International Marketing Strategies and Decision-Making

This assignment focuses on international marketing strategies and decision-making structures among exporting firms. It includes a list of relevant literature and sources on the topic, including journals, books, and online resources. The assignment requires careful analysis and review of the provided materials to identify key concepts and themes related to international marketing.

International
Marketing

TABLE OF CONTENTS
Table of Contents.............................................................................................................................1
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P.1 Scope and key concepts of international marketing.........................................................1
M1 Opportunities and challenges marketing internationally present.....................................2
P.2 Various routes to market an organization could select....................................................3
TASK 2............................................................................................................................................4
P3 Key criteria and selection process to use when considering which international market to
enter........................................................................................................................................4
P4 Different market entry strategies, including the advantages and disadvantages of each. .5
M2 Market evaluation criteria and entry strategies and make recommendations..................6
D1 critical evaluation of the international market context, including organisational strategies
................................................................................................................................................6
TASK 3............................................................................................................................................7
P5 Present an overview of the key arguments in the global versus local debate...................7
P6 Investigate how the product, price, pricing and promotional distribution approach.........8
M3 Adaptation of global and local approach with implications............................................9
M4 Determine and articulate in detail how to adapt the marketing mix................................9
D2 Critical evaluation of how the marketing mix is applied to a international marketing mix
................................................................................................................................................9
TASK 4............................................................................................................................................9
P7 Explain and analyse the various international marketing approaches your client
organisation can adapt............................................................................................................9
P8 Compare home and international orientation and ways to assess competitors with its
implications..........................................................................................................................11
M5 Various marketing approaches and competitor analysis with recommendations..........11
D3 Make recommendations how an organisation show structure at vast level....................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
International marketing is the procedures and techniques through which company can
easily sell and promote various products in the market (Ringle, Sarstedt and Straub, 2012).
Through this they can easily expand and diversify the business. Hence they can earn more
revenues and thus they can easily enhance the market share. When firm expand at a bigger and
huge level they can also maintain good reputation in the market and as well as in minds of all
users. Project describes about the Croud Inc limited who want I expand their operations on a
large scale. It further explain about the the different methods and the business strategies in the
international markets. It further describes about the evaluation of the entry of international
markets and the key factors which can affect success factors. There is also the investigation of
marketing plan which can be adapted or standardized in the international markets and the
evaluation of different international marketing approaches that client organization can adopt.
TASK 1
P.1 Scope and key concepts of international marketing
International marketing are the business in which company wants to establish itself and
wants to expand itself. Thus they had to increases the efficiency and effectiveness level so that
they can maintain unique position in the market. Marketing helps in deliver of goods and
services according to needs and demand of user. When small organization have to expand their
business operations on large scale. Thus they have to affect effective and efficient strategies and
operations so that they can earn more revenues and they can easily enhance the market share.
Through this they can easily deliver the products and services to all user.
Croud is the marketing agency which delivers various services to their customers such as social
advertising, content marketing, analytical and SEO. Business try to perform innovation in their
products and services. Hence as a result they can easily maintain good position in market. Hence
manager can put more emphasis on the different and diversified activities so that they can
maintain good position in the market. They have to guide and motivate the employees so that
they can maintain unique position in the market. They are top deliver good and superior quality
of products to many customers. Hence they can meet all demand and requirements and thus they
can earn more revenues. Company can expand their activities and tasks in USA (Terpstra, Foley
and Sarathy, 2012).Due to this they have to take care of different abbreviations which are related
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with IM. So hence there various points which company can easily consider at international level.
So points considered by Croud are:
Import: In this company can take goods from other countries so that they can easily accomplish
their goals (Turnbull and Paliwoda, 2012). Croud is marketing agency which helps in
purchasing this hardware system and they can get this software at cheaper rates. So hence as a
result they can easily get it a lower costs. Hence they can easily accomplish their targets. It is one
of the largest and retail company which s operating in the country.
 Export: Management of the company can perform all the operations and strategies so that
they can perform well. Thus company can easily expand their operations and task in USA
and thus they can easily export their services to different services (Chung, Wang and
Huang, 2012).
 Joint ventures: This is the company in which there are combination of two or more
associations. Thus as a result they can easily maintain good and unique position in the
market. Croud can perform Joint venture with a US marketing agency. Thus they can
easily expand their operations (Czinkota and Ronkainen, 2013).
There are various points and methods through which company can easily target their operations
at a larger scale. Thus they can easily expand their activities and task in a better and effective
manner.
There are different concepts of international marketing. It includes:
Production concept: In this concept it basically focuses on production. It emphasis on the
low price and mass scale of production. Plans and policies are created so that Croud can increase
the production.
Product: In this seller only focus on product and its features. They do not emphasis on
needs an wants of all consumers. So hence they do not focus satisfaction of all user.
Selling:They focus on selling the product to various customers. Hence they do not want
that consumer come again to buy product. Hence they are targeted to new customers.
Marketing: In this seller identifies the needs and requirements of all consumers and then
creates product. It delivers product according to user needs.
Societal concept: In this seller delivers products according to their choice and preferences
and at same time it considers interest of society also. Thus it fulfils both interests that is of
consumers and of society.
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M1 Opportunities and challenges marketing internationally present
The company has to find out about the opportunities and challenges that they are
going to face as they start operating internationally (Wilson, and et. al., 2012). The company’s
manager has the job of understanding these problems properly and get the work done effectively
accordingly. Given below are some challenges and opportunities that are usually faced by
companies:
Opportunities Challenges
In a developed country like USA there are a lot
of developed brands. Croud could target these
companies and can become a leading media
marketing company
Change of foreign rules and regulations is a big
challenge for a firm as they get modified with
every business section.
USA has favourable climate for working where
making profit becomes easy.
Currency rates also become a major problem
for the company working internationally as
they get modified according to the economic
condition of a country.
The risk taking capacity of the company
becomes high and they can deal at any market
area
Another major problem is political risk as
government in some areas is not very
supportive
For Cloud, Societal concept can be selected. It selects this concept then it can fulfil needs
and wants of all users as well as it can fulfil interest of all people living in society. Through this
it can fulfil both interests and thus it can maintain good and unique position in minds of all
customers and in society. It do not select other concept as they do not fulfil user's needs
(Cadogan, 2012).
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P.2 Various routes to market an organization could select
Business is a combination of different and diversified activities and tasks in an belter and
effective manner (Yang and Fam, 2012).Thus as a result they can easily accomplish their
objectives and targets. Through this they can easily earn more revenues. Croud has a knowledge
of different factors and they have knowledge of different factors and they have certain reasons
through which customers are attracted and they can become a global marketing agency.
 Domestic market is a small company where they cannot increase their sales. Croud is the
largest company who want that it can attract number of different customers from various
countries. Through this they can easily expand their operations and activities on a larger
scale. Through this they have to create strategies so that they can easily expand their
operations.
 Due to limited scale and scope of operations domestic market cannot grow faster as
compared to international markets. Hence this is the growth of management of Croud
company.
 Cloud is a marketing agency which can easily advertise for different associations.
Hence as a result they can advertise their operations at a larger scale.
So keeping in mind these reasons to get into the market world, certain ways that enable them to
market internationally must be adopted by the management. This section is important as it
support business that leads to the growth and expansion of the organization. The organization has
to find proper ways so they can provide their services efficiently to their clients to maximize
sales and profit (Zhou, Wu and Barnes, 2012). The different ways to deal at international market
are as follows:
Strategic alliance: It is also knows as joint venture consideration in which two different business
start working together with each other but in this case one is a big company while another one
works in small considerations with the goal of expanding its business and profit (Paliwoda and
Thomas, 2013)
 Email marketing: Online marketing media is another important aspect. This is done from
the place where the company is operating in all the countries. This approach is important
in terms of maximizing the profit as well as expanding the operations with some
investment.
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From the above two approaches, online platform is more suitable for Croud as the company
is also able to deal with clients in different countries too. This enables the company to earn
more profit using little more investment and as a result they do not need to make allies with
some other big firm of USA.
There are various reasons which help firm to internalize their operation's in various
countries are:
Increase their sales: Cloud has to internationalize their operations so that they can
increase their sales in less time and they can enhance their profits.
Enter in new markets: They want to internalize their operation's as they have to enter
into the new markets. Thus they can attract many new users in less time.
