International Marketing: Scope, Concepts, and Strategies for Bold Street Coffee

This report discusses the scope and concepts of international marketing and the strategies that Bold Street Coffee can adopt to expand globally. It also explains the rationale for global marketing and the criteria for market selection. The report evaluates different market entry strategies and justifies the adoption of a joint venture for Bold Street Coffee.

International
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Scope and main concepts of global marketing and rationale for the organisation to market
globally...................................................................................................................................3
Routes to global market..........................................................................................................5
Evaluate the main criteria and selection process that the organisation should consider when
they go international, besides justifying opportunities or challenges.....................................5
Market entry strategy with its advantages and disadvantages................................................6
Justify which strategy should be adopted by the organisation...............................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
Books and Journals:................................................................................................................9

INTRODUCTION
International marketing refers an application of marketing principles to fulfil the different
wants and demands of diverse people living across the domestic borders. This reflects the
undertaking of marketing activities such as designing and customizing the marketing mix that is
product, price, place and promotion as per the tastes and preferences of diverse people. Domestic
marketing is different from international marketing as it deals only within the geographical
borders of the country, where international marketing involves the marketing activities over the
geographical limits of the nation. The Bold Street Coffee will be taken into consideration to
prepare this report. It is situated in Liverpool, United Kingdom, and popular for its coffee. It
serves coffee, good vibes and treats to their customers (Amoako, 2019). The report will outline
the different concepts and scope of the international marketing. Lately, it will rationalise for the
business to want to market globally and different routes of internationalisation. It will also show
the main criteria and selection process to utilise when considering global market to enter. Lastly,
different market entry strategies will also be part of this report.
TASK
Scope and main concepts of global marketing and rationale for the organisation to market
globally.
International marketing can be understood as the performance of organisational activities
created to plan, promote, price and direct the flow of business's products and services to
customers in more than one country for the purpose of earning significant amount of profit. In
context to Bold Street Coffee, the scope of international marketing significantly covers the
exporting of products and services in global markets. The exporter involves in different
activities, apart from exporting the products and services. The discussion is done below:
 Establishing: An establishment in global market for processing, assembling and
packaging the products as per the requirements of the marketplaces. Often-times,
absolute production is carried out by the branch with the help of direct investments (Attia
and et.la., 2019).
 Joint ventures and collaborations: International marketing comprises establishing
collaboration and joint ventures with some international firms for production or
promoting the product. In such settings, the respective organisation can work in

collaboration with the international organisation for the purpose to exploit the
international markets.
 Licensing arrangements: The organisation under this system, sets the arrangements of
licensing with the global term whereby international firms are approved the right to
exploit the exporting business's patents, viz., know-how, trademarks and much more, as
per the terms and conditions with or without investment (Durmanov and et.al., 2020).
Key concepts of international marketing:
Marketing concept defines whenever an organisation plans as well as implements to
increase the profit by rising sales, surpassing competitors or fulfilling the customer's needs and
demands. In addition to Bold Street Coffee, some marketing concepts are mentioned below:
 Product concept: The main purpose is to produce low priced products because the
customers do not like spend much price for the goods and services. In this concept,
marketers do no deliver any significance to the needs and wants of the customers. The
main focus is to make more and more products, here quality does not matter, but quantity
does. As a result, customers are mainly unsatisfied with the bad quality of the goods.
 Marketing concept: This concept is customer-oriented where customers are centred in
the middle of the marketing process, discovering consumer's wants and demand, then fit
into those demands better than other leading players in the market. The strategy considers
that profit is generated through the satisfaction level of wants and needs of customers.
Rationale for the organisation to market internationally:
 Diversified income stream: Domestic and small business owners comprehend the
significance of modifying revenue sources, having that one big client can look like the
solution the organisational attainments and success (Ibrahim, Aljarah and Ababneh,
2020). Marketing the business globally spreads and diversifies the revenue sources by
launching new products and services to the customers in different countries. Hence, if the
local area gets dull, the company can chafe the consequence through revenue from
nations with positive economies.
 Improve the brand's reputation: Another rationale why companies go international is
to be able to offer and facilitate reliable services to the world-wide customers. An
international reputation and brand image will help in gaining new customer base.

