International Marketing: Scope, Concepts, and Strategies

This document provides an overview of international marketing, including the scope and key concepts, rationale for enterprise to market internationally, routes to market, key criteria and selection process for international market entry, market entry strategies with advantages and disadvantages, global vs local debate, and how to adapt product, price, pricing, and promotional distribution approach in different international contexts. It also includes recommendations for the firm's marketing strategies and critical evaluation of the international market context.

International
Marketing

Table of Contents
INTRODUCTION.................................................................................................................................4
TASK 1.................................................................................................................................................4
P1 Examine scope & key concepts of international marketing..........................................................4
P2 Discuss rationale for enterprise to want to market internationally & describe several routes to
market................................................................................................................................................4
M1 Examine opportunities & challenges that marketing internationally presents an enterprise........5
TASK 2.................................................................................................................................................5
P3 Examine key criteria & selection process to use when considering which international market to
enter...................................................................................................................................................5
P4 Analyse various market entry strategies with advantages and disadvantages...............................6
M2 Apply market evaluaton criteria, entry strategies & make recommendations..............................7
D1 Produce a critical evaluation of international market context, including insight into how firm
should adapt their marketing strategies for various markets..............................................................7
TASK 3.................................................................................................................................................8
P5 Present an overview of key arguments in global VS local debate.................................................8
M3 Evaluate context & circumstances in which firm need to adapt global or local approach...........8
P6 Examine how product, price, pricing & promotional distribution approach are different in
variety of international contexts........................................................................................................9
M4 Determine & articulate in detail how to adapt the marketing mix of selected firm in different
international context..........................................................................................................................9
TASK 4...............................................................................................................................................10
P7 State & discuss several international marketing approaches your client entity can select...........10
M5 Evaluate several marketing approaches & competitor analysis in relation to organisation &
make recommendations on how they should operate in firm viewpoint..........................................11
P8 Differentiate between home & international orientation & ways to access competitors, outlining
effects of each method.....................................................................................................................11
D3 Make recommendations on how entity should be structured to maximise opportunity in
international view............................................................................................................................12
CONCLUSION...................................................................................................................................13
REFERENCES....................................................................................................................................14
Books & Journal:.............................................................................................................................14

INTRODUCTION
Market is wider and broader according to which functions as well as operations are
carried out. International marketing is defined as process of procedure of exchange of goods
and services in foreign countries (Hult, 2018). It is important to be aware about both domestic
as well as internati).onal market so that goals are achieved. Plum Baby, an organic food
company headquartered in U.K. Enterprise located has number of stores around the globe.
This report comprises of scope and concept of international marketing, routes to access
international market, criteria and selection process, market entry strategies, arguments in
global VS local debate, concepts of product pricing promotional and distribution approach,
international marketing approaches and home and international orientation and ways to assess
competitors implications.
TASK 1
P1 Examine scope & key concepts of international marketing
In business sector concept of international marketing is important to be focused and
adopted so that goals and objectives are achieved in appropriate manner. Focusing on this
concept sealing of goods and higher profit is achieved in effective manner.
In context with chosen organisation they have also adapted with international marketing and
for gaining competitive advantage in market. So cope of this concept is further explained
below-
 Reduces risk & provide opportunities- International marketing is an important
concept because it provides extensible opportunities to the business which is
beneficial for growth and development. It also reduces risk of uncertainty of events
because it makes enterprise financially strong through which such situations are faced
and risk are reduced in proper manner.
 Establishes strong relationships- It is another scope area of international marketing
as it promotes and develop a healthy relation between one country with another. It is
beneficial for business to run activities at wider scale in effective way so that problem
or issue does not arise. With changing period of time, does become essential to
expand business so that sustainability for longer period. From analysis of above
matter it has been stated that it is essential for marketers to focus on international
marketing and developing business at wider scale so that resources and opportunities
are accessed in effective way (Samiee, 2019).
P2 Discuss rationale for enterprise to want to market internationally & describe several routes
to market
It is stated that making business at international level is not an easy task and deep
level of information and higher expertise. There are various types of regional which are
focused by entity with aim of becoming internationally and are discussed below-

