International Marketing Report: Butter London's Expansion Strategy

This report examines Butter London's international marketing strategy, focusing on its expansion into international markets, specifically India. The report begins with an overview of the company and a discussion of the key arguments in the global versus local marketing debate, highlighting the associated risks and benefits of each approach. It then investigates the differences in product, price, promotion, and distribution modes in an international context, emphasizing the importance of adapting marketing strategies to local market conditions. The report evaluates the circumstances under which Butter London might opt for global or local approaches, considering the implications of each. It also outlines various international marketing approaches that the company could adopt, comparing home and international orientations. The report concludes with recommendations for Butter London and a summary of the key findings, referencing relevant academic literature. The analysis underscores the need for effective marketing mix adaptation and a thorough understanding of local and global business operations for successful international expansion.

International Marketing – Part 2

Table of content
Overview of company
Overview of key arguments in global and local debate
Investigate how product, price, promotion and distribution modes differ in international context.
Evaluate the circumstances in which company opt global, local approaches, highlights implications.
Various international marketing approaches that company can opt.
 Compare home and international orientation
Recommendation
Conclusion
References

Overview of company
Butter London is a small, UK based organization and started
their business ranging from nail lacquer to cosmetic product
of lips, face and eye. They always seeks to manufacture non-
toxic with excellent quality product to deliver that in market
of London. They provides luxurious and premium product
for every type of skin and ton. This company elect to enlarge
its business at international level (India) for enhancement of
consumer base and sales of firm.

Overview of key arguments in global and local debate.
Global marketing Local marketing
Risk that are associated with the business is high due to changes of
social, cultural and economic environment
Where in this, risk is low due to consistent environment condition.
Advancement in technology and system are beneficial for global
business as it is not avail by domestic
Domestic do not pose high advanced technology.
Here, government rules and legislation are high and that can
influence function of company.
Government rules and legislation are low as compare to global.
Market size is very much large Herein, market size is small
In this all strategies are implemented through the border. For
instance Coco-cola, P&G, Mac, etc.
On the other hand in this all strategies are executed within the
country. For example, London Butter, Beauty Bay, Brakes group,
Good for homes etc.
Overview of key arguments in global and local debate.Overview of key arguments in global and local debate.

Investigate how product, price, promotion and distribution
modes differ in international context
All the four main components of marketing strategies are largely different from local market to international
markets:
Product: This is that item which satisfy the needs of consumers and that is varies from different country to
country as per needs, preferences and trends of consumer. Therefore, companies need to manufacture their
product accordingly.
Price: It refers to the values that an item holds and in case of this strategy it also changes from one country
to another due to change of currency exchanges rate, inflation & deflation rates, population, demand &
supply, income and spending pattern etc. Country which have high GDP growth, increased per capita income
means affordable and willing to pay more on product but less developed is not the same.

Continued…
Place: The term place refers to that area where product are being manufactured and
distributed with the help of so many outlets. This is another component of marketing
mix that is varies from nation to nation largely
Promotion: Promotion varies from one country to another country because of cultural
differences, modelling setups, attitudes, religion etc. are not the same in all country. In
religion orientated nation, advertisement with the help of child, woman and alcohol are
banned and considered as violent for the society whereas in liberal country it is not the
same.

Evaluate the circumstances in which company opt global, local approaches,
highlights implications.
The global marketing supports to claim that with the development of communication by
technological advancements, trading methods, transportation as it is vital and advantageous to go
global. This is mainly opt because of cost saving issues in marketing, production cost with
increased volume sales
Local Emphasis on different factors such as language, cultural, religious, nationality issues and
some other micro issues. They thinks foreign country business affects local country sovereignty.
In order to protect them host country they considered global marketing to be the best method of
saving nation.

Various international marketing approaches that company can opt.
There are mainly three types of international marketing approaches and in case of Butter London
they opt only one of them. Explanation of all are as follow:
Multinational matrix: In such type of approach, employees within company get direction,
command, and order from more than one single departments at a single time. For instance,
employees of production departments of respective company are also structured in sales
department.
Centralization: In this all decision making and authorities are divided within domestic offices
and the top level management along with other foreign business need to follow all orders that are
given by headquarter office.
Decentralization: In such type of process all rules and rights related with the decision making
are distributed among all nation offices based on some factors such as events, significance,
changes and results.

Compare home and international orientation
Home orientation is different from international orientation in term of home, company provides
different kinds of product at different country and on the other hand at international, company
offer similar product at all over the world. Global orientation is much easier and cheaper than
home orientation because it requires high maintains of particular features.

Continued….
Assessment of competition under home orientation: In such type of process about 5-10
competitors are selected and them comparison is carried out at domestic level.
Assessment of competition under global orientation: All the process are same as mentioned
above and the different is that they the competitors are selected at international level and then
determine their mission, vision, objective, pricing policies, promotional strategies etc. All these
will help them to designed standardized product by Butter London.

Recommendation
Butter London needs to structure its organisation in effective manner in nation with some strong
employees for gaining all competitive advantages related with the promotion.
Another recommendation for them is to organisation a common committee with employee of
hosted nation and home nation to achieve broad view of different market

Conclusion
From above discussed report it has been analysed that while tapping into international market,
hosted nation need to conduct marketing mix in effective manner as well as to understand the
difference of local and global business operation for gaining success at larger extent.