International Marketing Report

This report examines the concepts and strategies of international marketing, focusing on the case of Absolute Vintage, a clothing store seeking to expand into Portugal. It analyzes various entry routes, selection processes, and marketing strategies, including global, multinational, and transactional approaches. The report also investigates the differences in marketing mix elements across international contexts and compares home and international orientations for competitor analysis.

INTERNATIONAL
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK1.............................................................................................................................................1
P1 Analysing scope and key concepts of international marketing..............................................1
P2 Various routes an organisation can adopt for international marketing..................................3
TASK 2............................................................................................................................................4
P3 Selection process considering before entering into international market..............................4
P4 International marketing strategies including its advantage and disadvantage.......................5
TASK 3 ...........................................................................................................................................7
P5 An overview of key arguments in global versus local debate...............................................7
P6Investigating product, price, place and promotional distribution approach differs in variety
of international context...............................................................................................................8
TASK 4............................................................................................................................................9
P7 Explain and analyse the various international marketing approaches your client
organisation can adopt.................................................................................................................9
P8 Compare home and international orientation and ways to assess competitors, outlining the
implications of each approach...................................................................................................11
REFERENCES..............................................................................................................................13
.......................................................................................................................................................14

INTRODUCTION
International marketing is basically defined as performance of business activities
designed to plan, price, promote and direct flow of company's goods and services to customer.
Main objective is to make profit by selling products or services in geographic which create a
demand for them (Wang and Wu, 2012). It is simply application of marketing principles to more
than one country. In other words it can be defined as exchange of goods and services between
different nations marketers involving buyers and sellers. In this report organisation chosen is
Absolute Vintage, a clothing store for men's and women's fashionable clothes, shoes and
accessories, London United Kingdom. It sell high quality, great value clothing and home
products and outstanding food quality. Now they have decided to expand their business in
Portugal with help of international marketing. This report is going to analyse scope and key
concepts of international marketing and various routes to enter into international marketing.
Evaluating and selecting process in which an organisation is going to enter in international
marketing by using examples and marketing strategies including advantage and disadvantage.
Moreover investing how its product, price, place and promotion distribution approaches differs
in variety of international context. Analysing international marketing approaches adopted by an
organisation. Furthermore, comparing home international orientation, its ways to access
competitors with implication of each approach.
TASK1
P1 Analysing scope and key concepts of international marketing
Concept of international marketing
International marketing is application of marketing principles to satisfy the varied needs
and wants of different people residing across national market. It help organisation to come and
play in outer market and become self dependent, and its promotional strategies began getting
huge response(Buckingham and Jepson, 2013). It basically help an organisation in seeking new
marketers to spread its product and services at international markets. Moreover, international
marketing is application of marketing strategies and principles in more than one country. It is
based on extension of company's local marketing strategy, with special attention paid to
marketing identification, targeting and decision internationally. Thus, it as planning process of
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conception of pricing, promotion and distribution of goods and services to create exchanges that
satisfy individual and organisational objectives.
Scope of international marketing:
The scope of international marketing is a wider in nature and constitutes in following
area. Such as:
Exports and Imports: International trade can be good beginning to venture into
international marketing. By developing international markets for domestically produce goods
and services a company can reduce risk of operating internationally (Nsamba, 2016). The export
and import will help manger of Vintage to develop their products and services in international
market by reducing risk factor and adequately gain experience of it.
Contractual Agreements: Patent licensing, turn key operations, co production help in
licensing is important in all part of international marketing. Licensing includes all part of
contractual agreements which will help mangers of Vintage, whereby intangible assets such as
patents, trade secrets, know how, trade marks and their brand names. It will help to lead their
brand names in foreign firms in return of fee.
Joint Ventures: Joint venture is form of collaborative association for a considerable
period. This will help mangers of Vintage to come into existence of foreign investors acquires
interest in local company and vice versa or overseas local firm jointly forming a new venture.
Moreover, it is helpful where fully owned firms are not allowed to operate, joint ventures is the
basic alternatives.
Mergers and Acquisitions: Mergers and acquisitions provide to access to markets,
distribution networks, new technology and patent rights. The managers of Vintage can also help,
mergers and acquisitions with other country to grow in international market. This will help to
reduce level of competition of their business if they acquire to go merger and acquisitions.
Strategic alliances: A firm is able to improve its long term competitive advantage by
forming strategic alliance with its competitors (Rajagopalan, 2015). This method will help
managers of Vintage in leveraging critical capabilities, increase flow of innovation and increase
flexibility in responding to market technologies. Further, strategic alliances mostly differs from
propose and structure of organisation.
