Optimum Nutrition: International Strategy Report - Masters Level

This report examines the international strategy of Optimum Nutrition, a company within the Glanbia global nutrition group, focusing on its approach to globalisation and localisation. The report highlights how Optimum Nutrition balances its global objectives with localised efforts, using communication platforms like 'Proven' to connect with consumers worldwide. It discusses the company's use of market, government, cost, and competitive drivers to achieve its internationalisation goals. The report also mentions the use of digital technology and social media to promote its products and expand its international presence, including the use of its competitive advantage to achieve its international objectives. The report references Glanbia Plc's annual reports and the 'Proven' platform as sources of information to explain the strategy of the company.

International Strategy
Masters Level
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Table of Contents
Internationalisation efforts and international presence of Optimum Nutrition................................3
Localisation versus globalisation................................................................................................3
Vehicles used in internationalisation..........................................................................................3
References........................................................................................................................................4
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Internationalisation efforts and international presence of Optimum Nutrition
Localisation versus globalisation
Optimum Nutrition, Inc. (ON) has been a part of Glanbia global nutrition group and
focuses on helping athletes in having required nutrition. It started with being a North American
company and stretched to Globalisation post being acquired by Glanbia. Company maintains a
good balance between its global objectives and localised efforts. As part of its global efforts it
offers integrated and homogeneous nutritional products for global level athletes and also
launched communication platform, 'Proven' to to connect to its global consumers (Glanbia Plc -
Annual Report and Financial Statements 2019, 2020)
To retain localised feeling in its globalised objectives, company extends its performance
nutrition expertise, to broaden the appeal of its product portfolio, according to the heritage and
depth of its customer market. It associates with local causes like Breast Cancer Ireland to serve
dual purpose of CSR and establishing connect with potential local consumers.
Vehicles used in internationalisation
To drive its internationalisation objectives, company takes help of various drivers such as
market drivers, government driver, cost drivers and competitive drivers. Communication
technologies play an integral and dual role of both being a driver itself while being connecting
link of all other drivers. It makes use of digital technology and launches global platform like its
communication platform 'Proven' which helps it promote itself over social media, digital and
merchandising assets around multiple countries around world (Optimum Nutrition: PROVEN by
consumers, 2020). It further makes use of its competitive advantage and market leader position
to develop cost and market drivers to promote its international objectives and expand its
international presence to target potential customers while giving its existing customers a feel of
localisation at the same time.
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References
Online
Glanbia Plc - Annual Report and Financial Statements 2019. 2020. [Online]. Available
through:<https://www.glanbia.com/sites/glanbia/files/glanbia/investors/annual-report/
glanbia-annual-report-2019.pdf>
Optimum Nutrition: PROVEN by consumers. 2020. [Online]. Available
through:<https://www.glanbia.com/our-stories/optimum-nutrition-proven-consumers>
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