International Marketing Strategies Analysis

This assignment requires a critical analysis of various aspects of international marketing. Students must examine different market entry strategies, the impact of product-country images, and the role of marketing capabilities in international new ventures. The assignment emphasizes the importance of understanding leading marketing journals' contributions to the field and utilizes a multi-method bibliometric analysis approach. It also touches upon strategic international marketing concepts and the effects of early internationalization on performance outcomes.

INTERNATIONAL
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Scope and key concepts of international marketing..............................................................1
P2 Rationale for it to want to market internationally and various routes to market...................2
M1 Opportunities and challenges that marketing internationally...............................................3
D1 Evaluation of international market........................................................................................4
TASK 2............................................................................................................................................4
P3 Key criteria and selection process..........................................................................................4
P4 Various market entry strategies, including advantages and disadvantages...........................5
M2 Market evaluation criteria and entry strategies and make recommendations ......................7
TASK 3............................................................................................................................................8
P5 Overview of key arguments in the global versus local debate...............................................8
P6 Product, price, pricing and promotional distribution approach differs in a variety of
international contexts..................................................................................................................9
M3 Organization should adopt a global or local approach.........................................................9
M4 Adapt marketing mix of organization in various international markets...............................9
D2 Marketing mix is applied to a range of international contexts............................................10
TASK 4 .........................................................................................................................................10
P7 Different international marketing approaches client organisation can adopt......................10
P8 Home and international orientation and ways to assess competitors...................................11
M5 Different marketing approaches and competitor analysis..................................................11
D3 Recommendations organisations should be structured to increase opportunity.................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
International marketing is an application related to the marketing principles in more than
the one country. Under this marketing activities are integrated as well coordinated across many
markets of country. An international marketing is to be undertake all marketing activities more
than the country. Technology develops leaps in transportation, financial flows and
communication among the two countries. In addition to this, globalisation gives platform for
several organisation in order to establish themselves at the broad level (Akaka, Vargo and Lusch,
2013). When firm lead its business at large level, then there is a requirement to it to use the
effective marketing related strategy which will bring productivity as well as growth. This report
is based on Croud Inc. Limited and it want to expand it business at the international level. The
management of this organisation develop better strategies which can help in achieving long term
objective in an effective manner. Under this given report mention about concepts and scope of an
international marketing. Selection process and also key criteria to use at the time of entering in
international market will also be discussed in given report.
TASK 1
P1 Scope and key concepts of international marketing
International marketing enables an organisation to establish them, at broad level which
help to enhance efficiency as well as effectiveness of an organisation. This concept is defined as
performance level of all business activities which is designed for plan, direct, cost and promote
direct flow of services as well as products of firm to customers more than the one country in
order to earn more profit (Berthon and et. al., 2012). Under this, firm expand its business in to
the other countries or international market. In context to this, when small company conducts its
business at large level then there is a need to develop better strategies or use effective concept of
marketing.
Croud organisation deals in digital marketing and also provides various services to every
person such as content marketing, analytical, SEO and social advertising. The main focus of this
organisation is to develop something new and attractive services with the help of innovation.
This company expand its business in Canada and also its business operations. The scope of
international marketing given below as above:
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Export- Under this, firm trade its services from one country to other through promoting
similar on the media and also abiding through rules of foreign and home country. Under
exporting shipping of goods and also services from the one nation to the other.
Import- IN this, purchasing of services from external sources in national boundaries. The
Croud organisation buy its hardware related services from some of the other countries at
reasonable cost (Bertoli, 2013).
Contractual agreements- In this, business firm moves beyond domestic boundaries of
country. In addition to Croud organisation, it expand its business in to new markets and also
expand its customer base to generate more profit level.
Joint venturing- It is a scope of an international marketing and management of Croud
business firm is able to deal with the other market areas in a proper manner. With the help of
joint venture, Croud business organisation conduct its business operations with other firms of
Canada which also deal in marketing agency.
P2 Rationale for it to want to market internationally and various routes to market
A business entity contains ample number of operational activities which a manager or
leader needs to stick together so that to attain all the desired goals and objectives right on time. It
has been located that international market offers many sort of opportunities to domestic firms
who are looking forward to expand their business in much effective and appropriate manner.
