International Marketing: Scope, Concepts, and Strategies

This document provides an overview of international marketing, including its scope and key concepts. It discusses the rationale for marketing internationally and describes various routes to the market. It also explains different market entry strategies, along with their advantages and disadvantages.

International
marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1:...............................................................................................................................................1
p 1: Analyse the scope and key concepts of the international marketing...............................1
P 2: Explain the rationale for it to want to market internationally and describe the various
routes to the market the organisation......................................................................................2
M1: Evaluate the opportunities and challenges that marketing internationally present to the
organisation............................................................................................................................3
L O 2:...............................................................................................................................................4
P3: Evaluate the key criteria and section process to use when considering the which
international market to enter:..................................................................................................4
p 4: Explain the different market entry strategies, including the advantage and disadvantage .\
................................................................................................................................................5
M2 : Apply the market evolution and entry strategies for the organisation. ......................6
LO 3:...............................................................................................................................................7
P5 : present an overview of the key arguments in the global versus local debate ................7
P6: investigate, how the marketing mix approaches differs in the variety of the international
market place............................................................................................................................7
M3: Evaluate the context of the organisation should adopt a global or the local approach and
highlighting the implication ..................................................................................................8
M4 : Determine how to adapt the marketing mix of organisation in different international
markets...................................................................................................................................9
LO 4.................................................................................................................................................9
P7 Explain and analyse the various international marketing approaches your client
organisation can adopt..........................................................................................................10
P8 Compare home and international orientation and ways to assess competitors, outlining the
implications of each approach..............................................................................................10
M5: Evaluate various marketing approaches and competitor analysis in relation to the
organisation. ....................................................................................................................11
Conclusion:....................................................................................................................................11

References : ................................................................................................................................12

INTRODUCTION
Marketing refers to the process of the selling the goods and service of the organisation in the
tarted market place by promoting and adverting effectively in the market. International
marketing is defines as the process where the company carry out its business activity from more
one country and offer the goods according to the demand of the customer so that they can
capture the new market place and earn the profits margin in the long run. Under this report, the
Cafepod coffee organisation which is working in the UK market and having the headquarter in
the London market place and looking forwards to expand at the international market. Further
there will be discussion on the scope and various concepts of the international marketing which
helps them to make the effective strategics to entry the market and examine the comparison
among the local and international work related places.
LO 1:
p 1: Analyse the scope and key concepts of the international marketing.
Concepts :
international marketing is a method where organisation perform their task and activity at
the larger extend in the market which leads to growth and development of the organisation in the
market. Under this concepts, the organisation identify the targeted audience and satisfying the
needs and desire of the customer which helps them to more customer in the market and take the
lead in the competitive market and in the local place in the relation to the cafePod coffee
company offer the soft drinks to its customer in the local market and planning to grow their
business at the international market by providing the new good in the from of the healthy
shakes. The management are planning to expand in the china market as this place helps the
organisation to maximisation the growth of the organisation and increase the market shares and
earn the profits (.Rana, Salwan and Anand, 2017)
Scope :
there are larger and wide range of the scope for the organisation to operates at the
international market as they are working in the many place at the global market which helps in
having more customer towards the organisation goods and service which leads to better growth
of the company in the long run. Some of the effective scope are as follows:
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 the organisation are operating at global market which helps them to have more customer
by offering them service according to their wants and desire and that also helps the
organisation to get success and increase their productivity.
 Working at the international place, the organisation can collect the information about the
new trends and culture so that they can make the effective changes in the product to
attract more customer in the worldwide market place.
In the relation to the cafepod organisation are working in the global place which helps in
increasing the sale in the market and are bale to build the strong brand image in the various
market place . With the help of international platform, the organisation the are able to have
effective and good quality of the raw material which helps in making the effective product and
service that leads to growth of the organisation in the market .
P 2: Explain the rationale for it to want to market internationally and describe the various routes
to the market the organisation.
The rational for the working at the global market place, is that the organisation have
customer present in the international market , taking the benefits of the rival organisation and
gain the desire level of the profits in the long run. Some of the effective reason to work at the
global market are as follows:(Rana, Salwan,and Anand, A., 2017)
it helps the company to improve their productivity at the international market and capture
different market .
It also helps in maintain the proper balance political conditions in the market so that they can
perform the their task in the most profitable manners.
The aim purpose of the organisation is to work at the international market which will enhance
their growth rate in the long run and have goodwill in the targeted market place by giving the
new favour in the coffee and give the healthy shakes to the customer so that they can fulfil their
needs and wants .