 By making business internationally, it is often seen that goals as well as objectives are
achieved at larger level. In context of chosen organisation, they are expanding their
business in every part of country which provides them more profitability.
 Another option for becoming international is that it provides a brief knowledge about
market and external access to various field through which it is easier to implement
strategies within a business. Moreover, other reason for becoming international is that
companies are able to gain competitive benefits in various sectors such as technology
development, efficient resources etc. Moreover, there are different types of market
entry methods which are being carried out by Plum Baby when going to international
market and are mentioned below-
Franchising & licensing- Franchising is refers to an agreement or arrangement in which
franchisor allows a licence authority to franchising to use the product under the brand name.
Licensing is defined as granting permission to another enterprise to use intellectual property
rights for a limited period of time. Therefore in context of selected enterprise they use this
method as a market entry strategy which is beneficial for business growth at international
level (Zeneli, 2018).
Exporting- Exporting is a process through which exchange of goods and services as well
as product is done at both National and foreign countries. In context with Plum Baby, they
export their goods and products worldwide through long distribution channels. The above
explained the paragraph shows that reason for enterprise want to become market
internationally and routes to market. It has been evaluated that it is important for operation to
access in foreign countries with proper market analysis.
M1 Examine opportunities & challenges that marketing internationally presents an enterprise
Opportunities-
 Marketing internationally provides opportunity to Plum Baby of accessing to both
financial and result sources at larger level.
 Another opportunity of internationally available to selected organisation is that they
are able to expand business activities as well as operations at wider level which
increases their goodwill.
Challenges
 Challenges of marketing internationally which is present in context of plum baby is
that due to uncertainties of event in market business might get affected.
TASK 2
P3 Examine key criteria & selection process to use when considering which international
market to enter
When going to becoming international market, it is essential to select the appropriate
market for a business so that everything is being carried out effectively. Selecting a market
for business is a difficult task and which together appropriate research. So there are several

types of steps which are needed to be followed by Plum Baby when selecting international
market which are discussed below-
 International marketing objectives- It is first aspect and criteria which is Focus by
company in cause marketing objectives of a business’s important to be focused on the
basis of which international process is adopted. If object is at international market or
not satisfactory achieved than becoming internationally is not a good idea (Chan,
2018).
 Parameters for selection- When name of the coming for entering into international
market, evaluation of appropriate market is necessary and which is chosen on the
basis of different parameters through which selection is done. Moreover, there are
different types of parameters which are focused such as government policy, intensity
of competition, economic stability etc.
 Preliminary screening- It is another criteria on basis of which market selection and
evaluation is done as it reflects the important goals which are important to achieve
and reducing those which are at low priority level. So preliminary screen is also
carried out on basis of various parameters such as per capita income, foreign
exchange rates etc.
 Short listings of market- After successfully preliminary screening, those market
sectors are neglected we do not provide benefits for profitability to company.
Shortlisting market serving selected from a large number of alternative options.
 Evaluation & selection- It is a stage when final and targeted market is adopted for
business activities in foreign countries. Shortlisting is done and decision making for
children targeted market is elected as well as selected for further process.
 Test marketing- It is the last age in which market is being tested at niche level cause
in this products are sample of products are introduce and distributed within a small
segment to customers. Then impact and response of customers towards product and
brand is tested (Tanasiichuk, 2019).
Thus, key criteria and selection process of choosing market to enter into foreign market
needs a proper decision making, brainstorming session so that everything is done properly.
P4 Analyse various market entry strategies with advantages and disadvantages
In business sector to enter into foreign market strategies and tactics both are required
at same respect so that procedures are carried out effectively. Moreover, it is responsibility of
manager to ensure that appropriate market strategies are being adopted so the resources are
used in most efficient manner which leads to better results. So, there are several types of
market entry strategies which are mentioned below-
Franchising & licensing-
It is most effectively use strategy and which can be understood by Plum Baby. This is
because it will help them in expanding their business activities in two foreign countries at
larger scale. Both, franchising as well as licensing assists in entering into international market
at wider approach.
Advantages

