International Marketing Assignment
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Added on 2020-06-04
International Marketing Assignment
Added on 2020-06-04
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InternationalMarketing
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................3P1 Scope and key concepts of international marketing..........................................................3P2 Rational for an enterprise to want to market internationally.............................................5M1 Opportunities and challenges that marketing internationally..........................................6TASK 2............................................................................................................................................6P3 Key criteria and selection process.....................................................................................6P4 Different market entry strategies and its advantages and disadvantages..........................8M2 Market evaluation criteria and entry strategies, and make recommendations.................9D1 Critical evaluation of the international market...............................................................10TASK 3..........................................................................................................................................10P5 Overview of the key evidences in the global vs local debates........................................10M3 Circumstances in which your client organization should adopt a global or local approach..............................................................................................................................................11P6 4P's of marketing mix differers in a variety of international context..............................11M4 Way to adapt the marketing mix of organization in different international markets.....12D2 How the marketing mix is applied to a range of international contexts.........................13TASK 4..........................................................................................................................................13P7 Different approaches of international marketing............................................................13P8 Compare between international and home orientations to assess competitors...............14M5 Various marketing approaches and competitor analysis in relation to an organization15D3 How organisations should be structured to maximize the opportunity..........................16CONCLUSION..............................................................................................................................16REFERENCES..............................................................................................................................17
INTRODUCTIONInternational marketing refer to the performance of operations of business designed toprice, plan, promote, direct service and goods flow to customer or service user for benefit innumerous countries. According to the This report will analyse the Arcadia Group has their casestudy who is aiming over expanding their business at international market for earning morerevenues and global recognition. This assignment will discuss over the scope and concept ofselection, process, international marketing to carry out the strategies of market entry globallypaling with their merits and demerits (Akaka, Vargo and Lusch, 2013). This will evaluate the4P's of marketing that can play major role in development and success of business as well asdetermining distinct approaches that company adopt. This has the purpose of meeting long termobjectives and goals in efficient manner. TASK 1P1 Scope and key concepts of international marketingInternational marketing can be referred as the principles application in order to manageand satiate necessary demands and wants of several individual living the borders of domesticmarket. The only and major difference between the international and domestic marketingdefinition is that activities of marketing take places in one or more than one nation. This isbasically identified as the expansion of marketing where company has to create distinctmarketing mix for achieving the requirement of nation. This will support business organisation inleveraging experience, assets and products into global market. Key International Marketing Concept: There are some specific global marketingconcepts that is fundamental for entity of business for identifying different marketing types andtrade. Here are determined some of major aspects: Global Marketing: This is very fundamental part of Arcadia Group in respect of reachingproduct from nation level (Bertoli, 2013). Globalisation: This is another concept of international marketing in which the distinctcommunication channel are used by company for like print or social media etc. Export Marketing: In this phase, organisation majorly aims on transportation of productsand service in different trade. 3
Multi-domestic Marketing: According this, activities and operations of business extendtheir market to international level. International Trade: This concept is fundamental for Arcadia Group because this cansuggests their organisational name (Chung, Lu Wang and Huang, 2012). Through this,they need to import and export their commodities to different branches and clients. International Marketing Scope: This is to understand the global marketing which isearned a great business scope in present scenario. Cause of marketing strategies, expansion hasnot confined within the country border. Here are mentioned some specific scopes that are set forexpansion of Arcadia Group: Imports: This is fundamental for business's international marketing: buying productsfrom specific country as well as selling them in national market in organised manner.Arcadia Group can render more unique products through importing effective productsand in-demand services to clients. Export: Exporting is as similar for brand as this is for a nation. Company can export theirfinalised products and services at international market or their franchisee in order toexpand their recognition across the sea. Joint Venture: In this manner, two and more brands comes with each other to enter anew market. The profits, investment, losses are initially definite in certain period of timeas well as value. This is important for company for joint ventures to increase as scope asobstacle of output yo innovate international entrants. For e.g. Telefonica and Vodafoneagreed to share the company's mobile network operating business as a joint venture. Fully Owned Manufacturing: As per this approach, business can carry out theiroperations or activities in host nation or expand their business in international market (DeLanghe and et. al., 2011). It is needed through the assistance of different resources likeadvanced technology, land, manpower etc. Arcadia Group can emerge and deploy theirbusiness through controlling quality in the global market. As company has been planningto expand their business at global marketplace, this can be more assisting for enterprise toestablish their enterprise within their existence and entire control over operations. P2 Rational for an enterprise to want to market internationallyRational Organisation: As per this, a company like Arcadia Group can evolve and growwith long term development opportunities. In order to increase sales amount, attain more4
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