Scope and Key Concepts of International Marketing

International
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
P1. Scope and Key concepts of international marketing.............................................................4
P2. Explain the rationale for it to want to market internationally and various routes to market
the organisation...........................................................................................................................5
TASK 2............................................................................................................................................6
P3. Key criteria and selection process to use when considering to enter in international market
.....................................................................................................................................................6
P4. Different strategics of market entry with their advantages and disadvantages.....................7
TASK 3............................................................................................................................................8
P5. Overview of the key arguments in international versus local debate...................................8
P6. Product, price, place and promotional distribution approach differs in a variety of
international contexts..................................................................................................................9
TASK 4..........................................................................................................................................10
P7. Analyse the various international marketing approaches...................................................10
P8. Compare home and international orientation and ways to assess competitors, outlining the
implications of each approach...................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is a process and activity of selling, promoting and delivering the goods and
services which are manufactured by a company according to their customer requirements and
their taste & preferences with the purpose of providing satisfaction to them. International
marketing is described as the performance of business activities which are designed by the
company to plan, price, promote and direct the flow of a company's product and services to its
target audiences and users in more than one nation for a profit (Baker and Saren, 2016). This
assignment is based on CafePod Coffee company which operate its business in UK and
headquartered in London. It was founded in 2011 by Peter Grainger and deals in soft drinks
industry. This report will discuss about the scope and key concepts of international marketing.
Further, will define about the key criteria and selection process to consider to enter in
international market and different market entry strategies. 4Ps of marketing, marketing
approaches and comparison among home and international orientation will explain.
TASK 1
Scope and Key concepts of international marketing
Concepts of marketing
International marketing is the process of operating business in term of selling purchasing,
promoting transferring the products and services of the company so that it can help in its
business growth, success and development. The concept of international marketing is finding and
satisfying the needs and demands of international target audiences better than the competition
both domestic and global. It is the process of coordinating marketing activities within the
constraints of the international atmosphere. When a company operate its business globally then

the main objective of the firm is to provide satisfaction to their needs and wants by providing
them goods and services according to them. CofePod is a soft drinks small company which
operate its business in only UK. But now the management of the company is decided to expand
their business internationality by manufacturing new product different flavours healthy shakes.
The administration decided to expand its business in China because in this nation people prefer
health drinks in comparison to others (Bowie and et., al., 2016). The concepts of expanding
business this place is to make maximization in the growth of the firm in term increasing
profitability, sales and productivity etc.
Scope of international marketing
Now these days marketing firms are not restricted to operate the business to their national
borders. New markets are springing forth in emerging economies like China, Indonesia, Brazil
and many other economies all over the world. So global market provide opportunities with the
purpose of expansion of economies with the help of increasing buying behaviour and with the
assistance of changing consumer taste and preferences (Demangeot, Broderick and Craig, 2015).
If CofePod operate its business globally then it has large scope to export or deliver its products
and services internationally which help in maximizing the sales of the company and provide
various competitive advantages. With the assistance of international marketing, this firm can
purchase raw material from globally for the production of the production of the products and
services which are offered by it. It provide wide scope fro the growth and success of the firm to
maximize its sales, profitability, productivity and increase customer base. There are large scope
to a firm when it operate its business internationally because it can operate its business in number
of nations and which help in maximizing the customer base and increase the profit ratio or
productivity. There are large scope when a company operate its business globally and
internationally such as:
 If the company operate its business international level and offer products and services as
per customers needs and demands then they it can growth and success in the business by
enhancing productivity, profitability and customer base.
 During the time of global expansion, the firm aware with the different trends, needs,
culture and market requirements. Then it can have the scope of manufacturing goods and
services as per consumers requirements. This will help in cacheing economies of scope.