International Marketing: Scope, Strategies, and Challenges

This document provides an in-depth analysis of international marketing, focusing on the scope, strategies, and challenges faced by companies. It explores different approaches to international marketing, such as global vs local market, and discusses the implications of globalization. The document also examines the barriers to international trade and provides recommendations for ZARA, a leading fashion brand, to enter and succeed in international markets. It covers topics like product, pricing, promotional, and distribution approaches, as well as the rational for using a global approach and the critical evaluation of marketing mix factors. The document concludes with an exploration of international marketing approaches and the orientation of companies towards their home and international markets.

International
Marketing

INTRPODUCTION ...................................................................................................................................3
PART 2 ...................................................................................................................................................3
P5 Global vs Local market .................................................................................................................6
P6 Product, pricing, promotional and distribution approach differs in international context...........7
M3 Rational for using global approach and implications...................................................................7
M4 Marketing mix into international markets...................................................................................7
D2 Critical evaluation of marketing mix factors ................................................................................7
PART 3...................................................................................................................................................8
P7 International marketing approaches.............................................................................................8
P8 Home and international orientation ............................................................................................8
M5 Competitor analysis and recommendations ...............................................................................9
D3 Recommendations to maximise international market opportunities ..........................................9
CONCLUSION ......................................................................................................................................10
REFRENCES ..........................................................................................................................................11
INTRPODUCTION
International marketing can be understood as one of the most effective marketing
strategy which is based onto developing high end business expansion and developed working
scenario where all functional parameters are highly focused to attain high developed synergy

of huge optimisation success. ZARA is one of the biggest brand of fashionable products in
UK industry offering large innovative products and services with large factors of innovation
within the funnel of business development. With higher market proposition the brand seeks to
expand onto new working paradigms of international market with high globalisation and
functional efficiency gaols. The report explains international marketing scope, its factors of
importance and how the company can develop long term business positioning into the high
extended business segments where there is stiff competition. The report has also discussed
various entry strategies into into international market where there is wide synergy of
competition and higher working gaols forming development. The report brings forward how
new rational marketing factors can be undertaken to be brought under various business goals
which will also promote wide factors of business and develop long term synergy of market.
ZARA for effectively developing strong business position for itself into international market
and for building strong synergy of working fundamentals have to optimum functionally
operate wide scale development among various horizons and also program out best functional
paradigms to actively use various resources.
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PART 2
Domestic marketing orientation: It can be understood as an approach to business for
company to prioritize identifying the various needs and desires among consumers and
building portfolio of products which hold the satisfaction criteria. Zara will be able to
develop strong market orientation within domestic market by bringing on higher attractive
market needs, keen scenario of working efficiency with high innovation and fashionable
Multi domestic market orientation: This strategy assumes consumer’s market share in
different countries or various new geographical regions where ideas of marketing and
promotion of business value are highly different innovative. Products are interlinked from
each market based on consumer wants and needs for higher expansion and in ZARA context
it can be understood as higher diversification of business avenues.
Global marketing strategy: This strategy encompasses countries from several different
regions in world and aims to coordinate company innovative marketing efforts in markets

among the countries. GMS does not necessarily enable various countries but it should also
apply several regions onto various new parameters and to determine high end global
expansion within the set paradigms and to reach larger profitability along with goodwill
among consumers market share.
P1 Nature of international marketing:
Challenges and risks
Political risks, cultural differences, changes in fashion and varied styles of foreign customers
along with sudden war, changes in varied government riles and higher communication
challenges for companies to program out new cultural phenomenon’s for higher innovative
marketing paradigms. ZARA has to strategically plan further investments and higher level of
innovation within vision world to program out strategic entries within international market.
The competition is highly intense as broader market is available along with requirement of
broader competence to deliver high growth innovative marketing segments among consumers
market world within international market share.
Scope of international
Export: ZARA company can build its international marketing factors by developing its new
countries market share and export is one of the main component of building new official
avenues to more technically gain higher international market paradigms within global
fashion industry.
Import: Importing at international level of business will enable to get high developed
resources for innovative business functioning, higher innovation business functioning at
internal business development which will keenly work towards progressively building strong
paradigms of business functions.
Re export: The export of business functioning gained from exporting of business paradigms ,
goods and various other products, services are focused to built the synergy and production of
higher fashionable market share industry for provocative industry.
Rationale for company going into international market:
Domestic market small: ZARA for gaining strong international market ahs to built new
international market positions for itself, which will not only leverage strong proposed

