Key Concepts of International Marketing and Market Entry Strategies

This document discusses the key concepts of international marketing and explores different market entry strategies that companies can adopt. It also assesses the opportunities and challenges of marketing internationally, using the example of Deliveroo's expansion into the Indian market.

International
Marketing

Contents
INTRODUCTION...........................................................................................................................3
Main body........................................................................................................................................3
TASK 1............................................................................................................................................3
P1 Assess key scope and key concepts of international marketing........................................3
P2 Discuss rational of company to want to market internationally and demonstrate different
routes to market that company gain adopt..............................................................................4
M1 Assess the opportunities & challenges that marketing internationally present to a
company.................................................................................................................................5
TASK 2............................................................................................................................................6
P3 Key criteria and selection process need to consider while tapping into international market.
................................................................................................................................................6
P4 Different market entry strategies with advantages and disadvantages..............................6
M2 Use marketing evaluation criteria, entry strategies and make recommendation for
respective company................................................................................................................7
D1.Critically evaluate how chosen organisation adapt marketing strategies for various
international marketers...........................................................................................................8
CONCLUSION................................................................................................................................8
PART 2............................................................................................................................................8
Covered in PPT.......................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
International marketing can be defined as an application of marketing principles that can use
applied by business unit at international level with the aim of full filing the needs and desires of
different individual residing across the national borders. In context of this, there are number of
organisation which insight to enlarge their business not only domestic level but also at
international level (Hartsfield, Johansen and Knight, 2017). Deliveroo, a online food delivery
firm headquartered in United Kingdom. It is located at global scale and has number of
subsidiaries such as Deliveroo DMC, Deliveroo Hong etc. They are expanding their business at
global scale with ain gaining more profits. The main aim of this project is to understand how a
company enter into international market. Further it covers discussion about scope and key
concepts of internal marketing along with different routes of internal marketing.
Main body
TASK 1
P1 Assess key scope and key concepts of international marketing.
International market hold huge number of scope in context of running business and gaining
success. For this it is important for company to understand the opportunities and importance of
international market before expansion as with opportunities number of challenges are also
associate.
In context of chosen organisation it wants to enter in Indian market therefore initially they
need to consider cost effective way this is due to many other alternation option. Also it has been
determined that the best way to enter in local market is to join hands with local companies who
are the leaders of the market and effectively run their business (Sindhuri, Salomi and Swathi,
2017). So to carry out joint venture is the best suitable methods of gaining entry at international
market. This will help them to increase market share and consumer base as well as help them to
build brand images.
Respective company have to bring healthy and positive competition at marketplace in order
to become successful there and to maintain the position of brand at marketplace. To makes
effective strategies and to improves that, company need to focus on marketing mix. This will
assist them to analyse the external market condition along with opportunities.

Concepts of international market- To tap into international market, respective company
have to determining and assess the needs and demands of international consumers so that they
will able to improve consumer base there. Further, they need to set pricing of product as per
competitors and trends of international market along with effective distribution channels. In
addition to this, they have to take feedback for consumer and analyse that in order to make
decision and strategies accordingly (Vrtaňa, 2019).
P2 Discuss rational of company to want to market internationally and demonstrate different
routes to market that company gain adopt.
Respective company, Deliveroowish to enter in the India market with some reason and that are
as follow:
For gaining growth & advantages in business: This is considered as the primary
motive of all company while running the business and for this it is not possible to gain huge
growth at domestic market, companies have to expand their business internationally. With this
they can enlarge this brand image and generate more revenues which hep them to gain growth
and development successfully.
To make presence internationally: Through this, a company can enlarge their business
successfully and can increased income level as well as can become the leader in similar industry
internationally. Now a days MNC’s are on the top of scale for the same reasons (Gbadamosi,
2019).
Besides all that there are number of reason which can influence the function of company
and that need to be considered by all origination before expansion:
Political condition: Stability related with the political plays major role while working in
global market. Any changes in political condition regularly prods dissatisfaction of authentic
working.
Economic condition: Modification in economic state of country impose large effect on
working conditions of an organisation as it changes the deal and that affects income and sales of
company.
Social condition: Consumer preferences and trends majorly influence the operation of an
organisation as producer need to change their accordingly.
In context of this, Deliveroo is a UK based company related with the cosmetic product
and have large competition in market, therefore it can be the reason for respective company to

