International Marketing for Brown's Hotel: Opportunities and Challenges

This report discusses the scope and essential concepts of international marketing for Brown's Hotel, highlighting the differences between local and global advertising. It also evaluates the opportunities and challenges that marketing globally presents to Brown’s and suggests various routes to market that it can adopt.

International Marketing

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
PART 1............................................................................................................................................3
Overview of chosen company......................................................................................................3
Defining international advertising and highlight differences to local marketing........................4
Analyzing scope of and essential concepts of international marketing.......................................4
Explaining rationale for Brown’s to want to market internationally and various routes to
market that it can adopt................................................................................................................5
Evaluating opportunities and challenges that marketing globally presents to Brown’s..............7
Critically examining global marketing context, including insight into how companies should
adopt their advertising tactics for varied markets........................................................................9
PART 2..........................................................................................................................................10
Evaluation of the key criteria and selection process of the company in international market...10
Market entry strategy and their advantages and disadvantages.................................................11
Application of market evaluation entry strategies and making recommendation......................11
Critical evaluation of international marketing context..............................................................12
TASK 2..........................................................................................................................................14
TASK 3..........................................................................................................................................19
Analysation of different international marketing approaches....................................................19
Comparison of international orientation of the ways of assessing competitors.........................20
Evaluation of various marketing approaches for the organization to chose and operate...........21
CONCLUSION..............................................................................................................................22
.......................................................................................................................................................22
REFERENCES..............................................................................................................................23

INTRODUCTION
International marketing refers to application of key advertising principles that provide a
lot of benefits to organizations whether it is large or small. It contributes to increase the
profitability and productivity of firms that run their ventures under specific and productive
industry, in effective manner. Implementation of each principle make companies capable to
satisfy the needs and expectations of target audience that are residing across national borders.
International marketing is quite beneficial and essential for a company to take into their
consideration and conduct practice in regard to this concept. The current assignment will be
based on Brown’s, which falls under the list of big hotel brands in the United Kingdom. The
study will explain range of sources to define global marketing and highlight differences to local
advertising. It will justify the scope and important concepts of international marketing and
rationale for chosen firm to want to market globally and varied routes that it can adopt.
Furthermore, the report will clarify key criteria & selection procedure to utilize when
considering which global market to enter. It will also explain several market entry tactics,
including benefits and drawbacks of each. Lastly, the assignment will specify in detail the
different international marketing methods that firm can adopt and also describe comparison
between home & global orientation and ways to assess rivals, outlying implications of each
method.
MAIN BODY
TASK 1
PART 1
Overview of chosen company
Brown’s hotel is one of those luxury hotels in the London that was established in 1873
and founded by Rocco Forte hotels. It considered as the oldest and biggest hotel brands in the
United Kingdom (Unmistakably Brown's, 2021). It is famous for its traditional English Victorian
sophistication fused and design as well as combine latest features with traditional furnishing. It

has 115 suites and rooms that help to enhance the satisfaction level of customers, because each
suit encompasses great infrastructure, design and furniture that attract people toward satisfactory
stay in hotel. The goals of this company is to increase guest’s satisfaction and gain the attention
of other individuals. It is located in the London’s most high-class borough. In order to gain
competitive edge, it may develop plan to enter into global market in term of business expansion.
Defining international advertising and highlight differences to local marketing
International marketing is defined as practice of developing and conducting effective
advertising activities that occurs beyond national boundaries (Terlutter and et.al., 2021). Export,
joint venture, licensing, etc. are the best examples of global marketing that are accessible in the
market as mark entry option. It may enable companies such as Brown’s, to effectively use
surplus production and also assist to create wider and excellent chances for chosen brand venture
expansion.
Differences-
It can be said that international marketing is quite different from local term on the basis
of certain points. For example, local advertising refers to promotion of venture, product and
service within geographical boundaries of nation, while global marketing means the actions of
promoting, and generating awareness about company, item and other innovative as well as
profitable things extent over national level (Sheth, J.N., 2020). The area of international
marketing is wide, on the other hand local advertising practices conduct in small area. Both
terms are different from each other on the basis of technology usage as for purpose of domestic
promotion firms in the hospitality industry utilize technology in limited manner, while they
conduct same practice at global level by using effective and most beneficial technologies in bulk.
International marketing may provide hotel exact item offerings to target market in all
countries that it may operate, while local promotion allow firm to offer current discount and
existing offers to promote in domestic market with traditional advertising tools.
Analyzing scope of and essential concepts of international marketing
In the business world, while running different types of ventures and conducting practices
related to operational and functional units, organizations sets strategic aim (Kozlenkova and
et.al., 2021). They also expect to obtain great success, which is possible when effective concept
is adopt and implement systematically. International marketing is one of those concepts that
companies or hotels may take into their considerations while operating businesses into

