Competing Internationally (Edexcel GCSE Business)

• The use of the internet and e-commerce has transformed the way businesses compete internationally
• Companies can now reach global customers and sell products/services through online platforms e.g Asos plc sells in almost every country in the world
  
  

Changing the Marketing Mix to Compete internationally

• The marketing mix is the set of controllable marketing tools that a company uses to promote its brand or product in a market
  • It consists of the four Ps - product , price , place , and promotion
    
    
• Businesses have to adapt the marketing mix to a new overseas market ensure the success of the product/service
  
  
• Businesses need to take into account the different cultural behaviours and customs when operating in overseas markets
  • E.g. In India, beef and pork are not consumed for religious reasons. Fast food outlets have adapted their menu to take this into consideration 
  • E.g. In the United Arab Emirates there are rules around the consumption of alcohol that businesses need to adhere to 

Considerations for Businesses when adapting their marketing mix to compete internationally
 

• Unintended meanings can arise when businesses use images, symbols, or language that have different connotations in different cultures
  • E.g. The colour white symbolises purity and innocence in Western cultures, but it represents death and mourning in some Asian cultures
     
• Businesses must ensure that their marketing messages are translated accurately and appropriately
   
• This involves understanding language nuances and idioms
  
  • E.g. When KFC entered the Chinese market, it translated its slogan "Finger-Lickin' Good" into Chinese as "Eat Your Fingers Off", which had negative connotations in the Chinese culture