Scope and Concept of International Marketing

International
Marketing

Table of Contents
P1 Discuss the scope & concept of international marketing ..........................................................4
P2 Examine the rationale for enterprise to want to market internationally & discuss several routes
to market .........................................................................................................................................4
M1 Analyse opportunities & challenges that are available in international market .......................5
TASK 2 ................................................................................................................................................5
P3 Briefly explain criteria & selection process to use when going to enter international market . 5
P4 Examine various market entry strategies with advantages & disadvantages.............................6
M2 Use market evaluation criteria, entry strategies & make recommendations ...........................7
D1 Explain critical evaluation of international market, how company should adopt marketing
strategies for several markets ..........................................................................................................7
TASK 3 ................................................................................................................................................8
P5 Discuss overview of key arguments in global vs local debate (Covered in PPT)......................8
M3 Examine context and circumstances in which entity need to adapt global or local method . .8
P6 Analyse how products, pricing and promotional distribution method are different in variety of
international frame (Covered in PPT)..............................................................................................8
M4 Determine & analyse in detail how to adapt marketing mix of selected firm in different
international context.........................................................................................................................8
D2 Evaluation of how marketing mix is applied to range of international contexts ......................8
TASK 4.................................................................................................................................................8
P7 State & discuss several international marketing approaches (Covered in PPT).........................8
M5 Evaluate several marketing approaches & competitor analysis in relation to organisation &
make recommendations on how they should operate......................................................................8
P8 Differentiate between home & international orientation & ways to access competitors,
outlining effects of each method (Covered in PPT )........................................................................8
D3 Make recommendations on how company should be structured to maximise opportunity in
international view.............................................................................................................................8
CONCLUSION ...................................................................................................................................8
REFERENCES.....................................................................................................................................9
Books & Journal:.............................................................................................................................9

INTRODUCTION
Market is wider and broader which comprises of small, medium and large enterprises. It is
crucial to focus on scope of marketing so that goals are accomplished. International marketing is to
be defined as importing and exporting of goods across the foreign countries. Main aim of this report
is to understand the importance of marketing at international level (Buckley, 2018). Tesco, a large
supermarket organisation headquartered in United Kingdom. It is located at global scale and wide
range of competitors such as Walmart, Sainsbury, Amazon, etc. This report comprises of concept of
international marketing, reason of becoming internationally, selection process of internation of
international market, using of different market entry strategies, overview of global & local debate,
marketing mix, international marketing approaches and international orientation.
TASK 1
P1 Discuss the scope & concept of international marketing
International marketing refers to process of exchange of goods and services within foreign
countries. It is a critical concept which is required to be understood with proper considerations. In
context of Tesco, they also have many sub branches all over the world and accordingly has many
competitors.
Scope of international marketing
 Elimination of risks & new opportunities- Organisation with international market has
capability to understand the market structure on basis of which strategies are implemented.
So, this help in reducing of risks & allow firm to access new opportunities (Engwicht,
2018).
 Maintain and manages strong relationships- It is also seen that at international market
level, accessing to foreign countries and doing business leads to developing of strong
relationships within market. In relation of Tesco, they have a strong relationship with U.S
government and other countries.
International marketing & business
The concept of international marketing is crucial because it help in accessing to various
benefits as well as it is easy for businesses to access resources accordingly. Thus, it is crucial for
every entity to have relevant knowledge regarding market as well as countries where functions and
operations are easily executed (Gomes, 2020).