Scope and Key Concepts of International Marketing

This report discusses the scope and key concepts of international marketing, focusing on the opportunities and challenges it presents for enterprises. It examines the criteria and selection process for entering international markets and analyzes various market entry strategies. The report also explores how product, price, pricing, and promotional distribution approaches differ in different international contexts.

International
marketing

Table of Contents
INTRODUCTION...........................................................................................................................4
P1 Examine scope & key concepts of international marketing...................................................5
1 Examine opportunities & challenges that marketing internationally presents an enterprise....6
TASK 2............................................................................................................................................6
P3 Examine key criteria & selection process to use when considering which international
market to enter.............................................................................................................................6
.M2 Apply market evaluaton criteria, entry strategies & make recommendations.....................8
Market context, including insight into how firm should adapt their marketing strategies for
various markets............................................................................................................................9
TASK 3............................................................................................................................................9
P5 Present an overview of key arguments in global VS local debate.........................................9
M3 Evaluate context & circumstances in which firm need to adapt global or local approach. 10
P6 Examine how product, price, pricing & promotional distribution approach are different in
variety of international contexts................................................................................................10
M4 Determine & articulate in detail how to adapt the marketing mix of selected firm in
different international context....................................................................................................11
D2 Produce critical evaluation of how marketing mix is applied to range of international
contexts......................................................................................................................................11
TASK 4..........................................................................................................................................11
P7 State & discuss several international marketing approaches your client entity can select...11
M5 Evaluate several marketing approaches & competitor analysis in relation to organisation &
make recommendations on how they should operate in firm viewpoint...................................13
P8 Differentiate between home & international orientation & ways to access competitors,
outlining effects of each method................................................................................................13
D3 Make recommendations on how entity should be structured to maximise opportunity in
international view......................................................................................................................14

CONCLUSION..............................................................................................................................14
REFRENCES.................................................................................................................................15
Books and Journal......................................................................................................................15

INTRODUCTION
International marketing is term which defined as the performance and execution of the
organisation activities which is generate or designed to promote, plan and direct the flow of the
organisation products and services to customers in across the globe in order to gain more
opportunities and profit (Area, 2017). This report is going to discuss about the TESCO company
and their several methods and strategies which is used by the company to coordinate with
international market and also evaluate and examine various issues and challenges which is facing
by them. TESCO is British Multinational organisation that trade in retail market and sell
groceries item, furniture, clothes, shoes and many more. Also. This report is going to discuss
about the key factors of getting success.

P1 Examine scope & key concepts of international marketing
In business area the concept of international marketing is very essential to be become more
focused and effective so that the company can achieve and accomplish their goals and objectives
in a very appropriate manner. In context of Tesco organisation they have also acquired
international marketing for or operating effectively in the market and gaining more competitive
advantages. So, the key concept of international marketing is mentioned below:
Minimise risk and provide opportunities: international marketing is very important and essential
concept because it creators several opportunities to the organisation which is very
effective for their growth and development in the market area )(Blut, Teller and Floh,
2018). It also minimise the risk factor because it create organisation financially strong
and prepared for facing the risk factor.
Establish strong relationship: As international marketing develop and promote effective and
strong connection among one country to another country. It is more advantageous for the
company to operate and run their activities at a very huge scale in a very appropriate manner so
that they can minimise the barriers and obstacles which is arise in the company. With the
changing of time it becomes very essential for the company to expand their business in order to
to develop themselves. From the above-mentioned discussion it is analysed that its become much
necessary for the marketers for the company to focus on international marketing in order to gain
competitive advantages and develop themselves with more efficiency and effectiveness.
Discuss rationale for enterprise to want to market internationally & describe several routes to
market
It has described that developing a business at a international level is not a very easy task for the
company. There are several types of regional which help them to become internationally
effective and focused in these are mentioned below:
 By developing business internationally it is analysed that goals and objectives are
accomplished at a very larger level full stop in context of Tesco they are expanding their