hospitality industry. The scope of this concept is vast because it encompasses variety of
approaches, actions, tactics and strategies that enable Brown’s to reach and enter into new &
profitable market across home boundaries where success changes are accessible more than
existing market, which is quite beneficial for firm to grab in effective manner. International
marketing drive the concentration of chosen brand toward conducting advertising activities
across domestic frontiers (Pedada, Arunachalam and Dass, 2020). It may make hotel capable to
sale its services and satisfactory meal as products to consumers which in return provide
unexpected benefits to it in term of increasing customer base, and their satisfactory extent. Along
with above, international marketing may also cater more edges to firm that pleasure stakeholders
may take and enjoy the success of hotel.
It can be said that global marketing may bring several nations and companies closer due
to needs of individual person or economic and facilities comprehend among them. International
advertising may especially cover promotion of quality goods and exporting items in foreign
market. When a firm like chosen one tend internationally, it may look to overseas chances to
increase its customer base and market share. This concept may permit hotel to comprehend and
develop understanding about other cultures that may cater useful and competitive edges.
Explaining rationale for Brown’s to want to market internationally and various routes to market
that it can adopt.
Aim-
The chosen hotel and its management may take decision to enter into new market or
nation, which is beneficial and essential for company. The biggest reason that drive the attention
of firm toward conducting this action is profits margin and revenue that it may tend to increase
more than other hotel brands in the nation where Brown’s has been developed its business. The
main reason to enter into global market is customer satisfaction, which organization may tend to
enhance even better than last few years or months (Cheung, Aalto, and Nevalainen, 2020). It can
be said that when a company take their venture internationally, it may allow it to grab excellent
market growth chances that enable to diversify markets appropriately and successfully. By
expanding venture across domestic frontier, it may gain access to attract new guests that are
more profitable than existing visitors. There are wide range of motives accessible as the best
examples in the context of why hotels or chosen company decide to market its services globally.

For gaining competitive benefits hotel may take initiative to adopt particular route to
market which also consider as rational in regard to market expansion or entry into Brazil. Global
expansion may provide organization benefit for which it may consider this option as it may
support to build brand image at international level. Most of the hotels in hospitality industry may
consider this strategy of market growth and key driver of success that they may take into
consideration because of above reasons.
Routes to market-
In corporate world, different forms of approaches and ways are accessible as key routes
that varied hotels in hospitality sector has been adopted. In case of Brown’s, its management
may take action to choose specific route among many to market and adopt that properly. These
routes are;
Foreign direct investment-
The best way to enter into market is current one according to which organization may
take initiative to invest money in one of those hotels in Brazil which may face challenge to run
their venture and tend to work in partnership or key investors who are capable to support in the
context of business growth. It may drive the attention of Brown’s to directly make investment in
facilities in an abroad (Opoku and Boachie, 2020). It may need a lot of capital to cover expenses
such as technology utilization, premises and skilled as well as talented employees. It can be said
that foreign direct investment might be done either by developing a new business or acquiring a
well-established hotel in the nation where chosen firm may seek to enter successfully and
effectively.
Business expansion-
Chosen hotel may adopt the best and effective route to market globally and that is venture
expansion, which enable brand to take pleasure of increasing target market base, revenue and
shares, more than other existing hotels in Brazil. By expanding business in Brazil, Brown’s may
get chance to personally interact with new group of customers who are seeking to visit and stay
within those hospitality firms that provide them the most satisfactory services with consideration
of all guests needs & expectations (Gaur and et.al., 2021). According to this route, management
may find out the best location or place where they establish its new outlets and service quality
services to all consumers in effective and impressive manner. Furthermore, it may gain benefit

from high volumes of tourists visit as Brazil is considered as one of the top listed tourist
destinations in the world.
Joint venture-
This route is included in category of high risk approaches that are risky for users to use
and beneficial as well in varied terms. This approach may enable Brown’s and its management to
agree on mutual agreement with other hotel that is established in the chosen country (Wendling
and Calixto, 2020). As it consists of two hotels establishing a jointly owned ventures. One of the
owners may be a local business in Brazil. The two firm may then provide new venture with an
efficient and knowledgeable management teams and effectively share control of joint venture,
which enable them to take right decision after mutual understanding and agreement. It is quite
important for both parties according to this route to build trustworthy relation for longer time.
Evaluating opportunities and challenges that marketing globally presents to Brown’s
While conducting practice and taking initiatives to advertise venture globally, chosen
hotel may face several issues and also take benefit of grabbing several opportunities and these
are;
Opportunities Challenges
 It can be said that global marketing
may present Brown’s opportunity to
grow rapidly by entering into
profitable and developing market,
which in return contribute to increase
its profitability and productivity
extent (Sheth, 2020). They may take
pleasure of increasing demand for
quality and satisfactory services that
firm is able to provide with
consideration of travelers or visitors
concern regarding accommodation
and meals. It can be evaluated that,
the current opportunity along with
providing benefits may put adverse
 While marketing business and
products internationally, chosen hotel
may face varied challenges. For
example, lack of ethical consideration
may create barrier in success of its
current plan and tactic regarding
advertising (Farrell, 2020). It is quite
challenging for a company to
determine the ethics follow by specific
group of people, which is essential as
well. Without taking this element into
consideration it may do not implement
approaches of global marketing. It can
said that this challenge provide benefit
to company in form of driving its

impact on company in term of
increasing challenges to sustain for
longer in the new market.
 By marketing internationally,
management may gain chance of
comparative cost benefits to all
participating companies. It can be
examines that by grabbing this
opportunity firm may face major
challenges such as increase cost for
varied things as compare to rivals
that affect negatively upon budget.
 They may gain opportunity to get
access of global market entry easily
and effectively that is beneficial in
several terms (Gielens, 2021). It may
give them chance to gain attention of
new travelers who are capable to
choose the best accommodation
services. Along with getting
accessing, organization face situation
that include some factors that impact
negatively upon business plan.
 International marketing along with
above chances may enable firm to
obtain more in varied forms (Lacka,
Chan and Wang, 2020). For example,
it may build wide customer base than
existing and previous hotels in the
home town and new market. This
opportunity brings some drawbacks
attention toward conducting ethical
practices.
 Lack of understanding about other
languages, is also included in list of
those challenges that global
advertising present for Brown’s. It can
be said that without developing
understanding about language of other
peoples who belong to different nation,
hotel may unable to get success or
make their marketing strategy
successful after implementing
internationally. It can be examines that
due to this challenge firm may obtain
key advantage in term of developing
understanding about different
languages that they may utilize to
communicate customers and divers
workforce.
 It is not possible for a company such
as chosen one to follow terms and
regulations related to marketing
practice in varied manners as it may
create biggest issue for it that may
affect negatively upon its plan to enter
into new market or nations like Brazil
(Ruiz-Real, Uribe-Toril and Gázquez-
Abad, 2020). It is important for hotel
to follow rules, but also challenging in
term of developing or restructuring
promotional strategies and plans

as it can be evaluated that firm may
encounter issue to meet customer
need.
 With the help of this activity and
strategic plan, Brown’s may gain
advantage of building relationship
with key investors who are capable to
invest in profitable business and
projects. It may provide organization
chance to gain the attention of new
investors and retain them with
venture. On the other hand, it affect
in negative manner when each
stakeholder may do not coordinate
with each other that decrease the
effectiveness of business relation.
accordingly that is time-consuming
activity. Due to this challenge, hotel
may take approach to make effective
plan that save time and efforts in form
of team formation.
Critically examining global marketing context, including insight into how companies should
adopt their advertising tactics for varied markets
International marketing provides so many benefits to the organizations that driven their
attention toward globalization or practice to entering profitable markets. Companies should adopt
their advertising strategies for different markets by taking global advertising into their
consideration, which in return build wide potential consumer base effectively. It provides them
chance to globalize their ventures successful that caters unpredicted and above expectations
advantages. They should adapt each tactic in term of focusing on ethical concept that play
important role to make marketing effective and successful. Firms may concentrate to achieve
aim, which drive their attention toward conducting each practice accordingly. Furthermore, they
may also conduct appropriate research that provide insights about how people used social media
and other digital sources where they may put all information about current as well as further
offers.

Along with all above initiatives, companies should conduct investigation about key rivals
that are capable to give them tough competition in term of developing more effective marketing
strategy and implementing into practical manner. The selection of strategic approach or source of
advertising also matter a lot as it may give power to marketer to be creative and innovative in
every way.
PART 2
Evaluation of the key criteria and selection process of the company in international market
The chosen hospitality organization needs to use the following selection process in
international level.
International marketing objectives :
In order to select the market in which the business wants to expand it needs to follow the
international marketing objectives. These objectives may differ from country to country due to
which the business can influence effectiveness.
Parameters for selection :
The main evaluation for the selection of market will also revolve around the selection of
the market which is considered to be very essential for the clearly laying down the parameters of
the evaluation criteria (Findlay and Hoekman, 2021).
Preliminary screening :
The selection of the market can be done with the help of a discussed screening process in
which the business will consider all the factors which effects the international market such as
population, per capita income, structure of the economy, infrastructural factors and political
conditions are commonly used.
Short Listing of market :
The management of the hospitality organization needs to shortlist the different options
which the business will consider before the implementation of the organizational performance.
Evaluation and selection :
The business can make sure that with the help of the all the other options the business
will be able to finally make a decision towards the implementation of the effective performance.
This is the way in which the business can provide success to its operational management
(Backus, Kehoe and Kydtand, 2021).

Market entry strategy and their advantages and disadvantages
Brown's Hotel can utilize various different strategies towards the entry of international
market.
Licensing :
This is the method in which the organization will allow another business to use its
property which is tangible in nature for the example of trademarks, production techniques and
patents. Advantages of this method is that licencing is profitable for the organization and is a
very easy mode of entry. Disadvantages are considered to misuse or exploitation of the
organizational property.
Franchising :
It is also similar to the licensing however it is slightly different as in this generally
intellectual property rights are sold to the franchisee. Advantages of this entry method is that
organization can expand its business with the least expenses. Disadvantages of this entry
methods is that it can impact the brand image.
Joint Venture :
It is the method in which the organization focuses on the establishment of the joint
partnership with a local business of the international market. This method has advantages that the
company will have gain the help of the business in management of the organization that will
allow the business in the management of the organization which can provide effectiveness.
Foreign direct investment :
It is the strategy which is directly effecting the business towards their investment in the
foreign market. This also requires the business in the capital creation for the coverage of what
the premises which is successful for the technology (Zhao, Zhang and Kwon, 2018). Advantages
of FDI is that it can be done with either establishment of the new venture and also acquiring of
the existing company.
Application of market evaluation entry strategies and making recommendation
The Brown's hotel is can utilize the Franchising strategy or even join venture strategy for
entering the market of Italy.
Franchising strategy :
In this strategy the business will be able to sell its intellectual property of utilization of
the brand name and business model for expanding the business in Italy. This will be a very easy

way in which the business will be able to expand as it will require very less investment and as a
result of this the business will be able to develop effectiveness market entry strategy. The
management of the organization cannot take many actions. This strategy will be easy because it
will create require less efforts of the management.
Joint venture strategy :
It can also be the strategy which can help this hotel to successfully expand its business in
Italy which will provide the business effectiveness in performance. In this method the
organization will consider the joining forces with the other business which is situated in the
expansion country with the development of the effective results that can provide the business
with strategies than can allow the organization to develop the understanding of the business
towards the management of risks (Sniazhko, 2019). This is because of the experiences which the
business will gain from working with a local business. It will increase the customer base of the
organization. It will also help them to understand the local strategies of the organization.
Critical evaluation of international marketing context
For the organization it will be a very effective strategy to provide the analysation of how
it will evaluate the marketing strategy in the international context. For the international business
it is important for the organization to create a strategy which can develop an effective adaptation
of the different types of market. It can be said that the analysation of the different marketing
techniques are generally more contributing towards the implementation of the strategies.
In this organization the international marketing will be essential to develop a statistical
understanding and effectiveness in the approach to the management of the business and also to
develop all the possible work which the products can be considered to be the management of the
convincing marketing program. In the international market the business can only create its
impacts if the organization can make the customers aware of its operations. It can be considered
as the major factor that will influence the business in the management of the effectiveness of the
matter.
For a hotel business the intentional marketing is not at all an easy task as it has to go
through multiple issues which arises during its international operations. For expanding in Italy
this organization will need to provide essential productivity as it will help the organization in the
management of the operations. This is also going to be considered as the main activity of the

business which will create the development of an increasing marketing strategy. This will allow
the business to develop the understanding and effectiveness of the marketing strategy.

TASK 2

Place :
The place of in which the company delivers the process of the organization influences the
organization towards the management of the organizational performance (Backus, Kehoe and
Kydtand, 2021)., It can also be a negative influence to the business of the organization.
Promotion :
the promotion of the organizational also needs to change in the international market as it
can negatively impact the business if it has the same promotion practices This is the reason y the
company will need to develop a promotional increase customer base.

