International Marketing for Airdri LTD

This report discusses the scope and key concepts of international marketing and the rationale for Airdri LTD to market internationally. It evaluates the various routes to international market and the criteria and selection process for entering a new market. It also discusses the challenges of entering the German market. The report includes an introduction to Airdri LTD, definitions of international market, and differences between local and international market.

International Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................1
An introduction to the chosen organisation and give some definitions of international market
besides highlighting the main differences between local and international market....................1
Assess the scope and key concepts of international marketing and explain the rationale for
your chosen organisation to market internationally.....................................................................2
Describe the various routes to international market which your chosen organization can adopt
and which route the company should adopt and why?................................................................3
There are many international markets that an organisation can enter, so evaluate the key
criteria and selection process that the company should use when considering which
international market to enter besides evaluating the opportunities and challenges.....................4
Define and explain what a market entry strategy is, using examples of the different strategies
that are available to an organisation, and include the advantages and disadvantages of each....6
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
International marketing is commonly means to the such sort of practices of marketing which
basically is implemented by the commercial businesses in order to smoothly function the
practices of their business. In simple words this includes a single type of entity in order to
implement as well as developed several different strategy as well as decisions around the global
boundaries. In addition to it this basically also provide assistance to the organization and
constructing several different facilities of marketing around the world, production as well as also
coordinating techniques of marketing as well. Moreover to this the crucial operation of the
international marketing is to assuring that in order to accomplishing the needs and requirements
of the consumers around the world marketing mix of the products and services of the company
need to be evaluated (Hu, 2020). The following report is based on the organizacion airdry
limited. The company was basically founded in the year 1974 and it is having its headquarters in
United Kingdom. Furthermore the following report will cover about the brief evaluation of the
vital as well as scope concept of global marketing and discussion regarding the rationale of this
required to international marketing and also shows several different ways in accordance to
market the products of the company. It will also include regarding the examination of the criteria
and process of selection in order to utilise at the time of focusing on different way to enter the
international market and discussion of utilizing of several different examples and several
different strategies of market entry involving its disadvantage as well as advantages for each.
TASK
An introduction to the chosen organisation and give some definitions of international market
besides highlighting the main differences between local and international market
Introduction of organization
Airdri LTD is among the most well known brands in the United Kingdom thanks to its unique
product which is the hand dryer. The company was created in the year 1974, and the United
Kingdom is where its headquarters are. Selling hand dryers in numerous locations is its major
product or company But also over the time, as this product's popularity grows, organisations are
able to significantly grow their core functions with the help of different product launches and
increased innovation. Additionally, the relevant business determined that there is a competitive

gap in terms of proactively made, energy-efficient, and dependable hand dryers that are suitable
due to its critical innovation in the field of hand dryers (Gbadamosi, 2019).
Definition of international market –
In accordance to the opinion of the Philip kotler global marketing is known to be the societal as
well as managerial method in which a person or the group of people enhance the revenue and
sales of the organization effectively and efficiently. In addition to it the people or the individual
can also provide assistance to the organization in order to detect as well as identify the
requirements and preferences of their consumer base in a very low time period with the
assistance of providing as well as exchanging and creating the product and services which
contains the specific value.
Difference between local and international market
Basis Local market International market
Meaning In this type of the market
which is local market the
actions as well as products of
the organization are function
basically in the geographical
area of the specific
organization.
Whereas in international
market the actions and the
operations of the organization
are basically functioned in the
international and global way.
Government interference In the local market the
interference of the legal
bodies or the government
authorities in the operations
of the commercial business is
very minimum which does
not act as the barrier to the
organization for the long
period of time (Mohtaram,
and Movasagh, 2018)
.
In the global market or the
international market the
interference of the legal
bodies and the government
authority is major high in the
functioning of the
commercial business for the
long period of time and the
organization requires to
follow all the imposed rules
and policies in order to

