International vs Domestic Marketing
Table of Contents
International Marketing vs Domestic Marketing: A Comprehensive Analysis with Tumandok Crafts Industries as a Case Study
Marketing strategies vary widely depending on the geographic scope and target audience of a business. Two fundamental approaches are international marketing and domestic marketing, each with distinct characteristics, challenges, and areas of focus. This article explores these differences in detail, using Tumandok Crafts Industries (TCI)—a Philippine-based eco-enterprise—as a practical example to illustrate how a company can successfully operate in both domestic and international markets.
Understanding International Marketing and Domestic Marketing
International Marketing refers to marketing activities conducted across national borders. It involves promoting and selling products or services in multiple countries, requiring adaptation to diverse cultures, languages, legal systems, and economic environments. The goal is to expand the company’s reach globally, tapping into new markets and customer segments.
Domestic Marketing, by contrast, focuses on marketing within a company’s home country. It targets consumers who share a common culture, language, and regulatory framework. The objective is to optimize brand presence and sales within this familiar environment.
Mastery of both domestic and international marketing enables companies to thrive locally and globally, fostering cultural pride and economic opportunity through responsible and innovative business practices.
Tumandok Crafts Industries: A Dual Approach | International Marketing and Domestic Marketing
Tumandok Crafts Industries, based in Bacolod City, Negros Occidental, Philippines, exemplifies a company that balances both domestic and international marketing efforts. Founded with a mission to preserve nature by using sustainable indigenous materials such as bamboo, banana bark, seashells, and recycled glass, TCI produces handcrafted home furnishings, decorative lamps, vases, and jewelry boxes.
- Domestic Marketing: TCI actively markets its products within the Philippines, participating in local fairs and selling through its showroom in Bacolod City, as well as through other domestic channels.
- International Marketing: Simultaneously, TCI exports its eco-friendly handicrafts to foreign markets and participates in international trade fairs, showcasing Filipino indigenous craftsmanship to a global audience.
TCI competes with both local handicraft producers in foreign markets and other international exporters of eco-friendly products, requiring continuous innovation and quality assurance.
Areas of Focus in International Marketing
International marketing requires a multifaceted approach to address the complexity of multiple markets. Tumandok Crafts Industries’ experience highlights key areas of focus:
- Market Research and Segmentation
TCI researches to understand different international markets’ preferences for eco-friendly and artisanal products. They segment markets based on cultural appreciation for sustainable crafts, purchasing power, and regulatory environments. - Cultural Adaptation and Localization
While TCI’s products reflect Filipino indigenous culture, the company adapts its marketing messages and product presentations to resonate with diverse international audiences. For example, packaging and promotional materials are tailored to suit foreign languages and cultural expectations. - Regulatory Compliance
Exporting requires compliance with the import regulations, safety standards, and customs procedures of various countries. TCI ensures its products meet these requirements, facilitating smooth entry into global markets. - Global Branding and Positioning
TCI balances its identity as a Filipino indigenous crafts brand with the universal appeal of sustainability and artisanal quality. This dual positioning strengthens its brand both domestically and internationally. - Distribution and Logistics
Managing international shipping and distribution channels is critical. TCI partners with logistics providers experienced in handling delicate handcrafted goods to ensure timely and safe delivery. - Pricing Strategies
Pricing for international markets takes into account currency exchange rates, tariffs, and local competitor pricing, ensuring competitiveness without compromising quality. - Competitive Analysis
TCI competes with both local handicraft producers in foreign markets and other international exporters of eco-friendly products, requiring continuous innovation and quality assurance.
Areas of Focus in Domestic Marketing
Within the Philippines, Tumandok Crafts Industries concentrates on these domestic marketing priorities:
- Consumer Behavior and Preferences
TCI leverages deep knowledge of Filipino consumers’ appreciation for indigenous materials and eco-conscious products. This understanding informs product design and marketing campaigns. - Market Segmentation
The company targets urban centers such as Bacolod and Manila, where demand for artisanal and sustainable home décor is increasing. - Regulatory Environment
Operating domestically allows TCI to navigate a single set of business regulations, facilitating smoother operations and marketing compliance. - Brand Positioning
TCI emphasizes its roots in Filipino culture and environmental stewardship, appealing to national pride and social responsibility. - Distribution Channels
The company uses local retail partnerships, direct showroom sales, and participation in domestic fairs and markets to reach customers. - Pricing
Domestic pricing reflects local economic conditions and consumer purchasing power, ensuring affordability without sacrificing craftsmanship. - Promotion
TCI actively participates in local trade fairs and community events to build brand awareness and customer loyalty.