Organisation in most of the country that help them to increase profit and effectiveness in
the market.
 It also provide the deep knowledge about the external sources and about the market
through which it become easier for the company to implement strategies and planning.
 It also helped them the companies to gain more competitive advantages in various sectors
like Technologies development allocation of resources( Ulker-Demirel, Akyol and
Simsek, 2018). There are several kinds of market entry methods which are adopted by
Tesco while operating in international market and these are explained below:
Franchising and licensing: franchising is advert to in agreement in that franchisor permit a
licence authority to franchising in order to use the product under the name of the company or
brand. On the other side licensing is described as giving permission to other company in order to
use intellectual property rights for a particular time period.
Exporting: exporting is the procedure by which exchange of product and services is done at the
level of domestic and international (Chong, Man and Kim, 2018).
. In Tesco they export their goods and services globally by the use of youth distribution channels.
1 Examine opportunities & challenges that marketing internationally presents an enterprise
Opportunities-
 International marketing caters opportunities to the Tesco Company in order to to
acquired financial stability and allocation of resources at a very huge level.
 International marketing is also make them company e effective and capable to
expand their business activities and operations at a very large level that help them
to increase the productivity and goodwill.
Challenges
Challenges which are facing by the TESCO in context of international marketing is the
uncertainty and risk factor related to policies and laws of different countries.
TASK 2
P3 Examine key criteria & selection process to use when considering which international market
to enter
In context of international marketing it is become much necessary in required for the company to
choose appropriate market for the company so that they can be carried out each and everything

very effectively. Choosing a market for a company is a very difficult task for the company E and
it takes proper investigation in order to choose a market. There are various kinds of steps which
are required to be followed by Tesco Company while choosing an international market.
Objectives: it is the very first action or criteria which are required by the company in order to
choose market objectives of the company in order to adopt International process and strategies.
Parameters for selection: TESCO Company decide to come into international market so it's
become required for the company to evaluate appropriate market research on the basis of
different parameters so that they can select induced best one (Christou and Chatzigeorgiou,
2020). There are several kinds of parameters that are focused like economic stability of the
country government policies competition level and many more.
Priniliary screening: In this criteria market selection and evaluation of the market is done and it
shows the affective and acquired objectives which are very mandatory for the company to
accomplish them at a very priority level. This has been also carried out on the basis of different
parameters like foreign exchange rates, capital income, etc
Short listing of market: After doing screening, they find appropriate and best market that has
several opportunities in order to increase the profitability. Also it provides alternatives for
selecting a appropriate market.
Evaluation and selection: In this step the target market is adopted by the company in order to
operate their business. In this step the company evaluate and select the appropriate strategy for
the expansion of their business.
Testing the market : this is the final step in which the select market is being tested by the
company and also their products and their sample are distributed to the customer in order to to
analyse and know about the requirements and taste of the consumers.
This is the main criteria of selection process in order to choose and select the appropriate market
for entering into international market.
P4 Analyse various market entry strategies with advantages and disadvantages
When the organisation wanted to to come into international market so it's become very required
for the company to make Strategies and tactics so that they can plan and carried out them
effectively. It is become responsibility of the leaders to ensure that proper market strategies are
being acquired by the company so that their resources which are used by the company can be

utilised in a effective manner so that they can generate effective outcomes full stop there are
various kinds of market entry strategies that are described below.
Franchising & licensing-
It is most beneficial strategies which are adopted by the Tesco. Because it support the
company to expand their business in more Nation and in a large market area full stop both
franchising and licensing help the company to enter into international market in a very successful
manner.
Advantages
Key advantages of applying these strategies are that it will help them to minimise the risk factors
with other parties and share their profit with other one (El-Omari, 2019). As Tesco has
strong financial capabilities so that it helps them to run in operate their business
effectively.
Disadvantages-
Due to some external forces and obstacles among the parties might be arise problems which
can create negative impact on the environment of the business full stop also these things create
impact on the overall and entire structure of the company.
Exporting
Exporting is a kind of market entry plan of action in that production of goods and
services is done at the several foreign countries. This is the very effective way to come into
international market.
Advantages
This is strategies is help them to develop and create effective connection in business
market so that they can expand their business at a very huge level.
Disadvantages-
The main disadvantages of using this strategy is that the rules and regulations are much required
in order to manage the company because exporting in in other countries are very difficult
because of several types of tax duties and many more
.M2 Apply market evaluaton criteria, entry strategies & make recommendations
Market evaluation is corporate or done by Tesco company on the basis of various
elements like agency market size ,cost of customisation ,or cost of value or or rarety what they

are offering.there are several kinds of market entries plan of action like licensing exporting
franchising and they are much beneficial for entering into a market..
Recommendations
 It is advised to Tesco company to evaluate or measure the market on the basis of their
effectiveness and their uniqueness in the market so that they can increase their brand
image or their goodwill.
 It is also advised to Tesco that they should adopt franchising and licensing strategy
because it will help them to improve and develop their Business expansion at more larger
scale.
Market context, including insight into how firm should adapt their marketing strategies for
various markets.
Evaluation
Identifying effective countries: In this it is very essential for are required to analyse and
identify the most effective Nations that have the capability to adopt new business and give better
outcomes (Giyazova and Zayniev, 2020)
Identify competitors It is the another factor by which the international market is being
measured in which day shows our present that the competitors are to be analysed or evaluate
business specific or particular sector so that the location of resources are used accordingly.
Marketing strategies-
Market strategies in Tesco company franchising and licensing as a comes into
international market strategy this can be applied by the company in order to target a
commercial sectors for operate their activities and operations.
TASK 3
P5 Present an overview of key arguments in global VS local debate
In the international market sector Global and local marketing is being adopted in order to face
the challenges of high competition level it is much important or essential for Tesco to be aware
about the kinds of marketing so that they can achieve or accomplish their objective within a
given time period
Basis Global marketing Local marketing
Offered products &
services
Global marketing share
heterogeneous goods with the
youth portfolio across the
Local marketing goods and
services are being shared to the
consumers according to their
needs and Desire and then they

world. customise their product..
Promotion Global level of marketing in
this Tesco company use
several promotional strategies
or concept like digital
marketing social media
platforms newspaper and
many more..
Promotional strategies in the
market of local companies are
adopted magazines newspaper or
many more.
So it has been measured that global and local marketing are different from each other on the
basis of their activities or strategies which is adopted by them.
M3 Evaluate context & circumstances in which firm need to adapt global or local approach
It is very required to adopt the process in the local or global market because using these
approaches or methods it is analysed that this will minimise chances of risk factors and barriers
(Grubor and Jakša, 2018). Also to remove or analyse the intensity of competition or some
circumstances which is related to the economy on the basis of these factors these approaches are
used by the company.
In context of Tesco they are required to adopt market sales analysis so that they can
analyse or evaluate different circumstances which is easy for them to use these kinds of
approaches or methods.
P6 Examine how product, price, pricing & promotional distribution approach are different in
variety of international contexts
Marketing mix is a very effective approach that is developed by the business with the aim
of promoting and Advertising the company or their products. It is also a very important concept
because with the support of marketing makes it makes it easier for the company to understand
the barriers and make decisions for the business. In Tesco company this concept is explained
below:
Product: it is a thing which is adopted or applied for exchanging process in order to earn the
profit or or enhance the sale. In Tesco Company they have large number of products also the

variety of products so that deals with several kinds of products like clothes shoes furniture
grocery and many more in the market
Price- price is a term which is refers to value of something of cost of something which has been
applied for trading a product in Tesco they use or applied some strategies which is related to the
pricing on the basis of the market conditions.
Place- Place is something which is advert to the location from where the distribution of the
goods is needed to be adopted Tesco company they have different kinds of outlets or stores in
their local or domestic Nation and in a target market of the foreign country so that they can cater
or offer their products in that market where customer can easily get their product.
Promotion- promotion is a strategy which is used for upgrading or boosting their products in
order to increase the productivity of the company(Kolk, 2016. In context of Tesco there you
several kinds of strategies like advertising promotion through digital media etc.
Distribution- Distribution this is the process in which the goods is required to distribute or sale
in the market buy online platform or offline platform.
M4 Determine & articulate in detail how to adapt the marketing mix of selected firm in different
international context
Market mix is a strategy which is considered by the TESCO in order to come into international
market. It also helped them to achieve their complete their targeted goals and objectives in
particular time period.
D2 Produce critical evaluation of how marketing mix is applied to range of international contexts
Marketing mix is a very essential or required to apply a different situation or circumstances
so that they can get and gain positive outcomes. Major advantage of using marketing mix is
that it helps the company to understand the Trends for the dynamics which are occur in the
surroundings or to analyse the behaviour of the customer.
TASK 4
P7 State & discuss several international marketing approaches your client entity can select
Marketing concept are very required for growth because they assist the company how to
develop their organisation. There are several approaches or Concept which are obtained for
achieving accomplishing their goals in a factor manner. So there are some different kinds of
methods which are required and beneficial for the company and these are mentioned below:

Direct exporting-
Direct exporting is a method which is Edward to the vendors of procedures that directly
trade goods in the international market by distributors for 3rd party (Rezvani and Fathollahzadeh,
2020). It is the most effective and appropriate marketing method that can be adopted by the
Tesco in order to deliver their goods globally in deal with the international market on the direct
basis.
Advantages
 The main advantage of this method is that it handles or control the transaction which is
present on the organisation of the owner and there is no need of Huge number of people
to involve in this procedure.
 Another advantage of direct exporting is it makes company capable to analyse and
understand the feedbacks of the customers so that they can in hens all improve their
products value and brand for future growth.
Disadvantages-
Exporting of goods and services is done directly to the customer so it makes difficult for
the company to connect with customer in the foreign market because they have different culture
or the way of communication.
Indirect exporting
It is another method of doing business in foreign countries at international level. In this in
direct exporting, middleman agents are involved within a process of exporting and responsible
for selling of products of company to end users.
Benefits
The main benefit of this method is It helps them to grow in the market and interact with more
customers and increase their effectiveness in the market through the intermediates.
Drawbacks
Drawback of this method is that agents are included during the whole process and they charge
extra or higher fees which will create impact on the profit margin of the company.

M5 Evaluate several marketing approaches & competitor analysis in relation to organisation &
make recommendations on how they should operate in firm viewpoint
Marketing approaches are used effectively and play the important role in order to come
into International countries in a very effective manner these approaches help the company to
achieve or accomplish their goals and objectives in the market (Ritz, Wolf and McQuitty, 2019).
There are several kinds of approaches like exporting, indirect exporting and many more are
adopted by the company in order enhance and improve the activities.
P8 Differentiate between home & international orientation & ways to access competitors,
outlining effects of each method
The objective of the company is to adopt international marketing for enhancing and improving
the business activities full stop with the support of these orientation method it is become very
easy to make decisions and these are mentioned below:
Ethoncentric- It is a kind of orientation of marketing in that a company are required to do
business at the international market but they do not want to do why the investigation about host
Nation market. This orientation is focuses on the development or enhancement of goods as
compared to the market.
Polycentric- This orientation concept international marketing in that improvement of the goods
is being focused or concentrated by the appropriate examine or analysis of a particular targeted
market. Moreover they analysed the rights of the workers in order to execute in the market
according to the Trends and requirements of the consumers.
Geocentric-This is the orientation in which the international marketing for Enterprises target
share market on the basis of Geographic regions and the use single marketing plan of
action(Smigielska and Stefanska, 2017). In context of Tesco they opted or adopted this strategy
with the purpose of exploring new opportunities so that they can increase and enhance their
business and get more opportunities in order to create wide customer base.
Home VS international orientation
BASIS Home orientation International orientation
Market perception In this perception of marketing
is being considered by the
company on the basis of
international market in
domestic market in order to
fulfil the requirements.
International orientation is is
review by the whole strategies
which is adopted by the company
and in that their activities are
executed accordingly.

