International Marketing

The report discusses the international marketing strategy of Unilever Plc. and elaborates on the marketing strategies that can be modified in the international market. It also describes the process of organizing and evaluating the efforts of the market. The report evaluates different types of marketing approaches and competitor analysis. It also explains the key criteria and selection process that the company should use when considering which international market to enter.

International Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Introduction to the chosen organization and define international marketing and highlight the
main differences to local marketing............................................................................................1
The scope and key concepts of international marketing and explain the rationale for your
chosen organisation to market internationally.............................................................................2
Describe the various routes to international market which your chosen organization can adopt
and which route the company should adopt and why..................................................................3
Evaluate the key criteria and selection process that the company should use when considering
which international market to enter.............................................................................................3
What a market entry strategy is and also include the advantages and disadvantages of each.....4
Critically evaluate how your chosen organisations should adapt their marketing strategies for
various international markets.......................................................................................................5
Conclusions and recommendations on how and why the company should enter the
international market.....................................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
The international marketing is the procedure of trading products across the world for fulfilling
the desires of the customer. International marketing allows the entrepreneurs to start their
venture in global areas and this is also known as global marketing. The goal of global marketing
is to analyse the target market of the foreign country and helps in identifying the various global
opportunities. International marketing is the strategy which is adopted by each company for
expanding their business globally so as to earn more profit margin and revenue (Samiee, 2020).
The report will include the international marketing strategy of the very famous and most
valuable company “Unilever The report will elaborate all the marketing strategies that can be
modified in the international market and will also describe the process of organizing and
evaluating the efforts of the market.
MAIN BODY
Introduction to the chosen organization and define international marketing and highlight the
main differences to local marketing
In this competitive environment international marketing is considered to be one of the most
demanding source of marketing which helps in expanding the business in international markets.
The process of selling the products into the internal market is known as international marketing
and this helps in satisfying the needs of the global customers and creating or identifying better
opportunities in the foreign countries (Tien, Phu, and Chi, 2019). Here in this report the concept
of international marketing of one of the very famous and popular company “Unilever” Plc. will
be discussed. Unilever plc. is a British multinational customer goods enterprise and it’s
headquarter is in London. The company consist of food products, condiments, ice-cream,
cleaning agents, beauty products and personal care. The products of the company are available
in almost 190 countries. The company is expanding its business from a very long time by using
the concept of international marketing. Unilever is categorised into three divisions like foods and
restaurant’s, home care and beauty and personal care. The global marketing of the Unilever Plc.
is growing by forming a great approach with the support of marketing mix. On the other hand
the domestic marketing refers to the marketing within the physical borders of the country and
international marketing involves the process of production , promotion , distribution , promotion
and selling r extend over the boundaries of a particular company.in local marketing the are
served is small and government interference is less as compared to the international marketing.
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The business processes in native marketing take place in only single nation and in global
marketing the business operations include more than one nation. Risk factor and capital
requirement in domestic marketing is less as compared to the global marketing (Wei, Ang, and
Liou, 2020).
The scope and key concepts of international marketing and explain the rationale for your chosen
organisation to market internationally
The scope of global marketing is to export the products to various different countries for getting
more revenue and growth in the marketplace. Exporters are assigned for performing the
strategies for the development and growth of the organization for international marketing. There
are many activities done by the exporters like establishing new store for performing new
operations, combined collaboration and partnership between the organization and the overseas
firm for promotions, licensing arrangements and consultancy services. There are in total five key
concepts of global marketing and which are as follows the first one is production concept,
another one is the product concept, after this the selling concept, the marketing concept and the
last one is the societal marketing concept (Morgan, Feng, and Whitler, 2018). The Unilever Plc.
Company have many reasons for expanding their business in international market. The main aim
of the Unilever Plc. Company for international marketing is to increase the revenue potential and
by this the company will able to get more productivity and growth. Also the company get a new
customer base, gain competitive advantage, cost savings as by doing international business the
company lower the operational cost. By expanding the business in the overseas helps in getting
new and talented employees in the organization as they are more skilled and innovative as
compared to the domestic employees. One of the main reason of moving into international
market is this makes the revenue stable and provides multiple opportunities for exposure. On the
other hand there are some barriers which have to be faced by the organization like slow growth,
increased innovation and competition in the target market and this lower the growth rate in the
global market (Kitchen, and Tourky, 2022).
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Describe the various routes to international market which your chosen organization can adopt
and which route the company should adopt and why
Marketing routes of a company are the strategies which are set by the organization for
planning, implementing and delivering the products and goods in the international market.
There strategies hinge on basic three factors which are marketing, sourcing and control. For
taking entry into the international market the company is using some approach and this
totally depends upon the cost factor. For global marketing entry the company should be
aware of the competitive advantage and consumer supplies. There are many routes that the
company can adopt for expanding their business in international marketing like exporting
which means selling the products directly into the international market, the next one is
piggybacking in which the organizations sell their goods internationally can sell them to
some company who are working and settled in other foreign countries, another one is
outsourcing which is a type of agreement a company works on behalf of the other company,
franchising is also one of the most popular marketing routes adopted by most of the
company for increasing their trade in the global market(Schellenberg, Harker, and Jafari,
2018). The last one is Greenfield investment and in this organizations used to purchase and
some resources for running the firm and employ some team members in the company. The
Unilever Company should adopt the strategy of franchising as this is the best approach for
the companies who have good brand image and value in front of their customers. By using
this the company need not to aware about their brand value and because of the popularity
and innovated products the company is so well developed that it would be very convenient
for the company to use the strategy of franchising for expanding the business in international
market(Watson IV, and et.al, 2018).
Evaluate the key criteria and selection process that the company should use when considering
which international market to enter
The organization select the global market to enter because of two major aspects which are
income and the productivity the company is earning .the selection for global marketing is
depends on two simple features which are segmentation and the other one is market target
strategies.in the segmentation the market are segmented according to the needs and requirements
of the customer (GÖRGÜN, and BARDAKÇI, 2020).there are many prospects on which the
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segmentation of international market depends like demographic, geographic and many more. For
starting any new venture it is very essential to select the market in the international market.in the
market target strategies the segmented market is strategized for giving the output as per the
company’s profit and growth. For international market selection the Unilever Plc. Company
follow some steps like the first step is international marketing objective in which the company
define the objective and opportunity of the global marketing. The next one is parameter for
selection in which it is very essential to recognize the factors for the evaluation of the target
market. The diverse factors are resources of the company, situation of the market, strategies,
nature of competition and many more. After this comes preliminary screening and this helps in
removing the market which is not potential enough and did not give any profit. The fourth step is
shortlisting of markets in which the non-skilled talent gets rejected in the preliminary stage but
after this also many market left and that will be verified in this stage on the basis of proper
knowledge. The last step is evaluation and selection and in this stage the shortlisted market in
the above stage are then estimated and designated based on cost efficiency and benefits study.
The last two steps are test marketing and commercial production (Haj Youssef, and Teng,2021).
What a market entry strategy is and also include the advantages and disadvantages of each
The process of getting a method for starting a new trade in the global market is called as market
entry strategy. For selling the products in the international market the companies use best
approaches and strategies for taking entry in the market.
1. Exporting: This is the process in which the products and services of the company are sell
directly into the global market. There are some organizations which do not take any support of
other companies for selling their products whereas some of the companies take the use of third
parties like consultancies and wholesalers or suppliers.
 Advantage. In the exporting strategy there is a low risk optimization and also have a
fast entry for the products as the companies can sell their products directly in the
global market.
 Disadvantage. In the exporting strategy the drawback is that it has less knowledge of
the local and have a negative impact of transportation and also have a low control.
2. Licensing and Franchising: In franchising and licensing an individual wages for the right to
accomplish the branches on the behalf of the organization and this is a type of chain retail
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company. The companies who have good brand value in the market uses this strategy
(Väyrynen, 2019).
