International Marketing

This report discusses the scope and key concepts of international marketing, opportunities and challenges faced by organizations, market evaluation criteria and entry strategies for Marriott International, and the global vs local debate. It also explains how the product, pricing, promotional and distribution approach differs in a variety of international contexts.

International Marketing

Contents
INTRODUCTION...........................................................................................................................1
Task1 ...............................................................................................................................................1
P1. The scope and key concepts of international marketing........................................................1
M1. The opportunities and challenges that marketing internationally presents to an
organisation..................................................................................................................................2
P2. The rationale for an organization to want to market internationally and various routes to
market they can adopt..................................................................................................................2
Task 2...............................................................................................................................................3
P3. The key criteria and selection process to use when considering which international market
to enter.........................................................................................................................................3
M2. The market evaluation criteria and entry strategies for Marriott International. ..................4
P4. Different market entry strategies, including their advantages and disadvantages.................5
Task 3...............................................................................................................................................6
P5. An overview of the key arguments in the global vs local debate..........................................6
M3. The circumstances in which an organization should adopt a global or local approach and
its implication ..............................................................................................................................6
P6. The product, pricing, promotional and distribution approach differs in a variety of
international contexts ..................................................................................................................7
Conclusion ......................................................................................................................................8
REFERENCES................................................................................................................................8

INTRODUCTION
International marketing is the process through which a business applies its marketing
principles and practices in more than one country. It includes trading of commodities and
services worldwide with purpose to attain all the objectives together with develops connection
between several nations(Buccieri, Javalgi and Gross, 2021). It involves personalizing products
and services according to the needs, wants, preferences, etc of people of different countries.
Marriott International is an American company in the hospitality industry which was established
in 1927 by John Willard Marriott and now owns many brands with many properties in multiple
nations.
This report includes the scope and the ways to expand market globally. It also studies the
opportunities as well as challenges an organisation face in international market and various
market strategies to enter in other nations. Further, it defines elements of marketing plans for
standardised in international market. At last, it explains various marketing approaches and its
implication.
Task1
P1. The scope and key concepts of international marketing.
International marketing is refers to the company marketing or promoting activity to sell
their product and services in global market. International market scope has grown hugely and
promoting as well as marketing a product globally is becoming a necessity in recent times. The
scope of international marketing is that it allows dealings of products and services at global level.
It basically includes exporting commodities and services in markets of other countries. Marriott
International is successful in creating a huge network across different countries by catering
quality services (Desbordes and Richelieu, 2019). The scope includes establishing a new venture
or collaborates with already existing business. The growth opportunities and integration of
economies for Marriott International to acquire big market share, foreign investment and
multiple ideas and technologies for better quality of services. To Providing consultancy services
is also a part of scope for Marriott International, for this function the company sends its experts
in targeted countries who lead and guide the personnel in other nations. It opens new
opportunities for Marriott International and eliminates certain risks. starting of new ventures
globally also opens new sources of revenues for the firm.

There are three key concepts of international marketing for Marriott International that is
sales in foreign markets the company must sell their product in foreign market as well as every
market has its specific nature and quality. Another is, orientation to international trade which
refers to the company trade procedure and policy to deal in foreign market. Last is, company
need to do proper orientation of international marketing system and policies to survive in
competitive market.
M1. The opportunities and challenges that marketing internationally presents to an organisation.
In order to expand the market globally and reach to more number of people, there are
several opportunities and challenges faced by Marriott International. These are described below:
Opportunities-
 Hiring talents- International marketing provides an opportunity to Marriott International
to hire talents while marketing internationally. Increase value- It helps in building a good reputation and goodwill for Marriott
worldwide.
 Challenges-
 Different culture- It becomes difficult for Marriott International to understand the
culture, preferences and societies taste as well as expectations of different countries.
 Manage operational activities- Managing operation and promotions is a serious
challenge for Marriott International as it is difficult to find experienced and talented
individual overseas.
P2. The rationale for an organization to want to market internationally and various routes to
market they can adopt.
Marriott International has been operating for more than a decade now. It has been
successful in impacting its customers by providing quality hospitality and best customer services.
The company wants to enlarge its market internationally to be able to render services and
accommodations to more number of people (Jeong and Jung, 2019). In order to capture large
market size and diversify into different societies as well as culture, the firm decides to operates
globally. There are several rationale for Marriott International to operates in foreign market such
as it enhances the sales of the company which lead to increase in profit and their customer base.
The company have many advantages to operate internationally as they get various technology,

