international marketing assignment

2.2 The International Marketing Plan

Learning object ives.

The objectives of this section is to help students …

• Understand the decision sequence in international marketing
• Understand how the Marketing Mix elements are integrated in the international marketing plan

The International marketing plan

It should be apparent by now that companies and organizations planning to compete effectively in world markets need a clear and well-focused international marketing plan that is based on a thorough understanding of the markets in which the company is introducing its products. The challenge, then, of international marketing is to ensure that any international strategy has the discipline of thorough research, and an understanding and accurate evaluation of what is required to achieve the competitive advantage. As such, the decision sequence in international marketing (see Exhibit 15) is much larger than that of domestic markets. As noted in the next “Integrated marketing”, it is also more complicated.

Figure 2.1 The decision sequence in international marketing

The corporate level

We begin at the corporate level, where firms decide whether to become involved in international markets and determine the resources they are willing to commit. Thus, this stage is primarily concerned with the analysis of international markets. Decisions here will be dependent on matching the results of that analysis with the company’s objectives. These objectives, in turn, will be determined by the many motivating factors we have discussed in the earlier sections. The level of resources that the company is willing to commit should be determined by the strategy that is needed to achieve the objectives that have been set.

The business level

Business-level considerations begin with the assessment of the stakeholders involved in the business. It is important to clearly identify the different stakeholder groups, understand their expectations, and evaluate their power, because the stakeholders provide the broad guidelines within which the firm operates. In the case of international marketing, it is particularly important to address the concerns of the stakeholders in the host company.

The situation analysis concerns a thorough examination of the factors that influence the businesses’ ability to successfully market a product or service. The results lead to a realistic set of objectives. Conducting a situation analysis in an international setting is a bit more extensive. It not only includes the normal assessment of external environmental factors and resources /capabilities ,  it also includes a determination of the level of commitment exhibited by the business, as well as possible methods of entry. These last two factors are interrelated in that a company’s level of commitment to international markets will directly influence whether they employ exporting, a joint venture, or some other method of entry.

In turn, level of commitment and method of entry are influenced by the evaluation of  environmental factors as well as resources and capabilities. The latter audits not only the weaknesses of the company, but also the strengths of the company, which are often taken for granted. This is particularly important in international markets; for example, customer brand loyalty may be much stronger in certain markets than others, and products may be at the end of their life in the domestic market but may be ideal for less sophisticated markets. It is important, too, to evaluate the capacity of the firm to be flexible, adaptable, and proactive, as these are the attributes necessary, for success in a highly competitive and rapidly changing world.

Undoubtedly, environmental factors have received the most attention from marketers considering international markets.

Integrated marketing

Going global takes coordination.

Importing technology and the evolution of a global economy has made global marketing a reality for many American companies. Larger corporations are not alone in their pursuit of business abroad: the US Department of Commerce reports that 60 per cent of American firms exporting products today have fewer than 100 employees. American businesses have plenty of reasons to market their products in other countries. According to consulting firm Deloitte and Touche, about 95 per cent of the world’s population and two-thirds of its total purchasing power are currently located outside the US.

Moreover, the decision to distribute products in other countries not only opens new markets, but can also greatly expand a company’s business. For example, if a US bicycle manufacturer focuses only on the US market, it loses the opportunity to increase revenues in countries where bicycles are a primary mode of transportation. Global marketing can also breathe life into a foundering product, and may even extend its lifespan. Additionally, a foreign product often can command a higher price simply because consumers around the world expect foreign items to cost more.

However, implementing a global strategy requires a great deal of coordination. For example, many companies that have successfully built a strong brand in the US have found that their domestic identity has little, if any, impact in markets where they are relatively unknown. An advertising campaign is one way to deal with this problem. Attaching your corporate identity to a known, respected entity in your target market is another. When FedEx, for example, wanted to increase its name recognition in Europe, the company teamed with clothing manufacturer Benetton, an established name there. FedEx sponsors one of Benetton’s formula racing cars in Europe.

Karen Rogers, manager of key customer marketing at FedEx, added that sponsoring events domestically or internationally also gives a company the opportunity to meet with prospective customers in a social setting and affords a series of spin-offs, such as promotions and product giveaways.

In distributing products globally, many American corporations team with large multinational companies that do not offer competitive products but have the resources and expertise to distribute and market those goods. This can be a cost-effective alternative to setting up operations outside the US.

