Scope and Key Concepts of International Marketing

INTERNATIONAL
MARKETING
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Table of Contents
INRODUCTION..............................................................................................................................3
P1 Analyse the scope and key concepts of international marketing......................................3
P2 Explain the rationale for it to want to market internationally and describe the various
routes to market the organisation can.....................................................................................4
M1 Opportunities and challenges that marketing internationally..........................................5
D1 Evaluation of the international market where how organisation should adapt to their
marketing strategies................................................................................................................6
TASK 2............................................................................................................................................6
P3 Key criteria and selection process to enter international markets.....................................6
P4 Different market entry strategies and the advantages and disadvantages.........................7
M2 The market evaluation criteria and entry strategies and recommendations.....................8
TASK 3............................................................................................................................................8
P5 Overview of the key arguments in the global versus local debate....................................8
M3 Organization should adopt a global or local marketing...................................................9
P6 Product, price and promotional distribution approach differs in international markets....9
M4 The marketing mix.........................................................................................................10
D2 Evaluate how the marketing mix is applied to a range of international contexts...........10
TASK 4..........................................................................................................................................10
P7 Explain and analyse the various international marketing approaches.............................10
P8 Compare home and international orientation and ways to assess competitors...............11
M5 Evaluate various marketing approaches and competitor analysis and make
recommendation...................................................................................................................12
D3 Make recommendation on how organisations should be structured to maximize the
opportunity in international marketplace..............................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14
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INRODUCTION
The organisations are working to expand the business in international markets and the
business activities are planned, operated and strategies and goals are made to achieve profits for
the new market. The growth in the organisation will help them increasing profits and they will
get customers (Asseraf, Lages and Shoham, 2019). International businesses help the
organisations to grow and have the advantage where they will increase the processes. The chosen
organisation for the report is Airdri Ltd. and the partners Peter Phillips and Peter Allen are
engineers and founded the organisation in 1974 in UK. This will help the organisations get in
new markets and customers will get products at good rates. The report includes analysis of the
scope and concepts of international markets, different types of markets, the ways in which it can
be selected and the advantages and disadvantages of the international strategies, marketing mix
of international markets and analysis of the competitors strategies.
P1 Analyse the scope and key concepts of international marketing.
International marketing may be regarded as an idea by which entity is planning to explore
their practise of business at global marketplace. This is much essential for organisational success
and development for maximising their operations into global market. It will aids in grabbing the
attention various audiences towards business and exploring their functions at new market. Also,
it will be aids to attract much audiences and maximising respective firm market share. Along
with this, it will assist to obtain competitive edge over other competitors and enhance their
profitability.
International marketing scope
There is wider global marketing scope for Airdri. Worldwide may be stated as manner
that is basically align with products or service flow towards international market consumers. This
aids them to grow their operations at internal market. So, the Global marketing scope in regards
of Airdri is stated underneath:
 Exports: Herein, organisation would be exporting their final and semi accomplished
goods to global marketplace. Also, it is efficacious procedures for gaining profitability
through grabbing the attention of many clients towards firm. The exporting is undertaken
as procedures wherein Airdri would be determining their offerings desires into worldwide
marketplace (Huang and Sarigöllü, 2020). So, exporting has boarder scope for Airdri as
this directly drive towards maximisation into profitability and base of audiences.
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 Fully owned manufacturing: When firm is fully producing their goods to global
marketplace with an aim of accomplishing desires of audiences. Within completely
owned manufacturing, Airdri would be own new enterprises at international marketplace.
Airdri will become competent to market their offering at new market.
Key concepts of international marketing
There are many business concepts that is associated with worldwide marketing. Global
marketing main concepts in regards of Airdri are described below:
 Domestic marketing: In this form of marketing method, organisation is commonly
targeting local audiences of domestic market. Whole that firms that is operating domestic
activities of marketing have intent to grab various domestic clients’ attention. Airdri Ltd
has to give the products to the domestic customers in different marketing according to
the needs.
 International trade: It is defined as wider aspects wherein organisation is plan for
promoting as well as advertising their offerings at worldwide marketplace. Global trade
marketing for Airdri Ltd. will be operated with aim of influencing clients for earning
large profits.
P2 Explain the rationale for it to want to market internationally and describe the various routes to
market the organisation can.
There are numerous ways by that the firm such as Airdri would become competent to
obtain many audiences and acquire competitive edge upon other competitors firms (Killing,
2020). Respective organisations have to perform their operations at international countries and
explore their functioning. Through entering into new market respective organisation has to
operate practices of business. It will be aids firm to sales their offering to audiences of
international nation. It is vital for chosen firm to develop activities of business and increase their
performance.
Routes to market globally
There are many means by that organisation would be able to market their offerings
globally. Moreover, this is important for Airdri to evaluate and examine all routes. As it will
assists to adopt most effectual way for marketing as well as promoting offerings of the entity at
worldwide. Also, this is helpful in easily market their goods and acquire huge number of clients
towards firm. Respective organisation is rendering standard quality of offering to consumers so
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