International and Global Marketing

International and
global marketing

INTRODUCTION
Now a day every company want to expand their business at the national as well as
international level because through that they able to gain numbers of benefits such as enhance
profit, market shares, customer’s shares and many more. International marketing is determined
as marketing practices conducted by a company in order to expand their business at the
international market (Buccieri, Javalgi and Cavusgil, 2020). Organization selected for this report
is Bath and Body Works which is founded in 1990 by Les Wexner and its head office is located
United State. Its parent company is L Brands and products offer by company are fragrance mists,
shower gels, lotions, cream, candles and so on. Now company is planning to open their store at
Vatican City. Topics covered in this report are related to expansion method, factors which
impact, drivers which leads to expansions and principle which company may adopt for
expansion.
MAIN BODY
A - Drivers that prompt organisations to seek international expansion. Discuss the factors that
could have an impact on your business abroad. Support with examples.
International expansion is considered as process through which an organization able to
expand their business at different nation market as through that they can attain more profit and
market share. There are several drivers which prompt a company to seek international expansion
from which some main are mentioned below in respect of Bath and Body Works :-
 High rate of profit – It is one of the main factor which attract company to expand their
business at the international market because they able to increase their profit rate. In
respect of Bath and Body Works they want to expand their business at the Vatican City
market through which they able to increase their profit (Kotabe and Helsen, 2020). For
example if respective company expand business they able to attract more and more
customers which increase their sales as well as profit.
 Increase technology and advancement – According to this driver if a company expand
their business internationally they able to adopt new as well as advance technology which
enhance effectiveness of their productions. In respect of Bath and Body Work by