International Marketing: Strategies and Challenges

INTERNATIONAL
MARKETING
1

Contents
Contents...........................................................................................................................................2
LO1 Demonstrate an understanding of how marketing contributes to business strategies in an
international context........................................................................................................................3
LO2: Evaluate entry to a selection of international markets and define the key success factor......8
LO3 3 Investigate how elements of the marketing plan can be adapted or standardised across
international markets.....................................................................................................................10
LO4 Demonstrate an understanding of how to organise and evaluate international marketing
efforts (multinational, global, transnational, meta-national, etc.)..................................................11
CONCLUSION..............................................................................................................................11
REFRENCES.................................................................................................................................12
2

INTRODUCTION
International marketing is define as the special branch of marketing which is deals with
marketing at global level. This strategy is used by organization to expand their business at global
level. For understand the concept of international marketing IKEA has been taken This
organization is based on Netherland it is Swedish company which deals in selling furniture,
home accessories and kitchen product to their customer. In this report the scope and importance
of international marketing the strategies and method through which personals enter into the
global market has been define in specific manner. It also includes the factor and elements effect
the international market and rule and regulation require before entering into the global market .It
consider all the international, national and local marketing approaches and opportunities and
challenges organization faces during the time company enter into the market.
LO1 Demonstrate an understanding of how marketing contributes to business strategies in an
international context.
Introduction to company & current market
Scope & concepts of international marketing
International marketing can be defining as the trade of business activities beyond the limits of
territories of nation. In other words international marketing is a branch of marketing which is
related with the use of marketing strategies for grow and enhance market in other countries.. In
the international marketing all the strategies related to communication exchange of serices are
offers at international level which are help in fulfilling the expectation of customers.
It is the application which helps in satisfying the want and desire of the international customer by
using the principle of marketing .it ls know as global marketing. it help in using marketing mix
and customize it as per the requirement of personals belong from different nation.
International marketing is useful in enhancing the scale of economy as well as spared target
market area .Organization will be able to spread their market and share an us developed the
business cycle (Qiu, 2014).
3

Scope
International marketing is define as the operation of business activities which run in other
foreign countries. In this good and services are flow for one country to another country. The
main purpose business organization use international marketing strategy to enhance their
business at wider level and build strong position in market. At the present time the market
competition rate is too high thus it is very hard to maintain the position in the market for this the
organization use international marketing to increase their number of potential customer. For use
the strategy following are the way which organization choose
Imports: It is one of the most useful strategy of international marketing . In this organization
import raw material and other essential product from foreign countries and sell them in the
domestic market with the local customers. In this type of strategy if international marketing the
company need to pay customer duty tax , and loyalties.
Exports: This type of mode of international marketing help business organization to spread their
area in effective way. Business organization export raw material and product as well as their
service to other countries and earn high return . It is helpful in generating more profit for the
business organization.
Contractual agreements: In this type of mode organizations comes into contract with other
countries organization they deal their business to explore the trade in international level by
making equal effort .This contract is made for limited time period and all the essential
knowledge and information are describe in systematic manner in this contract .
Fully owned manufacturing: When companies are internet in foreign business then they
established their business unit in specific foreign country The main elements which effect the
companies to spared their business in countries is the cost deferential, tax value trained trade
barriers of competitors preference (Griffith and Lee, 2016).
Key Concepts:
Following are the concept which are related with the international marketing concept
Domestic marketing: In this type of method the company is only focus to the local customers and
local market because they are of interest in international marketing. They have no intention to
spared their business in international level.
4