Produce a critical evaluation of how the marketing mix is applied to a range of international contexts.

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The market is always a very complex area, so to the local market and international market. There will be different risks and chances that including in the international market, there will also many unexpected and unpredictable in the international market, there will be a sudden success or sudden failure when doing business in the international market. However, there else have many enterprises that go in front, engage in the international market to pursue Higher profit and expanding of the market and business. Here let use the Mydin company as an example to implement the marketing 4p in the international context.

After a long time in the history of the international market, there comes the creation of the theory of the marketing mix. It can be divided into 4 p which are the promotion, product, place, and price. As well, Mydin should focus on the chosen place first. When doing business in the international market, the place is a very important factor that brings a huge impact on the business. The place is referring to the places that communicate with the consumer and give convenience to the customer. Simply said, places in the marketing mix is mean where you are doing the business, where can the consumer find you for services and access to the business. However, Places is Not only the places the consumer access to the business, but it also plays another important role especially in international Business. For example, the places will influence the supplier's choosing, schedule implementation, transportation choice, inventory, and So on. But the most important about the place when enterprises decide to engage in the international market is the entry mode which will also influence the places. For example, of entry mode such as the greenfield Project which enables the most freedom to build the business, brownfield Project, franchising or Licensing, and So on. Other than that, Mydin will be suggested to focus on promotion which is also one of the marketing mixes. When it comes to promotion, you must mention advertising. Promotion can also define as the communication of the enterprises with the consumer. Which channel should be used to advertise, is it from the internet, direct mail, television, newspaper and so on. How often should do advertising? What language, what culture should be adapted So the target consumer can understand what message you want to pass to them. (Bradley, 2014)

The next marketing mix that Mydin should focus on was the product. Product is the main core of the business. It used to satisfy the needs and wants of the consumer. This means that consumer hope is important. Based on consumer wants, based on their culture, language, faces, and more Characteristics to decide the adaptation of the product. We especially need to pay attention to two-point which Are the physical appearance and the labeling of the product. Physical look such as the red and gold color is the preferred color of the Chinese people in China. For labeling is to give necessary information to the consumer for safety use So it must be clear with suitable language for users to understand. Other else, the product is also related to branding, packaging, guarantees, and warranties, and So on. The last element of the marketing mix that Mydin should focus on in the international market is the price. Price is an important Factors that influence the purchase intention and it has shown how much Value consumer willing to pay for the product. This was related to the buying power and income group of the consumer and it normally is controlled by the economy of the country’s development. If the price set up too high it will stop many consumers at the gate, this was good for popular branding for specialty goods, but it was a taboo for convenience goods. This has shown that the importance of the price in the international market, how was the buying power of the target market will straight influence the sales of the product. There also be two pricing strategy may use in the international market which is market penetration and market skimming. It should be decided by the Characteristics and the cost of the product. For example, if the product was a specialty good and it was just one or a few same products at the international target market, the enterprises can use the market skimming strategy to earn more profit before other competitors come in.

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