Unit 40: International Marketing

Unlocking Global Success: Strategies for International Marketing

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Introduction Of International Marketing’s Role In Company

This research examines international marketing’s role in company. International marketing uses marketing concepts to serve the desires and requirements of people beyond national borders. It also incorporates worldwide marketing. First, the study analyses the breadth and essential principles of international marketing. The following part analyses access to overseas markets and defines international marketing success elements. In next section, the study discussed advantages and disadvantages of various entry strategies in foreign market. Then, the focus company has been advised strategies to successfully develop themselves in international market. The study has used NESTLE Plc as the focus organisation.

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A definition of international marketing, with analysis of its scope and the reason why organisations do international marketing.

Business Model and Business Offerings of Nestle

The most vital consumer group of the business are adults as well as children. The business has a wide range of food items such as food for the baby while also offering clinical nutrition. There are many categories of the food items like pet care nutrition, coffee, drink, beverages and many more. It can be observed that the company is concentrated on their vision of improving the overall quality of life while also contributing effectively and efficiently to a future that can stay healthier (Nestlé, 2019). There are food products such as baby food involving Lactogen, Cerelac, and Nan. Confectionary food items like KitKat, Dairy Products such as Milkmaid, and Ice Cream (Nestlé, 2019a). The mission of the company is focused on delivering “Good Food, Good Life” which is to serve the individual with quality food commodities while also providing nutrition as well as taste to each and every individual engaging in associating with the company.

Definition of International marketing:

International marketing is when marketers transcend national borders to conduct business. International marketing includes regulatory actions, export laws, visa processing, border permits, and transit passes. A nation’s government creates procedural procedures and legislation for exporting commodities. International marketing is now carried through online. Internet marketing is expanding the international market. It’s preserved 4P’s ideals and marketing mix’s technical and scientific strategies (Javalgi and Russell, 2018).

Scope of international marketing:

International marketing is the multinational marketing of health, beauty, fashions, medications, cuisines, educations, science materials, cosmetics, and other elements of human existence. It’s spread to numerous places of the world, and people may invest for profit. It’s made commerce easier and faster.

Domestic Marketing:

This is domestic marketing. Many nations in the globe have state or county governments. One state can buy commodities from another in domestic marketing. They can also sell locally-made goods for profit (Javalgi and Russell, 2018).

Import Marketing:

A brand’s foreign marketing strategy is similar to a country’s strategy when it comes to importing goods. To sell to customers, businesses purchase products and then re-sell them (?pek, 2020).

Export Marketing:

In export marketing, marketers advertise their products, goods, or business overseas. One country’s business authority supplies commodities to another. Import marketing is a good way for firms to generate money. NESTLE exports items to several nations.

Global Marketing:

Global marketing is similar to international marketing, except it doesn’t target a specific country or region. Tourism business is global marketing, when marketers embrace non-regional techniques (Donthu et al ., 2021). Nestle is a global marketer.

International marketing concepts:

International marketing uses a variety of concepts and frameworks. It’s:

Ethnocentrism:

An organisation or firm develops goods based on local client needs. This sort of foreign marketing is domestically centred. Example: Hero Cycle.

Polycentrism:

Every market is distinct and must be approached individually in foreign marketing. Companies using these marketing strategies create their own product modifications, promotion strategy, and pricing positioning to meet local demands (Schmid, 2018). Toyota and Ford Motors use this multinational marketing method.

Regiocentric:

This marketing strategy segments the market based on political, social, and economic commonalities (Situmorang and Japutra, 2019).

An evaluation of the difficulties, benefits and risks of international marketing for organisations

International company marketing presents several obstacles and opportunities. These include macro and micro business and organisation environmental influences. Microenvironmental elements include supplier engagement, influential stakeholder activities, consumer happiness, employee interactions, and employee performance. Transportation, telecommunications, communication, connectivity, exportation and importation are all advantages of international marketing that may help a marketer grow his firm abroad (Tien and Ngoc, 2019). International marketing is also affected by greater influences from other countries or companies, as well as political, legal, social, and economic considerations. NESTLE Plc’s foreign market brings problems and possibilities, as seen below.

Opportunities

Market expansion:

International marketing allows companies to enhance their marketing skills and performance globally (Tien, Phu and Chi, 2019). Expanding marketing helps organisations promote abroad. NESTLE Plc expanded via foreign marketing.