Market strategy In domestic orientation market
Strategies are applied at the
low level and the domestic
market operations are
expended in order to entering
into foreign market.
Market strategies is acquired by
them in order to analyse and
evaluate the best strategies.
D3 Make recommendations on how entity should be structured to maximise opportunity in
international view
It is very important and essential to define structure for the organisation so that they can make
decisions and they can adopt or carried out the best or appropriate Strategies for the company
moreover through appropriate structure organisation it is become easy for the company to gain
maximum opportunities to come into the international market (Syaglova, 2017). In the context of
Tesco they are required to form their Organisation on the basis of orientation so that they can
expand their business more and get more opportunities.
CONCLUSION
From the above mentioned report it has been concluded that international marketing play
important role in order to grow and enhance their business. This report is gives wide information
about how the company can adopt the international marketing concept in order to accomplish
and achieve their targeted goals and objectives. Moreover it is analyse that the customers’
expectations are changing and it is become their responsibility to provide them with the best
quality and satisfied them.

REFRENCES
Books and Journal
Area, T., 2017. MARKETING AND MANAGEMENT.
Blut, M., Teller, C. and Floh, A., 2018. Testing retail marketing-mix effects on patronage: A
meta-analysis. Journal of Retailing, 94(2), pp.113-135.
Chong, W.K., Man, K.L. and Kim, M., 2018. The impact of e-marketing orientation on
performance in Asian SMEs: a B2B perspective. Enterprise Information Systems, 12(1),
pp.4-18.
Christou, E. and Chatzigeorgiou, C., 2020. Adoption of social media as distribution channels in
tourism marketing: A qualitative analysis of consumers’ experiences. Journal of
Tourism, Heritage & Services Marketing (JTHSM), 6(1), pp.25-32.
El-Omari, H.A., 2019. Marketing information, management and use: The case of Saudi
Arabia. Journal of Islamic Marketing.
Giyazova, N.B. and Zayniev, A.A., 2020. Types of marketing communications and their
classification. In International scientific review of the problems of economics, finance
and management (pp. 32-38).
Grubor, A. and Jakša, O., 2018. Internet marketing as a business necessity. Interdisciplinary
Description of Complex Systems: INDECS, 16(2), pp.265-274.
Kolk, A., 2016. The social responsibility of international business: From ethics and the
environment to CSR and sustainable development. Journal of World Business, 51(1),
pp.23-34.
Rezvani, M. and Fathollahzadeh, Z., 2020. The impact of entrepreneurial marketing on
innovative marketing performance in small-and medium-sized companies. Journal of
Strategic Marketing, 28(2), pp.136-148.
Ritz, W., Wolf, M. and McQuitty, S., 2019. Digital marketing adoption and success for small
businesses. Journal of Research in Interactive Marketing.
Smigielska, G. and Stefanska, M., 2017. Innovative positioning as a marketing tool of retailers
on the food market. Entrepreneurial Business and Economics Review, 5(1), p.77.
Syaglova, Y.V., 2017. Influence of the Marketing Paradigm’s Cycles Patterns on the Global
Entrepreneurship. Ekonomicko-manazerske spektrum, 11(1), pp.48-61.

Ulker-Demirel, E., Akyol, A. and Simsek, G.G., 2018. Marketing and consumption of art
products: the movie industry. Arts and the Market.