HND Business International Marketing: Marriott Case Study Analysis

This report provides an overview of international marketing approaches with a focus on Marriott International Inc. It explains ethnocentric, polycentric, and geocentric approaches, comparing home and international orientations and evaluating how these approaches can be used to access competitors. The report recommends that Marriott International Inc. consider various approaches to frame its marketing activities and gain a competitive advantage in the international market. The analysis concludes that organizations should cater effectively to both domestic and international markets by considering varied approaches to frame marketing activities and gain a competitive edge.

International Marketing
Task 4

Table of content
• Introduction
• Explanation of various international marketing approaches
• Comparing home and international orientation as well as ways to access competitors by
following each approach
• Evaluation of marketing approaches and recommendations to operate in international market
• Conclusion
• References

Introduction
• International marketing is a broader aspect
which encompasses application of varied
principles related to promotional activities
through a global network. For better
understanding of concept of international
marketing, Marriott International Inc. is taken
into consideration.

Explanation of various international
marketing approaches
• International marketing approaches are described as tactics
that are undertaken by marketers to promote their products or
services globally. Varied marketing approaches that Marriott
International Inc. can adopt to use international marketing
effectively in their operations are discussed below:
• Ethnocentric approach says that if an organisation wants to
expand their business overseas, strategists plan and perform
market research by sitting in their own country.

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• Polycentric approach states that organisations perform extensive research for
identifying uniqueness in domestic market of other countries in order to promote their
products or services.
• Geocentric approach states that organisations should target a large consumer base on
a global level who have similar tastes and perceptions.

Comparing home and international orientation as
well as ways to access competitors by following
each approach
Basis of difference Home orientation International orientation
Meaning Under this, organisations predict
that their products can attract
consumers in domestic market
without modifying their
marketing strategies.
Under this, organisations assume
that they have to introduce new
product range to consumers of
other country based on their
different perceptions.

Evaluation of marketing approaches and
recommendations to operate in international
market
• Ethnocentric approach is advantageous for Marriott
International Inc. as it helps in planning to enter in an
overseas market through existing strategies and products.
It is disadvantageous as it is based on market predictions
and is not reliable in its approach for organisations.

Conclusion
• From the above report, it has been concluded that organisations should cater their domestic
as well as international market effectively. Establishments should outlook varied approaches
such as polycentric, geocentric and ethnocentric in order to frame its marketing activities and
to gain competitive advantage in market.

References
• Cateora, P.R. and Et. Al., 2020. International marketing. McGraw-Hill Education.
• Donthu, N. and Et. Al., 2021. A bibliometric review of International Marketing Review
(IMR): past, present, and future. International Marketing Review.
• Nes, E. B., 2018. The Role of Country Images in International Marketing. Bridging
Disciplinary Perspectives of Country Image Reputation, Brand, and Identity.

Thank You