Digital Marketing Strategies for International Growth Assignment Sample

Role of Digital Marketing in International Business Expansion

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Introduction to Digital Marketing Strategies for International Growth Assignment

Marketing is an essential function in any business organization that involves creating, promoting and selling products or services to customers. It plays a crucial role in helping companies achieve their business objectives by identifying customer needs, developing marketing strategies and executing marketing campaigns (Pride and Ferrell, 2019). This essay will explore the variety of ways that companies can use digital marketing to develop on an international scale and achieve their business objectives.

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What is marketing?

Marketing is the procedure of discovering and fulfilling consumers' needs and desires during the creation, promotion, distribution and pricing of goods and services (Kotler 2015). It includes studying, planning and implementing tactics to influence consumer behavior and build profitable customer relationships. Marketing's goal is to create value for together for the purchaser and the organization by meeting the customer's requirements and desires while also fulfilling the business's goals. In today's rapidly changing business landscape, digital marketing has turn into an increasingly significant aspect of marketing, as it provides companies with new opportunities to reach customers on a global scale.

Extended marketing mix

  • Product: This is the real product or service that a company provides. It comprises features, design, quality, packaging, marketing, and other associated qualities (Siripipatthanakul and Chana, 2021). For example, Apple's iPhone has distinct features and design that set it apart from other cell phones on the market.
  • Price: The cost of a product or service is an important factor in attracting clients. It is critical to develop an appropriate pricing strategy that takes into account elements such as production costs, competition and client demand.
  • Place: This refers to the channels through which items or services are delivered to clients. An organization should select the appropriate channels based on their target audience's pReferences and behavior. Customers that like to shop online, for example, will find an e-commerce site like Amazon to be convenient and accessible.
  • Promotion: Promotional activities are used to build brand awareness and engage with customers. Advertising, direct marketing, sales promotion, as well as public relations are all part of it (Mohammad, 2015). Coca-Christmas Cola's commercials, for example, have become a tradition, and the company's iconic "Share a Coke" campaign has increased sales and brand recognition.
  • People: A company should train its staff to offer exceptional customer service and create a positive customer experience.
  • Process: This refers to the processes and methods used to offer a product or service to clients. It comprises operations such as ordering, distribution and after-sales service (Loo and Leung, 2018). To enhance efficiency and customer satisfaction, an organization's operations should be streamlined. For example, Domino's Pizza's online booking process and delivery monitor have made it easier for customers to order and monitor their pizza.
  • Physical Evidence: This refers to the concrete elements that consumers can observe and touch, such as the store layout, packaging, and the appearance of the product (Siripipatthanakul and Chana, 2021). For example, Apple's flagship stores have a sleek and minimalist design that reflects the company's brand identity.

Using SWOT analysis, explain how marketing assists organizations in addressing issues in a competitive market.

Marketing is critical in assisting organizations to address issues in a competitive market (Benzaghta 2021). Businesses may design a marketing plan that capitalizes on their strengths and opportunities while limiting their weaknesses and dangers by knowing these variables.

  • Strengths: Strengths are internal qualities that provide a company a competitive advantage over its competitors. Marketing can assist a company in identifying its strengths and developing a strategy to capitalize on them in order to acquire and retain customers. Marketing, for example, can be used to promote a company's strong brand reputation through branding and advertising efforts.
  • Weaknesses: A business's weaknesses are its internal factors that put it at a disadvantage in the market. Marketing can help a business identify its weaknesses and develop a strategy to address them (Gepner 2022). For example, if a business has a limited product range, marketing can be used to promote the products it does have and to develop new products that will address customer needs.
  • Opportunities: Opportunities are outside factors that a company can use to its advantage. Marketing may assist a company in identifying and capitalizing on these opportunities. For instance, if a new market sector emerges, marketing can be utilized to target this area and raise awareness of the company's products or services.
  • Threats: External variables that represent a risk to the firm are referred to as threats. Marketing may assist a company in identifying these hazards and developing a strategy to mitigate them (Mohezar 2017). If a new competitor enters the market, for example, marketing can be utilized to reaffirm the company's brand recognition and customer loyalty.