While TCI’s products reflect Filipino indigenous culture, the company adapts its marketing messages and product presentations to resonate with diverse international audiences.
Key Differences Illustrated by Tumandok Crafts Industries | International Marketing and Domestic Marketing
| Aspect | Domestic Marketing (TCI Example) | International Marketing (TCI Example) |
|---|---|---|
| Geographic Scope | Focus on the Philippines, especially Bacolod and Manila | Exporting to multiple countries and participating in global fairs |
| Cultural Complexity | Marketing aligned with Filipino cultural values and language | Adapting messages for diverse cultures and languages |
| Market Research | Understanding local consumer trends and preferences | Researching foreign market demand for eco-friendly crafts |
| Regulations | Compliance with Philippine business and trade laws | Navigating import/export laws and standards of various countries |
| Brand Strategy | Emphasizes Filipino indigenous heritage and sustainability | Balances global eco-conscious branding with local cultural identity |
| Distribution | Local retail, showroom sales, and domestic fairs | International shipping logistics and partnerships |
| Pricing | Competitive pricing for Filipino consumers | Adjusted pricing for tariffs, currency exchange, and foreign competition |
| Promotion | Local advertising, events, and community engagement | Participation in international trade shows and global marketing campaigns |
| Competition | Competes with local handicraft producers | Faces competition from global eco-friendly craft exporters |
Strategic Insights from Tumandok Crafts Industries’ Experience
- Resource Allocation:
TCI invests in product innovation and design consultancy through partnerships with organizations like the Department of Science and Technology (DOST) to enhance product appeal both domestically and internationally. This dual investment supports growth in both markets. - Risk Management:
While domestic operations benefit from cultural familiarity and regulatory stability, TCI mitigates risks abroad by carefully selecting export markets and adhering to international standards. - Brand Consistency and Adaptation:
TCI maintains a consistent brand identity rooted in Filipino indigenous craftsmanship and environmental responsibility, while customizing marketing approaches to suit each market’s unique cultural context. - Market Entry and Expansion:
TCI’s participation in both domestic and international fairs exemplifies a hybrid market entry strategy, allowing direct engagement with customers and buyers in diverse settings.
Conclusion | International vs Domestic Marketing
The case of Tumandok Crafts Industries vividly illustrates the distinctions and complementarities between international and domestic marketing. Domestic marketing enables TCI to strengthen its connection with Filipino consumers by highlighting its cultural heritage and sustainability within a familiar regulatory and economic framework. Meanwhile, international marketing challenges the company to adapt to diverse markets, navigate complex logistics, and position its brand globally while preserving its indigenous identity.
Businesses aiming for sustainable growth can learn from TCI’s approach: leveraging strong domestic foundations while strategically expanding internationally. Mastery of both domestic and international marketing enables companies to thrive locally and globally, fostering cultural pride and economic opportunity through responsible and innovative business practices.
This comprehensive analysis not only clarifies the theoretical differences between international and domestic marketing but also grounds them in the real-world experience of Tumandok Crafts Industries, a shining example of Filipino entrepreneurship and cultural preservation in the global marketplace.
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Tracy Billanes : Assignment #2
1. What are the main differences between international marketing and domestic marketing as described in the article?Domestic marketing sticks to local culture and rules; international marketing adjusts products, prices, and promotions for other countries.
2. How does Tumandok Crafts Industries (TCI) adapt its marketing strategies when operating in international markets compared to domestic markets? TCI tweaks packaging, pricing, and ads for each country and joins global trade fairs to attract more buyers.
3. What are some of the key challenges TCI faces when exporting its products abroad, and how does it address these challenges? Export rules, fragile shipping, and competition are challenges; these are handled with research, trusted shipping, and fresh designs.
4. In what ways does TCI leverage its Filipino cultural heritage and sustainability practices in both domestic and international branding? TCI highlights local materials and eco-friendly processes to show Filipino identity and stand out worldwide.
5. How does TCI conduct market research and segmentation for its products in foreign markets? TCI studies buyer needs, spending, and local rules, then segments markets for better targeting.
6. What role do local and international trade fairs play in TCI’s marketing and expansion strategies? Trade fairs help build the brand and connect with new buyers and partners locally and abroad.
