Business Growth and Marketing Strategies

Businesses can communicate and trade in one or a number of different countries; but what’s the difference between National, International, Multinational, Global and Transnational?

Organisational Reach

National organizations have a base in one county e.g. the UK and only communicate and trade within that one country.

International organizations have a base in one country e.g. the UK, but communicate and trade to other countries, including its own.

Multinational organizations have a base in more than one country and each base is working and trading independently to each other i.e. they build, market, sell and distribute within each separate country.

A global organisation has multiple bases in multiple countries, but the manufacturing and distribution occurs in central points across the globe and products are shipped between countries.

Transnational organisations have a global set up i.e. multiple bases and cross county distribution, however individual bases such as the UK and France may work together if the British and French audiences have similar needs. This takes advantage of best practices and economies of scale within each country.

Business Growth Strategies

All businesses need to start somewhere, which is usually as a national supplier, overtime they can grow ‘organically’ i.e. develop naturally as they take on more customers. There will however be a limitation to their organic growth and this is when they may decide to adopt a new growth strategy, such as:

1. Diversification, which is supplying to new markets e.g. a new country, thus making you an international organization. This could be by adapting an existing product to suit that new markets need, or by developing a brand new product. This is discussed in more detail in our New Product Development article.

2. Horizontal integration e.g. buying a competitor or manufacturer at the same level as you in the supply chain; this allows you to reach your new markets.

3. Vertical integration e.g. buying a competitor or manufacturer at a higher or lower place than you in the supply chain; again allowing you to reach your new markets.

Your business’s growth strategy heavily affects your marketing plan and the marketing mix you decide to use, so understanding these growth strategies will be key to an organizations marketing success.

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IOS App Store Optimization

Below, I’ve listed the biggest changes that I saw coming in the App Store app in iOS8 and how it will change the way we do App Store Optimization (ASO).


With iOS6, Apple changed the App Store application on the iPhone to display only one application at a time. It was very good for the users as they see more details for each app and for the apps that are showing up first in the search but not so much for the other ones down the list. Forcing the users to swipe from right to left to see each app is a drag and is limiting the number of app impressions.

With the introduction of the vertical scrolling, users will be able to see more apps and stop on the one they like. It doesn’t look like a big change but I believe that it will allow users to go deeper in the search results.


Until now, I was always saying that our first screenshot was the most important. Why? Because it was the only one seen when your app is part of the search result on the iPhone. With the app icon, it was the only other image that could convince or not someone to download your app.

Things are now changing. I’m not sure if you caught it in the keynote but it looks like 2 screenshots will be displayed instead of 1. That’s a great change and all app publishers should review their apps and make sure that the top 2 screenshots are the best at telling what their app is about and why someone should download it.


In addition to suggested search (words suggested in the search field as you’re typing), Apple introduced “Related Searches” which appear after the search is done. As you can see on the photo above, these are “phrases” related to the searched word already entered.

Here for the search “Recipes” the following phrases were suggested: “Cooking Recipes”, “Food Recipes”, “Recipe Books”. From a user’s perspective, it is a very convenient way to do a more accurate search based on keywords that are often combined.

As an app developer, I see this an opportunity to rank for highly searched keywords. Assuming that I have a recipe application, then my goal should be to at least add the words “cooking”, “food” and “books”, to my keyword list or app name to be listed for those searches as I know that they’ll drive traffic.


I’m glad that we’ll be finally able to add short videos to our app metadata. This feature was long due knowing that Android stores like Google Play or Amazon Store (for Kindle Fire) had it for a while.

Creating short engaging videos is not something that is easy to do alone and some developer instead hire services to do it (Apptamin is one).

Apple will probably use Quicktime instead of Youtube to play the video but once my app videos will be ready, I’ll upload them to Youtube too with a link to my app in iTunes to drive more downloads.

In any case, providing a video will be a way to stand out against your competition and convince iPhone and iPad users that your app is worth downloading.


App bundles is an interesting idea. When you create apps that are targeted for the same audience and complement each other then it makes sense to sell them together at a discount.

Until now, the closest way we could do this was to cross-promote our apps between each other. Now, let’s say that someone downloads few of your apps (maybe the free version) and start trusting your brand, then they’ll be more motivated to buy a bundle of apps from you. This will give you a way to get a higher sales price per customer I believe.

As you can see on the photo above, the app bundle also has its own name (here “Toca Toy Box”). I bet that this bundle name (like the regular app name) will be indexed by the Apple search and will give us an new way to be found in the store.


I often use Google Trends to see what trends on the web as it sometimes gives me ideas to create new apps. I also browse the top 200 of each app store category to see what kind of app are trending right now.

With the introduction of “trending searches”, Apple gives us the keywords that are highly searched at the moment. Is this for the current hour, day, week, …? We don’t know yet but it will give us some keywords to consider for our apps and ideas of apps to create to satisfy the search (especially if the searched keyword doesn’t return many apps already).

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