Scope and Key Concepts of International Marketing

International
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Scope and Key Concepts of International Marketing.............................................................1
Explaining the Rationale to Expand Market Internationally and Various Types of Routes to
Market the Company..............................................................................................................3
TASK 2............................................................................................................................................5
Key Criteria and Selection Process to Use While Considering to Enter the International
Market.....................................................................................................................................5
Different Strategies of Market Entry With their Advantages and Disadvantages..................7
TASK 3............................................................................................................................................8
Overview of the Key Arguments in International Versus Local Debate................................8
Product, Price, Place and Promotional Distribution Approach Differs in a Variety of
International Contexts............................................................................................................9
TASK 4..........................................................................................................................................11
Analyse the Various International Marketing Approaches..................................................11
Compare Home and International Orientation and Ways to Assess Competitors, Outlining the
Implications of Each Approach............................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing refers to the process which starts with the process of idea generation of any
product and service which is made in order to fulfil the needs and requirements of their
customers and ends with satisfaction of their customers (Baker and Saren, 2016). The main
purpose of marketing to make identification of the needs and wants of their customers and to
provide them with the best possible services along with the fulfilment of organisational
objectives as well. The company chosen for the completion of this assignment is CafePod Coffee
Company which was founded in the year 2011 and is headquartered in London. The owner and
founder of this company is Peter Grainger which provides their customers with soft drinks in
order to provide them with satisfaction so that the fulfilment of the needs and wants of their
customers could be made possible. In this assignment, the discussion will start with the scope
and key concepts of international marketing. In addition to this, the discussion will also be made
about the key criteria and selection process of the organisation to consider the ways with the help
of which entry in the market could be made possible in the international market. The discussion
will be made about the four P's of Marketing, Marketing Approaches and comparison in between
home and international orientation will also be provided in this assignment as well.
TASK 1
Scope and Key Concepts of International Marketing
Concepts of Marketing
International Marketing is the process with the help of which an organisation takes their
business operations and processes such as sales and purchase, customer base, promotion and
transfer of products and services at international level so that it can help in growth and
development of the business (Bowie and et., al., 2016). The following concept of international
marketing is related to the analysing and providing the customers with their own needs and
demands which are used in order to satisfy the needs and demands of their customers. It is the
coordination of different marketing activities with the help of which an organisation makes
possible their expansion process outside their home country. The key concepts of international
marketing are acknowledged to be contract manufacturing, countertrade, export, import,
franchising, joint venture etc. In this regard, it has been analysed that a firm seeking to carry out
international marketing may leverage any of the before mentioned concepts and thereby enhance
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