Critically analyse international marketing opportunities. Demonstrate an ability to formulate and assess international marketing strategies. Demonstrate an understanding of both the process and the complexities associated with the implementation of international marketing programmes.

International Marketing

Assignment Question

What is the relevance of the customisation-standardisation debate in international marketing strategy and how might this influence the market selection approach of both Small and Medium Sized enterprises (SME’s) and large-scale enterprises (LSE’s)?

Use relevant and recent examples such as McDonalds, which is mentioned below and others.

The below points should be included in the assignment:
Understand and appreciate the underlying theories of international marketing
Critically analyse international marketing opportunities.
Demonstrate an ability to formulate and assess international marketing strategies.
Demonstrate an understanding of both the process and the complexities associated with the implementation of international marketing programmes.

Also read the below and watch the short youtube video on globalisation.

Theories of Internationalisation
In 1984 Theodore Levitt was credited with popularising the phrase ‘globalisation’, but he viewed this as being part of a process that would culminate in the standardisation of products and services with the same thing being done in the same way everywhere.

Whilst Levitt was one of the first to outline what he saw as the benefits of globalisation, a debate grew around how marketing strategy should develop the changes taking place within the global economy: this became characterised as the standardisation-customisation debate. Quite simply, do marketers strive to ensure that they offer the same offering in the same way and in each marketplace or do they try and customise their products and services to meet the specific requirements of the individual market?

The early phase of globalisation was often referred to a ‘coca-colonisation’ and suggested a US bias to the merits of globalised goods and services. Glocalisation has been the recent mantra that suggests that international marketing strategy should reflect the need, in Professor Lynch’s words, ‘global must be made and delivered local.’ A brief look at the various theories of international marketing strategy will be the focus of this second unit.

Watch the following YouTube video by Professor Richard Lynch, a leading academic in the field of international marketing, regarding McDonalds and its global marketing strategy: