Scope and Key Concepts of International Marketing

This document provides an overview of international marketing, including its scope and key concepts. It explains the rationale for wanting to market internationally and discusses several routes to market. The document also explores the key criteria and selection process for entering international markets, as well as the advantages and disadvantages of different market entry strategies. Additionally, it provides an overview of the global versus local debate in international marketing.

International
Marketing

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Analyse the scope and key concepts of international marketing...........................................1
P2.Explain the rationale for it to want to market internationally and several routes to market. .2
TASK 2............................................................................................................................................3
P3. Key criteria and selection process of international market to enter......................................3
P4. Different market entry strategies including the advantages and disadvantages of each.......4
TASK 3............................................................................................................................................5
P5. An overview of the key arguments in the global versus local debate...................................6
P6. Investigate how the product, place, pricing and promotional distribution approach differs
in a variety of international contexts...........................................................................................6
TASK 4............................................................................................................................................8
P7. Analyse the various international marketing approaches......................................................8
P8. Compare home and international orientation and ways to assess competitors.....................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................10

INTRODUCTION
International marketing is a process and application of marketing principles to fulfil the
various requirements and demands of diverse individual residing across the national borders.
Essentially, international marketing indicates to a business atmosphere in which organisations of
several countries can operate their business and provide their products and facilities to
consumers of several nations with the purpose of offering fulfilment to their need (Cateora and
et. al., 2020). It refers the execution of the business activities and operations at global level so
that company can also make the flow of its products and services to its consumers in more than
one country to earn profitability. This written report is based to Ledbury which is a restaurant
and located in London. The document will explain about key conceptions and scope of global
marketing. Furthermore, it will explain information about key criteria and selection activity to
analyse to enter in global marketplace, marketing approaches, marketing mix and comparison
between home and host orientation.
TASK 1
Analyse the scope and key concepts of international marketing
International marketing can be defined as planning, analysing, executing and publishing the
products and services of an establishment at global level and offer fulfilment to the demands and
demands of customers who living in different portions of across world. If the organisation does
this kind of marketing then it is understood as global marketing. In International market,
company has large scope and without international marketing no organisation can survive and
sustain till long time. In current era, marketing strategies and plan are not limited so by using
several tools and plans of marketing, business establishment can enter their business firm can
enter their business sin international marketplace. There is wide scope as increased buying power
has led to high taste of products among target audiences. With the beginning of high level of
rivalry that can be posed in from of them (Kotler and et. al., 2018). There is large scope when an
organisation expands and run its business internationally such as:
 At the time of making global expansion, the organisation can ware with different
demands, culture and need as well as marketplace needs. Then by manufacturing
products and services as per trends and desires of costumers, it can retain them till long
period and make development in economic system of company.
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 If the establishment run globally and provide goods according target audiences needs,
then it can help in making enlargement in business by developing productivity, profits
and consumer base.
The conception if international marketing is searching out fulfilment of requirements and
desires of global customer better than competitors both domestic and international (Morgan,
Feng and Whitler, 2018). When an organisation operates it business internationally, when the
main motive of the venture to fulfil consumers needs, by offering products and services
according their demands, and earning profits. Ledbury is a small restaurant which runs its
business at domestic level with UK. But to make development in customer size and making
improvement in profitability, the venture decided to operate its business activities at global level
in developing nations of world like Africa, China and many more.
Explain the rationale for it to want to market internationally and several routes to market
In current era, business venture are finding enlargement and growth chances to expand
business international extent because with the help of it, they can gain numerous benefits such as
make increment in profit, customer base and many more. In Ledbury, the administration requires
making expansion in its business in international environment and the rationale behind it is
defined as below:
Hire new or fresh talent- It is the main reason of expanding business in global business
atmosphere. By operating business internationally, the establishment can recruit new and skilled
employees who help in operating its business in well developed manner. In reference to
respective company, the administration wants to operate business global level because they want
to assort qualified workers who enable in satisfying needs and requirements of consumer and
developing business.
Improving profit margins- It is another key reason cause of which, Ledbury determined to
operate internationally. It is as when the administration of respective firm operates global, and
then they can make development in customer base, sales and profitability of organisation (Hult
and et. al., 2018). It will positively affect profitability and productivity in term of maximising
market share and revenue.
