International Marketing: Scopes, Factors, and Strategies

This report explores the major scopes and key factors of international marketing, using Pimlico Plumbers as a case study. It discusses market entry strategies, the advantages and disadvantages of global marketing, and the differences between local and global marketing. It also examines the product, pricing, promotion, and distribution approaches in international marketing.

International
Marketing

Table of Contents
INTRODUCTION...............................................................................................................1
Main body...........................................................................................................................1
P1 Evaluating the major scopes and the key factors of international marketing......1
P 2 Rationale to expand the company operations in the global market along with
concerned routes.......................................................................................................2
P 3 Key criteria and selection process while entering international market.............3
P4 Market entry strategies........................................................................................4
P 5 Key arguments in relation to local v/s global marketing.....................................6
P 6 Investigation of product, pricing, promotion and distribution approaches..........6
P7 International marketing approaches in respect of Pimlico Plumbers..................7
Opportunities and challenges associated with international marketing....................7
P 8 Comparison of the local domestic marketing and the international marketinhg8
Differences among global and local marketing.........................................................8
Orientation of home and interational markting areas by analysing competitors.......9
CONCLUSION.................................................................................................................10
REFERENCES................................................................................................................11

INTRODUCTION
International marketing stated as the significant process of applying marketing
principles at a global level to fulfil the needs and demands of people in different parts of
the world.The present report is based overPimlico Plumbersthat is a plumbing and
maintainedorganisationsatiated in London, England. The organisation was founded in
1979 as a small venture managing the plumbing services by Charlie Mullins. The
organisation employs more than 350 personnel’s as that creates an efficient work force
within the organisation. The report here is formed with the view to consider the
respective elements of international marketing in relation to Pimlico Plumbers as this
firm is successfully operating its business within the confines of United Kingdom in the
sectors of facilityproviding and generalmaintained. It contains description of market
entry strategies along with the advantages and disadvantages as well as
recommendations to entity. The second part consists of introduction to organisation and
the existing market, difference among global and local marketing, description of
international marketing approaches and comparison of home and international direction.
Main body
P1 Evaluating the major scopes and the key factors of international marketing
The international marketing encompasses of certain actionsas well as the
process in various nations thatlead to form, connect and transactdifferent articles and
regulations that possesssubstantialimportance to society along with the customers,
competition, people, cultural aspects and etc. this marketing is generally considered as
toimplication of marketing competences and directionwithin the international
businessbackground.
Possibility
In common terminology, the international marketing could be ascertained as the
function of business and its certain actionsthatsettle the production flowas well as the
smooth flow of services devised by theorganisationwith reference to clients within one
or more country with theaimtoenhance the profit range. As in current market scenario,
this theory has a widepossibility which ispossessing the enhanced responsiveness
about globalisation within organisational sector. These are elaborated as hereby:-
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Contractual Agreements: the expanding of the businessactivitieswithin the different
national boundaries is considered by evolution the principles of international
marketing.As itcreates the opportunities to increase the market, base of potential
customer, level of sales and generating revenue. Here, entitytries to develop the
functioning by signing the contractual agreement with all of its international partners.
Fully owned production: An entity that possesses substantialattention within
global market could initiatecompletely owned productionservices within that particular
country. The elements as differences in the cost, government regulations, trade barriers
inspire the organisation to establish production unit overseas to gain control
onproduction pattern and product quality.
Key Theory’s
The linked theories of international marketing baredescribed ashereby:-
Domestic Marketing: Here the marketing principles are preciselytargeted only
within the confines of home country. A domestic organisation operates its function
domestically only and that is not intended to expand the business globally.
International Trade: This is mostlyapprehensive with the distribution of work
flow among various nations. The keyobjective here is to gain information for influencing
the commercial and monetary conditions over transfer of resourceamong nations and
Balance of Payments.
P 2 Rationaleto expand the company operations in the globalmarket along with
concerned routes.
Pimlico Plumbers is a micro plumbinglocated in London and effectively works inn
the servicingsectorof providing the plumbing services on 365 days of the year. This
organisation is working in the country and planning to grow and expand the
ventureunitsiin the overseas networks other than the home country. Thus, Pimlico
Plumbers is eager to market globallytomake sure theflexibility of organisation's function
along with a consistent and constant flow of revenues and EPS. Thus, it is substantial
to the organisation to gain entry in international markets and operatecertain actions of
marketing there.