Many small and mid-sized companies that are uncertain whether to open operations in another country investigate the possibility of using an export management company. These companies typically provide services that range from research to negotiating contracts with overseas distributors.(21)

The functional level

Having set the objectives for the company, both at the corporate level and the business level, the company can now develop a detailed program of functional activities to achieve the objectives. Following the integrated approach employed throughout this text, each of the functional elements (e.g. finance, human resources, research) must be considered jointly. The best international marketing strategy is doomed to failure if human resources can not find and train the appropriate employees, or research cannot modify the product so that it is acceptable to consumers in another country. Ultimately, this coordination between business functions is contingent on the market entry strategy employed as well as the degree of standardization or customization deemed.

Having integrated at the function level, we next consider integration of the marketing mix elements.

Product/promotion

Keegan (11) has highlighted the key aspect of marketing strategy as a combination of standardization or adaptation of product and promotion elements of the mix and offers five alternative and more specific approaches to product policy:

• One product, one message, worldwide. While a number of writers have argued that this will be the strategy adopted for many products in the future, in practice only a handful of products might claim to have achieved this already.
• Product extension, promotion adaptation. While the product stays the same this strategy allows for the adaptation of the promotional effort either to target new customer segments or to appeal to the particular tastes of individual countries.
• Product adaptation, promotion extension. This strategy is used if a promotional campaign has achieved international appeal, but the product needs to be adapted because of local needs.
• Dual adaptation. By adapting both products and promotion for each market, the firm is adopting a totally differentiated approach.
• Product invention. Firms, usually from advanced nations, that are supplying products to less well-developed countries adopt product invention.

Another critical element that is closely aligned with the product and promotion is the brand. Anthony O’Reilly, Chairman of H J Heinz, believes that the communications revolution and the convergence of cultures have now set the stage for truly global marketing. The age of the global brand is at hand. For example, Heinz was looking to expand its 9 Lives cat food brand and Morris the Cat logo into Moscow. Although it is a stable and successful brand in the US, testing and research done by Dimitri Epimov, a local marketing manager in Moscow, led Heinz executives to make a marketing change to ensure the product’s success in Russia. Namely, a fatter-looking Morris was created for packaging. Another discovery: while Americans tend to treat their kitties with tuna, Russian cat lovers prefer to serve beef-flavored food.

As discussed earlier, product positioning is a key success factor and reflects the customer’s perceptions of the product or service. However, in countries at different stages of economic development, the customer segments that are likely to be able to purchase the product and the occasions on which it is bought may be significantly different.

For example, while Kentucky Fried Chicken (KFC) and McDonald’s restaurants aim at everyday eating for the mass market in the developed countries, in less-developed countries they are perceived as places for special-occasion eating, and are beyond the reach of the poorest segments of the population. The product positioning, therefore, must vary in some dimensions. In confirming the positioning of a product or service in a specific market or region, it is therefore necessary to establish in the consumer perception exactly what the product stands for and how it differs from existing and potential competition by designing an identity that confirms the value of the product.

Student Example

In a recent job of mine, my role in my position was to show freshly picked US-grown Cherries to Export buyers from China. The same cherries were also domestically sold; however, the best quality cherries were exported as a premium product to buyers from China, because consumers in China viewed them as a delicacy. It was my job as a sales/marketing intern to show the best quality cherries to the export buyers and target the certain qualities they desired in order to acquire the premium prices they were ready to pay.

Chris Freisz

Class of 2020

Pricing products in foreign nations is complicated by exchange rate fluctuations, tariffs, governmental intervention, and shipping requirements. A common strategy involves a marketer setting a lower price for their products in foreign markets. This strategy is consistent with the low income levels of many foreign countries, and the lower price helps to build market share. Pricing strategies are also strongly influenced by the nature and intensity of the competition in the various markets.

For these reasons, it is important to recognize at the outset that the development and implementation of pricing strategies in international markets should follow the following stages:

1. Analyzing the factors that influence international pricing, such as the cost structures, the value of the product, the market structure, competitor pricing levels, and a variety of environmental constraints. 2. Confirming the impact the corporate strategies should have on pricing policy. 3. Evaluating the various strategic pricing options and selecting the most appropriate approach. 4. Implementing the strategy through the use of a variety of tactics and procedures to set price. 5. Managing prices and financing international transactions.

Perhaps the most critical factor to be considered when developing a pricing strategy in international markets, however, is how the customers and competitors will respond. Nagle (12) has suggested nine factors that influence the sensitivity of customers to prices, and all have implications for the international marketer. Price sensitivity reduces:

• The more distinctive the product is; • the greater the perceived quality; • the less aware consumers are of substitutes in the market; • if it is difficult to make comparisons; • if the price of a product represents a small proportion of total expenditure of the customer; • as the perceived benefit increases; • if the product is used in association with a product bought previously; • if costs are shared with other parties; • if the product cannot be stored.

