International Marketing: Key Concepts, Scope, and Routes to Market

This document provides an overview of international marketing, including key concepts, scope, and routes to market. It discusses the opportunities and challenges of marketing internationally and compares local and international marketing. The document also includes a market evaluation criteria and entry strategies for international marketing.

International marketing

Contents
INTRODUCTION.........................................................................................................................1
TASK 1............................................................................................................................................1
P1.................................................................................................................................................1
P2.................................................................................................................................................2
TASK 2............................................................................................................................................3
P3.................................................................................................................................................3
P4.................................................................................................................................................5
TASK 3............................................................................................................................................6
P5.................................................................................................................................................6
P6.................................................................................................................................................7
TASK 4............................................................................................................................................8
P7.................................................................................................................................................8
P8.................................................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
International marketing is defined as procedures as well as usages of principles related to
marketing for accomplishing several desires and needs of diverse person residing all over
worldwide. Mainly, global marketing highlights business environment where firm of various
countries may perform its business as well as facilitates its offerings to customers of different
nations with intent of providing accomplishment to its requirements (Arslan and et. al., 2020).
For this report, the under taken company is Airdri, which is a leading hand dryers manufacturer.
It is situated in London, England, UK. The topics which are going to be covered in this report are
international marketing key concepts and scope, rationale and various routes to market.
Moreover, selection and main criteria of global marketplace, several market entry tactics, and
key arguments related to local and international debate. Apart from this, numerous global
marketing researches as well as comparison among local as well as worldwide orientation as well
as way to evaluate rivals are also described in this report.
TASK 1
P1
International marketing is regarded as planning, determining, implementing and publishing
offerings of development at international level as well as provides accomplishment to consumers
desires who are living in various part across the world. In case entity performs into particular
marketing then this is acknowledge as international marketing. Within global market, firm have
huge scope as well as without global marketing not any entity may sustain for longer period. At
present era, marketing plan and tactics are not restricted so through utilising various techniques
of marketing, enterprise may enter into global market. Additionally, there is broadening scope as
enhanced purchasing power has drives towards higher product preferences among targeted
customers.
Scope of International marketing:
There is huge scope of global marketing for Airdri. Some scope are discussed
underneath:
 Imports: It is regarded as ways to market products to targeted consumers through
importing goods from different countries. The process of importing is defined as simple
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and impactful means of global marketing. By respective procedures Airdri required to
import goods which are aids to meet requirements of potential audiences.
 Contractual agreement: This is considered as the ways where firm is performing their
operations of business at global marketplace (Buccieri, Javalgi and Cavusgil, 2020).
Contractual agreement is deal among firms where they are enhancing product or service
sales at new marketplace. It is much in attainment of new opportunities for their growth
and success.
Key concepts of international marketing
There are many business concepts that are related with global marketing. The
international marketing key concept in regards to Airdri is discussed below:
 Domestic marketing: Within this marketing process types, firm is usually targeting clients
of local domestic marketplace. Whole that firms that is performing domestic activities of
marketing has intent to grab the attention of much local clients.
 International trade: It is defined as broaden concepts where firm is planning for
promoting as well as advertising goods or services at global marketplace. Global trade is
performed with intent of influencing audiences for gaining profitability.
P2
There are several ways by that Airdri firm would able to grab attention of much audiences
and obtain competitive edge upon other competitors firms. Respective entity required to perform
their business practices at global marketplace and explore their operations (Camilleri, 2020).
Through obtaining entry at global market, they required to operate their functions. It will be aids
to sales goods to clients outside nation. Moreover, it is vital for particular fir to explore and
develop their business performance.
Routes to market internationally
There are various approaches via which a agency will be able to marketplace its products
and services at global degree. It could be very crucial for Airdri enterprise to examine in addition
to compare every and every routes. This could be very useful in deciding on the maximum
appropriate way to market and promote enterprise's product and offerings at worldwide stage.
These business enterprises can without difficulty marketplace its product as well as attract huge
wide variety of customers towards enterprise (Cateora and et. al., 2020). Airdri agency is
providing high great product and offerings to purchaser so it's miles important for corporation to
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pick the maximum suitable direction for international advertising. This employer can use two
distinct styles of routes with a purpose to assists in increasing activities of marketing at global
stage. For chosen organisation, two routes are indirect and direct route. Both of those two routes
are point out beneath.
