International Marketing: Scope, Concepts, and Strategies

BTEC Level 5 Higher National diploma in Business
Unit 40: International Marketing
Centre Code: 01018
International
marketing

BTEC Level 5 Higher National diploma in Business
Unit 40: International Marketing
Centre Code: 01018
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Issue date: 16/09/2019 Submission
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Programme: BTEC Higher National Diploma in Business
Unit: Unit 40- International Marketing
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BTEC Level 5 Higher National diploma in Business
Unit 40: International Marketing
Centre Code: 01018
Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1 ...........................................................................................................................................3
LO 1 ................................................................................................................................................3
P1 Scope and key concepts of international marketing .............................................................3
P2 Rationale for an organisation to go global and different routes to enter global markets ......4
M1 Evaluate the opportunities and challenges that international marketing has .......................6
LO 2 ................................................................................................................................................7
P3 Key criteria and selection process to use in international market entry ................................7
P4 Explain various market entry strategies and their advantage and disadvantages..................8
M2 Apply market evaluation criteria, entry strategies and make recommendations ................9
D1 Critical evaluation of international marketing concept including strategies for various
markets .......................................................................................................................................9
TASK 2 .........................................................................................................................................10
LO 3 and LO 4 ..............................................................................................................................10
CONCLUSION .............................................................................................................................10
REFERENCES .............................................................................................................................11

BTEC Level 5 Higher National diploma in Business
Unit 40: International Marketing
Centre Code: 01018
INTRODUCTION
International marketing is defined as the way of starting business in foreign countries. For
doing so, it is needed by companies to develop strong and effective strategies so that they can
compete in global markets. The international marketing has the objective for succeeding in
foreign markets by developing effective strategies (Cavusgil, and Cavusgil, 2012). All
organisations have to make effective strategies for entering in international markets effectively.
The following report is based on Waitrose. This is a British supermarket chain that is food retail
division of Britain's largest employee owned retailer, John Lewis Partnership. The head quarters
of this organisation are located in England. The following report includes two parts – task 1 is
report and task 2 is presentation. This report includes scope and key concepts of international
marketing, opportunities in international markets and selection process for using international
market entry.
TASK 1
LO 1
P1 Scope and key concepts of international marketing
The concept of international marketing is related with the performance of business
activities and operations which are designed and made for promoting and flowing of goods and
services offered by the company. International marketing has huge scope in business
environment. The scope of international marketing is mentioned below -
Imports - This includes importing of products for a brand in the same way as products
are imported from different countries. There are various businesses which buy products in order
to resale it to a potential consumer which is gathered. Organisations take care of imports for their
own use which is creation and improvement of production line (Chung, Lu Wang, and Huang,
2012). Companies do this when they are sure that usage of the product can help in attaining
organisational objectives. This is helpful in having a unique solution.
Exports - Exporting of a product is related to trading of products to a country.
Organisations are involved in exporting the finalised product to foreign markets or on the