International Marketing: A Case Study of Vision Security Group

INTERNATIONAL MARKETING
VISION SECURITY GROUP

Table of Contents
INTRODUCTION.........................................................................................................3
LO1............................................................................................................................. 4
P1 THE SCOPE AND KEY CONCEPTS OF INTERNATIONAL MARKETING.......4
P2 THE RATIONALE FOR VISION SECURITY GROUP TO MARKET
INTERNATIONALLY AND THE VARIOUS ROUTES TO MARKET THAT VSG
CAN ADOPT............................................................................................................7
LO2............................................................................................................................. 9
P3 THE KEY CRITERIA AND SELECTION PROCESS THAT CAN BE USED BY
VISION SECURITIES GROUP WHEN CONSIDERING WHICH INTERNATIONAL
MARKET TO ENTER.............................................................................................. 9
P4 THE DIFFERENT MARKET ENTRY STRATEGIES, INCLUDING THE
ADVANTAGES AND DISADVANTAGES OF EACH.............................................12
LO3........................................................................................................................... 14
P5 AN OVERVIEW OF THE KEY ARGUMENTS IN THE GLOBAL VERSUS
LOCAL DEBATE................................................................................................... 14
P6 THE MANAGEMENT TEAM OF VISION SECURITY GROUP WOULD LIKE
YOU TO INVESTIGATE HOW THE PRODUCT, PLACE, PRICING AND
PROMOTIONAL DISTRIBUTION APPROACH DIFFERS IN A VARIETY OF
INTERNATIONAL CONTEXTS.............................................................................15
LO4........................................................................................................................... 16
P7 THE VARIOUS INTERNATIONAL MARKETING APPROACHES VISION
SECURITY GROUP CAN ADOPT........................................................................16
P8 COMPARE HOME AND INTERNATIONAL ORIENTATION AND WAYS TO
ASSESS COMPETITORS, OUTLINING THE IMPLICATIONS OF EACH
APPROACH.......................................................................................................... 18
CONCLUSION AND RECOMMENDATIONS...........................................................19
REFERENCES..........................................................................................................20

INTRODUCTION
Vision Security Group is a local company that serves security solutions to
businesses in an innovative way for the UK and Ireland and delivers best customer
services to its clients. They focus on driving maximum value by maintaining effective
relationships with customers. The number of employees employed by it accounts to
7,500 and it serves nearly 2,000 locations. It serves many sectors namely corporate,
manufacturing, public sector, shopping centres and retails and many more
(Eteokleous, et al. 2016).
As a marketing consultant of Vision Security Group, we will focus on the international
marketing that helps to achieve the business strategies internationally and will also
explore the ways to enter the international market. An effective marketing plan will be
laid out that is adaptive and standardize in international markets too. This report will
help to draw out the major differences within the local and the global marketing and
will also discuss the marketing mix used by Vision Security Group. Analysis of the
competitors will also be presented that will help to compare the orientation at local as
well as international level.

LO1
P1 THE SCOPE AND KEY CONCEPTS OF INTERNATIONAL MARKETING
When marketing activities are carried out in more than one country by applying the
principles of marketing then it is termed as the international marketing. It is also
referred as the global marketing which aims to focus on the various physical
locations, product markets and customer groups (Armstrong, et al. 2016).
The marketing mix decisions also varied from one country to other and the decisions
regarding the same are undertaken by coordinating the marketing strategies across
the globe. This is a strategy that lays its foundations in the local country but has
offices in different countries. It is marketing the company’s products and services
beyond the local country’s border (Papadopoulos and Heslop, 2014).
Fig.1: Difference between Domestic and International marketing
Source: https://keydifferences.com/difference-between-domestic-and-international-
marketing.html
Domestic marketing International marketing
 Serves small area and markets
within geographical boundaries of
nation
 Low governmental intervention
and operations of business carried
out in a single nation
 Less risk factor and capital
requirement (Katsikeas, 2018)
 Little research required
 Same customer base and
preferences
 Serves large area and carries
marketing activities over
geographical areas beyond
country (Katsikeas, 2018)
 High governmental interventions
and business operates in more
than one country
 The very high risk involved with
huge capital requirement
 Deep research required
 Variation in customer preferences

Fig.2: Scope of International Marketing
Source: https://businessjargons.com/international-marketing.html
The scope of international marketing
In order to explore the prospective markets, it is essential to grab information about
those markets and to generate full awareness about them so that the product and
services can be well promoted.
The scope of the international marketing covers the followings:
 Imports
It is that function of the international marketing where the goods and services are
brought into the local countryside from the other foreign country in order to hike the
production lines and to resale quality products to the potential customer base. This
brings closure to the desired objectives by rendering appropriate solution (Morschett,
et al. 2015).
 Exports
In this, the local company may go for sending the products to the international
markets which results in lending huge revenues. This helps in cost covering which
will lead to hike in profitability and will boost the growth of the company in the
international markets too.
 Joint venture
Under this, the local company can go for collaboration with another brand for a
specific period of time so as to pursue the goal which was not possible to achieve
individually. This also helps to transfer the risks of losses as it helps in generating

huge value for the company which raises the scope of the business through
international marketing.
 Contractual agreements
While practising international marketing the scope renders the contractual
agreements to the local company that may enter into agreements on the contract
basis and this is usually done on the terms of licensing for co-production or to gain
technical assistance.
 Strategic alliances
In order to gain over the competitors and to retain the advantages international
marketing render better scope to the companies who are thinking to go global. This
goes further by entering into alliances with the competitors so as to lessen the scope
of competition and to increase the innovative flow and flexibility of the firm (Hoppner
and Griffith, 2015).
 Management contracts
In the scope of international marketing, the management contract also falls that
helps in achieving the skilled labour forces through a contract. The labours forces
are supplied here by the supplier according to the terms of the contract which helps
in better results (Armstrong, et al. 2016).
Thus international marketing helps in increased economies of scale and will help in
achieving better market share by elongated product life and high profitability.