Unit 40 International Marketing: Business Strategies Contribution

This report provides an overview of international marketing, examining the debate between global and local approaches and how the marketing mix can be adapted for international markets. It discusses product, pricing, promotion, and distribution strategies in various international contexts, with a focus on how organizations can adopt global or local approaches. The report also covers approaches to international marketing, including transaction cost, home and international orientation, and competitive analysis, specifically referencing ASDA's potential expansion into the African market. Recommendations are provided for ASDA to effectively expand its business, emphasizing the importance of appealing to local culture and conducting thorough market analysis. The report concludes by highlighting the essential aspects for business expansion in international markets.

International marketing

Table of Contents
INTRODUCTION
MAIN BODY
Overview of global and local scale
Product, pricing, promotional and distribution approach in variety of international markets
Organization should adopt a global or local approach
Marketing mix
Approaches to international marketing
CONCLUSION
REFERENCES

INTRODUCTION
 International marketing is application based on marketing principles by industries in
multiple countries.
 There are several possibilities for organization to make business activities in any
country across the world by the help of international marketing.
 This presentation will present the overview of arguments in global and local debate,
and investigate marketing mix can be adequate for conducting business in international
markets.

Overview of global and local scale
 In this modern era business operate on global scale and in order to perform effectively
and face some of general challenges.
 While operating the goal of operating on global basis the business may be account for
differences on other hand.
 Operating in foreign markets have been studies for decade to understand which broad
factor influence the choice among local and global marketing.

Product, pricing, promotional and
distribution approach in variety of
international markets
 When organization think to grow and expand their services in international markets
there may be some changes which its need to be faced.
 The changes which would differ in product will involve concerning to various factors
such as the culture differs at several places and the company should focus on their
backgrounds, behaviours and their wants.
 It will change in pricing as well as people at different places likely to get favourable
pricing. In such new places company needs to analyse various pricing strategy and
further implement their own scheming for pricing.
 The pricing on international scale is complex process which needs to be focus on
variable and fixed cost.

Organization should adopt a global or
local approach
 The global approaches provide various benefits for business to make business
expansion effectively as such it can favour by using international strategies.
 By utilizing those it will reflect to the company capabilities and skilled structure as well
as nature of industry in which business is being operated.
 With globally access the locations of end user is little significance and it may enable to
simply reach to many people.

Marketing mix
 Product
 for the product strategy ASDA should utilize various factors which relates to customer
segment as it is essential to drive the importance from customers to gain the
competitive edge. Business may develop the same by analysing to behaviour and
information about culture of people living in countries where business needs to expand.
 Place
 In expansion to different places it is all about distribution process of product or service
to audience. International basis more amount of parties will be involved by whom it is
essential for company to form better relations sol that they can favour the suitable
outcome rising their market share in new marketplace.

Approaches to international marketing
 There are numerous approaches which can be taken into account for studying global
marketing strategy.
 Transaction cost approach is the method which is aligned with process of studying
the growth of global marketing and choice is made with taking place in international
markets by viewing decisions and trade off between control and cost of international
market segments. Through this approach control enable company to cooperate actions,
revise strategies with the aim of getting higher return. This process also implies to
resources and exposure to risk in ambivalent environment.

Home and international orientation
approaches
 Basically, there are four type of orientations which can be utilized by organization such
as polycentric, ethnocentric, geocentric and regiocentric approaches.
 The ethnocentric and polycentric approaches are the part of home orientation and
regiocentric and geocentric approaches are the part of international orientation.

Marketing approaches and competitive
analysis
 The marketing approach is the unique method of identifying value of asset on the basis
of selling price of similar asset and get the favourable results to gain several
advantages.
 For conducting the approach to market it is essential for ASDA to target the place and
seek the possibilities to get the benefit result in such marketplace.

Competitive analysis
Company Tesco Aldi ASDA
Product Books, electronics,
financial service,
groceries etc.
Pantry essentials General merchandize
with non-food range
Price Cost leadership (low
pricing for their
product and services)
Competitive pricing Low cost agenda
(offering favourable
price to consumers)
Market strategy Greenfield strategy
(to enter into new
market without
taking help from
local business)
Generating consumer
loyalty
Formulating a good
customer base

Recommendations
 For recommending the strategies to ASDA to expand their business easily into target
markets.
 They must appeal to resident culture and show their sociability to local marketing
strategies as well as new products will accomplish high return on investment.
 The company must develop game plan as going to global markets require same kind of
market analysis and planning for success in domestic places.