International Marketing: Strategies, Mix, Approaches and Growth

This report provides a detailed analysis of international marketing, covering its scope, strategies, and approaches. It delves into the global vs. local debate, emphasizing the importance of adapting the marketing mix to suit different countries due to variations in tradition, custom, and culture. The report explores various international marketing approaches, including understanding customer behavior, choosing appropriate pricing strategies, and selling products according to customer needs. It also discusses home and international orientation, highlighting the importance of organizational structure in maximizing opportunities in an international context. The report concludes with recommendations for better international growth, drawing reference from established works in the field of global marketing and digital transformation. This document is available on Desklib, a platform offering a wide array of study resources for students.

INTERNATIONAL
MARKETING

TABLE OF CONTENTS
• Introduction
• Global vs local debate
• Opting of global approach
• International marketing mix
• How marketing mix differs in international markets
• International marketing approaches
• Home and international orientation
• Marketing approaches
• Recommendations for better international growth
• Conclusion
• References

INTRODUCTION
International marketing is the use of marketing
rules by the business in one or more than one
country. It is possible for companies to
conduct business in almost any country around
the world, the advances in international
marketing has increased the Scope of
International Marketing and various other
global markets which are opening up for
business

GLOBAL VS LOCAL DEBATE
Internet have changed fundamentals of market in various aspects and businesses are facing
competition on the world stage near and far. There are various digital marketing tools which are
designed to promote business in international market. As these tools are easy to use and
companies can blast their message across the globe.

OPTING OF GLOBAL APPROACH
• It is highly depends on the nature of
business and it depends on various factors
to opt global or local approach. If company
is offering unique product and wants to take
globally then, by conducting marketing
research it can expand internationally

INTERNATIONAL MARKETING MIX
The marketing mix is varies from country to country and it is important to conduct market
research in order to assess needs and wants of customer so as to meet their expectation by
rendering quality product and services. Due to change in tradition, custom and culture, it
becomes difficult to opt single marketing mix in all countries.

.
HOW MARKETING MIX DIFFERS IN
INTERNATIONAL MARKETS
The term international marketing is referred as
the standard marketing mix and various
strategies and tactics that are opted I such a
way, so that they suits the country and other
business activities which are taking place in
their region as well.

INTERNATIONAL MARKETING
APPROACHES
The International marketing concept is increasing day by day and which is also getting a special
place in their business and the organisations so as to promote their business globally and get some
advantages and benefits from that. Following are the strategies which can be opted by the Greggs
PLC so as to enter the international market.
• Understanding the customer behaviour
• Choosing the appropriate pricing strategy
• Selling the products according to the needs and wants of the customers

HOME AND INTERNATIONAL
ORIENTATION
• Home orientation
The Home or Domestic Marketing refers to
the marketing activities engaged on a domestic
scale. The Marketing strategies were
interpreted to provide customers of a small
area, generally within the topical limits of a
country.

MARKETING APPROACHES
There are a lot of marketing approaches and competitor analysis related to an organisation such
as exporting, franchising , licensing, company ownership and outsourcing as well. The
recommendations on how the companies should operate in an international market can be stated
as, Making the direct investment in the foreign industry, By partnering with the various local
companies and by opting reverse internationalization.

RECOMMENDATIONS FOR BETTER
INTERNATIONAL GROWTH
Organizational structure is considered as an
important part because it orders the
organization to deliver value to a market. The
organisations should be structured in such a
ways that they can get the maximum
opportunities in an international context.
Following are some recommendations which
can be opted by various organisation.

CONCLUSION
The above presentation went into detail with various complex topics such as, international
marketing and its scope, along with that the international marketing mix is also discussed above.
The Greggs PLC is a UK based company which has been opted here and various strategies and
other international marketing tools are described in order to make it more clear and
understandable.

REFERENCES
• Agarwal, J. and Wu, T., 2018. The changing nature of global marketing: a new perspective. In
Emerging Issues in Global Marketing (pp. 3-11). Springer, Cham.
• Akter, S., Hossain, M.A., Lu, Q.S. and Shams, S.R., 2021. Big data-driven strategic
orientation in international marketing. International Marketing Review.
• Akter, S., Hossain, M.A., Lu, Q.S. and Shams, S.R., 2021. Big data-driven strategic
orientation in international marketing. International Marketing Review.
• Gobble, M.M., 2018. Digitalization, digitization, and innovation. Research-Technology
Management, 61(4), pp.56-59.