International Marketing Case Study

International marketing challenges: The issues faces by organizations by using standardized marketing strategy across culture Marketing is the principle which connected to people’s daily life. In the past, marketers defined marketing as the concept of selling by telling benefits of products (Kotler & Armstrong , 2004). In the recent years, there has been a particular alteration on this principle. Kotler (2005) claims that “Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit”. Marketers focused mostly on added value to product that could meet’s customer expectation in domestic market (Kotler & Armstrong , 2004). Then, as the world is associated from country to country by technology, marketers see the world as a single market. (Heerden & Barter, 2008). It could be good opportunity for international companies to expand their product across countries to achieve financial goal and gain acceptability of branding (Heerden & Barter, 2008).Therefore, international marketing is a crucial role that apply to foreign market to understand the

Firstly, the countries that have a similar culture value do not need to adapt marketing strategies. Because they could understand product value by using the same strategy (Jeannet & Hennessey, 2004). Secondly, some of product could not effect on decision such as airline flight and computer (Doole & Lowe, 2004). Lastly, the megabrand which have a strength on product value might not have to adjust their product to countries (Mooij, Global marketing and advertising Understanding Cultural Paradoxes, 2005). For instance, Apple which have core value on identity of product and design. Most of consumer purchase this brand to represent themselves. Thus, Apple could use the same product design, brand to broadcast in every market. (