tap into international market. Also India is a developing nation so they have huge opportunity
there in order to generate more profit and revenue by gaining growth. The labour and material
cost in India is low as compare to London by this they can they can reduce the cost of product
and distribution cost (Miocevic and Morgan, 2018). To avoid stagnant position, may be they
want to tap into international market because they may be feel saturated and not experienced any
type of development while staying in local market
Different routes in order to tap into international market are as follow:
Licensing- With the help of such type of approach, respective company can tap into
international market. As by giving license to other company of India in order to use their brand
and logo to operates business with them successfully.
Strategic alliances- In such methods, companies can agree on different aspects and carry
out agreement related with some aspects such as research & development, marketing,
distribution and production. Deliveroo can use this and share its ownership with some local
Indian companies to tap into market and remain self-determining (Azadfallah, 2020).
Internet- This is another mode by which a company can tap into international marketing
and can analyse the situation of different market without visiting. Respective company can also
use this methods to enter into Indian market.
International agent/ distributors: In exchange of commission, Deliveroo can hire some
Indian agents and distributes to sell their product in India.
M1 Assess the opportunities & challenges that marketing internationally present to a company.
Opportunities that are existing for Deliverooin Indian market are as follow:
Large population: It has been found that the population of India is very high and that
gives opportunities to respective company to provide different cosmetic products to potential
consumers.
Taxation: When Deliveroo obey GST regulation then they have not to use another
regulation related with the tax policy. Therefore it become easy for them to ship their goods
freely without worrying about any tax issues.
Low investments: Respective Company can enter into Indian market at low investment
cost as compare to other international market due to low income value (Ghosh, 2017).
Challenges that may be faced by Deliveroo in the Indian market are obstinate below:

Poverty: In India the level of poverty is much higher than other country, therefore
Deliveroo can face problem in making good revenue and income.
Infrastructure: Infrastructure related with telecommunication and transportation is very
poor in India.
Corruption: Level of corruption rate in India is too high.
TASK 2
P3 Key criteria and selection process need to consider while tapping into international market.
Factors that need to be addressed by all companies while entering in international market.
Size of market: The size and level of market need to be address because of preparation
of effective strategies related with marketing and other. This will help respective company to
work accordingly and effectively deal with any kind of uncertainty.
Cost: Before moving towards any showcase, it is important for companies to identify the
cost of product as it is that factor which assume base of job in any market either national or
international (Pegan, Vianelli and de Luca, 2020).
Legislation policies: Before entering into international market, very company need to
consider all laws and legislation for smooth running of business. All these have potential to
influence the development. Therefore respective company need to opt all policies that are
imposed by government.
Foundation: Financial estimation along with infrastructure of country need to be
investigate by companies before expansion as that can hinder the business.
Client’s sorts: It is the responsibility of Deliveroo to recognize their potential clients to
foster out their strategies and operation in order to full fill the requirements and demands of
consumers.
P4 Different market entry strategies with advantages and disadvantages.
There are number of strategies available in the market in order to tap into international
markets. Some are as follow:
Exporting: With the help of exporting Deliveroo can enter into India, as it holds great
opportunities for foreign business along with well-established base but they have to neglect the
cost process of product and mainly focus on marketing strategies.

