Assignment Sample on C11IM International Marketing

Question   2

Significance of Omni-channel distribution

Omnichannel distribution refers to the one-touch integration between the physical product and the operations across all channels to offer or provide a seamless shopping experience for the customer in the marketplace. As cited by Hole et al. (2019), omnichannel distribution is a system that assists in enabling consumers to complete receiving or purchasing of orders from any channel which are chosen by the customer in the marketplace. Two types of omnichannel distribution that assist the customer in the marketplace are forward distribution systems along with backward distribution systems. Besides, these channels of distribution can be divided based on the 6 basic types to initiate the process of the customers. The six subdivided types buy online, pick up in-store, in-store purchase, home delivery, buy online, drop shipping, drop shipping, ship from shore along with buy online, return in-store.  The significance of the omnichannel in the marketplace is essential as customers prefer omnichannel because delivery is quick and correct along with profit increases and enhances significantly for the businesses in the marketplace (Bai, 2018).

Impact of Omni-channel distribution strategies in an international marketing

There are multiple impacts of omnichannel distribution strategies in international marketing which are based on the advantages and disadvantages of the distribution channel in international marketing. Besides, the pro or advantages of omnichannel in international marketing are:

Offers competitive advantage to businesses in the international marketing

The omnichannel holds on the major component approach which involves promotion and distribution of products and services. These products and services assist businesses or brands to provide a genuinely optimized consumer environment that unites user interactions from traditional methods to modern methods, everything in between the methods. As narrated by Ailawadi and Farris (2017), the distribution channel even provides access to the customer for various products in the marketplace where the consumers are offered multiple options for buying their desirable product from the marketplace and obtains a better and delightful experience with more than one option. Moreover, online and physical presence increases and enhances brand recognition along with loyalty for the particular brand or business.

Provides certain unique consumers experience in the international marketing

The omnichannel distribution strategies offer customer experience for the certain products which are required or needed by the consumer along with customer-centric strategies. As cited by Pascual et al. (2017), this distribution channel assists the organisation is seeking to acquire or obtain cohesive and smooth interaction, irrespective of the device along with the channel used to establish communication with the targeted or existing audience of a company. The omnichannel business ensures the increase in the incentive for the consumers to choose the multiple brands or businesses in the marketplace which offers the companies multiple channels and lead the company to achieve more web traffic which can lead to more in-store sales (Mosquera et al. 2017).

Adoption of omnichannel distribution strategies in an international marketing

Adoption and implementation of omnichannel distribution strategies in international marketing. The omnichannel distribution strategies adoption allows the retailers to accomplish more drive sales and traffic availability along with integrating digital touchpoints. Moreover, the adoption of omnichannel strategies assists the retailer to improve their consumer experience while providing more channels for the consumer purchase based on multiple platforms such as web, mobile and in-store.  As stated by Bai (2018), there are multiple stages which the business must consider for adopting and implementing the omnichannel in their business operations which provide business or brands for continuous improvement. The stages which are required for the implementation are:

Data-driven research: Successful omnichannel marketing entails a deep and close understanding of the target audiences while utilizing data that are essential for the company.

Customer experience: The omnichannel enhances the customer experience which casts a wider network while encompassing both online and offline marketing channels. The interactions which are conducted between the retailer and the consumers are based on a digital platform such as web applications, websites and desktop applications (Pawar et al. 2019).

Creation of responsive web design: The UX designer focuses on the interactive level of site products and interactions where most of the responsive website appears appropriately across every technological platform.

There are other implementation stages such as segment audience, mapping the path to purchase, marketing process, prioritizing customer service, payment process along with encouragement and fostering teamwork.

Question   3

Standardised marketing communication

Standardization refers to a framework of an agreement for all related parties in the organisation or industry. It ensures that the overall processes are associated and involved in the creation of a product or enhancing the performance of a service which are performed with the pre-set rules or guidelines. Moreover, standardization ensures that the final products consist of continuous quality and can draw certain conclusions for comparing the other products or equivalent items in a similar class. As narrated by Lee (2020), standardization assists the organisation to obtain accomplishment while aligning settings based on the pre-set guidelines for producing products or service generation or creation along with specific supports. Additionally, the primary goal of standardization is to enforce a certain level of uniformity and consistency for specific practices and operations within the selected atmosphere.

Standardised communication refers to the effective communication channels with the stakeholders where the main focus is to promote standardization. Standardisation marketing communication is considered as the communication plan which includes multiple different activities and where an effective communication channel is essential for repeating specific messages in various possible ways to the stakeholders. There are various tools and techniques which ensure effective communication such as information materials, dedicated web pages, conferences and seminars, videos along social media (Hajdas et al. 2020).