There are different kinds of the routes which organisation uses to expand their operational
activities at different location.
Direct route: here the organisation uses the direct means to reach out the customer
where they can sell their goods and have profits in the long run. The manager of the organisation
can use various modes such as sale representatives person, websites facilitates , mail to contact
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with the target customer in the long run. For example, the website is used as the direct means
where they can place their innovative goods and add the new product for the customer in the
long run.
Indirect route :
where the organisation comes in contract with the third or the another party to influence the
customer to purchase the goods of the organisation in the market place. Some of the channels
are as follows :
alliance partners: it is concerned as the effective route to organisation which helps
them to work at the international level to provide their goods and serve the large audience.
These partners helps in advising the organisation to provide the perform better in the
international market place.(Pedada,, Arunachalam and Dass, 2019)
Channel partners: these people helps the organisation to understand the demand of the
customer in the market so that they can give the needed product and achieve the desire market
in the lng run. In the context of the cafepod organisation, these routes helps them to save the cost
and time and achieve the desire goods and services.
M1: Evaluate the opportunities and challenges that marketing internationally present to the
organisation.
There are various opportunities as well as the challenges that organisation faces in the while
having the international marketing plans . With the references of the cafe pod organisation have
more number of the customer which leads to increase the profits margin in the long run and take
the competitive advantage in the target segment place. The challenges that organisation
observe is that identifying the need of customer is difficult as their taste and preference keeping
on changing from time to time which can harm the organisation performance at the
international market and also face issues in following the different government laws at the
management level.(Zeneli, Czinkota,. and Knight,, 2018)
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L O 2:
P3: Evaluate the key criteria and section process to use when considering the which international
market to enter:
Before entering into the international market place, the organisation needs to examine the
various section process which helps them to enter into international market place . In the context
of the Cafepod organisation some of the criteria modes are stated as below:
cost of labour : the Cafepod organisation are looking forwards to expand in the china
market where the cost of the employees are low as compared to the UK employees so that they
can enter in the proper and productivity manners.
Life style of the people: the organisation needs to make the examine the lifestyle of the
customer so that they can offer the healthy drinks to its customer and these clients stay loyal to
the organisation for the longer period of time . In the4 relation to the cafepod , the organisation
see the opportunities to examine the market and requirement of the customer so that effective
results can be seen ( Nisco, Papadopoulos, and Elliot, 2017)
Growth potential : it is important criteria which needs to be examined before entering
into new market place , this shows the potential the china market holds for the organisation
goods and service so that good results can be obtained in the targeted market place.
Market selection: it is another essential part of the examining the market by the
organisation so that they enter into productivity manners.
International marketing objectives : here the leader of the organisation make the objective which
are needed to be fulfilled by organisation such as growth of the company in the market place,
level of profits.(Hapsari, Stoffers. and Gunawan., 2017)'
Parameters of selection: the cafepod organisation make the effective parameters before
entering in to the market such as global and local environment conditions, market and political
conditions and competition present in the organisation.
Short listing market place. Here the manager of the organisation select the market after
setting the parameter so that productivity market can be chosen in the market place. The
market where the customer can easily reach out the customer and they understand the benefits of
the organisation product so that company can achieve the desire profits level in the market place.
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Test marketing : after choosing the market, the organisation need to place their goods in
the market place so that they can see the reaction of the customer and make can changes which
needs to be made in the goods.
Commercial production: here the manger of the company goes with the mas
manufacturing the good and provide the good to the customer at the by distributing channel at
the international market place.
The organisation have to understand the market place so that proper marketing plan can be
formed which leads to expansion organisation goals at the international market place so that
desire profits can be achieved within the set time period.
p 4: Explain the different market entry strategies, including the advantage and disadvantage .\
There are different kinds of the strategies used to enter into the targeted market , some of the
them are sated as below:
franchising: it is method where the organisation provide the another company to carry
their business under the organisation name, tittle and aim business activities so that they can
enhance their market and earn the profits in the present as well as in the long run. This process
helps the organisation to work at the different location at the same time and provide the service
under the name of the organisation in the market places.
Advantages: it is benefits for the organisation as they are able to open their new
branches at the different international market place. The manager are able to have more
consumer and clients present in the international market places . I(beh,, Crick. and Etemad,
2019)
Disadvantage: there are some restriction on the third party to run the business in the
proper manner which affects the organisation profits margin in the long run. Sometimes the
third party does not perform the task in the proper manners.