Profit maximisation or enhancement in sales is the main aim of an organisation when they try to
add their business at international level (Cadogan, 2012). Croud Inc. Ltd. which is a marketing
and advertising company has to look into various aspects in order to grab good position at
international marketplace in really very short period of time. Some reasons that Croud Inc Ltd.
needs to enlarge their business at international level are given below:
 It has been located that domestic market contains less opportunities of enhancing their
business purpose where organisation can expect less profits and revenues at the same
time. Croud Inc. Ltd. which is a media marketing company uses new and updated tools
and techniques which makes easier for this firm to expand its business at international
level in much effective and efficient manner,
 Croud Inc. Ltd. can spread their business in wider range at international market. On the
other hand, domestic market stops a company after a certain period of time when it comes
to expanding business because of limited place of enlargement. Therefore, this can be
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stated as the reason that Croud Inc. Ltd. is looking forward to do business at international
marketplace.
 Croud Inc. Ltd. an advertising and marketing company that makes and does ads for other
firms can grab good position at international marketplace in short period of time and this
can be stated as the reason that organisation is trying to enlarge their business at global
level (Cavusgil and Cavusgil, 2012). This firm can expect high level of profit margins if
proper strategies is being made by senior authorities of this local enterprise of United
Kingdom.
Henceforth, these above discussed points can be stated as some reason that Croud Inc.
Ltd. Is looking forward to expand their business at international level. Various approaches,
methods, theories can be used by this organisation while considering and enhancing or increasing
business at global market. There are many paths through which organisation can enlarge their
business concerns at international market which are defined at underneath: Strategic alliance: This includes process of interrelating two business entities where one
is big and other one is small in nature where both of organisations prepare plans and
organises various strategies in order to enhance both productivity and profitability at the
same time.
 Email marketing: One of best sort of approach which is being utilised by most of media
marketing & advertising organisations. This can be understand as when a firm does
business or operates their in other nations through online tools and techniques. Under
this, Croud Inc. Ltd. can enhance their business through making little investment and can
expect high returns on them.
Apart from this, there are ample number of approaches under media marketing sector that
can be used by Croud Inc. Ltd. and can run their business successfully in nature where they can
expect high profit margins for a longer period of time (Chung, Lu Wang and Huang, 2012). With
the help of this, Croud Inc. Ltd. can make sustainability strong at international market.
M1 Opportunities and challenges that marketing internationally
It is important for business organization to evaluate as well as determine the opportunities
and challenges which faced by the company at the time of expanding as well as operating their
business at international level. For this manager is responsible for understanding it effectively
which may leads in improving overall performance of the company in most effective manner. In
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this context there are some opportunities and challenges which consider by the Croud at the time
of operating their activities at global level are as follows:
Opportunities Challenges
As Canada define positive climate for business
organization in which company easily operate
their operational activities in order to
generating larger revenue.
In this the main issues is currency rates which
faced by the company at the time of dealing at
global level.
Canada is a well developed country where
number of companies easily operate their
business and attain better success (Evers,
Anderssonand Hannibal, 2012). In this, Croud
also perform their activities and become a
leading media marketing company at market
place.
The major challenge which face by company is
change in rules and regulations which creates
various issues in front of company.
D1 Evaluation of international market
International marketing is a procedure to expand business at large scale. The concept of
marketing is helpful in offering of services as well as goods to consumers in order to satisfying
their demands and needs in better manner (Fletcher and Crawford, 2013). Under this,
organisational strategies aids in perform all business operations in systematic manner. If firm
will use better strategies, then it an earn more profit.
TASK 2
P3 Key criteria and selection process
If firm wants to expand its business in to new market then there is a requirement to
determine effective market areas from which it can generate more profit. It will be helpful in
attracting large number of people and also revenue. In addition to this, process of international
business evaluation is complex and takes more considerations for evaluation. There is a
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requirement to business organisation to determine market considerations in systematic manner
and open business in new area. In context to this, Croud firm requires as well as organise better
study of market so it can competitive with its rivals in competitive market. The process of
selection at the time of entering at international market mention below as above:
Country identification- IT is first stage and in this there is a ned to management to know
about the country in which business is going to be conducted. Regarding this, it is necessary to
conducts better research about country and also its economy (Leonidou and et. al., 2010). For
expand business, Croud organisation selects Canada country which is developed.
Preliminary screening- Under this, economy screening leads to be taken place in which
weight, rank and number of each country are to be lead. Other than these, there is a need to
include exchange rates, stability and macro related factors.
In depth screening- It is a third stage and in this business needs to be conduct an in depth
screening in which macro as well as micro factors are to be examined in proper manner. Under
this, climate change and local situation both are involved which help in getting better outcomes.
Final selection- At this stage, firm selects one country which provide benefits to business
and helpful in conducting all business options in an effective or systematic manner.
Direct experience- It is last stage and in this person began to take its personal experience.
