International Marketing Research Analysis

The provided assignment is an in-depth review of international marketing research studies, featuring a list of references and online resources related to the topic. The summary presents a detailed analysis of selected studies, providing specific information about their focus, methodology, and conclusions. This analysis aims to contribute to the existing body of knowledge on international marketing by examining key concepts, strategies, and theories.

International Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Scope and key concepts of international marketing.............................................................1
P2 Rational for an enterprise to want to market internationally................................................3
TASK 2............................................................................................................................................4
P3 Key criteria and selection process .........................................................................................4
P4 Different market entry strategies and its advantages and disadvantages...............................6
TASK 3............................................................................................................................................8
P5 Overview of the key evidences in the global vs local debates...............................................8
P6 4P's of marketing mix differers in a variety of international contexts ..................................9
TASK 4..........................................................................................................................................10
P7 Different approaches of international marketing.................................................................10
P8 Compare between international and home orientations to assess competitors....................11
CONCLUSION ............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
International marketing is identify as a application of its principles in order to satisfy the
necessary wants and needs of various persons living the domestic borders. It is undertaken
different activities and actions in different nation, so it is also known as global marketing like
designing the 4P's such as promotions, place, price and product (Terpstra and et. al., 2012). It is
customizing and worldwide as per the preferences of certain people who living in country.
According to American Association; Such concept is define as a process of executing and
planning the conception, promotion, put price and distribution of goods, services, ideas in
regrades to generate exchanges that motivate organisational and individual objectives.
This report is based on SHOP & STOP that would like to enlarge internationally because
they has to some knowledge regarding this. This assignment discussed about the concepts and
scope of international marketing, selection process in entering globally along with this various
strategies of market entry with their advantages and disadvantages. 4P's of marketing which play
an essential role in business success and development are also discussed here. It will also
determine different approaches which are adopted by organisation with the purpose of achieving
long term goals and objectives in an effective manner.
TASK 1
P1 Scope and key concepts of international marketing
International marketing: It is basically identify as a marketing expansion, where an
organisation has to build different marketing mix in order to meet the countries requirements. It
will support business entity in leveraging its products, experience and assets into a worldwide.
Key concept of international marketing: There are certain concepts of global marketing which
is important for the business entity in order to identify the trade and different kinds of marketing
(International Marketing – Scope, 2017). All these are determined under this: Global marketing: It is very essential part of the company in regards to reach product
brand from nation level. In order to introduced brand in all over the worlds they tries to
attract foreigner and international clients for the motive of gaining maximum amount of
capital and popularity at a time period. Globalisation: In this step, business organisation use different channel of communication
such as social and print media. It is independence trends among various organisations
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such as culturally, ergonomically, politically, technologically and other. It is one of the
best and important concept of expanding business operations and activities in worldwide.
This factor provides best opportunities and changes to the SHOP & STOP to maximise
their performance and effectiveness. Domestic marketing: With the help of this, STOP & SHOP can collect all information
and relevant data regarding buyer’s behaviours or preference towards products
(Papadopoulos and Heslop, 2014). In this company has to gather essential data and
information regarding the clients behaviours or perception towards specific goods and
applying that information; it has to declare a good strategy to advertise its products and
services in a specific locality. Export marketing: In this stage, company mainly focus on transporting their services and
products in different market. In this business mainly emphasis on exporting their services
and products in outer marketplace while trusting on the support for other business about
sponsorship. Multi-domestic marketing: In this substitution, given business tries to extend their
business operations and activities into multinational marketing.
 International trade: Such concept is very essential and valuable for the company because
in this they can suggests their company name. In this way, they required to export and
import its commodity top its clients and different branches.
 Closed Loop Marketing: It is another essential concept which is used by enterprise in
order to enlarge their business operations at internation level. With the help of this they
continuously controlling the customers response to marketing tools. It is important for the
organisation to understand basic needs and wants of the clients towards developing
business operations at global level. Targeting Demographics: For maximising the effectiveness and performance of the
marketing strategies, business frequently have to target few demographics. SHOP &
STOP tries to expand their business operations at international level they marketing
strategy which is highly depends on targeted audience.
