Presentation

On

ALLEN AND HANBURYS LTD

PRESENTED BY
NAME
ID
TABLE OF
CONTENTS
• Company Profile

• Key Products and Services

• Introduction to International Business

• The Local vs The Global Marketing

• The Marketing Mix

• International Marketing Approaches

• Marketing Orientations of International Marketing

• Ways to Asses Competitors

INTRODUCTION TO INTERNATIONAL BUSINESS
• The word "international business" refers to the international
purchase and sale of products and services.

• Countries once separated by physical distances and

economic and social divisions are growing closer
together.

• WTO played a significant role in the expansion of International

Business
 Type of the Company Major Keyworks
Allenburys Glycerine Pastilles and eighty
other varieties of medicinal and crystalline
Pharmaceuticals pastilles.
First-ever Cod Lever Manufacturer

ALLEN AND
HANBURYS LTD
Products Foundation
Blackcurrant Pastilles
Infant formula, Dietetic products, Founded by Silvanus Bevan
Medicinal pastilles, Malt preparations, in 1715 in England
and Galenical preparations
THE LOCAL VS GLOBAL MARKETING
• Local marketing refers to marketing efforts targeted at a
specific geographic area, such as a city or region.

• Local marketing allows companies to tailor their marketing

mix.

• Local marketing can increase the relevance and effectiveness of

marketing efforts.
THE LOCAL VS GLOBAL MARKETING
• Global marketing refers to marketing efforts targeted at
customers on a global scale.

• Global marketing, allows companies to leverage

economies of scale by using a standardized marketing mix
across multiple markets.

• Globally standardized products are highly demanding in

the market.
THE MARKETING MIX

• Product: The product component of the marketing mix

refers to the product or service being offered.

• Promotion: The price component of the marketing mix

refers to the cost of the product or service and includes
factors such as discounts, financing options, and payment
terms.
THE MARKETING MIX

• Price: The place component of the marketing mix refers to

the distribution channels used to get the product or service
to the customer.

• Place: The promotion component of the marketing mix

refers to the marketing and advertising efforts used to
communicate the product or service to potential customers.
 INTERNATIONAL MARKETING APPROACHES
• Multinational Company

• Global Company

• Transnational Company

• Multidomestic Company

Allen and Hanbury Ltd. Chooses Multinational strategy

MARKETING ORIENTATIONS OF INTERNATIONAL MARKETING

• Ethnocentric Approach

• Regio-centric Approach
MARKETING ORIENTATIONS OF INTERNATIONAL MARKETING

• Geocentric Approach

• Polycentric Approach

• Allen and Hanbury Ltd. Chooses Ethnocentric

Approach
WAYS TO ASSESS COMPETITORS

• Market Research

• Competitor Analysis

• SWOT Analysis

• Customer Feedback

• Online Visibility
WHICH AN ORGANIZATION SHOULD ADOPT (LOCAL VS
GLOBAL APPROACH)?
The context and conditions in which an organization should choose a global or local
strategy can be questioned in a number of ways, including:

• Cultural Differences

• Market Maturity

• Consumer Behaviour

• Resource Restraints
THE LIMITATIONS AND BENEFITS OF VARIOUS MARKETING
APPROACHES AND COMPETITOR ANALYSIS
Global Marketing Approach:
Advantages:

• Cost Savings

• Brand Uniformity

• Single Market Strategy

Limitations:

• Culturally Insensitive

• Ineffective Universal Strategy

• Possibility of alienating local clients

THE LIMITATIONS AND BENEFITS OF VARIOUS MARKETING
APPROACHES AND COMPETITOR ANALYSIS
Local marketing approach:
Advantages:

• Ability to adapt marketing activities

• Increased client interaction

• Enhanced brand image

Limitations:

• Expensive

• Challenging

• Conflict potential
THE LIMITATIONS AND BENEFITS OF VARIOUS MARKETING
APPROACHES AND COMPETITOR ANALYSIS
Transnational marketing approach:
Advantages:

• The balance between standardization and

customization

• Enhanced customer engagement

• Savings in certain sectors

Limitations:

• Comparatively difficult

• The conflict between global and regional

marketing
THE LIMITATIONS AND BENEFITS OF VARIOUS MARKETING
APPROACHES AND COMPETITOR ANALYSIS
Competitor analysis:
Advantages:

• Enhanced comprehension of rival strategy, market share, and behavior

• The capability of making marketing selections

• The capacity to adapt to competitor actions

Limitations:

• Time-intensive and resource-intensive

• Reliance on secondary information sources

• Risky
REFERENCES
• Aaker, D.A. (2011). Brand relevance making competitors irrelevant. San Francisco, Calif. Wiley.
• Adams, V. (2017). Global Vs. Local Marketing. an Analysis of the Usefulness for Global Companies. Grin Publishing.
• Albert Wesley Frey (2018). The Effective Marketing mix; Programming for Optimum Results. Hanover, N.H.] Amos Tuck
School Of Business Administration.
• Bennett, R. (2019). International business Principles. London: Financial Times Management.
• Bowman, D. (2014). Market Response and Marketing Mix Models : Trends and Research Opportunities. Boston: Now.
• Czinkota, M.R., Ronkainen, I.A. and Moffett, M.H. (2014). International Business. Hoboken (N.J.): Wiley.
• Johansson, J. (2011). Global Marketing: Foreign Entry, Local Marketing, and Global Management. McGraw-Hill/Irwin.
• Majaro, S. (2014). International marketing : a strategic approach to world markets. London: Routledge.
• Malhotra, N.K. (2019). Marketing research : an applied orientation. Harlow, England Pearson.
• Malhotra, N.K., Nunan, D. and Birks, D.F. (2020). Marketing Research : an Applied Approach. 6th ed. Harlow, England ;
New York: Pearson.
• MedicinesUK (2020). All Medicines for Allen & Hanburys Ltd - (emc). [online] www.medicines.org.uk. Available at:
https://www.medicines.org.uk/emc/company/5#gref [Accessed 6 Feb. 2023].
• Sood, S. (2016). Brand Equity and the Marketing Mix : Creating Customer Value. Cambridge, Mass.: Marketing Science
Institute.
THANK YOU