 Advantage. The benefit of using this strategy is it has less risk, fast entry for the
products and also have lesser cost factor.
 Disadvantage. The legal factor should be very good when considering this strategy
and it have less control and this becomes a competitor for the other companies.
3. Acquisition: it is a very good strategy when balance is required and also when company is
merging.in this process the company gains the control of another company by purchasing their
stocks or by exchanging the stock of one company with another company or by giving the
acquisition cost to the owner of the company.
 Advantages. The advantage of this approach is it is a very well-known process and have
a very good operations and fast entry as well.
 Disadvantages: the disadvantage of this approach is it have much higher rates and high
integration issues with the base section.
4. Joint venture: it is the method of coordinated effort or understanding between at least two
firms for cooperating for same timeframe for accomplishing the shared objective. A deed is
expected in this kind of procedure like association or confidential restricted. The advantage of
making a joint endeavor with nearby firm is that they are neighborhood and know the way of
life, nature, premium and market worth of the neighborhood individuals.
 Advantages: The advantage of this approach is it has less risk and it is identifies as a
unique and single group.
 Disadvantages: the cost is very high in the joint venture as compared with the other
marketing entry strategies.
Critically evaluate how your chosen organisations should adapt their marketing strategies for
various international markets
The marketing strategy for international marketing is basically based on three factors and the
Unilever Plc. Company should also adopt these three essential aspects for expanding their
business in the international market. These are marketing, sourcing and control.
Marketing: In this the firms consider which nations include their target market and how they
would sell their goods to this segment.
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Sourcing: In this the firms decides whether to develop the goods, buy them or work with a
producer in the international market.
Control: companies decide whether to enter in the international market individually or with
partnership with someone when they present their products in the international market (Samiee,
and Chirapanda, 2019).
Marketing strategy is very important as setting a business in the international market requires
proper planning and maintenance process. These marketing strategies help the companies in
staying organized in the international market. There are many strategies that the Unilever plc.
Company can adopt for selling their products in international market like exporting in which the
company sells the products directly in the international market, countertrade in which the
organization sell each other’s products instead of contributing their materials for acquisition,
licensing occurs when one company transfers the rights to use or sell the products to another
company, joint venture is also an option and is used to minimize the risk factor, company
ownership plans to sell the product globally without handling the consignment and delivery of
the products the company produce(Ismail, 2018).
Evaluate different types of marketing approaches and competitor analysis
There are different types of marketing approaches used by the Unilever plc, which are explained
below:
Social media marketing
It has been determined that in order to increase the customer engagement of the products
offered by the company within the market, the Unilever plc makes effective use of social media
marketing. The social media marketing allows the company to promote its products offerings by
advertising about the products on the social media networks such as Facebook, Instagram,
Twitter.
The major competitors of the Unilever Plc. are recognised as Tesco, Sainsbury, Morrison’s.
Comparison of home and international orientation and ways to assess competitors outlining the
implications of each approach
On order to determine the market competitors in the home country, the organization
makes use of market research. The organizations conduct surveys among the customers of
different companies that are considered as the competitors of the Unilever within the market.
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This helps the organization in determining the key competitors within the local boundaries of a
company and also help them in identifying the reasons that makes the company better within the
market.
On the other hand, the organization asks for feedbacks within the international market in order to
identify the key competitors of the company.
Recommendations on the organizational structure
The recommendations with respect to organizational structure that helps an organization in
giving rise to opportunities within the international market are as follows:
 It has been determined that, the matrix organizational structure is best suited for the
organization in the international context. This structure of company will help the
company in bringing effectiveness in the operations of the company by implementing a
functional approach.
Conclusions and recommendations on how and why the company should enter the international
market.