Finally, there are several inherent problems associated with pricing in international markets. Often companies find it difficult to coordinate and control prices across their activities in order to enable them to achieve effective financial performance and their desired price positioning. Simply, how can prices be coordinated by the company across the various markets and still make the necessary profit? Difficulty answering this question has led to two serious problems.

Dumping (when a firm sells a product in a foreign country below its domestic price or below its actual costs) is often done to build a company’s share of the market by pricing at a competitive level. Another reason is that the products being sold may be surplus or cannot be sold domestically and are therefore already a burden to the company. When companies price their products very high in some countries but competitively in others, they engage in a gray market strategy.

A gray market , also called parallel importing , is a situation where products are sold through unauthorized channels of distribution. A gray market comes about when individuals buy products in a lower-priced country from a manufacturer’s authorized retailer, ship them to higher-priced countries,and then sell them below the manufacturer’s suggested price through unauthorized retailers.

Considerable problems arise in foreign transactions because of the need to buy and sell products in different currencies. Questions to consider are: What currency should a company price its products? How should a company deal with fluctuating exchange rates?

Finally, obtaining payment promptly and in a suitable currency from less developed countries can cause expense and additional difficulties. How should a company deal with selling to countries where there is a risk of nonpayment? How should a company approach selling to countries that have a shortage of hard currency?

An example of international pricing I could use would be for a sporting event. If I were to go to Europe for a Futbol match, the tickets prices would be more expensive because of the size of the target audience, than if I were to attend an MLS soccer game in the US. In the USA, you can find that tickets are a lot cheaper because soccer is not the major sport in the United States.

Colin Jacobs

Distribution and logistics

Distribution channels are the means by which goods are distributed from the manufacturer to the end-user. Logistics , or physical distribution management, is concerned with the planning, implementing, and control of physical flows of materials and final goods from points of origin to points of use to meet customer needs at a profit.

Essentially there are three channel links between the seller and buyer. The first link is the seller’s headquarters organization, which is responsible for supervising the channel, and acts as part of the channel itself. Channels between countries represent the second link. They are responsible for getting products to overseas markets and payment in return. Finally, the third link is the channel structure (logistics) within countries, which distributes the products from their point of entry to the final consumer.

Distribution strategies within overseas markets are affected by various uncontrollable factors. First, wholesaling and retailing structure differs widely from one nation to the next. So, too, does the quality of service provided. Differences in the size and nature of retailers are even more pronounced. Retailers more closely reflect the economic conditions and culture of that country; many small retailers dominate most of these countries. Physical distribution to overseas markets often requires special marketing planning. Many countries have inadequate docking facilities, limited highways, various railroad track gauges, too few vehicles, and too few warehouses. Managing product inventories requires consideration of the availability of suitable warehousing, as well as the costs of shipping in small quantities.

•  The international marketing plan includes concern for: a. corporate level considerations-determining the resources to be allocated b. business level considerations, including: i. assessment of stakeholders ii. the situation analysis c. functional level considerations that delineate the various activities that will achieve objectives

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International Marketing Topics & Essay Examples

In today’s interconnected world, globalization is a priority for every large corporation. Thus, international marketing has become essential as it allows a business to grow across borders. Franchising, licensing, joint ventures, as well as export and foreign investment are all examples of what falls under this umbrella term. Creating better opportunities for companies despite cultural and societal differences is the goal. If you have to write an international marketing essay, the best place to start would be the definitions. Our team has explored them here.

Sometimes, the concepts of global marketing and international marketing are used interchangeably. However, there are some crucial differences between the terms:

Global marketing refers to the whole world as the designated marketplace. The products remain identical globally, with no differences from country to country. For example, global marketing would be utilized by technological companies, such as Samsung. Their products are identical everywhere in the world.

Meanwhile, restaurant chains in particular often rely on international marketing since it is country-specific. The target of such a campaign would be a specific country or even region. For example, Starbucks has menu items restricted to one country to better cater to local markets.

Below, we have listed tips that will guide you in writing your academic paper. You can also find international marketing topic ideas for your paper. Finally, don’t forget to check out free sample essays at the bottom of the page.

Global Marketing Essay: How to Write?

To make sure that your international marketing paper is the best it could be, check the tips in this section.