Factors affecting international marketing
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The rapid growth of World Trade organisation and regional free trade as well as trend
towards acceptance of free market system among developing countries. One of the burgeoning
impact of internet, mobile phones and other global media by adopting availability of resources
of global environment in an effective manner.
Critical evaluation of international marketing:
Positive impact: International marketing help an organisation to evaluate and develop a
particular organisation in expanding their business at international level. It will help a respective
organisation to assist its brand image as well as increase their market share in an effective
manner.
Negative impact: If an organisation fails to adopt proper strategies then they will not able
to attain sustainability for longer period of time. Moreover, an organisation may have many
restriction or else firm have to accept or expect risk factor.
Thus, the above mention are some of scope of international marketing that help Vintage
in growing and developing its product and services in international market.
P2 Various routes an organisation can adopt for international marketing
Mode of entry into an international market are channels which an organisation employ to
gain and entry to new international market. Some of the routes that will help managers of
Vintage do develop their product and services in international marketing. They are determined
below:
Licensing: Licensing includes franchising, turkey contracts an manufacturing contract. It means
that an organisation is charge fee or loyalty for use of its technology, brand or expertise (Baber
and Upadhyay, 2015). This will help Vintage in providing branding, concepts, expertise and in
fact most faces that are needed in operating overseas market to franchisee. Moreover, build its
own plant of manufacturing is one of major strategies. It often includes training and development
of employees, acquiring investment from banks and other financial institution.
Strength: Licensing will help an organisation to create an opportunities for passive
income, creating business opportunities and easier entry into foreign markets.
Weakness: Entering into international market place with adoption of licensing have
negative factors too such as loss of control over business or else risk of poor strategy may lead
to execution of damaging product success.
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International agents and distributors: Agents are often an early step into international
marketing. It simply puts that agents are contracted of business and market on behalf in a
particular company. It will help managers of Vintage to intend in international marketing.
Moreover, they will have an incentive to make products and make profit from them. It do have
certain porns and cons if an organisation is not able to maintaining good relationship with their
respective agents.
Strength: Distributor will enable to access international market by avoiding logistic
issues and trade risk associated within business expansion and growth.
Weakness: Herein, if an distributor are taking trade risk and burdens distributors will
expect heavy returns, discounts and generous credit from an organisation.
International sales subsidiary: A business may decide that none of other option are as visible as
actually owing overseas manufacturing plant. Such as investment in plant, machinery in overseas
market. International subsidiary will help mangers of Vintage to build a company that might
acquire a current business that has suitable plant. The benefit is that business will become
localised in the respective country where they are trading. Furthermore, it do have downside that
risk is associated with local domestic market. Thus, sale subsidiary help in reducing elements of
risk and more like distributors that is owned by an organisation.
Strength: If an organisation have full government and customer support an organisation
will lead to have success in an effective manner. Moreover, an organisation will have support of
subsidiaries and other tax benefits.
Weakness: If their no support for government and other agents such as bank and
financial institution then an organisation will not able to develop their business effectively.
Understanding custom and business etiquette: Each country has its own culture and
traditions. It extends from the way you greet someone, holding business meetings and its culture
and custom of doing business (Zahran and Cox, 2012).It is necessary of Vinatge to understand
the culture differences where they are expanding as it very important to establish a long term
business relationship.
Strength: If an organisation is bale to meet the need and requirement of customers in an
effective manner an organisation will able to attain sustainability for longer period of time. Such
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as by understanding business norms and custom an organisation will able to sell their product
and services in effective manner.
Weakness: If an organisation fails to meet up customers need and requirement then an
organisation will not able to attain sustainability for longer period of time.
Challenges: Some of challenges faced by marketers of adopting international marketing
are, different coordination of marketing actives, need and demand of customer differ from
country to country. For growing in international market the marketers need to adopt strong
strategies and handle challenges with creative development process.
Opportunities: If an organisation, Vintage are adopting right strategies of marketing in
their business internationally then they will adopt good advantages of international marketing.
The adoption of adopting right practices of business will create them more opportunities to
attract customer and maintain their sustainability of their business in international market.
The above mention are some of mode of entry in international marketing. This routes
help managers of Vinatge in developing their premium quality of product and services in
international market.
TASK 2
P3 Selection process considering before entering into international market
Market selection process plays a crucial role at international level. Selection process is
based on evaluating different markets with reference to certain well defined criteria of an
organisation resources and objectives.