Global market is a market wherein organization can sell their items and where proprietor can
develop their business. Putting resources into the worldwide market, carries many difficulties to
the business as there are questionable changes in circumstances. Area of chance is a lot higher
than neighbourhood market however defying that deal and benefit in worldwide market is more
extensive to than nearby market. There are some recommendations which company should focus
on for entering into the international market like Approach for increasing the capability in which
firm agrees that is it in the form to flinch exporting (Sheth, 2020). Exporting needs a great deal
of monetary and labor force ability to make it long haul on the lookout. This ought to be next
enormous move toward be prescribed to enter worldwide market Organization ought to apply
new techniques like Put forth clear objective and goals, target market and Spending plan,
Administration required as organization will be global there ought to be new pioneer who has
ability experience of good measure of time on the lookout and know about global market quite
well and that pioneer just take towards worldwide market, Group building procedure concerning
doing promoting, human asset and outreach group ought to extend and alongside growing just
determination doesn't function as each novice will require and Compelling convey system
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Openness is absolutely vital piece of extending business and doing successful correspondence is
a lot of significant piece of it. These are too followed by the Unilever Plc. Company for entering
into the international market and for expanding their business in international market (Paul,
2019).
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CONCLUSION
The report concluded that there are various key differences between the global and domestic
marketing. The international marketing is very essential for the growth and for increasing the
productivity of the organization. This increase the revenue potential and profit margin of the
company as well and helps in getting new and talented employees. Also there are some barriers
and challenges faced by the organization in the global marketing and for mitigating those issues
some recommendations are also described in the report. The approaches and strategies for
marketing entry have also been mentioned in the report and their advantages and disadvantages
are also discussed. The Unilever plc. company can take guidance from the report for expanding
Their business in international market.
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REFERENCES
Books and references
Samiee, S., 2020. International marketing and the internet: a research overview and the path
forward. International Marketing Review.
Tien, N.H., Phu, P.P. and Chi, D.T.P., 2019. The role of international marketing in international
business strategy. International journal of research in marketing management and sales, 1(2),
pp.134-138.
Wei, S., Ang, T. and Liou, R.S., 2020. Does the global vs. local scope matter? Contingencies of
cause-related marketing in a developed market. Journal of Gillespie, K. and Swan, K.S.,
2021. Global marketing. Routledge.
Morgan, N.A., Feng, H. and Whitler, K.A., 2018. Marketing capabilities in international
marketing. Journal of International Marketing, 26(1), pp.61-95.
Kitchen, P.J. and Tourky, M.E., 2022. Developing Integrated Global Marketing Communication
Programs. In Integrated Marketing Communications (pp. 89-112). Palgrave Macmillan, Cham.
Schellenberg, M., Harker, M.J. and Jafari, A., 2018. International market entry mode–a
systematic literature review. Journal of Strategic Marketing, 26(7), pp.601-627.
Watson IV, G.F., and et.al, 2018. International market entry strategies: Relational, digital, and
hybrid approaches. Journal of International Marketing, 26(1), pp.30-60.
GÖRGÜN, M.R. and BARDAKÇI, H., 2020. Selection of distribution channels in international
marketing. SOCIAL, HUMAN AND ADMINISTRATIVE SCIENCES-II, p.279.
Haj Youssef, M. and Teng, D., 2021. Market entry strategies in the Middle East: unveiling the
sponsorship strategy. International Studies of Management & Organization, 51(3), pp.253-275.
Väyrynen, I., 2019. What are the different approaches that global companies have towards local
marketing in the Nordic region and their driving forces? Case study of Reebok and Beiersdorf.
Samiee, S. and Chirapanda, S., 2019. International marketing strategy in emerging-market
exporting firms. Journal of International Marketing, 27(1), pp.20-37.
Ismail, A., 2018. International Marketing Strategies in the Celebrity Cosmetics Industry: A Dual
Case Study: Huda Beauty and Fenty Beauty.
Sheth, J.N., 2020. Borderless media: Rethinking international marketing. Journal of
International Marketing, 28(1), pp.3-12.
Paul, J., 2019. Marketing in emerging markets: a review, theoretical synthesis and
extension. International Journal of Emerging Markets.
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