Scope and Concept of International Marketing

This report discusses the scope and concept of international marketing, including the importance of international marketing in business. It also explores various routes for marketing the organization.

International
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Discuss scope and concept of international marketing ....................................................3
P2 rationale for market internationally with explaining various routes for marketing the
organisation............................................................................................................................4
Task 2...............................................................................................................................................5
P3 Selection and key criteria to use while entering marketplace.....................................................5
P4 types of strategies for market entry...................................................................................6
Task 3...............................................................................................................................................7
P5 Important arguments for global and local debate.............................................................7
P6 Investigation of the P's of Marketing mix in different organisational context.................8
TASK 4............................................................................................................................................9
P7 Explantation and analysis of the various international marketing approaches organisation
can adopt.................................................................................................................................9
P8 Compare International and home orientation and ways in order to assess competitors. 11
CONCLUSION..............................................................................................................................12
REFERENCE.................................................................................................................................13

INTRODUCTION
Marketing is wider wider and broader concept which requires deep level of
understanding and knowledge. In this competitive era, it is crucial to survive in market for
longer period of time (Al-Henzab, Tarhini 2018). International marketing is defined as
exchange of goods and services in foreign countries. Main aim of this report is to critically
understand importance of international marketing in business. Amazon, a multinational
technology and e-commerce company headquartered in U.S. It deals in large number of products
and services. This report comprises of scope and concept of international marketing, rationale
to become internationally, criteria for selecting international market, different marketing
strategies, overview of global and local debate, marketing mix, international marketing
approachers and orientation level.
TASK 1
P1 Discuss scope and concept of international marketing
International marketing is defined as process of carrying out marketing activities at global
scale. The scope this concept wider & is impacting upon business as well as market accordingly.
There scope of international market is further discussed below-
Ethnocentric- It refers to approach in which parent company fill the vacancy or post
role by employee of parent firm and relocating them to other country.
Regio-centric- It is type of approach in which business create or develop a international
strategies for a particular regions. In relevance of Amazon, they develop strategies in different
countries which are relevant with their businesses and regions.
Geocentric- It is another approach which is used in which strategies of international
business are carried out depending upon geographic regions such as Amazon uses these their
marketing strategy on basis of culture differences .
In international business, it includes wide ranges of applications as well as concepts
such as international legislations, international marketing, international trade, export marketing
that are mostly focused by enterprises when going with international business (Brydges, Hracs,
Lavanga 2018). Moreover, there are various challenges that are being faced in international
marketing & is further discussed below-
Cost structure-

It is major challenge which is faced by Amazon within their international business
because to carry out business activities, large amount of capital is required that leads to a
problem because all financial transactions are to be managed which is time consuming process
(Dubey, Gunasekaran, Childe 2019).
Unfamiliar market situations-
It is another challenges that is encountered within international business. In this, when
business enter into into foreign countries it too time to understand market and consumer
behaviour. Also, unfamiliar market situations arises and which leads to difficulty in doing
business. These unfamiliar market situations results in delay of executing marketing activities.
Government rules and legislations-
It is also another issue of international business in which when doing business into
another country, different government rules as well as legislations are to be followed by
Amazon. It is a difficult tasks which negative impacts upon entity overall structure.
So, above explained matter shows that scope as well as concept of international marketing is
crucial to be understood so that decisions are made appropriately. Further, it is duty of
manager of company to identify & examine challenges that are faced by international
businesses when adapting of international marketing.
P2 rationale for market internationally with explaining various routes for marketing the
organisation
Rationale of Amazon for expanding the business internationally
As international marketing is about planning and serving for international customers
satisfaction and goal accomplishment. Amazon is almost become the world popular brand and
now it want to target some other places which they have not covered yet. As it aid to get the
worlds highest profit margin and market-shears.
Different routes for market internationally
There are multiple routes through which Amazon entered into international market and
which can aid them to enter to some another country's are as follow(.Cateora, Meyer,
Gilly, 2020).
Licensing- This is the process of getting right to establish the business in the particular
area By the exchange of some amount of money and permission leniences.