 Indirect Routes: Respective route to market the service as well as product at worldwide
degree consists of that enterprise might being undertaken assistance from few
intermediaries. This route of global market undertaken as the means wherein Airdri
requires for contacting with intermediaries and surrender marketing practices (Davcik
and et. al., 2020). This is obligation of intermediaries for promoting goods produced
through way of respective enterprise. The entity may reap oblique routes for marketing
their goods and attract international clients. It consists of association companions,
channel partners, device integrators, OEM companions and plenty of extra.
 Direct routes: This includes all those channels a good way to assist in corporation for direct
delivering and advertising their offerings to audiences. This routes does now not encompass
any indirect intermediaries among agency as well as audiences. Respective agency could
become capable for advertising in addition to sell commercial enterprise sports in its
services and products to centered clients. In direct routes respective corporation may be
capable of use all the ones commercial enterprise channel which result in sale synthetic
goods to clients and gain greater income. It path is beneficial to formulate effective relation
with consumer as well as get appropriate review.
M1 Opportunities and challenges that marketing internationally.
There are several range of opportunities and challenges that are available at international
marketing level in respect of Airdri. These are stated underneath:
Opportunities Challenges
At current times, the fundamental opportunities
which are present with respective firm at
international level marketing into that nation in
which they are expanding its enterprises that
has favourable condition of climate which can
aids firm for accomplishing targets.
One of the main challenge which is faced by
organisation while performing at global level is
variations into different country currency rates.
At current times, into nation wherein Airdri is The normal changes within regulations as well
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operating has an efficacious development
which can assists them for accomplishing
success and increases its overall performance.
as norms into nation into another challenge as
it formulate numerous problems to that entity
has to deal with in order to operate effectively
and efficiently.
D1 Evaluation of international market
In respect of Airdri, they will opt themselves to various atmosphere based upon its culture as
well as tastes of clients. The choices and tastes of individuals are differing from place to place so
as per its nature the business tactics would be developed through organisation. In addition to this,
economic as well as legal aspects also impact the functions of business so firm must found them
as well as formulate their tactics of marketing in order to develop awareness among audiences
regarding entity and their range of offerings.
TASK 2
P3
This is crucial for entity for selecting and opting effective marketplace. it will be much
helpful to maximise whole organisational performance. Airdri firm required to develop their
business activities at global marketplace (Farrell, 2020). Moreover, it will drives towards gaining
much profitability as they are entering into new market. Also, this is vital for them to determine
process of selection for undertaking most effectual marketplace. Respective process incorporates
several steps such as:
 International marketing objective: This is taken into consideration as a first step wherein
corporation is making plans to expand its commercial enterprise in addition to making
plans to enter into global marketplace region (Gomes, Sousa and Vendrell-Herrero,
2020). Respective employer could be choosing the market area as in keeping with its
dreams and goals. This could be completed by figuring out as well as evaluating the
lifestyle, moral, non secular values, criminal in addition to low-cost elements.
 Parameters for selection: This organisation may be choosing international place by using
analyzing in addition to evaluating exceptional parameters. There are various parameters
that desires to be undertaken through respective organization together with availability of
raw materials, marketplace conditions, governmental regulations, contention and many
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different element. This will assist in deciding on higher place that's appropriate as in step
with organization.
 Preliminary screening: After analysing in addition to comparing overall standards to
selection technique respective agency require to display standards on screen. As proper
as well as effective marketplace may be determined in addition to maximum appropriate
market vicinity may be selected. It would assist to identify various aspects together with
attitude of clients, size of population, economical framework and clients’ income.
 Analysis and Selection: At the time when second step is achieved Airdri wishes for
determining and pick maximum desired marketplace location. For corporation can desires
to identify all marketplace region in which Airdri agency can conduct its enterprise
operations. This will assist in choosing the most suitable in addition to suitable market
area a good way to without delay cause increase of business enterprise.
 Test marketing: Once respective firm has selected the marketplace area this organisation
desires to behaviour a check advertising. This could be achieved by using selling some
product at selected marketplace place with the intention to benefit proper (Kotabe and
Helsen, 2020). This will assist in imparting right expertise approximately the market
region.