Spreading business cross-borders to develop brand recognition as well as establish
credibility world-wide.
Routes to global market.
There are many market routes that drives towards developing globalisation. Some of them
are mentioned below:
 Direct route: It involves channels in which organisations make direct contact with
individuals into international market place for persuading them to purchase the products
and services which is offered by the organisations. Bold Street Coffee have ability to
exploit channels such as sales representative who arranges and dispersed mail order
catalogues for direct contacting with customers, building a positive image as well as
retaining them for a good period of time by indulging higher quality products.
 Indirect routes: It includes channel in which organisation enters a market with an
indirect contact with third party and hand over the responsibility to impact customers’
behaviour. In context of Bold Street, they may go for channel partners, OEM partners and
so forth (Kozlenkova and et.al., 2021).
It is suggested that the chosen organisation should adopt channel partners as route to
international marketing. As these are regarded as employees who have good knowledge of
modern tools and techniques that are prevailing into selected sector (Sun and et.al., 2020).
Evaluate the main criteria and selection process that the organisation should consider when they
go international, besides justifying opportunities or challenges.
Market selection is very important for the organisations to attained success into
international market places. In order to entering into an international marketplace Bold Street
Coffee needs to follow certain steps which are discussed underneath:
 International marketing objective: The marketplace is selected as per the goals and
objectives decided by the business in order to go into an international market. It is
conducted for assuring that cultural, ethical, regional and legal value of country are much
profaned with the help of products served by the respective coffee shop.
 Parameters of selection: There are many parameters that needs to be considered while
entering into international market such as market condition, availability of raw materials
and infrastructure, government rules and regulations and much more.

 Preliminary screening: The marketplace that does not offer potential to make money for
the businesses are precluded after undertaking some elements such as customer’s attitude,
economical structure, per capita income and many others.
 Analysis and selection: The chosen market are analysed after performing the feasibility
and cost benefit test. The potential market place is then selected to perform the business
of respective organisation and make coffee, beverages, snacks and much more available
for people into international market.
 Test marketing: In this stage, organisation saying the goods into certain geographical
location for attending and overview of customers’ attitude and their response to the
company’s products and services.
 Commercial production: Once the results of test marketing is found as positive then
organisation perform the mass production into selected marketplace.
Key criteria: The criteria for selecting international geographical marketplace are mentioned
below:
 Infrastructure facilities: The market place is selected as per the suitable availability of
infrastructure for assuring that the chosen coffee shop products are produced might be
performed in a simple manner (Pegan, Vianelli and de Luca, 2020).
 Nature of competition: The market place which is selected and consider the threat of
competition within international market place and the success criteria of selected place
where organisation performs.
It has been evaluated that the global marketing offers the opportunities to respective business
in the way of optimum utilisation of available resources by ensuring their best exploitation in the
business. There is global corporation established through international marketing which brings
all countries close to each other and promoting them to work in a collaborative manner. On the
other side, it involves challenges such as slow growth in developed markets, rising innovation in
emerging markets as well as competition of established organisations.
Market entry strategy with its advantages and disadvantages.
Market entry strategies defines the methods used by company to plan, disperse and provide
their products and services to global markets. The cost as well as organisational control over
dispersion can differ on the basis of strategy that the company chooses (Malyarets and et.al.,