Direct exporting- This is the one of the most easy route to enter into the international
market by the help of international distributors. Company just have to select one of the best
sales programmes for the distributors, which should be attractive.
Franchising- This is another most effective way of entering to the international market,
this includes the distribution and giving the right of running their same business by the
name of it, through the individual and groups of the peoples of different places. So with the
aid of this Amazon is spreading their business throughout the small towns and they can
target the villagers too with the help of this process.
Partnership- This is the process of entering to the international market with the aid of
partners for running the same business, by shearing the equal profit and lose.
Task 2
P3 Selection and key criteria to use while entering marketplace
There are the multiple criteria which should be consider while entering to the
international marketplace.
Interactional marketing objectives:
Parameters for selection: This involves the analysis and selection of the different
parameters related to the target market such as analysis of external factor's, that is political and
legal standard's, market competition force's, economical condition, cultural values etc.
Preliminary Screening: This involves the pre selection and screening of the above
discussed elements of the organisation, in order to improve and mange it according to targeted
market.
Short-listing of markets: This step involves the short-listing of supporting and non
supporting factor's in different list (Dangelico and Vocalelli 2017). Then go with supportive
elements along with the improvement of the non supportive factors for the development of
business plane.
Evaluation and selection: With the aid of above process organisation can take it further
step for the selection of the right and cost effective operational and management strategies. For
the product development and profit earning.
Test Marketing: Once the product are selected and developed then it include the sealing
of the product at smaller level to test its affectivity in context of customers satisfaction and
demands.

Commercial production: After the test marketing company can take a modification plane
and then develop it for larger customer's and market in order to achieve the goals.
Amazon is using all the above criteria in very effective way for getting the success in the
international market.
P4 types of strategies for market entry
For entering to the international market it need to follow some strategies, this is the
organisation management system who has to analyse and identify it advantages and
disadvantages. Organisation can make their brand value in the international level by the aid of
these strategies, discuss below.
Joint ventures: This is the type of business or business strategy which involves the
collaboration of two country's for shearing their resources in order to achieve the goals
accomplishment of both company's. Amazon have its joint ventures in different country's to
share the resources and profit. such as Berkshire Hathaway and JP Morgan Chase,Cloudtail India
Pvt. Ltd.
Advantages: Aid to survive in international market with shearing of required resources.
Disadvantages: This can be a causes of conflict between the employees and higher
authorities in context of profit and misunderstandings.
Direct Exporting: This is one of another important international market entering
strategy, which involves the direct sealing of products and services into different country with
the aid of distributors, foreign retailers (Kosa, Mohammad, Iand Ajibie, 2018). Amazon is now
world popular they so they can go with this approach as another small business retailers are
trying to collaborate with it for sealing their product.
Advantages: This is cost effective as with the aid of ties approach organisation do not
need to shear their profit with other ventures.
Disadvantages: Some time this can cause the lose of business due to the insufficient
knowledge and chances of cheated by the distributors.
Buying a company: This is one the most effective marketing strategy, which include the
buying of the smiler company in the different country. And this aid to develop the brand value at
the potential market.
Advantages: Its previous information and strategies aid to run the business smoothly.

Disadvantages: Need higher investment and cultural management of employees for
developing the performance power of both company's.
Task 3
P5 Important arguments for global and local debate
For the international marketing company needs to make the detail marketing and business
plan document by concerning all the important assets of international business. So it is necessary
to conduct the local and global consumers assessment or debate. A global debate involves the
planing of interactional customer's and local debate is planing for the local customers of the same
country.
Global Debate:
 It is crucial to discuss about all the aspects of the global level customers needs and
preference, then the fulfilment of all those requirements in order to get successfully at
international level (Li, Huang, Xu, 2018). Amazon is the one of the global brand who is
satisfying the needs of customer's by offering all required international services.
 Organization can get multiple opportunities by just conducting the international
feedbacks through which they can understand the present market demand and by
following it they can able to be one of the best international company.
Local Debate:
 For local market profit and customer's satisfaction it is crucial to make an strong
customer relationship.
 Local market is not that much huge as international market so it posses less opportunities
but organisation can get profit from local market by just concerning the demand of local
customers.
 For local market success it is is important to business plane should go with the consumer
and product trends.
From the above discussion it is clear that as international company Amazon need to do the
proper debate for developing the strong international businesses plane with all the required
assets(Lin, and Chang 2017).

