Competing Internationally (Edexcel GCSE Business)
Revision Note
Written by: Steve Vorster
Reviewed by: Jenna Quinn
How Businesses Compete Internationally
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
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