Concepts of International Marketing - PDF

International Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Analysis on the scope and concepts of international marketing.............................................1
P2 Rationale for the organisation to market internationally and explanation of various routes .2
M1 opportunities and challenges faced by marketing.................................................................3
TASK 2............................................................................................................................................4
P3 Evaluation of key criteria and selection process when considering to enter in foreign
market..........................................................................................................................................4
P4 Use of different market strategies and their advantages and disadvantages...........................5
M2 market evaluation and entry strategies along with recommendations for the organisation. .6
TASK 3............................................................................................................................................7
P5 Overview of key arguments in the global vs local debate......................................................7
P6 Use of marketing mix in the organisational context ..............................................................9
M3 Context and circumstances under which organisation adopt global approach ...................10
M4 Adapting to the marketing mix on international level ........................................................10
D2 critical evaluation of marketing mix within the international context.................................10
P7 Explain and analyse the various international marketing approaches GOUSTO can adopt 11
P8 Compare home and international orientation and ways to assess competitors, outlining the
implications of each approach...................................................................................................12

M5 Evaluate various marketing approaches and competitor analysis in relation to an
organization and make recommendations on how they should operate in an international
context........................................................................................................................................13
D3 Make recommendations on how organisations should be structured to maximize the
opportunity in an international context......................................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
International marketing means identifying needs and wants of customers in different
markets and cultures, providing products, services, technologies and ideas to give the firm a
competitive marketing advantage, communicating information about these products and services
and distributing and exchanging them internationally through one or a combination of foreign
market entry modes (Bradley, 2005). Expanding bases to the international market requires huge
investment thus decisions needs to be taken very carefully (International marketing, 2019).
Acquiring high market share and maximising profits are the main purposes of the organisation
going international. Gousto is a local retail company from the UK that is willing to expand
outside the boundaries of UK. Timo Boldt, James Carter are its founders. It deals in the food
service business and delivers homemade meals to the customers. Topics which have been
covered in the report are scope of international marketing, various routes to enter into the global
market, key criteria and selection process and different market entry strategies. Further an
overview of global vs local, how four P's vary internationally, global marketing approaches and
lastly comparison between home and international orientation is made in the report.
TASK 1
P1 Analysis on the scope and concepts of international marketing
Gousto is a small business organisation that deals in the retail business and planning to
expand its operations in the international market. It offers fresh and home cooked recipe boxes to
the customers. For this purpose, a marketing consultant is hired by the company who has
international marketing expertise. The scope and concepts of international marketing is below in
detail:
Concept of international marketing:
International marketing is a process of identifying, analysing, evaluating and satisfying
the needs of customers outside the boundaries of its domestic country. In simple terms it means
serving clients on a global level. In order to gain competitive advantage in the international
market, various strategies are adopted for the promotion of the goods and services they offer.
Importance of international marketing:
International marketing leads to peace among nations- vast amount of people from
different countries work together in the activities of business. Due to this people come face to
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