7. Based on the article, what lessons can other businesses learn from TCI’s approach to balancing domestic and international marketing efforts?Focus on a strong local base, adapt for global needs, keep cultural identity clear, and keep improving products.
1. What are the main differences between international marketing and domestic marketing as described in the article?
The main difference between domestic marketing and international marketing is that domestic marketing stays only within a company’s home country, where there is a shared cultural-linguistic environment. whereas international marketing involves promoting and selling products across different countries with diverse cultural-linguistic and customs. Domestic marketing is simpler, as it deals with a single national legal regulatory framework. On the other hand, international marketing is more complex, requiring businesses to adapt and master multiple laws, safety standards, currencies, branding, pricing, and logistics that suit various foreign markets. Tumandok Crafts Industries (TCI) demonstrates these distinctions by managing its marketing differently for Filipino and foreign customers.
2. How does Tumandok Crafts Industries (TCI) adapt its marketing strategies when operating in international markets compared to domestic markets?
TCI changes its marketing strategies for international markets by modifying its product presentations, packaging, and promotional materials to suit to cultural-linguistic expectations of other countries. While the TCI products remain anchored in Filipino culture and sustainability, the company ensures that these values are communicated in a way that appeals to international customers. For example, TCI promotes its content for every market and changes its branding to align with overseas customers’ interests. It also adheres to numerous import regulations and safety standards, which differ from country to country. In the Philippines, TCI relies on its local distribution and culture, and the company works with experienced logistics providers to safely and efficiently transport products overseas.
3. What are some of the key challenges TCI faces when exporting its products abroad, and how does it address these challenges?
TCI faces a variety of challenges when exporting products, including complying with varying international rules and regulations, managing logistics, handling handcrafted items, and navigating tariffs, exchange rates, and global competition. To solve these issues, TCI researches the regulatory requirements of each target country to ensure its products meet the standards. For shipping, the company works with logistics providers who are experts in handling delicate items to reduce the risk of damage during delivery. Additionally, TCI considers international pricing factors, such as currency exchange rates, and sets prices for foreign markets. To stay competitive, the company continuously improves its products through collaborations with design consultants and government agencies like the Department of Science and Technology (DOST).
4. In what ways does TCI leverage its Filipino cultural heritage and sustainability practices in both domestic and international branding?
Filipino cultural heritage incorporates its branding by TCI using local resources such as bamboo, banana peel, seashells, and recycled glass. These features appeal to local customers who value cultural identity and environmental stewardship. Internationally, TCI employs the same cultural foundation but in a different way that emphasizes sustainability and handcrafted excellence, both of which are internationally recognized. This dual approach enables TCI to maintain its brand consistency while appealing to diverse consumers. The firm portrays itself as a guardian of Filipino tradition and environmental concern, which intensifies its identity and market appeal both locally and internationally.
5. How does TCI conduct market research and segmentation for its products in foreign markets?
TCI conducts market research to determine which countries where there is a demand for eco-friendly and handmade items. It divides these international markets based on factors such as their cultural preferences for artisanal goods, consumers’ purchasing power, and the ease of regulatory compliance. Through participation in international trade fairs and observation of foreign market trends, TCI learns insights about consumer behavior and preferences. This information enables the firm to adjust its products and marketing strategies to align with each specific market segment to ensure relevance and competitiveness globally.
6. What role do local and international trade fairs play in TCI’s marketing and expansion strategies?
TCI’s marketing strategy relies on trade fairs, which serve as forums or platforms for brand promotion, market research, and direct customer involvement. TCI participates in trade shows and community activities to raise brand awareness and connect with Filipino consumers. These events allow the company to collect feedback and test new goods. International trade fairs provide an opportunity for companies to present their products globally, develop commercial partnerships, and enter new markets. They enable TCI to know about cultural preferences and establish itself as a renowned exporter of eco-friendly products, making trade fairs a key element of its growth plan.
7. Based on the article, what lessons can other businesses learn from TCI’s approach to balancing domestic and international marketing efforts?
TCI’s strategy can teach other businesses several valuable lessons. First, establishing a solid domestic foundation is crucial before expanding globally, as local success may give the financial and operational stability required for global growth. Second, having a consistent brand identity while responding to cultural diversity in diverse settings is important for successful global marketing. Third, investment in innovation and design, such as TCI’s partnership with DOST, can help products remain competitive in both domestic and international markets. Fourth, attending trade shows can provide vital exposure and market access for prospects or opportunities. Lastly, firms must prioritize compliance and logistics in foreign operations to achieve successful market integration and customer satisfaction.