prevent the several legal
consequences.
Risk factor In the local market there is
low risk which is associated
to the organization as well as
its operations.
In the global market the risk
factor is high because the
organization is tapping the
new market area which is
outside of its own host
country.
Assess the scope and key concepts of international marketing and explain the rationale for your
chosen organisation to market internationally
Scope of international marketing
So in accordance to the existing condition of the commercial businesses as well as the market in
which the organization are functioning are basically highly developed with the support of latest
technology and modern tools as well as this is also becoming more changing and dynamic in its
nature. In addition to wait relying on to the existing position as well as the scope of the global
market area that is basically extremely wide and you too because of globalization. Moreover to
this modernization as well as globalization are the idea which are basically implemented by the
commercial businesses in order to expand their operations of the business effectively and
efficiently (Roggeveen, and Beitelspacher, 2019). Furthermore because of the evaluation of the
existing culture as well as existing trend the respective organization is also more capable to
enhance its revenue making which will lead to the enhanced profit income because of the reason
of maintaining the suitable bond with the consumers for the long period of time by the
organization.
 Export – This refers to the organization which are selling their goods as well as services
to the global level as well as to their franchises in the international market area. This
provide assistance to the company in order to increase the brand recognition around the
world which will lead to enhanced consumer base of the organization.
 Import – It is one of the most crucial technique that is actually implemented by the
commercial businesses in the global market area as it refers to the products which are

basically imported by the company from the different nation in the global market. After
that the organization is basically focused in selling the imported product to the Specific
consumer base in the specific market area of the number.
Key concepts
The primary driving force and goal of this organization is to maximize revenue, efficiency, and
company size. Airdri's management is necessary to grow the company, and as a result, they are
able to provide consumers around the world innovative, high quality items.
Consumers fundamental demands and expectations are then appropriately met in this method.
Developing better connections and relationships with all client segments and maintaining their
strong position in the market at a worldwide level for so long are the key driving forces while
behind operation of this firm (Agarwal, and Wu, 2018). There are several specific reasons why
Airdri conducts commercial operations in a global way as well and these are mentioned below.
 The management of Airdri has the opportunity to sell goods in accordance with consumer
demands around the world because they sell their products and services globally. This
kind of relation can create a solid agreement and relationship to evaluate future efficiency
development.
 The organization's ability to successfully establish solid political connections with
customers is yet another factor in their ability to operate abroad. Management must take
into account a variety of legal requirements from all nations because their business is now
conducted internationally. It results in a reduction of potential liability in business on a
broad scale.
Describe the various routes to international market which your chosen organization can adopt
and which route the company should adopt and why?
There are various ways that a specific activity might be pursued in the context of global business
operations (Florido-Benítez, 2021)
Direct route – In this sort of route, the company signed a direct arrangement with an
independent third party in the global market, which led to the decision to facilitate the
distribution of goods and offerings as well as to be managed to them. Along these grounds, the
particular management structure may make use of a number of methods, including agents,
displays, site conveyances, and so forth. These channels help companies to provide clients with
their goods and services on time. Additionally, it helps the business keep long-lasting,

consistently favourable relationships with the consumer. The company can achieve its profit
margin and reputation in the market or among customers in this way.
Indirect route – This path is characterised as those agreements or channels when a business
enters into a transaction with an external. All duties and authority are delegated to them under
such form of arrangement, which has a favourable effect on the performance of companies.
There are some ways that Airdri may take into account (Kowalik, and Danik, 2018). They are
described as being below:
 Alliance partners – This kind of strategy gathers a variety of data and resources while
being smaller in scale. This kind of technique can also give specific organisations
recommendations about how to conduct their business activities. Organizations can easily
maintain their reputation and efficiency in the market for a longer period with the support
of appropriate direction and supervision. In this case, Airdri's board was able to
realistically expand their product offering while they kept a firm grip on their market
using partnership partner's techniques. As a result, customers preferences and desires are
immediately met. It very well may occasionally have an impact on the company in the
context of improper communication, poor asset distribution, and loss of control over
important concerns.
 Channel partners – This is a specific kind of strategy that the company employs to
boost demand for a product to the highest possible level. Utilizing feedback and past
consumers behaviour, businesses use this approach to assess the efficacy of their goods
and services. In relation to Airdri, management should make use of such a variety of tools
for training, promoting, and growing the company's business. Organizations are able to
send their items to customers quickly due to the efficient usage of this technology. Loss
of communication management and loss of item importance might also be terrible for it,
in addition to this disaster in purchasing.
There are many international markets that an organisation can enter, so evaluate the key criteria
and selection process that the company should use when considering which international
market to enter besides evaluating the opportunities and challenges
The board of Airdri Ltd is concentrating on growing their operations as well as offerings in
Germany and some other nations on a worldwide scale. There are many different kinds of
businesses that operate globally and do business in other countries (Nes, 2018). The success of

their services and products are successfully maintained in the thoughts of consumers due to their
innovative utilisation of numerous technologies. Additionally, it contributes in maximising a
company's income. Germany is a suitable nation for corporate internationalization on a big scale.
In terms of creating and marketing their goods, this corporation has a variety of chances in
Germany, some of which are included below (Oyewole, 2018).
 Use of skilled workforce: Germany is considered as having the one of the strongest as
well as developed infrastructure in the aspect of academic as well as vocational element.
In addition to it this will allow the young people of the nation he is ordered to adapt
several different capabilities which will assist them in developing and shaping their future
as well as career success more efficiently and effectively. Moreover to this the specific
technical way in order to consistently adapt has a very crucial involvement into the study
accessibility of the experienced as well as talented workforce in the nation.
 Germany is known to be one of the biggest As well as largest country of innovation in the
several different sectors and industries but in relation to the respective nation their
environment and atmosphere is known to be conducive to several of the new
transformation.
This path is characterised as those agreements or channels when a business enters into a
transaction with an external. All duties and authority are delegated to them under such form of
arrangement, which has a favourable effect on the performance of companies. There are some
ways that Airdri may take into account. They are described as being below:
Challenges in Germany for manufacturing company
Germany has maintained a good and steady level of production and efficiency in three important
areas. One is how much the manufacturing sector contributes to the overall economy. Germany
has an increasing production share of GDP than nearly every other European nation. Germany
devotes much of its resources to manufacturing than South Korea, China, or any other major
economic growing country (Javalgi, and Russell, 2018).
 Formal corporate culture: Businesses in the Germany maybe not much conventional in
comparison to the other countries because of its efficiency as well as effectiveness.

Business in the Germany majorly favors the levels of hierarchical that basically assist in
contributing to the uniformity of the commercial business.
 Work-life balance: If it is compared to the conventional work week of 40 hours then the
average working weeks of the Germany are basically bit shorter than of others. In
addition to it the amount of working hours employee of the Germany functions in a daily
or the weekly manner which is basically regulated and shows the theme on the practices
of the family and friends.
 Demand for quality: The people of the Germany are basically proud of their
manufacturing top quality products at the effective and efficient level as they also
function with higher accuracy that basically assist them in leading the blunt less in
according to provide assistance in demands as well as communication of the people.
Define and explain what a market entry strategy is, using examples of the different strategies that
are available to an organisation, and include the advantages and disadvantages of each
Market entrance plans is a one type of road map for organizations regarding their overall
development and productivity. Companies always choose the right methods depending on their
objectives and intended audience because there are different ways for selling their product
internationally. Effective evaluation of market entrance strategies and the variations between
them will assist in choosing whichever approach is best for their business.
Direct exporting: This refers to Distributing the coordination entails starting with their resources
and going straight to the business place of their selection. Numerous businesses enter a
connection with the distributors when one of the referring programmes is developed in order to
expand their business with their commercial platform. Companies and distributors support their
candidates by actively participating in the community around the business. Additionally, they are
the company's standard provider, thus they choose brokers and retailers in a similar manner as
when hiring someone to do a large project (Baack, Czarnecka, and Baack, 2018)
Advantages-
● One of the main advantages of distributing products is that the manufacturer has an
organised relationship with consumers and retailers there at side of the supply chain. As a
direct consequence, the manufacturer is in a better position to assess the wants and needs
of every one of their customers and can adjust their products to meet changing market
demands.

