Scope and Key Concepts of International Marketing

INTERNATIONAL
MARKETING

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Analyse scope and key concepts of international marketing.................................................1
P2 Explain rationale for market internationally and describe several routes to market the
organisation.................................................................................................................................2
TASK 2............................................................................................................................................4
P3 Evaluate key criteria and selection process to use when considering the international
market to enter............................................................................................................................4
P4 Explain examples different market entry strategies including advantage and disadvantage.5
TASK 3............................................................................................................................................7
P5 Present overview of key argument in global verses local markets.......................................7
P6 Investigate product, price, pricing and promotional distribution approach differs in variety
of international context...............................................................................................................8
TASK 4............................................................................................................................................9
P7 Explain and analyse various international marketing approaches.........................................9
P8 Compare home and international orientation and ways to assess competitors, outline
implication of each....................................................................................................................10
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
International marketing defines as a application of the marketing that is helpful in
satisfying the needs and wants of the several people within the national borders. In this larger
number of audience are to be attracted. In this business main purpose is to promote the goods and
services by spreading awareness within the marketplace(Gomes Sousa and Vendrell-Herrero,
2020). It is basically helpful to attain the high knowledge related to the international marketing
concept with the use of the local UK company which is Sainsbury's that is not doing their
business internationally. It is operated within UK by the John James Sainsbury's in 1865. This
organisation can only deals in the market of UK that is headquartered in London. This report
includes the concept and scope of international marketing including the several routes. For
completing this project Sainsbury's is one of the best option that can focus on several marketing
strategies, evaluating the several elements of marketing mix. At last in explains the approaches
of international marketing and comparing home and foreign competitors.
TASK 1
P1 Analyse scope and key concepts of international marketing
International marketing is an essential terms within the business environment that reflects
the several practices, activities, functions etc. for effectively performed within the international
boundaries for generating the high profits, customer base and more stakeholders groups.
International marketing is highly focused on the implementation of the several marketing
functions that can highly reflects the capabilities of the business within the global market.
(Bizumic, 2019). It is very effective because it is the combination of promoting and selling the
goods and services outside the home country effectively and efficiently by satisfying all the
needs of the customers present at globally.
Scope of international marketing
Current situation of the business and market is very complex and in this international
marketing is taken the huge part and contribute highly in the economies of the country by
developing the business international level.It includes the several scope of international
marketing that can be shown below:
1

 Export- Export refers to that in which business can offer their commodities by selling is
another international company or the related franchise. In this after getting the exports
commodities importing company can sell that offering within their local and domestic
market
 Import- Another scope of international marketing is importing the goods and services
from the foreign countries and selling it to the local market to their regular and potential
customers. (Yamin, and Kurt, 2018).
 Contractual agreement- It is another opportunity for business by involving into the
contractual agreement with the international business partner. This helps in expanding the
enterprises within global market by joining the hands within the other country business as
a partner.(Alon,Chen, and Mandolfo, 2019)
Concept of international marketing
 International trade- This concept of marketing is highly focused on promoting and
selling the offerings within the international market for enhances their presence within
the global market. For instance- Tesco can deals in the international market and do their
business operations in several countries within globe
 Comparative marketing- It includes the several marketing standards and practices
within market that are basically adopted by the marketers to get success. In this
companies are doing business with comparing their codes of conducts for gaining higher
profits is majorly reflected as comparative marketing.
 Domestic marketing- In this type of marketing organisation can highly focus on
promoting their offerings within the domestic market without focusing on the operations
related to global market. In terms of Sainsbury, the company is only dealing in the local
market of UK till today.
P2 Explain rationale for market internationally and describe several routes to market the
organisation
For every business enterprises several reasons are to be considered to enhance and
expand the operations within the international market by offering and promoting the goods and
services for enhancing the customer base. To enter into the global market a business enterprise
can promote their business activities within several international market so that their presence is
2