International Marketing: Scope, Concepts, and Strategies

International Marketing

Table of Contents
INTRTODUCTION.........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
P1 Analyse the scope and key concepts of international marketing......................................3
P2 Explain the rationale for an organization to want to market internationally and describe the
various routes to market they can adopt.................................................................................4
TASK 2............................................................................................................................................5
P3 Evaluate the key criteria and selection process to use when considering which international
market to enter........................................................................................................................5
P4 Explain, using examples, the different market entry strategies, including the advantages
and disadvantages of each......................................................................................................6
TASK 3............................................................................................................................................7
P5 Present an overview of the key arguments in the global vs local debate..........................7
P6 Investigate how the product, pricing, promotional and distribution approach differs in a
variety of international context...............................................................................................7
TASK 4............................................................................................................................................8
P7 Explain and analyse the various international marketing approaches organisations can
adopt.......................................................................................................................................8
P8 Compare home and international orientation and ways to assess competitors outlining the
implications of each approach................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRTODUCTION
International marketing is the application which complete the need of different people
who are living across the national or international border. International marketing is used to
increase high economy of scale, high market share, use an unused planned market and increase
the opportunities to expand the business in international market. There are various ways which
are adopted by different companies in order to enter international market (Baker and Saren,
2016). This can be include exports, Global web, Licensing and franchising, direct investment and
joint venture. For this assignment the chosen organisation is Amazon, which is an American
international technology company, founded in 1994 by Jeff Bezos. Headquarter is in Seattle,
Washington, United State. This project provide a review on amazon and its success growth in
India. This project consist a deep understanding for marketing contribution in international
marketing. Evaluate various success factors which are used by the organisation by entering
international market. Different types of marketing plan which are adopted by organisation to use
international market are analysis. In last international marketing efforts are demonstrate.
MAIN BODY
TASK 1
P1 Analyse the 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 (Cateora and et.al., 2020). The scope of
international market will make sure about the increasing market share and this will help in the
companies to increase the share of company in international market. This will further increase
the competition and increase risk and different type of challenges affect by the market within
organisation. Scope of international marketing include exporting of goods and services in foreign
markets. This include various things such as:
Establishing: International market help the company to expand their business by
establishing a new market in new place by processing, packaging and many more services.

Joint venture and collaboration: This include the scope of international market while
establishing joint venture and collaboration in foreign countries with different foreign company
in order to increase sales and profitably.
Licensing arrangement: This system give the right to the company to work with the
foreign companies in other countries. This include patents, trademarks and many more financial
agreements.
Consultancy services: This service is covered in the scope of international market. Most
of the exporting company send their consultant in foreign country so that they guide their
employees to work effectively.
There are various factors which will make a strong impact on the scope of international
market. International market, make a strong emergence and influence of global trade and
services (Gupta, and et.al., 2016). It will create global acceptance and increase the usage of
internet and many other facilities. When a company enter into international market, the wide
range of opportunities are open up for them to expand their business and growth in market.
P2 Explain the rationale for an organization to want to market internationally and describe the
various routes to market they can adopt
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. Amazon are reliable who
actually serve the customer or make the strong and effective relation to enhance their
competency within the marketplace or across globe. There are various routes which are adopted
by amazon to expand their business in India market (Katsikeas, Leonidou and Zeriti, 2019). They
grow their business in India via e-commerce facility and they are targeting to achieve the target
for $200 billion by 2027. The first step is to launch a website in 2013 with a custom domain
name for the market and customer of India. Furthermore they try to evaluate different solution
for the Indians in order to increase their own sale and attract more customer and gain trust. They
established near about 21 warehouses in all over India. Furthermore for increasing opportunities
in India they sale their products by suing customized pricing models for providing different
services in India.