● Examining directly highlights a benefit of granting more knowledge about the products
made available to consumers in some other country. The exporter's unique competitive
situations in the global market may also have an impact on the deal's terms.
Disadvantages-
● Direct trade or exporting entails significant financial increases in spending for the
company. Until until and unless the income starts to increase, it demands a larger initial
investment. This has the effect of making exporting business simple and making it
difficult to secure sufficient funding. Large-scale companies will benefit immensely from
this strategy.
● Threats to the coordination of direct export include lending, borrowing, money
collections, items that are denied, and counting afterward. The manufacturer is primarily
aware of these predetermined harmful results.
Licensing- It is known to be the thought to be a more complex case whenever one company
licences the right to use a good or service in connection with the subsequent advantages that have
been established (Cateora, Meyer, Gilly, and Graham, 2020). If the licence buyer already holds a
significant market share and wants to expand, it is a particularly effective and useful strategy.
Advantages
● If the person attempting the buy in does have the right relationship aligned, licencing can
be a high speed technique that enables coming to market extremely fast.
● Authorization may be a low-risk business in terms of overall assets and wealth
development; typically, the licence should cover the majority of the equipment.
Technically speaking, the interpretation might be a difficult topic, and authorising isn't
the most fundamental.
Disadvantages-
● Losing control over the license conditions may be the biggest drawback for a business,
according to optimal practices. Since any product evaluating the problems on the licensee
end will have an impact on the licensor side, licencing a recognized marketed item is very
important.
● Dependence on a foreign partner has its own unique set of risks for the advancement of
the firm. Authorizing is a potentially life changing financial market venture, therefore
choosing the appropriate firm to work with demands careful consideration.

Joint venture- By establishing the affiliations with other companies that must provide their
approach globally, very few offices try to reduce the likelihood of entering other countries to
market (Asseraf, and Shoham, 2019). Compared to other businesses, joint ventures can pay out
larger salary as they have great work growths, and private workplaces rather than of a merger
which is two scale.
Advantages -
● One of the main advantages of this is that it offers the commercial businesses a
possibility and chance in order to develop as well as grow their abilities, understanding
and knowledge as well.
● Offering suitable access to several different assets as well as tumour different resources
of the organization which are basically specialized experienced of the latest automation
and technology as well as other different tools and equipments that are of use of the
organization.
Disadvantages -
● This is basically convincible that shape specific commercial business or the joint venture
that will give the outcome in more complex charges of the financial condition of the
company.
● A joint venture is known to be very complex as well as more expensive if it is compared
to shaping coalition.
Airdri Ltd, adopts a joint business marketing and promoting strategy when planning to reach
various international marketplaces since they want to operate with the organization in a small to
medium-sized business. Making the third transaction with an organisation is typically a preferred
method of advertising entry, particularly in the range of emerging markets. A joint venture
enables a corporation to identify the merits of the workplace, local expertise, and joint company's
reputation (Asseraf, Lages, and Shoham, 2018). The partnership and the crucial unions gained
popularity in the later period. By entering the global market, they gave businesses the ability to
combine their risks and resources. Profits can be distributed, but they also provide the company a
level of flexibility that is not possible with coordinating contributions. Many of the important
factors to consider in a joint venture will be involvd by factors like legislation, management,
price, length of understanding, information sharing, trade competences, trade account, and laws.
Disagreement over unfair assumption raises questions.

CONCLUSION
According to the above mentioned report, it has been determined that international
promotion will continue to be crucial for businesses operations effectively. As this develops
within the planning processes of marketing across the marketplaces, it shapes the production and
also the capabilities of marketing on the international scales. Additionally, the combination of
corporations, inclusion in the firm's goods or advantage matches on the users global
requirements, and waiting for an opportunity to include a firm's competitiveness to market those
certain things into the untapped or existing business area are assured to be the most universal
marketing strategies..

REFERENCES
Books and Journal
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