Scope and Concepts of International Marketing

International
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
Task 1...............................................................................................................................................1
P1 Examine the scope and key concepts of international marketing.....................................1
P2. Explain the Rationale for willingness to market internationally and Various international
marketing entry routes............................................................................................................3
Task 2...............................................................................................................................................4
P3. Key criteria and selection process that the company should use when considering which
international market to enter...................................................................................................4
P4. Market entry strategies and their advantage and disadvantage........................................5
Task 3...............................................................................................................................................6
P5. Present a key argument in context of local & global marketing.....................................6
P6. Examination of pricing, product, promotion as well as distribution approaches.............8
Task 4...............................................................................................................................................9
P7. Global marketing approaches...........................................................................................9
P8. Domestic v/s global orientation along with methods to measure competitors.................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12
Books and Journals...............................................................................................................12

INTRODUCTION
International Marketing is marketing principles applicable in more than one
country, by the company’s expansion of business across the national boundaries. International
marketing is conducting business operations and activities internationally in organized manner.
Marketing play an important role in the current market to attract more and more customers
across the border companies need to expand there business internationally(Radulovich, Javalgi
and Scherer, 2018. Through international marketing companies easily provide information about
there products and services to the customers. This report is on ‘’Davison Canner’’ is the food
production company started over 40 years ago. There food and drinks available in more than 80
countries. Davison Canner food products include sticky toffee pudding, sticky chocolate
pudding, butter pudding, jams etc. Davison canner want to expand there business across Asian
countries, so manager of the company want to prepare a report to expand the business which
consist the strategies and plans related to the international market, difference between global and
local market, marketing strategies, marketing mix, recommendations for expansion etc. through
which operations are performed by analysing resources availability(Thussu, 2018). If there is any
risk in expansion, then it is important to plan strategy with which it is easy to expand.
Task 1
P1 Examine the scope and key concepts of international marketing
An introduction to the company
Davison Canner is the UK based company deals in food products started in 1974
this business owned by a family they provide good and best quality food items. They try to
utilize their resources by focus on customer needs and wants. Fruits are grow at company’s own
farm so they provide good quality products to there customers(Baier-Fuentes and et. al, 2019) .
They also expand their business in beverage sector they get funding from HSBC bank. They
provide wide variety of dessert to the bakery. They also diversifying their products range by
considering the requirement of the customers. Davison Canner new products attract the
customers and also provide growth and profitability to the company.
Define international marketing and its main differences to local marketing
1

According to Muhklbacher, Helmuth, and Dahringer, 2006- International marketing is
applicable for marketing orientation and marketing capabilities to international business.
According to American Marketing Association ,- International marketing is global
process of planning and evaluating the conception, promotion, pricing, supply and distribution of
ideas ,activities goods and services to create exchanges that satisfy individual and companies
objectives and goals(Aswani and et. al, 2018)/ According to Warren J. Keegan, - International
marketing is the way of focusing the resources and objective of the companies on International
marketing opportunities and needs.
Davison canners managers want to expand their business in Asian countries, so it is
important to create positive image and also consider the values and belief of the company in the
mind of customers. They need to analyse the market to expand their business internationally.
Davison Canners advertisements have positive impact on customers which help in increasing
their sales. Manager of the company need to create some new business and marketing strategies
also need to focus on international market (Skudiene, Auruskeviciene and Sukeviciute, 2015 )
Difference
Local marketing also called neighbourhood marketing is the marketing strategy
target customers of local area and customers with in the boundaries. Conducting a business at
local level is easy as compare to international marketing. Local businesses focus on customers
those who are close to them. It is easy to get feedback from local customer for the companies and
this give an advantage to the companies make changes according to the customers (Vellas,
2016). Companies develop unique position in the local market and give competitive advantages.
Companies main focus is on customers’ requirements and needs(Beck, Chapman and Palmatier,
2015). Local and Neighbourhood marketing creates good brand image in the local market and
international marketing create brand image globally. In local marketing target market and
customers are local and available with in specific geographic boundaries and in international
marketing target customers and market is outside the country. In local marketing there is no
language issue but in international marketing language is a barrier to the companies. It is easy to
adopt or change customer demands in local marketing as compare to international marketing.
International marketing scope and key concept
2