Apollo Jose A. Ocillada
DBA 512 Task no. 2 – Castillo, Cynthia
1.What are the main differences between international marketing and domestic marketing as described in the article?
Tumandok Crafts Industries demonstrates clear distinctions between its domestic and international marketing strategies. Domestically, it focuses on markets within the Philippines—especially Bacolod and Manila—tailoring its branding and communication to align with Filipino cultural values and language. Market research revolves around understanding local consumer behavior, while compliance is centered on Philippine laws. Distribution is managed through local retail outlets and fairs. In contrast, international marketing requires adapting messages to suit diverse cultures and languages, researching foreign market demands for eco-friendly products, and complying with various countries’ trade regulations. Additionally, it involves balancing global eco-conscious branding with local cultural identity and managing international logistics and partnerships for global distribution.
2. How does Tumandok Crafts Industries (TCI) adapt its marketing strategies when operating in international markets compared to domestic markets?
Tumandok Crafts Industries (TCI) tailors its marketing strategies to suit both domestic and international markets by addressing key differences in market dynamics. Domestically, it targets urban centers like Bacolod and Manila, leveraging shared cultural values, language, and simpler regulatory requirements. Marketing emphasizes Filipino heritage, affordability, and community-based distribution through local markets and cooperatives. Internationally, TCI conducts extensive market research to understand diverse preferences for sustainable crafts, adapts branding and product presentation to suit cultural sensitivities, and complies with complex import regulations. The brand is positioned to highlight ethical sourcing, craftsmanship, and sustainability, appealing to niche global markets. Pricing is adjusted to reflect premium value abroad, while remaining accessible locally. TCI also faces tougher competition internationally, requiring continuous innovation, strong quality assurance, and reliable distribution partnerships.
‘3. What are some of the key challenges TCI faces when exporting its products abroad, and how does it address these challenges?
Here are some of the key challenges of TCI faces when exporting its products abroad, and how they address these challenges:
1. Logistics and Export Compliance
Challenge: Complex documentation, high shipping costs, customs regulations.
Solution: Partner with DTI and export agencies; use freight forwarders experienced with SMEs; ensure accurate customs documentation.
2. Limited Production Capacity
Challenge: Manual crafting limits scalability and order fulfillment.
Solution: Train additional artisans; implement production planning; operate on a made-to-order or pre-order basis.
3. Quality and Consistency
Challenge: Handmade variation may not meet international buyer expectations.
Solution: Apply strict quality assurance standards; provide artisan training; highlight uniqueness as a brand feature.
4. Cultural and Market Fit
Challenge: Products may not match foreign tastes or functional needs.
Solution: Conduct market research; adapt design elements without losing cultural identity; co-develop products with buyer feedback.
5. Branding and Market Visibility
Challenge: Difficult to stand out in competitive global markets.
Solution: Leverage storytelling on craftsmanship, culture, and sustainability; attend international trade shows; build digital presence.
6. Financial and Resource Constraints
Challenge: Limited budget for global marketing, logistics, and product scaling.
Solution: Access government grants and NGO support; focus on niche, high-margin markets; form B2B partnerships.
4.In what ways does TCI leverage its Filipino cultural heritage and sustainability practices in both domestic and international branding?
Tumandok Crafts Industries (TCI) enhances its brand by integrating Filipino cultural heritage and sustainability into its products and practices. It uses indigenous materials like bamboo, banana bark, seashells, and recycled glass, applies traditional techniques, and features ethnic design motifs to reflect authentic Filipino craftsmanship. TCI also incorporates cultural storytelling and partners with local artisans, especially from rural and indigenous communities, to promote heritage and pride. At the same time, the company embraces sustainability by using eco-friendly materials, minimizing production waste, employing community-centered and fair trade practices, and utilizing biodegradable packaging. These combined efforts strengthen TCI’s appeal to both domestic consumers who value cultural identity and international markets that prioritize ethical and sustainable brands.
1.How does TCI conduct market research and segmentation for its products in foreign markets?
TCI conducts market research by analyzing cultural trends, attending trade fairs, consulting partners, and using online analytics. Its market segmentation focuses on:
Geographic: Countries with strong appreciation for handmade and sustainable goods
Psychographic: Eco-conscious and ethically minded consumers
Demographic: Mid- to high-income buyers, designers, and boutiques
Behavioral: Consumers seeking unique, meaningful, and culturally rich products
2.What role do local and international trade fairs play in TCI’s marketing and expansion strategies?