It is necessary to manager to travel in those regions and nations which can be reflect more
development areas and gives benefits to business.
P4 Various market entry strategies, including advantages and disadvantages
Market entry strategy is planned method of offering services or products to new target
market. In order to entering in new market, it is necessary for company to develop effective
strategies. The market entry strategies are helpful to facilitate better option for company to
introduce and develop them at the market place (Meissner, 2012). In this, there is a requirement
to managers to examine all types of market related strategies with their limitations and
advantages. Some marketing strategies with their advantages and disadvantages are given below
as above:
Joint venture- Under this, two organisations doing its business together for achieving common
goals. It is specific partnership form and includes creation of third company which is
independent. The two organisations are consent to work together in specific market.
Advantages
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 It provides an effective opportunities to firms to gain more new expertise as well
as capacity.
 Under this, risk will be share with other partner.
 It is flexible and allow organisation to enter similar business and gain
technological knowledge (Paliwoda and Thomas, 2013).
Disadvantages
 Objectives will not be clear to staff members and they will confused to follo0w
structure of which company.
 Management styles and various cultures results in the poor co- operation as well
as integration.
 In this, partners do not give better leadership and also support at early stages.
 In joint venture, success is based by objectives analysis and an investigation.
Direct exporting- It is a condition under which firm sells its goods directly to consumers in
other country without involving other firms or individual; in order to make proper arrangements.
Advantages
 It is helpful in getting proper knowledge regarding market.
 Its main advantage is that it has full control over goods to be amounted in
international market.
 Tends to be develop satisfaction sense to consumers side.
 It is helpful in interact with consumers in a better manner and develop with the
healthy relationship from providing quality products to them (Papadopoulos and
Heslop, 2014).
Disadvantages
 It consist extra expenses as well as time.
 In order to develop strong consumer base, there is a need to give more efforts.
 It is complex to handle and manage several comments and feedbacks of
consumers.
 Regarding any technological change, there is a need to provide training and
development facilities to staff members so that they can operate them in
systematic way.
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Buying a business- In some of the markets purchasing from present local organisation many be
most effective entry strategy (Ringle, Sarstedt and Straub, 2012). This can be done through
targeting effective company and also environment.
Advantages
 Current staff members should have good experience.
 Some groundwork for getting business up and also run in a successful manner.
 Firm can acquire current consumers, reputation, plant, suppliers and also
inventory.
Disadvantages
 Under this business can badly managed as well as located with minimum morale
of employees.
 External factors like for an instance enhancing competition or also reducing
industry can impact on future development.
 Personality of seller as well as established relationship many be the main factor
behind success of company.
M2 Market evaluation criteria and entry strategies and make recommendations
Evaluation of market criteria is more important for business organization which may
leads in enhancing the profitability level of the company. In this context there are various
strategies of entry in another market such as buying a firm, direct exporting, joint venture and
many more (Samiee and Chabowski, 2012). All these are more effective which helps in proving
opportunities to business to enter in new market with the purpose of attaining better success.
Along with this, it also define advantage and disadvantages which consist in market. With the
help of all the strategies company bring new and innovative ideas to improve their overall
performance level in appropriate time frame. In addition of this, it also recommended that
company should use entry strategies which may leads in attaining set goals and objectives in
allotted time frame. With the help of this company attain better success at market place.
TASK 3
P5 Overview of key arguments in the global versus local debate
The nature of every business is different and also require to understand through managers
of business in a proper manner. In context to increasing probability as well as working, it is
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necessary to focus on aching aims and objectivities of business firm in an effective manner. It is
a responsibility of management to examine local and global presence of an organisation to
understand market in a better manner (Terpstra, Foley and Sarathy, 2012). In addition to this,
there is difference among local and global debate:
Global Local
At international level, more business
opportunities derive due to market is dealing
with an expansion.
Local are not have many opportunities of get
the stability more high. The market area are not
to be underpin more consideration because of
minimum competition which support
sustainability.
New market trends and also different
consumers get to be underpin to support for
managing an innovation in proper time period.
In local area, focus of new market trends is low
and need to be understand in a proper manner.
In this, harmonious relationship of consumers
are very high and deal with very dignity.
Under this, scope is high and ability of
generating profit is also more of individual. It
is helpful in getting more better outcomes in
order to take appropriate or beneficial
decisions regarding business.
Under this, firm is not able to earn more profit
as well as sales. As comparison to global level
business, managing image of business at small
scale level is easier.
According to this given table, it is clearly understand that Croud Inc. limited organisation.
This company expand its business and also its operations at international or local level (Wilson,
and et. al., 2012). It will be helpful in offering better or effective return or bring positive changes
along with the attributes.
P6 Product, price, pricing and promotional distribution approach differs in a variety of
international contexts
At global market, every company wants to expand its business. It is necessary to assess as
well as understand through managers for getting better support (Zhou, Wu and Barnes, 2012). In
addition to this there is a requirement to management of Croud Inc. limited organisation to
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identify product, place, price and promotion approaches at the international market for doing
business in an effective manner. An evaluation of some aspects are given below:
Product- At global level, firm deals in single goods in order to get effective outcomes. It
is necessary to began underpin different new goods. It is helpful in enabling to attract more
consumers to earn more profit. Croud Inc. provides digital marketing services in order to
promote the business of consumers in better manner.
Pricing- It is other approach and concerned with pricing technique. There is a
requirement to understand regarding this concept of form. In addition to this, Penetration pricing
policy of small company to get competitive advantages at the market place.
In addition to this, there is a requirement to company to understand all these concepts
through managers. It will aids in providing competitive advantage to business and achieving
aims of firm with in given period of time.
M3 Organization should adopt a global or local approach
Marketing manager of company suppose to effectively assess market position of business
in local as well as global market. When a venture runs its business operations on local or
domestic level then in that condition opportunities are less and on the other hand if firm operates
its business venture on global level than company can avail more growth options and
opportunities (Fletcher and Crawford, 2013).
M4 Adapt marketing mix of organization in various international markets
Marketing mix is used through Croud Inc. limited company on the basis of vision,
mission, aims and objectives. It is essential for management of this company to use effective
marketing mix through making better strategies relates to pricing. It will be helpful in generating
more profit and increase productivity of business. It is essential that firm should be focus on
providing promotions which should be more attractive.
D2 Marketing mix is applied to a range of international contexts
On the basis of view point of Evers, Andersson and Hannibal, 2012 it has been stated that
marketing mix is helpful in doing all activities in systematic manner and fulfil needs of
consumers. Marketing mix application is effective for an organisation in context to enhancing
revenues. Through this, productivity of firm will be increased at international level. Marketing
mix aids in providing better promotion of goods which can give competitive advantage to
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business. Under marketing mix consists product, place, price, promotion, people, process and
physical evidence.
TASK 4
P7 Different international marketing approaches client organisation can adopt
In this modern era, there are two different kinds of marketing approach which are used
through many firms. It is necessary for Croud Inc. Limited use effective concepts which provides
better results. Some of the approaches of international marketing given below as above:
Traditional marketing approach
It means any kind of advertising, campaign and promotion which has been use through
organisations for many years. It is dealing with the bullying in order to apply sanctions to
consumers. Croud Inc. Limited company can suggest this strategy in context to get the positive
outcomes in particular time period (Chung, Lu Wang and Huang, 2012). In regards to this, there
are many promotional tools available at market place like for an instance newspapers, print
media, advertisements, billboards, social media etc. These all tools are helpful in promoting
services and goods from which consumers will be aware about existing products of firm in an
effective manner.
Advantages and disadvantages are given
Most of individuals and business firms are using advanced technology in their business
for the purpose of enhancing productivity of business. Firm should update its technology on
continuous basis. On the other hand, cost of this kind of strategy is high which results in
minimising profit level of business.
Modern marketing approach
In an approach of modern marketing, organisation uses advanced technology on regular
basis, there are many different tools which are used to attract or communicate to consumers. It is
vital for organisations to promote products online with the help of technology. In addition to this,
there are various social sites which which firm can promote such as Instagram, Facebook etc.
Advantages and disadvantages
The main advantage of this approach is that it does not have money as well as gain
attention of customers (Cadogan, 2012). But it gives no surety to attract them in proper manner.
In addition to this, it is vital for firm to develop proper eye catching advertising, characters etc.
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P8 Home and international orientation and ways to assess competitors
Under this, it has been determined that firms should took towards increase business at
local level to global level. Regarding this, there is a need to company to conduct proper research
and know about every thing means legal structure, policies, behaviour of consumers of that
country. It will be helpful in providing more benefits to firm in future context.
An example- Croud Inc. Limited is trying to increase its business activities or operations
in country of Canada. It is complex for firm to increase its business in other country as well as
accept its culture.