 Commercial production: Respective organization needs to examine the outcomes of test
advertising with a purpose to examine as well as compare nice as well as bad influences.
This will results in determining the correct worldwide market region for Airdri
organization
Key Criteria
There are several criteria which desires to be undertaken through Airdri firm for selecting
effective global geographical marketplace are:
 Nature of Competition: Competition will lead to have an effect on the general industrial
company activities as nicely as standard overall performance of organisation. It is critical for
Airdri company to select the maximum suitable marketplace vicinity that have lower risk
from competition. This will assist in trap greater customers in addition to gaining
competitive gain over specific rival companies.
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 Legislation as well as norms: All nation has specific regulations as well as norms. This is
necessities for respective entity for observing overall legislation as well as norms for clear
performance and operations of entity.
P4
There were various techniques of enterprises which would assists Airdri for carrying out
functions of business efficiently as well as appropriately. This is necessities for respective entity
to effectively determine overall tactics through ways of identifying their benefits and downside.
This can be much beneficiary for organisation for evaluating several techniques of market entry.
Some are discussed below: (Kvitova, 2020).
Franchising: This refers to the agreement between one corporation to other business
enterprise. Moreover, it is considered as a contract among franchisee and franchisor that
incorporates extraordinary criminal guidelines and limit for both enterprises. Within respective
approach for entering into fresh worldwide marketplace location franchisee business enterprise
desires to par time expenses and charge to franchisor consists of proportion into income.
 Advantage: It might be much beneficial for respective organisation because this would
drives towards increase as well as improvement of commercial enterprise at worldwide
marketplace vicinity. This could be undertaken as benefits for entity because this
incorporates possibilities of fast overseas expansion.
 Disadvantages: Within it firm requires to proportion their profitability in addition to
revenues with other employer. This consists of huge control over the price of company
which is needed to carry out business operations. There are higher probabilities of
disloyalty from other entity
Licensing: It is regarded as legal agreement for performing commercial enterprise practices
at worldwide market region. Licensing is a technique wherein is associated with granting an
respectable licence to organization for carrying out enterprise operations (Liu, Zhang-Zhang and
Ghauri, 2020). Airdri enterprise can take license from authorities with the intention to carry out
their firm’s functions at worldwide marketplace. It would facilitates rights for selling intellectual
property to respective entity business enterprise on the way to be used for industrial functions in
worldwide marketplace.
 Advantage: Licensing consists of much lower cost for entering in global marketplace
location. It would assists into imparting efficient understanding regarding domestic
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situations of marketplace in addition to clients. Licensing consists of low economic risk
for respective entity.
 Disadvantage: This consists of loss of manipulate over renovation of organization in
addition to its enterprise activities. Airdri corporation could have much less manipulate
upon their firm’s functions as well as this is able to have poor affect upon entity.
M2 Market evaluation criteria and entry strategies and make recommendations
The criteria of marketing evaluation is determined is something which plays essential role
for firm who is seeking forward for gaining competitive edge as well as to maximise profit also.
At current period, this have been identified that there are numerous tactics which are available
into marketplace for entry in which entity could effectually operate its business by franchising
licensing and many others. it may also perform numerous benefits and drawbacks for respective
firm. In addition to this, it is also suggested that firm would need to opt franchising in order to
grab the effective position into marketplace.
TASK 3
P5
Comparison among both local as well as international marketing will aids in analysing that
marketing must be utilised through entity to enhance their sales and profitability. So, the key
argument and differences among international as well as domestic market are discussed
underneath:
BASIS LOCAL MARKETING GLOBAL MARKETING
Risk and ease Respective kind of marketing
is taken into consideration as
comparatively effortlessly as
firm is widely recognized
approximately marketplace
area.
Worldwide market is pretty
difficult in addition to consists
of massive threat for enterprise
Scale of operations Within home marketing whole
functions as well as operation
of business is performed at
Within respective market ,
Airdri organisation desires to
perform their manufacturing,
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home marketplace. trade, advertising as well as
different enterprise functions
at global marketplace region.