Trade fairs are vital to TCI’s marketing and growth.
International trade fairs boost global exposure, connect TCI with buyers and partners, provide trend insights, and enhance brand credibility.
Local trade fairs increase domestic brand visibility, allow customer feedback, generate sales, and strengthen community ties.
3.Based on the article, what lessons can other businesses learn from TCI’s approach to balancing domestic and international marketing efforts?
Lessons from TCI’s marketing approach:
Stay true to your cultural identity while adapting to global markets
Use trade fairs for exposure, networking, and trend insights
Blend sustainability with meaningful storytelling
Segment markets strategically based on values and behavior
Empower local communities while aiming for global reach
1. International marketing involves promoting and selling products in foreign markets, requiring businesses to adapt to diverse cultural, economic, and legal environments. while domestic marketing focuses on local markets with familiar consumer behaviors and regulations.
2. TCI tailors its marketing strategies for international markets by participating in global trade fairs and collaborating with international partners like showcasing products at events like the Negros Trade Fair and collaborated with European organizations to expand their reach.
3. One significant challenge TCI faced was a devastating fire that destroyed their factory. However, they overcame this setback by securing financial support from international partners and relocating part of their operations. Additionally, TCI has diversified its product offerings to meet the demands of different markets.
4. TCI incorporates Filipino cultural elements into their designs, using traditional materials and techniques. Their commitment to sustainability is evident in their use of eco-friendly materials and processes, aligning with global trends towards
5. While specific details on TCI’s market research methods are limited, their participation in trade fairs and collaboration with international partners suggest a proactive approach in understanding and segmenting foreign markets.
6. Trade fairs play a crucial role in TCI’s marketing and expansion strategies by providing platforms to showcase their products, network with potential buyers, and gain insights into market trends. Events like the Negros Trade Fair have been instrumental in their growth.
7. Other businesses can learn from TCI’s resilience and adaptability. Their ability to recover from setbacks, commitment to sustainability, and proactive approach in exploring international markets serve as valuable lessons in balancing domestic and international marketing efforts.
1. What are the main differences between international marketing and domestic marketing as described in the article?
International marketing involves business activities that extend beyond national boundaries, aiming to promote and sell products or services in multiple countries. It requires adjusting strategies to accommodate different cultural norms, languages, laws, and economic conditions, with the ultimate goal of broadening market reach and engaging diverse customer segments worldwide.
In contrast, domestic marketing is confined to a company’s home country, focusing on consumers who share a common cultural background, language, and regulatory system. The primary objective is to strengthen brand visibility and maximize sales within a familiar and well-understood market.
2. How does Tumandok Crafts Industries (TCI) adapt its marketing strategies when operating in international markets compared to domestic markets?
International marketing requires a multifaceted approach to address the complexity of multiple markets. Tumandok Crafts Industries’ experience highlights key areas of focus:
1. Market Research and Segmentation
TCI researches to understand different international markets’ preferences for eco-friendly and artisanal products. They segment markets based on cultural appreciation for sustainable crafts, purchasing power, and regulatory environments.
2. Cultural Adaptation and Localization
While TCI’s products reflect Filipino indigenous culture, the company adapts its marketing messages and product presentations to resonate with diverse international audiences. For example, packaging and promotional materials are tailored to suit foreign languages and cultural expectations.
3. Regulatory Compliance
Exporting requires compliance with the import regulations, safety standards, and customs procedures of various countries. TCI ensures its products meet these requirements, facilitating smooth entry into global markets.
4. Global Branding and Positioning
TCI balances its identity as a Filipino indigenous crafts brand with the universal appeal of sustainability and artisanal quality. This dual positioning strengthens its brand both domestically and internationally.
5. Distribution and Logistics
Managing international shipping and distribution channels is critical. TCI partners with logistics providers experienced in handling delicate handcrafted goods to ensure timely and safe delivery.
6. Pricing Strategies
Pricing for international markets takes into account currency exchange rates, tariffs, and local competitor pricing, ensuring competitiveness without compromising quality.
7. Competitive Analysis
TCI competes with both local handicraft producers in foreign markets and other international exporters of eco-friendly products, requiring continuous innovation and quality assurance.
3. What are some of the key challenges TCI faces when exporting its products abroad, and how does it address these challenges?
