Fairfield School of Business: International Marketing Report on BMW

This report delves into BMW's international marketing strategies, examining the key arguments in the global versus local marketing debate and how product, pricing, promotion, and distribution differ across various international contexts. It analyzes different international marketing approaches, compares home and international orientations, and evaluates BMW's market entry strategies. The report covers topics such as global strategies, multinational approaches, and transnational strategies. It provides a comprehensive overview of how BMW adapts its marketing mix to succeed in global markets, including an examination of its product offerings, pricing strategies, promotional activities, and distribution channels. The report concludes with recommendations for BMW to enhance its international marketing efforts, including suggestions for business expansion, product line diversification, and pricing adjustments to increase its customer base and market share in the global automotive industry.

International Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
TASK 3............................................................................................................................................9
P5. An overview of the key arguments in the global vs local debate.....................................9
P6. Investigation of product, pricing, promotional and distribution approach differs in a
variety of international contexts...........................................................................................11
TASK 4..........................................................................................................................................12
P7. Analysis of different international marketing approaches.............................................12
P8. Comparison between home and international orientation..............................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................14

INTRODUCTION
International marketing is described as the performance of business activities that are
designed by the management department of the company to plan, price, promote and direct the
flow of an organisation's products and services to customers in more than one country for a
profit. Global marketing is important for overseas opportunities to increase the market share and
customer base (Akgün, Keskin and Ayar, 2014). This assignment is related to BMW which was
founded in 1916 by Camillo Castogolioni, Franz Josef Popp and Karl Rapp. This firm
headquartered in Munich, Bavaria. It deal in auto-mobile sector and manufacture various
products such as cars, motorcycles and engines. This report will discussed about understanding
of marketing contribution to business strategies in a global context and evaluate the entry to a
selection of global market along with key success factor. Further will discussed about the
elements of marketing plan can be adapted or standardised across international market.
Understanding of organisation and evaluation of international marketing efforts such as
multinational, global, transnational and meta national will be described.
TASK 1
1

2

3

4

5

6

7

TASK 3
P5. An overview of the key arguments in the global vs local debate
8

Basis Global marketing Local marketing
Meaning It refers to the activities of
production, promotion,
distribution, advertisement and
selling products an services
across the geographical
boundaries of the nation.
It refers to marketing of the
goods and services within the
geographical boundaries of the
country (Richter and et. al.,
2016).
Payment mode In international market, the
organisations and customers
use online transactions like
Paytm, net banking as a mode
of payment.
In local market, cash payment
like hard cash and cheques are
used.
Risk factor In this market, there are high
risk related to hacking data and
information of the company.
There are less risk in
comparison to international
market.
Accessibility Before purchasing and buying
the products by the consumers
in international market, they
can not be touched and seen by
them.
In it, the goods an products can
be touched and seen by the
customer before purchasing
them.
Availability of services This market trade the goods
and services 24/7 hours,.
This market trade the goods
and products only during the
time of day.
Aims The goal of this market is
provide satisfaction by
providing better quality
product according to the
customers.
The major aim of this market
is to sell the products and
services (Samaha, Beck and
Palmatier, 2014).
9

Profit maximization This market has high chance to
earn profit because it operate
the business internationally
and various countries.
There are less chance because
it operate the business within a
nation (Skarmeas, Zeriti and
Baltas, 2016).
Market share International market has more
market share because the
business operate globally.
It has limited market share
because the organisation
operate their business within a
region.
Business operation In this market, the business
operation can be more than
one nation and region.
In this market, the business
operation is within one
country.
Research In global market, there are
deep research is required
beachside the business is
operate in various country so
the knowledge about the
country, its culture, taste and
preferences and others are
need to know.
In this market, there is no and
less research is required.
Expansion In this market, the expansion
of the business is more
because the products and
services are provided to the
different customers of several
nations in comparison to local
market.
There are low level of
expansion because the goods
an d services are provided with
in the country (Souchon and et.
al., 2016).
P6. Investigation of product, pricing, promotional and distribution approach differs in a variety
of international contexts
10