Various routes to market the company
Direct route- It refers to different marketing channels such as website deliveries, distribution
the mail order catalogues to make direct contact with the target audiences of company. In
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Ledbury, the administration of organisation can select these kinds of ways as it assist in making
instant contact with the people of international market with the purpose of maximising sales of
products and services. These ways and routes are beneficial to the company because with the
help of them it can make direct relation and contact with the target audiences. For example,
Website is a direct route to the company to market and when a company make innovation or add
a new product in its product line then firstly it provide information about it on the company
website. So with the help of it, the management can provide information about its products and
services to its target audiences.
Indirect route- In is another effective way to market and these kinds of channels considers sales
agents, distributors and franchises etc. This kind of channels and marketing routes are crucial to
respective firm as they help in making direct contact with consumers (Paul and Mas, 2019).
These channels play role as third party and the management of Ledbury can handover the
accountabilities to influence the demeanour of consumers. From the above mentioned rotes, the
administration of company can select franchise option for international expansion. For example,
alliance partnership is a market route which is beneficial to the respective company because
when the company operate its business internationally then it can provide growth options, access
to target markets and provide the knowledge & resource sharing. Some time it can be affect the
business in term of less efficient communication, poor resource allocation and loss of control
over essential issues like product quality, operating cost etc.
Challenges and Opportunities of International marketing
Opportunities
 It offers growth option to make enlargement in market share and size of firm, maximising
profits and developing productivity.
 By adopting chosen global marketing plan of action, the respective firm able to make
expansion in its business by attracting number of target audiences, shareholders and
capitalist at several locations.
Challenges
 The major issue is modification and fluctuation in government polices o different
countries that influence business of organisation.
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 Each and every nation has its own laws and policies so due to political instability,
economic system as well as environment condition, Ledbury can face different kind of
issues.
TASK 2
Key criteria and selection process of international market to enter
The key criteria and selection process towards international market, the firm can include
some points and they are explained as below:
Cost of labour- In developing nations like China and Africa, the cost of labour is low as
compare to UK so the management of Ledbury is determined to make expansion in business and
enter in global market (Christofi and et. al., 2018). This will be efficient to organisation to save
its labour cost.
Growth potential- It is another criterion to choose a market in which firm can run its
business efficiently. If respective company run its business in global market, then it can find out
development potential in marketplace in context of technology, desires of consumer, laws and
legislation, talented workers etc.
Market selection is also essential and plays a crucial role to get entry of a company in global
business environment (Paul and Rosado-Serrano, 2019). The assortment actions of marketing are
as below in reference to Ledbury:
International marketing objectives- It is the first phase of this activity that indicates that
administration of company set goal before enter in global marketing such as increment in profit,
enhancement of productivity and maximisation in customer base.
Short listing market- After determining and acknowledging the parameters of assorting
entry tool, the administration of organisation can select a market on the basis of chosen
changeable. In this phase, the management can select a market which can be appropriate to the
firm and where the business firm can offer several benefits.
Test marketing- After choosing the market, the manager of business firm test the market by
launching its goods and services in market. It help the producer in evaluating all over responses
of consumer from a specific market after tested development of production that can be
inaugurated on a large extent.
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Commercial production- It is the final segment in which once the product is tested in
market, the company go forward with accumulation production, less development. The
administration of Ledbury can manufacture range of food products according target audiences
taste & preferences.
Different market entry strategies including the advantages and disadvantages of each
There are different tools that a company can adopt in reference to enter in to new market. In
context of Ledbury, the explanation of different market entry ways is as below:
Franchising- It is a route through which an organisation can enter in to market with the motive
of operating its business internationally and fulfilled demand of global target audiences
(Oyewole, 2018). In Ledbury, with the assistance of it, the owner of the company obtains
distributors by associated dealers. It can be a process of agreement where an establishment offers
its right to other firms to use its trademark to operate the business.
Advantages- It is efficient for Ledbury because the organisation can use this method in
armlet to enter its business and provide its food products internationally. With the help of its
comoany can expand faster as it offers the labour and their sales offer the growth.
