National Vs. International Marketing
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National vs. international marketing
If we really want to understand the difference between national vs international marketing we need to understand what marketing really means, “the efficient and effective management and utilization of a companys resources to meet the consumers demands and the companys objectives. It involves selling the companys products to satisfy the needs of consumers.”
On the other hand “international marketing is the promotion and sale of a companys products to consumers in different countries. It is very complex and requires a huge amount of financial resources.” International marketing requires more time and effort, not to mention its being very risky too.
After understanding what each concept is important to detect the differences, for example, the market is very different, so it is essential to commercial research. There are also other elements such as changing
International Competition: The local competitors (such as a competitive advantage it will have cast their awareness of their market and also is better accepted than ours) and international competitors (an important cost advantage because they are large and may take advantage of economies of scale)
Selection of markets: As you can raise many alternatives, we must reject those who by their geographical location or by legal restrictions, or their culture or by the competition that there do not offer clear opportunities for the company.
Selection modes of entry: We work with foreign distributors or local, we can make “joint venture” with some companies.
Coordination MKT plans in each market: you will be goals that are different in the stock markets and also change. The objectives of the company prevail among market objectives. Avoid duplication, exploit synergies.
Thats why, the international marketing is more important to the company because it is necessary to understand the product tropicalization needs and consumer culture to create a campaign that can accommodate this by creating and selling the need for the organization wants, so bring the product to the country that seek to penetrate in the marketplace.
Starbucks Case Study
Identify the controllable and uncontrollable elements that Starbucks has encountered in entering global markets.
The power set by Starbucks was to find or define the controllable factors to which you can define and profit like the product, price, place and promotion (the four Ps) that because of the philosophy of Starbucks where you sell a product custom where product adjustments are made quickly and easily which causes can tropicalization according wing culture and country.
Uncontrollable factors facing the company are regional issues in each country seeking to venture into the coffee market, where for issues of profitability, the countrys economy, competition is taken as in the case of Italy, these are elements you cannot handle and that Starbucks has to adapt if they are affected significantly.
So we can understand in a better way uncontrollable elements that starbucks has encountered indifferent markets are described and given in tabular form below:
Country
Controllable
Uncontrollable
Japan
Competition