business value of higher innovative commercialisation but also able to stop the limitation of
small domestic market.
Slow growth: The domestic market has slow growth factor where ZARA not only faces slow
growth and limited business functioning, but also the global market share with various new
brands and companies are giving tough competition.
Competitive pressures: High pressures from external new brands and companies coming
within new world business empires.
Economies of scale: There is higher revenue potential hidden within diversification of
business administration where new business avenues and larger composed business share
among companies give scope of higher innovative economies of scale.
P4
Pros and cons of different routes
Licensing
 Benefits: Licensing will enable legally ZARA to position itself as big brand and
develop strong business value among customers market share where there is high
level of competition.
 Limitations: Lots of regulations and hectic procedures.
Joint venture:
 Benefits: Joint venture will enable to enter progressively with another brand already
established in country where the business can be further more developed into higher
structured formats, with innovation.
 Limitations: Higher interferences form another brand may impact on goodwill.
Contract management:
 Benefits: There will be higher effective business development in international market
where the contract management is highly effective to keenly bring stronger working
paradigms for longer efficiency for Zara.

 Limitations: Higher limitation of new functioning levels which will not able to bring
stronger working paradigms, and neglect the fluency of working operations.
Ownership:
 Benefits: ZARA will be able to develop stronger ownership among international
countries by building new international ownership avenues.
 Limitations: ZARA may face long term business efficiency as shareholders and
business partners may face difficulties to bring on new fundamental functioning’s.
P3 Barriers to international trade
Socio cultural: ZARA may face higher difficulties to build strong social culture standards
while developing its position into world, where various countries have different social
cultures.
Legal and political: The legal and political factors are impactful highly for brand business
functions.
Economical: The customers market share is also impacted with economic .standards by
which brand has established its position for more evocative business functions.
P5 Global vs Local market
Global market is wide and has various expansion strategies with wide customer share
potentialities and innovation along with developed working scenario which will also promote
high scale infrastructure and business positioning, The global market is vastly changing with
large diversification and various new brands coming up to generate long term business
factors and profitability where ZARA can look upon high developed working scenario. On
other hand local market is the domestic market where the company is headquartered, in
context of ZARA it is UK. There is very limited opportunity for expansion and
diversification factor within the local market as the customers market share is limited and
also there is less technology involved which limits the infrastructure and marketing factors
(Madura, 2020).
 Globalization can be understood as wide procedure of interaction within global
business segments among customers, new countries business segments and

government positions worldwide with stronger effective marketing paradigms and to
bring on innovation.
 Globalisation can be understood as wider business opportunities through opening up
of business getaways, new marketing channels and digital business space where
brands are building new space within global business hemisphere.
Issues of globalization are:
 Changing external political situations within various countries business segments
holds various risks to pertain onto new rational work extension.
 Varying external market factors with changing business situations and fluctuating
currencies of countries also give challenge to globalization.
 The external climate changes coming up has also been seen as one of the challenge of
globalization to bring effective developed functional efficiency onto business
operations.
 Adaption can be understood as an approach of detailing the differentiation at present
existence within products and services for gaining higher profitable business revenues
which is also one of the raising challenges faced with rise of globalization.
Standardization is approach for increasing the commonality of product for easy
availability of products and services, within supply chain management. Zara may face
these issues within business world with increasing paradigms of globalisation, t
leverage onto wider scale services for gaining strong place among consumer goodwil.
Conclusion and Recommendations of (P1-P4)
Zara to enter with strong business metrics and position value for building ots position into
international global market have to work onto wider innovation and creativity within
fashionable outputs and services pertaining to customers preferences where there are wider
working fundamentals. Globalization has opened up wider scope for entering and positioning
itself into business world with partnership, business venture options of business expansion
through which strong viable position is developed.