P6
Marketing mix play a vital position into improvement of enterprise in addition to its
overall performance. This is critical for organization for using effective procedures a good way
to perform commercial enterprise functions efficiently as well as appropriate way. It incorporates
four P's which include product, price, location and promotion (Sangra, 2020). As all international
locations are very specific from each different and feature specific subculture, client manners,
tongue, demographics and so forth. For amplify commercial enterprise function at Dubai
marketplace vicinity or some another worldwide marketplace it is necessities for respective
entity to research their product, price, place and promotion effectively.
Element United Kingdom International Markets
Products Airdri is manufacturing hand
dryer. Their key ranges of
products are Quad Hand
Dryer, Airdri Quest Hand etc.
Within it, firm requires to
produce goods based upon
consumers needs. Airdri
should determine desires of
new marketplace.
Prices Herein, firm is developing
prices based upon cost
incurred during producing
goods. The intent of pricing
tactics is to gain profitability
after recovering production
cost.
In respective market, This
firm ought to use unique
pricing strategies as in line
with need and expects of
different marketplace place.
Airdri desires to increase
provide expenses on the way
to assist in gaining
competitive gain over
different rival organizations.
Places In this, Airdri business Respective enterprise is find
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enterprise is production its
product in addition to
dispensing merchandise based
upon customers desires.
Target audiences may openly
buy goods from organisation
particular means for
distributing their goods as well
as services to audiences.
Respective entity may
promote their offerings to
merchant and services to
customers, shops, worldwide
alternate display, channel
companions and many greater.
Promotion In this market, Currently
respective business enterprise
is majorly the use of
conventional strategies of
promotion. The technique, this
is utilized through Airdri firm
is print media advertising,
phrase of mouth and so on.
For worldwide marketing it's
miles vital for it organisation
to pick out the maximum
suitable approach so that they
can appeal to increasingly
customers. This firm must use
modern-day approach together
with virtual media, social
networking web sites and
different.
M3 Organization should adopt a global or local approach
At current context, this may be stated that business marketing manager of entity is
essentially supposed for evaluating business market position into local or international
marketplace. While undertaking this, Airdri would be become capable to operate their business
activities at local level thereafter in this opportunities are not much. In addition to this, if
respective firm perform their operation at international level than they may avail huge
development opportunities as well as options.
M4 Adapt marketing mix of organization in various international markets.
In respect of Airdri firm, marketing mix have been formulated after undertaking overall
various components such as aims, mission, objective and others in respect to providing clients
with effective goods or services. In case, this is determined that it is very much required for
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Airdri administrative to undertake effectual marketing mix as well as it could be efficiently be
performed by marketing as well as increasing effectual tactics in context of pricing.
D2 Marketing mix is applied to a range of international contexts
International marketing mix strategy involves utilisation of various techniques as well a
instruments for gaining optimistic outcomes in respect of monetary results while performing into
global marketplace. The instruments are product, price, distribution and promotion as well as
while performing global marketplace the firm required developing tactics of business after
undertaking socio-cultural and legal of country wherein they are perform. The entity must
concentration opting international marketing mix tactics in which firm enters into global market
area with their range of offering as well as assumes that clients will have likewise requirements
and choices.
TASK 4
P7
Various approaches of global marketing that Airdri may opt for their business expansion are
discussed underneath:
 Global: This consists of all those enterprises that are positioned at distinct elements of the
globe. Global companies have exceptional organisational tradition as based on country
where this is situated (Sheth, 2020). These kind of corporations are imparting its services
and products throughout international and attract increasingly clients. For instance
Startbucks, Airbnb etc.
 Transactional: Whole that entities which, use of transnational method into global
marketing are taken into consideration as pretty complicated in nature. These
organizations are running its commercial enterprise features at a couple of nation in
addition to offering its products and services to unique part of the arena. For example
Nestle.
It may become ascertained that the above mentioned statistics which international gear as
well as processes were huge as well as may be without problems take on through enterprise firms
with the motive of creating expansion into global marketing.
Apart from this, some much approaches are :
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 Franchising: this is said as an settlement which is formed between or above parties
beneath which franchiser is a person who permit franchisee for the use of emblem name,
merchandise, services, logo and different in addition to then sell them to grab
profitability. Therefore, that is the approach which bound each events who're worried into
particular contract as it should be. further to this, employer have to manage the excellent
of goods or services for boosting emblem call as well as popularity of companies.
