International Marketing: Strategies, Challenges, and Key Decisions

This report provides insights into international marketing, focusing on strategies, challenges, and key decisions. It discusses the importance of market research, theories like the Ansoff Matrix, and global challenges faced by companies. The case of Airdri Group, a UK-based hand drying industry company, is used to illustrate these concepts.

International Marketing

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Reason for international market research...............................................................................3
Theories..................................................................................................................................4
Key decision in strategy development....................................................................................5
Global challenges...................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................6

INTRODUCTION
International marketing can be describe as different set of activities which includes planning,
pricing, promotion as well as flow of good and services manufactured by organisation. it is very
important for an organisation to critically analyse all factors while performing business activities
at international platform. Chosen company for this report is Airdri Group. This company was
founded in 1974 and founder of this organisation was Peter Philipps and Perter Allen. Airdri
group is dealing in hand drying industry as well as providing high quality products to customers.
This company is based in UK and product of Airdri includes The Airdri quantum hand dryer,
The Airdri quasar hand dryer and many other products. This report includes standardisation and
adaptation of companies international market. It includes the reason for international market
research as well as theories. There are various challenges faced by company while performing
business activities at international level and development of strategies.
MAIN BODY
As per the view of Neil Kokemuller, 2019 it has been analysed that there are various benefits for
an organisation by standardising or adapting international marketing. This will help in
developing better business strategies as well as achieving desired goals and objectives. it is
essential for Airdri company to conduct an effective market research for understating the market
environment as well as development of effective strategy. This will help in achievement of
desired goals and objectives.
Reason for international market research
Important for international market research for respective company is mention below in detail.
 International market research will help in analysing as well as evaluating each and every
factor of market that can have positive as well as negative impact over organisations.
This will be helpful in development of better strategies for achievement of desired
objectives.
 Market research will help in taking better decision for organisation as well as determining
the foreign potential market. This will lead to identifying the market area which will help
in enhancing the overall performance of organisations.

 There are various opportunities available for respective company by conducting business
operations at international market area. market research will help in analysing which
market area will be beneficial for organisation.
Theories
There are different theories that will help Airdri group to take better business decision. It
is very important for this company to develop effective and efficient strategy that will help in
enhancing overall performance of organisation as well as achievement of set objectives. in order
to analyse different strategy Ansoff matrix is mention below.
Ansoff Matrix
Ansoff Matrix is an effective tool that can be used by organisation in order to identify as
well as analyse different marketing strategies. This is also known as product or market expansion
grid. Through this respective company will be able to take better business decisions and select
appropriate strategy that will help in performing well. Ansoff Matrix includes four different
strategies such as market penetration, product development, market development and
diversification.
 Market penetration – In this strategy company needs to focus on current products and
services by selling it in existing market area. Market penetration strategy will help
increasing sales and profitability of organisation. By adopting this strategy Airdri
company have to use different tools and techniques in order to attract current customers
for selling existing products. this company needs to offer some special discounts and
provide extra benefits to customers for achieving desired goals and objectives.
 Product development – In this strategy Airdri company needs to develop new products
for current customers. It is very important for this company to meet with the needs and
requirements of customers. this will help in creating better relationship with customers as
well as gaining their trust. Airdri company need to modify or develop new products
which is as per need and want of customers. in product development strategy respective
company is focusing on need and want of current market area and developing completely
new product.
 Market development – This is an effective strategy that can be used by respective
company and under this strategy organisation will be selling current product and services

to new market area. market development is usefull strategy when company is planning to
expand its market share by focusing on current products and services as well as new
market area. for this company needs to conduct and effective market research which will
help in determining which market area will be more suitable for respective company.
 Diversification – This strategy is considered as one of the most riskiest strategy as in this
company will be entering into new market area as well as introducing new products and
services. Airdri company needs to develop new products and services which is as per
requirement of new products. this strategy include risk which can have negative impact
over organisation.
For Airdri company market development will be most suitable strategy. This strategy will
help in moving to international market area as well as meeting with the needs of new
customer by offering current products. Market development strategy will help in expanding
market share of company.
Key decision in strategy development
There are several decisions taken by organisation in order to expand business as well as
its activities at international level. Key decision taken by Airdri company will lead to have major
impact over organisation as well as help in achievement of desired objectives. It is very
important for this company to analyse and evaluate all factors while taken business decisions. In
order to develop effective business strategies key decisions which is taken by Airdri company is
related to its products and services, customers, business operations, innovation in organisation
and so on. It is essential for respective company to understand customers as well as their need
and requirement. This will help in development of effective business strategy that will help in
full fill customers requirements. Innovation play a crucial role in overall development of
organisations. So Airdri company needs to used new and innovative technology in business
operations in order to perform better and enhance business operations.
Global challenges
There are various challenges faced by respective company while conducting its business
operations at international level. It is essential for Airdri company to evaluate and analyse all
global challenges in order to perform organisational task in effective manner. Different global
challenges are mention below in detail.

Unfamiliar cultures – This is one of the major issues faced by company while performing
business operations at international level. Airdri company will face issues in understanding
culture as well as requirements of customers. Lack of knowledge about culture and beliefs will
have negative impact over organisation.
Rules and regulations – There are different rules and regulation developed by different countries.
It is very important for all companies to follow all laws and legislations that is developed by
government in order to perform business operations in effective manner. Airdri company will
have trouble in understanding all rules and regulations of new international country.
CONCLUSION
From the above report it can be concluded that it is essential for an organisation to conduct an
effective international market research in order to perform well in new market area. this will help
in understanding the market areas as well as customers need and requirements. There are
different challenges that is faced by company in global business.

REFERENCES
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