International Marketing: Scope, Concepts, and Strategies

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