Disadvantages- The key limitation of this plan of action are that there are generally
drawbacks on where the organisation can operate business, purchase commodities and raw
material as well as final products. It cannot be administrated as closely as workers and they may
have different aims to the franchisor.
Joint Venture- It is an efficient market entry way and it is kind of partnership but there is only
an establishment or individual to make partnership in respect to run business (Shin, Noh and Lee,
2018). It can be an agreement of two organisations that they combine their marketing plan of
actions with the motive of gaining profitability and increasing market share. The administration
of Ledbury can utilise it to market its food products and services, maximising profits and range
of consumers.
Advantages- It is crucial for company as it offer organisations with the probability to profit,
new capability and expertise. By adopting this entry route and market entry strategy, the firm can
access to new markets and distribution networks.
Disadvantages- The major drawback of it is that it take more time efficiency to make
improvement in the right relation with other business which can be demanding. If the company
adopt this strategy then different cultures and management styles pose barriers to co-operation.
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Market evaluation criteria
A company can measure the market for the business by utilising several criteria; some of
them are described as under:
Market size- It is the major tool and method to evaluate a particular market. The
administration of the business form can determine that how many consumer are appropriately
and actively purchasing the goods and services of organisation under which the company
running its business.
Speed to market- It is an effective form to measure market and can be utilised by the
management of company. Within it, the business firm can determine that how fast the market
helps in selling the products and services of organisation.
From the above defined data, it can be critically measured that Joint venture is an effective
and efficient strategy and strategy that can be adopt by the management of Ledbury in form of
making business expansion in several countries (Agwu and Onwuegbuzie, 2018). As with the
help of it, business firm can make partnership with other companies that are already running their
business in particular business sector and maintain a good brand image of establishment. It will
help in establishing the business of respective organisation.
TASK 3
An overview of the key arguments in the global versus local debate
It is generally deemed that global marketing is efficient for ventures as it assist in
offering development opportunities to increase the sales, profitability and revenue of the firm by
providing its services to its consumers by producing food items as per their tastes & preferences.
So that they can show their loyalty and retain with the respective venture till long term. Effective
quality of infrastructural and abstraction services enable in offering benefits to the firm in
reference to maximising profitability and market share (Kaleka and Morgan, 2019). In context of
this, local marketing lags behind global marketing as this trends t deficiency the assets, raw
materials, infrastructure and needed technology to organise manufacture in an effective way that
can furnish rivalry benefits to the company in reference to global rivals. Local marketing is not
effective which means it is not able to attract a range of consumers which is not reach in the firm
in home country.
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Some of the people believe that local marketing so not offer advantages in rivalry
marketplace as the former is less decomposable and the firms are rather aware with the market
case of domestic country. The monetary assets requires for setting up market position and brand
image of company in home nation is much easier than while going international. Thus, the
probability of survival is higher when the firm is engaged in local marketing. In context of it,
global marketing is ascertained to be efficient as the consumer contact at global level is complex
to manage (Nyuur, Brecic and Debrah, 2018). As this owes to the presence of several
competitors who are always waiting for a potentiality to request the customers of a incorporated
organisation and decrease their market development and share as well.
Investigate how the product, place, pricing and promotional distribution approach differs in a
variety of international contexts
Marketing mix is an activity of spreading information about the product and its features by
considering its pricing strategy, availability of it and promotion of commodities to create
awareness. It can be a process of putting a right product at right place at right time so that target
audiences can take advantages and provide effective fulfilment to their necessities and
requirements. 4P’s of marketing include product, price, place and promotion that are highly
influenced by the global marketing in several ways such as immense rivalry, change in
consumers demands and many more (Radulovich, Javalgi and Scherer, 2018). Every nation is
unique in form of language, culture, value, beliefs, consumers taste & preferences etc. In context
of it, during the time of running business in China and other global markets, the marketing
efforts such as plans, strategies, commodities, price, place and promotion etc. will be differ in
comparison to domestic nation.
4P's of Marketing Description London China &
International market
Product It refers to the process
of converting raw
material in to finish
by considering needs
and demands of
customers so that
requirements of them
The company provide
healthy and pure food
items to fulfil the need
and taste &
preferences of
consumers.
