Competing Internationally (Edexcel GCSE Business)

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Steve Vorster

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 

4-3-3-factors-to-consider-in-global-marketing

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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Steve Vorster

Author: Steve Vorster

Expertise: Economics & Business Subject Lead

Steve has taught A Level, GCSE, IGCSE Business and Economics - as well as IBDP Economics and Business Management. He is an IBDP Examiner and IGCSE textbook author. His students regularly achieve 90-100% in their final exams. Steve has been the Assistant Head of Sixth Form for a school in Devon, and Head of Economics at the world's largest International school in Singapore. He loves to create resources which speed up student learning and are easily accessible by all.

Jenna Quinn

Author: Jenna Quinn

Expertise: Head of New Subjects

Jenna studied at Cardiff University before training to become a science teacher at the University of Bath specialising in Biology (although she loves teaching all three sciences at GCSE level!). Teaching is her passion, and with 10 years experience teaching across a wide range of specifications – from GCSE and A Level Biology in the UK to IGCSE and IB Biology internationally – she knows what is required to pass those Biology exams.