Using the Ansoff Growth Matrix, explain how Marketing delivers solutions to a company looking to enter a new market

The Ansoff growth matrix is a useful tool that can help companies identify and evaluate various growth strategies. The matrix outlines four growth strategies:

  • Market Penetration: This technique entails selling pre-existing goods or services in pre-existing markets. Marketing can assist a company in entering a new market by identifying target clients and building an appealing marketing strategy for them (Kotler, 2021). For example, an athletic gear manufacturer may opt to enter a new market by focusing on athletes in a specific geographic location. Marketing can be used to create ad campaigns, special offers and other marketing efforts to attract these customers.
  • Market Development: Selling current products or services in new markets is part of this strategy. Marketing can help a business in entering a innovative market by finding innovative target markets and building an appealing marketing strategy for them. For example, an eco-friendly cleaning product manufacturer may choose to establish a market in a new geographic location where clients are more environmentally sensitive. Marketing can be used to create advertising campaigns, special offers, and other marketing activities for these customers.
  • Product Development: This strategy involves introducing new products or services in existing markets (Bang 2016). For example, a company that produces smart phones may decide to introduce a new model that is specifically designed for a particular target market. Marketing can be used to develop advertising campaigns, promotional offers and other marketing activities that will attract these customers.
  • Diversification: This strategy entails launching new items or services into new markets. Marketing can assist a business in entering a new market by identifying new items or services that will appeal to target customers in that market (Chintalapati, 2020). A luxury vehicle manufacturer, for example, may decide to enter a new market by producing a line of luxury boats. Marketing can be used to create advertising campaigns, promotional offers, and other marketing activities aimed towards these customers.

Use digital marketing for the company to grow on a international scale

  • Create a strong online presence: For organizations aiming to develop globally, creating a strong online presence through a website, social media, as well as other online channels is critical (Desai and Vidyapeeth, 2019). A well-designed website can help a company's products or services reach potential clients all over the world. Social media platforms can be utilized to engage customers and grow a fan base.
  • Employ targeted advertising: Companies can reach out to certain audiences via digital marketing. Companies can develop advertising that target certain geographic regions or demographics by using platforms like Google Ads or Facebook Ads.
  • Use search engine optimization (SEO) to your advantage: Companies may boost their visibility in search results and attract more traffic to their site by optimizing their website for relevant keywords and generating high-quality content (Bala and Verma, 2018).
  • Participate in influencer marketing: Influencer marketing can be an effective approach for businesses to reach out to new audiences on a global scale. Companies can connect into their followers' networks and gain exposure to new prospective clients by working with influencers in particular areas or industries.


The report is concluded that the digital marketing has revolutionized the way companies market their products and services. By developing a strong online presence, using targeted advertising, leveraging SEO, engaging in influencer marketing, and utilizing email marketing, companies can reach new audiences worldwide and achieve their growth objectives. Digital marketing offers numerous benefits, including increased brand awareness, customer engagement, and cost-effectiveness. Companies that effectively leverage digital marketing can gain a competitive advantage in the marketplace and achieve significant growth.


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Mohezar, S., Moghavvemi, S. and Zailani, S., 2017. Malaysian Islamic medical tourism market: a SWOT analysis. Journal of Islamic Marketing.

Bang, V.V., Joshi, S.L. and Singh, M.C., 2016. Marketing strategy in emerging markets: a conceptual framework. Journal of Strategic Marketing, 24(2), pp.104-117.

Chintalapati, S., 2020. BankBuddy. ai—Business Expansion and Marketing Dilemma: A Case Study to Discuss the Ansoff Growth Matrix Concepts Combined with Business Expansion Strategies for Expanding into Emerging Markets. Emerging Economies Cases Journal, 2(1), pp.44-53.

Desai, V. and Vidyapeeth, B., 2019. Digital marketing: A review. International Journal of Trend in Scientific Research and Development, 5(5), pp.196-200.

Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering, 8(10), pp.321-339.

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