International Marketing Report: Ritz Hotel Case Study and Strategies

This report delves into the realm of international marketing, focusing on the global versus local debate and the application of marketing mix strategies. It begins by introducing the core concepts of international marketing and its significance. The report then examines the key arguments in the global versus local debate, exploring the standardization and adaptation approaches. A case study of the Ritz Hotel is used to investigate how product, pricing, promotion, and distribution strategies vary across international contexts, highlighting the importance of adapting to local markets while maintaining brand consistency. The report concludes with a summary of the key findings and a discussion of the implications for international marketing practices, drawing on the provided references to support the analysis. The report emphasizes the importance of understanding international markets and adapting marketing strategies to achieve success.

INTERNATIONAL
MARKETING

TABLE OF CONTENT
Introduction
Task 2
Conclusion
References

INTRODUCTION
 International marketing referred to the process of doing the marketing in the
international level and it is the most important way of marketing and awareness
about the product and service provided by the hotel and organization.
 The report will explain the business strategies in international context and it will
explain the elements of marketing plan.

Task 2
Present on overview of the key arguments in the global vs local debate
There are two approaches standardization and adoption that must adopt by company for
expanding it’s business at international level.
Standardisation is the procedure by which a organization makes it method in it’s production
process.
This approach supports company to keep uniqueness in the different market and also supports in
cutting costs by eliminating duplicate efforts.
It also supports organization to gain advantage of economies scale when purchasing supplies to
the customer.
According to Morgan, Feng and Whitler, (2018), standardization allows a company to expand it’s
business into different markets with it’s uniqueness.

CONT..
Investigate how the product, pricing promotion and distribution approach
differs in a variety of international contexts:
Product adoption
 Hospitality services and restaurant are the product of the Ritz Hotel. As it
already has adopted adoption approach to successfully establish it’s business at
UK market.
But company has awarded for it’s catering and banquet in different markets.
So, it will adoption approach to make it’s proposed product glocal level. In
other word, company will offer it’s product and services according to market
trend.
Pricing in international market
As same case with the pricing strategy such as company will use market
penetration pricing strategy that is followed by company for all international
markets.

CONT..
Distribution approach
Company adapts technology according to market trends so that it can have
lots of commercial benefits in it’s business.
It highlights that it follows adaption approach for distributing services to
the customer at different market.
Promotion strategies
Hardware i.e. computerised system, telecommunication, network and
software i.e. cloud computing, mobile, social media etc. are considered
promotional strategies that follows by Ritz Hotel to create awareness in
customers about it’s product segment in different markets across the world.
It denotes that company will follow adaption approach for promoting it’s
product segment in new market i.e. Ireland.
But the major drawback of the promotion strategies is that all Hotel
organizations also follows similar promotional strategies so there is no
uniqueness for the people if company advertise it’s product and services to
the new customers in the Ireland.

CONCLUSION
 key argument in the global vs local has been concluded in this presentation.
 Marketing mix strategy in variety of international contexts has evaluated with
the support of Ritz Hotel in this presentation.

REFERENCES
 Morgan, N.A., Feng, H. and Whitler, K.A., 2018. Marketing capabilities in
international marketing. Journal of International Marketing, 26(1), pp.61-95.
 TOMA, P.D.S.G. and GRĂDINARU, P.D.C., 2018. The Marketing Mix In A Luxury
Hotel Chain. Contemporary Economy Journal, 3(2), pp.84-90.
 Cateora, P.R., Meyer, R.B.M.F., Gilly, M.C. and Graham, J.L., 2020. International
marketing. McGraw-Hill Education.