International Marketing Through Local Cultural Strategies

The past two centuries have recorded a significant growth of multinational firms worldwide, as thousands of companies are increasingly turning towards international marketing. Several reasons are tied to the increasing rate of internationalization of firms. Firstly, internationalization and global marketing give the company’s operational advantages – it makes it possible to maintain the prices of products low and attractive for many consumers globally. Secondly, companies always intend to create their image everywhere. According to Cateora et al. (2015, p.103), the key justifications for international marketing is “spending less expense and making more profit.”

Problem Statement

Values and cultures are important facets of marketing that substantially influence the implementation of both local and global marketing strategies adopted by companies, as well as the possible success of the strategies. For instance, it is paramount that a company engaging in international marketing must study and gain adequate insights about the cultures and values of the market niche targeted by the company before offering a product or service to them (De Mooij, 2015, p. 653).

Besides, understanding consumers’ values, which is a local marketing strategy, is fundamental in international marketing. This is because every marketing promotion done globally must be able to promote the products that satisfy the needs of different cultures within the international market (Cateora et al., 2015, p.105). In close connection to the claim, recent studies have explored and present elaborate information explaining the need for international marketing to be an integral element of all the social program design and delivery while focusing on achieving a social good in the process of marketing (French and Gordon, 2019, p. 266). In this regard, it is imperative that the process of product or service promotion in the global markets also communicates the specific features of the services and products to customers and specify how they influence or satisfy their cultural values.


Purpose of the Study


The key purpose of the study is to map the solutions for both cultural and political challenges affecting international marketing. Achieving the purpose entails extensive exploration and examination of the different companies carrying out successful marketing through local strategies and. Exclusively, the research seeks to conduct case studies on ten key companies operating in Saudi Arabia to acquire details about the firms’ marketing strategies and how they implement the strategies with respect to culture and values. The purpose will follow the guide of the following key objectives and questions.


Objectives of the Study


Main objective:

The main objective of the thesis is to examine the impacts of market culture on strategies and the effective approach in the cultural market.

Minor objectives

Minor objectives included the following:

  • To find out the different strategies used in international marketing.
  • Exploring the varied customer cultures and values influencing international marketing.
  • Determine how cultures and values of customers affect the success of dominant international marketing approaches.
  • To establish a suitable marketing approach in an International cultural market

International Marketing Research Questions

  • What are the dominant approaches in international marketing?
  • How do different cultures and values of customers influence the implementation and success of the approaches in the international market?
  • Which are the common values and cultures that shape the adoption of these approaches?
  • Most importantly, which are the most effective strategies that should be considered in the Saudi Arabia market?

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