International Marketing Analysis Assesment

Running head: INTERNATIONAL MARKETING ANALYSIS
INTERNATIONAL MARKETING ANALYSIS
Name of the Student
Name of the University
Author Note

INTERNATIONAL MARKETING ANALYSIS1
Table of Contents
An introduction to the organization.................................................................................................2
Assess the scope and key concepts of international marketing.......................................................2
Explain the rationale for an organization to want to market internationally...................................2
Describe the various routes to market an organization can adopt and which route the company
should adopt and the reasons behind this........................................................................................3
Evaluation of the key criteria and selection process that the company should use when
considering which international market to enter.............................................................................3
Identification of the opportunities and challenges that an organization faces when its aims to
market its products/services internationally....................................................................................4
Define and explain what a market entry strategy is, using examples of the different strategies that
are available to an organization, and include the advantages and disadvantages of each...............5
Conclusion.......................................................................................................................................6
References........................................................................................................................................7

INTERNATIONAL MARKETING ANALYSIS2
An introduction to the organization
Hong Kong Television Network Limited is mainly a Hong Kong based e-commerce
organization that had planned to become a television based station. HKTV aims at providing
over-the-top entertainment and shopping based platform that is mainly known as the HKTV
mall. In the year 2009 HKTV Mall had applied for the domestic free-to-air television program
service license that was rejected by the government of Hong Kong in the year 2013. HKTV had
later acquired the mobile TV based license and had planned to launch its first two channels.
However, the organization was not successful in gaining success in this plan as well
(Hktvmall.com, 2020).
The report will be based on the scope and the key concepts that are related to global
marketing based aspects of the selected organization. The rationale behind choice of the
organization and its marketing based activities will also be discussed in the report in detail. The
selection process that is implemented by the organization in order to enhance its operations in
different countries will be analyzed in the report as well. The opportunities and challenges that
can be faced by the organization with respect to international operations will be a major part of
the report. The market entry strategy implemented by HKTV Mall in order to start its processes
in a different country will be discussed in the report as well.
Assess the scope and key concepts of international marketing
International marketing can be defined as the business activities that can be designed by
an organization for the purpose of planning, pricing, promoting the flow of services and goods to
the users or consumers in more than one country for the purpose of gaining profits. The scope of
international marketing is based the diversity and complexity of marketing based operations in
different countries of the world. The range of activities that are performed as a part of the
international marketing operations mainly include the process of licensing, exporting, joint
ventures, management contracts and the wholly owned acquisitions. The success of a product in
the domestic market cannot guarantee its success in the global operations when the product is
exported to the other countries. In the domestic market and the overseas market, the marketers
need to establish the local needs and demands in an effective manner (Adekola and Sergi 2016).
Some of the products that are a part of the organization have a major universal appeal and
little changes can be implemented before they are offered to the consumers. International
marketing is considered to be a planned activity that is able to form an important part of the
strategic plans and the marketing plan that is formed by the organization. The transactions which
are a part of international marketing activities are performed across the international borders.
Different stages that have an impact on the levels of international marketing involvement include
no direct foreign marketing, infrequent foreign marketing, regular foreign marketing,
international marketing and global marketing. International marketing concepts that are taken
into consideration by the organizations in order to enhance their operations in different parts the
world include domestic market extension concept, multi-domestic market concept and global
marketing concept
(Adeola, Boso and Adeniji 2018).