International Marketing: Scope, Key Concepts, and Market Entry Strategies

INTERNATIONAL
MARKETING

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Introduction of organisation........................................................................................................3
Scope and key concept of international marketing......................................................................3
Rational for market internationalisation......................................................................................4
Criteria to choose international location......................................................................................4
Different market entry strategies.................................................................................................6
TASK 2............................................................................................................................................7
Global and local debate...............................................................................................................7
Product, pricing, promotional and distribution approach differs.................................................7
International marketing approaches.............................................................................................8
Home and international orientation.............................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is defined as the approach to promote company’s products in the target
market. This report is based on the case study of Tesco Company in respect to its international
expansion. Company initiated its business operations in the year 1919. Jack Cohen is the founder
of the Tesco Company. Headquarter of the company is located in England, United Kingdom.
Company operate its business operations in more than 6800 locat6ions all across the globe. This
report will project the scope and key concept associated with international marketing. Different
rational of international market will be discussed in this report. Criteria for selecting the
international market will also discuss in this report. Various market entry strategies will be
summarising in this report.
TASK 1
Introduction of organisation
Tesco Company is a United Kingdom based retail sector organisation. Company operates
in different retail sector products like food, clothing and other key retail products with the
support of company’s supermarket, hypermarket, super store and conventional stores. Company
has a global base of business operations. Jack Cohen is the founder of the Tesco Company.
Company initiated its operations in the year 1919 (Chhabra, 2019). Company started its
international expansion from the year 1950. Tesco Company is among the top brands associated
with the retail sector all across the globe. Company is well known for its quality products.
Scope and key concept of international marketing
International marketing is about to expand the business operations in any of the
international location. This is an effective technique to improve the business outcomes of
company. Tesco Company is planning to expand the business at international level. Management
of Tesco Company is planning to launch new stores of company in Australia as a part of the
business expansion at international level. In this context company needs to conduct marketing
campaign to achieve the recognition to brand in international market. Company can channelize
the regular promotion strategies to promote its products and brand in case of expanding business
at international level.
International marketing allows company to enhance its potentials in order to entertain
profits and business outcomes. International marketing allows company to enhance its brand