ideas as well as highly skilled and experience employees which increase their productivity to
become successful.
The route that marketers of Marriott International can take to go international are-
 Social media- By using this tool, the Marriott International can attract more people by
various promotional and marketing activities online as a large part of world uses social
media regularly.
 Developing websites-Another route Marriott International can adopt is by developing its
websites which customers can access from any part of the world to provide convenience
and maintain its transparency in working.
Task 2
P3. The key criteria and selection process to use when considering which international market to
enter.
The main criteria to be consider for selecting international market the company wants to
enter is the country's growth opportunities, its infrastructure and demand for the proposed
product. Marriott International can evaluate the economic and political conditions of desired
market country and develops suitable strategies for entering. This may include the elements like
incorporation costs and the extent to which the company wants to expand its business.
 Demand analysis- The company need to analysis the potential and current demand for
their product in its chosen market are profitable as well as the selected market are suitable
for company to sell their product.
 Market and environment concentration- To operate globally the Marriott International
must examine environment and market condition of chosen country. Such as, growth of
GDP, political and social risk, political interference, currency devaluations and
geographic proximity of the country.
 Market competition- Marriott International need to determine competition in that
market such as main competitors as well as their sales and economic development in past
recent years. Also, to identify product price, financial position, distribution channels,
operational strategies and development plan of competitors.
 Distribution channels- There are various channels available for Marriott International
such as local distributors, commercial agent, online, subsidiary company and

international distribution (Jin and Cho, 2018). So, they need to choose most suitable and
profitable channels to deliver their product to its ultimate customers which save their
cost and time.
The selection process that must be considered by Marriott International while choosing the
international market to enter are shown below-
 Devising internal marketing aims: Board members and top management of Marriott
International sets goals of increasing profit level and volume of sales internationally for
expansion.
 Identifying alternations: The management of Marriott International must evaluate
various alternatives such as per capita income, population and economy structure of the
country for operating their business and future growth.
 Preliminary screening: After evaluating best alternatives to operate business, manager
of Marriott International scrutinize them according the plans of business.
 Monitoring and selecting suitable market : In this level, the company decided the
destination for expansion after evaluating practicability and cost benefits. Further, they
examine all the possible factors and select the effective market to gain best result for
product.
 Testing: In this step, the Marriott International provide their hospitality services as
sample to test the suitability of market as well as to understand about the choice and
perception of customers for their services in target market.
 Commercial production: At last, Marriott International start their production process
and sell final products and services in large quantity in selected market to make sure
proper implementation of business activities for achieving organisation goal.
M2. The market evaluation criteria and entry strategies for Marriott International.
The strategies for Marriott International to enter in international market includes market
laws, the flexibility in business operations, the course of action for establishing a business,
administration costs, taxes and the magnitude of local rivalry for Marriott International.
Strategies for acquiring big market share globally involves gaining deep knowledge and
accommodate as well as modify services according to that. Strategies should include the amount
of resources Marriott International can spend on promotional and marketing activities
internationally (Mascaraque-Ramírez and Para-González, 2022). The criteria for expanding

globally involves assessing the possibilities of growth in sales and the risk involved in
diversification. Marriott International can evaluate which countries have the more numbers of
tourists, as more the tourism, better the growth opportunities and the suitable market condition
for the growth of the company.
P4. Different market entry strategies, including their advantages and disadvantages.
Market entry strategies are the techniques which companies undertake to plan
establishment and delivering of goods and services in international market. The management of
company decides strategy according to the product or services they deal in and the value it
creates in consumers life. Various market strategies and their advantages as well as
disadvantages for Marriott International is explained below: Joint Venturing- When two brands operating in same industry come together to get into
new market which has potential for growth is known as join venturing. In this strategy,
the revenues, loses and capital are all divided between both the companies.
Advantages- This strategy can attract more sales in comparison to one company. It benefits
Marriott International in sharing its risk and cost with partner. It helps business to grow quicker
with maximum productivity and great profits. It provides more resources, finance and better
technologies.
Disadvantages- It can create liability threat and conflicts as well as disputes among partners. The
objectives of both firms can be different which can result in chaos and miscommunication. The
difference in management and culture practises can be a challenge in co-operation. Licensing- When one business granted the rights to other company to use its patents,
intellectual properties and trademarks it is known as licensing. Marriott International
allows another firm to utilize its intangible assets and they charged fees in exchange of
the deal as well as for using its brand name.
Advantages- Marriott International need not to incur the expenses of incorporation and
promotional activities. The licensee is existing experienced player of the industry so it does not
contain high risks and creates easy ways to establish in new markets. There is no risk of
ownership as it remains with the licensor.
Disadvantages- The company have to share its control with the licensee. The profits from sales
will be divided and in case of no profits the company will receive no royalties. The licensees can
turn out to be competitors in the industry.

