international marketing

International
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
About the organization...........................................................................................................3
International marketing and its difference from local marketing...........................................4
Scope and key concepts of international marketing...............................................................5
Rationale for an organisation to want to market internationally............................................6
Opportunities and challenges of international marketing.......................................................7
International marketing entry approaches..............................................................................7
Key criteria and selection process while entering in international market.............................8
Market entry strategies and their advantages and disadvantages.........................................10
How and why the company should enter the international market......................................11
Which is better local or global market.................................................................................11
Difference in marketing mix in each market........................................................................12
Approaches of marketing internationally.............................................................................13
Competitor analysis..............................................................................................................14
Orientation of international businesses................................................................................14
Recommendations................................................................................................................16
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
As the businesses are expanding their markets so that they can remain competitive in the market
and attract more number of customers it is important that international marketing strategies,
principles and approaches must be well known to them. This can help them in increasing their
international market share strategically and also they can create an international brand image and
gain economies of scale. International marketing strategies can help the businesses in capturing
the market in an efficient manner so that the sales of company can increase and large number of
profits can be made (Andersson and Evers, 2015). It this report CafePod Coffee Company is
taken which is coffee company that was founded in2011 and has its headquarters in London, UK.
The company provides coffee in various categories such as smooth, intense, ristretto, Arabica
lungo, decaffeinated etc. It also offer espresso blends using coffee capsules which are made of
food grade recyclable plastic. The company operates in the market with a competitive spirit and
keep on innovating its products so that high customer satisfaction can be achieved. It is now
aiming at expanding its business in Germany which will give the company a competitive
advantage and also it can tap the large market of Germany with its unique way of making coffee.
In this report this scope and concept of international marketing, ways of entering in international
market, factors that affect businesses, importance of choosing the right market to expand etc. will
be discussed that will help CafePod in expanding strategically its business.
MAIN BODY
About the organization
CafePod coffee company is well known for its unique ways of making coffee that help in
giving adventurous experience to coffee drinkers so that high customer satisfaction can be
achieved. The company is located in London, UK and is highly creative in its way of making
different varieties of coffee like smooth, intense, decaffeinated, origins Sumatra lake tawar and
compatible pods. The company work in the market with innovative spirit so that new ways can
be designed that can help in attracting more number of customers and increasing its business. At
present its offers its service in UK by using original coffee seeds so that high quality of coffee
can be produced (Demangeot, Broderick and Craig, 2015). The price at which it offers its
products are moderate which help it in attracting a large number of customers and also in
enhancing their experience by offering them the highest quality of coffee made by using high

quality coffee beans. In order to increase its market the company is aiming at expanding its
market in Germany so that the untapped market can be explored and more profits can be earned
while also creating an international brand image.
International marketing and its difference from local marketing
According to the American marketing association, “International marketing is the
exchange of goods and services across the international boundaries by appropriately pricing,
promoting and distributing the items so that the organisational goals can be achieved.”
As per the views of Kotler, “Global marketing is related with integration and
standardisation of marketing actions so that various nations can be brought together for the
exchange of goods and services that can help in reaching to customers in various untapped
market.”
International marketing is thus related with application of marketing strategies and action
other than the national boundaries so that the goods and services of company can be offered in
the international markets. This help the companies in gaining the attention of a large number of
customers and also help it in building a brand image of company internationally. Following are
some differences in domestic and international marketing that can help CafePod in understanding
the difference in how marketing in Germany should be done so that attention of customers can be
gained:
Basis Domestic Marketing International Marketing
Meaning It relates to application of marketing
practices within the nation so that the
local people can be attracted as per
their taste and preferences (Navarro-
García, Schmidt and Rey-Moreno,
2015)
In this marketing actions are applied
internationally so that the people other
than locals can be attracted so that
sales of company can increase and
help in the expansion of market of
company.
Area served Only the local areas which are
nationally present are targeted.
The market areas which are present
outside the national borders are
targeted.
Government
interference
Only the national government
interferes in the business.
Both the national and the other
country’s government interfere in the