International Marketing.

Submitted by: Fredrick Malingu

Student ID: 12500

Submission Date: 24-11-2014

Contents
Introduction 2

Part 1: international marketing mix strategies: standardization and Adaptation 2

Second part: Internationalization process theory 3

Conclusion 3

Introduction

Many companies operation internationally today with elimination of many trade barrier in many countries in the world. These firms need to come up with international marketing strategies that will enable them complete favourably in these new markets. International marketing strategies mean that international subsidiaries act and formulate marketing ways independently as if they were local companies with minimal coordination or supervision from the parent company. This aims at meeting the local consumer needs in the market but at the same time not lowering the international standards of a brand. This paper discusses the two main marketing strategies that international firms like Coca cola use. These are standardization and adaptation. In standardization, a multinational company uses a uniform approach to marketing her brand so as to minimize costs and promote a global corporate image. On the other hand adaptation means that a firm uses unique marketing dimension that are adaptable to fit each of her local markets (Mathew & Zander, 2007).This paper looks at how practical a brand like Coca cola has used adaptation and standardization in international markets. Part 1: international marketing mix strategies: standardization and Adaptation It is important to note that the two market mix strategies can be used together by a multinational for one strategy may not be sufficient due to the uniqueness of the markets. It is of no use for a firm to use standardization for the whole global market when they exist cultural