Create Jobs: As they expand their operation's they also want more people to work in
their company. Hence they can hire new employees and generate more jobs in economy.
Enlarging consumer base: In this company can targeted to more customers. Thus it can
increase the customers by expanding their operations in many countries.
TASK 2
P3 Key criteria and selection process to use when considering which international market to
enter
For business to expand and enter a new market, identification of the best suited market area
where management wants to expand its operations is needed. For international market evaluation
the process requires a lot of considerations and analysis. Therefore the firm has to take account
of market considerations properly and start doing business in that area. It becomes essential for
Croud to organize appropriate market study so as to make business compete at all other working
options (MARKET ENTRY STRATEGIES, 2018). The international market entry process is based
on following things:
Country identification: The management has the job to analyse and underpin the market area
where the expansion of business will take place. A general overview of market need to be
determined so that work could be completed efficiently. For this the under developed,
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developing, and developed economies need to be distinguished. From these Croud selected
developed economy which is USA so that chances of success get maximized (Malhotra, 2011)
Preliminary screening: Screening of economies is done and ranks, number and weight to all the
countries is given. For this, stability, exchange rate and other essential factors of macro
environment need to be included. USA is evaluated as the best economy in terms of business
where many more have achieved success (Meissner, 2012)
 In depth screening: In this stage, in depth screening is done where all the sections micro
or macro are studied properly. It also includes evaluation of local condition and climate
change which is important to select country which could give better results.
 Final selection: This is the fourth stage in which the country which has good interference
and goal for working is selected. Thus the best country to start performing operations is
derived.
 Direct experience: In the last stage all the people organize a personal experience.
Managers travel to these countries or regions and analyse all sections themselves and
then start operating at those locations.
All the above aspects should be adopted by Croud when they start working in USA. This will
help in selecting the most suitable region that gives most profit.
Key criteria to enter into market are:
Geographical factors: When internationalizing the operations in many countries. Cloud
has to evaluate the climate and land. If there is suitable climate then only it can expand theuyr
operations.
Labour and raw materials: Cloud has to monitor that labours can be available at cheaper
rate and good quality of raw material can be available so that firm can easily expand their
activities.
Growth and profits criteria: In the company evaluate that there can be prospective
customers in international countries as then only they can increase their sakes. Thus they can
easily enhance their profits.
Transportation: Proper transportation is requires do that products can be delivered item to
various customers. This helps in increasing satisfaction level of all users.
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P4 Different market entry strategies, including the advantages and disadvantages of each
These strategies include all kinds of techniques that helps the business to improve and
introduce them in the market. Market entry strategies are pre-planned methods that make
business able to deliver its services to the target market (Papadopoulos and Heslop, 2014). All
kinds of market strategy need to be evaluated by the managers with its pros and cons
(Advantages and disadvantages of buying a business, 2018). Given below are different
considerations which the Croud needs look for before starting their operations in a region:
Basis Advantages Disadvantages
Direct exporting: In this
process the company
operates directly from a
place to another without
opening up any office. This
is achieved through online
medium (Malhotra, 2011).
Since there is no middlemen
in this process, chances of
greater profit increases. There
are less expenses therefore
profit increases too
(Papadopoulos and Heslop,
2014).
Direct exporting is not
possible for a small company
and reaching clients become
difficult as well. A lot of
effort is also required to
make base of users (Turnbull
and Paliwoda, 2012).
Joint Venture: It takes place
when two companies join
hands and start working
together. Joint Venture
distributes the profit equally
among all individuals
(Meissner, 2012).
An advantage of joint venture
is that all the resources are
utilized properly and
appropriate outcome is
achieved. Risk involved also
gets divided among all the
individuals involved (Ringle,
Sarstedt and Straub, 2012).
It restricts management to
operate freely as things
cannot be communicated
properly. Clash of culture is
also a major drawback as two
or more business start
operating together (Wilson,
and et. al. 2012).
Buying a company: It is a
major marketing entry
strategy to buy a local
market company for efficient
working. Certain
organizations are targeted for
this (Paliwoda and Thomas
2013).
This helps in creating better
plans and procedure and work
is done more efficiently.