Scope of international marketing: Such concept is essential part for company for developing
and growing in the global market. There are certain scopes which are determined under this in a
detailed form:
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Imports: It is an easy way of global marketing a business can turn into – purchasing from
particular state and selling in the national market in a systematic manner (Czinkota and
Ronkainen, 2013). It is very essential part of the each and every company in order to sell as well
as purchase all products as per the market trends and customers tastes.
Export: STOP & SHOP is a retail company in United Kingdom, they look to expend
their business operations and activities in international market.. In this the required to use
advanced technology and effective strategies etc. With the help of unique tools, they can increase
their productions so they are capable to export their goods in other marketplace. In this business
also transport their finalized goods to worldwide as well as another franchises in markets. Due to
this, chosen firm can produce the items to their vicinity for achieving Hugh sales or revenues.
Joint venturing: In this way, more than one brands that come with each other and enter a
actual market. The losses, profits and investments are primly definite in form of time period and
value (Berthon and et. al., 2012). It is important for the business entity in come in into a joint
venture for increase the international marketing scope as an output of obstacle to innovative
entrants in international.
Fully Owned manufacturing: In this approach, business can started their entire
operations in host country. They required to by different resources such as large amount of
money, manpower, land, advanced technology, machinery and human resources. Due to this,
organisation can use certain facilities in regrades to sell goods within the state. In this they
closely-held manufacturing that assists STOP & SHOP to control quality.
P2 Rational for an enterprise to want to market internationally
Rational organisation: In this business can grow and development long term
opportunities. There are certain routes which help company in order to grow and gain success in
the international market. All these aspects are determined under this in systematic manner.
Rational model of the company is introduced as a formal structure which is essential for
the company to maximise their performance and accomplish long term goals effectively. In this
organisational chart determining the formal hierarchies of top, middle and lower authority.
Exports: In order to grow and develop business activities and operations in global market,
business organisation can export large number of the products and services. (Paliwoda and
Thomas, 2013). With this, they can increase their sales and revenues as well as achieve long
term goals and objectives. There are certain points which are included in this:
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 Working as a self-reliant enterprise Foreign sales branch which is analysis the distributions & sales facilities and promotional
activities.
Global web strategy: It is also an important and essential part of expanding their business. It is
wanted company because such strategy show its products and services. Due to this, they can
generate knowingness among the different clients with the help of electronic media. It is
essential and beneficial in order to attract a large number of customers so output is increased
sales or revenues of the company.
Franchising and Licensing: These are necessary and required for each and every business in
order to enter in the international and other market. They can use these routes for manufacturing
procedure panted, name and trademark of the business while assist the sales. So, it is very
important for the business growth and development.
It is a requited which is made by the governments and its rules and regulations. In this
they can not face certain issues because licence is permission in the other country.
Joint venture: With the help of partnership and joint ventures, company can easily grow in
internation market. It is very essential and beneficial part of the organisation in order to success
and develop easily (Griffin and Pustay, 2012). In this they can try to imports and export all
products and services in systematic manner. So results of these is to increased sales or revenues.
With the assist of these they can also attract large number of the buyers towards domestic items.
Direct investments: It is also very important and effective part of the STOP & SHOP success
and development. STOP & SHOP can invest in other country which result is maximised sales,
revenues and its market share. In this they can reduce their product price and give better quality
products or services to customers. So in this they highly satisfy and purchase all product in bulk,
it is valuable for firm to achieve higher profitability and productivity in a systematic manner.
All these are essential factors for the company success and development in international
level (Meissner, 2012). With the help of those aspects they can easily enter in new market and
increase their annual sales and revenues. These are necessary and essential for the enterprise to
maximise their position and performance at international level.
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TASK 2
P3 Key criteria and selection process
In order to enter into foreign market, business organisation can follow the basic process
of selection. In this they can identify the basic requirement of the customers and market trends.
With the help of these process they also determine the market conditions and rules and
regulations of the governments. Main purpose of applying this procedures is to analysing the
opportunities for services or products. Such kind of process includes five stage such as country
identification, In-depth screening, preliminary viewing, direct experience and final selection etc.
All there are beneficial and useful for the firm in easily set their business operations and
activities in host country (Yang and et. al., 2012). All these aspects are determined in detailed are
as follows:
(Source: Internatiobnal market entry evalution process, 2017)
Step 1: Country Identification: In this phase, STOP & SHOP company select one country
where they expand their business operations and activities. They can identify the best state in
order to give better opportunities to the employees and increase their sales and revenues. For
example: Australia and United Kingdom are similar heritage and same language (Akaka and et.
al., 2013). Another instance is Cuba and China have similar religion, political ideology and
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Illustration 1: Selection process

culture. So in this they can choose such country who can give better opportunities and maximise
sales and revenue in international level.
Step 2: Preliminary Screening: In this phase, they can analysis suitable country for company in
order to expanding their new business. In this they can score, rank and weight nations which is
based on large factor of economic such as domestic consumption level, exchange rates, currency
stability and other. In this situation, STOP & SHOP can measuring the entry in market costs
nature. Certain states such as China needs that several fraction of firm entering the new market.
Step 3:In-Depth Screening: In this phase, they can deeply analysis the country gross domestic
rate and other details in regards to analysis the suitable and beneficial place to achieve higher
profitability and productivity in a systematic manner (Zhou and et. al., 2012). In this they can
identified the target market which is change so that selling judgement making that can be
relevant. Business entity also research the marketing mix because in this they can decide the
product price, place, promotions and process.
Step 4:Final Selection: In this way, they can select better nation to expand their business
organisation (Malhotra, 2011). Business can took its same domestics companies or challenges
that already available in the market and get firmer prices in abstraction to new market entry. In
this final weighting, ranking and scoring can be available that emphases on focused criteria.
Along with this, manger of the company should try to research the last fistful of nations which is
remaining on short list.
Step 5: Direct Experience: One of the main important and essential part is personal experience.
In this phase, marketing manger of the organisation visit to specific locations to occurrence. It is
define as the business practices and culture of nation (Whitelock, 2013). They can identify the
person culture, experience, preference, lifestyle and taste towards business activities and their
products. It is very important for them in increase their sales and revenues at international level.
P4 Different market entry strategies and its advantages and disadvantages
Market entry strategies: This is identify the how company can enter in the international
market. There are certain components which are includes in this strategies are determined under
this in specific manner are as follows:
Exporting: It is traditional as well as well established part of operating and running in
international market. It is also identify as product marketing that will produce in specific country
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into other state. In this business entity clearly identified strategy like: distribution, price,
product , promotion and other research components.
It is a best term which is essential and important for the company in order to transferring
their goods and services into other places. It is a best approach of exporting a goods and
information in order to send as email, fax, email attachment, telephone conversation and many
other. STOP & SHOP tries to expand their business activities and operations at global level they
export their quality products and services to other places. Thus, it maximise the sales and profit
of organisation in limited time period.
Advantages:
 Creating from raw materials is home based, it is minimum risky.
 It will provides better opportunity in order to enquire abroad marketplace before
investing in different products.
 It is decrease the potentials uncertainties of operating new business in international.
Disadvantages:
 Such concept maximised uncertainty of non-payment
 Main disadvantage on pricing of the products. In this buyers services process can be required as well as expanded like: after sales aid in
international language.
Franchising: In this strategy, there are mainly two players such as franchisee and franchisor.
They play essential role in business development and success (Fletcher and Crawford, 2013). As
a part of distribution, franchisor is known as supplier or franchisee use their provider trademark
as well as distribute all goods in systematic manner. It is an effective agreement between two
and more than two parties where both are deals in order to achieve long term goals and
objectives. They have different rights to apply its business activities, market and produce a goods
or services in order to apply its trademark. The Franchiser gathers a one-time payable. It is
essential and important for the company because it increased growth risk and it is a easy way to
expansion capital.
Advantages:
 Freedom and dependence of employment
 Proven services and products.
 Verified trade mark.
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 Decrease failure uncertainties
Disadvantages:
 It is very expensive
 Danger and hard for national country No advantage to poor person.
Licensing: It is identified as a foreign operation approach whereby an organisation in specific
state concur to license a business in another nation to use processing, manufacturing, know-how ,
trademark and other ability which given by licensor (Chung and et. al., 2012).
Advantage:
 It is a better way to launch new business in international market.
 Linkage of receiving and parent partner interests. In this capital is never tied up in host country.
Disadvantages:
 There are limited number of involvement- to weight and length of specific products,
trademark, agreement and process. Such strategy is become challengers that get over by having cross and advanced
technology conveyance deals.
Mergers and Acquisition: Another name of this strategy is expansion which is powerful and
important in order to drive in globalisation. It is very essential strategy for the business success
and development in easily grow in international market. It is a best area of management,
corporate finances and strategy which is dealing with joining and buying with other enterprises.
In term of merger, there are two business join their operations mainly with an innovative name.
On the other hand, acquisition which is also an essential part of the company success and
development.
Advantages:
 Such kind of strategy cam maximise the power of market.
 Technology acquisition.
 Optimum resources utilizations.
 Tax advantages Minimization of future uncertainty.
Disadvantage:
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 Several unites that non heritable would have issues such as obsolete technology, old
plant, surplus and demoralized worker.
 In this company never have expertise and experience to handle the all unit. It is taken
entirely into inoperative areas.
TASK 3
P5 Overview of the key evidences in the global vs local debates
Marketing tactics differ as per the scope and are of organisation. An organisation has
different image and perception while operating business activities (Berthon, and et. al., 2012).
Below table show the difference between global debates and local debates.
Global debates: Local Debates:
An organisation's global image remain differ
from its domestic image. At international level
an entity has to plan its strategies as per global
business, political and economical
environment. SHOP & STOP is one the retail
industry which has a large buyer and customer
market at international level. Global political
environment is made of multiple factors as
CSR, environment and democratic. At
international level organisation have to
maintain strong professional appearance. At
international level there are different kind of
competitive environment is found which
remains bifurcated as per there product type
and market share. At global level
organisations get an opportunities to introduce
and promoting there business. There are
different marketing models are used while
representing image of organisation at
international level. In global marketing modern
At domestic level SHOP & STOP has build up
its brand image very strong. Customers are
loyal to organisation. It provides large scope
and accessibility in domestic market. It has
benefit of its multinational brand image in UK.
Local governance, rules and regulations are the
most important also important to operate and
maintain brand image. Political and democratic
changes are such kind of factors which remains
uncontrollable. Impact of change in political
and economical structure affect the operations.
Recently there is a historic political change
happened in UK in the form of Brexit. It has to
change its tactics of marketing in developing
the customer and buyers interest in UK. Along
with marketing. In domestic marketing
approaches of marketing are used as per their
past tactics and tradition approaches. In
internal market organisation has to focus upon
its basic culture, mind set, customer choice and
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marketing approaches are used which remains
connected with current environment and
situations of market.
buyers interest. One of the major benefit of
multinational organisation is that it would not
have to make efforts in generating finance and
investment for exploring the scope of business
P6 4P's of marketing mix differers in a variety of international contexts
Marketing mix is very essential and useful Technique of the each and every organisation
and their success (Ringle and et. al., 2012). it is useful for the company to expand their business
operations and functions in international level. It is very vital elements that is beneficial in order
to grow international level. It will includes product, price, promotion and distribution etc. All
these components are important in regards to identify trends of market and customers taste.
4P's of Marketing mix Description
Products: STOP & SHOP is a retail and multinational
company in UK that deal in different foods
products. In international level, business entity
can expand their business entity so they
required to produce large number of the
products. In this way, they can analysis the
taste and preference of the international clients.
They doesn't like veg products, so in this
business try to produce Non-veg as per foreign
clients demand. In order to expand their
product at international level which is
important for the company to attract large
number of the international clients.
Price: It is also essential and important aspects of the
business organisation in order to set better
pricing strategies. STOP & SHOP use Bulk
prising strategy which is useful and beneficial
for the company because in this they can earn
large profit and revenues (Wilson and et. al.,
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2012). Due to this, organisation can achieve
long term goals and objectives in systematic
manner. In the national market, they set low
price but in international market they set high
price as per their customers income level. In
order to expand their business operations at
international level which is essential for them
to set appropriate prices as per the customers
needs and demands.
Promotion: It is vital and essential elements which is
apply by each and every business entity in
order to attract large number of the customers
towards products or services. Different types of
communication channel such as promotion,
advertisement, public relation, publicity and
other aspects. All these are important for the
company to introduce their products and
facilities to their customers. So they can known
variety and quality of commodity to buy more
products. In international level; STOP &
SHOP use publicity, sponsorship because there
are large number of the person are living, all
are highly educated so they prefer these and
purchase products effectively and efficiently
(Bertoli, 2013). In this they can organise
different events, programs in order to aware
foreign clients towards their pricing strategies,
product and other equipments. It is another
important and essential tool of the enterprise in
order to innovate their new products and
services in marketplace and to the customers.
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With the help of this mix company easily
expand their business operations and activities
at global level.
Distribution: It is also significant part of marketing mix
which ensure the correct product acquire the
accurate place at perfect time. Such element
includes communication, warehousing,
inventory, transport and utilization of resource.
STOP & SHOP try to all facilities to their
customers so they can attract highly and
achieve more revenue. In international,
business entity can give transport facilities to
deliver all products as per buyers demand in
their home . Distributions is another part of the
such tool which is foremost for the
organisation to maximise their sales and profit
in limited time period.
TASK 4
P7 Different approaches of international marketing
International marketing states to carrying out by business organisation across the nation.
It involves planning, execution of conceptions, pricing, promotional and distribution of ideas and
satisfying individual's desires. In order to deal with customers in an effective manner companies
adopt certain strategies and policies so as to gain customers' interest. There are two approaches
of international marketing which is used by the STOP & SHOP are as follow:
Product or commodity approach – In this approach of international marketing,
companies are required to focus on product which is going to be sold in at global level. In
commodity approach, STOP & SHOP classified its market on the basis of needs and wants of
people (Samiee and Chabowski, 2012). Along with this, the flow of products and its movement
should be ethical from the original producer to the end user. But there are certain problems and
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issues which are being occurred to a commodity, such as- nature and extent of demand, sources
and conditions of supply, mode of transporting etc.
Institutional approach – This approach of international marketing is basically focuses to
the study of middleman, retailers, whole seller, importers, warehousing etc. which are engaged in
marketing while selling of goods. Institutional approach is also known as middleman approach
and provides relevant solutions about different institutions of the company.
Functional approach – This approach gives significance to different functions of
marketing. These marketing functions are divided into different splits, such as- buying, selling,
product designing, pricing etc. Along with this, marketing is the procedure of different activities
which can be used by managers so as to provide firm's products and services at international
level.
Management approach – While marketing at global level, mostly firms are using
management approach as it is specific and latest. The approach emphasis on the impact of
marketing activities on decision making process of the firm (Gilligan and Hird, 2012). It gives
importance to handle all problems or issues which can be occurred to promote products in
international market.