Geographic Scope- Exporting to multiple countries and participating in global fairs
Cultural Complexity- Adapting messages for diverse cultures and languages
Market Research- Researching foreign market demand for eco-friendly crafts
Regulations- Navigating import/export laws and standards of various countries
Brand Strategy- Balances global eco-conscious branding with local cultural identity
Distribution- International shipping logistics and partnerships
Pricing- Adjusted pricing for tariffs, currency exchange, and foreign competition
Promotion- Participation in international trade shows and global marketing campaigns
4. In what ways does TCI leverage its Filipino cultural heritage and sustainability practices in both domestic and international branding?
• Resource Allocation:
TCI invests in product innovation and design consultancy through partnerships with organizations like the Department of Science and Technology (DOST) to enhance product appeal both domestically and internationally. This dual investment supports growth in both markets.
• Risk Management:
While domestic operations benefit from cultural familiarity and regulatory stability, TCI mitigates risks abroad by carefully selecting export markets and adhering to international standards.
• Brand Consistency and Adaptation:
TCI maintains a consistent brand identity rooted in Filipino indigenous craftsmanship and environmental responsibility, while customizing marketing approaches to suit each market’s unique cultural context.
• Market Entry and Expansion:
TCI’s participation in both domestic and international fairs exemplifies a hybrid market entry strategy, allowing direct engagement with customers and buyers in diverse settings.
5. How does TCI conduct market research and segmentation for its products in foreign markets?
TCI conducts research to analyze international market preferences for environmentally friendly and handcrafted products. They categorize markets based on cultural affinity for sustainable craftsmanship, consumer purchasing power, and prevailing regulatory conditions.
6. What role do local and international trade fairs play in TCI’s marketing and expansion strategies?
Local and international trade fairs are essential to Tumandok Craft Industry’s marketing and growth strategies, offering a venue to present Bacolod’s indigenous products to a wider audience. These events provide Tumandok artisans with opportunities to showcase their creations, boosting recognition of local craftsmanship. Participation in trade fairs helps producers expand into new markets, both domestically and globally, driving business development. Exhibitors can engage with buyers, distributors, and investors, paving the way for partnerships and large-scale orders. Exposure to diverse markets allows artisans to refine their designs based on customer preferences and industry trends.
7. Based on the article, what lessons can other businesses learn from TCI’s approach to balancing domestic and international marketing efforts?
Tumandok Craft Industry’s strategy in balancing domestic and international marketing provides valuable insights for businesses seeking to expand while preserving strong local connections. The company emphasizes sustainable indigenous materials like bamboo and banana bark to attract eco-conscious consumers worldwide. By sourcing materials from local communities, Tumandok not only uplifts rural livelihoods but also reinforces its brand’s authenticity and social impact. This approach underscores the significance of integrating local heritage with global expansion—a model that other businesses can follow for sustainable growth.
John Nestor G. Villagomeza, MBA
DBAD 512 6/13/25
1. The differences between international marketing and domestic marketing as described in the article are geographic scope, cultural complexity, market research, regulations, brand strategy, distribution, pricing, promotion and competition.
2. The of integration of PROCESS DESIGN and TECHNOLOGY in operation are the successful marketing strategies of TUMANDOK Craft Industries. By leveraging sustainable indigenous materials alongside contemporary production techniques, the company addresses the rising demand for eco-friendly products and nurtures local craftsmanship. Their strategic export initiatives and collaborations with local markets illustrate a robust operation model that could serve as a prototype for similar enterprises striving for domestics and international growth.
3. TUMANDOK Craft Industries faces several challenges that are typical of the handicraft sector such as : a) Fluctuating raw materials costs – particularly for imported resin-alongside currency exchange impacts present financial hurdles. b) Competition from low-cost, mass produced goods from international markets also affects pricing structures. To address these issues, TUMANDOK must continue innovating and invest in employee training to enhance artisan skills further. Exploring advanced technologies such as 3D printing could open avenues for new product lines while potentially lowering production costs, Strengthening their digital presence through e-commerce platforms will be essential for reaching broader consumer bases and maximizing brand visibility.
4. The TUMANDOK Craft Industries leverage its Filipino cultural heritage and sustainability practices by preserving nature using sustainable indigenous materials such as bamboo, banana bark, seashells and recycled glass. Materials that can be found in Negros and neighboring island in the Visayas and make them into unique pieces of functional products. This activity provides opportunity for the community dwellers to gather these materials. The materials used in each product are creatively processed using the lamination technology that is implemented by the skilled hands of our artisans in Bago City. The company brand “TUMANDOK” literally means native habitant. True to its name, the heart of operations indeed the rural folks of Negros Occidental who lovingly crafted these items using their God-given creativity.