Significance of standardised marketing communications in the international marketing

The importance of standardised marketing communication in international marketing is explored and identified. Firstly, the importance of standardization in the global market is essential to be considered for the understanding of the importance of standardisation marketing communication in the global market. As narrated by Radomska et al. (2020), standardisation assists businesses or organisations in the global market while providing certain benefits which helps the companies to establish growth and success in the global market. The benefits of standardization in the global market help organizations or businesses to cut costs while lowering the installation cost along with reducing requirements for maintaining large inventories. Additionally, it helps the businesses to lower the maintenance cost which enables and allows companies to obtain certain advantages of economies of scale while purchasing supplies for the company. The standardization process for the companies in the global market obtains help from the approach such as assisting the businesses process to improve entire management along with design with less required customisation. It enables interchangeability features for the components while providing practical applications of professional knowledge for enhancing performance and improving operations (Vieira et al. 2019).

These are benefits that the organisation receives from the standardization approach in the global market hence, the standardization marketing communication assists the companies to establish an effective communication channel with management and the stakeholders. As cited by Ali and Anwar (2021), it assists management in influencing stakeholders to adopt the standardization approach in the business operation for acquiring or obtaining various benefits of standardization.

The ways of standardising marketing communication in international marketing

There are multiple ways of standardizing marketing communication in the global market with the assistance of adoption, standardising the process, people and technologies along with attaining buy-in method. Adaptation of standardising is considered as an effective method for adopting standardising marketing communication in the global market whereas the centralised communication strategies assist the business to balance organisation adeptness for the employee. As stated by Morgan et al. (2018), employees who are entering the workplace while considering the expected degree for adapting the communication culture the company is consisting of. Moreover, internal communication is considered essential along with the client interaction for the organisation in the global market. Standardisation process, people and technologies can be considered as an effective method for adopting standardisation where the people who are entering the organisation are providing proper training of a monitoring framework which can be helpful for the employee to adapt the corporate culture related to communication (Kim and Kumar, 2018).

Based on the above discussion for evaluating the significance, concept and adoption ways of standardising marketing communication in international marketing. Agreed with the statement “Global standardised marketing communications is an effective international marketing strategy” because standardising assists the business in achieving success along with a competitive edge in the global market and is considered an effective strategy for the global player in the global marketplace.

Question 6

Adaptation of Green marketing approaches is necessary for maintaining balance with macro-environmental factors that influence business practices and surroundings. The increasing pollution from supply networks and other business activities is contributing to the growth of global temperature and climate change issues. Corporate social responsibility UN sustainable development goals have highly enforced businesses of the international marketplace to minimise their carbon production for contributing towards environmental protection. Green marketing approaches implementation by organisations in order to practice marketing in International Markets is necessary to maintain business principles.

Green marketing approaches

Green supply network

In the contemporary era, along with the development of technologies and modern marketing strategy MNCs have focused on adopting clean supply networks for maintaining their distribution channel by incorporating sustainability. According to the view of Papadas et al. (2017), electric vehicles that have sodium ions or lithium-ion batteries are utilised for minimising carbon footprint development by supply chain. This green approach has played a significant role in maintaining corporate social responsibility of multinational corporations. Incorporating a green supply network also contributes to the achievement of sustainability goals to reduce the carbon footprint from business activities.

Engagement with green marketing approaches in international marketing is necessary for promoting sustainability and attracting global customers for mentally marketing performances. This process is also necessary for the management of International relations regarding climate treaty agreements (The Paris Agreement, UNFCCC) and other International Environmental Agreements. The approaches of eco-friendly fuel utilisation in the supply network help business organisations in controlling their carbon production annually. As argued by Papadas et al. (2019), the purpose of clean fuel is to support environmental protection activities and maintenance of the legal framework associated with environmental protection.

Reverse logistics approaches

Reverse logistics is one of the innovative strategies used by multinational corporations for the improvement of their international marketing performances. Reverse logistics approaches support recycling programs to a great extent by managing organisational waste properly. In the words of Moravcikova et al. (2017), reverse logistics focuses on the recollection of expired or damaged products from retail stores for recycling. This process plays a significant role in controlling organisational waste and carbon footprint in the international market by recycling problems.

Role of Green approaches in effective international marketing

Green initiative contributes to improving business practices of multinational corporations in the international marketing area but providing maximum attention towards waste management and reducing carbon. According to the view of Chung, (2020), development of innovative green technology helps in ensuring sustainable development by protecting natural resources for future generations with wise utilisation. Apart from contributing to environmental protection incorporating green approaches also contribute to the development of innovative ideas for research utilisation to improve international marketing practices. Development of power through solar, wind or tidal energy reduces the use of fossil fuel that creates carbon dioxide and other harmful greenhouse gases.

Improvisation of customer buying behaviour, development of new markets and rise of job opportunities are also positive impacts of Green marketing. In the words of Sugandini et al. (2020), general awareness programmes initiated by multiple International environmental protection activities change customer buying behaviour significantly. For example, global customers are buying electric vehicles instead of diesel or petrol vehicles to contribute towards environmental protection. Green approaches adaptation by business organisations such as Tesla, Tesco, Tata and other MNC plays a significant role in creating customer awareness towards sustainability.

