International Marketing: Scope, Concepts, and Strategies

International Marketing

Table of Contents.
INTRODUCTION................................................................................................................................3
P1: Analyse the scope and key concepts of international marketing...............................................3
M1 Evaluation of opportunities and challenges faced by organisation in international marketting
.........................................................................................................................................................5
D1 the critical evaluation of intenational marketing in order to organisations adopt marketing
strategies..........................................................................................................................................5
P2: Discuss the rationale for an organisation to want to market internationally and describe the
various routes to market they can adopt..........................................................................................5
P3: Evaluate the key criteria and selection process to use when considering which international
market to enter.................................................................................................................................6
M2 application of market evaluation criteria and recommendations for organisation for entry
strategy.............................................................................................................................................8
P4: Explain, using examples, the different market entry strategies, including the advantages and
disadvantages of each......................................................................................................................8
P5: Present an overview of the key arguments in the global vs local debate................................10
M3 adoption of global or local approach for highlighting implications of doing international
marketing.......................................................................................................................................10
P6: Investigate how the product, pricing, promotional and distribution approach differs in a
variety of international contexts....................................................................................................10
M4 adaptation of marketing mix for an organisation in different international markets...............11
D2 application of marketing mix in international marketing.........................................................11
P7: Explain and analyse the various international marketing approaches organisations can adopt.
.......................................................................................................................................................12
M5 evaluation of marketing approaches and analysion of competitors........................................13
D3 recommendations for organisation to maximise their opportunities in international market,. 13
P8: Compare home and international orientation and ways to assess competitors outlining the
implications of each approach.......................................................................................................13
CONCLUSION..................................................................................................................................14
REFERENCES...................................................................................................................................15

INTRODUCTION
International marketing is basically the marketing principles through which the
organizations market their products overseas or across the national border and thus capture their
market share. In short, international marketing helps the organizations to expand in the wider
geographies by focusing on the specific target segment of particular market. It is basically
multinational process of the planning as well as execution of pricing, promotion, distribution and
other attributes. TESCO is the multinational groceries as well as the general merchandise and
retailer which is being established in 1919 by Jack Cohen and headquartered in England, UK. IT
mainly deals in a variety of products as well as services like Superstores, TESCO metro, Petrol
stations, club-cards etc. IT has its subsidiaries in TESCO bank, Tech support etc. It is apparently the
third larges in terms of the retailer across the entire world and ninth largest in terms of their
revenues. It has around 6800 shops which are spread across the world and serves more than 100
counties. It is being listed in the London Stock exchange and thus is the component of FTSE 100
index along with the market capitalization of £18.1 billion (Vellas, 2016).
The report addresses the scope as well as concepts in international marketing, Rationale for
expansion and the routes taken, key criteria and selection process used for expansion, Various
market entry strategies along with advantages and disadvantages, Global vs Local debate, products,
pricing, distribution a swell as promotional approaches within organization, International marketing
approaches which organizations adopt and comparison between home and international orientation.
P1: Analyse the scope and key concepts of international marketing.
Scope of international marketing
Imports
importing of products is the business in which the company tends to buy the products so that it can
resale the same product to its potential customer who are situated inland to the company which is
impaorting from the foreign. This is generally done by the companies in order to improve their own
production line (Kotler and et.al 2018).
Exports
exporting of the products is the business in which companies tends to send the finalized product to
internation or global market on their own franchised in order to sell the comodity and increase their
revenue generation. The company has to pay for the cost of sending the comodity to internation
market which the company covers through the revenue generation. Both importing as well as

exporting is done by the companies in order to expand their reach of business.
Contractual agreements
in contractual agreements when the business tends to expand in the international level, then the
chances of doing the business exposes even to more greater level. That is when the companies tends
to agree with the local companies under some conceptual agreements where they could have benefit
of co production with the local company or even the local company could provide the technical
assistence. These agreements are protected by several terms of licence
Joint venturing
in joint ventures two or more companies tends to work together in order to have a collaborative
association for a resonable period of time. Here both the profits as well as losses is to bear the all
the companies according to their propotrtion of role in the joint venture.
Contract manufacturing
this is one of the common tactic used by the companies in order to reduce the cost of production of
comodity . Assembling of the product by other company is generally seen under the contract
manufacturing scope of international marketing.
Management contracts
in manufacturing contracts in international marketing the comtracts helps in achieving the skilled
workforce from one company from the other company in order to have skilled workforce. This will
compress the shortage of skill filled labour whenenve essentially required.
Key concepts of international marketing
Orientation to foreign trade
orientations to foreign trading is the key concept which suggest the entry of the company in the
foreign market.
Guidance to sales in foreign market
each countray has its set of rules and regulations under which it allows the overseas company to do
business in its local market. These rules and regulations are the business guideline in the foreign
market.
Orientation to international marketing