specifies the price points and range of the
company and its products. The purpose of use
prices as a tool is used in order increase the
profit margins and sales volume (Rosson and
Ford, 2016). Currently company use
penetration pricing policy which is used in
order to develop the customer base.
It is one of the leading telecommunication
industry and have various competitors which
can take away its customers base through
their unique pricing strategy. Currently,
company use bundle pricing strategy which is
used in order to sell a package or set of goods
and services.

CONTINUE…
Promotion It is a strategy which is used by business in
order to communicate with their respective
customers. For instance company provide
information in order to persuade its
consumers to purchase their new products
and use public relations and word of
mouth to promote its offerings.
British Telecom understood the value of
promotion and advertisement in order to
survive in the industry. BT use the tactics
which are used by the Virgin media include
television, radio, billboards and internet.
As they do not have any shop where they
directly advertise their products.
Distribution This element of marketing mix represents the
venues and locations which is used in order to
offer their products and services which is
easily accessible to their respective
customers. Currently, Little Italy Soho
provide its services at manual basis which is
at its restaurant.
It include the location from where they
provide their products to customers. It is also
used in order to analyse the present and future
trends. They use direct mode of distribution in
order to sell their products include door to
door sales, sending post and many more.

DETERMINATION OF MARKETING
MIX
 Marketing mix is useful while expanding the business in the
international market as it conduct research and development of
market in order to analyse the trends and activities of market.
Marketing mix defines the various strategies which include
product, price, promotion and distribution which are different
according to the level of market.

INTERNATIONAL MARKETING
APPROACHES
 International marketing is an application of marketing principles
which is used by companies in one or more than one country. It the
trading of goods and services among various countries as it the
procedure of planning and executing the rates, promotion and
distribution of products and services (Hult, and et. al., 2018).
British Telecom has various options in order to adopt one of the
different international marketing approaches which are mentioned
below:

CONTINUE...
 Multinational: These are the companies who have various outlets in multiple countries in order to acquire
more customer base. Moreover, every outlet is operated at its own way and use its own tactics to survive.
For instance, McDonald's.
 Transnational: These are the organisations who have complex organisational structure, nature and operate
in the environment in order to sustain facilitates to conduct business in one or more than one country. They
does not specifically give consideration to any specific nation as their national home. For example, Nestle.
 Global: These are the organisations who possesses outlets in order to spread themselves in many countries
(Morgan, Feng and Whitler, 2018). They also follow a uniform organisational culture which consistent set
of processes which assist in facilitating the effectiveness and efficiency in the single global organisation.
For example, Starbucks, Apple.

HOME V/S INTERNATIONAL
ORIENTATION
 Home orientation: It refers to an approach in which company only notices the
similarities in the markets and make assumption that products and services are
going to be successful in the home country will also attain success in other
countries.
 International orientation: It refers to the approach which is based on the basic
assumption in order to check the similarities and differences among the
different market in order to spread or expand itself across the world (Sun,
Paswan and Tieslau, 2016). These can be understood in order to decide various
strategies which can work in the context of international market.

CONCLUSION AND
RECOMMENDATIONS
 From the preceding information, it is analysed that marketing mix
is different in terms of the local and international market. In terms
of British Telecom is done to make sure they can derive
successfully in its expanded countries. It is recommended to
company that they should use penetration pricing policy which is
helpful in order to build huge customer base and attract consumers
towards the company.

CONCLUSION
 From this PowerPoint presentation it is analysed that
international marketing is a tool or process which is used
in order to launch the offerings in the international and
global market which is used to increase the sales and
reputation of company.

THANK YOU