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Chapter 9: Pricing for international
markets
Case study: Drambuie, Tyrrells Crisps
Pricing decisions are much more complex
than that of the domestic marketing but
having said that, it is one of the most flexible
elements of the marketing mix as it can
determine an immediate response. Pricing needs to be flexible, especially with
regards to economic uncertainty in the market. It can be changed and adapted
relatively easily. Pricing decisions also need to take into consideration the complex
nature of different markets such as economic development and prosperity, levels of
disposable income, competitor pricing strategies and country infrastructure to name
a few. Pricing decisions need to reflect organisational objectives and what the
company intends to achieve in its international markets such as market share, profit,
return on investment, recuperation of production and research costs and shareholder
value.
