Introduction to International Marketing Strategy: Unit 1 and 2

Unit 1: An Introduction

In this first unit of the international marketing strategy module we are going to consider exactly what we are talking about when we refer to such phrases as 'globalisation' and 'internationalisation'. In this and the next unit we will consider some of the underlying theories and assumptions upon which this particular field of study is based, before progressing to the more practical applications, such as the actual decision to internationalise or the precise market entry strategy to adopt.

We will also consider the phenomenon of 'glocalisation' (often referred to as 'think globally, but act locally'), where we will consider McDonalds, and other leading brands, and their international marketing strategies.

Overall, this first unit should provide you with some useful learning and the foundations upon which you can progress through the rest of the module.

• Examine the key concepts relevant to the study of international marketing strategy
• Provide an overview of the global marketing environment
• Discuss the phenomenon of 'glocalisation' and its importance in the field of global marketing
• Assess the role of international marketing strategy in the wider context of marketing studies

• Explain the crucial role of international marketing strategy for the international organisation
• Outline and the role of globalisation and glocalisation in the transformation of the global marketing environment
• Identify the role of international marketing strategy in the wider study of marketing

The unit reading considers an introduction to the subject and the differences between SME's and LSE's in their approach to global marketing. Along with watching the videos, students should also read and understand the case studies and particularly Exhibit 1.6 on page 27 of the textbook.

Students should also become familiar with the various reading resources including the Albert Sloman Library and external sources.

Hollensen, S. (2020) Global Marketing. 8th ed. Pearson Education Limited: Harlow. 

• Chapter 1: Global Marketing in the Firm

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: 

https://www.youtube.com/watch?v=v6coDUDCJ10

Additional Reading

• European Journal of Marketing - Available from the e-library
• International Marketing Review - Available from the e-library
• Marketing Magazinehttps://www.campaignlive.co.uk/brand?src_site=marketingmagazine

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.

• Analyse some of the key theories relating to the study of international marketing strategy
• Examine the views of Theodore Levitt and the early perspective on the phenomenon of globalisation
• Assess the importance of the standardisation-customisation debate and consider its relevance to the study of global marketing
• Analyse the importance of glocalisation and the practical implications for the way in which organizations apply their marketing

• Outline the key arguments in the standardisation-customisation debate and weigh up their importance to the contemporary study of international marketing strategy
• Provide an argument for the relevance of a glocalsation approach and its application in the development of an international marketing strategy

Question 1:

The following video is by a leading academic, Professor Richard Lynch, regarding McDonald's approach to both global and local marketing strategy. Take a look at the video and also read Exhibit 1.6 on pages 27 in the Hollensen set text, then address the question listed below:

What does Professor Lynch mean when he states that 'global must be made and delivered local'? And what are the implications for the way in which McDonalds operates its international marketing strategy?

Question 2:

Writing in 1984, the Harvard economist Theodore Levitt argued that globalisation would usher in an era in which homogenized goods were bought in the same way everywhere. Take a look at the copy of his 1984 seminal work in which he first enunciated his theories. Read the article in the Required Reading section (Unit 2) and then discuss how relevant you still consider this viewpoint to be, what is he saying about the process of globalisation? Was Levitt proved right or wrong and why?

• Understand and appreciate the underlying theories of international marketing
• Critically analyse international marketing opportunities

• Your initial posting must respond to the question above in full and be at least 200 words long
• Please try to limit all of your posts to 300 words maximum, so that others may be encouraged to reflect on, and respond to your ideas
• Each discussion lasts for two weeks, across 2 consecutive units
• You are expected to contribute a maximum of ten postings during that period, so you should respond to the postings of the other students several times
• You must complete a summary post at the end of the discussion reflecting on your learning
• Any posts added after the deadline or beyond the allowance of ten posts will not be assessed
• You will be assessed on your contribution to this 2 week discussion at the end of unit 2