At new market, there are many problems which are faced through company related to
policies, politics, legislations, government etc. In United Kingdom country, many organisations
use the traditional approach (Berthon and et. al., 2012). But in Canada country, firms use modern
approach of marketing. Traditional approaches can used through companies which need to
conduct research in a proper of effective manner. In addition to this, it is necessary for Croud
Inc. Limited instantiation to provide relevant as well as accurate data to consumers for getting
better outcomes. Research is helpful for an organisation to achieved the desired results with in
specific period of time in an effective manner.
M5 Different marketing approaches and competitor analysis
In this modern era, there are different approached used through an organisation at the
time of conducting business at national or international level. In addition to this, it is necessary to
measure all actions which help in competing with strong competitors. Market approach is
method of identifying appraisal of asset value which depends on selling cost of same products.
There various types of marketing approaches are relationship marketing, cause marketing,
transactional marketing, word of mouth etc.
D3 Recommendations organisations should be structured to increase opportunity
Through innovation, company can make its products more attractive at the workplace.
For consumers of Croud Inc Limited organisation, it helps in develop more favourable situations.
It is necessary that this firm should conduct CSR (Corporate Social Responsibility) activities for
doing some thing better to society (Akaka, Vargo and Lusch, 2013). It is essential that company
should adopt better marketing approaches for promote its services or products at global market.
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CONCLUSION
It has been concluded from the above given report, international marketing provides
benefits to an organisation and also helpful in generate more revenue. Croud Inc. Limited
conduct its business at international level through developing better strategies. In this given
report studied about evaluation of different approaches related to marketing. Price, Product,
promotion and place distribution approaches varied in context to international market also
discussed under this. It is essential that firm should develop better strategies and also follow all
rules and regulations during conducting business in some of the other countries. Under given
report studied regarding various marketing related strategies and also their advantages as well as
disadvantages.
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REFERENCES
Books & Journals
Akaka, M. A., Vargo, S. L. and Lusch, R. F., 2013. The complexity of context: A service
ecosystems approach for international marketing. Journal of Marketing Research.
21(4). pp.1-20.
Berthon, P. R. and et. al., 2012. Marketing meets Web 2.0, social media, and creative consumers:
Implications for international marketing strategy. Business horizons. 55(3). pp.261-271.
Bertoli, G., 2013. International marketing and the country of origin effect: the global impact
of'made in Italy'. Edward Elgar Publishing.
Cadogan, J. W., 2012. International marketing, strategic orientations and business success:
reflections on the path ahead. International Marketing Review. 29(4). pp.340-348.
Cavusgil, S. T. and Cavusgil, E., 2012. Reflections on international marketing: destructive
regeneration and multinational firms. Journal of the Academy of Marketing Science.
40(2). pp.202-217.
Chung, H. F., Lu Wang, C. and Huang, P. H., 2012. A contingency approach to international
marketing strategy and decision-making structure among exporting firms. International
Marketing Review. 29(1). pp.54-87.
Evers, N., Andersson, S. and Hannibal, M., 2012. Stakeholders and marketing capabilities in
international new ventures: evidence from Ireland, Sweden and Denmark. Journal of
International Marketing. 20(4). pp.46-71.
Fletcher, R. and Crawford, H., 2013. International marketing: an Asia-Pacific perspective.
Pearson Higher Education AU.
Leonidou, L.C. and et. al., 2010. Assessing the contribution of leading mainstream marketing
journals to the international marketing discipline. International Marketing Review.
27(5). pp.491-518.
Meissner, H. G., 2012. Strategic international marketing. Springer Science & Business Media.
Paliwoda, S. and Thomas, M., 2013. International marketing. Routledge.
Papadopoulos, N. and Heslop, L.A., 2014. Product-country images: Impact and role in
international marketing. Routledge.
Ringle, C. M., Sarstedt, M. and Straub, D. W., 2012. Editor's comments: a critical look at the use
of PLS-SEM in MIS quarterly. MIS quarterly. 36(1). pp.iii-xiv.
Samiee, S. and Chabowski, B.R., 2012. Knowledge structure in international marketing: a multi-
method bibliometric analysis. Journal of the Academy of Marketing Science.40(2).
pp.364-386.
Terpstra, V., Foley, J. and Sarathy, R., 2012. International marketing. Naper Press.
Wilson, A. and et. al., 2012. Services marketing: Integrating customer focus across the firm.
McGraw Hill.
Zhou, L., Wu, A. and Barnes, B.R., 2012. The effects of early internationalization on
performance outcomes in young international ventures: the mediating role of marketing
capabilities. Journal of International Marketing.20(4). pp.25-45.
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MARKET ENTRY STRATEGIES. 2018. [Online]. Available
through :<http://www.tradestart.ca/market-entry-strategies>.
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