International Marketing: Scope, Routes to Market, Criteria for Market Selection, and Market Entry Strategies for Airdri

International Marketing

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
TASK 1............................................................................................................................................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
Critically evaluate how your chosen organisations should adapt their marketing strategies for
various international markets.......................................................................................................8
Conclusion and Recommendations why organisation enter the international market.................9
CONCLUSION................................................................................................................................9
Badges............................................................................................................................................11
REFERENCES..............................................................................................................................14

INTRODUCTION
International marketing is considered as those marketing practices which incurs across the
border. In simple term, this includes the entity in developing one or more marketing decisions
across national boundaries. Moreover, at their much complex, this incorporates in forming
manufacturing as well as marketing facilities overseas and coordinating strategies of marketing
across the markets. Additionally, the main role of international marketing is to assures that
marketing mix for organisation’s products or service matches global requirements of clients and
seeking for the opportunities to utilise a firm’s competitive edge to market other items into new
or existent marketplace. For this report the chosen company is Airdri, which is one of the leading
UK hand dryer manufacturer and suppliers for over 45 years. It was founded in year 1974 and
having headquarters is in Oxford, UK. The topics which are going to be discussed in this report
are differences among local and international market, scope and key concepts of international
marketing. Moreover, several routes to international market and key criteria and selection
process, market entry strategies along with its advantages and disadvantages are explained. Apart
from this, some recommendation are also provided in this report in respect why firm should enter
the international market.
MAIN BODY
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.
Introduction to organisation
Airdri is one of the leading UK hand dryer manufacturer and suppliers for over 45 years. It was
founded in year 1974 and having headquarters is in Oxford, UK. Its core business is always the
hand dryers and its in house engineering expertise has drives them to explore new growth areas.
Since 1980’s, within the brand formula system, they has been at fore front of elevator technology
sector in addition with innovation of its patented elevator door system as well as speech units.
Additionally, during vital advancement into hand drying sector respective organisation identified
there was a gaps within market for higher, reliable, energy efficient and creative designed hand
dryers which would suits all washroom as well as the particular initial imagination sparks is
realised into their ever-developing hand dryer range.
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Definition of international market
As per the view point of Philip Kotler, international marketing is undertaken as the societal and
managerial procedures through that persons as well as team gain what they required and desires
by developing, providing and exchanging items of value with others.
Differences between local and international market
Basis Local market International market
Meaning In this market, the marketing
activities are performed within
the geographical boundaries.
In this market, marketing
practices incurs across the
border.
Government interference In this market, the interference
of government is less.
In this market, the interference
of government is high.
Risk factor In this market, the interference
of government is low.
In this market, the interference
of government is higher.
Assess the scope and key concepts of international marketing and explain the rationale for your
chosen organisation to market internationally.
Scope of international marketing
Currently, markets and business are developed with modern era as well as also becoming much
dynamic. Based upon the current scenario context, international marketing have board scope
because of internationalisation. Additionally, both modernisation and globalisation are taking
place for doing business as well as trends to render with effective interaction and drives towards
maximised the international market scope for organisation like Airdri which are discussed below:
 Export: In this firm sell its items & services to international business and its franchises
after that importing party sell its products into various domestic market areas.
 Import: It is known to be the easy and common method of international marketing.
Herein, item are imported through firm from distinct location of global market than sale
those items to potential purchasers into particular market place.
Key concepts
The vital reasoning and motivation behind this business undertaking is to maintain its business
universally to make advancement, foster business size and acquiring productivity (Morgan, Feng
and Whitler, 2018). The administration of Airdri need to foster its business so it can give its
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