 Main benefit of using this strategy is that through this choose inform can share both
profit and risk with other parties were also interested in becoming internationally.
Furthermore, as Plum Baby has limited financial capabilities by going with the
strategy will help them to unpin their activities financially (Ezell, 2019).
Disadvantages-
 Due to any external forces, conflicts between both the parties might arise which can
also disrupt the business environment. In reference with selected enterprise, this will
affect their overall another structure and other activities.
Exporting
It is a type of market entry strategy in which manufacturing and production of goods
as well as product is being done at foreign countries. This is the fast way of entering into
foreign markets.
Advantages
 Through going with this market entry strategy, entity is able to develop and establish
more relationship in business market which also leads to expanding of long
distribution channel.
Disadvantages-
 Main drawback of this entry strategies that rules and regulations are needed to be
maintained by company because exporting in foreign market are affected by tax,
duties etc. (Ozkaya, 2018).
M2 Apply market evaluaton criteria, entry strategies & make recommendations
Market evaluation is being done by Plum Baby on the basis of different factors such as
urgency market size pricing potential cost of customisation cost of value delivery, uniqueness of offer
etc. There are different types of market entry strategies such as exporting franchising and licensing
etc. Both are beneficial for entering into a market and are to be used by enterprise.
Recommendations
 It is recommended to Plum Baby, to evaluate their market on the basis of uniqueness of offer
so that brand Goodwill increases.
 It is also recommended to choose an enterprise; they should opt for franchising and licensing
as a market entry strategy as it will help them to enhance their business expansion at larger
scale.
D1 Produce a critical evaluation of international market context, including insight into how
firm should adapt their marketing strategies for various markets.
Evaluation
Identifying potential countries- In this, it is important to identify potential countries
that have the ability to accept new businesses and deliver better output.

Identify competitors- It is another factor through which international market is being
evaluated in which it shows that competitors are to be identified business specific field so that
resources are used accordingly.
Marketing strategies-
In relevance of selected company, franchising and licensing as a market entry strategy
and this can be used by them throw targeting commercial sectors for a business to run
activities and other operations.
TASK 3
P5 Present an overview of key arguments in global VS local debate
In market sector both global and local marketing is being carried out with rise of
competition at higher level. It is important for choosing enterprise to be aware about both the
types of marketing so that it is easy for them to achieve objectives within a period of time.
Basis Global marketing Local marketing
Offered products &
services
In this global marketing
enterprise distribution offers
heterogeneous products with
large portfolio around the
globe (Acikdilli, 2018).
In this local marketing, products
as well as services are being
offered to customers on basis of
their needs and requirements
according to which customisation
is also provided.
Promotion At this global level of
marketing, plum baby tense
to use promotional techniques
and methods such as social
media platforms, digital
marketing, newspaper, radio
etc.
Promotional techniques in local
marketing company are being
carried out such as newspapers
magazines, town criers & many
more.
Therefore it has been evaluated that both global and local marketing are different
from each other according to which business activities and operations are executive by
enterprises.
M3 Evaluate context & circumstances in which firm need to adapt global or local approach
It is essential to adapt approaches at both global as well as local. Prior to using these
approaches circumstances are to be examined and analysed so that problems does not arise.
So, intensity of competition and economic circumstances are to be examined on the basis of
which global and local approaches can be used.

