International Management: Scope, Concepts, and Market Entry Strategies

International
Management

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................3
P1- Analyzing the scope and key concepts of international marketing......................................3
P2 Explaining rationale to market internationally and defining several routes to market the
organization.................................................................................................................................4
M1. Challenges .........................................................................................................................5
P3 .Evaluating key criteria and selection process while entering into international market......6
Steps for selection of foreign market –.......................................................................................6
P4.Explanation of different market entry strategies wit its advantages and disadvantages. .....7
P5.Presenting an overview of the key arguments in the global versus local debate...................8
M4. Marketing mix....................................................................................................................8
P7. Explaining and analyzing the several international marketing approaches.........................9
P8 Comparison on international and home orientation along with the Recommendation on
how to operate in an international.............................................................................................10
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
International marketing may be referred as the applications of the marketing principles
that enables a business firm to trade its business in more than one country. It is the process of
doing the trading of its products and services across the world. Various types of activities are
involved in intentional marketing such as formulating the strategic planning, setting up of
distribution channels in order to provide products and services. Marketing helps in promoting the
products and services within a country or outside the country. In order to face the competition in
the dynamic business environment, companies are focusing on marketing which makes their
product, a brand. The companies focus on analysing the customer needs and which helps them in
targeting the potential customer (Capehart, Kennedy and Turner, 2020). This report is based on
Zara SA, a Spanish retailer of clothing, accessories, perfumes and shoes, headquartered in Spain.
It was founded by Rosalia Mera in 1975. This project report will cover the scope and key
concepts of international marketing along with several routes to market. It also cover the criteria
and selection process and the different strategies to enter in international market with its merits
and demerits. Further, it also involves the arguments in global versus local debate and brief
discussion in marketing mix.
TASK
P1- Analyzing the scope and key concepts of international marketing
The international marketing may be defined as the process of satisfying the needs and
wants of various people who are living across the national borders. It is also known as global
marketing and companies customise their product according to tradition and culture of different
nation. The decision is taken by the company whether it has to go international market and serve
their products or services or not. Technical and social are the two main process that marketing is
concerned with. Various non-human components are involved in this process such as product,
price, place and operating cost (Yilmaz and Flouris, 2017). The social components deals in
human behaviour pattern in terms of their tradition, culture and beliefs. There are various
purchasing pattern of different individual that makes them different in terms of segmentation.
Marketing may be defined as the process of attracting the potential customers and making them
convince to buy products and services of a particular brand. Companies like Zara uses the
technique of marketing mix which helps in defining the potential customers, setting up of

reasonable price along with opting the right channel of promotion and identifying the right place
to display the product. The concept of marketing involves two variable sets such as workforce
needed and other is market (Ramon-Muñoz, 2017). The exchange of trades in domestic country
and international are very differ from each other as there is huge difference is culture, customer
preference and market size. Following are the scope of international marketing.
 Establishing – It refers to the branch units which are setup in foreign countries in order
to render products and serve services to the target customers. In context to Zara it does
its manufacturing by opting direct investment from the investors in order to minimum the
other cost.
 Joint venture and collaboration – In foreign countries, international marketing helps in
setting up of joint ventures and collaborations with abroad companies in order to
manufacture the products and services. In relation top Zara, to lower the transportation
and export cost, it opts the way of collaboration with other manufacturers firm and make
a contract for manufacturing the products.
 Contractual Agreements – The scope of international marketing facilitates and may
grab the opportunity while doing business in international market. In relation to Zara, it
helps in expansion of the market area, creates a positive customer base. This may help in
promoting the growth opportunities while doing contractual agreements with abroad
partners.
 Consultancy Services – This services provides the guidance to the manufacturing
activities by the exporting company. It undertakes various projects and are deal by
experts in order to makes the further process barrier free.
P2 Explaining rationale to market internationally and defining several routes to market the
organization
Every business organisation wants to expand its business operations so that it generates
higher profits. The main aim of any business is to earn profit along with serving the society with
standard products with reasonable price (Westjohn and Magnusson, 2017). For any company, it
is needed to do proper research about the market and the customer needs in order to enter in
international market. Zara is opting a key strategy so that it can enter its operations in abroad. By
identification of business market and customer preferences, it facilitates in making an insight of
the collected data which may be found beneficial to attract the new customers in international