International Marketing: Scope, Concepts, and Strategies for Asda Ltd.

International
Marketing
Contents
INTRODUCTION...........................................................................................................................1
P1: P1: Explain scope and key concepts of international marketing......................................1

P2: Discuss the rational for chosen organisation wants to market globally and define several
routs towards market they can adopt......................................................................................2
M1: Examine the opportunities and challenges of Asda in context of marketing
internationally.........................................................................................................................3
TASK2.............................................................................................................................................4
P3: Explain key criteria and selection process to know when to enter in which market.......4
P4: Describe examples of different strategies for market entry with considering benefits and
drawbacks for respective organisation...................................................................................5
M2: Implement market entry strategy and evaluate criteria for Asda ltd...............................6
D1: Describe critical analysis over international marketing including how organisation should
adopt marketing strategies......................................................................................................6
TASK3.............................................................................................................................................6
P5: Reflects an overview over key arguments in global vs. local debate...............................6
M3: Explain circumstances in adoption of global or local approaches for respective
organisation............................................................................................................................7
P6: Examine how elements of marketing mix are differing in context of Asda....................7
M4: Discuss how adapt marketing mix in different global markets......................................8
D2: Develop a critical evaluation of how marketing mix is applied to range of international
contexts...................................................................................................................................8
TASK4.............................................................................................................................................9
P7: Evaluate various approaches of international market in context of Asda........................9
P8: Compare home & international orientation or the ways to assess competitive outlining for
application of approaches.......................................................................................................9
M5: Examine several marketing approaches & competitor analysis in relation to Asda and
recommend how should operate internationally...................................................................10
D3: Provide recommendations on how chosen organisation should structure in order to
enhance opportunities in international aspect.......................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
International marketing is defined as global marketing of goods and services among
different countries that is important for expansion of business internationally. Planning &
execution process, promotional and distribution procedures of goods and services is also
worldwide (Cateora and et. al., 2020). International manager is one who is responsible for buying
and selling of goods & services across the borders of national boundaries.
Asda Stores Ltd. is British supermarket retailer that deals in fresh groceries, clothing &
home products. The company was founded in 1949 with it’s headquarter in Leeds, United
Kingdom. It works with large number of employees includes 1,65,000 with operating income of
791.7 million dollars.
This report is based on international marketing of Asda with considering of scope and
concepts of international marketing. Further rational and ways of adopting international market
for respective firm are explained within the report. Criteria and selection process to enter into
international market, different examples of entry strategies with suitable advantages and
disadvantages are also consist in report. Moreover, key arguments in global vs. local debate,
analysis on how marketing mix is differ in international context discussed within report. In
addition various international marketing approaches & comparison between home and
international orientation and ways to outlining competitors for implementation of strategies are
explained within report.
P1: P1: Explain scope and key concepts of international marketing.
EPRG Framework
Ethnocentric: These are considered as business entities based on belief that come
country is superior in order to maximise business profit and reducing costs or risks for
organisation (Cavusgil and et. al., 2018). These firms conduct limited research and ignore
opportunities from international markets.
Polycentric: These are the organisations and managers that who see each and every
country unique and consider business based on run locally. Polycentric means head office of
business organisation exercise little control over activities of each market.
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Regionocentric: These businesses see similarities & distinctions in different regions
worldwide and design strategies towards them in order to expand business and raise market share
and profits of firm.
Geocentric: These rare truly known as global players who recognise similarities and
differences between domestic & home markets seek serve efficiently. It is represents
combination of ethnocentric and polycentric views that reflects thought “think global & act
local”
Scope of International Marketing
Imports: One of the most common or used scope for international marketing is importing
goods and products from international organisations and resell them in order to serve needs and
expectations of customers. It brings growth opportunities without even investing huge amount on
developing unique items (Eteokleous, Leonidou and Katsikeas, 2016).
Exports: Another important ways to market goods and services internationally is to different
countries and charge premium prices including import charges from export country that leads to
bring global image of business and gain customer awareness at broader scale.
Contractual agreement: It refers as the scope of international marketing exposes that has
greater chances for business to engage in global markets. These agreements can be made in two
ways whether licensing, co-production or through technical assistance.
Joint venture: It shows collaboration between two brand for specified period of time that
generates opportunities of growth of both companies in order to raise market share, customer
base and many more.
P2: Discuss the rational for chosen organisation wants to market globally and define several
routs towards market they can adopt.
Rational for International Marketing
Increase sales: There are several reasons to enter into international or global markets
rising sales of firm is one of them. In terms of respective organisation through marketing of its
unique goods and products into UK.
Improve profits: Another prominent reason behind global marketing of goods and
products is due to business objective of profit maximisation; international marketing has
immense impact in rising profit of respective business through satisfying consumer needs with
impressive products (Javalgi and La Toya, 2018).
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