Scope and Key Concepts of 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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