P6 Product, pricing, promotional and distribution approach differs in international context
International marketing can be successfully established within the company businsess
concepts when the marketing factors and channels are highly dynamic and as per the
customer’s preferences for large successful development. ZARA have to vitally look upon
building high quality products, best pricing at a competitive level and strong promotional
factors for gaining large customers strength and towards building cost effective production
channels which will enable company to deliver best fundamentals. ZARA has to analyse the
vest rational factors within the international market where the planning of further expansion
is focused for generating wide developed working scenario and to develop long term
goodwill on global paradigms (Ferdous, 2019).
M&S is one of the most developed retail company coming up within business scenario
industry where it has business functions to captivate strong marketing development with wide
fashionable products and services. Marketing mix will enable to differentiate effectively
between Zara and M&S based on their countries positional elements which makes them
highly available to customers depending on their preferences.
 PRICE: The Zara brand has much affordable pricing as compared to M&S and among
products, services are highly spread to improvise its strong position within world
paradigms. The prices are an important segment to differentiate customers choices. M
&S pricing of products and services are rather costly which may impact further for
building strong place among consumers market./
 PLACE: The Place factor enables us to analyse that Zara for entering into
international market such as China have to work on innovation to factorize more
captivating fundamentals for reaching wide customers. M&S has wide scope within
UK countries and world with situated in world with various number of stores.
 PRODUCT: The product factors of ZARA is more innovative, with high fashionable
outlets and services, but as compared to M&S it needs to invest further for more
active development with higher innovation.
 PROMOTION: Digital marketing holds the major promotion opportunities within
dynamic business world and to develop wider scale functional efficiency for
pertaining onto wider scale new customer segments and higher profitability segments.
M&S and Zara both are using digital media for marketing within global customers.

M3 Rational for using global approach and implications
The rational for using global marketing approaches can be understood by the fact that
ZARA aims to be highly diversified in business segments and in programming high
innovation among all marketing channels to built global position for itself. The comapny
ZARA by using global marketing factors to expand into new customers segments have to
focus onto gaining developed synergy of globalisation where untapped countries have wide
opportunities of high profitability and stronger goodwill onto international markets.
Implications of the expansion into international market will be that ZARA can build strong
portfolio of business into varied business segments and variably develop string business
networking (Maggiori, 2017).
M4 Marketing mix into international markets
Marketing mix into international markets by ZARA will be focused to effectively
program out innovation into marketing, price factor being highly stable and placing itself into
wide expanded international market which is highly competitive with changing business
scenario. ZARA has to determine various new marketing mix innovation factors to generate
high developed working scenario and high developed international marketing factors
(Hollensen, 2019).
D2 Critical evaluation of marketing mix factors
The marketing mix factors have the potentiality to develop wide international market
where there are business opportunities to gather high extended customer segments and
marketing mix factors need to be strategically formulated for development of large
profitability. ZARA wit strategically develop new functional channels for its proposition
among the international market where there is strong synergy and diversity among customers
which can be targeted with strong marketing factors along with high innovation programmed
into business (Marti. and Javalgi,2016)
PART 3
P7 International marketing approaches
Centralised approach of international marketing can be understood as the method
where marketing team at headquarters makes most of the various marketing decisions and the
plans which enables in executing marketing programs. At this approach ZARA marketing
department has to work with high expansion and international market factors which will