Partnership: it is mode where the organisation come in partnership with the another
organisation so that it is easy for them to perform the business action in the most effective
manner and it is also helps in expanding the market share by selling the product and service in
the market place. There two or more organisation can come in agreement to run the business in
the effective ways and share the profits and loss from the business activities. The cafepod
organisation make the partnership deal with the another company to attract more customer from
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time to time. This mode is beneficial for the organisation as it helps them to achieve the target
market with the profits in the long run.
Advantage : it helps the organisation to expand at the large extend by selling more
product at the various location which leads to increase the market share in the targeted market
places. This method helps in reducing the cost of the product production and helps in better
outcomes in the market places.
Disadvantage: here the partner have limited resource which affects the business
operational and performance of the organisation in the long period of time.
Joint venture : where the two companies agree on the terms and condition to carry out
the business in the systematic manner so that they are able to capture the targeted market place
and earn the profits and revenue in the shortest period of time. Here the two company combine
their marketing plan and course of action to enhance their market share that will leads to more
profits in the organisation in the long run. Here the company finds out the investor who can
invest in their business so that they can work in the systematic manners and achieve the
objectives within the set time.
Advantage: it is helpful for the organisation as they able to plan their business in the
most profitable ways and systematic manner that will give them the profits in the market place
and have competitive edge in the market place.
Disadvantage: the major drawback is that organisation have to invest lot of money in
their process which reduce the market share in the target sector.
M2 : Apply the market evolution and entry strategies for the organisation.
The cafepod organisation have to make the market evaluation which leads to growth of the
organisation and achieve the desire level of profits and helps in building the goodwill at the
various target market place. The organisation needs to examine the market size and productivity
of the market so that they product is acceptable by the customer and become the loyal customer
for the organisation and stay with the company for the long time place. The manager needs to
evaluate the various different kinds of the market and make effective strategies which the help of
strong marketing plan for the management of the organisation to achieve the goals.
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LO 3:
P5 : present an overview of the key arguments in the global versus local debate .
The international marketing is modern and effective mode to grow their business at various
different kinds of the market place. It provide more sale that will increase the profits and
generate the more revenue in the market place and take the competition in the positive ways and
lead the market with their goods and services. With the international marketing the
organisation are able to have more consumer in the market that will helps the company to capture
the target section over the another competitive organisation .
Whereas, the local marketing is old methods to promote the organisation goods as they lack the
effective resource and not having good quality of the raw material that affects the organisation
performance at the market . Another point is that , organisation are not able to reach to more
number of the customer and that effective their profits in the work place.
The local marketing is for the company who have work at the domestic level and carry out their
performance according to the need of the organisation. These methods don't help the organisation
to expand their business at the another nation as the local marketing lack effective plan.
P6: investigate, how the marketing mix approaches differs in the variety of the international
market place.
Marketing mix refers to the mode or the process where the organisation place their product at the
right kind of the market place and so that customer can use them in the proper and productivity
manner and satisfied their need by using such kinds of the good . Under this mix, their are
different types of the p's such as product, price, place and promotion that will helps them to carry
out their work in the most systematic manners. This mix helps the organisation to finds the good
which customer are looking in the market at the right kinds of the place and time. Every place
have customer which have different taste and know different language and culture background so
the organisation have to make effective plan. (Shoham, 2017)
Marketing mix London China and international market
Product Here the organisation provide
the organic and health drinks
which serve the purpose of the
customer needs and desire.
The company offer the new
and different variety of goods
to the customer according to
the demographic basis or
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requirement of the new place.
Price The manager uses the pricing
strategics that helps them to
gain the profits in the market
as consumer know the
goodwill of the organisation.
Different kinds of the pricing
strategy are formed to work at
the international level like the
competitive and skimming
pricing.
Place
promotion:
The organisation provide their
good at the current market
place .
Manger uses the mode such as
internet, TV and various
another online modes to make
the consumer aware about the
organisation services.
Under this part, the
organisation are place their
good at the different place so
that more consumer can used
them.\
several promotion and
advertisement methods are
applied to make consumer
informed by the new good and
services offered by the
organisation.
these marketing mix provide the plan to adverts the organisation good in the profitable place
where they can gain the more profits and have capture the variety of the goods and make strong
brand name in the international platform.
M3: Evaluate the context of the organisation should adopt a global or the local approach and
highlighting the implication .