To compose a great essay, try following the steps below:

• Take time choosing the right topic for you. Your writing process will become significantly easier if you find an idea that is interesting to you personally. With international marketing, try going for something current and relevant. Staying up to date with new marketing strategies will be beneficial in the long run.
• Study your guidelines carefully. Once you have settled on a topic, take the time to go over it. Double-check what is required of you before you begin writing. Ensure that you are following all the assignment guidelines precisely.
• Write down the thesis statement before anything else. Your thesis is the main point you are trying to make. Formulate what you are trying to discuss before you start your research. This will narrow down your focus and will allow you to concentrate on what’s crucial. Besides, our thesis generator can do this for you!
• Add a hook to your introduction and fill it with context. The more you establish from the start, the less context you will need to provide later. Introduce the key details that your audience must know before reading the rest. Catch their attention with a hook. It can be related to ongoing events or surprise your audience.
• Examine the topic in three paragraphs. A narrow idea can be good. Yet, you still have to write at least three body paragraphs on it. This is the bare minimum standard for opening up an idea in-depth. Remember to stay on track and write only relevant information.
• Restate your thesis in your conclusion . Another crucial element of any essay is its conclusion. It should reflect what you have stated in your thesis and add something to it. Plus, it should provide a summary of your findings. Don’t introduce any new information in this part of your paper.
• Double-check and revise your reference list. When you are done writing, make sure your international marketing research is cited accordingly. Ideally, you should note down your references as you go along. Proofread and edit the rest of the paper as well.

15 International Marketing Topics: Best Ideas

When writing any academic work, the selection of a topic is the first step. You can try using our random topic generator – it will give you a completely new idea automatically. Or you can look at our list of 15 international marketing topics for research papers or essays.

• Social and cultural influences that businesses must consider before entering the Indian market.
• An analysis of the international niche marketing strategies for medium and small enterprises.
• Oreo – a case study of challenges and failures in the Chinese market.
• An examination of research strategies and design for international marketing in global corporations.
• The role of social media marketing management in today’s world.
• The benefits and drawbacks of standardization in fast food marketing strategies.
• How to predict customer behavior in a foreign market?
• What is the role of international relations in world trading patterns and barriers?
• How McDonald’s utilizes marketing mix in its entry to new markets.
• Ways of determining the price for international market economies.
• The rules of law and ethics: their impact on the development of international marketing in the last two decades.
• What are the benefits of global marketing for smaller businesses?
• Reasons behind the development of the Free Trade Area of the Americas.
• An analysis of Apple’s product adaptation strategy.
• Henry Ford’s strategies – a study of the genius marketing manager.

We hope that you found this article useful. Below, you will find international marketing essay examples that you can browse through. Thank you for reading!

197 International Marketing Essay Examples

Dyson company’s marketing strategy.

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A Competitive Analysis of Primark Investments

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The marketing strategies of Sony and Samsung

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Starbucks in the UAE – Distribution Strategy

Luxury market in nigeria and international brands.

• Words: 21708

United Parcel Service in India

• Words: 1679

Nestlé Enters China. Global Business Development

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Boost Juice Company’s International Marketing

• Words: 1115

Green marketing

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Home Depot Failure and IKEA Success in China

• Words: 1175

International Market Entry Strategies

• Words: 5410

Entering the Indian Market: The Risks That Tesla Faces

• Words: 3302

Coca Cola Company Marketing

• Words: 2769

Subway Marketing Strategy

• Words: 2876

Tesla’s Quality Control for Expansion to China

F&n’s sales and marketing expansion: pestle, starbuck’s strategic plan, international marketing research.

• Words: 2136

Huawei’s Pricing Strategies in Global Marketing

Aldi süd company: tactical international marketing plan.

• Words: 4362

Trinidad and Tobago for International Business

• Words: 2238

AMD Company: Strategy and SWOT Analysis

• Words: 1492

South Korea Marketing Audit Analysis

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International Marketing Decisions: Culture Significance

• Words: 1553

A New Marketing Approach for Nollywood: Developing

• Words: 2888

Starbucks Company Entering New Iceland Market

Toyota motor manufacturing uk entering the uae.

• Words: 3609

Market Entry Into a Country With a Large Power Distance Index

International company project: uber south africa.

• Words: 9152

Acquisition of ACME: Challenges the Company Faced

Tsingtao brewery: international marketing plan.

