Opportunities and Challenges in International Marketing for Hotel Hilton

International
Marketing

Table of Contents
sINTRODUCTION .........................................................................................................................5
TASK ..............................................................................................................................................5
P.1. Analyse the scope and key concepts of international marketing?.......................................5
P.2. Discuss the rationale for an organisation to want to market internationally and describe
various routes to market they can adopt?....................................................................................7
M.1. Evaluate the opportunities and challenges that globally presents in marketing to choosen
client organisation?.....................................................................................................................8
TASK 2..........................................................................................................................................10
P3 Evaluate the key criteria and selection process to use when considering which international
market to enter...........................................................................................................................10
P4 Explain, using examples, the different market entry strategies, including the advantages
and disadvantages of each.........................................................................................................11
M2 Application of market evaluation criteria and entry strategies, and make necessary
recommendations for your selected company...........................................................................12
TASK 3..........................................................................................................................................13
P5 Present an overview of the key arguments in the global versus local debate......................13
P6 Investigate how the product, price, pricing and promotional distribution approach differs in
a variety of international contexts. / M4 Determine and articulate in detail how to adapt the
marketing mix of your client organization in different international markets..........................14
M.3. Evaluate the context & circumstances in which the company adopt local as ell as global
approach to highlight the implications?....................................................................................15
M.4. Determine & articulate in detail the manner to adopt marketing mix of selected company
in international market..............................................................................................................15
D2 Produce a critical evaluation of how the marketing mix is applied to a range of
international contexts. .............................................................................................................15
P.7. Analyse and explain various approaches of international marketing, that the hotel Hilton
can opt?.....................................................................................................................................16
P.8. Make comparison of domestic and international orientation and ways to access
competitors outlining the implication of every approach?........................................................17

M.5 Evaluate various marketing approaches and competitor analysis in relation to an
organization and make recommendations on how they should operate in an international
context?.....................................................................................................................................18
CONCLUSION .............................................................................................................................18
REFERENCES..............................................................................................................................19

INTRODUCTION
International Marketing is defined as the performance of various different business
activities that is designed to make plan, pricing, promoting and directing the flow of a services as
well as goods of the company to customers in more than one country for the purpose to earn
maximum profit. For the respective deep analysis the organisation that was selected in this report
is Hotel Hilton. It was founded by Conrad Nicholson Hilton. It has its headquarters in McLean,
Virginia, U.S. It has around 584 hotels in different locations of the World. The topic that was
choose in this report are analysis of scope and key concepts of international marketing, discuss
the rationale for an organisation to want to want to market internationally and describe the
various routes to market they can adopt, Evaluation of key criteria and selection process to use
when considering which international market to enter, Explain using examples, the different
market entry strategies, including the advantages and disadvantages of each, Present an overview
of key argument in the global vs local debate. Investigation how the product, pricing,
promotional and distribution approach differ in a variety of international contexts are also
describe in this report. Explain and analyse the various international marketing approaches
organisation can opt, compare home & orientation and ways to assess competitors outlining the
implication of each approach are are describe in this project.
TASK
P.1. Analyse the scope and key concepts of international marketing?
Internation marketing: In this various principles of marketing is to be apply in more
than one country, by companies across the national borders. The scope of international marketing
involves the export of goods as well as services in many different countries across the overseas.
Other than export of goods & services, various activities are perform by exports as these
activities are describe as follows.
Scope of international Marketing
 It leads to develop peace in various nation: All the task are associated with
the business for example marketing, development, production especially in high
tech product cases, include audience from different locations of the world to
perform the activity together (Agarwal, 2018). Moreover organisation are a part