5. TUMANDOK Craftsmanship Industries researcher understands the different international markets’ preferences for eco-friendly and artisanal products. They segment markets based on cultural appreciation for sustainable crafts, purchasing power and regulatory environments.
6. Trade fairs played a crucial role in the globalization of trade/industries. As international trade expanded, trade fairs emerged as a platform for businesses from different countries to come together to showcase their products on a global stage. This allowed for the exchange of ideas, technologies, and cultural influences, leading to increased collaboration and connectivity between nations. Trade fairs became instrumental in fostering international trade relationship and driving economic growth on a global scale. That’s the role of a trade fair to the TUMANDOK Craft Industries.
7. Mastery of both domestic and international marketing enables a company to thrive locally and globally, fostering cultural pride and economic opportunity through responsible and innovative business practices can lead to a success.
1. What are the main differences between international marketing and domestic marketing as described in the article?
International Marketing refers to marketing activities conducted across national borders. It involves promoting and selling products or services in multiple countries, requiring adaptation to diverse cultures, languages, legal systems, and economic environments. The goal is to expand the company’s reach globally, tapping into new markets and customer segments.
Domestic Marketing, by contrast, focuses on marketing within a company’s home country. It targets consumers who share a common culture, language, and regulatory framework. The objective is to optimize brand presence and sales within this familiar environment.
2. How does Tumandok Crafts Industries (TCI) adapt its marketing strategies when operating in international markets compared to domestic markets?
International marketing requires a multifaceted approach to address the complexity of multiple markets. Tumandok Crafts Industries’ experience highlights key areas of focus:
1. Market Research and Segmentation
TCI researches to understand different international markets’ preferences for eco-friendly and artisanal products. They segment markets based on cultural appreciation for sustainable crafts, purchasing power, and regulatory environments.
2. Cultural Adaptation and Localization
While TCI’s products reflect Filipino indigenous culture, the company adapts its marketing messages and product presentations to resonate with diverse international audiences. For example, packaging and promotional materials are tailored to suit foreign languages and cultural expectations.
3. Regulatory Compliance
Exporting requires compliance with the import regulations, safety standards, and customs procedures of various countries. TCI ensures its products meet these requirements, facilitating smooth entry into global markets.
4. Global Branding and Positioning
TCI balances its identity as a Filipino indigenous crafts brand with the universal appeal of sustainability and artisanal quality. This dual positioning strengthens its brand both domestically and internationally.
5. Distribution and Logistics
Managing international shipping and distribution channels is critical. TCI partners with logistics providers experienced in handling delicate handcrafted goods to ensure timely and safe delivery.
6. Pricing Strategies
Pricing for international markets takes into account currency exchange rates, tariffs, and local competitor pricing, ensuring competitiveness without compromising quality.
7. Competitive Analysis
TCI competes with both local handicraft producers in foreign markets and other international exporters of eco-friendly products, requiring continuous innovation and quality assurance.
3. What are some of the key challenges TCI faces when exporting its products abroad, and how does it address these challenges?
Geographic Scope- Exporting to multiple countries and participating in global fairs
Cultural Complexity- Adapting messages for diverse cultures and languages
Market Research- Researching foreign market demand for eco-friendly crafts
Regulations- Navigating import/export laws and standards of various countries
Brand Strategy- Balances global eco-conscious branding with local cultural identity
Distribution- International shipping logistics and partnerships
Pricing- Adjusted pricing for tariffs, currency exchange, and foreign competition
Promotion- Participation in international trade shows and global marketing campaigns
4. In what ways does TCI leverage its Filipino cultural heritage and sustainability practices in both domestic and international branding?
• Resource Allocation:
TCI invests in product innovation and design consultancy through partnerships with organizations like the Department of Science and Technology (DOST) to enhance product appeal both domestically and internationally. This dual investment supports growth in both markets.
• Risk Management:
While domestic operations benefit from cultural familiarity and regulatory stability, TCI mitigates risks abroad by carefully selecting export markets and adhering to international standards.
• Brand Consistency and Adaptation:
TCI maintains a consistent brand identity rooted in Filipino indigenous craftsmanship and environmental responsibility, while customizing marketing approaches to suit each market’s unique cultural context.
