(solved) International Marketing: Assignment
Added on 2020-11-10
28 Pages6560 Words159 Views
InternationalMarketing
Introduction................................................................................................................................1Part 1 /LO 1................................................................................................................................1Demonstrate an understanding of how marketing contributes to business strategies in aninternational context...............................................................................................................1Part 1/LO2..................................................................................................................................7Evaluate entry to a selection of international markets and define the key success factors....7Task 2/LO 3..............................................................................................................................13Investigate how elements of the marketing plan can be adapted or standardised acrossinternational markets............................................................................................................13Task 3/LO 4..............................................................................................................................21Demonstrate an understanding of how to organise and evaluate international marketingefforts...................................................................................................................................21Conclusion................................................................................................................................23References................................................................................................................................24
IntroductionInternational marketing has been defined by different authors. “The Global Marketing is theapplying of retailing principle in satisfies the different requirement and wants of variouspeople residing across the country’s borders.”The report will discuss about the internationalmarketing concept in the context of Whitbread Plc organisation which leading hospitalityindustry of the UK. The report will compare international and domestic marketing foranalysing the impact of both marketing on the businesses and its activities. The report willcover some of the routes through which hotel can enter in the international market forexpanding their business functions and operations. Marketing plan for Whitbread Plc willalso created in this report that supported the organisation to enhance their production andprofit level. 1
Part 1 /LO 1Demonstrate an understanding of how marketing contributes to business strategies in aninternational contextIntroduction to organisationWhitbread plc is a UK based hotel brand and is largest Hotel and Restaurant Company and isa market leading business in the hotel and Restaurant sectors. In the company Whitbread plcemploys 35000 employees with its 2000 outlets all over the UK.Use a range of sources to define international marketing and highlight the maindifferences to local marketingIt is essential for an organisation to continuously expand the organisational activities in orderto stay competitive in market. It can be said that, expanding the business operation in newmarket will help in exploring more number of customers and enlarging the sales, hence isprofitable for an organisation. Global retailing is an essential concept which executes theretailing process to more than one nation in order to make profit (Rosado-Serrano and Paul,2018). According to Cateora and Grapham, “International marketing can be defined as theperformance of business operations for plan, price, promotion and direct the transfer ofproduct and services in more than one nation (Definition and meaning of InternationalMarketing, 2019).” International marketing includes finding and satisfy the requirement ofcustomers more effectively than competitors, both locally and globally and coordinatingdifferent marketing activities within the competitive global environment. Difference between international and domestic marketingInternational marketing helps in expanding the business operation in other nations that allowsan organisation to freely flow of goods and services in different nations to attain more profit.International marketing is different from the domestic or local marketing. Domestic marketing is limited within the nation’s boundaries. The scope of the marketing islimited within a market. However, there is a direct control, of management efficiently overthe marketing process (Magno, Cassia and Bruni, 2017). The laws and regulation are easy tounderstand and practice. Communication process of marketing is simple in domesticmarketing.1
International marketing involves marketing in different nations, in internationalmarketing communication and control will be difficult because of different languageand culture. In international marketing, the marketers might find it difficult to analysedifferent laws and regulation. In international marketing, it is important to identify therisk that can be occurs due to unpredictable political and economic condition indifferent countries. Figure 1 Domestic and internal marketingComparing international and domestic marketingIn international marketing, business will require an effective planning and analysing all theminute aspect of all the detail in marketing in other nations. The process of internationalmarketing requires large budget in order to identify and search an effective market to expandthe business (Sipe, 2016). On the other hand, domestic marketing does not require suchidentifying and planning as the business are aware of the market condition and customer’spreferences. However, in domestic marketing the marketers have limited marketing scope.While in international marketing, marketers can done effective research of the differentnations and choose as per the business model and practices.Analyse the scope of and key concepts of international marketing With the rapid increasing in the globalisation, the scope for the international marketing inrespect to Whitbread plc is spreading widely. Hence, the variant of international marketinghas various scopes the business group seeks for international marketing can opt for differentopportunity of business expansion which includes licensing, merger and acquisition. Thebusiness group can also collaborate with international brands which help in positioning thebusiness in international level. Along with this, there are other scopes which includedeveloping strategic alliances, consultancy services and strengthening the trade relatedknowledge and technical skills (Chiang and Liu, 2017). Thus, the present hotel brand of UK,2
Whitbread plc can make effective planning considering the international practices. Whitbreadplc is expanding its business practices in international level. It not only helps in increasingprofit and customer base but also is effective in building brand image at international level. The concept of International marketing is clear that includes the process of planning andexecution the conception. It also increases the process of pricing, promotion and distributionof goods and services to create exchanges that satisfy individuals and organisationalobjectives. The key concept of international marketing is concerned with having effectiveorientation to foreign trade and also helps business to enter into international market. Theconcept of International marketing is clear to perform activities that related to enhance theprofitability of the organisation. The products are effectively developed to satisfy the needsand wants of the customers. The motive for expanding in the international marketing isrelated to expansion of technology and increasing the global competition. Rationale for an organisation to want to market internationally and various routes tomarket an organisation can adopt.Whitbread plc is a UK based hotel brand and is largest Hotel and Restaurant Company and isa market leading business in the hotel and Restaurant sectors. In the company Whitbread plcemploys 35000 employees with its 2000 outlets all over the UK (Leary, 2016). Thus, thecited hotel has the capability to expanding its operation at global level to improve andincrease its business on a large extent.Expansion of the business operation at international level will help in increasing the customerbrand, profitability of the organisation and also help in establishing a positive brandrecognization are another rationale for engage in international marketing. Another rationalefor Whitbread plc to go international is, being such popular brand in UK hotel and restaurantmarket, it does not have strong presence in international market. Moreover, the increasingcompetitions in UK are forcing the hotel brand to expand its business in new countries(Ignatiev, 2015). Expanding the business in new market will help in exposure of new pool ofcustomers which leads to increase the sales of the hotel services and increasing the overallprofitability of firm.Routes to enter international marketWhitbread plc has different way for entering a foreign market in order to expand the businessoperations. Following are some routes which are available to enter in international market.3
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents
Business Health Check Assignment : Whitbread Plclg...
|17
|5931
|45
Concept of Financial Accounting PDFlg...
|9
|2664
|181
International Marketing Assignment - Savoy hotellg...
|15
|4144
|149
International Marketing: Strategies and Opportunitieslg...
|37
|7005
|90
Hospitality Management in the Contemporary Hospitality Industrylg...
|12
|3965
|43
International Market Entry Strategylg...
|17
|6130
|448