 Licensing: it's far stated as method which incorporates an settlement between greater
individuals that aids license with a purpose to get admission to patent by facilitating some
royalty amount of values. furthermore, that is undertaken to the settlement which do no
longer bound licensee for retaining nice of goods and services because it rendered by
using them.
From the above Franchising option is effective for Airdri as this is affordable method and
also in this entity does not has to invest huge funds. Moreover, it has moderate risk.
P8.
Comparison among home as well as global orientation is described underneath as well as
this also incorporates their implication and ways for assessing rivals:
Global orientation: Respective aspect is primarily depends upon conception scuh as there is
similarities and distinguish among several marketplace region (Sinkovics and Sinkovics, 2020).
It is critical for business enterprise for understanding those distinction and correspondence which
will achieve fulfilment at worldwide market location.
 Implication: Respective marketing approach kind would assists Airdri for gaining
competitive advantage upon different competitors entity.
 Ways to assess rival: Within it, this is anticipated that there are additional risk from
competition as well as it could drives towards having affects upon firm.
Home Orientation: It considered as aspect that is utilized through organization with the
intention for promoting and marketing their services as well as products. Within it, firm would
normally be liable to become aware of the connection among marketplaces (Vrontis and et. al.,
2020). Organisation will assume that each one the ones services and products which might be a
hit in nearby or home market place that also become successful into another marketplace region.
 Implication: It may become useful in growing effective management within worldwide in
addition to home marketplace of respective business enterprise
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 Ways to assess rivals: respective aspects incorporates that threats power from
competitors organisation is lower. The organization would typically assumes that rivals
would not become capable of appropriate business enterprise in addition to drives
towards purpose not or some damages to enterprise function.
For both global as well as domestic Airdri uses flat structure. As A flat structure is an
organisational structure with just a few layers of control. In a flat shape, managers have a huge
span of manage with greater subordinates, and there is mostly a short chain of command. Flat
organisational structures are normally used by smaller agencies or the ones adopting a extra
modern-day technique to control. Moreover this is beneficial for them as it elevates the
employees' degree of duty within the company. It eliminates extra layers of management and
improves the coordination and speed of communication among personnel. Fewer levels of
management encourage an less difficult choice-making method amongst employees.
Beside various types of organisational structure that are type one, two, three and four which
help firm to operate their business effectively into global areas. As Airdri is expanding their
business internationally and it is the small firm so type 1 organisation structure is suitable for
them. In this organisational structure they have to look after the sales and marketing department
so that they can easily able to identify that how to enhance their export turnover and also a
separate export department would be formed who are only responsible for exporting activities.
M5 Different marketing approaches and competitor analysis
At current times, this has been determined that there are various marketing approaches
additionally with the tools of competitor analysis which may be applied through Airdri are global
approach, transactional approach and others for developing an effectual strategy of marketing. In
addition to this, competitor analysis of marketing is performed for identifying as well as
determining the market tactics, strengths and weaknesses of rivals. Through analysing several
factors of competitors, entity may develop effective tactics as well as operate their business in
much efficient and appropriate way. Additionally respective evaluation aids firm ito identify
future tactics of rivals as well as its process and techniques of enterprises that they are utilising
for grabbing the attention of audiences.
D3 Recommendations organisations should be structured to increase opportunity
Airdri is an entity that produces their goods as per the trends of markets as well as choices of
their clients. So, it must basically utilise traditional framework into their business function for
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maximising their profitability as well as production into global market. It have to concentrates
upon opting departmentalisation as this renders advantage which is similar activities are group
together. Therefore, controlling and observing becomes easy as well as in case any thing went
wrong effective actions may be consider through senior authorities. Into traditional structure,
staffs are grouped based upon its competencies in products, procedures, audiences and others.
CONCLUSION
Based upon the above report, it has been concluded that international marketing plays
crucial as it states business environment where firm of various countries may perform its
business as well as facilitates its offerings to customers of different nations with intent of
providing accomplishment to its requirements. Moreover, there are various routes of marketing
also efficacious for organisational growth as with assistance of this; they can enter into internal
surroundings and accomplishing their business objectives. Along with this, there are several
business entry strategies and diverse approaches like multinational, transactional and others as all
these aids into expansion of business at international level.
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