• Market Entry and Expansion:
TCI’s participation in both domestic and international fairs exemplifies a hybrid market entry strategy, allowing direct engagement with customers and buyers in diverse settings.
5. How does TCI conduct market research and segmentation for its products in foreign markets?
TCI researches to understand different international markets’ preferences for eco-friendly and artisanal products. They segment markets based on cultural appreciation for sustainable crafts, purchasing power, and regulatory environments.
6. What role do local and international trade fairs play in TCI’s marketing and expansion strategies?
Local and international trade fairs play a crucial role in Tumandok Craft Industry’s marketing and expansion strategies by providing a platform to showcase Bacolod’s indigenous products to a broader audience. It allows Tumandok artisans to present their products to potential customers, increasing awareness of Bacolod’s native crafts. The participation in trade fairs enables producers to reach new markets, both locally and internationally, fostering business growth. Exhibits can connect with buyers, distributors, and investors, opening doors for collaborations and bulk orders. Exposure to different markets helps artisans refine their designs based on customer preferences and industry trends.
7. Based on the article, what lessons can other businesses learn from TCI’s approach to balancing domestic and international marketing efforts?
Tumandok Craft Industry’s approach to balancing domestic and international marketing offers valuable lessons for other businesses looking to expand their reach while maintaining strong local roots. The company leverages its commitment to sustainable indigenous materials, such as bamboo and banana bark, to appeal to environmentally conscious consumers worldwide. By sourcing materials from local communities, Tumandok not only supports rural livelihoods but also strengthens its brand’s authenticity and social impact. These strategies highlight the importance of balancing local heritage with global expansion, a model that other businesses can adopt to grow sustainably.
Jona D. Villagomeza, PTRP, MBA
DBAD 512 6/13/25
1. International vs. Domestic Marketing
Domestic Marketing is mainly targeted to capture and strengthen the brand among Filipino consumers via participation in local trade fairs and showrooms. Focus are on community engagement and cultural storytelling.
International Marketing on the other hand is targeted among Global markets to capture new reach and consumers via participation in international trade shows and fairs.
2. How TCI Adapts their Marketing Strategies
Conducting marketing research on both markets to determine foreign demands and local trends. They then adapt on diverse culture while focusing on Filipino culture for local market. They adapt balance branding for international while they focusing on cultural heritage for among Filipino consumers. In terms of shipping, they partner with global shippers while utilizing local channels to optimize visibility. In terms of pricing, adjusted and competitive for both markets. Promotion are more on international trade fairs and local engagements.
3. Challenges in Exporting & TCI’s Solutions.
Challenges such as how to capture global customers by strategically allocating their resources in innovation and design development. Also to minimize the risk, they carefully select the right market and adhere to foreign rules and regulations . They also adapt their branding to the global market to ensure acceptance from their target customers.
4. Cultural Heritage & Sustainability in Branding
TCI maintains a consistent brand identity rooted in Filipino indigenous craftsmanship and environmental responsibility, while customizing marketing approaches to suit each market’s unique cultural context.
5. Market Research & Segmentation Abroad
TCI does the market research for demand on eco friendly crafts and artisanal products. The segment the market based on cultural appreciation, purchasing power and regulatory environment.
6. Trade Fairs: Strategic Platforms
Local trade fairs allow TCI to advertise their products among filipino consumers and foster community engagement while doing international trade fairs allow market entry and engagement with foreign consumers
7. Lessons from TCI’s Marketing Balance
To achieve balance on both local and global markets, business should leverage on strong domestic foundation by engaging Filipino consumer in their cultural heritage and sustainability. On the other hand, expand on global market, business must adapt to foreign diversity to position their brand globally while preserving their local identity.
1. What are the main differences between international marketing and domestic marketing as described in the article?
2. How does Tumandok Crafts Industries (TCI) adapt its marketing strategies when operating in international markets compared to domestic markets?
3. What are some of the key challenges TCI faces when exporting its products abroad, and how does it address these challenges?
4. In what ways does TCI leverage its Filipino cultural heritage and sustainability practices in both domestic and international branding?
5. How does TCI conduct market research and segmentation for its products in foreign markets?
6. What role do local and international trade fairs play in TCI’s marketing and expansion strategies?
7. Based on the article, what lessons can other businesses learn from TCI’s approach to balancing domestic and international marketing efforts?