Kickers Case Study: International Marketing Report Analysis

This report analyzes the international marketing strategies of Kickers, a well-known footwear and clothing brand. It begins by examining how local customs, culture, and language impact marketing communications and the importance of adapting strategies to different international markets. The report then assesses the role of technology in enhancing marketing efforts, particularly through electronic communication and its impact on reaching consumers. It further explores the implications of different sales strategies, emphasizing the need for a unique selling proposition and competitive advantage. The concept of "glocalization" is also analyzed, highlighting the adaptation of products and services to local market cultures. The report concludes by emphasizing the importance of strategic planning, coordination, and adaptation to meet consumer needs and demands in the global market.

International
Marketing- 02
TASK 3

Table of contents
• Introduction
 Evaluate the way may affect marketing communications.
 Assess the role of technology in international marketing communications.
 Assess the implications and requirements of different sales and marketing
communications strategies.
 Analyse the concept of “glocalization”.
• Conclusion
• References

INTRODUCTION
International marketing is one of most important application of
marketing principles that focus on needs and wants of people who
residing across the national boundary or border. It undertakes the
marketing activities in more than one nation. It basically focus on the
designing the marketing mix as per the needs of consumers as per
customization in national market. This report is based on the Kickers
which is an well known youth brand created in year 1970 in France
that specialise in producing the footwear and clothing.

Evaluate the way that may affect marketing
communications.
Local customs, culture and language are important factors that directly
affect on the marketing communication that are very much
important for an organisation while building strategies. While local
customs, culture and language should be distinctive from national to
international level they have to change in their communication
strategy. In that aspect organisation have to change in their strong
values that are ethical work practices while expanding in foreign
marketplace.

Assess the role of technology
Technology plays very important role to reach at large no. of consumer
base by communicating right kind of message to ultimate consumers.
Electronic revolution and improvement in technology helps to
managers on their consumers and helps in decision making and also
enhance their sales. One of the latest revolutions are emails and
internet that helps in communicating the important attributes of
products and services. In context of Kickers they with help of
marketing communication can be able to deliver right kind of value to
consumers.

Assess the implications and requirements of
different sales strategies.
Different kinds of marketing strategies helps to better understand the
requirements of manpower by bifurcate their needs and wants in
better manner so that loyalty should be created in market.
Distinctive marketing and selling strategy helps in building unique
selling proposition in marketplace that helps to remain always
competitive and give unique identity with sustainability.

Analyse the concept of
“glocalization”
Glocalization is one of most popular term that uses simultaneously the
particularization and universalization of a particular brand product
or service. It related with the product adaptation as per the foreign
market culture or locality. It is one of moderating factor of local
market that faces the pressure of global business environment. That
is very much popular from the year 2013 and it focus on beneath
glocalism, culture and local consumer base in the bigger business
world.

CONCLUSION
From the above report it has been summarised that international
marketing is very much important for an organisation to deliver right
kind of value to the potential consumers. Before operating at global
market organisation have to plan and coordinate each and every
attribute that helps in elimination of risk factor and contributes
towards organisational growth and enhancement in positive manner.
At time of expansion organisation have to build various kinds of
strategies that vary from nation to nation to build products and
services as per the consumers needs and demands.

References
 Bowie, D., Buttle, F., Brookes, M. and Mariussen, A., 2016.
Hospitality marketing. Routledge.
 Buhler, A. and Nufer, G., 2012. Relationship marketing in
sports. Routledge.
 Christopher, M., Payne, A. and Ballantyne, D., 2013.
Relationship marketing. Routledge.
 Desbordes, M., 2012. Marketing and Football. Routledge.

Thank You