International Marketing

INTERNATIONAL
MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P 1 Scope and key concepts of international marketing..............................................................1
P 2 Rationale and routes of international marketing...................................................................2
M 1 Opportunities and Challenges faced in international marketing..........................................3
LO 2.................................................................................................................................................4
P 3 Key criteria and selection process to enter in the international market.................................4
P 4 Different types of marketing strategies with advantages and disadvantages........................5
M 2 Market evaluation criteria and entry strategies....................................................................6
LO 3.................................................................................................................................................6
P 5 Overview of main arguments in the global versus local debate............................................6
P 6 Investigate ways in which product, price, and promotional distribution approach differs in
a variety of international contexts................................................................................................8
M 3 Evaluation of context and circumstances in which Sainsbury should adopt a global or
local approach, also highlight implications of doing so..............................................................9
M 4 Ways to adapt the marketing mix of Sainsbury in different international markets.............9
LO 4.................................................................................................................................................9
P 7 Analysis of various international marketing approaches Sainsbury can adopt.....................9
P 8 Comparison of home and international orientation and ways to assess competitors..........10
M 5 Evaluation of various marketing approaches and competitor analysis in relation to an
organization and recommendation on ways in which they should operate in an international
context........................................................................................................................................11
Recommendations......................................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
International marketing can be defied as marketing on global scale that helps
organizations in conducting business at global scale in more than one country. Global marketing
further helps an organization in conducting their business in any part of world by taking their
operations at global level (Watson IV and et. al., 2018). In order to take business operations at
global level it is important for organizations to develop their global objectives, gain competitive
advantage and sustain their business at global level. There are various kinds of factors that can
impact international marketing of an organization, some of them are: market share of an
organization, their economies of scaler etc. If a local organization wants to expand their business
at international level, there are various kinds of factors that are important for organization to be
analysed so that they can successfully enter into international market. Some of these factors are:
market entry strategy, market entry route, ways in which products and their pricing are affected
when an organization enter at international market. This report will lay emphasis upon ways in
which Sainsbury can enter into international market and adapt themselves as per changing global
market. This report will further focus upon strategy to enter global market, ways in which
elements of the marketing plan can be adapted or standardized across international markets, ways
in which marketing contributes to business strategies in an international context, and ways in
which organizations should be structured to maximize the opportunity in an international market.
LO 1
P 1 Scope and key concepts of international marketing
Scope of international marketing essentially includes exporting of goods and services in
the foreign markets. Exporter has to perform various activities for exporting are-
Establishing a branch for international marketing company has to establish its brand in
foreign country. Through branches exporters do sales in the global market and take all marketing
and promotional efforts and after sales service in the foreign market (Taylor, 2017). For establish
branch in the foreign market it need a lot of investment and ready stock. Licensing agreement is
also come under the scope of international marketing. Licensing is the agreement between the
company seeking to do business in the foreign market under industry property rights that is
patents, trademarks, technical knowledge etc. Franchising is the special form of licensing in
which franchisor gives all the authority to the franchisee to operate its entire business. The
franchisor has all the control regarding marketing, training, technical advice and stock control.
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International franchising is the more powerful form of international marketing. Joint venture and
collaboration means two or more companies came together to enter a new market. Joint venture
formed by the international firm sharing ownership and control with the local firm in the foreign
country (Gomes, Sousa and Vendrell-Herrero, 2019).Consultancy services the exporting
company offers consultancy services by taking turnkey projects in foreign countries. Exporting
company send their consultants to foreign companies to guide and direct the manufacturing
activities. Technical and managerial know-how is provided by the exporting company to
importing company. Technicians and managerial personnel of exporting company guides and
train the technician and managers of the importing company.
Key concepts of international marketing are-
Global marketing is marketing on global scale to taking global differences, similarities
and opportunities to reach global objectives. Globalisation refers to integration of markets in the
global economy. It is another international marketing concept that carries out different means of
communication such as social media, print etc (Agwu, and Onwuegbuzie, 2018). Export
marketing when company want to export products or services to the foreign countries, export
marketing is used. In this company mainly focus on the transportation of products with distinct
trade. Multi domestic marketing is a strategy assumes that customers are drastically differs from
one another in different countries or region. Product should be tailored according to their need
and wants. Business and operation activities are extended at global level. International market is
the geographical region where a company conducts its business that is outside to its local
country. This is done by company for the global recognition, through this company did import
and export of their goods or services to different clients and branches.
P 2 Rationale and routes of international marketing
International marketing is termed as the flow of business activities designed to promote,
plan, price and direct flow of goods or services of the company in the global market for earning
more profit. Different international marketing strategies are used to select the best routes for the
company; it can be done through licensing, franchising, joint venture, foreign direct investment,
Piggybacking and many more. With the increase of expansion and to enter in the global market
to increase the customer base, brand recognition and earn more profit company uses different
marketing strategies route to enter in the global market (Pach, 2019). Company can choose the
way to enter in the global market by getting enter in the global market with the existing product
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