International Marketing: Scope, Concepts, and Strategies

International
Marketing

Table of Content
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
P1 Analyse the scope and key concepts of international marketing............................................4
P2 Explain the rationale for it to want to market internationally and describe the various routes
to market the organisation can.....................................................................................................6
M1 Evaluate the opportunities and challenges that marketing internationally presents to your
chosen client organisation............................................................................................................7
TASK 2............................................................................................................................................7
P3 Evaluate the key criteria and selection process to use when considering which international
market to enter.............................................................................................................................7
P4 Explain, using examples, the different market entry strategies, including the advantages
and disadvantages of each...........................................................................................................8
M2 Apply the market evaluation criteria and entry strategies, and make recommendations for
your chosen client organisation. / D1 Produce a critical evaluation of the international market
context, including insight into how your chosen client organisation should adapt their
marketing strategies for various markets...................................................................................10
TASK 3..........................................................................................................................................10
P5 Present an overview of the key arguments in the global versus local debate.......................10
M3 Evaluate the context and circumstances in which your client organization should adopt a
global or local approach, highlighting the implications of doing so.........................................12
P6 Investigate how the product, price, pricing and promotional distribution approach differs in
a variety of international contexts. / M4 Determine and articulate in detail how to adapt the
marketing mix of your client organization in different international markets...........................12
D2 Produce a critical evaluation of how the marketing mix is applied to a range of
international contexts.................................................................................................................13
TASK 4..........................................................................................................................................13

P7 Explain and analyse the various international marketing approaches your client
organisation can adopt...............................................................................................................13
P8 Explain home and international orientation and ways to assess competitors, outlining the
implications of each approach...................................................................................................14
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........................................................................................................................................15
D3 Make recommendations on how organisations should be structured to maximize the
opportunity in an international context......................................................................................15
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................17

INTRODUCTION
International marketing is a process that involves executing all the related principles of
Marketing and effectual practices in International border on larger scale for increasing the
presence of the entity in larger work areas (Bauer and et. al., 2020). The concept of marketing
internationally enables The entity to attain the attention of large number of audiences. The main
purpose of promoting goods and services of the respective Organisation in the international
market is to spread awareness amongst potential buyers present in foreign countries and fulfil
their needs as per their expectation as well as preferences. The present report is constructing for
understanding and gaining through knowledge of international marketing in context of
Sainsbury. It is the second largest supermarket chain in the United Kingdom which was founded
in 1865 by John James Sainsbury. The company only deals in UK's market it and it is
headquartered in London. The assignment will emphasize on the contribution made by marketing
to businesses in international context. Along with it various entry routes will be evaluated in
context of Sainsbury and the most successful option will be suggested. Moreover, the elements
of marketing plan are investigated for seeking an understanding about their adaptation to
International markets. And lastly in the report some international marketing approaches are
discussed which can be adopted by Sainsbury.
TASK 1
P1 Analyse the scope and key concepts of international marketing.
International marketing is a systematic procedure that consists of different practices
institutions and activities which are effective bile performed across the boundaries of home
country and that seek to generate, transmit and exchange offerings that holds considerable value
for the customers and related stakeholder groups of the society.
International marketing can also be determined as execution and implementation of
marketing actions as well as capabilities within global context (Deffner and et. al., 2020).
Another acceleration of international marketing concept is combination of various
practices that pursue to exchange of products and services outside the domestic market with the
aim of satisfying customers preferences and needs present in international borders.
SCOPE OF INTERNATIONAL MARKETING: