why is it important to study international marketing

Market orientation is a methodology of business which emphasize on recognizing as well as fulfilling the wants and demands of its consumers. It is company reaction towards the customers. It is an approach that emphasis on delivering the products designed appropriately to meet the needs or requirements of customers.

Unilever Global is a company dedicated to producing quality and nutritionally balanced foods to indulgent ice creams, affordable soaps, luxurious shampoos and everyday household care products. They also produce world-leading brands which include Lipton, Knorr, Dove, Axe, Hellmann’s and Omo, alongside trusted local names such as Blue Band, Pureit and Suave. Furthermore, Unilever Global is one of the world’s leading fast-moving consumer goods companies with products sold in over 190 countries. Arguably, more than 2 billion consumers worldwide use a Unilever product on any given day. According to its website, the vision of Unilever is “to make sustainable living commonplace place, working to create a better future every day,

Unilever believes in the sustainable growth and use of renewable sources of energy. It is also very watchful of employee health and has managed to bring down its accidental rate by a high margin. Unilever’s vision includes a better way for living for its consumers and better use of the products that they use. It maintains a high standard of its products by following stringent standards which helps in maintaining consumer satisfaction. Over the years, after working for different social projects like Water conservation and Food for all, it has grown its image as a socially aware and responsible

This essay will start to explore and define the meaning of customer orientation in depth. The marketing concept and the marketing mix will help discover after what it means to be a customer focused firm. This will occur through the scrutiny of the term in respect to product, price, place and promotion.

For a business to be successful and have a competitive advantage, it is important to evaluate the company’s resources and capabilities (Pitt & Koufopoulos, 2012). Resources in a company are the productive assets owned (tangible or intangible) whereas capabilities are what the company can do with this (Grant, 2010). “Establishing competitive

Thinking in terms of the market (not marketing) is essential in the highiy competitive arenas of today,

Competitive advantage depends on the firms capabilities, which are linked to the firm’s resources. To stand apart and differentiate itself

This essay will look at the two marketing techniques an organisation can follow these include; marketing orientation, which would mean that companies focus is on their consumers and the activity in the market, they will look at what the currents demands are and focus their product/service around this, most companies which provide a service will follow this method as their business model will typically be around a meeting a customer’s needs to generate business and new leads via marketing that meets the wants of what the consumers are looking for. The second method is product orientation; this is a business approach or philosophy in which whatever a company makes or supplies is the focus of the management 's attention. Companies who deliver food products may fall under product orientation as the focus may only be on creating a quality product which would then sell itself to the customers. These twp methods are aurgualbly oppositive ends of the spectrum and the focus of this report will be to take a deeper look into each of these models, highlighting th advantages and disadavatages of both, also looking at what steps a business will take to ajust their orientation.

Strategic capabilities are those capabilities of an organisation which provides competitive advantages with competitors and ensures its long term survival on marketplace. Resources are the tangible and non tangible asset of an organisation and competencies are the capabilities and skills that organisation uses to utilize its assets effectively and efficiently

Unilever is a global giant whose products are available the world over. However, the brands under the Unilever flag appeal to the Sri Lankan consumer not because of their international acceptance and recognition, but because these brands cater to their habits and lifestyles. Communications at Unilever Sri Lanka are tailored with the Sri Lankan consumer in mind, and Ms. Silva stated that the company encourages its employees to consider the consumers as the priority in their daily operations.

According to Voon (2006), the organization who has provide services without doing much research through market orientation has less impact on customer satisfaction and customer loyalty as compare to the organizations who provides service-driven market orientation. Another researcher also deduce that the there is always very strong relationship between market orientation and service quality. The company which provides their services to the customers after doing proper market orientation, their performance in the market will improve and the company earns huge reputation among the

C. Resources and Capabilities as the Foundation of Competitive Advantage. One of the most important aspects of identifying resource strengths and capabilities has to do with a company’s competence level in performing key pieces of its business.

Businesses can develop new products based on either a marketing orientated approach or a product orientated approach. According to Jaworski and Kohli (1993), marketing orientation is ‘the organization-wide generation of market intelligence pertaining to current and

Capabilities mean how the company mixes and utilizes all assets to bring the best product offered. These capabilities summarize in company 4Ps, which are listed as below:

With 400 brands spanning 14 categories of home, personal care and foods products, no other company touches so many people 's lives in so many different ways. 150 million times a day, someone somewhere chooses a Unilever product. From feeding one‟s family to keeping one‟s home clean and fresh, Unilever brands are part of everyday life. Unilever‟s mission is to add Vitality to life. It meets every day needs for nutrition; hygiene and personal care with brands that help people look good, feel good and get more out of life