Global Strategy: It is an effective process of competing and expanding in internationalised
markets. In international level, business entity select a specific locations where they produce
their effective services and products to the customers.
Customized strategy: This strategy deals with process utilization in order to accomplish goals
and objectives of particular each client, evaluate information obtained and execute strategy
created in order to measure overall performance.
Adaption Strategy: This strategy are required at entire level of management either regional, local,
EU, national and international. With the help of this strategy business entity easily expand their
business operations at international level.
Competitor analysis: Apart from this, STOP & SHOP is one of the leading retailer over
the world. The firm has different competitors, such as- ASDA, sainsburry, Morrisons, Waitrose.
The over all market share of STOP & SHOP is 30.6%, so that in order to gain high competitive
advantage from target market the firm has to use new and innovative marketing techniques. With
the assistance of competitors analysis, firm can learn more and more about its rivals online
marketing efforts as well as their strength and weakness. The market share of STOP & SHOP's
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competitors are – ASDA – 16.6%, Sainsburry – 16.3%, Morrisons – 11.1%, Waitrose – 3.7% and
Iceland – 1.85.
P8 Compare between international and home orientations to assess competitors
Home orientation: It is define as a building position in connection to seasonal changes in
the total way and prevailing wind designer. Better orientation can maximise the energy
skilfulness of home. In order to making comfortable living which is important for the success
and development of home country.
International orientation: In a basic concept such orientation is organisation in its
description as well as evaluate of globalisation impacts on entity dynamics (De Langhe and et.
al., 2011). In this all breakdowns are emphasis on trade of services, goods, outward & inward
investments, control and ownership.
Difference between International and Home orientations
International Orientation Home Orientation
In international market, company has less
knowledge and idea about the market trends
and its customer's taste & preference.
In this, business entity have large knowledge
regarding market, customers tastes and
preference.
In the international market, business entity face
large issue because they don't understand
customers lifestyle, taste and preference as
well as they are less knowledge regarding
current trends of market.
In this situation, they face less risk and
uncertainties regarding future issues (De
Langhe and et. al., 2011). They are known
regarding all problems like, buyers taste, actual
trend of market and other things.
In this they have large competitors because of
they are properly new in this marketplace.
Ethnocentric approach: It is apply by
international business in order to manage their
relationship between managers and employees
which is beneficial for them to expand their
business operations at internation level.
In home orientation, they never has large
competitors because they understand its
country challengers.
Geocentric is a best approach which is apply
by company in order to compete their
competitors in an effective and efficient
manner.
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Ways to assess competitors : Above define all these approach are influence the
competitors in a direct manner. Such as management, commodity and institution methods effects
the individual life and business profitability. In the international market, STOP & SHOP has
different challengers because they are new in the market. So they never know market trends and
customer preference. Management approach define the controlling and managing power of the
company in order to handle all competitors who can produce same products at similar
marketplace. Institution approach that also define as an essential part which is important for the
mentioned business in regrades to join and increase their basic knowledge about foreign
language, products and services (Terpstra and et. al., 2012). Commodity aspects also significant
for the each and every business entity because it is a main part of the each and every company. In
this they can produce quality and healthy products to their customers in order to satisfy them
CONCLUSION
As per the above mention report, it can be concluded that international marketing is
essential part of the business organisation in order to expand their business in foreign market.
There are different tools and techniques are used such as market entry strategy which is
significant for the firm to enter into new market. Scope and key concept of international
marketing define how to enter in internationally. An organisation wants various strategy in order
to grow and success in worldwide. Key criteria and selection process also very important part of
the business in order to identify market of country where they expand their business operations.
4P's of marketing also important to determine the product, price, distribution and promotional
mix. Different approaches of international marketing and competitor analysis support the firm to
achieve more revenues and sales at large level. International Orientation , in this company has
less knowledge, more risk and large number of competitors whether Home orientation, there
company has more knowledge, less risk and competitors. All these are important for the
enterprise to success in international market.
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