Task 3
P5. An overview of the key arguments in the global vs local debate
Marketing plan is essential whether company operates its business nationally or
internationality. The Marriott International operates its business at national level in their initial
stage so, the marketer of company make marketing strategic and promote their services at
national level (Matejowsky, 2020). After gaining success in host country then the top
management of company expand their business in international market for acquiring huge profit
and big market share. So, the marketer of Marriott International make various plan and
strategies for effective marketing to promote their product internationally.
In local debate, the management of Marriott International make strategies for marketing
their hospitality services to invite customers or people of local market. Where as, in global
debate the marketers of Marriott International make various strategies for marketing in different
countries to invite or attract customers according to the market trends and customers preferences
of that country. In local debate, there is less rule and regulation of government because the
Marriott International run their business in only one country (Mogaji, Maringe and Hinson,
2020). On the other hand, in global debate the company have to deal with many rules and
regulation of multiple countries to promote their hospitality services. In local debate, the
Marriott International requires less capital investment and research for marketing due to familiar
nature and easy available of marketing channels in local market. As contrary, in global debate
the company requires huge capital for research about customers taste and market condition as
well as hiring of various resources for marketing in international market.
M3. The circumstances in which an organization should adopt a global or local approach and its
implication
When the Marriott International wants sell their product and services in host country as
well as attract and satisfied the needs of local customers (Peterson and Minton, 2018) approach
for marketing their hospitality services by using holdings, advertisement on local television
channels, pamphlets and local promotions. On the other hand, if the Marriott International want
to expand their business globally as well as increase their sales and profit to increase their
customer base. In that case, the company should chose global approach of marketing by

advertising on social media, joint ventures, developing websites and collaborates with various
marketer of different country to promote their hospitality services in global market.
P6. The product, pricing, promotional and distribution approach differs in a variety of
international contexts
Marketing mix refers to the tactics or set of actions which a company exercise to promote
its product, services and brand in the local or global market. It includes 4Ps such as product,
price, promotion and places (Rindfleisch and Malter, 2019). Marketers and mangers of Marriott
International make various plans of marketing mix to promote their hospitality services in local
or global market.
Marketing mix In united kingdom context In Europe context
Product The Marriott International
provide their services of
hospitality in local market to
satisfied the needs of
customers of their host
country.
Marriott International provide
their hospitality services in
Europe market according the
customer taste and preferences
and current market trends of
Europe market.
Price The management of Marriott
International decide the price
of product and services
according to income level of
customer or competitors
product price in UK market
(Zavattaro and Fay, 2019).
The management of Marriott
International decide price of
product and services according
to the economic condition,
income level of customers and
tax policy of Europe market.
Promotions The marketers of Marriott
International promote their
services in local market by
giving advertisement on
holdings, pamphlets and local
TV channels.
The marketers of Marriott
International promote their
hospitality services in whole
Europe by giving
advertisement on online
website, social media and
collaborate with Europe

marketers.
Distribution Marriott International uses
local distributors, local outlets
and restaurants as well as
direct dealing to provide their
hospital services.
Marriott International use
multiple chain of distribution
such as contractor, opening
many outlets in Europe,
various distribution agencies
and collaborate with local
restaurants.
Conclusion
As per above report, it is concluded that marketing is the important part for any company
to sell their product and services in local or global market. International market scope has grown
hugely and promoting as well as marketing a product globally is becoming a necessity in recent
times. In order to expand market globally the company have many advantage such as huge profit,
market share and job opportunities as well as they face many challenges such as managing
operation and cost. The company choose various route such as social media to promote their
business and they have to identify the selection process and various criteria to enter in
international market. There are different enter strategies such as licensing and joint venture for
company to expand globally. The company use various elements of marketing mix approach
such as price, product, promotion and distribution to promote their business locally and globally.
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