The food items of
Ledbury can be
adopted accordant to
consumer
demographic,
packaging, necessities
of tastes &
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can be fulfilled in to
effective manner.
preferences of new
market.
Price It indicates to the cost
which is invested by
the firm from the
manufacturing of
commodities to
distribution of
products and services.
The pricing strategy
which can be utilised
by company was high
as the organisation
had armoured up its
allegiant customer
base over years.
The Ledbury, can
utilise several pricing
strategies in its
business at the time of
globalisation like
penetration skimming
and competitive
pricing etc.
Promotion It refers to those tools
and techniques that
are used by company
to promote and
publish the goods and
services of a company
by using different
marketing channels.
In current era, the
organisation utilised
several promotional
tools and techniques
such as TV, social
media tools, internet
and many more about
the innovation items
of its food items and
services (Blythe and
Martin, 2019).
The administration of
this company can
utilise different
promotional tools to
publish its food
products such as
social media,
marketing campaign
and many more to get
attention of target
individual so that can
show thee interest and
purchase
commodities.
Place It mentions to those
area and place where
customer can easily
reach to buy products
and services to fulfil
In existing time, the
organisation provides
facilities and food
products within its
company and existing
On international
market, the
organisation can
utilise several
opportunities of
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their needs and
demands.
location. allocating and serving
food items such as
online mode, outlets
and others.
TASK 4
Analyse the various international marketing approaches
There are several marketing approaches and tools that can be accept by the administration of
Ledbury at the time of global marketing. Some of them are explained as under:
Multinational- It refers to those ventures that have their own stores and provide service
by locating them in different nations while each destination functions in its way (Soares, 2018).
These types of firms have their offices and factories in different locations but main head office in
that nation where they organize global management. KFC, McDonald’s and many more are some
effective example of these kinds of companies.
Global- It indicates to those process stores which spread their business cross wise several
nations but they follow a uniform venture with dependable set of process that assist in facilitating
an effective and efficient single global firm. These are those companies which operate their
business in at least one nation outside of its domestic country. Apple, Starbucks and other
business firms are some good examples of global organisations as they operate their business
international outside from their nation of origin.
Transnational- These are those types of establishment that are critical in nature and run
considerable artefacts at the time of conducting business in several nation. They do not
specifically provide consideration to any particular country as their national place (Hagen,
Zucchella and Ghauri, 2019). Nestle is an appropriate example of this category business firm.
It can be determined from the above explained data that global tools and approaches are
numerous and can be easily adopt by business enterprises with the purpose of making expansion
in international marketing.
Compare home and international orientation and ways to assess competitors
Home orientation is known as an effective approach through which companies can make
effective notice in reference to communicate each situation of marketplace with workforce in
working environment. With the assistance of this orientation scene Ledbury Company can offer
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effective products and services appropriately in domestic nations as well as another nation
(Bocconcelli and et. al., 2018). There are some implications which are followed by respective
firm in reference to evaluate diverse manner to deal with several rivals. There are some ways
which are defined as under:
Implication- It shows the immense relationship among national and international nations for
Ledbury.
Ways to assess competitors- As per this approach, rivals do not have lots of authority so that
there is a few chances of damage to the reputation of a company. Thus, it is essential for a
company by offering them low competition of risk at marketplace.
There is another direction which is international direction and highly utilised to define
current similarities within the market. Together with it also looked at so many differences which
can understand by specific plan of actions in context of global markets and its scenario also.
Implication- This type of orientation always offers as rivalry benefits all over the rivals for
Ledbury along with them make sure that they can stay with long term period in market.
Ways to assess competitors- By having high rivalry, particular business firm can make plans and
strategies and implement in order to minimise rivalry and capable to earn effective goodwill in
market by having effective positions at international level. With the assistance of this direction,
they can minimise and decrease all over threat from the company and build effective and good
reputation appropriately.