• Words: 2820

Use of Diversification by Samsung in the Penetration of the Saudi Arabian Market

• Words: 4121

Analyzing the Global Marketing Environment

• Words: 3909

Vodafone Company’s Expansion into Brazil and India

• Words: 2325

International Marketing: Strategies and Issues

• Words: 1172

Unilever PLC International Finance Project

• Words: 1947

International Dairy Queens Stores: Approach to the Markets

• Words: 1427

An Analysis of Marketing Strategies of Local vs. International Brands in the Fast Food Sector

• Words: 4115

Leveraging Culture for China’s Smartphone Sales in the UK

• Words: 7471

Global Success in Athletic Footwear Industry

Setting business in bangladesh, international marketing of premium jewelry, business expansion to the united states vs. turkey, emerging markets: opportunities and development, archer-daniels-midland company: entering argentina’s market.

• Words: 1519

The Online Market in China: Entering Plan

Emerging markets for international businesses, licensing and franchising in business management, cultural adaptations in international business, sprecher automation’s market opportunities in the uae.

• Words: 2638

Walmart in Sweden: PESTLE (Strategic) Analysis

The starbucks firm’s expansion problems in china, the harvey norman firm’s international expansion.

• Words: 1777

The FCB Joburg and Toyota South Africa Marketing

The dog deluxe brand conquering the uae pet industry, nissan motors entering the international market.

• Words: 1215

The Danone Firm’s Return to the Chinese Market

How danone can reenter the chinese market, acme electronics’ expansion in china, canada, and mexico, the european union and the us: business expansion options, market skimming and penetration pricing, patchi premium chocolate: exporting to china.

• Words: 2117

International Marketing: Stock Market Volatility

Internationalization of smes: case study of al-jaber engineering in qatar.

• Words: 2577

Internationalization Process of Firms From Developing Country

• Words: 2285

The Coca-Cola Company’s and Nestle’s Global Marketing and Human Resource Strategies

Digital marketing capabilities in international firms, chile’s market analysis for a us company.

• Words: 4120

McDonald’s in the International Fast Food Market

Internet and globalization effects on marketing, perigord bakery’s global marketing environment, european business environment scanning, trade show as expansion tool in biotechnology industry.

• Words: 1505

National Food Product Company: Colombia and Costa Rica Markets

• Words: 3410

Taking Tsingtao Beer to Thailand

International marketing: corporate philanthropy.

• Words: 1416

Comprehensive International Marketing Plan

• Words: 2781

Evaluation of the UAE’s History, Cultural Taboos on Business

• Words: 2289

Russian Machinery Industry and Market Entry Strategy

• Words: 2540

Peugeot: Global Value Chains in Turbulent Times

• Words: 3020

Watson Pharmaceuticals’ Environmental Factors in Global and Domestic Marketing

Strategic marketing plan for globalization move.

• Words: 1641

Cultural Integration of Joint Ventures Factors

• Words: 8193

Foreign Market Entry for India

• Words: 3095

Global Marketing Plan for the Organization

“international marketing” by cateora and graham, mainland china’s multinationals in international markets.

• Words: 2478

International Capital Markets, Asset Pricing and Financing the Firm

Origin country effect on consumer perception of products and brands, mergers: merger process issues, coal india limited and store norske.

• Words: 2187

ACME International Expansion Program

• Words: 1348

Multinational Corporations Aiming to Operate in China

China and india in emerging healthcare markets.

• Words: 1222

Maintaining the Partnership

The role of nultinational corporations in the global economy.

• Words: 1395

International Business and Marketing Trends

Panera bread store and bangkok infrastructure, panera bread opens a store in bangkok, thailand, a cross-country investigation of consumer animosity, how mncs uncertainty shapes mncs strategy.

• Words: 2481

Similarities and Differences Found in Each Country’s Cultural

International business. tendering for export contracts, integrating product from a global and social standpoint, country-of-origin effects on product evaluation, load washers and dryers business in the czech republic, trading situation of american and belgian traders, managing risk in us international business in ghana, managing hospitality in the international context.

• Words: 1136

TATA Steel Product: Export Promotion

• Words: 1138

International Business in Argentina and Singapore

• Words: 1311

International Business. Pinkberry Firm in Ireland

• Words: 1491

Pinkberry Company’s Entry in Ireland

• Words: 1365

DFS Expansion in India

Ikea: expanding through franchising to the south american markets.

• Words: 1426

Marketing Balfour Beatty PLC in the Indian Market

• Words: 1117

Market Size in Russia and Competitive Environment

Uk company engaged in international business, the occurrence of multinational corporations.