Green approaches also contribute to the development of new market areas that focus on using eco-friendly products. International companies such as Mark and Spencer, H&M and others focus on developing eco-friendly products by adopting innovative technology and creative ideas for the purpose of developing new sustainable markets. As argued by Chung, (2020), retail organisation bans the utilisation of plastics and replaces their packaging process with eco-friendly fabrics. Growth of job opportunities for people by adaptation of green initiatives is one of the most significant positive outcomes of sustainable development programs. UNDP has taken multiple initiatives by creating jobs and scholarships to motivate people and business organisations to practice eco-friendly approaches. KFC and other fast-food companies have incorporated sustainable development goals of UNDP to contribute to environmental protection with international marketing approaches. KFC has committed towards sustainable packaging globally for the recycling process as a green and approach for improvement of the international marketing practices (Moravcikova et al. 2017).

Based on the discussion, it can be stated that incorporating green approaches in international marketing practices helps in sustainable development. Multinational corporations have adopted a Sustainable approach for reduction of carbon footprint by using green technology for product development and distribution process.

Reference List

Ailawadi, K.L. and Farris, P.W., 2017. Managing multi-and omni-channel distribution: metrics and research directions. Journal of retailing, 93(1), pp.120-135. https://www.sciencedirect.com/science/article/pii/S0022435916300823

Ali, B.J. and Anwar, G., 2021. The Effect of Marketing Culture Aspects of Healthcare Care on Marketing Creativity. Ali, BJ, & Anwar, G.(2021). The Effect of Marketing Culture Aspects of Healthcare Care on Marketing Creativity. International Journal of English Literature and Social Sciences, 6(2), pp.171-182. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3822714

Bai, H., 2018, July. Luxury Fashion Retailers’ Omni-Channel Distribution & Communication Strategies in Mainland China. In Colloquium on European Research in Retailing Proceedings (pp. 120-124). University of Surrey. http://researchonline.ljmu.ac.uk/id/eprint/9510/3/Luxury%20Fashion%20Retailers%E2%80%99%20Omni-Channel%20Distribution%20&%20Communication%20Strategies%20in%20Mainland%20China.pdf

Chung, K.C., 2020. Green marketing orientation: Achieving sustainable development in green hotel management. Journal of Hospitality Marketing & Management29(6), pp.722-738. https://www.emerald.com/insight/content/doi/10.1108/SBR-05-2020-0076/full/html

Hajdas, M., Radomska, J. and Silva, S.C., 2020. The omni-channel approach: A utopia for companies?. Journal of Retailing and Consumer Services, p.102131. https://www.sciencedirect.com/science/article/pii/S0969698919306290

Hole, Y., Pawar, M.S. and Khedkar, E.B., 2019, November. Omni Channel Retailing: An Opportunity and Challenges in the Indian Market. In Journal of Physics: Conference Series (Vol. 1362, No. 1, p. 012121). IOP Publishing. https://iopscience.iop.org/article/10.1088/1742-6596/1362/1/012121/meta

Kim, K.H. and Kumar, V., 2018. The relative influence of economic and relational direct marketing communications on buying behavior in business-to-business markets. Journal of Marketing Research, 55(1), pp.48-68. https://journals.sagepub.com/doi/abs/10.1509/jmr.16.0283

Lee, W.J., 2020. Unravelling consumer responses to omni-channel approach. Journal of theoretical and applied electronic commerce research, 15(3), pp.37-49. https://www.mdpi.com/838530

Moravcikova, D., Krizanova, A., Kliestikova, J. and Rypakova, M., 2017. Green Marketing as the Source of the Competitive Advantage of the Business. Sustainability9(12), p.2218.

Morgan, N.A., Feng, H. and Whitler, K.A., 2018. Marketing capabilities in international marketing. Journal of International Marketing, 26(1), pp.61-95. https://journals.sagepub.com/doi/abs/10.1509/jim.17.0056

Mosquera, A., Pascual, C.O. and Ayensa, E.J., 2017. Understanding the customer experience in the age of omni-channel shopping. Icono14, 15(2), p.5. https://dialnet.unirioja.es/servlet/articulo?codigo=6054345

Papadas, K.K., Avlonitis, G.J. and Carrigan, M., 2017. Green marketing orientation: Conceptualization, scale development and validation. Journal of Business Research80, pp.236-246. https://www.sciencedirect.com/science/article/pii/S0148296318303217

Papadas, K.K., Avlonitis, G.J., Carrigan, M. and Piha, L., 2019. The interplay of strategic and internal green marketing orientation on competitive advantage. Journal of Business Research104, pp.632-643. https://www.sciencedirect.com/science/article/pii/S0148296321003520

Sugandini, D., Muafi, M., Susilowati, C., Siswanti, Y. and Syafri, W., 2020. Green supply management and green marketing strategy on green purchase intention: SMEs cases. Journal of Industrial Engineering and Management13(1), pp.79-92. https://www.emerald.com/insight/content/doi/10.1108/MIP-11-2018-0543/full/html

Vieira, V.A., de Almeida, M.I.S., Agnihotri, R. and Arunachalam, S., 2019. In pursuit of an effective B2B digital marketing strategy in an emerging market. Journal of the Academy of Marketing Science, 47(6), pp.1085-1108. https://link.springer.com/article/10.1007/s11747-019-00687-1

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