International Business. Marketing policies Essay

International Business. Marketing policies - Essay Example This paper focuses on the International marketing mix for the number one bank in the Netherlands called ABN AMRO. The paper is divided into two sections. The first section speaks about the essential components in a marketing mix and then goes on to compare and contrast the differences in a domestic marketing campaign with that of an international marketing campaign. The second part of the paper focuses on ABN AMRO launching itself and its credit card campaign to be more specific into the growing markets of India. As the international marketing manager in charge of this venture, I focus on the areas and topics which we research, analyse and finally decide upon before venturing into the Indian market. This write up is simple yet interesting, focussing on the differences one has to consider in launching an international campaign from that of a domestic one, and the careful planning and research that needs to be adopted on critical topics so that the launch of ABN AMRO into India would n ot only be popular and successful but also rewarding and provide long term benefits including that of establishing a back office, so that ABN can take advantage of the outsourcing fraternity in India in the long run ahead. International Business (Section: A) ABN AMRO BANK: The merger between ABN BANK and Amro Bank created ABN AMRO Bank on 22 September 1991 in Amsterdam. ABN may not be as popular as the Bank of America or American Express but one only has to walk down the streets of Amsterdam or Rotterdam to be surrounded by the presence of ABN in the form of advertisements, promotions and numerous ATM's located all over the city. In the Netherlands ABN is in your face wherever you may go, for its reputation and brand name is a household name. Having been the domestic marketing manager for ABN in the Netherlands for 7 years and seeing the way the Bank steadily expanded in revenue and brand name had made my role as domestic marketing manager not only remarkably challenging but also tremendously satisfying. With the steady growth and performance year after year, ABN has followed the current trend of business and now looks to spread its international presence and expand its products and services. Keeping this in mind, I was promoted to International marketing manager and asked to spearhead, plan and co-ordinate the International campaign. Marketing Mix: The task is one that is exciting and involves a lot of research and careful planning. Those who are familiar with the rudiments of general marketing theory will know that marketing is far more than selling: profitability and added shareholder value is the ultimate aim of all marketing pursuits. Marketing is a collection of activities, including advertising, public relations and sales promotions, marketing research and new product development, package design and merchandising, personal selling and after-sales service and the determination of selling prices. (R Bennett, J Blythe, H Alder, 2002). The term marketing mix is frequently used to describe the combination of marketing elements applied in a given set of circumstances (Borden, 1965). Although the whole marketing scenario is in many ways different when it comes to the International market, they are in some ways similar to that of the domestic market, because the key areas in both aspects are more or less the same but need to be implemented in a new way. Major components of the marketing mix can be listed under seven headings. (R Bennett, J Blythe, H Alder, 2002). Major Components 1. Promotion: including advertising, merchandising, public relations, and the control and deployment of sales staff; 2. Product: design and