Reflective Essay on International Marketing Concepts and Strategies

This essay presents a personal reflection on international marketing concepts, consumer behavior across cultures, and strategic considerations for global business expansion. The reflection encompasses learning from case studies, such as a Turkish company's market development strategy and Spotify's challenges in the music streaming industry. Key takeaways include the importance of adapting marketing mixes to local consumer needs, understanding the forces driving globalization, and recognizing the impact of cultural values on consumer behavior. The reflection also highlights the significance of political and economic environments in international marketing, emphasizing the need for companies to invest in sustainability and competitive advantages to succeed in the global marketplace. Desklib offers more resources for students to explore similar topics and enhance their understanding.

Reflection

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Personal reflection of weekly module and cast studies...............................................................1
CONCLUSION................................................................................................................................2
REFERENCES................................................................................................................................3

INTRODUCTION
Reflection is an activity to explore addition to examine perspective, experiences, actions and
attributes of self (Hettiarachchi, 2021). It assists in gaining insights as well as seeing the ways in
which working are performed in an event. Present reflection is based on my personal learning on
various case studies and lecture slides.
MAIN BODY
Personal reflection of weekly module and cast studies
In the case study of Turkish Company, I have explored that marketing mix plays significant
role in domestic businesses to expand internationally. Marketing mix is a framework entailing
various elements to promote a business (Crisp, 2018). A Turkish Family Business select market
development growth strategy. Within the strategy, it is observed by me that the entity saw
business to business opportunities outside domestic market. My learning in the case study affects
me positively as I have gained understanding about benefits and limitations of adaptation as well
as standardisation of marketing mix. The learning impacted my view about adaptation of
advertising material which suits to meet local consumer needs.
In the module of Consumer Behaviour Across Cultures, I have learned that globalisation is
integration of people, resources and nations of the world. It is almost unstoppable as well as
entails power to devise huge net gains for modern civilisation. Further, it is analysed by me that
there are certain forces behind globalisation. The flows on which success of globalisation
depends on capital flow, informational flow, technology flow, know-how flow and flow of
products or services. As per my learning, it is evaluated that a culture is classified as values,
purchase patterns, information, consumption behaviour and openness to new ideas.
In week 2, I have learnt about International Marketing Environment. In this, I have analysed
that there is multiplicity of political environment at global level. Types of government or
political systems includes parliamentary government, absolutist government, socialist
government and hence forth (Ni, 2019). A market is characterised by population, income,
consumption patterns, infrastructure and integration. While studying the module, I felt great as I
have improved my insights about culture, consumer behaviour and strategies at international
level.
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In the module of An Introduction to International Marketing, I have gain insights about
marketing that comprises focus towards needs and wants of customers, meeting organisational
objectives and identifying best methods to satisfy wants. Similarly, international marketing
includes firm establishing manufacturing or processing facilities around the world as well as
coordinating marketing strategies across the globe. There are various factors that are essential to
consider while planning to perform at international environment. These factors are social, legal,
cultural, economic, political and sustainability.
In the case study of Spotify- The online music streaming company is growing fast but is
suffering financial imbalance, I have analysed that key music streaming players are Amazon,
Rhapsody, iTunes, Playlist, Google and Jango. Spotify is commercial music streaming service
that differentiate itself from Pandora through encompassing social sharing into its products
(Botha, 2017). In this, I have observed that strategy of Spotify to create network efficacy
substantially adds value to products as there is growth in network size. I have learnt that
organisations in online music streaming industry needs to invest huge to attain sustainability and
competitive edge.
CONCLUSION
From the reflection, it is concluded that learning about international marketing, consumer
behaviour across cultures and international marketing strategy helps a business to strengthen its
presence at global level. There are ample number of opportunities available to a company to
perform practices and attain competitive edge in international business environment.
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REFERENCES
Books and Journals:
Hettiarachchi, M. T. P., 2021, July. A Reflection on Assessing Learning Outcomes. In 2021
Moratuwa Engineering Research Conference (MERCon) (pp. 734-740). IEEE.
Crisp, P., 2018. Coaching placements and incidental learning–how reflection and experiential
learning can help bridge the industry skills gap. Journal of Learning Development in
Higher Education, (13), pp.1-28.
Ni, C., 2019. Analysis and Reflection on Listening Course based on Constructive Alignment
Theory. Frontiers in Educational Research. 2(9).
Botha, C. S., 2017. Using metaphoric body-mapping to encourage reflection on the developing
identity of pre-service teachers. South African Journal of Education. 37(3).
(Hettiarachchi, 2021) (Crisp, 2018) (Ni, 2019) (Botha, 2017)
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