2020). In context to Bold Street Coffee, the different market entry methods are mentioned
underneath:
 Exporting: It comprises marketing the goods that company produce in the nations in
which they aimed to sell. Many of the businesses use direct exporting method to spread
their business by selling the product they provide in global markets without the
engagement of third party. In this method, the financial risks and entry costs are limited
for the company. On the other side, the cost of transportation is high.
 Joint Ventures: Many businesses attempt to reduce the risk of entering a global market
by making joint ventures with other businesses that plan to sell goods in the international
market. Joint ventures have the potential to generate more money than the individual
businesses. It helps in accessing new global markets and builds new distribution network
as well. While, the objectives might be unclear among involved parties.
 Franchising: It is chain retail business in which the single or group clients pays for the
right to handle organisation branches on the business's behalf. It necessitates strong brand
recognition, as customers in the target market should understand what the business
provide and willingness to buy it (Medrano, Cornejo-Cañamares and Olarte-Pascual,
2019). For well-known companies, franchising gives them a route to make money and
take indirect approach of management. It involves chances of rapid growth at global
level. Whereas, the profitability needs to share among local and global franchisees.
In addition to Bold Street Coffee, the recommended market expansion method is to
adopt joint venture. They can form a certain kind of partnership that covers the creation of a third
independently tackled business. Both agreed parties work mutually in a certain market, either
geographic or good and mutually share the profit and losses.
Justify which strategy should be adopted by the organisation.
The international marketing is done at international level in many countries so the
organization analyses the needs and requirements of diverse people all over the world. In
addition to Bold Street Coffee, international marketing gives the opportunity of increasing sales
as there is access to broader a market area that supports in connecting more number of customers
towards their brand (Martin, 2019). It also involves reduction of cost by manufacturing products
and services in bulk quantity as the trade is done at global level. Simultaneously, international
marketing also involves some difficulties or challenges such as government restrictions, cultural

differences, competitions and much more. So, there is a need to utilise many marketing strategies
to operate business globally such as joint ventures, franchising, exporting and so on. The
organisation also performs a procedure of selecting the potential marketplace in which they can
serve their goods and services. A good market research also helps in getting potential customers
and making marketing plan so that best marketing plan and strategies can be adopted.
CONCLUSION
This has been concluded that international marketing is the marketing used at global level to
promote brand and its products or services to global people. There is a need to perform an
analysis of selecting the right and potential market area. Operating business at global level
involves several opportunities and challenges to the business. There are various routes available
to the business to expand business global. Market entry strategies or methods needs to analysed
smartly so that maximum benefit can be got of spreading business globally.

REFERENCES
Books and Journals:
Amoako, G.K., 2019. Relationship marketing, orientation, brand equity and firm value: The
mediating role of customer value—An emerging market perspective. Journal of
Relationship Marketing, 18(4), pp.280-308.
Attia, A.M. and et.la., 2019. Sustainability marketing initiatives during the Syrian conflict: the
role of international development projects. International Journal of Islamic Marketing
and Branding, 4(3-4), pp.296-313.
Durmanov, A. and et.al., 2020. Features of application of innovative development strategies in
international enterprise. International Journal of Entrepreneurship, 24, pp.1-9.
Ibrahim, B., Aljarah, A. and Ababneh, B., 2020. Do social media marketing activities enhance
consumer perception of brands? A meta-analytic examination. Journal of Promotion
Management, 26(4), pp.544-568.
Kozlenkova, I.V. and et.al., 2021. Sharing economy: International marketing strategies. Journal
of International Business Studies, 52(8), pp.1445-1473.
Malyarets, L.M. and et.al., 2020. Optimization of indicators for management of enterprise:
Finance, production, marketing, personnel. Studies of Applied Economics, 38(4).
Martin, E., 2019. Global marketing translation and localization for French‐speaking
countries. World Englishes, 38(3), pp.366-386.
Medrano, N., Cornejo-Cañamares, M. and Olarte-Pascual, C., 2019. The impact of marketing
innovation on companies’ environmental orientation. Journal of Business & Industrial
Marketing.
Pegan, G., Vianelli, D. and de Luca, P., 2020. Country of Origin Valorization in Exporting:
Insights from Companies and Foreign Importers. In International Marketing
Strategy (pp. 39-73). Springer, Cham.
Sun, W. and et.al., 2020. Internationalization and firm default risk: The roles of environmental
dynamism and marketing capability. Journal of Business Research, 121, pp.142-153.