Strategic Analysis of Reckitt's International Marketing Strategies

This report provides a critical evaluation of Reckitt's international marketing strategies. It begins with an introduction to international marketing, defining its role in global expansion. The main body of the report focuses on Reckitt, a multinational consumer goods company, and analyzes its market focus, product selection, and service strategies. The report then examines strategic decision-making processes, including problem definition, information gathering, option development, and implementation. It emphasizes the importance of adapting marketing strategies to a global context and assessing market opportunities for sustainable success. The conclusion summarizes the key findings, highlighting the significance of international marketing for organizations aiming to take their goods and services to a global level. The report uses resources to support its findings and analysis.

Marketing

Contents
INTRODUCTION...........................................................................................................................................3
MAIN BODY.................................................................................................................................................3
Critical Evaluation of Market Focus, Product and Service........................................................................3
Decisions in Strategy Development.........................................................................................................3
CONCLUSION...............................................................................................................................................5
REFERENCES................................................................................................................................................6

INTRODUCTION
International Marketing refers to the use of different types of strategies and techniques
which can help a lot in order to ensure that the wide range of Marketing goals and objectives can
be attained which can help the organizations a lot to be able to ensure that they are able to take
their products and services to a global level. For this report, Reckitt has been chosen. It is a
British Multinational Company providing a wide variety of consumer goods in the market to the
different types of customers. In this report, there will be detailed focus on the way in which
international companies respond to this particular issue.
MAIN BODY
Critical Evaluation of Market Focus, Product and Service
Market Focus- According to Kim Cook, Market Focus refers to identification of
opportunities and then capitalizing on them. Therefore, it is quite important for the companies
aiming to take their products and services at a global level. Reckitt therefore is required to make
sure that it is able to identify a market for its goods and services so that it is able to enhance the
overall level of profitability in a proper manner.
Product- According to ProductPlan, A Product refers to something which a Business
sells which can solve a market problem or can help in addressing a consumer’s need or desire.
Therefore, for an organization like Reckitt it is quite important that the selection of the right
products which are required to be provided to the customers is made so that the company is able
to satisfy the wide range of needs and requirements of the customers quite properly.
Service- According to LiveCareer, Good Customer Service involves treating the
customers with a friendly attitude. Therefore, in this way it becomes quite important for the
organizations to make sure that the services which they are providing to the customers are quite
helpful for them to be able to meet their expectations so that they are able to have a trust on the
company. Therefore, for Reckitt it becomes highly crucial that it provides appropriate services to
the customers which can help in meeting out their needs and requirements and thus ensures that
the customers are satisfied thereby leading towards the attainment of the goals and objectives.
Thus, in this way it is quite important that the focus is put on all these three so that the
customers are able to get what they want and thus this contributes towards the enhancement of
the organization’s profitability level.
Decisions in Strategy Development
Strategic Decision Making is a process in which the different steps are taken in order to
take a strategic decision which is quite important for an organization. For Reckitt, it becomes
quite crucial to ensure that the use of Strategic Decision Making is made so that it is able to take

the appropriate decisions in a proper manner. For this, it is required that the Strategy
Development can be considered. There are different types of steps which are involved in it. The
steps which are involved in it are-
Defining the problem- It refers to the identification of the problem for the purpose of
ensuring that the assessment of the problem can be carried out in a proper manner. In the context
of Reckitt, it is quite important to consider it so that the problem which is persisting in the
organization can be assessed and thus an appropriate solution to the problem can be found out
which will be quite helpful in ensuring that the resolution to the problem can be provided quite
effectively and efficiently.
Gather information- It means identification of the useful information from a large pool
of information which can be used in a proper way to be able to ensure that the company is able to
make sure that it can attain the relevant goals and objectives in a right manner. For Reckitt, it is
quite important that the important information which is related with its goods and services so that
it can identify the market where relevant progress can be made in the future and thus the goals
and objectives can be attained.
Develop and Evaluate Options- It refers to the development and evaluation of the
different types of options which can be quite helpful in ensuring that the consideration can be
provided to these options which will thus help a lot in ensuring that the firm takes the right
strategic decisions related to the marketing of its products and services which will allow it to
make the relevant progress in the future quite effectively and efficiently in the right manner. In
the context of Reckitt, it is absolutely important that it is done so that the various types of options
to be considered for the future are identified and thus this will be quite helpful in ensuring that
the best option can be chosen which will be helpful for the company in making relevant progress
in the future in a proper manner.
Choosing the Best Action- It means the identification of the best action which can be
taken and thereby ensuring that it can be used in a proper way to be able to ensure that the goals
and objectives are attained in the future. Reckitt therefore is required to make sure that the best
action can be chosen which will help it a lot in ensuring that the attainment of the future
marketing goals and objectives is made in a right way effectively and efficiently.
Implementing and Monitoring the Decision- It refers to ensuring that the decision
which has been taken is closely assessed and if there are any problems and issues which are
associated with the decision they can be identified and therefore the appropriate corrective
actions can be taken so that the decision can help the organization a lot in the future. Therefore,
Reckitt is required to do all this which will help in ensuring that the marketing goals and
objectives are attained in a right way in the future.
Therefore, in this manner it can be said that for Reckitt it is important to consider making
the use of International Marketing in such a manner so that it is able to take its products and

services to a global level. Therefore, the management of the company needs to make sure that
the opportunities to take the products at a global level are identified quickly and are used so that
the company is able to internationalize its goods and services and is able to enhance its overall
profitability level quite properly. Thus, in this way it can be said that for implementing
International Marketing Strategies the organization is required to ensure that a full assessment of
the information which is related with marketing is made so that the information can be used quite
properly. Reckitt therefore has to assess the opportunities available in the International Market
and thus ensure that the use of an available opportunity can be made for the purpose of ensuring
an appropriate management of the resources so that the sustainable success is attained at a global
level. For this, it is essential that the use of International Marketing Strategies is made quite
appropriately by the firm.
CONCLUSION
From the above report, it can be concluded that International Marketing refers to the use
of methods and techniques through which the goods and services can be taken at a global level in
front of the customers. Therefore, it is quite important from the point of view of the
organizations that they are able to make sure that they can help in taking their goods and services
at a global level so that the customers are benefitted.

REFERENCES
Online
Market focus or product focus. 2013. [Online]. Available through:
<https://www.hartfordbusiness.com/article/market-focus-or-product-focus>
Product. 2021. [Online]. Available through: <https://www.productplan.com/glossary/what-is-a-
product/>
Interview Questions: Define Excellent Customer Service. 2021. [Online]. Available through:
<https://www.livecareer.com/resources/interviews/questions/define-excellent-customer-service>
Five Step Model to Making Strategic Decisions. 2020. [Online]. Available through:
<https://blog.corpedgroup.com/blog/five-steps-to-making-strategic-decisions>