• Words: 1589

The Islamic Hijab and International Marketing

• Words: 1369

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International marketing: The complete guide to going global

Written by by Brent Barnhart

Published on  October 31, 2022

Reading time  7 minutes

In a time when the majority of the global population uses the internet, geographic borders shouldn’t hold back your growth.

Total global e-commerce retail sales will reach $6.1 trillion in 2023 . So if you’re looking at ways to expand your revenue, you might want to consider international marketing.

However, tapping into a foreign market isn’t as easy as flipping a switch.

In this guide, we’ll explain everything you need to know about international marketing and share some global marketing strategies.

What is international marketing

• Benefits of international marketing

International marketing strategies to consider

Tips for making a global marketing push.

• Using social media for international marketing

International marketing is the process of marketing your products or services to an audience beyond your own country’s borders. Also known as global marketing, international marketing requires a lot more research and planning than domestic marketing.

What are the benefits of international marketing

The main benefit of international marketing is that it helps you reach potential customers around the world. You can use international marketing to raise global awareness of your brand or target customers in specific countries.

When you have customers in multiple countries, your revenue stream isn’t dependent solely on economic and buying trends in your home country.

Here are a few international marketing strategies to consider. Keep in mind that entering a foreign market looks totally different from business to business. 

Exporting your product directly to customers abroad allows you to enter a new market without totally transforming the way you do business. Exporting may be a good approach if you can handle the marketing and shipping costs.

Franchising

Similar to fast food or retail franchise, this concept is simple: Someone else pays for the opportunity to sell your product locally or on your behalf. You determine the franchising rules, but international franchising also requires you to create agreements that conform to laws in the foreign location.

Similar to franchising, licensing allows a business partner to sell your intellectual property or brand in exchange for a fee.

Piggybacking

Through piggybacking, you essentially allow a larger, non-competing business to sell your product as part of their inventory. Think of this almost as a form of channel sales, but it requires a lot of trust in how your products will be marketed abroad.

Joint ventures

A joint venture represents a business partnership where two companies come together to create a unique product or service. Although this requires the most risk of the options above, it also has great potential for returns (both of which are shared by the parties involved).

International marketing success requires doing your homework.

Below are three tips for any brand seriously considering an international marketing campaign.

1. Target territories with a low barrier to entry

The idea of expanding your business is equal parts exciting and daunting.

To help you hone in on where to expand, start by exploring territories that would require you to jump through fewer hoops.

Think of territories that meet the following characteristics:

• Little-to-no language barrier.  It’s much easier for a US-based company to use near-identical messages and marketing materials for English-speaking audiences in the UK or Australia (see Topshop below).
• Close proximity.  If you’re dealing with physical shipping, there’s obviously a geographic advantage of entering foreign markets that aren’t half the world away.
• Similar demographics.  Ideally, your target audience both at home and abroad should be similar. This rings true when it comes to factors like gender, age and spending power.

2. Consider the cost and resources involved with expansion

Conventional wisdom says that entering foreign markets isn’t cheap.

Here are some costs to consider:

• Legal (think: registering your business in a new location, licensing, contracts, etc.)
• Foreign taxes
• Translation services (for international social media accounts, multilingual SEO , and so on)
• New employees (either digital or in-person, including consultants and contractors)

This is why global expansion seems reserved for corporate giants and household names. The bigger your budget, the easier it is to expand.

But it really depends on your industry. It’s possible for a smaller retail business to offer international shipping or market to specific territories without creating microsites for those regions. Compare that to ecommerce giants like H&M that have a presence just about everywhere.

Some companies have an easier time entering international markets than others. Specifically, those that don’t have to worry about physical products.

Look at SaaS marketing as a prime example. Sprout Social’s Spanish site boasts similar creatives and messaging to our standard homepage.

3. Make your market research count

The importance of market research can’t be overstated when entering foreign markets.

For example, one study found that many western companies failed to expand into China due to a lack of strategic determination and patience.

In-depth research counts. Your brand should think of these five things when researching a new territory to enter:

• Economy: Are they on the brink of recession? Or have they been experiencing a recent boom?
• Demographics: Do their consumers mirror your own?
• Culture: Is the country progressive, conservative, or somewhere in-between? Are there any cultural differences that conflict with your brand’s values?
• Regulations:  Are there any legal barriers to consider for doing business?
• Costs: Will it be cheaper or more expensive to do business abroad? Would the costs be similar to doing business at home?

As a side note, don’t forget to conduct a competitive analysis before potential expansion.

Remember: Just because your direct competitors aren’t involved in a particular market doesn’t mean that market is a poor fit for your organization.

How to use social media for international marketing

Social media is a good starting point for an international marketing strategy considering the nearly 4 billion social media users around the globe.

Let’s take a look at some key considerations for social media for international marketing.

Determine if you need multiple brand accounts

While it might be tempting to create new accounts for each foreign market you want to target, managing all of those accounts takes a lot of time. That’s why it’s typically reserved for bigger brands like Levi’s.

We recommend sticking with a single, global account and expanding when demand warrants it.

For example, if you find that your primary account is being bombarded with service requests or questions from abroad, it might be time to create a supplementary social presence.

Discover opportunities to cross-post and diversify your content strategy

Entering foreign markets means new creative opportunities when it comes to your social content strategy.

For example, you might define separate marketing messages and materials depending on your audience’s location.

Brands like Netflix have dedicated Twitter accounts based on geography, some of which look starkly different from their main account.

That said, there might be instances where you’d rather cross-post and double-dip your social media content regardless of geography. Using Sprout Social’s scheduling tools , you can manage all of your social assets and schedule posts appropriately to ensure that you don’t spread yourself thin.

Craft campaigns that speak your audience’s language

Mind both your tone and language when speaking to customers abroad. Using the wrong terminology or “Americanized” spelling could be offputting for a foreign audience. For example, what people in the US call a “koozie,” Australians call a “stubby holder.” It’s the same product (and has the same insulating effects on your canned beverage), but the terminology is totally different.

Understand your audience’s culture and customs

Companies today should be culturally sensitive. Failure to do so could make your brand seem out of touch, and you could miss out on opportunities to connect with your customers.

Familiarizing yourself with your target market’s culture is crucial. Arsenal Football Club demonstrates cultural awareness by acknowledging an international holiday.

Wishing a blessed, peaceful and healthy holy month to everyone celebrating 😀 #RamadanKareem pic.twitter.com/FCgVEER9lZ — Arsenal (@Arsenal) April 23, 2020

Failure to understand cultures and customs may cause you to miss out on opportunities to connect with your customers.

Double-check regulations

Marketing that works in your country may not work as well abroad due to varying laws and regulations.

The EU’s GDPR is a shining example of how marketers have to adapt based on where they’re doing business. GDPR has prompted international marketers to rethink how they collect and use EU customer data.

Running afoul of these data privacy regulations can be costly, so review them if you’re planning to market to anyone in the EU.

Understand your costs

Factors such as cost-per-click and how much Facebook ads cost vary greatly from the United States to, say, Indonesia or India. When in doubt about these costs, consult others who’ve actually run international campaigns, or consider running a test campaign yourself.

Mind the timing of your posts

Oh, and don’t forget about time zones!

As evidenced by our research on the best times to post on social media , engagement rates are highly dependent on timing.

This is where a tool like Sprout comes in handy.

Not only does Sprout allow you to queue up your posts in advance so you always hit those optimal publishing times, but you can also automatically detect when your audience is most engaged and publish during those times.

Does international marketing make sense for your business?

Businesses rightfully want to grow their audiences ASAP.

Sometimes entering a foreign market is the perfect way to do so.

Of course, you can’t just expand your business on a whim. By conducting thorough research, you can better set yourself up for success and decide whether international marketing actually makes sense.

If you’re still on the fence, check out our complete guide on social media marketing for even more tips to help you get started.