enable to direct exporting of products and services to in-country subsidiaries. Another
international marketing approach is decentralized marketing programs, marketing functions
and decision making are innovatively pushed output into the field. At this approach products
are heavily innovative and significantly localised in order to be sold more among customers
developed market share where there is wide expansion option left for company to develop
large diversified into business projects (Meyer. and Peng, 2016).
P8 Home and international orientation
Home orientation can be understood with the fact that the company is orienting new
products portfolio and services within the already established market segments where the
company is presently working. The home orientation can be more functionally developed into
various arenas where the company can innovatively extend its marketing factors to new
segments of customers but within the local domestic geographical market where all services
are limited and product shall be developed and focused into only domestic market.
International marketing orientation can be understood as the method where ZARA has to
program on new synergy factors of new innovative products and services to develop onto
new untapped countries market and can work onto new trends to bring on more diversified
business services (Sinkovics,Richter and Schlaegel, 2016). ZARA can successfully program
out its marketing factors within international marketing segments by working on social media
promotion and gaining large diversity to bring on strong successful hosting of all services.
The international market orientation holds various big opportunities to analyse various
parameters onto which ZARA can work on for gaining strong diversity among business
factors and regenerate long term business position by analysing the already established
competitors. The wide market analysis and industry factors among various companies into
international markets can be done by working towards structuring the data from social
media handles and google optimisation which will further add on building long term
business factors of goodwill. ZARA can successfully host wide international market
orientation by using latest promotional patterns and decisions to develop wide high scale
innovative marketing factors which will promote the higher business goals. Varied customer
market customer preferences can be analysed and the company can successfully develop
strong business factors onto which high yield of technical advancement can be relevantly
programmed. (Vellas, 2016).

M5 Competitor analysis and recommendations
Competitor analysis is highly important for gaining strong factors of diverse business
positioning and factors onto which large strategic planning can be formulated for gaining
wide operational efficiency among all products and services. The customer’s analysis is one
of the most high developed parameter which will not only enable to implement strong
international marketing gaols and to promote large international position for itself within
global business position. ZARA has to develop various competitors’ market metrics onto
developed synergy factors where technology can be used to successfully host itself into new
market positions and develop new products of fashionable preferences according to
customers. Recommendations are that for international marketing orientation ZARA shall
also invest in training of employees and the human capital which holds various further
opportunities and diversification to generate strong positional fundamentals. ZARA can
successfully host various new marketing trends and policies which will enable to develop
long term synergy among customers markets share factors (Zucchella and Magnani, 2016).
D3 Recommendations to maximise international market opportunities
ZARA for maximising its position and developing wide international market
opportunities have to actively work on high innovation among all channels of marketing
where there is wide business opportunity and work on investing high effective resources to
gain strong market share factors under wide business opportunity. ZARA can also program
on new synergy of working fundamentals with large creative business functions which will
enable to generate higher functional operations, keenly leverage larger profitability factors
and also develop stronger working networks fir technical advanced services. The company
can also look upon hiring best marketers and technical’s with large expansion and higher
diversity to bring on larger working avenues into international markets where retail
companies are facing huge competition from each other.
CONCLUSION
This report can be concluded with the detailed analysis on the scope and essentials of
international marketing where there are business opportunities and further diversification
factors which will enable ZARA to develop strong position for stronger business focus. The
report has concluded business functioning of ZARA which is one of the best retail company
to be operating its business within UK industry which is planning its further diversification
and expansion into international market where high competition are there between various

companies. The report has concluded partnership international marketing strategy where
ZARA can host various new marketing segments and develop the wide synergy of innovation
at work which will aid in gaining higher synergy of technology advancement (Laverie,
Humphrey and Bolton, 2018). There is wide synergy of stringent marketing which has built
high diversified business competition for itself and the research paradigms also need to be
technically advanced for gaining strong position among global business positions. The
conclusion also explains how varied business activities and marketing of new innovation
business succession can help to generate strong innovation at work under which higher
technical advancement can be further added.
REFRENCES
Books and journals
Hollensen, S., 2019. Marketing management: A relationship approach. Pearson Education.

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brand perceptions and marketing behaviors. International Journal of
Research in Marketing, 33(1), pp.27-41.
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Mapping and Integrated Marketing Communications for Omnichannel and
Digital Marketing Education: An Abstract. In Academy of Marketing
Science Annual Conference (pp. 205-206). Springer, Cham.
Madura, J., 2020. International financial management. Cengage Learning.
Maggiori, M., 2017. Financial intermediation, international risk sharing, and reserve
currencies. American Economic Review. 107(10). pp.3038-71.
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international business research. International Marketing Review.
Vellas, F., 2016. The international marketing of travel and tourism: A strategic approach.
Macmillan International Higher Education.
Zucchella, A. and Magnani, G., 2016. International entrepreneurship: theoretical
foundations and practices. Springer.