Routes to market international
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Any entitycan easilypromote its marketing internationally to seek the interests of
large value of potential people with referenceto theheavy quality and unique services of
organisation. In this reference, Pimlico Plumbersgivesservices of plumbing that are
done with completeprecautions and comes with full assurance of quality and use. The
parts and material used for repairing are genuine and only used after sufficienttesting’s.
Thus, the organisationhereeffectively markthe two main routes to do the international
market that are described hereby:-
Direct Route: This encompasses of such channels wherein in the organisation
straightinteracts and contact with the people in the international market toencourage
them to choose the services of organisation directly. Pimlico Plumbers possess the
capability to utilize this channelas representative of sales, organising market surveys,
allocating the catalogues as per the mail order to create direct contact with the clients,
makingan effective impression and retaining them to a long time by offering the wide
and innovative prospected services.
Indirect Route: This consists of the channels wherein the organisation enters in
a contract with third party and hand over the responsibility of modellingclientattitude to
them, Pimlico Plumbers could consider to choosethechannels like Alliance partners,
OEM partners, system integrators and etc. to gain the attention of population all over
the world. Some of these are briefly described hereby:-
Alliance Partners: These are the groups that are relatively smaller in size yet
possess the capacity to advise Pimlico Plumbersreferencing the business initiatives that
could be experienced by the plumbing to create an influential and strong entry in
market.
Channel Partners: These are the firms who have technical specialization to
influence the minds of clients and create them see the benefits that organisation's
facilities and services offer. They involve online distribution partners and the major
players in this sector thatPimlico Plumbersestablish the deal with are CDW, Amazon,
Optic, Insight and etc.
It is recommended that Pimlico Plumbers should adapt channel partner as the
route to market in new country as these are the personnel who possess sound
information of the latest techniques and technologies prevailing within any business
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sector. Thus, these could suggest and provide the equipment’s that could allow an edge
to this plumbing over rivals under this industry.
P 3 Key criteria and selection process while entering international market
Market selection is a crucial process to Pimlico Plumbers as this is the
requirement to this plumbingorganisation to gainits respective goals and objectives in
various international marketplaces. The stages of the selection process are hereby:-
International marketing objective: The market is chosenaccording to the
objective that the organisation is trying to accomplish in the global marketplaces. This is
practiced toassure that the cultural, ethical, legal as well as economical plus religious
significancesiin the country are shoud not be violated by the services and
porducysoffered by Pimlico Plumbers.
Parameters to selection: The various deferentconstraintsthathas tobe
considered by Pimlico Plumbers while entering international market are as the
accessibility of market infrastructure and nature of different materials, degree of rivalry,
governmental regulations and market conditions.
Preliminary screening: Those markets thatdoes not possess the ability to serve
as profitable location to the entity are eliminated here after considering factorsas
clientattitude, population size, economy structure and per capita income.
Analysis and Selection: The short listed markets are then evaluated after
operating the feasibility study and cost-benefit analysis. Perfect market is then chosen
to evolve and expand the business of Pimlico Plumbersare serving as the repairing and
maintenance services department their innovative approaches are analysed
Test marketing: Here, organisation sells the product in a particular segment of
geographical location to gain an insight in the clientattitude and response to the articles
manufactured by Pimlico Plumbers.
Commercial Production: Once the results of test marketing are identified to be
positive, the organisation then carries out mass production in the choosen international
market.
Key Criteria
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The criteria to selecting the international geographical market is
assertainedhereby:-
Infrastructure services: The market is choosenaccordding toaccessibility of
adequate infrestructures to assure that the production of plumbingarticles of Pimlico
Plumbers could be practiced easily.
Nature of Competition: The market is choosen keeping in consideration the
threat of rivals in the international marketplace and the success pattern of the specific
industry in that firm operates its functioning.
Laws and Legislations: Pimlico Plumbers has to consider the lawsplus
regulations and governed policiesneeded to be obliged in the international market to
assure that they do not indulge in anyactions that are against the laws of choosen
country.
After operating the above mentioned selection process and taking in
consideration the key criteria, the market choosen by marketing consultant to carry out
expansion of Pimlico Plumbers is Overseas.
P4 Market entry strategies
There are a variety of ways by thatanorganisation could gain entry in an
international market. These are known as market entry strategies and assists an
organisation in successfully facilitating expansion of operations and functions. There
could be a value of market entry strategies that could be adapted by Pimlico Plumbers,
these are given in the table hereby:-
Strategy Sub Types/
Description
Advantage Disadvantage
Export
Can be done
through global
agent.
 Less cost entry.
 Financial risk is
low.
 Agent is able to
overcome
difficulties entry.
 Profit is less on
transacting.