Country identification: Country identification is very important for an organisation
before expand their business in international market. An organisation need to identify a country
custom and culture of doing business (ZHANG and JIANG, 2014). It is very important of of
selection process as managers of Vintage need to overview of potential of new markets before
expanding their business.
Preliminary Screening: Preliminary screening help an organisation to eliminate market
which are not potential in nature. Before entering into international market, it will help mangers
of Vintage in preliminary screening market as it vary from product to product. Moreover, it will
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help them in parameters such as size of population, per capita income, structure of economy,
infrastructure factors and political condition of a country.
Direct Experience: It is important for marketing manager to travel to a particular
country to experience first hand nation's culture and business practices. As this will help
managers of Vintage to know the culture and business practices which enables them to develop
their product and services with ease. They need to be careful in respect of self referencing their
custom and culture of doing business. Thus, this will help to attain their potential customer and
remain competitive in market.
Test Marketing: Initially, the mangers of Vintage need to test their product and services
that they are offering in other country by launching their product in a smaller part of scale
(Weimin, 2012).At same time it will help them to produce in assessing overall response of
customer's from specific market, after test is successful. Thus, the production can be undertaken
on large scale of mass scale.
These are some of the selection criteria of international marketing which enables an
organisation to grow and develop in other country. Hence, it help marketing managers of Vintage
to critically evaluate best selection process and help them to expand their business.
P4 International marketing strategies including its advantage and disadvantage
Marketing strategies are used by different companies to collaborate with their customers.
It is also employed top aware customers about features, specification and benefits of company's
product and services (Sohrforuzani, Moslehi and Shakib, 2017). Moreover, it helping managers
of Vintage to focused on encouraging its target population to busy specific product and services.
Global marketing strategies: Global marketing strategy is associated with firm's
commitment to coordinate its marketing activities across national boundaries in order to satisfy
global customer needs. This marketing strategies help managers of Vintage in associating with
standardised approach as it is being applied in multiple markets at same time. With objectives of
achieving global efficiency and economic scales. It is helpful for organisation to sacrifices
responsiveness to local requirement within each of its markets in favour of emphasizing
efficiency. Further, it stresses the need to gain economics of scale by offering essentially same
product and services in market.
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Multinational marketing strategies: Multinational marketing strategies focus on
diversity of international marketing imply a strong adoption of need of each market. It help
managers of Vintage for developing an individual market with multiple of diverse marketing
programs that are being applied simultaneously. This marketing strategy will help to adopt strong
marketing base of their product and services they are offering to their potential customers.
Transactional marketing strategies: The transactional marketing strategies implies the
combination of global efficiency and multinational diversity with a strategy to satisfy think
globally, act globally (Lu, 2016). By adopting this international marketing strategies mangers of
Vintage will able attain a balance between both global and multinational marketing strategy.
Thus, it will help managers to maintain a balance of their business and desire for efficiency with
need to adjust local preferences within various countries.
Advantage of international marketing Strategies:
Encourage market competitiveness: When a brand and business operates in or competes
in several market simultaneously, then it focus on its competitiveness to achieve thrive (Kaya,
2015).Vintage, will able to attain thrive only if they are observing a large range of trends because
of their greater level of global market. It help in assessing brands and businesses focusing on
quality, design and product development improvements that continuously improve productivity
and diversity of an organisation.
International growth: In today's context companies are involved in exporting and
achieving high levels of growth in international marketplace. This allows Vintage to create an
opportunities to achieve sustained revenues from a diversified portfolio of customers in several
markets.
Disadvantage of international marketing strategies:
Culture complications: Different culture have different attitudes, standards and
expectation that can create problem for a brand or business in expanding their product and
services. If Vintage fail in adopting culture and custom of a particular country before expanding
their business than it will lead low down their business. It will lead to damage its reputation of
their brand image and can be very costly to bottom line. Sometimes a small inappropriate
understanding is roughen to permanently damage a brand's reputation.
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For example: different negotiating of goals, person style and attitude, communication,
norms and values, languages, art and aesthetics etc. are some of the examples of cultural
difference in doing market internationally.
Credit risk: Many brands and business tend to over look the risk on non payment where
they being to operate in world of international marketing (Baber and Upadhyay, 2015) The
mangers of Vintage can manage their credit by obtaining letter of credit but it can still impact in
number of potential sales of a business. Moreover, they need to understand business to business
and business to customers to attain credit potential in an international market.
For example: Change in exchange rate, changes in import duties or tariff barriers and
foreign market characteristics are some of the examples of credit risk.
Adaptation and standardisation strategies:
In international marketing adaptation and standardisation play's an effective role in
developing strategies and implementing them in an effective manner. It help an organisation help
in cost saving strategy and adopting effective customer orientation strategies so that strategies
can implement various aspect of product and services. In such manner an organisation will able
meet up the needs and requirement in an effective manner.
Above mention are some of the international marketing strategies that are adopted by
Vintage in order to remain competitive in marketplace. Moreover, the advantage and
disadvantage of international on marketing strategies can call to be managed appropriately with
good market research and understanding cultures of other counties before expanding.
TASK 3
P5 An overview of key arguments in global versus local debate
For an organisation it become difficult to play effective role both in local and global
marketplace(Cranmer and Jung, 2017). It leads to crate a debate for an organisation for
adopting market to play without any difficulties.
Basic Local Marketplace International(Global)
marketplace
Consistency in Brand Vintage are able to attain their
local and domestic
In international market, the
need to identify what are the
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marketplace with their
consistency in brand. As they
know what exactly the needs
and wants of customer they are
looking forward.
needs and wants of customer's,
what kind of offerings they are
looking forward. For theses
the managers need to do
continuous research for
developing their products in
international market.
Cultural differences In present context, Vintage
know local and domestic
culture an custom as well
practices of doing business.
They are less worry about
when it comes to
misconstruing marketing
message across cultural lines.
In international market
cultural differences is much
more obvious as it creates
cultural puzzle for managers of
Vintage. Sometimes if culture
and custom are not understand
properly them it leads to
downfall for an brand. Thus, in
this case marketing goes
wrong across cultural barriers.
Political Interferences In local marketing political
interferences are very less. As
in local marketplace the
government need to increase
their value of their state.
Moreover, political
interferences are very less for
Vintage as the can engaged
with government to grow their
productivity as well as
profitably. Thus, it help both
government as well as
In international market,
Vintage have to face lot of
political interferences as rules
and regulation differ from
country to country. Thus, they
will need to compromise on
different aspect of rules and
regulation in order to develop
their brand in international
market.
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organisation too.
Risk Factor In local or domestic
marketplace the risk factor for
Vintage is very low. As they
are confident in their products
and offering to their potential
customer. Moreover, they
know what are the need ,
wants and demand of
customer's. Thus, it lead to
increase its competition from
other competitors of same
product line.
In international market, the
risk factor is high as because
Vintage are new in this
marketplace. For developing
themselves in this market the
need to keenly and
continuously monitor market
where they wand to expand
Moreover, the risk factor will
always be there whether they
will be successful or not.
From the above debate it can be concluded that Vintage need to many research and adopt
marketing strategies for developing themselves in global marketplace. Moreover, the should
adopt local or domestic marketing as they are familiar with culture and customs and business
practices. Here, Vintage has chosen international marketing approach though it have too much
of risk factor as well as other application..
P6 Investigating product, price, place and promotional distribution approach differs in variety of
international context
When an organisation is launching its product into foreign market a firm can use a
standard marketing mix to suit the country caring out their business activities. Herein, Mark 7
Spencer need to standardised the international marketing mix before developing their product in
international market.
Product: In international marketplace, product will be involving in taking into
consideration a number of different factors. Such as including customer's cultural backgrounds,
religion, buying habits and level of personal disposable income(Cranmer and Jung, 2017). In
such circumstances Vintage need to adopt their product and mix marketing strategy to meet
need and demand of respective country where they are expanding. Herein, if an organisation will
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have premium quality of product and services the so that they can attract large number of
customers in competitive marketplace.
Price: Pricing on international market is cone of the complex task for a particular
organisation. The managers of Vintage need to talk into account traditional price of respective
country in which they are expanding. Such as the need to main fixed and variable cost,
competition and target groups. Herein, mangers of an organisation need to evaluate pricing
strategies that will help an organisation to attract large number of customers. In this way will
able to gain competitive advantage over its competition and attain sustainability for longer period
of time.
Place: Place element of marketing mix is about distributing a product or services to
customer's at place and at right time. The managers of Vintage need to know distribution of
goods and services of respective country where they are developing their product and services.
So that they will able to meet their needs and wants of customer's so that its products and
services are achieved at right place at time of requirement. The mangers of are respective
organisation need to ensure there are meeting all places where there is need and requirement of
their goods and services so that customer can enjoy its services without any delay.
Promotion: Promotional strategies are different from country to country. Vintage need
to adopt international marketing strategies in order to promote their product and services. Such
as advertising massage differ in accordance with their culture attitudes and religion practices.
Herein, they should adopt different promotional techniques which will help them to develop their
product knowledge to customers of a particular country.
