International Marketing



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Abstract

International marketing, that is also referred to as global marketing focuses on the marketing activities that are carried out by companies in the countries present outside the national boundaries. This strategy involves the extensive use of marketing techniques that are used by companies while marketing products or services in home country. In this research paper, the international marketing practices of GlaxoSmithKline will be highlighted that will help to comprehend the practicality and considerations a company use to take while planning to initiate its operations in the International market.

Table of Contents

AbstractI

Introduction1

Discussion1

Global Operations of GSK2

Interest of GSK in International Marketing2

Market Entry Strategies3

Export Entry Mode4

Marketing Mix Decisions5

Summarizing the thoughts6

Conclusion7

References8

International Marketing

Introduction

International marketing basically takes into account the firm-level marketing practices across the national boundaries by focusing on the identification and targeting of the market segments, selection of entry mode, the marketing mix to better cater the needs of the global consumers and strategic decisions that will aid in competing in the international market (Joshi, 2005, pp. 35-50). According to the definition provided by the American Marketing Association, “International Marketing can be defined as the multinational process that involves the phases of concept planning and execution, implementation of marketing mix elements for the ideas, goods and services to create the exchange process that will ultimately lead to the satisfaction of individual and organizational objectives”. This research paper focuses on the international marketing approach followed by GlaxoSmithKline.

Discussion

The focus of any organization when making a move outside its national boundaries is on applying its marketing principles all across the globe. The organization that has been selected for this research paper is GlaxoSmithKline that is basically a British Multinational pharmaceutical and consumer health company and operates with its headquarters in London, United Kingdom. As per the prescription drug sales analysis provided by the statistics of 2009, GSK has been ranked as the fourth largest pharmaceutical company (The 20 largest pharmaceutical companies, 2010). The company was basically established in the year 2000 as a result of merger of two major syndicates: GlaxoWellcome and SmithKline Beecham.

GSK operates with a portfolio of products that are developed for major diseases including cancer, asthma, diabetes, mental health and digestive conditions. The company also has a division of consumer health that produces and markets a range of nutritional over the counter medicines.

Global Operations of GSK

GSK provides employment to about 97,000 people all over the globe. The global headquarters of the company is in Brentford, United Kingdom with its United States headquarters are based in North Carolina. The company generates a major share of revenue from the single largest market of United States.

Interest of GSK in International Marketing

Enjoying a status of a multinational company, GSK sell its products in more than 150 countries. The structuring of the company is based on four main commercial regions: Europe, the United States, and Asia Pacific along with other emerging markets, and Japan (GlaxoSmithKline, 2011, pp. 1-4). Each of the regions has its own requirements and the environmental forces that operate ...