From the preceding information it has been analysed that marketing mix is a very
different conception from the domestic and international markets. All these kind of forms are
considered by Ledbury in reference to make expansion in its business with several devices in
China (Cateora and et. al., 2020). With the assistance of this, they can get adequate options to
earn more profits and growth chances at marketplace. Thus, it has been suggested to respective
enterprise, they should bring more and more innovative tools in respect to impact other
individual internationally.
By having unique techniques and plan of action, they can make expansion their business in
China at large extent so that they can get development and capable to frame unique plan
accordingly. Along with this, it has been suggested too that they should determine over all
conceptions of devices which is considered by them in reference to accomplish aims in effective
manner. If they adopt all these kind of plan of action than they can make effective objective and
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capable to stay at market till long time frame (Kotler and et. al., 2018). Further, it has been
recommended too that they should concentrates on over all publicity actions of their entire food
items and facilities which can impact population of country like China in effective manner. If
target audiences of China will influenced in favourable manner then they can accomplish their
entire target by offering them effective commodities and services so it assists to make expansion
in their business in other nations. Thus, all these orientation are required for future development
of The Ledbury.
CONCLUSION
This has been summarised form the above mentioned information that marketing is an
effective aspect of selling promoting and offering services to target market of company as per
needs and demands of target consumers. International marketing is effective to offer these kinds
of facilities to international customers as per their demands by considering values, beliefs,
culture, custom etc. Several marketing routes also effective for development of company as with
the help of a business can get enter in to global business environment and attaining its set
business aims in term of growth and development. Different strategies of business entry in to
global market are also essential to expand business. There are diverse approaches and tools such
as global, transnational and multinational which are crucial for business of a firm when it is want
to make expansion at global level.
REFERENCES
Books & Journals
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Kotler, P. and et. al., 2018. Marketing management: an Asian perspective. Pearson.
Morgan, N.A., Feng, H. and Whitler, K.A., 2018. Marketing capabilities in international
marketing. Journal of International Marketing, 26(1), pp.61-95.
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Hult, G.T.M. and et. al., 2018. Addressing endogeneity in international marketing applications of
partial least squares structural equation modeling. Journal of International Marketing, 26(3),
pp.1-21.
Paul, J. and Mas, E., 2019. Toward a 7-P framework for international marketing. Journal of
Strategic Marketing, pp.1-21.
Christofi, M. and et. al., 2018. Customer engagement through choice in cause-related
marketing. International Marketing Review.
Paul, J. and Rosado-Serrano, A., 2019. Gradual internationalization vs born-global/international
new venture models. International Marketing Review.
Oyewole, P., 2018. International marketing of services and developing countries. Services
Marketing Quarterly, 39(2), pp.79-91.
Shin, M.M., Noh, E.J. and Lee, J., 2018. Study abroad programs as a service convergence: an
international marketing approach. Service Business, 12(2), pp.253-275.
Agwu, M.E. and Onwuegbuzie, H.N., 2018. Effects of international marketing environments on
entrepreneurship development. Journal of Innovation and Entrepreneurship, 7(1), p.12.
Kaleka, A. and Morgan, N.A., 2019. How marketing capabilities and current performance drive
strategic intentions in international markets. Industrial Marketing Management, 78, pp.108-121.
Nyuur, R.B., Brecic, R. and Debrah, Y.A., 2018. SME international innovation and strategic
adaptiveness. International Marketing Review.
Radulovich, L., Javalgi, R.R.G. and Scherer, R.F., 2018. Intangible resources influencing the
international performance of professional service SMEs in an emerging market. International
Marketing Review.
Blythe, J. and Martin, J., 2019. Essentials of marketing. Pearson UK.
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studies. Journal of Global Scholars of Marketing Science, 28(2), pp.214-220.
Hagen, B., Zucchella, A. and Ghauri, P.N., 2019. From fragile to agile: marketing as a key driver
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Scope of International Marketing. 2019. [Online]. Available Through:
<https://marketinglessons.in/the-scope-of-international-marketing/>.
Strategies to Enter a New Foreign Market. 2019. [Online]. Available Through:
<https://www.bubblestranslation.com/8-strategies-to-enter-a-new-foreign-market/>.
International Market Selection Process. 2018. [Online]. Available Through :
<https://howtoexportimport.com/Process-to-select-International-market-4576.aspx>.
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