TASK 3
Analysation of different international marketing approaches
There are different approaches to the international marketing which are,
Transaction Cost Approach :

It is the earliest approach towards the studying and development of the global marketing
strategy which has the transaction cost analysis. This kind of strategy will help the business in
focusing on the appropriate choices made for the entry of the international market.
Standardization Adaptation Approach :
This approach is the examination of the potential benefits of the standards different
element of the marketing mix as opposed to the adaptation of the local strategies. This is
therefore more of a researched approach which allows the business in the development of
marketing standards which can create and impact in the international market.
Global Configuration Approach :
This approach focuses is how the worlds marketers view the whole integration with
emphasizing on the place which is essential and important for the development of the execution
across of the market.
The Evolutionary Perspectives :
This is the most comprehensive perspective which is viewed as how the firms operations
have evolved over time through gaining experience and expanding the international markets.
This approach is helpful for those organizations which are known to quickly adapt to the
operations depending on the organization.
Comparison of international orientation of the ways of assessing competitors
International orientation is the intensity of the international connectedness of an
organization for the present trades which can include both import and export. These orientations
are also of different types such as,
Ethnocentrism :
In this approach overseas operations are secondary to the domestic operations. This
approach is not considered to be that effective as the business has its focus in the domestic
market which provides effectiveness in the management of the organization.
Polycentrism
It is the multinational orientation which is the polycentric thinking of a local person or
technique which are best suited for the operation of only the local markets. This method is a very
effective strategy as the business provides equal efforts in both the markets which are considered
to be the effective for the management of the organization.
Regiocentrism

In this orientation the company views the different regions in the international market for
different marketing techniques. Utilization of the different marketing techniques can either be
very complex for the organization to deal with or can be brilliant strategy with great versatility
than can improve the organizational effectiveness (Global Marketing Strategy: Perspectives and
Approaches, 2021).
For assessing the competition of Brown's hotel Porter;s five forces can be utilized,
Competitors:
The main competitors of this organization are the Firmdale Hotels PLC, Marriott and Hilton.
Power of suppliers:
The suppliers of this organization have more power due to having multiple number of options.
Power of customers:
Bargaining power of the customers in the international market is very high as they have different
options to choose from.
Threat of substitute:
As this organization is a hospitality business it has many substitutes to this business,
Threat of new entrant:
Entering in the international hospitality market takes a lot of capital thus, this threat is low for
this organization.
Evaluation of various marketing approaches for the organization to chose and operate
The approach which the organization will choose for entering the market will be the
polycentric approach which is going to help the business in the multinational orientation of the
polycentric thinking of the local persona which is one of the most effective techniques. In this
way of international management the business will be able to apply the policy for the
involvement of the hiring and promoting the employees which are considered to be though
process for the host of the country. This is the approach which helps the business in the low cost
of recruiting and training with lesser problems for the adjustment that is the communication of
since the employees are able to manage the organization's person which helps the business in the
development of the strategy for marketing towards the organization in the international market.

CONCLUSION
By summing up above discussion, it has been summarized that hotel has successfully
expanded its ventures into profitable and productive market at international level that has helped
to increased its profitability and generated revenue more than other hotels. By developing the
best and most influencing international marketing strategies, organization has entered into new
market place and gained several opportunities that are available in the world of business. The
selection of specific market entry route has made hotel capable to enhanced customer base and
increased profitability as well as productivity. Furthermore, from above analysis, it has been
concluded that firm has overcome the key challenges and their negative impact on business
growth and expected success of brand in the United Kingdom, hospitality industry. Hotel and its
management has enhanced the satisfactory level of all guest by using the most effective channels
for purpose of conducting global marketing. Business partnership is the best beneficial market
entry strategy that company has utilized, as it has provided it benefits of build wide consumer
base and gain trust of most sustainable investors. It has given tough competition to existing rivals
by obtaining their strategic decisions information and essential features of services that it has
planned to offer to target audience. Hotel management has overcome the all challenges by using
social media and other methods of marketing.

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Online
Global Marketing Strategy: Perspectives and Approaches, 2021[Online]. Available through:
<https://onlinelibrary.wiley.com/doi/full/10.1002/9781444316568.wiem06013>
Unmistakably Brown's. 2021. [Online]. Available Through: <
https://www.roccofortehotels.com/hotels-and-resorts/brown-s-hotel/>