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Table of Contents

International Marketing

Introduction At present, globalization has evolved the way we perceive our daily life. Businesses are no longer confined within geographical and political boundaries. While some businesses seek growth domestically, there are also greater opportunities for businesses to seek growth in the global market (Waters, 2017). The global market is a wide marketplace where diverse buyers and suppliers come together to build business relationships of exchanging goods and services. Businesses like Amazon, Alibaba have built their empire solely by building a unique network that connects various people to satisfy their needs and wants. In this report, we will discuss the processes and methods adopted by Sainsbury’s, the second-largest supermarket chain in the UK to enter into international markets and ensure success. The scopes and key concepts of International Marketing International Marketing has developed how organizations operate and function. International Marketing is the result of globalization that helps to bring the world closer and build networks that help smooth the exchange of needs and interests. Sainsbury’s is quite possibly the best neighbourhood organization in the UK. Sainsbury’s has achieved extraordinary achievements in the UK and now it’s intending to extend its business borders past the UK boundary. The scope of International Marketing International Marketing is the process of businesses discovering new sets of opportunities and hopes. Export- exporting is the process of showcasing local products to foreign countries. Sainsbury’s can adopt exporting of their products and as a result, discover newer markets that portray the demand of the products (Geetanjali., 2016). Imports- International Marketing also permits a business to bring in items from various nations and offer them to an alternate target market. Sainsbury’s offers numerous items from various nations by importing to serve customers with various demands and preferences. The joint-venture- International Marketing allows businesses to form alliances and conduct joint businesses, they are known as joint-ventures. Establishing joint ventures are great opportunities for business growth in an international market which Sainsbury’s can consider. Fully Owned Manufacturing- this is an extensive business growth process, that allows businesses to purchase land or factory in a new country and conduct their activities independently. This scope of International Marketing is one challenging approach that Sainsbury’s can consider if they plan expansion in a new country (Geetanjali., 2016). Key concepts of International Marketing Actual Market The target market that uses the products and services offered by the business is known as the actual market. An actual market can also refer to a market that is bounded by geological boundaries. Available Market The available market refers to the customers who contain the potential to purchase and use the products and services of the business but are not expected to make a purchase (Blythe, 2016). Building Contracts Creating contracts refers to a business establishing a contractual relationship with a free organization to manufacture their products under mutually established contractual terms and conditions.

Fig: Key concepts of International Marketing (Blythe, 2016).

Contribution This depicts the advantages received from a deal reducing the expense related to making the sale. Countertrade The term countertrade refers to the exchange of products and services to earn foreign exchange. Direct Costs The expenses incurred in business that directly influence the business financial statements are known as a direct cost. The Direct Costs can be related to fixed expenses of products or services utilized in business tasks (Blythe, 2016). The reasons for an organization to market internationally and adopt various routes to market Organizations regularly need to update their business strategies and procedures to fulfil the increasing needs of customers as technology advances. Blockbuster was probably the biggest supplier of films and video game rental services (Brennan, Canning and McDowell, 2013). The business plunged as they couldn’t adjust to the developing interest for Netflix and streaming services. Diversification Diversification is the process of expanding a business monetary dependability from a single business sector (Knecht, 2014). Sainsbury’s is the second-biggest grocery chain in the UK. Sainsbury’s houses more than 1,428 shops around the UK, which indicates that Sainsbury’s is solely dependent on the UK market for earning their revenue. Expanding beyond the parameters of the UK will introduce diversification to them. Innovation and invention Innovation has changed the manner businesses sought to the customers, communicated business promotions, and earned revenue. At present businesses can earn revenue by hosting advertisements and featuring different brands and products on their website. Sainsbury’s can adopt or develop unique innovative measures that will help them reach a new target market and earn extended revenue. Pop-up stores Pop-up stores are the latest trending marketing approach that helps attract customers to a temporary location for a short period. The pop-up stores use premium locations such as vacant retail premises or high engagement public locations aiming to attract customers attention by promoting special events or discounts (Knecht, 2014). It has been proven to be a very effective promotional approach for businesses to communicate and seek out a new target market. It is generally an easy and less risky method that Sainsbury’s can consider to familiarize the brand with a new target market at a new market zone.

Fig: Adidas store in Amsterdam (Knecht, 2014).

Sales-agents The most traditional marketing approach includes sales agents. Sales agents are hired specialists who communicate with customers with their creative methods to build business relationships. Utilizing sales agents can be an effective market expansion approach by Sainsbury’s. This approach is also a less risky approach that can also help the marketing team get insights into the perspective of the available market. Sponsoring Sponsoring is an innovative and direct approach to move toward the available markets. It permits customers to learn about the organizations and vice versa. Sainsbury’s considering an expansion to a foreign market can begin by sponsoring events and shows that help grab customer attention. Red bull sponsors various sports events that help them grab the attention of the younger generation and communicate their product as a sports drink (Schevernels, 2013). The opportunities and challenges of International Marketing.

The key criteria and selection process a company should use to consider to enter the international market.

Market entry strategies with advantages and disadvantages Market evaluation criteria, entry strategies and recommendations

Task 2 Introduction

The overview of key arguments in the global vs local marketing debate.

The marketing mix elements on a variety of international markets.

The reasons for an organisation to adopt a global or local approach

The process of adapting the marketing mix of an organisation in different international markets.

The various international marketing approaches organisations can adopt.

Comparing different orientations and methods to assess competitors advantage

Recommendations on how an organisation should operate in an international context.

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International Marketing

International Marketing is the extension of these marketing activities across national boundaries.

Marketing is “the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.”

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