The cafepod organisation needs to adopt the international marketing approach as they are
planning to enhance their market in the china and various another international market so they
need advance approach to have effective marketing style that will improve their performance
and have more share in the various places. The implication of the international method is that it
leads to grow their operational and functional actvitites in the large scale which helps in
achieving the organisation gaols and objectives in the most effective and efficient manners .
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This approach helps the organisation to set some basic rules for very organisation working
together to achieve the set goals in the proper manners. (Dass, 2019)
The local approaches have different aspected towards the organisation as they have different
stargate for their good and charge different prices for their product and have diverse market and
consumer. The organisation have impact of these approaches in their management process which
leads to different and variance in their profits margin from different place and work environment.
M4 : Determine how to adapt the marketing mix of organisation in different international
markets.
The adapting the marketing mix is important for the organisation as it helps the
organisation to finds out the good which are required in the market place and what are the
customer taste and preferences and the disposable income of the customer so that reasonable
price are set by the manager . They also needs to identify the target place where they can display
their product and service which make the customer aware that such kinds of the good are
available in the market and they can use them in the effective ways. Here the organisation
focus on making the sound marketing mix that can be included into the business strategies so
the organisation are able to achieve the desire level of the profits in the next five quarter in the
organisation.
LO 4:
P7 Explain and analyse the various international marketing approaches your client organisation
can adopt
CafePod Limited Company can use a number of approaches for carrying out international
marketing, some of these are mentioned below:-
Multinational: It incudes that kind of organisation which is performing at international
level and has its function and outlets in varies location at different country. There is one more
uniqueness of these kind outlets that they are operating at there own functions and rules. For
instance- McDonald's.
Global: Global organisation can be define as that kind of organisation which is
performing at global level and has its function in various nations. These organisation sale there
product according to couture and trend within the area where they trading. Some common
example of there kind of firms are Airband, Starbucks, Apple etc.
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Transnational: It can be define as that kind of organisation which is performing its
business function in various country and selling smilier and different product according to need
and requirement of customer. This type of company doest have particular nationality and they do
not give preference to origin. For example:- Nestle is transnational company.
All the above are main international marketing approaches which can be use by
organisation for its operations.
P8 Compare home and international orientation and ways to assess competitors, outlining the
implications of each approach.
Home Orientation: This can be defined as that approach of firm which is used to
highlight similarity in market trends so that organisation can identify the strategy of competitors
and make a corrective action plan. There is an assumption in this that product and service which
is successful in the domestic country will al Shoham, A., 2017.so be successful in other markets. Implication: This implies to setting a proper sync between the domestic and international
country for CafePod Limited Company.
 Ways to assess competitors: Here this approach is based on the assumption competitor of
organisation does not possess the power which can impact on the reputation and stake of
company. This also states that there is origination which states that confidence in product
and services offered by organisation other than CafePod will not be so effective in
market.
International orientation: This is the kind of approach where there is a basic
assumption that there is full similarity as well as difference in products and services offered by
organisation in particular market. This can be use by organisation to to formulate useful strategy
which is effective for international market and can be used at the time of need. Implication: It is that type of orientation which is directly tend to provide CafePod
Limited Company a competitor edge on its major rivals so as to ensure its sustainability
in marketplace and smooth working
 Ways to assess competitors: In this approach it is generally assume that the threat of
competitors is high to the organisation and there are various competitor with the
capability to provide damage to the intangible asset like goodwill and position of entire
organisation in global market.
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M5: Evaluate various marketing approaches and competitor analysis in relation to the
organisation.
In the relation to the cafe-pod organisation, the manager uses the different kinds of the
marketing approaches to have more consumer in the market place where the organisation grow
their management across the global market place. They are multinational , global and
transnational approaches which organisation apply their work place to run their work in the
proper and effective manners . This method or the modes provide the way that leads them to
performance the function in the set produce manners so that goals and objective can be seen or
obtain in the international places.
Conclusion:
According to the above discussion, it can be started that organisation needs to have effective
international marketing to expand and enhance their business at the global market places and
gain the profits and revenue in the various location. The organisation gets the benefits from the
international marketing approaches and methods as they give the information about the goods
which are needed in the market and identify the potential customer who are willing to purchase
new goods and service of the organisation. There are server-al routes to marketing which are
required for the growth of the organisation and make the different strategies so that organisation
can perform better in the market with their new good and services at the international market
places. The marketing mix is also used by the organisation to gain the desire level of results and
outcomes in the effective ways.
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