Benefits: The risk that is associate with international operation get reduces. Also it help
in improving the knowledge and give opportunity to explore more without investigating more.
Drawbacks: Consumer will not able to get satisfied can be the issues of this strategy,
their part may not show their full interest in selling the products (Berman and Thelen, 2018).
Joint venture: In such type of approach, hosting nation can join hand with local
companies on the basis of some mutual condition and agreements. This will allow to joint
venture to share ownership, rights and the resources of company. On the basis of this approach
most of the partners share profit and return on equal basis and made decision equally related to
management.
Advantages: Risk associated with this is equally bear by all partners, financial burden is
distributed among all partners, technologies and strategies can be used by entities of both the
company.
Disadvantage: When partners have not same viewpoints then there are chances of
disputes. Additionally, they do not have full control on itself organisation.
M2 Use marketing evaluation criteria, entry strategies and make recommendation for respective
company.
International market evaluation process need to be followed by each organisation while
tapping into international market. In context of Butter London, they also have to the follow the
process that are underneath:
Country identification: It is considered as the initial step in which evaluation and
identification of country is carried out. In this step organisation need to carry out effective
market research related with the potential consumers, cultures, trends, preferences with some
other relevant information that are needed to run business successfully at international market.
Company have to analyse business environment of that nation where respective company wants
to tap before selection (Rust, 2019).
Preliminary screening: This step requires more prominence as it is related with the
selection of country for tapping. On the basis of some criteria, companies have to select country
like exchanges rates, political stability, income level, currency stability, and domestic
consumption. All these factor plays essential role in while taping into international market.
In-depth screening: Apart from above mentioned factor, organisation need to assess
some other factor also like economic that can influence company, pricing policies, distribution

channel along with cost and the trends and preferences of consumers to satisfy them so that sales
will increased and companies will effectively able to run their business.
Final selection: To meet the needs of market, comparison between set objective and
strategies is carried out, whether company is able to operates its business or not there. If
companies find some similarities then they will make their mind to tap into international market
and accomplish their goal successfully (Steenkamp, 2019).
Direct Experience: In this stage company need to visit the short listed country before
entering in order to confirm that they analysis is right or not. This will gives them idea what the
difference in between domestic and international market is, in order to operate business there.
The flexibility and visibility can only be analysed only by visiting the country.
D1.Critically evaluate how chosen organisation adapt marketing strategies for various
international marketers.
By analysing all condition of market related with the external business environment,
company will make decision about which strategy they need to opt and which will be beneficial
for them. In context of chosen company, joint venture would be the best for them as India is
developing nation and offer them number of opportunity to enhance their sales and market there
by forming joint venture with local companies.
Recommendation:
For gaining growth and make presences at international level is the suggestion for respective
company to enter into international market. Also with this they will able to explore new market
opportunity and can remove stagnation position tags from themselves.
CONCLUSION
From above discussed report it has been concluded that it become vital for all companies to
tap into international market for gaining growth and development at larger scale as it is not
possible with the domestic. For this, they have to analyse the market in effective way and to tap
there, companies need to choose best strategies as per their operation.
PART 2
Covered in PPT.

REFERENCES
Books & Journal
Azadfallah, M., 2020. A new aggregation model for topsis multi-criteria group decision-making
environment: Competitive marketing strategy. LBS Journal of Management &
Research, 18(1), pp.25-41.
Berman, B. and Thelen, S., 2018. Planning and implementing an effective omnichannel
marketing program. International Journal of Retail & Distribution Management.
Gbadamosi, A., 2019. Contemporary issues in marketing: Principles and practice. Sage.
Ghosh, C., 2017. An overview how communication helps to formulate proper marketing
strategy. International Journal of Management, IT and Engineering, 7(3), pp.156-161.
Hartsfield, S., Johansen, D. and Knight, G., 2017. Entrepreneurial orientation, strategy, and
marketing capabilities in the performance of born global firms. International Business:
Research, Teaching, and Practice, 2(1), pp.12-38.
Miocevic, D. and Morgan, R.E., 2018. Operational capabilities and entrepreneurial opportunities
in emerging market firms. International Marketing Review.
Pegan, G., Vianelli, D. and de Luca, P., 2020. Conclusion to the Country of Origin Effect on
Decision-Making in Practice. In International Marketing Strategy (pp. 181-188).
Springer, Cham.
Rust, R.T., 2019. Outside-in marketing: Why, when and how?. Industrial Marketing
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Vrtaňa, D., 2019. Successful Marketing Strategy Using Offline Marketing Tools. Marketing
Identity, 7(1), pp.401-410.