International Marketing: Assignment

International Marketing

Table of Contents
INTRODUCTION...........................................................................................................................4
Explain the rationale for it to want to market internationally and describe the various routes to
market the organisation can..................................................................................................16
Key criteria and selection process to use when considering which international market to
enter......................................................................................................................................16
Explain, using examples, the different market entry strategies, including the advantages and
disadvantages of each...........................................................................................................17
Analyse how 4 P's approach differs in a variety of international contexts...........................18
Compare home and international orientation and ways to assess competitors, outlining the
implications of each approach..............................................................................................20
CONCLUSION..............................................................................................................................21
REFERENCES..............................................................................................................................22

INTRODUCTION
International marketing consist of applying principles of marketing to satisfy wants and
needs not only at national level but also at international level for enlarge business opportunities.
In this process, business activities held for more than one nation or parent country which known
as global marketing. It can be possible with the help of designing marketing mix by analysing
organisation's strategy as well as by identified customer's needs and wants at world wide.
Purpose of report
This report is based on scope and concept of international marketing and rationale to go
in international market. Evaluation criteria while entering into international market and their
strategies with their pros and cons. It also elaborates about key arguments about global and local
market with difference in marketing mix strategy in different markets. The main purpose of the
report to get benefits of international expansion and find out factors that affect at time of expand
business opportunities.
Background of organisation.
This report is based on Subway which is an American privately owned fast food restaurant
franchise that initially sells sandwiches of submarine and salads and become one of most fast
growing franchises in whole world and currently it has approximately 42,000 stores in 100
countries and it not deals in large fast food section. It deals in majorly food chain and focus on
giving delight experience to consumers.
Market position:
Subway segment their market by Country operational program, store operational program
and market operational program. The main market of subway is their sandwiches and consumers
are middle and upper class people. The organisation wants to expand their business in Myanmar.
Executive Summary:
International marketing is based on strategic process that created in home country of an
organisation in order expand their business size in different countries. For this organisation
requires to create strategic planning so that they can create their roots on international
boundaries. Subway wants to expand their business in those countries where they can easily
build direct connection with target customers. For this, they can analyse target market and best
entry option through which firm can get maximum competitive advantages as strategic alliances,
joint venture and so on. All these activities will be classified while firm identify effectiveness of

local and internation business which can be possible through effective debate on such topic. In
this procedure strategic procedure of firm take a place that assist in providing desired results to
firm in effective manner.
Scope of international marketing:
According to Hannah fleishman international marketing focus on providing providing
products and services according to global consumer demand.
According to Arpit srivastava International Marketing is defined as the performance of
business activities created to plan, price, promote, and direct the flow of a company’s goods and
services to consumers or end users in more than one nation for a profit and objective.
Meaning of international marketing:
Marketing is a business activity and process that used to creating, communication,
analysing and distributing business services in target market. International marketing related to
the performance of various business and their activities design to coordinate plan, price and
promotion for direct flow of products and services to end users for more than one nation motive
of earn profit ( Akaka, Vargo and Lusch, 2013 ).
Difference in international and domestic marketing:
Domestic marketing covers an small area on other hand in international market it covers
an large sphere. In domestic market less government influence its works and activities on other
hand in international market it impacts on government works and activities.
There are various activities that associated with business such as development,
marketing and production in context of high tech goods to interact consumers from all over
world. With help of consumer interaction in national market they can easily interact from
consumers of other countries because they have distinctive brand image in national market by
recreation and commercialisation. It has wide scope that can be illustrated with the help of
following attributes (Baack, Harris and Baack, 2012).
Importance in global arena:
World peace:
The one of important factor that influence to international marketing that it helps in build
an healthy relationship with other countries while deal with them and builds an strong
relationship with them.
Global markets reduce risk and open opportunities:

Scope of international marketing assist to open gate of global market to do business and
enlarge business opportunities. When an organisation produce products and services at national
level can be much cost effective and that nation become hub of export activities. If an
organisation going global their significant portion of their revenues from outside of parent
nation.
Major types of businesses:
The major types of businesses consist in which
Service Business.
Service business are recognised subset of an economic services and share their
characteristics. In service industry includes intangible products and services.
Merchandising Business
merchandising business consist from which an individual interact daily. It is an business
in which products and services should be finalised and sells to an ultimate consumer.
Hybrid Business:
In hybrid business consist of in which they use traditional methods of distribution but
also use modern techniques to expand their marketplace.
Cultural dimension:
Culture is an important attribute in which consist of norms, values and ethics which vary
from organisation to organisation and gives an definite path so that objectives should be achieve.
Rationale for international marketing:
Imports:
It is one of easiest form of international marketing that helps firm to go in global market
when firm only operates in domestic marketplace. It can be only possible when products of firm
in national market is in demand and then they can import these goods in global market. For
example, Subway basically deals in fast food industry as the requirement of such services are
very high in each market so that firm can import their business services indifferent market.
Organisational:
organisation factors helps to make its importance in market majorly. With the help of it
organisation can grab attention of large no. of consumers.
Factors that influence international marketing:
Organisational: