International Marketing Strategy Reflection Report - TORQ's Growth

This reflection report examines the critical role of the marketing mix elements in developing TORQ's image within the international market, emphasizing their importance for business growth. The report recommends a sustainability-focused marketing mix, including principles, price, place, partnership, product, people, physical evidence, promise, promotion, and process. It discusses each element, highlighting the significance of cost-based pricing, consumer value, and partnerships that deal with environmental, social, and economic welfare. The report stresses the need for sustainable consumption and innovative thinking to achieve international market success, concluding that embracing a sustainability-oriented market mix is crucial for TORQ's global expansion. The recommendations are based on the author's personal ideas and understanding of the marketing mix in an international context.

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Reflection Report
Name
Course
Instructor
Date

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Personal Ideas
In this reflection paper, I have considered the fact that elements of the marketing mix are
important factors in the development of TORQ’s image in the international market (BARBU,
2004). When properly utilized, the brand will gain strength and enhance the growth of the
business in the global platform. The elements are channels through which the business
organization will create value for partners, clients, and the society (Agatha, 2010).
Recommended Market Mix Elements
The elements of the marketing mix for sustainability that I would recommend Di Bella to adopt
include:
- Principles
- Price
- Place
- Partnership
- Product
- People
- Physical evidence
- Promise
- Promotion
- Process
The variables highlighted above will be discussed using an alternative approach in marketing
that is based on environmental, social, and economic welfare.

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a) Price
Of all the variables, this is one of the most important elements that Di Bella needs to consider. It
poses great influence on demand and thus, determines how the brand would be perceived by
competitors and consumers. There are several pricing strategies. However, the growth of TORQ
within the international market will require using the cost-based pricing approach due to its
simple nature (BARBU, 2004).
b) Place
Places are recognized as independent organizations or channels of marketing employed to ensure
that a product is made available to consumers. To ensure the global growth of TORQ, such
independent organizations need to produce consumer value. They should be free from social and
environmental harm. It is worth noting that activities involving the physical distribution of
TORQ are necessary for a marketplace (Cuozzo, et al., 2017).
c) Principles
Every organization has principles – also known as values. Such principles are responsible for
determining whether the image of a brand is sustainability-oriented. The same principles identify
an organization to its consumers by ensuring the image of the brand becomes a tie-breaker.
d) Partnership
For any business organization to ensure sustainable performance, it should form partnerships that
are effective with its audiences. Such effective partnerships are easily formed by having
promises, priorities, and principles that are sustainability-oriented. With the effective partnership,

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Di Bella’s TORQ will be able to develop a whole-systems approach that will deal with
inappropriate sociocultural and ecological externalities (DeVault, 2017).
e) Product
Di Bella’s TORQ has enabled the product to get recognition as the leading instant-coffee made
of a natural liquid and without any form of preservative in Australia. However, with Di Bella’s
idea to conceptualize in the international market, aspects of marketing for sustainability would be
vital. On the same note, in as much as a product is viewed in terms of created value, produced
harm should also be considered (Indicators, 2017).
f) People
Regarding partnerships against individual connections, external partnerships should be composed
of an organization’s network for value-delivery as well as individuals with expertise in achieving
global sustainability goals. Value-delivery network is composed of an organization’s channels,
suppliers, and customers. This element’s key aspect is the management of relationships
(Indicators, 2017).
g) Physical evidence
Physical evidence is perceived in terms of the environment in which the business organization is
located. Other aspects of physical evidence include third-party endorsements of which are
important to an organization.
h) Promise

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In as much as principles are tie-breakers that create preference over a rival brand, they form the
core of the brand’s promises. The promises made will thus, reflect the commitment of the
organization with regards to its mission statement (DeVault, 2017).
i) Promotion
Proper information and persuasion of the consumers to go for a brand is important. Such can be
achieved through proper marketing communication.
j) Process
Processes entail procedures, mechanisms of delivery, and flow of activities within an
organization. To achieve such, more decision areas – also known as consumer–brand touch-
points should be available. This way, the business organization stands a chance of allowing
deeper and broader conversations with the stakeholders and consumers. Such is to ensure the
achievement of sustainability efforts (Laihonen, Lönnqvist, and Metsälä, 2015).
Reasons for recommendation
The elements of market mix that I have recommended are purposed to reduce the hurdles for
achieving sustainability in the international market. I have also realized that sustainable
consumption is important for a business organization. Innovativeness is as a result of marketing
orientation and thus, broader thinking on what is required to achieve sustainability is
recommended for international growth. Sustainable consumption is important for a business
organization thus, encouraging such patterns of consumption to become mainstream is
recommended. By embracing decision-making around sustainability market mix is a way in
which sustainability marketing is achieved. As I mentioned before, the expansion of the

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traditional market mix allows a business organization to introduce variable that can be controlled
(Cuozzo, et al., 2017).

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Reference
Agatha. (2010, May 25) Adapting the Marketing Mix across Culture. Available at: http://hh.diva-
portal.org/smash/get/diva2:326017/FULLTEXT01.pdf [Accessed 14 March 2018]
BARBU, M. (2004) CULTURAL ADAPTATION OF PRODUCTS. Available at:
http://mnmk.ro/documents/2011/9_Barbu%20FFF.pdf [Accessed 14 March 2018]
Cuozzo, B., Dumay, J., Palmaccio, M., & Lombardi, R. (2017) Intellectual capital disclosure: A
structured literature review. [online] Journal of Intellectual Capital. Available at:
http://queens.ezproxy.cuny.edu:2048/login?url=http://search.proquest.com.queens.ezproxy.cuny.
edu:2048/docview/1857284551?accountid=13379 [Accessed 14 March 2018]
DeVault, G. (2017) Tame Your Focus Groups and Get Useful Insights. [online] The Balance.
Available at: https://www.thebalance.com/what-is-a-market-research-focus-group-2296907
[Accessed 14 March 2018]
Indicators, K. (2017) Key Performance Indicators (KPI) | Guide and Process Explained. [online]
Application Performance Management. Available at:
http://www.applicationperformancemanagement.org/performance-testing/key-performance-
indicators/ [Accessed 14 March 2018]
Laihonen, H., Lönnqvist, A., & Metsälä, J. (2015). Two knowledge perspectives to growth
management. [online] Vine. Available at:
http://queens.ezproxy.cuny.edu:2048/login?url=http://search.proquest.com.queens.ezproxy.cuny.
edu:2048/docview/1732776855?accountid=13379 [Accessed 14 March 2018]