 Reliability is there
on agent.
 Inability to gain
international
experience
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Through distribution
at global lev
 Less staff
required.
 Marketing cost is
less.
 Transportation
cost is heavy
 Barriers of trade is
potential
Licensing Sales of right has to
be backed up
through patent or an
Intellectual property
can be used with
commercial aim.
 Entry cost is less
 Financial cost is
low
 Knowledge of
local condition is
by licensing.
 Lack of control
over maintenance
of quality in global
market
 Threat of
disloyalty upon
licensing.
 Income is
relatively lower.
Franchisin
g
Sales of rights
through domestic
franchisor has to
carry commercial
certain action
through global
franchisee.
 Expanding is
rapid at global
level
 Lower entry cost.
 Requiring of cost
and control
 Sharing of profit
among global and
domestic
franchise
 Possibility of
franchise
disloyalty.
P 5 Key arguments in relation to local v/s global marketing
It is generally believed that global marketing is good to firms as it gives
opportunities to the organisation to enhancing the client base by serving the needs of
people situated in global market and providing heavy quality products to retain them to a
long time. , the excellent quality of infrastructural and communication
servicesoverseaslead to provide advantages to the entity in terminology of increase in
market share and consequently, the quantum of profits. In this reference, local
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marketing lags behind global marketing as this leads to lack the resources, raw
materials, infrastructure as well as essentially required technology to operate
production in a manner that could allow competitive edge to organisation over
international rivals., local marketing is also lesser preferable as the ways to influence
the attention of large value of people is not accessible to the organisations in domestic
country.
Most people believe that home marketing has an extensive coverage over global
marketing as the previous is lesser complex and the entities are quite acquainted with
the market scenario of domestic country.The financial resources essentially required to
setting up the name and position of organisation in home country is sofeasiblewhile
going global. Thus, the chances of sustainability is larger when a firm is involved in
marketing inside the country. In this reference, global marketing is observed to be lesser
effective as the client contact in international market is difficult to be maintained. This
owes to the presence of large value of competitors who are always waiting to an
opportunity to solicit the clients of an initiatedorganisation and decrease the market
goodwill and share consequently.
P 6 Investigation of product, pricing, promotion and distribution approaches
The marketing mix, named as the 4 P’s of marketingas product, price, promotion
and distribution are mostly affected impacted at the time when anorganisationshift from
domestic to international market. The countries are seen to be different in terminology of
culture, language, client needs and preferences, client demographics and etc. In this
reference, while shifting to Overseas and other international markets, the marketing
efforts of Pimlico Plumbers would differ from the home nation, UK.
Element London, UK International Markets
PRODUCT The organisation is a service
based company that offers the
products and services
referencing the plumbing and
hardware maintaining materials.
The products of Pimlico Plumbers
could be adapted as per the
clientsociety, language, region
and need of people of the new
markets.
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PRICE Here, the pricing of
plumbingarticles of organisation
was heavy as the organisation
had built up its loyal base of
clients over years.
Pimlico Plumbers could apply
penetrative pricing in order to
influence the attention of people
in international markets.
PROMOTION Currently, promotion is being
practiced by way of social
media pages of organisation
over sitesas Facebook, Twitter,
Attention, Integraand etc.
Within international markets,
organisation could create use of
strategiesas marketing
campaigns, social media and
sales agents to influence people
to create purchase.
DISTRIBUTION Here, Pimlico Plumbers is
providing online delivery one a
person reflects attention in
entity's products over the
website.
In international markets, this
plumbing could create use of
methodsas online channel
partners, international trade
shows and etc.
P7 International marketing approaches in respect of Pimlico Plumbers
Pimlico Plumbers has the option of adapting one of the various international
marketing approaches thatare assertainedhereby:-
Multinational: These are the entities that have outlets or services situated in
multiple countries yet every location operates and functions in its own manner.
Example: UBER,Bell etc.
Global: These are the that possess outlets spread all over multiple countries but
they follow a uniform organisation culture with consistent set of processes that assist in
facilitating an effective and efficient single global entity (Bianchi and Mathews, 2016).
Example: Apple, Eros, Batchand etc.
Opportunities and challenges associated with international marketing
International marketing is a theory that could prove to be a bane or boon to any
organisation depending over the way it is being utilised and the measures that have
been taken by the organisation to deal with the challenges associated with this. In this
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reference, when Pimlico Plumbers would market globally, it could tap the advantage of
a value of opportunities while simultaneously facing a lot of challenges that would have
to be tackled by marketing consultant of this plumbing.
Opportunities
When Pimlico Plumbers enter international market, they would have the
opportunity to tap advantage of the follpossesing factors:-
Market Infrastructure: While entering in international market, Pimlico Plumbers
would have the opportunity to gain advantage of the heavy level of infrastructural
development in that market. This entity would be able to rely on energy infrastructure,
communication and transportation system of that country to effectively offer the services
provided by business. It would be cost effective and feasible to the small plumbing to
work in those countries wherein dependableaswith quite developed infrastructure is
accessible.
Challenges
While marketing internationally, a value of threats or challenges have to be taken
in consideration by the organisation to gain success, these are stated hereby:-
Language: Different words have different meanings all over the various
countries of globe. Pimlico Plumbers has to review the translation of the brand name as
well as tag-line in different languages to assure that translations do not lead to do not
mean to hurt the sentiments of local people.
Laws and Regulations: While marketing internationally, Pimlico Plumbers has
to consider certain legal aspects as customs, trade barriers, advertising, taxation and
intellectual property rights to avoid getting prosecuted or fined.
P 8 Comparison of the localdomestic marketing and the international marketing
Local marketing refers to marketing in the geographical boundaries of a country
while international marketing is taking the operations of an entity outside the confines of
home country. In case of local marketing, the entity generally possesses deep
information of the domestic beliefs and importance’s while international market is
complex and it is difficult to an organisation to judge the nature of clients here. Local
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marketing is generally practiced using relatively cheaper methodsas special offers,
discounts and inserts in newspapers. On the other hand, international marketing is
practicedby implementation of proper plans, campaigns, social media marketing and
digital marketing.
Differences among global and local marketing
BASIS LOCAL MARKETING GLOBAL MARKETING
Scale of
operations
Here, production, promotion,
selling and distribution of
products take place at local level.
Here, operations of organisations
take place at global level.
Risk and
ease
This is much more less risk taking
and feasible to facilitate and
execute.
This is complex and contains a
huge element of risk.
Financial
Resources
It requires low funding due to this
entity operations within local
market.
It has been required and huge
investment as this deals with lot of
market and countries.
Complexity This is not complex as
firmsoperating local marketing
have information of culture,
importance’s, traditions and laws
of home country.
This is challenging, complex and
require commitment possessing to
the element of uncertainty
associated with laws and
regulations to operate in global
marketplace.
Example Pimlico Plumbers is an excellent
example of local marketing efforts
wherein they employ strategiesas
social media and online classes
to gain attention of population
(Orson and Ford, 2016).
An exceptional example of global
marketing is Airingthat launched a
social media campaign called
#OneLessStranger that assisted
the organisation to expand to over
1.5 million hearing and all posses
with an book and list of
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accommodation.
in 34,000 cities all over the globe.
Orientation of home and internationalmarketing areas by analysing competitors
Home orientation refers to an approach wherein organisation personnel lead to
notice only the similarities among markets and generally assume that the products and
services that are successful in the domestic country would also be successful in other
markets.
Implication: This leads to set a better coordination among the domestic and international
country to Pimlico Plumbers.
Ways to analyse competitors: This approach presumes that the power of competitors is
not so effectual that it could create a loss to the status as well as stakes of
organisation. Along with that, this direction leads to possess confidence in the products
and services provided by the organisation and thus consider the threat of rivals to be
low.
International orientation itrefers to the method that is based over the basic
assumption that there exist similarities as well as differences among the various
markets spread all over the world. similarities and differences could be understood to
decide a strategy that could work in context of all the international markets.
Implication: This type of direction leads to allow Pimlico Plumbers a competitive edge
over its rivals to ensure its sustainability in marketplace.
Ways to analysing competitors: This approach generally presumes that the threat of
competitors is heavy and they possess the capability to cause damage to the goodwill
and position of entity in global marketplace.
CONCLUSION
As per the discussed methods it can be infer that the international marketing to
carry out expansion in a feasible manner is a profitable way accessible to entity
operating at local level. Also, it has been analysed that local and international marketing
are two totally different theory’s. It is analysing that marketing internationally offers
various opportunities and challenges to anorganisationthat must be taken in
consideration by marketing consultant of an entity. Besides this, it has been observed
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that there are various routes accessible to a company to market on an international
level with both direct and indirect routes. This has to be recommended that an company
should accept license possessing over the cost that has been lost over an entry and
lesser financial risk has to be associated with its implication. Along with that it is
realized that there are a thousand of international marketing approachesas
multinational, global, transnational and meta-national that could be opted by
organisation to increase the client base and enhance current revenues and profits.
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