Buying another company also
means taking over all major
aspects of that firm which
involves its funds as well.
(Terpstra, Foley and Sarathy,
The local company bought
may not be as efficient
having low staff and morale
that may affect the overall
working as well.
A lot of money will be
required which may get
difficult and have its impact
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2012) on the undergoing processes
in the organization(Yang, Su
and Fam, 2012).
For Croud Inc. joint venture is the most suitable market entry strategy that will help them to
establish themselves into the market. It also means that the risk involved in the start-up is shared
among others that will provide some time to think creatively and improve upon their project.
M2 Market evaluation criteria and entry strategies and make recommendations
For selecting locations that have higher productivity and generate more profits the
company needs market evaluation criteria. There are a number of market entry strategies like
direct exporting, buying a company, joint venture etc. that enables a company to establish
themselves in the market. It brings with it various advantages and disadvantages. These
strategies help the firm to bring out new innovation in a certain time limit. These strategies are
recommended for a firm to enter market and achieve its goals and generate higher revenues. This
will ensure that company stays in the market for long period of time.
D1 critical evaluation of the international market context, including organisational strategies
According to international marketing is a way to expand business at large level. Marketing
concept is used for assisting in delivery of goods and services to users in the most efficient
manner . These strategies are necessary to earn high profit and revenues and it supports the firm
in handling all challenges effectively and stay competitive.
TASK 3
P5 Present an overview of the key arguments in the global versus local debate
Every organisation has their own presence and nature of working that need to be properly
understand by all business manager properly and adequately (Akaka , Vargo and Lusch ,2013).
Further, understanding proper support in order to increase working and profitability which leads
to better assessment and achievement of objectives effectively. Therefore, management need to
analyse or evaluate their presence at both global and local level that help in better understanding
of market and at global level dealing or engaging with the business is not easy task but the
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profitability tend to rise according to the external market conditions. Their is major difference
between both the terms that need to be understand and observe properly are stated below:-
Global presence Local presence
When the business is expanding at global level
then in such circumstances various number of
opportunities has been derived because of
getting large customers base and the chances of
expanding branches at various places.
In case of local presence there is no more
market opportunities as compare to global
presence but under this choices of customers
are not alter rapidly but there is always the
chances of stability is high. Further, the market
is not target audience but due to less
competition there is always chances of longer
sustainability and higher market share.
In dynamic global market changes are coming
at rapid fast speed due to recent new trends and
various variety of clients get underpin which
help in managing innovation and digitalisation
in respect of their goods and services according
to the trends of recent customers.
Lesser concentration on current trends and
need of target audiences which they required to
understood properly and there is also chances
of maintaining better customer relationship
because of same dignity and recognition.
Scope of generating profit is more where
capacity or purchasing power of individual is
more and this will help in getting better
outcomes which lead to the appropriate
facilitation of things.
Organisation is not able for generating more
profits and sales as well. Further for managing
better goodwill and brand equity is more easy
as compare to global market. Therefore, every
individual must treat and deals with proper
dignity and better respect.
Company can easily diversify their ranges of
products and services that will helpful in
targets which has been set easily accomplished.
Under this case company can easily diversify
their product range because of less investment
and funding is require and that facilitates
varieties of option to customers.
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From the above report it has been clearly defined that Croud Inc. has wide options in
order to expand their operations at various places both at local and global level. Further they also
get the chances to increase their business activities at different countries that help them in
providing better returns and bring positivity in the attitude and behaviour of employees through
which organisation maintain standard quality of goods services and enhance profitability also.
P6 Investigate how the product, price, pricing and promotional distribution approach
In international level each and every factor and element must be consider in order to run
the business operation in better and effective manner without any error and confusion. Further, it
is utmost duty of manager to organise such programmes and procedure that will help in
conducting the whole working procedures among internal employees properly (Berthon and et.
al., 2012). Therefore, manager of Croud Inc. require to determine product, pricing and
promotional approach variation at international level which lead to better and effective working
procedure can easily be obtained. The terminology is also describe in following manner which
stated below:- Product:- At international level, they have to deal in particular products which does not
help in providing better results but it is very essential to start their underpin in respect of
various goods and services. Further this will help in attracting more customers so that
better and effective working consideration get easily asses. Croud Inc. engaged in service
of media marketing which help in promoting the business of their clients. Therefore, if
they are going to establish their market place at international level then in such case they
might targeted to unrelated diversification process for further growth and development.