P6 Investigation of the P's of Marketing mix in different organisational context
Marketing mix is comprises of the combination of several marketing Ps such as
product,place, price, promotion and so on, it involves the development of different marketing
aspects in order to get the best marketing strategies for the success of the business, for
international market it the best tool to get the marketing edges over international competition.
Marketing mix for the amazon is given below.
Product: This is the first important element of the marketing mix, which should be
consider in the marketing plan in order to get higher revenue from exchange of it. Amazon is
doing the well for it they conduct the market research for the identification of the customers
needs in order provide the customers satisfactory product, which giving the higher profit.
Place: It involves the place of operation and place of target market. Amazon is
segmented their business throughout the different country's for the higher profit and almost
provide their services at both ruler and urban area. But in some villages they are not connected so
they need to develop their network at those areas too.
Price: It involves the selection and development of the appropriate pricing strategies in
exchange of their goods or service with the consideration multiple factors, such as profit
merging, tax, cost of business process etc. and this should be relevant and customers satisfactory.
Amazon is using competition pricing strategies, by comparing with the different competitor and
country pricing.
Promotion: This is the one of the most important element of marketing planing which
involves the selection of best advertising method's in order to inform and aware their customer's
about products and offers (Luna, 2020). Amazon is using multiple promotional activities for
international marketing such as social media, TV, infographics and all.

TASK 4
P7 Explantation and analysis of the various international marketing approaches organisation can
adopt
As International marketing is the proses of promoting and treading of products and
services throughout the world and for this it need to conduct different approaches in order to get
success in it. So there are the multiple types of approaches which should be implement by the
organisation and for its profit. The complete explanation and analysis of international marketing
approaches are given below (Paul and Mas 2020).
B2B: This can be a one of the best approach for international marketing, it involves the
connecting of the one business to another for marketing support. As whole seller to the retailer
and from retailers or whole seller to the suppler company for market and sealing the product
throughout the different areas of the world. Amazon is the international company provide the
services throughout the world with the aid of B2B approach sealing the products of other small
and big organisation through its network and get profit from it.
Advantages: It context of Amazon it is beneficial because they don't need to invest products
they just have to trade it.
disadvantages: This can be some time problematic due to the profit shearing.
Inbound marketing: This is one of the very crucial approach, which includes the
attraction of the customers towards the goods and services by the aid of social media and
internet. This purpose is to inform and aware the peoples about products and services with the
help of content like infographics, blogs and social media contents. As Amazon is promoting their
services with the aid of this process throughout the world such as by Facebook adds, you tube
video clip promotion and so on.

Advantages: It aid to spread the information throughout the different location at same time.
Disadvantages: It can be harmful in terms of strategies duplication (Sant, Davies, Pashby
2018).
Outbound marketing: This is the process of promoting the products and services with
the aid of traditional promotional strategies such as TV adds, printed advertisement, radio,
newspaper adds and so on. Amazon promote their product internationally with the aid of TV
adds, online live TV adds etc.

Advantages: It can give the quick result of the investment.
Disadvantages: This can be consider as unwanted and spam.
Centralized vs decentralized marketing activities:
Centralized marketing Decentralized marketing
This involves the running of the business
strategies and planes according to the single or
one of the central authority for every target
country.
This involves the distribution of the planing
and strategies management responsibility
throughout the different groups of the
country's (Thanki, Govindan and Thakkar
2016). Amazon prefer this approach for their
international business marketing and
management.
Advantages: Advantages:
It is beneficial because it aid to control the data
easily.
It aid to provide the specific services on then
basis of different country.
P8 Compare International and home orientation and ways in order to assess competitors
International and home orientation is the process and way of developing and applying the
productive management and marketing strategies along with the development of positive and
productive work environment for national and international businesses.

International orientation Home orientation
 This involves the is analysis of
international business dynamics, rules
and regulations in order to develop the
productive business plan. Amazon is
running international orientation in
order to make the international
satisfaction business plan (Vassileva,
and Nikolov, 2016).
 It involves the analysis of international
cultural values.
 Social trades identification of different
country's.
 It involves the analysis and
management of international external
environment factors for their business
strategies.
 This includes the analysis of national
level business strategies and along with
the identification business rules and
regulations for organisation.
 This focus on the national level culture
and social trades to produce the
customers satisfactory products. Along
with the management of external
factor's.

CONCLUSION
From the above study of the international marketing it has been analysed that for running
international business. It is important to do the market research along with the selection of right
marketing approach (Inbound marketing,Outbound marketing), routes (Licensing Franchising-
Partnership), criteria (Parameters for selection,Short-listing of markets,Commercial production)
and the identification of beneficial opportunities in international level for the organisation
establishment and success. So company can go with development of effective international
orientation with the aid of marketing mix in order to get successfully at international market.
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