International Marketing: Global vs. Local Strategies and Analysis

This report delves into the realm of international marketing, examining the core debate between global and local strategies. It begins with an introduction to international marketing, defining its scope and importance in the context of rapid technological advancements and globalization. The report then analyzes the current market performance of a selected organization (Arcadia Group), providing a comprehensive overview of its strengths, weaknesses, opportunities, and threats. Furthermore, it explores how the marketing mix (product, price, promotion, and distribution) is adapted and applied across various international contexts. Different international marketing approaches are discussed, comparing home and international orientations and emphasizing the significance of competitor analysis. The report culminates in a conclusion and recommendations for the company, offering strategic insights to enhance market presence and competitiveness in the global arena. Key concepts like traditional and modern marketing approaches are also explained with a focus on customer-centric strategies and the use of digital marketing tools.

INTERNATIONAL
MARKETING
TASK 2

TABLE OF CONTENT
 Introduction
 key arguments in the global versus local debate
 Current market performance of selected organisation
 Product, price, pricing and promotional distribution approach
differs in a variety of international contexts
 How the marketing mix is applied to a range of international
contexts
 various international marketing approaches
 Compare home and international orientation
 various marketing approaches and competitor analysis
 Conclusion and recommendation for the company
 Conclusion
 References

INTRODUCTION
 International marketing is defined as the practice of
conducting company's operations beyond country boundaries.
'Global marketing' is another phrase for it. Communications
and social boundaries are decreasing in this day of fast
technology advancement, resulting in an increase in the sector
of work, that results in higher in global marketing strategies.

KEY ARGUMENTS IN THE GLOBAL
VERSUS LOCAL DEBATE
 In order to fulfill its declared aim, a commercial company
does many duties. Every company's operations are carried out
in a specified manner. This understanding aids in the
improvement of business policies that aid in the achievement
of a specific aim and goal.
 Managers should examine an institution's domestic and global
influence since it allows them comprehends the marketplace.
The accompanying table depicts the differences between
domestic and global existence:

CONTINUE…
Global presence Local presence
Due to the various markets, the company has
significantly more resources to increase
earnings on a worldwide scale. Arcadia
Group may be able to expand its company's
operations in the international economy
through picking the finest different nation.
The quantity of prospects in local
marketplaces is still limited. Reduced
competitiveness, on the other hand, permits
a firm to generate more revenue, ensuring
the organization's ultimate existence in the
sector.
Due to a high number of customers and
shifting market dynamics, it is critical for a
business to provide innovations on a
continuing basis (Liu and et.al, 2018).
Businesses no longer identify trends in the
industry as a result of this. To draw
customers, the central concern continues on
creating and maintaining strong close
friendships with customers.

CURRENT MARKET PERFORMANCE OF
SELECTED ORGANISATION
 More attractive and imaginative stores that prime candidate
their clients, like as ASOS and the boohoo group, have made
their way into Arcadia's collection of brands in latest days.
Arcadia's UK apparel customer base has fallen 1.8 basis
points from 2015, to 2.7 percent in 2020, putting it at the
bottom of the top 10 UK clothing manufacturers, down from
fourth only five years ago.

PRODUCT, PRICE, PRICING AND PROMOTIONAL
DISTRIBUTION APPROACH DIFFERS IN A VARIETY
OF INTERNATIONAL CONTEXTS
 Product: This refers to the objects and stuff that an
organisation sells in relation to sales and profits. The
management in the organization should concentrate on goods
& services that can fulfill the needs of consumers in line with
business objectives by running a company at a world stage.
 Price: This refers to the pricing strategy that a company
should use to manage a business by affecting the number of
consumers.

HOW THE MARKETING MIX IS APPLIED TO A
RANGE OF INTERNATIONAL
CONTEXTS
 The implementation of marketing mix in the worldwide
marketplace aids a firm in developing an innovative strategy
to economic growth. The traditional marketing activities will
also assist the organisation in analyzing significant marketing
regulations and standards. In a crisis, the marketing mix will
assist the organisation in delivering best practices

VARIOUS INTERNATIONAL MARKETING
APPROACHES YOUR CLIENT ORGANISATION CAN
ADOPT
 Marketing strategy is described as a set of techniques for
affecting a large number of clients and growing a firm in a
competitive market. In the corporate world, there are also
several global marketing approaches that organizations may
employ to increase growth and generate their firm from a
national to a global arena.

CONTINUE…
 Traditional marketing approach: This may be characterized as
misconceptions and advertising strategy that a corporation use
in order to enlighten a large number of consumers and
improve sales. It is hard for businesses to reach customers
without advertising.

CONTINUE…
 Modern marketing approach: It is a marketing strategy used
by businesses to advertise their products. It's a customer-
centric strategy. It consists of a mix of internet and outdoor
advertising. Online marketing campaign (Facebook, LinkedIn,
Instagram, etc.), online marketing, online advertising, SEO
(search engine marketing), as well as many other strategies are
utilised in digital advertising.

COMPARE HOME AND INTERNATIONAL
ORIENTATION
 If a firm wishes to expand its economic operations from a national
to a global arena, it is critical to do research, as this informs
managers about economic fundamentals and allows people to make
well-informed judgments. It frequently directs executives using the
corporate purpose to suit the demands of their clientele.
 Arcadia Group needs to evolve its business in Australia, therefore
administration has chosen to employ worldwide strategy in order to
attract a bigger lot of persons and urge them to make online
purchases.