International marketing JUNE 2025

Description

International Marketing

Jun 2025 Examination

 

 

Q1. How does a firm’s global marketing strategy (GMS) enhance its worldwide performance? You must select one ogrganization which has grown from local to global and for each points of enhancement you narrate contributing in their worldwide performance, you must include the example linked with this organization chosen by you. (10 Marks)

Ans 1.

Introduction

In today’s interconnected global economy, a firm’s ability to expand beyond domestic borders determines its long-term growth and competitiveness. Global Marketing Strategy (GMS) enables companies to navigate diverse international markets by aligning their marketing mix—product, price, place, and promotion—with regional needs while preserving brand consistency. Effective GMS involves standardization, adaptation, segmentation, and leveraging competitive advantages globally. Starbucks, once a local Seattle coffeehouse, has emerged as a global brand, recognized and loved across continents. Its success is a direct result of a well-executed GMS, blending localized customer experiences with

 

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Q2. Explain  the  different  management  orientations  (ethnocentric,  polycentric, regiocentric, and geocentric) and their impact on global marketing strategies. Pleae support your explanation with relevant example that gives clear understanding. (10 Marks)

Ans 2.

Introduction

Global businesses often encounter diverse markets, cultures, and consumer behaviors. To effectively navigate this diversity, international firms adopt specific management orientations that guide their global marketing strategies. These orientations—ethnocentric, polycentric, regiocentric, and geocentric—reflect how companies view foreign operations in relation to their home base. Each orientation influences decision-making, marketing practices, organizational structure, and the extent of product adaptation or standardization. Understanding these orientations

 

Q3(A). McDonald’s boasts a massive global presence, operating approximately 42,000 restaurants across 119 countries as of 2023, with the US being their largest revenue generator. Approximately more than 90% of McDonald’s restaurants are franchised, which contributes to its rapid global expansion.

McDonald’s when originated had maximum of non-vegetarian menu but in India you see a long list of vegetarian items on their menu. McDonalds has retained certain communication aspects uniform across various countries where they are present. Question : Evaluate the challenges and benefits of using a global versus localized advertising approach. Your answer must substantiate what is written by including relevant eample in brief. (5 Marks)

Ans 3a.

Introduction

In international marketing, companies face the critical decision of whether to standardize advertising globally or adapt it to local cultures. This decision influences brand perception, cost efficiency, and customer engagement. McDonald’s, a global fast-food leader, offers a strong example of balancing global and localized advertising. While maintaining a unified brand identity worldwide, it customizes

 

Q3(B). McDonald’s boasts a massive global presence, operating approximately 42,000 restaurants across 119 countries as of 2023, with the US being their largest revenue generator. Approximately more than 90% of McDonald’s restaurants are franchised, which contributes to its rapid global expansion.

McDonald’s when originated had maximum of non-vegetarian menu but in India you see a long list of vegetarian items on their menu. McDonalds has retained certain communication aspects uniform across various countries where they are present.

Question: Evaluate the impact of global market participation on a company’  competitive advantage by specifically highlighting India based initiatives. (5 Marks)

Ans 3b.

Introduction

Participation in global markets allows companies to diversify operations, access new customer segments, and gain strategic advantages. McDonald’s global expansion into India exemplifies how localization and strategic adaptation can enhance a firm’s competitive edge. With unique cultural and dietary landscapes, India required a highly customized business model. By modifying its product offerings, supply chain strategies, and marketing communications, McDonald’s created a strong competitive position in a market once considered