International marketing. From local to global company.

Learning unit summary (International marketing)

Key concepts in international marketing. Global marketing mix. Customer orientation, market environment, International trade, ...

Course objectives:

- To understand the nature of exporting. We will analyze export company's profile, the resources needed for export activities and how to start exporting.
- To learn about the key concepts in international marketing. We will analyze the purpose of international marketing, explore the concepts of price and value to the customer, examine the marketing mix in the context of Export marketing and discuss the key elements of an export marketing plan.

This will be achieved by:

- Examining the fundamental questions related to the export process.
- Analyzing the challenges to be overcome in an export transaction.
- Detailing the steps necessary to start the export process.
- In this, the learning on exporting, the student is shown how to identify the elements of international trade, and how to effectively design an international marketing strategy.
- Analyzing the purpose of international marketing.
- Exploring the concepts of price and value to the customer.
- Contrasting Global marketing to local marketing.
- Examining the marketing mix in the context of Export marketing.
- Highlighting the key factors to include in an Export marketing plan.

We will study the international 4P's concept and the International marketing plan. The correct definition of the marketing mix or 4P's (Product, Price, Promotion and Place) will be fundamental to successfully enter the target markets we identify. Some commentators will increase the mix to the '5 Ps', to include people. Others will increase the mix to '7 Ps', to include physical evidence (such as uniforms, facilities, or livery) and process (i.e. the whole customer experience). In any case the design of an international marketing plan will also be one of the pillars of our export activity.

Example of the course International marketing:

There are many definitions of marketing. The better definitions are focused upon customer orientation and satisfaction of customer needs. International marketing has been defined as the matching of company resources to foreign customer needs in the context of achieving company goals. In layman's terms, it is the best way of using company resources to satisfy the needs of foreign customers to the greatest benefit of the company. From another viewpoint, International marketing is the process of getting a product/service from the producer to a customer in a foreign country.

From local to global company.

The seven stages by which a company moves from being just a company supplying the domestic market to that of being an export company may be detailed as follows:
1- The company does not want to take on board the extra burden of export. Although it receives orders from abroad from time to time, it does not process them as, "we're too busy" or "we're not organized to deal with them ".
2- The company does process the orders from abroad but does not attempt to prospect for more.
3- The company seriously studies the feasibility of exporting. This stage may occur without number 2.
4- The company exports experimentally to a few countries.
5- The company uses the experience gained in exporting to these countries to develop the skills needed to successfully export.
6- based on this new experience, it selects the most appropriate markets and applies international marketing techniques tailored to the needs of each market.
7- The company goes global. All markets worldwide can be accessed to advantage.

In order to profitably satisfy customer needs, the firm first must understand its external and internal situation, including the customer, the market environment, and the firm's own capabilities. Furthermore, it needs to forecast trends in the dynamic environment in which it operates. A useful framework for performing a situation analysis is the 5 C Analysis.

Tesco has a well-established and consistent strategy for growth, which has allowed them to strengthen their core UK business and drive expansion into new markets. Today the Group operates in 13 markets outside the UK, in Europe, Asia and North America. TESCO also announced their entry into the Indian market last year, where they are establishing a cash & carry business. The strategy to diversify the business was laid down in 1997 and has been the foundation of Tesco's success in recent years. The new businesses which have been created and developed over the last 12 years as part of this strategy now have scale, they are competitive and profitable - in fact they are now market leader in many of our markets outside the UK.

With over 25,000 employees, Iveco is present in all five continents: 27 production plants located in 16 countries around the world manufacture vehicles utilising top level technologies developed in 6 research centres. Outside of Europe, the company operates in China, Russia, Australia and Latin America.


GE Global Research is one of the world's largest and most diversified industrial research organizations, providing innovative technology for all of GE's business. Global Research has been the cornerstone of GE technology for more than 100 years, and is now focused on developing breakthrough innovations in areas such as molecular imaging and diagnostics, energy conversion, nanotechnology, advanced propulsion and security technologies. GE Global Research is headquartered in Niskayuna, NY, and has facilities in Bangalore, India, Shanghai, China, and Munich, Germany.

Toyota Motor Corporation is the third largest automaker in the world and together with its subsidiaries produces a full range of model offerings from minivehicles to large trucks.


Since 1957, when the Crown was first exported to the United States, Toyota has expanded the scope of automobile sales across the entire globe. For over fifty years, Toyota vehicles have found their way to over 170 countries and regions throughout the world. As their exports have continued to develop so has the localization of their production bases, in line with a policy of "producing vehicles where the demand exists". Now there are 51 bases in 26 different countries and regions. In addition, there are design and R&D bases in nine locations overseas, showing that "from development and design to production, as well as sales and service, Toyota has now achieved consistent globalization and localization."

The new economy requires the implementation of new approaches and technologies. Many things have to be re-invented in order to be adjusted to the new environment. Traditional marketing strategies are being transformed. Traditional marketing principles need to be re-discovered. Without doubt, e-business has an impact on product, price, promotion and distribution. One must also consider online marketing policies. In e-marketing the supplier is interested in developing a one to one communication with the consumer. this learning unit examines e-marketing characteristics and the new approach to the marketing plan.

Today's markets are more volatile than before and possibly the traditional 'mass media' advertising focus is no longer appropriate. One option is to attack different niches of the market where we are able to satisfy their needs and wants. This is possible with market segmentation i.e., dividing the market into groups of potential clients with similar needs and profiles and which present similar buying habits. The image of a country as a brand name has to be borne in mind when developing a marketing plan. Unquestionably, one of the parameters that distinguishes countries from each other is their culture. Each country has its own culture, which the e-marketing manager should be familiarized with and above all respect.

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