Scope and Key Concepts of International Marketing

This report discusses the scope and key concepts of international marketing, including the rationale for companies to market internationally and the different routes to market. It also evaluates the opportunities and challenges that international marketing presents to the industry. The report focuses on B&M Bargains Company, a retail company based in England, and provides recommendations for their international marketing efforts.

International
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
P1:Analyse scope and key concepts of international marketing............................................3
P2:Discuss rationale for company to want to market internationally and explain different
routes to market company can adopt......................................................................................4
M1:Evaluate opportunities and challenges that marketing internationally presents to industry.5
TASK 2............................................................................................................................................6
P3:Evaluate key criteria and selection procedure to use when considering which international
market to enter........................................................................................................................6
P4:Describe using examples different market entry strategies including advantages and
disadvantages of each.............................................................................................................7
M2:Apply market evaluation criteria, entry strategies and make recommendations for
company.................................................................................................................................8
TASK 3 & TASK 4..........................................................................................................................8
Covered in PPT.......................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES:.............................................................................................................................10

INTRODUCTION
International marketing refers to performance of organisational activities which designed
to price, plan, promote or direct flow of goods and services in company to customers in different
nations for generating more revenue. It is also application of principles in marketing to satisfy
varied wants and needs of various people occupy across national borders. It helps in enhancing
country's GDP and growth rate. International marketing and import or export process build a
good relations between two countries. Below report is based on B&M Bargains Company,it is
based on retailing and founded in 1978 in Liverpool, England. They have more than 673 outlets
in various locations and company operate their business with 32,000 plus employees. They have
different category in groceries and other (Abraham and Reitman, 2018). It is listed in London
Stock Exchange. Below report includes How marketing contributes to organisation strategies
international context, evaluate entry to chosen of international market or define key of success.
Research how elements of marketing plan can be adapted across international market, how to
organise and eventuate international marketing efforts.
MAIN BODY
TASK 1
P1:Analyse scope and key concepts of international marketing
There are various scope of international marketing which is important for expanding
business in smooth manner and understand market situations. Some scopes are described below
as;
 International marketing leads to peace among countries, in this entire activities associated
with organisation such as production, marketing and development, mostly in high tech
products, involves persons from different locations to work together. International
marketing build a healthy relations between nations.
 Market on global based can reduce risk and provide more opportunities, expanding more
business in across world and generate more revenue (Anning-Dorson, 2018). This will
assist in reduce risk in business and provide more opportunities to expand business and
enhance profit

 Factors are affecting scope of International marketing, trend towards acceptance of free
market among developing nations affect scope (Camilleri, 2018). Changing
environmental factor also impact upon scope.
 Import and export, both create demand and supply in different market and nations.
Through this country's GDP rate also enhance.
In context to B&M company, they have lots of opportunities in different countries they can
expand their business thorough digital platforms.
There are different key concepts of international marketing, which are explained below as;
 Product concept: In this company define those goods which are accepted by customers
with best quality and advanced features. It is understanding of dynamic of products in
terms to show case best qualities.
 Production concept: It is belief that consumer would always adopt goods which are
readily available and cheaper. IN terms of B&M company, they provide different types of
variety in groceries at best rates and quality.
 Marketing concept: They adopt new techniques and technologies to expand and reach
people for their services and products.
 Selling Concept: B&M company sell their products and services through offline and
online stores via their own application and website.
P2:Discuss rationale for company to want to market internationally and explain different routes
to market company can adopt
For a company there are lots of reasons to explore and expand market internationally,
which are described below as;
 Economies of scale: While doing selling at Global level or entering in foreign market it
becomes advantageous for organization because they accomplish higher economies of
standard (Davvetas and Halkias, 2019). It becomes best opportunity for organisation to
expand their business at high scale or generate innovated or new products.
 Increased Profitability: While expanding the marketing business internationally
organisation are able to enhance their profit as well as diminishing entire operational
expense. With the support of doing business internationally industries can attract more
consumers. While doing marketing business within nation only technologies are not

adopted but while business expanding it to global market trendy technologies are used to
generate more revenue.
 Attracting new talents: Entering into global market industries gets an benefits of
reaching and attracting new talents and there will be person who know various languages
and belong from other culture so it is advantageous for them (Ferraro, 2021). They can
reach more consumers .
In context with B&M company, there are many reasons of entering international market because
it is important for company to deal with their major competitor TESCO. So, alternatively of just
been a global operator and they require to operate globally also. With the support of this
organisation can accomplish advanced economies of criterion due to which their expense can get
reduced.
There are some routes to market organisation can adopt;
 Joint Ventures: It defines an agreement sign between two or more business parties
majorly for purpose of building a new organisation. The contribution in investment is to
be done in equally manner and overall income or expenses are divided in equal way.
 Import and export: It is major route company can adopt to provide their goods and
services in other country with following policies.
 Selling online: It is best concept now days, every company adopt this and B&M
company selling their products through online platforms. So they can save time and extra
cost as well as reach out more people.
M1:Evaluate opportunities and challenges that marketing internationally presents to industry
There are lots of opportunities or challenges that are company can face in international
marketing;
Opportunities:
 Brand Reputation: When organisation expand their business globally their reputation
also gets enhance. It is not simple for business to earn brand image at initial stage so
while hiring or selecting best partners for their business (Gnizy, 2019). They earn better
values and it is possible by investing in international marketing.
 Adopting New culture: It provides an opportunity to business to adopt a different
culture or doing business with new partners. It assist them to reach or attract large

number of people because company work with new organisation partners which have
better knowledge and understanding level of their culture.
Challenges:
 Political instability: While doing global marketing business there are various political
systems or different economic system in each nation. It becomes a main challenge for
organisation (Grudzien, 2020). As overall economic policies affect business while doing
trade at international level.
 Considerable Diversities: Every nation follows and adopt their culture only, adopt
various languages, having different demands. It becomes a main challenge for company
because they have to face all difficulties. It also becomes very difficult issue for business
to doing promotional activities of their products and services as industry have to it as per
to their culture.
TASK 2
P3:Evaluate key criteria and selection procedure to use when considering which international
market to enter
When organisation decides to expand international market, they have to select efficient
market so company can manage in proper manner. There are some steps which are described
below as;
 Objectives of International marketing: It defines to the procedure of determining entire
objectives of an company. While selecting global market it is important to be selected on
objectives based whether it will be accomplish. There may be some business ideas which
not be effectual for global markets. It must be chosen while including both markets.
 Parameters for selection: There are various elements which are should be involving
while evaluating global market so that organisation enters in a right international market.
Different parameters are the conditions of markets, level of competition and many other
(Gupta, Pansari and Kumar, 2018).
 Markets short listing: After selecting definite markets re-motion of those markets which
are not effective . There are various markets but the effective one is selected.

 Selection and Evaluation: At the time short listing of effective markets they had to be
measured also on basis of revenue benefit analysis or study of feasibility. When
assessment is done better international market is already selected.
 Test Marketing: It is end stage in which global market is tested at minimum level in
which goods are launched in that particular market. When organisations start getting
favourable response then they focus on production on the large scale basis.
P4:Describe using examples different market entry strategies including advantages and
disadvantages of each
They are many ways to enter in a foreign market, one market strategy does not work for
all international market. A market entry strategy is the new planning of delivering products and
services into the new target market and also distributing them to the seller, it is also a process of
establishing the business in a new target market (Gürhan-Canli, Sarial-Abi and Hayran, 2018).
Although in the context of entering in the international market there are two method; licensing
and franchising
Licensing: It is a agreement in business in which one company gives permission to
another company, to manufacture their product for a specified amount of payment. As for
example; trademarks, copyrights, patents. Although multinational company has no ownership
interest, most of the companies uses this market-entry option of licensing in a low risk option
because they typically does not want to do investment first.
Advantages
 Licensor does not require capital because they do not have to invest in distribution
process.
 The license helps to generate revenues by use of intellectual property right of licensor
 The licensor enhances their skills from licensee expertise
Disadvantages
 The licensee is being responsible for all the production, marketing, distributing, selling
 The licensor doesn't have control on their intellectual property .
 The licensee have to pay first on behalf of licensor for any expenditure in starting
business.
Franchising: It is a well known strategy of business, franchising is in a form of contract
in which a franchisee enters in agreement with the other party franchiser. For selling goods and

