International Marketing: Scope, Concepts, and Strategies 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