INTERNATIONAL MARKETING

International Marketing



International Marketing

Introduction

In an era of rapid globalization, technological innovation, population boom, and environmental change, the need for international collaboration and standardization exists across disciplines in order to decrease duplication and the reinvention of competing standardizing platforms and processes for business, government, and society.

Marketing Communications Strategy

Importance of communication in theory and practice of international marketing is gradually increasing along with the awareness of the role of communication in solving problems of organizations and enterprises in the international market (Devlin, 2004, 23-45). With only an excellent design, efficient production and rational price, sound distribution network of the goods cannot reach the target segment; you must inform the consumer about the product, the place of purchase, and about the manufacturer, to convince him to "the existence of the merits of the product."

Cultural Aspects of International Marketing

There are theories related to Hall and Hofstede regarding the cultural aspects in International Marketing. These theories have really helped people to understand the important concepts of culture. The knowledge and experience of the people also counts a lot under this scenario. Something's can be learned by other techniques and few of them can be learned through direct contact with people (Hofstede, 1980, 1). Therefore, it is recommended that, in cases, where people do not have this possibility, they must work in collaboration with an expert in marketing the country. People understand their own culture very well. A simple example is related with the names of products that allow people to understand the importance of cultural diversity.

Company Overview - Costa Coffee

Costa coffee is a low calorie coffee producing company in United Kingdom. This company deals with the production of coffee according to improved tastes. This coffee also includes different flavours, and the focus of the company is to capture the target market. This company is also focusing on producing confectionaries items such as cup cakes, biscuits and other items (Douglas, , 2000, 78). Different strategies have been made regarding the marketing of the products. As the slogan of this company explains that the “coffee delivers fresh roasted aroma of coffee”. This shows the quality of the product. The best thing about this coffee is that it has a strong focus on quality and low calorie coffee as according to the life style of people, as people are conscious about their diet.

Globalisation is a term that has, in many instances, come to replace the older and no less complex notion of “development.” In fact, globalization, has replaced the term development as the new action word of contemporary international governance discourse. This is a trivial product of daily consumption for thousands of people in rich countries. The British Costa Coffee, which operates stores worldwide, wants to expand into United States, as research results of increasing demand of this comprehensive product. The aim is to put a Costa Coffee wherever people. Obviously America has a drive-through culture, so that works with coffee.

The main objective of international expansion focuses on the opportunity to be present in United States in potential ...