International Marketing: Scope, Concepts, and Strategies

This document provides an overview of international marketing, including its scope and key concepts. It discusses the rationale for organizations to market internationally and describes the various routes to market they can adopt. It also evaluates the key criteria and selection process for entering international markets and explains different market entry strategies with examples and their advantages and disadvantages. Additionally, it presents an overview of the global vs local debate and how the product, pricing, promotional, and distribution approaches differ in international contexts. The document concludes with a comparison of home and international orientation and recommendations for organizations to maximize their opportunities in international markets.

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

orientations to the internation marketing is entring of the company to international market in order
to expand its sales and production. And ulitmately to generate more revenue.
M1 Evaluation of opportunities and challenges faced by organisation in international marketting
The opportunities and challenges faced by the organisations in international marketing is risks of
supply. 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.
D1 the critical evaluation of intenational marketing in order to organisations adopt marketing
strategies
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.
P2: Discuss the rationale for an organisation to want to market internationally and describe the
various routes to market they can adopt.
There are several reason for rationale of Tesco to market internationally
it will increase the profitabily and sales of the company
the organisation will enter new markets
create jobs for various jobless
overcome the slow growth in that of home marketing
international marketing will help in exploring untapped market with the help of internet
creation of huge economies due to the increase in the scale of production
internation market will eventually helps in enlarging the customer base of the organisation
give a competitive age to the organisation.
Variours route to market internationally for Tesco are

Direct selling
direct selling is the approach used by the company to market internationally their product. In this
approach the produce commodity produced by an organisation is directly sold out to the
international market without any intermediator.
Selling wholesale
in this approach of selling the product wholesale in international market suggest that commodity
produced by company export its product in the international market depending upon its demand at
the international level. Wholeselling mean selling in mass volume.
Distance selling
distance selling means selling of commodity which is produced in some foreign location. This could
be seen both in international as well as in domestic market.
Online selling
selling of a product or comodity online is the route of market used by companies for international
marketing. In such approach individual situated at some location can order the product produced at
some other location.
Combination of channels
in combinations of channels approach a comodity is passed through several international marketing
routes so that the organisation is able to fulfil the needs and wants of the customer while the
customer is also satisfied by achieving the desired comodity according to its needs.
P3: Evaluate the key criteria and selection process to use when considering which international
market to enter.
The main criteria for selecting international market
demand analysis
demand analysis is the criteria for selection of international marketing as it analyses the current as
well as pottential demands of the product in the source market along with the analysation of
expected evolution.
Distribution channel

there are several channels of distribution are there such as
creation of joint ventures, a subsidiary company, business over internet, through commercial agents,
a local distinction in the market to expand as well as distributing internationally from the home
market (Ghauri and et.al, 2016).
Analysis of the competition
for analyisation for the competitors the organisation which is willing to expand has to identifying
the main competitors as well as need to describe them, the company has analyse the sale data of last
three years as well as economic evolution of the country. Moreover, the company has to find out the
factors such as market maturity, financial position etc.
Environment and market analysis
the environment and market analyisation is the selection criteria for international marketing which
analyses several factors of the country such as possible operational difficuties of the country such as
market legislations, market appeal. Several environment factors which helps in selection of the
international market are political factors, country risks, growth rate of GDP of the country as well as
several other factors such as social culture..
the international market selection process includes
international marketing objectives
this step analyses the export marketing objective of the organisation
Parameters for selection
this step of parameters for selection process of international marketing clearifies the parameters and
criteria for evolution, such as international environment, market selection etc.
Preliminary screening
this step eliminated the market which does not has the capable pottential to maket internationally. It
uses parameters for preliminary screening such as country population, per capita income of the
people etc.
Short listing of markets
this step eliminates the market which does not meets the considerable parameters.
Evaluation and selectionn

this step shortlist the market with the referen to analysis to cost benefits as well as market which is
feasible for the benefit of the company.
Test marketing
this step let the producers of the company to know about the feedback of the market.
Commercial production
this is the last step in the selection process of international marketing, once the market got selected,
the organisation tends to so mass production. This step might include some minor modifications in
the production process of the comodity.
M2 application of market evaluation criteria and recommendations for organisation for entry
strategy.
Demand analysis is the criteria for selection of international marketing as it analyses the current as
well as pottential demands of the product in the source market along with the analysation of
expected evolution analyisation for the competitors the organisation which is willing to expand has
to identifying the main competitors as well as need to describe them, the company has analyse the
sale data of last three years as well as economic evolution of the country. Moreover, the company
has to find out the factors such as market maturity, financial position etc.
P4: Explain, using examples, the different market entry strategies, including the advantages and
disadvantages of each.
There are basically two types of market entry strategies are their such as direct expots and indirect
export strategy
Direct export strategy
the direct export is the strategy of exporting the good made by a company, by capatalizing on scale
of economies in production at the home country and affording distributing towards the oversea
country. This type of exporting technique is suited good when the volume of exporing product is
less., but as soon as volume increases the exporting may trigger protectionism. This mode of export
technique generally has no intermediaries.
There are basisically two types of direct expports i.e. sales representatives as well as inporting
distributors
Advantages

greater sale potentials which eventually resulting in greater profit earnings than indirect exporting.
Better protections to intangible property, goodwill, patents as well as trademarks
good informations of feedbacks through the desired audience which ultimately brings better
relationship between buyer and consumer (Martin and Javalgi, 2016).
this strategy has complete control over its foreign market as well as its foreign representative
Disadvantages
requirements of greater informations
this strategy generally required more time of investment, resources and more organisational changes
this requires generally higher cost of startups
Indirect export strategy
in this type of exporting strategy the process of export is done domestically through export
internediaries. In such type the exporter of the comodity has no control over its comodity in the
oversea market or at the foregn markets.
There are basically five types of indirect export strategies i.e. export trading company, export
management company, export merchants, confirming houses as well as non conforming purchasing
agents.
Advantages
no direct handling of exporting process
concentrate towards resources for production
has faster market access
Disadvantages
this method has comparitivelly lower sale than that of direct exporting
any mistake by distributor will lead to the lowering the reputation of the complete success of the
company in the international market
a very less or no control in the distributing, selling as well as marketing of the product like direct
exporting.

P5: Present an overview of the key arguments in the global vs local debate.
The priciple of local marketing is simple i.e. in local marketing the comodity produced at one
location is utilized by the people of same geographical dimension. Therefor such companies tends
to fulfil the needs and demands of the the consumers situated at the local level.
The principles of global marketing suggests that the comodities produced at one location is not only
designed or produced for the local reach, infact such commoditis are produced for the customer
base situated at the global level. Thus, conpanies which are producing for the global market, keep in
mind the demands of the people situated overseas or at some foreign market.
M3 adoption of global or local approach for highlighting implications of doing international
marketing
The priciple of local marketing is simple i.e. in local marketing the comodity produced at one
location is utilized by the people of same geographical dimension. Therefor such companies tends
to fulfil the needs and demands of the the consumers situated at the local level.
P6: Investigate how the product, pricing, promotional and distribution approach differs in a
variety of international contexts.
Product
the basic marketing of product or service is aimed to target the needs of the market. But while
considering this aim of fulfilling the needs in the international market has to determine the various
factors such as consumer cultural background, religions, buying habit as well as levels of personal
disposable incomers. In some situations the organisation has to some strategies of marketing mix
and products in order to fulfill the local wants as well as needs. Standardisation is the process of
adapting product in local market.
Thus by standardisation and customization the product can work well. Therefore the right approach
used by organisation depend upon the selection of foreign market, strength of brand as well as it
depend upon the product of the organisation.
Pricing
on the international scale prising is a complex task. Pricing always consider the points such as fixed
and variable cost. Competions as well as the target group. The several factors that affects the
prising are
economical condition of the country

the currency
level of personal disposable income
fluctuations in the exchange rates
tarrif or import duty
transportation cost.
The level of competition in prising is somehow increased due to internet which has generated
pressure on global competitors to lower the price of commodity.
Promotional
similarly like international product decisions the company could also adapt the strategy for
promotional message. Advertising message may depend upon the countries regional practices,
cultural attitudes, political climate as well as it might depends upon the language of the country.
Some organisations adopt the strategies for promotional advertising depending upon the cultural
background as well as their practices which significantly affects the appeal of customers
Distribution
distribution of the comodity must happen at the right place at the right time. Generally distribution
of the product on the local market happen in the chain process such as from manufacturers, to
wholesellers, to retaillers and lastly to the consumers who buy the comodity. But while considering
the international marketing of the product there are several more parties are included in the process
of distributions. Thus, the distributers of the product has to understand the chain of distribution
which is different for different countries. This difference in chain of distribution is due to
transportation costs as well as margins of profits.
M4 adaptation of marketing mix for an organisation in different international markets
The priciple of local marketing is simple i.e. in local marketing the comodity produced at one
location is utilized by the people of same geographical dimension. Therefor such companies tends
to fulfil the needs and demands of the the consumers situated at the local level.
D2 application of marketing mix in international marketing
The basic marketing of product or service is aimed to target the needs of the market. But while

considering this aim of fulfilling the needs in the international market has to determine the various
factors such as consumer cultural background, religions, buying habit as well as levels of personal
disposable incomers.
P7: Explain and analyse the various international marketing approaches organisations can
adopt.
The various approaches through which an organisation can market internationally are:
Franchising the brand
franchising is the easier way to break into the new markets. Francising is done by the company in
order to open the doors in the international market and will facilite the company in making huge
profit and will also enhance the brand value. Moreover, sometimes franchise could serve as a
backdrop of the organisation if any of the outlet of the company had placed a negative image in the
market place.
Direct exporting
Directing export is the type of international marketing in which a comodity is exported from one
markert to the another with the help of an agent or friend or partner situated overseas, where the
comodity is been going to be exported.
Partnering up
Partnering up is the another route to international marketing in which there are two or more partners
are there in a business. Therefore, when the business is established or the terms of bussiness are
assigned then comodities produced at one place is exported to the partner of the business sitting at
the other country.
joint venture
in joint ventures, there is the equal partnership of 50-50 between partners. In such type of
internation marketing the partners tends to link their business mostly with an equal inmestment and
tends to earn some sort of equal profits. In such routes of international marketing the two companies
are generally separated from each other, but tends to work together for one particular business and
tryes to succeed in the business.
just buying a company
in such type of routes for international marketing, the morepowerful overseas company tend to

acquire the less powerful local company. Such that by acquiring or buying a local company either
for production or supply of the commodity, facilities the local company from getting vinded up.
licencing
in licencing the overseas company which wants to expand tends to convince the the to sell its
products. For selling the local company has to deal with all the governments and laweys to iron
carry out the legal aspect of the sale of the licence.
M5 evaluation of marketing approaches and analysion of competitors
In licencing the overseas company which wants to expand tends to convince the the to sell its
products. For selling the local company has to deal with all the governments and laweys to iron
carry out the legal aspect of the sale of the licence.
D3 recommendations for organisation to maximise their opportunities in international market,
franchising is the easier way to break into the new markets. Francising is done by the company in
order to open the doors in the international market and will facilite the company in making huge
profit and will also enhance the brand value. Moreover, sometimes franchise could serve as a
backdrop of the organisation if any of the outlet of the company had placed a negative image in the
market place.Partnering up is the another route to international marketing in which there are two or
more partners are there in a business. Therefore, when the business is established or the terms of
bussiness are assigned then comodities produced at one place is exported to the partner of the
business sitting at the other country.
P8: Compare home and international orientation and ways to assess competitors outlining the
implications of each approach
identifying the need as well desire of the product by the consumer and applying strategies to
produce the comodity which would satisfy the needs of the customer is the approach of the business
which is called market orientation.
Home market orientation
home market orientation is the business approach in which companies tends to produce the
comodity which would fulfill the needs and wants of the consumers located at the domestic level.
These companies has the good knowledge of the local culture as they too belongs to the same
geographical boundaries (Morschett, Schramm-Klein and Zentes, 2015.).
international market orientation

the international marketing orientation suggests that the business approach used by the companies
which tends to produce the commodity which would fulfil the needs and wants of the consumer
which are generally situated overseas or in the international market. These companies has to focus
on the development of the product according to the characterstics of the demand of the consumer
sitting overseas.
The varios implications of international market orientation are
higher global profirs
better quality of products and services
integrated global outlook
CONCLUSION
This report can be concluded as 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.
The report has addressed 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.

REFERENCES
Books and journals
Ghauri and et.al, 2016. Corporate social responsibility in international marketing: review,
assessment, and future research. International Marketing Review.
Kotler and et.al 2018. Marketing management: an Asian perspective. Pearson.
Martin, S.L. and Javalgi, R.R.G., 2016. Entrepreneurial orientation, marketing capabilities and
performance: the moderating role of competitive intensity on Latin American International
new ventures. Journal of Business Research, 69(6), pp.2040-2051.
Morschett, D., Schramm-Klein, H. and Zentes, J., 2015. Strategic international management (pp.
978-3658078836). Springer.
Vellas, F., 2016. The international marketing of travel and tourism: A strategic approach.
Macmillan International Higher Education.