TASK 4
P7 Explain and analyse the various international marketing approaches your client organisation
can adopt
International marketing strategies defines performance of different activities of business
that instructs to organisation products and services to expand its market share in international
market or more than one country (samba, 2016).In international marketing consist of research,
development of product and services with motive of satisfying needs and wants of consumers to
achieve business objectives.
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To attain big and wide market share there is many strategies but that are same for all organisation
that depend on business and operations of organisation and its capabilities to expand its market
share in international market.
Create a strong brand image: To expand the market share in international market that is
very necessary to adopt that approach that give success while implement in business
organisation(Parkand and Jung, 2017). Before launching a new and existing product it is very
necessary to evaluate current and future needs of international consumers and then evaluate each
and every aspect of their need and then implement the plan of expansion of market share. To
successfully launch a new product it is very essential that organisation have to be great brand
image in market that helps to consumers to recognize features and characteristics of product and
services in market and access the needs of consumers.
To reach the large consumer share it is very necessary to adopt best promotional method to reach
their potential consumers and then expand its market share in foreign market.
To expand in large market:Before expand in international market it is very necessary to
adept best strategy to expand in foreign market. The promotions is very necessary to reach at
potential consumers. In that case organisation can not adopt different marketing strategies
according to the different countries in that scenario they have to rely upon different digital
platforms that is less costly source of advertisement and promotions in international market.
With the help of internet and social media an organisation can reach to large consumer base and
grab large consumer base. With that it expand its market share and compete with its rivalries in
worldwide.
Identical packaging:While expanding into international market it is very necessary for
organisation to set a premium and well established logo and packaging that helps customers to
recognize their products and services in keen manner. Packaging also gives safety to products
and services and also gives recognition also that helps in brand recognition and enhance revenue
in worldwide that creates value and development to the Vintage
Coordinated products launches:while launching a new product in different country from
home country there are many determiners that have to noted to successfully launch of products
and services. Before launching new product all products launch in organise form so that effective
vintage.
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Recommendation: From the above mention approach it has been recommend that can adapt
strong brand image of their product and services so that an organisation can have good
reputation so that an effective out put can be developed in an attractive manner. With an strong
image an organisation can have strong competition and will able to acquire large number of
market share.
P8 Compare home and international orientation and ways to assess competitors, outlining the
implications of each approach
From the above describe approaches it concluded that there are different marketing
approaches that helps in gaining potentiality in market and gain competitive advantage in foreign
market sphere in world wide (Trần Nguyên, 2013). In that scenario the main strategies of
Vintage is launching right product after analysing needs and demands of consumers. Well known
packaging of goods that attracts large consumer base so that it attracts to consumers towards the
products. On other hand the great brand name of company. The fierce competitor of Vintage is
Tesco who deals in same business line and expand internationally in world wide through their
products and service.
Home and international orientation of products take different approach that in local
market is less risk while in international market it has to expand lots of investment. In domestic
market there is homogeneity in currency, language and culture and there is less government inter
fence whereas in international market different culture and languages exist and many types of
currencies exist.
Competitor analysis: Competitor analysis consist of assessment of current and future
possibilities and threats of potential competitors in worldwide. There are two strategies that are
offensive and defensive opportunities and threats in market. Such as up setting up clear goals and
objectives with proper planning of strategies so that an organisation gaols and objectives can be
attained in an effective manner. Moreover, they need to analysis market keenly in order to
develop opportunities from market availability of resources so that they can gain competition
over market. Thus, Vintage have strong brand loyalty so that with help of it can expand its
market share in both local and foreign market sphere by analysing proper competitor analysis.
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RECOMMENDATION
For Vintage, it has been recommended that it should adopt proper marketing strategies
before going to develop themselves in international market.
 Herein , they should adopt proper international marketing routes. With the help of various
examples and adopting different marketing strategies along with its advantages and
disadvantage.
 Moreover, knowing implication from local and global debate which help them in
attaining competition in competitive environment.
CONCLUSION
From the above discussion it has been concluded that, international marketing and its
scope is wider in nature and it help Vintage to adopt various routes or modes that help to grow
and develop in internation marketplace. Eventually, selection process help them to know which
process will be effective in doing and expanding business in respective country. Investigating
marketing mix as it differ from domestic marketplace and analysing various international
marketing approaches that are help for them in developing their business in different countries.
Hence, comparing both local and international competitors their marketing strategies and its
implication of adoption different strategies to compete in international market. Thus, it help
Vintage in obtaining its competitive position in international market.
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