International Marketing Approaches: A Morrisons Case Study Report

This report provides an in-depth analysis of international marketing strategies, using Morrisons as a case study. It begins with an introduction to international marketing and its objectives, followed by a discussion on the global versus local marketing debate, highlighting key arguments and contrasting promotion tactics, and product offerings. The report then explores different approaches in the international context, including product and pricing strategies, and examines relevant contexts and circumstances in both global and local marketing. A significant portion of the report focuses on the marketing mix in international markets, emphasizing its importance in understanding consumer behavior and making informed decisions. Various international marketing approaches, such as direct and indirect exporting, are explained. Additionally, it covers home and international orientation strategies, including ethnocentric, polycentric, and geocentric approaches, and evaluates marketing approaches and competitor analysis in the context of Morrisons. The report concludes with recommendations for organizations expanding internationally and emphasizes the benefits of international marketing, such as enhanced competitive advantage and customer satisfaction. It references several academic sources to support its arguments.