In context of selected firm, they need to carry out market sales analysis so that
different situations are being analysed and determined through which it is easy for them to
use such approaches.
P6 Examine how product, price, pricing & promotional distribution approach are different in
variety of international contexts
Marketing mix is a strategic approach which is developed by cooperation with
purpose of promotion and advertising the brand or a product. It is an important concept
because with the help of this it is easier to make decisions within a business area. In context
of selected enterprise, this concept is further explained below-
 Product- It is a thing or an item which is used for exchanged process and is meant for
sale. In viewpoint of Plum Baby, they also have a large number of product portfolios
and mostly deals in baby food and manufacture those products in market.
 Price- A price refers to value of a something which is been used for sale. It is
essential to be aware about the price of a product so that process of exchange is
carried out properly. So in context with selected organisation they use pricing
strategies on basis of market situations. Without putting a price on a product it is not
possible to sell in market (Baruk, 2018).
 Place- It refers to location from where distribution of a product is required to be
carried out. Allocation is important for a business because it is essential to provide
appropriate place from where customers are easily accessible to the product or a
brand. So in context of undertaken enterprise, they have various types of stores in
their home country and in a target market of foreign country.
 Promotion- Further comes another component of marketing mix in which it is known
as promotion and in this promoting as well as advertising of a product is done at both
domestic and international aspect. Without use of promotion it is not easy to access to
customer or resources in effective way. So various techniques or tools can be used for
promotion of a brand such as traditional marketing, social media tools etc.
 Distribution- In this component of marketing mix it reflects the process through
which product is needed to distribute and sale is to be done. So distribution can be
done through many ways such as e commerce websites online platform etc.
(Williams, 2020).
M4 Determine & articulate in detail how to adapt the marketing mix of selected firm in
different international context
Marketing mix is an strategically approach which is to be considered by choosing
enterprise in international context in such a way that goals are achieved. Moreover, they can
adopt this marketing mix by properly conducting research analysis through which
information is collected. This help in carrying of this approach effectively.

D2 Produce critical evaluation of how marketing mix is applied to range of international
contexts
In international context point of view, marketing mix is needed to be applied at
different aspects so that positive output is gained. Main benefit of applying marketing is that
it helps in understanding market trends changes and consumer behaviour which are beneficial
for making decisions. The selected company use this approach to carrying out a deep level of
market analysis and implementing strategies.
TASK 4
P7 State & discuss several international marketing approaches your client entity can select
Marketing approaches are essential for growth because they guide how enterprise can
develop their business. These approaches are to be adopted in an effective way which leads to
achieving of better results. Without using these approaches, it is difficult to survive in this
competitive market. So below are different types of methods which are beneficial and can be
adopted by company and are discussed below-
Direct exporting-
Direct exporting refers to process through which vendors of producers directly sells
product in an international market through intermediaries or for distributors or by selling it
directly to the customers in foreign countries. It is an effective marketing approach which can
be adopted by selected organisation as they are responsible for delivering of products
worldwide and deal with foreign enterprises on direct basis.
Advantages
 One of the main advantages of this approach is that control over transactions is
present on owner of enterprise itself and there is no large number of people involved
during process.
 Another advantage of direct exporting is that company is able to understand response
and feedbacks of customers in foreign countries about their product and brand value
which is beneficial for future growth.
Disadvantages-
 As exporting of goods and services is done directly to customers it is difficult to do
business in foreign countries because of elimination of middleman. In context with
Plum Baby, it is a time consuming process for them to attract customers for business
and ensure safety of transactions (Hult, 2018).
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
 Main advantage of this in direct exporting method is that through the help of
intermediary’s middleman it is easy to sell products in international market as they
have a deep knowledge of customer behaviour and trends.
Drawbacks
 Limitation of this method is that middleman agents involved during this process
charge a higher fee which reduces a profit margin of an enterprise. Moreover control
of sale and securing of deal is mostly a in favour of agent which limits the decision
making process (Samiee, 2019).
After examining of above paragraph it is stated that international marketing methods are
essential to be focused by selected enterprise because it will help them to explore new
opportunities and ways of doing business in same field. It is duty of marketing department to
choose separate method of international marketing strategies or tactics are implemented in
most effective manner.
M5 Evaluate several marketing approaches & competitor analysis in relation to organisation
& make recommendations on how they should operate in firm viewpoint
Marketing approaches of international countries to be used in most efficient way so that
object is achieved in a specific way. Different types of approaches such as indirect exporting,
direct exporting are being adopted by selected company on the basis of which they carry out
their activities.
Recommendations
 Through using direct exporting as an international market approach will help
company to operate in target directory customers and reduce the additional people
involved during process.
 They might also use direct exporting as it helps them to reach to customers at rapid
scale and get themselves recognised with in a foreign country.
P8 Differentiate between home & international orientation & ways to access competitors,
outlining effects of each method
Organisation which aims to adopt international market for business activities orphan focuses
and chooses different types of orientation. With the help of these orientations methods it is
easy to make decisions and which are described below-
 Ethoncentric- It is a type of orientation of marketing in which enterprise need to do
business at foreign countries but do not want broad research about a host countries
market. So in this enterprise search for those types of market abroad that it has same
characteristics as a local market so that strategies are not required to adopt. Also in
this main focuses is on development of products rather than market.
 Polycentric- It is an orientation of international market in which development of
product is being focused by proper analysis of a specific market. Furthermore in this

