International Marketing: Amazon

This presentation provides an overview of international marketing with a focus on Amazon. It covers the scope and key concepts of international marketing, rationale for organizations to market internationally, market entry strategies, the global vs local debate, international marketing mix, and a comparison of home and international orientation. The presentation concludes with the importance of international marketing for expanding business in the global market.

International Marketing
Amazon

Table of content
• Introduction
• Scope and key concepts of international marketing
• Rationale for an organization to want to market internationally and describe the various routes
• The key criteria and selection process
• Explain different market entry strategies, including the advantages and disadvantages of each
• key arguments in the global Vs local debate
• International marketing mix
• Various international marketing approaches
• Compare home and international orientation
• Conclusion
• References

INTRTODUCTION
International marketing is the application which complete the need of different people who are residing across the national or
international border. For this assignment the chosen organisation is Amazon, which is an American international technology
company, founded in 1994 by Jeff Bezos. Its headquarter is in Seattle, Washington, United State.

Scope and key concepts of international
marketing
International marketing are an important concept for business who want to expand their business. It is concerned with
international consideration and standardised market tools which are spread across the world. International market is a simple
application of marketing principle which are applicable in more than one country.
Scope of international marketing:
• Establishing
• Joint venture and collaboration
• Licensing arrangement
• Consultancy services

Rationale for an organization for internationally
and describe various routes
The reason for choosing international marketing within organisation is to adopt different kind of ways and procedure which
open up the policies and opportunities for the companies within market. Choosing international concept in amazon make a
success and become a rational objective of the company which create their own success in market.

Key criteria and selection process
These criteria include:
• Defining marketing objective
• Parameters for selection
• Preliminary screening
• Short listing of market
• Evaluation and selection
• Test marketing
• Commercial production

Market entry strategies, including
advantages and disadvantages
There are various market entry strategies which are helpful for the company to expand their business. Every market strategies
have their own advantages and disadvantages to choose the right entry option in international market.
• Joint venture
• Mergers and acquisition
• Exporting

Key arguments in the global Vs local debate
In today's world, the debate is on standardised and adoption in the marketing which has marked a spark a debate for decades.
In today's market globalisation will be effective and standard an aim to operate company in new market or in local markets.
Local marketers have less opportunists and less human labour to expand their business but in global market the opportunities
are increasing, new and innovative human capital are welcomed to expand their business.

International marketing mix
Basic marketing concept tell us about the strategies which are using by the company to meet the target audience in order to
meet the desired targets. The right approach is based on right product, their pricing, promotional and various distribution
approach:
• Product
• Price
• Promotion
• Place

Various international marketing approaches
There are number of marketing approaches which are adopted by companies while having international business marketing.
Which are explained below:
• The transaction cost approaches
• The standardised Perspectives
• The global configuration:
• The Global Integration

Compare home and international orientation
Market orientation is mostly use as the key factor for the success of domestic and international markets. But the knowledge
about degree of orientation remains limited for different companies to know about the international orientation. Home
orientation is related to different opportunities which are useful for the companies which are relatable to different changing
need, taste and preference in order to introduce new and innovative products.

Conclusion
From the above report it is concluded that international market is an important tool for expanding the business in international
market. There are very large scope of international market which actually help the company to expand its operation in all over
world.

References
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Cateora, P.R. and et.al., 2020. International marketing. McGraw-Hill Education.
Gupta, and et.al., 2016. Marketing innovation: A consequence of competitiveness. Journal of Business Research, 69(12),
pp.5671-5681.
Katsikeas, C., Leonidou, L. and Zeriti, A., 2019. Revisiting international marketing strategy in a digital era: opportunities,
challenges, and research directions. International Marketing Review.