International Marketing

International
Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................4
TASK 1............................................................................................................................................4
P1 Analyses of scope and concepts of international marketing..................................................4
P2 Analyses of the rationale for an organisation to enter in the international market and
different routes of entering in the international market..............................................................5
M1 Analysis of opportunities and challenges involved in the international marketing..............6
P3 Analysis of selection process and key factors to be evaluated while entering to an
international market....................................................................................................................7
P4 Evaluation of different market entry strategies for international marketing..........................8
M2 Market Evaluation Criteria and Recommendations..............................................................9
D1 Evaluation of International Marketing Strategies of the Organisation.................................9
P5 Assessment of Global vs Local Market.................................................................................9
P6 Analysis of 4P's approach in International Context.............................................................10
M3 Analysis of situation in which an organisation is adopting a global or local approach.....10
M4 Analysis of Marketing Mix of company in different International Markets......................11
D2 Evaluation of marketing mix in different international markets.........................................11
P7 Different international marketing approaches for the organisation.....................................11
P8 Comparison of home and International Orientation and ways to assess the competitors....12
M5 Recommendations for the company to work in the international market...........................13
D3 Structure of organisation to utilise the opportunities in an international market...............13
REFERENCES..............................................................................................................................15
Books and Journals ..................................................................................................................15

INTRODUCTION
International marketing is the application of the local marketing strategies of the
companies across the globe who have their expansion in the overseas market. This explains the
extension of the marketing strategies of the local company for targeting the customers
internationally. International marketing deals with the distribution, pricing and selling of
products and services internation ally to satisfy the customers for the attainment of the
organisational objectives (Misirlis and Vlachopoulou, 2018). This strategy is oriented towards
the promotion and product development strategy according to the requirements of the customers.
Unilever has been working since 1888, headquartered in London and has captured major market
share in different sectors.
It is the largest soap producing company who has expanded its roots in 4 different fields
namely; beverages, food, home and personal care. This report explains about the different
international marketing strategies adopted by Unilever for att6racting the target audience across
the globe. This report also depicts the criteria for the selection of international market, barriers
faced by the company for entering in the international market. The key elements of marketing
plan is al;so explain in the given report with the demonstration of how to evaluate international
marketing efforts (Morganand et. al., 2018).
TASK 1
P1 Analyses of scope and concepts of international marketing.
International marketing has wider scope in its operations as it helps in targeting the
customers effectively. The scope of the international marketing in context with Unilever can be
explained as follows:
 Establishing: This criteria deals with production, processing of the goods according to
the needs of the current market era. In context with Unilever, the company has carried out
the manufacturing process according to the needs of the customers by analysing them
precisely (Ju, Jin and Zhou, 2018).
 Joint ventures and Collaborations: This criteria helps the company in combining the
marketing strategies of two different company towards the common goal of attainment of
target audience. Unilever announces its joint venture with Europe and Asia Commercial
Ltd, (EAC) that includes marketing and distribution of home and personal care.

 Licensing Arrangements: Under this criteria the company establishes the license
agreements with the foreign companies which will provide financial support to the
company. In relation with Unilever, the company has diversified its operations across the
globe with the aim of sustaining competitive advantage over its competitors.
There are some of the key concepts of international marketing in relation to Unilever
company which can be explained as follows:
 Production Concept: This concept involves those products that are inexpensive and
easily available for the customers across the globe. In relation with the Unilever, the
company focuses on the production of unique and innovative products by precisely
analysing the customers preference (Jin and Cho, 2018).
 Marketing Concept: This concept involves the marketing strategies adopted by the
company for surviving in the competitive market. Unilever Company focuses on the
development of marketing channels for the brand communication.
 Societal Marketing Concept: this concept believes in returning the society by producing
the better products for the offerings. Unilever works on this concept by designing the
harmless products for the society for the maintenance of the strong customer base.
Hence, these are the key concepts and scope of international marketing in context of
Unilever Company which will help in enhancing the brand awareness and increasing the growth
of the company as a brand in the global market.
P2 Analyses of the rationale for an organisation to enter in the international market and different
routes of entering in the international market.
International market provides many key advantages that will benefit the production and
operational processes of the company. In context with the Unilever a globally famous brand has
the following rationale for entering in the international market:
 Growth Rate: The growth rate determines the value of the brand in the international
market. In context with Unilever, the company focuses on maintaining the growth
prospects by taking advantage of the opportunities associated with the international
demand for their brand products (Hollensen, 2019).
 High Demand: Unilever products offers highly demanding products to its customers by
maintaining the quality standards and focusing on the preference of the customers. This
will help in maintaining the competitive edge for the company.