business leverage some of rights to employees of other market or countries to execute
market operations according to changing trends.
 Geocentric- In this orientation of international marketing, enterprises target share
market on the basis of geographic regions and use a single marketing strategy. Also, it
is adopted with aim of exploring new opportunities at wider level. In context of Plum
Baby, they use standardized marketing strategy prior to the launch of product in other
sectors (Zeneli, 2018).
Home VS international orientation
BASIS Home orientation International orientation
Market perception In this home orientation,
perception of a market is being
considered on the basis of
domestic as well as
international market so the
needs are fulfilled at all
aspects.
In international orientation market
is being viewed as a whole strategy
and accordingly activities are
executed. (Chan, 2018).
Market strategy In domestic orientation market
strategies are used at minimum
level and domestic market
operations are expended
rhythm of entering into foreign
countries.
Market strategies at international
orientation, is being adopted with
proper research and analysis so
that better results are achieved.
Therefore explained matter depicts that home and international orientations are different from
each other and it depends upon entities to choose most appropriate one. Moreover impacts of
these orientations slow down process of becoming international league and districts
employees from their core roles or responsibilities.
D3 Make recommendations on how entity should be structured to maximise opportunity in
international view
It is important to structure organisation so that decision making is being carried out properly.
Moreover, through properly structure organisation it is easy to gain maximum opportunity
within foreign countries. Therefore, in relevance of selected organisation they need to
structure their organisation on the basis of geocentric orientation so that they can expand their
business geographically.

CONCLUSION
After a brief analysis of a report it has been stated that international marketing is a
necessary concept which has been adapted at every aspect of market. Within a period of time
and expectation from customers it has now become important to differentiate business
activities from competitors. Therefore, this report gives brief information about how
organisations can use concept of international marketing to achieve goals and objectives.
Furthermore, it is often seen that customers’ expectations are changeable and it is
responsibility of an enterprise to provide them which quality of product and fulfil their needs
accordingly.

REFERENCES
Books & Journal:
Hult, 2018. Addressing endogeneity in international marketing applications of partial least
squares structural equation modeling. Journal of International Marketing,26(3), pp.1-
21.
Samiee, 2019. International marketing strategy in emerging-market exporting firms. Journal
of International Marketing,27(1), pp.20-37.
Zeneli, 2018. Terrorism, competitiveness, and international marketing: an empirical
investigation. International Journal of Emerging Markets.
Chan, 2018. Marketing strategy of a creative industry company in Bandung city. Review of
Integrative Business and Economics Research,7, pp.232-240.
Tanasiichuk, 2019. Influence of transformational economic processes on marketing
management by an international diversified conglomerate enterprise. European
journal of sustainable development,8(3), pp.448-448.
Ezell, 2019. The Way Forward for Intellectual Property Internationally. Information
Technology and Innovation Foundation.
Ozkaya, 2018. Learn Social Engineering: Learn the art of human hacking with an
internationally renowned expert. Packt Publishing Ltd.
Acikdilli, 2018. Consumer ethnocentrism in Turkey: Ours are better than theirs. Journal of
International Consumer Marketing,30(1), pp.45-57.
Baruk, 2018. Purchasers' openess for prosumption in the ethnocentric context. Handel
Wewnętrzny, (6 tom 1), pp.7-24.
Williams, 2020. International orientation of Chinese internet SMEs: Direct and indirect
effects of foreign and indigenous social networking site use. Journal of World
Business,55(3), p.101051.
Williams, 2019. Institutional pressures and international market orientation in SMEs: Insights
from the French wine industry. International Business Review, 28(5), p.101582.