 Pricing:- This factor is consider as most important element in which various strategies
has been made in order to fix the price of product. Before fixing the final price they need
to research regarding all the market conditions in relation to fixing all prices of product
and services. Penetration pricing policy is adopted by every small firm in order to enter
into the world of competitive market as well and apart from it, Croud Inc. is also adopting
various tools and techniques so that they get the better and suitable profit that help in
evaluating proper considerations.
These concepts require to understand by manager in appropriate manner which help in reflecting
and supporting an organisation in order to make them differ from others and this will help in
contributing best growth which lead to accomplishment of objectives in appropriate manner.
M3 Adaptation of global and local approach with implications
It is essential for every manager to carefully evaluate both the local and national
presence. Further if company is operating its business at local level under this case less
opportunities are available for association in market place in which supply of goods and services
10

are limited. But if they are planning to establish at global level then various opportunities are
available in order to expand their market at various countries which help in increasing profit also.
M4 Determine and articulate in detail how to adapt the marketing mix
Marketing mix is used by various company when they expand their market
internationally on the basis of which they accomplish their mission, objectives and also able to
beat all the challenges of rivalry. It is necessary for business to administer the use of marketing
mix and on the basis of which pricing strategies has been adopted according to competitors price
and policies that increase the profit and sales of business.
D2 Critical evaluation of how the marketing mix is applied to a international marketing mix
According to Ringle, Sarstedt and Straub, 2012 application using in marketing mix are
beneficial for particular organisation in terms of earning profits and that will also facilitates
growth and development of business. Under this marketer will promote their products and
services internationally and aware millions of customers regarding the innovation features they
are brought in up in respect of their goods and services that will provide competitive edge over
competitors (Cadogan ,2012).
TASK 4
P7 Explain and analyse the various international marketing approaches your client organisation
can adapt
Under this present scenario the famous two marketing approaches used by Croud Inc.
limited that provide better results by using various concepts and theories under it. Following are
approaches are described below:-
Traditional marketing approach:-
This type of assumption used by company from many times. This mechanism is also
known as tried and tested approach of commerce. Under this approach client can easily use this
approach in order to get the best results which are already proven and give higher rate of success.
Croud Inc. Limited can provide best strategy through which they get the positive results in
specified time period. Apart from it, there are different number of various promotional tools that
can be used by clients in order to increase their sales in respect of product and services at
international level and the modes which were using under it are advertising, newspaper,
billboards and various social media tools and techniques which has been by companies in order
11

to promote their products and services through advertising, television media, magazines and
other radio spot advertising (Cavusgil and Cavusgil ,2012).
This traditional approach of marketing is used by Croud Inc. at the starting point when
company has limited funds and capital and in such case they promoting their products and
services through advertising, roadshows and exhibition through which they marketed their
services internationally. It require less research and cost effective.
Advantages and disadvantages are given below:-
This approach is beneficial and highly effective in terms of providing high level of success and
profitability. Further, this approach is disadvantageous because of rapid changes are come in
terms of technology innovation and modification in terms of changing perception of customers
because of which they incurs higher cost that will lead to reduction in profits that also affect the
goals and objectives of business.
Modern marketing approach:-
In modern world different people from all around the world are using various types of
technology on regular basis. Various social media and internet are using various tools and
techniques that has been used by companies in different previous years. Further, it become vital
for firms to promote their products and services in different social media sites through which
they can showcase their products and service through online sites and aware their customers
regarding all the products and services they are currently dealing. Further this approach is cost
effective and require less investment in order to enhance their sales and profitability. Croud Inc.
Limited must use this approach in order to highlight their products and services internationally
through social sites like Facebook, Instagram and YouTube channels through which customers
can select the ranges of product with different design and satisfy their needs.
Advantages and disadvantages of modern marketing approaches:-
The most important advantage of this approach is that it is cost effective and require less
investment through which they can easily expand their market internationally. Further there is no
need of mediator who sponsor their products but through collaborating with various association
and avail the benefit of higher sales. But this mode is not workable at the time when there is
large fluctuation in the market place and it is difficult to beat all the challenges of external
market.
