International Marketing: Scope, Concepts, and Market Entry Strategies

International
Marketing

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Analyse the scope and key concepts of international marketing...........................................1
P2. Rationale for an organisation to want to market internationally and different routes to
market they can adopt..................................................................................................................2
M1. Evaluate the opportunities and challenges that marketing internationally presents to a
company.......................................................................................................................................3
TASK 2............................................................................................................................................3
P3. Key criteria and selection process to use when considering which international market to
enter.............................................................................................................................................3
P4. Different market entry strategies, including advantages and disadvantages of them............4
M2. Apply the market evaluation criteria, strategies and make recommendations.....................5
D1. Critical evaluation of international market context..............................................................5
TASK 3............................................................................................................................................6
P5. Present an overview of the key arguments in the global vs local debate..............................6
M3. Evaluate the context and circumstances in which an organisation should adopt a global or
local approach..............................................................................................................................7
P6. Investigate how the product, pricing, promotional and distribution approach differs in a
variety of international contexts..................................................................................................7
M4. Determine and articulate in detail how to adapt the marketing mix in different
international markets...................................................................................................................9

D2. Produce a critical evaluation of how the marketing mix is applied to a range of
international contexts...................................................................................................................9
TASK 4............................................................................................................................................9
P7. Explain and analyse the various international marketing approaches...................................9
P8. Compare home and international orientation and ways to access competitors...................10
M5. Evaluate several marketing approaches and competitor analysis......................................11
D3. Make recommendations on how companies should structured to increase the opportunity
...................................................................................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
International marketing is an activity and application of marketing principles to fulfil the
range of requirements and demands of several individual residing cross wise the national
borders. Basically, international marketing refers to a business environment in which companies
of different nations can operate their business and offer their goods and services to people of
different country with the motive of providing satisfaction to their desire (Cateora and et. al.,
2020). It indicates the performance of the business actions and operations at international extent
so that organisation can also make the flow of its commodities and facilities to its target
audiences in more than one nation to earn profit. This document is supported to Ledbury which
is a restaurant and situated in London. The report will discuss about key concepts and scope of
international marketing. Moreover, it will consider information about key criteria and assortment
activity to determine to enter in international market, marketing approaches, marketing mix and
comparison among home and host orientation.
TASK 1
P1. Analyse the scope and key concepts of international marketing
International marketing can be described as planning, determining, performing and
publishing the commodities and facilities of an organisation at international extent and provide
satisfaction to the demands and desires of consumers who living in several portions of across
world. If the company does this kind of marketing then it is acknowledged as international
marketing. In global market, incorporation has large scope and without international marketing
no company can survive and sustain till long period. Now these days marketing plan of action
are not limited so by utilising different plan of actions of marketing, business company can enter
their business organisation can enter their business in global market (Kotler and et. al., 2018).
There is large scope because maximised purchasing behaviour has led to high taste of
commodities between consumers. With the beginning of the amount of competition that can be
posed in term of them. There is wide scope when a company operates globally such as:
 During the time of international expansion, the firm ware with several trends, needs, and
culture and market requirements. Then by producing goods and services according trends
and needs of target audiences, it can retain them till long time period and make growth in
economic system of establishment.
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