Brand reputation:

International marketing helps companies develop their brand or identity in the worldwide market. A brand’s reputation or identity does not remain restricted to a nation’s boundaries, but it enables worldwide marketing activities. Since brand reputation is one of the main elements influencing clients to patronise an organisation, worldwide marketing promotes brand reputation and attracts more customers (Cateora et al ., 2020).

Network:

International marketing allows corporate marketers to build strong networks and relationships in the worldwide market. NESTLE Company has developed globally with efficient worldwide marketing. The corporation sought additional stakeholders by operating globally.

Challenges

Government restrictions:

Government laws impact global corporate operations. Exportation, importing, and excessive taxes are government policies. These rules and political interference can impede foreign business (Tien and Ngoc, 2019).

Competition abroad

When a firm enters the global market, it confronts competition from companies that already dominate the foreign market. Marketers spend more money to recruit more foreign clients (Tien, Phu and Chi, 2019).

The different ways that organisations can market themselves internationally

Organizations or corporations sell their products abroad for a variety of reasons and through a variety of channels. Competitiveness drives a company’s foreign marketing strategy. When businesses NESTLE looks highly dependable in the presence of the clients or builds efficient business relation then marketers observe its competency within the market place or across the world. For example, with a strong worldwide and international marketing presence, NESTLE is one of the world’s most popular grocery brands. Because of their global and international appeal, they have a competitive edge against Sainsbury, Lidl, etc. International marketing helps companies grow. NESTLE’s global footprint makes it one of the world’s largest supermarket firms.

International marketing helps organisations gain resources. International marketing requires more money and people. NESTLE grew into the U.S. and Europe, and to satisfy worldwide marketing duties, it added staff. International marketing helps companies diversify sales and supply. When companies expand global, they face new client demands. This causes them to diversify from their initial merchandise to a new one to fulfil the wants of new or worldwide clients (Marques, Lupina-Wegener and Schneider, 2017). NESTLE’s UK milk has a distinct flavour from its US and other international milks.

Companies go global to increase sales and expand their business. When a company gets global or international, it attracts more consumers and makes more sales. This allows the firm to generate more things and expand. NESTLE Company’s foreign presence has helped them increase sales and expand. Businesses, organisations, and enterprises use a variety of foreign marketing strategies. Included are:

Market Research:

A corporation looking to expand globally must first understand its consumers’ requirements, expectations, spending power, and buying habits. When NESTLE decided to expand international, they examined how people shop, where they shop, and where they’ll see these items. Organizations must analyse their budget and capabilities to reach prospective and target consumers (Fey et al , 2016).

Online marketing/sales:

Websites, auction platforms like eBay and Amazon, as well as the use of affiliate marketing, are used to advertise and sell items. This method conserves resources while also guaranteeing round-the-clock accessibility to customers. It helps organisations acquire more clients and audience and sell things using a simple website. This method makes it harder for businesses and customers to build trust (Paul and Mas, 2020).

Direct sales:

Direct marketing and selling are when a company sends its items directly to potential and target customers. In this approach, there are no middlemen. This technique is useful for marketing and selling difficult items, building personal relationships, and negotiating with clients (Marques, Lupina-Wegener and Schneider, 2017).

An evaluation of the important factors (selection criteria) an organisation needs to consider when selecting an international market to enter, including the advantages and disadvantages of each factor.

When deciding which overseas market to join, companies use numerous factors and a selection procedure (Koskinen, 2022). Key selection factors include:

Step1: Defining marketing objectives for overseas market

NESTLE Company must set a marketing aim before entering the foreign market. Developed marketing objectives should also maximise corporate operations in global or international marketing. Nestle is supposed to produce SMART targets, which means its marketing goals should be clear, measurable, attainable, dependable, and timely.

Step 2: Select country

At this stage, a company entering the worldwide market chooses which countries to target. Since international market is a way for companies to reach most developed countries, they target a certain nation to launch their businesses by direct exporting, licencing, franchising, and recruiting agents and ambassadors (Terán-Yépez et al ., 2020).

Step 3: Preliminary Screening

When deciding which foreign market to enter, a company must consider the market sector’s capabilities. A marketer requires international-standard management, financial, etc. skills to run a worldwide firm (Koskinen, 2022). Before going worldwide, NESTLE focused on management. Strong management control guarantees a suitable working environment and industrial discipline.

Step 4: In-depth Screening

NESTLE should assess worldwide market conditions. Various places on Earth have unique natural colours. This is why countries’ environments vary. The four pillars of environmentalism are political, social, legal, and economic. First, marketers must have a global perspective on the industry. NESTLE aims to promote its company in far-flung regions.

Step 5: Market shortlist

Preliminary studies and market research should be used to narrow down NESTLE’s list of potential export markets. It’s time for Nestle to narrow down its target market and customer segments.

Step 6: Evaluation and selection

It’s time for Nestle’s top executives to take a more worldwide approach to business. Alliances, construction, commodity exports, and direct foreign commerce were all topics of conversation (Häkli and Pelto, 2017). It’s necessary for Nestle to consider the size of the market, the strategic importance, and the rate of expansion.

Step 7: Test marketing

This level involves smaller-scale market testing. This implies NESTLE must first launch products internationally. After a few weeks/months, clients and the market will provide feedback.

Step 8: Commercial production

NESTLE should mass-produce after obtaining feedback and testing the market. Then, it should regularly evaluate the market and make small product adjustments (Adriaansen, 2017).

Recognising the needs of the consumer in Marketing

There is no denying the fact that the need of the customer is important and vital for motivating them to increase the overall market share of the business in the process. The tastes and preferences of the customer actively change and it is the responsibility of a company like Nestle to take care of the necessary needs such as innovating new commodities while also making food items that are reasonably priced for the consumers (Peng et al ., 2019). The company can be observed that the company has a set target group of consumers which are working mothers, kids as well as young individuals.

There is always a requirement for increasing the overall accessibility of the customer by offering the business offerings in the most convenient way possible such as Online and offline stores of the company. The business offerings of Nestle like Chocolates, beverages and many more are available in various online stores that contribute to improving the overall satisfaction of the customers (Harris, 2019). In addition, all the physical stores such as grocery shops, supermarkets and many more are among some of the sources where any customer can get the product at reasonable prices. The marketing of Nestle is always focused on increasing the overall convenience of the customer in purchasing the goods.

Different Market Entry Strategies, Including the Advantages and Disadvantages of Each

Entry Analysis

First, foreign businesses must analyse existing and/or future markets. First, the worldwide firm should estimate market sales and revenue. Then, they should analyse expenses, including sales, product pricing, and delivery costs. Next, the company must analyse assets and value. The company should then examine its current and prospective profitability. Businesses must detect market risks. Entry analysis offers a detailed picture of the market, client wants and expectations, and market demand. This study helps businesses join the worldwide market. Businesses require expertise and experience to analyse their entrance process (Park, 2020). It’s cheap and quick.

Exporting Strategy

If a global firm exports, it can conduct business globally. Businesses should utilise direct or indirect exporting strategies. The firm may sell directly to clients through direct exporting. Here, direct selling implies no middlemen. This strategy can acquire more profit, brand reputation, and image than direct approach. This strategy is costly. Selling indirectly is indirect exporting. This strategy has others. This method requires less money and has less risk (Tien and Ngoc, 2019). This method generates less profit than direct selling.

Franchising and Licensing

A multinational company might use several ways to produce for the global market. First, consider licencing. Through contractual agreements, entrepreneurs may easily join global marketing for the first time. Franchisee business approaches may be done by allowing a home or abroad firm to manufacture original items as parental source, manufacturing, packaging, advertising, and sales (Glowik, 2020). Nestle is a global franchise example. They allow enterprises to develop and sell items domestically and internationally.

A brand can be sold through licencing. This strategy swiftly builds brand image and consumer base. This approach makes agreement with others difficult. The firm can then franchise a network of shops. This strategy swiftly builds brand image and money. Franchise agreements are more restricted than licences. The company can then contract with third parties to manufacture things. The company can then assemble. Fully integrated production is another entrance method for international business. This method helps businesses quickly satisfy client demand (Tien and Ngoc, 2019). This technique wastes time, money, and human capabilities.

Based upon your evaluation of the selection criteria, make recommendations on the international market(s) that your selected organisation could enter.

The marketer uses numerous stages and techniques to approach overseas markets. NESTLE, a global marketer, must use scientific tactics to expand. Exporting, franchising, licencing, joint ventures, etc. are many ways to enter worldwide marketing. Mark Spencer exports worldwide items through franchising. Moto, WHS, SSP, Compass, BP, etc. are their key UK franchisers. They expanded to most nations. Famous global companies include Galloway SL, Al-Futtaim Group, Alholcair Fashion Retail, Creasey’s (Franchise) Limited, Central Group, FiBA Group, Martel Group, Lagardere Travel Retail France, P.T. Mitra, etc.

Conclusion

The study has illustrated how a company like NESTLE can utilise international marketing as an integrated tool for their global business operations. The study has discussed various scopes and concepts related to international marketing. Also, various benefits and risks have been highlighted that companies should consider while going global. There has been discussed some ways by following which a company can decide about making their business international. Moreover, while selecting an international market a company should consider various criteria, which have been discussed in the above study. The study has recommended NESTLE some key entry strategies that will be beneficial for the company while establishing their business in their target international market.

References

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Cateora, P.R., Meyer, R.B.M.F., Gilly, M.C. and Graham, J.L., 2020. International marketing . McGraw-Hill Education.

Donthu, N., Kumar, S., Pattnaik, D. and Pandey, N., 2021. A bibliometric review of International Marketing Review (IMR): past, present, and future. International Marketing Review .

Fey, C.F., Nayak, A.K., Wu, C. and Zhou, A.J., 2016. Internationalization strategies of emerging market multinationals: A five M framework. Journal of Leadership & Organizational Studies , 23 (2), pp.128-143.

Glowik, M., 2020. Market entry strategies: Internationalization theories, concepts and cases . Walter de Gruyter GmbH & Co KG.

Häkli, M. and Pelto, D.S.E., 2017. Market selection process of born-globals.

Harris, L., 2019. Nestlé Creating Shared Value: Nestlé Waters Canada (A Canadian Perspective) By: Lily Harris.

?pek, ?., 2020. The relevance of international marketing strategy to emerging-market exporting firms: from a systematic review towards a conceptual framework. International Marketing Review .

Javalgi, R.G. and Russell, L.T.M., 2018. International marketing ethics: A literature review and research agenda. Journal of Business Ethics , 148 (4), pp.703-720.

Koskinen, K., 2022. Internationalization and international market selection process of Born Digital companies: case international market selection process of Finnish Software-as-a-Service SME.

Marques, J.C., Lupina-Wegener, A. and Schneider, S., 2017. Internationalization strategies of emerging market banks: Challenges and opportunities. Business horizons , 60 (5), pp.715-723.

Nestlé (2019a). Brands . [online] Nestlé. Available at: https://www.nestle-esar.com/brands [Accessed on 9 Oct. 2022].

Nestlé., 2019. Mission & Vision . [online] Nestlé. Available at: https://www.nestle-esar.com/aboutus/missionvision [Accessed on 9 Oct. 2022].

Park, C., 2020. Market entry strategies in a high-tech successive generations market: a case study of three semiconductor firms with different entry modes. Journal of Business & Industrial Marketing .

Paul, J. and Mas, E., 2020. Toward a 7-P framework for international marketing. Journal of Strategic Marketing , 28 (8), pp.681-701.

Peng, L., Cui, G., Chung, Y. and Li, C., 2019. A multi-facet item response theory approach to improve customer satisfaction using online product ratings. Journal of the Academy of Marketing Science , 47 (5), pp.960-976.

Schmid, S., 2018. Strategies of internationalization: an overview. Internationalization of Business , pp.1-25.

Situmorang, R. and Japutra, A., 2019. Foreign versus local managers: Finding the perfect leaders for multinational hotel subsidiaries. International Journal of Hospitality Management , 78 , pp.68-77.

Terán-Yépez, E., Santos-Roldan, L., Palacios-Florencio, B. and BERBEL-PINEDA, J.U.A.N., 2020. Foreign market selection process as tool for international expansion: Case study for ecuadorian chia seeds exports to the european union. Anais da Academia Brasileira de Ciências , 92 .

Tien, N.H. and Ngoc, N.M., 2019. Comparative Analysis of Advantages and Disadvantages of the Modes of Entrying the International Market. International journal of advanced research in engineering and management , 5 (7), pp.29-36.

Tien, N.H. and Ngoc, N.M., 2019. Comparative Analysis of Advantages and Disadvantages of the Modes of Entrying the International Market. International journal of advanced research in engineering and management , 5 (7), pp.29-36.

Tien, N.H., Phu, P.P. and Chi, D.T.P., 2019. The role of international marketing in international business strategy. International journal of research in marketing management and sales , 1 (2), pp.134-138.

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