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As compare to traditional approach this method of marketing is used by organisation in order to
expand their business at international level because under this marketer of Croud Inc. required
different methods and mechanism like internet marketing, social media and through different
alliances in various countries allow them to aware costumers at international level regarding all
new features and varieties they are providing in respect of different commodities.
Further organisation for effective marketing make modification in their product segment on the
basis of taste, culture and likeness of people belonging to different countries which leads to
effective sales and profitability.
P8 Compare home and international orientation and ways to assess competitors with its
implications
It has been observed that when association look forward in order to increase the sales of
business at national and international level and for that it is mandatory for organisation to
conduct proper research in the market place that help in knowing all the strategies of rivalry
through which they can increase the sales and efficiency of products and services(Chung , Lu
Wang and Huang ,2011). For example Croud Inc. Limited company is trying to expand their
business at Australia but it is challenging for business to understand country culture and its
background because taking an action which are detrimental to the interest of customer so analyse
all the riskier factors on the basis of which policies and strategies of business has been
implemented properly. Apart from it marketing approaches has been used by marketer in order to
grab higher attention of consumers.
Their are different types of challenges that Croud Inc. has to faced at the time when they making
changes in organisation structure in home country and also at the time when they are planning to
expand their products varieties and portfolio segment at international level. First of all company
cannot advertise or marketing in such a way that will detrimental to the emotions of customers
related to that particular country. Apart from it proper research must be conducted by marketer in
which company need to collect all the primary and secondary data that help them to evaluate
rational alternatives and leads to effective decision making but it is not compulsory research
proof to be successful because investigator has to face many challenges like attitude and
behaviour of respondent and also at the time effective strategies and tactics used by rivalry
influenced more to customers which affect their market value.
13

In UK most of the people are using various traditional approach because of getting higher
success in business but in case of Australia all the business association are using new and
innovative modern approaches that influences large number of customers.
Apart from it, traditional approaches can be used by used by clients if they are not getting
results of investigation that has been done by them. Rivalry can used their different marketing
strategies in order to enhance their sales and market. Therefore, it is essential to conduct regular
research that help the firm in order to accomplish the goals and objectives of business at both
national and international level.
Traditional approaches like personal interview, billboards, roadshows and different types of
exhibition and events through which company communicate with large international audiences
and aware them regarding all the new changes and modernisation they are going to make in
respect of their products and services which leads to higher sales and profitability.
M5 Various marketing approaches and competitor analysis with recommendations
In today dynamic world there are various approaches which has used by association at
both national and international level and apart from it, it is essential for organisation to analyse
and observe all the action plans taken by rivalry on the basis of which they can take the
advantage of modern approach like marketing automation software, web platform and various
modes through which they improve their brand image and goodwill of business.
External environment has been growing and changing with rapid fast speed so in order to retain
in competitive market for longer period organisation require to incurs more expenditure on
research development so they invent and develop some creative, innovative and digitalise
changes which allow them to attract large audience and gain competitive advantages over
competitors.
D3 Make recommendations how an organisation show structure at vast level
Different innovative modes and mechanism help in promoting goods and services of
business which help in creating the good conditions for all the clients of Croud Inc. Limited and
multiple diversification has been made in order to reduce all the conditions which are complex
and difficult to handle hard situations. Apart from it company must focus on CSR activities in
which funds are used for social welfare and enhance the goodwill and brand image at
international level.
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Some other recommendation has been suggested in order to increase the structure of organisation
which stated below:-
 Croud Inc. must plan to merged or alliances with different international companies which
strengthen their product segment and easily be acceptable by international audiences
which enhance their organisation structure.
 Further company also focused on marketing their products services through entering into
contract with internet company through which they showcase their products services to
large audiences with different brand that provide vast choices to costumers from which
they choose best which satisfy their needs and wants.
CONCLUSION
It has been concluded from the above assignment that expanding the market at
international level is not easy task but under this company need to formulate various type of
marketing strategies and tactics in order to gain competitive advantages over competitors and for
the purpose of retaining their brand position at international level in order to increase profit and
productivity.
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