services for a specific amount of fee or commission. This strategy is used by small business for a
brand name of a well-known and established company.
Advantages;
 Higher success rate: entrepreneurs buy a franchise, because they believe into concept of
established business (He, Brouthers and Filatotchev, 2018). Franchisees having a much
better chance of success than people started their own business.
 Assistance: entrepreneurs buy a franchise; because they will get all equipments,
supplies,and all instructions and also provide the training needed in business.
Disadvantages;
 Control: Some of franchisor having a full control. No decisions can be taken by
franchisees without asking franchisor.
 Expensive: Buying a well established franchise is very expensive. Entrepreneurs having
capacity to arrange necessary finance.
M2:Apply market evaluation criteria, entry strategies and make recommendations for company
In context with B&M industry they had measured their market criteria based on cost,
area, quality and overall goods are provided at particular time . There are various market entry's
policies and strategies such as importing and exporting, valid licensing and many other so overall
strategies were advantageous for company (Ibeh, Crick and Etemad, 2019). It is recommended
that B&M firm should adopt the strategy of licensing or franchising concept because it will be
supportive for organisation by provide permission to other business. It is also recommended to
company that, they should focus more better quality rather than cost factor.
TASK 3 & TASK 4
Covered in PPT
CONCLUSION
It is concluded the above report, international marketing is most important now days
because it provide more experience and build a good relations with other country. There are lots
of strategies and legal laws needed while expanding their business. Company must adopt
different routes to expand their business with zero risk and will more beneficial in terms of
success and profit.

REFERENCES:
Books and Journals
Abraham, V. and Reitman, A., 2018. Conspicuous consumption in the context of consumer
animosity. International Marketing Review.
Anning-Dorson, T., 2018. Innovation and competitive advantage creation. International
Marketing Review.
Camilleri, M.A., 2018. Travel marketing, tourism economics and the airline product: An
introduction to theory and practice. Springer International Publishing.
Davvetas, V. and Halkias, G., 2019. Global and local brand stereotypes: formation, content
transfer, and impact. International Marketing Review.
Ferraro, G.P., 2021. The cultural dimension of international business. Prentice Hall.
Gnizy, I., 2019. The role of inter-firm dispersion of international marketing capabilities in
marketing strategy and business outcomes. Journal of Business Research, 105, pp.214-
226.
Grudzien, P., 2020. Comparative Analysis of Energy Intensity and Profitability in Emerging E-
Grocery Retail Models.
Gupta, S., Pansari, A. and Kumar, V., 2018. Global customer engagement. Journal of
International Marketing, 26(1), pp.4-29.
Gürhan-Canli, Z., Sarial-Abi, G. and Hayran, C., 2018. Consumers and brands across the globe:
Research synthesis and new directions. Journal of International Marketing, 26(1),
pp.96-117.
He, X., Brouthers, K.D. and Filatotchev, I., 2018. Market orientation and export performance:
the moderation of channel and institutional distance. International Marketing Review.
Ibeh, K., Crick, D. and Etemad, H., 2019. International marketing knowledge and international
entrepreneurship in the contemporary multi speed global economy. International
Marketing Review.
Karlsson, V. and Olsson, S., 2018. Implementation of dynamic route optimization-drivers and
barriers.
Kumar, V., 2019. Global implications of cause-related loyalty marketing. International
Marketing Review.