International Marketing Essay Example | Topics and Well Written Essays - 3000 words - 3

International Marketing - Essay ExampleOne of the main accusings of the association is to promote healthy food for the betterment of the society and community. Kelloggs food grain is manufactured in much than 20 countries in the world and is marketed in more than 180 countries of the world (Kelloggs, 2013j). The company is headquartered at Michigan and the largest factory is situated in Trafford Park. Kelloggs was formed by W.K. Kelloggs in the year 1906 (Kelloggs, 2013c). Kelloggs maintains a diverse workforce and believes in promoting a healthy work environment (Kelloggs, 2013f) for successful completion and attainment of goals (Kelloggs, 2013d). In the year 2012 Kelloggs was considered as the worlds second largest snack company after Pepsi Co Ltd by acquiring Pringles Potato chips from Procter &Gamble for an amount of $2.7 million (Kelloggs, 2013k). The company has been offered some(prenominal) awards for delivering excellent performance and high quality products like the Top 50 Company for Diversity from Diversity Inc and 100 Best Places to Work from Computer ground (Kelloggs, 2013e). Although, the brand has been successful in selling cereals of varied flavours the company earns majority of its revenue from its core product which is the plain flavoured cereal. Marketing Mix of Kelloggs The merchandising Mix concept of Kelloggs has become one of the most fundamental concepts of selling management. It was essentially claimed by Borden who also named it as Mixer of Ingredients. The essence of marketing mix emerged as an asset of controllable variables also known as tool kit which was basically used to influence customer purchases and behaviour. However, it is observed that companies chiefly use the standardization or adapted version of marketing mix to adapt to the marketing environment (Birnik and Bowman, 2007).The decision to use a standardization or adopted marketing mix is situation specific and should be thoroughly evaluated and assessed for rel evant contingency factors. It is observed that most of US multinational corporations utilize the standardization marketing mix rather than the adopted one. Small and medium enterprises utilize the adopted marketing mix because it serves the purpose of the guide for adapting to the marketing environment. a) Product singularity of the product signifies that the product is dependent on firm and time specific factors. It also signifies that the company alters the core value of the product sometimes with the changing marketing environment (Birnik and Bowman, 2007). Apart from offering cereal in plain and other flavours the company also offers food products like raisin bran, frosted toaster pastries, flatbreads etc (Kelloggs, 2013a). The main objective of Kelloggs is to offer customers a unique breakfast food strand. The plain flavoured cereal is the USP of the product and is offered for the entire mass but the cereal manufactured in varied flavours is a source of additional revenue. Th us, it can be stated that the company follows the standardization product market mix in manufacturing the plain flavoured cereal and the adopted approach in manufacturing its other convenience food. a) Price The price range of Kelloggs varies from product to product but the cereals are moderately priced for the affordability of the customers. However, the prices range of the certain food products like cookies, oatmeal, pastries are high priced for the additional flavouring content put in it.