International Marketing: A Comprehensive Guide for ClickTravel Ltd

INTERNATIONAL MARKETING

Table of Contents
INTRODUCTION........................................................................................................................3
COMPANY OVERVIEW..............................................................................................................4
TASK 1...................................................................................................................................... 5
P1 ANALYSE THE SCOPE AND KEY CONCEPTS OF INTERNATIONAL MARKETING..................5
P2 EXPLAIN THE RATIONALE FOR IT TO WANT TO MARKET INTERNATIONALLY AND
DESCRIBE THE VARIOUS ROUTES TO MARKET THE ORGANISATION CAN ADOPT................7
M1 EVALUATE THE OPPORTUNITIES AND CHALLENGES THAT MARKETING
INTERNATIONALLY PRESENTS TO YOUR CHOSEN CLIENT ORGANISATION...........................8
TASK 2...................................................................................................................................... 9
P3 EVALUATE THE KEY CRITERIA AND SELECTION PROCESS TO USE WHEN CONSIDERING
WHICH INTERNATIONAL MARKET TO ENTER.......................................................................9
P4 EXPLAIN, USING EXAMPLES, THE DIFFERENT MARKET ENTRY STRATEGIES, INCLUDING
THE ADVANTAGES AND DISADVANTAGES OF EACH...........................................................11
M2 APPLY THE MARKET EVALUATION CRITERIA AND ENTRY STRATEGIES AND MAKE
RECOMMENDATIONS.........................................................................................................13
TASK 3.................................................................................................................................... 14
P5 PRESENT AN OVERVIEW OF THE KEY ARGUMENTS IN THE GLOBAL VERSUS LOCAL
DEBATE............................................................................................................................... 14
M3 EVALUATE THE CONTEXT AND CIRCUMSTANCES IN WHICH YOUR CLIENT
ORGANIZATION SHOULD ADOPT A GLOBAL OR LOCAL APPROACH, HIGHLIGHTING THE
IMPLICATIONS OF DOING SO..............................................................................................16
P6 INVESTIGATE HOW THE PRODUCT, PRICE, PRICING AND PROMOTIONAL DISTRIBUTION
APPROACH DIFFERS IN A VARIETY OF INTERNATIONAL CONTEXTS....................................17
M4 DETERMINE AND ARTICULATE IN DETAIL HOW TO ADAPT THE MARKETING MIX OF
YOUR CLIENT ORGANIZATION IN DIFFERENT INTERNATIONAL MARKETS..........................18
TASK 4.................................................................................................................................... 19
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P7 EXPLAIN AND ANALYSE THE VARIOUS INTERNATIONAL MARKETING APPROACHES
YOUR CLIENT ORGANISATION CAN ADOPT........................................................................19
P8 COMPARE HOME AND INTERNATIONAL ORIENTATION AND WAYS TO ASSESS
COMPETITORS, OUTLINING THE IMPLICATIONS OF EACH APPROACH...............................20
M5 EVALUATE VARIOUS MARKETING APPROACHES AND COMPETITOR ANALYSIS IN
RELATION TO AN ORGANIZATION AND MAKE RECOMMENDATIONS ON HOW THEY
SHOULD OPERATE IN AN INTERNATIONAL CONTEXT.........................................................22
CONCLUSION.......................................................................................................................... 23
REFERENCES........................................................................................................................... 24
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INTRODUCTION
International marketing can be referred as the application of marketing principles by
companies or industry in more than one country. Due to globalization, many companies
carry out their operations in almost any country around the world. It can be said in simple
words that the trading of goods and services among different countries around the world is
defined as international marketing (Terpstra, et al. 2012). It includes all the procedure that
is planning, executing rates, promotion as well as the distribution of products as well as
services around the world.
In the present scenario, no company is restricted to perform their trading activities to their
national borders. Majority of the companies are expanding through their well-defined
competitive marketing strategies while considering the demands, choices, preferences and
tastes of customers (Berthon, et al. 2012). This assignment comprises of the study of Click
Travel Ltd and focuses on the understanding the contribution of marketing to the business
strategies at international level.it includes the scope can key concepts of the international
marketing. It describes the importance of selecting the entry strategies in international
markets along with the key success factors. It also includes the elements of a marketing plan
that can be adapted to international markets. It also highlights the different approaches
adopted by the organization in international marketing.
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COMPANY OVERVIEW
ClickTravel Ltd is a travel management company that was established in the years 2008. The
aim of the company is to reduce the cost and complexity of booking a holiday for their
clients. The clients of the company include public, private and charity organizations across
the wide spectrum of industries. It manages business travel by combining the award-
winning team members with the innovative and latest technology (ClickTravel Ltd, 2018).
The earnings of the company above £35,000 are about 23 per cent. The staffs of the
company consist of 205 members. The aim of the company is to expand its operations
across the world.
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TASK 1
P1 ANALYSE THE SCOPE AND KEY CONCEPTS OF INTERNATIONAL
MARKETING
DEFINITION
International marketing is defined as the application of marketing principles in order to
satisfy the different needs and wants of various people who reside across the national
border (Armstrong, et al. 2015). The reason for the organizations such as ClickTravel being
global is to increase economies of scale, the elongated life of the products, huge market
share, untapped international market, and high growth and profit opportunities in the
international market.
CONCEPT OF INTERNATIONAL MARKETING
Domestic Marketing: Domestic marketing is referred to that marketing where the target
people are excluded from the home-country market. It resembles the global marketing
scenario in the technical terms (Akaka, et al. 2013). A company can be said domestic when
the products and technology and new market diversification is done within the country.
Export Marketing: the saturation of the domestic market or requests from customers from
other countries results in export marketing without undertaking any additional marketing
effort (Terpstra, et al. 2012). At this stage, the aim of the company is to expand its market
size by exporting the goods from one country to other countries. The outcome of this is that
in the organizational structures of domestic marketing firm, international sales force
department is present
International Marketing: in the international marketing, the focus of the companies is to
change the exporting to undertake marketing efforts in the foreign country (Crooks, et al.
2011). The company undertakes the marketing operations by establishing subsidiaries in
foreign countries.
Multinational marketing: multinational marketing approaches are applied by the company
in international marketing as it is realised that domestic marketing mix can be extended in
the different business environment in other countries. The subsidiaries in other countries
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