This comprehensive guide explores the intricacies of international marketing, focusing on ClickTravel Ltd, a travel management company seeking global expansion. It delves into the scope and key concepts of international marketing, analyzes the rationale for ClickTravel's internationalization, and evaluates the opportunities and challenges presented by global markets. The guide further examines market entry strategies, including exporting, franchising, turnkey projects, and mergers and acquisitions, providing recommendations for ClickTravel's optimal approach. It also explores the global versus local marketing debate, highlighting the implications of each approach for ClickTravel's marketing mix. Finally, the guide analyzes various international marketing approaches and competitor analysis, offering recommendations on how ClickTravel should operate in an international context.
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