Table of Contents INTRODUCTION...........................................................................................................................4 TASK 1............................................................................................................................................4 P1. Scope and Key concepts of international marketing.............................................................4 P2. Explain the rationale for it to want to market internationally and various routes to market the organisation...........................................................................................................................5 TASK 2............................................................................................................................................6 P3. Key criteria and selection process to use when considering to enter in international market .....................................................................................................................................................6 P4. Different strategics of market entry with their advantages and disadvantages.....................7 TASK 3............................................................................................................................................8 P5. Overview of the key arguments in international versus local debate...................................8 P6. Product, price, place and promotional distribution approach differs in a variety of international contexts..................................................................................................................9 TASK 4..........................................................................................................................................10 P7. Analyse the various international marketing approaches...................................................10 P8. Compare home and international orientation and ways to assess competitors, outlining the implications of each approach...................................................................................................11 CONCLUSION..............................................................................................................................11 REFERENCES..............................................................................................................................12
INTRODUCTION Marketing is a process and activity of selling, promoting and delivering the goods and services which are manufactured by a company according to their customer requirements and their taste & preferences with the purpose of providing satisfaction to them. International marketing is described as the performance of business activities which are designed by the company to plan, price, promote and direct the flow of a company's product and services to its target audiences and users in more than one nation for a profit(Baker and Saren, 2016). This assignment is based on CafePod Coffee company which operate its business in UK and headquartered in London. It was founded in 2011 by Peter Grainger and deals in soft drinks industry. This report will discuss about the scope and key concepts of international marketing. Further, will define about the key criteria and selection process to consider to enter in internationalmarketanddifferentmarketentrystrategies.4Psofmarketing,marketing approaches and comparison among home and international orientation will explain. TASK 1 P1. Scope and Key concepts of international marketing Concepts of marketing International marketing is the process of operating business in term of selling purchasing, promoting transferring the products and services of the company so that it can help in its business growth, success and development. The concept of international marketing is finding and satisfying the needs and demands of international target audiences better than the competition both domestic and global. It is the process of coordinating marketing activities within the constraints of the international atmosphere. When a company operate its business globally then
the main objective of the firm is to provide satisfaction to their needs and wants by providing them goods and services according to them. CofePod is a soft drinks small company which operate its business in only UK. But now the management of the company is decided to expand their business internationality by manufacturing new product different flavours healthy shakes. The administration decided to expand its business in China because in this nation people prefer health drinks in comparison to others(Bowie and et., al., 2016). The concepts of expanding business this place is to make maximization in the growth of the firm in term increasing profitability, sales and productivity etc. Scope of international marketing Now these days marketing firms are not restricted to operate the business to their national borders. New markets are springing forth in emerging economies like China, Indonesia, Brazil and many other economies all over the world. So global market provide opportunities with the purpose of expansion of economies with the help of increasing buying behaviour and with the assistance of changing consumer taste and preferences(Demangeot, Broderick and Craig, 2015). If CofePod operate its business globally then it has large scope to export or deliver its products and services internationally which help in maximizing the sales of the company and provide various competitive advantages. With the assistance of international marketing, this firm can purchase raw material from globally for the production of the production of the products and services which are offered by it. It provide wide scope fro the growth and success of the firm to maximize its sales, profitability, productivity and increase customer base. P2. Explain the rationale for it to want to market internationally and various routes to market the organisation The major purpose of this company is firm is operate its business internationally to make growth, enhance business size and earning profit. The administration of CafePod want to expand its business so that it can offer its existing and new healthy shakes products to its global target audiences so that they can provide satisfaction to their needs. Another motive regarding business expansion is to earn profit to improve economic condition of the company and gain competitive advantages from the international market. There are several ways and routes through which this firm can market and expand its business at global marketplace. They are mentioned as below: Direct route- The management of the company can use those ways through which it can make direct contracts with the people in global market with purpose of selling goods and services to
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them. The administration of respective company can use several channels like offering, sales representatives,websitesdeliveries,conductingexhibitions,distributingthemailorder catalogues to make direct contact with their target audiences. It help in creating a good impact and retain customers till long time period. Indirect route- It consider the channels where the firm enters into a contract with third party and hand over the responsibilities to influence behaviour of customer to them(Ghauri and et. al., 2016). There are some channels which can be considered by CafePod, they are as follows: Alliance partners- it indicates to group which are smaller in size but process the capacity to advice respective firm towards the business initiatives which can be undertaken by the company to impact and effective entry at marketplace. Channel partners- It refer to those companies who have technical expertise to effect the consumers mentality and make them to analyse the advantages of the products which are offered by the company(Gillespie, 2015). The administration of CafePod can use these channels in form of route and ways to market. TASK 2 P3. Key criteria and selection process to use when considering to enter in international market During the time of entering in international market, the organization can consider various criteria like growth rate, life style of people in that nation and others. In context of CafePod, there are several criteria which can be considered by the management of the company to enter in international market. Some of them are defined as follows: Cost of labour- In China, the cost of labour is low in comparison to UK, so the administration of CafePod can considered this nation to expand its business and enter in international market. This will be beneficial to the company to save its labour cost. Life style of people- in China, people live simple life and healthy life in comparison to others like UK. At that place people prefer liquid diets and healthy drinks in their meal and food. So the administration of CafePod can get a wide range of growth opportunities. Because this company want to expand its business with the help of its new flavoured healthy drinks which can be liked by the population of this country. It will be beneficial to increase the sales, profitability and enhance productivity of the firm.
Market selectionis also play and important to enter the business of a company at international level. The selection process of marking is as following in context of CafePod: International marketing objectives- It is the first step of this process which refers that the management of the company deigned objective before enter in the international marketing like growth of the business, earning profit and satisfying customers needs etc. Parameters for selection- It is the next step of this procedure within which the company decidetheparametertochosethemarket(HoppnerandGriffith,2015).Therespective organisation can set parameter to select market on the basis of availability of resources, global environment, market condition, national authorities plans and policies, competition etc. Short listing market- After analysing the parameters of selection, the management of the company can shortlist the market on the basis of selected variables(Katsikeas and et. al., 2016). In this phase, the administration can chose a market which can be beneficial to the company and where the company can gain various competitive advantages. Test marketing- After selecting the market, the administrator of the company test the market by launching its products and services at marketplace. It assist the manufacturers in assessing overall response of the customers from a particular market, after tested success, the manufacturing can be undertaken on a mass scale. Commercial production- It is the last step of this process in which once the product is tested in the market, the firm go ahead with mas manufacturing, minor improvement. The management of CafePod can produce large number of goods and services as per their consumer demands and offer them to their customers. P4. Different strategics of market entry with their advantages and disadvantages Franchising-It is a form of business through which the owner of the company obtains distribution through affiliated dealers. It can be a process of arrangement where a company provide the rights to another firm to use its trademark or trade name as well as certain business systems and procedures to manufacture and produce, promote and deliver products and services as per certain specifications. Advantages and disadvantages- It s beneficial to the management of CafePod because thefirmcanusethisstrategyinmarkettoenteritsbusinessandgoodsorservices multinationally. The disadvantage of this strategy is that there are usually restrictions on where the firm can operate business, sell products and purchase raw material.
Partnership- It refers to the process and activities of collaborating with a person and business concern to make relationship with an area of market. It can be a process under which a company can expand its business to sell its products and services or gaining competitive advantages. There can be two or more than two companies, can be used by the firm to make partnership. Partnering up is a comparatively unclear statement because it can be anything. A company can get a partner in a foreign nation to simply assist with marketing or just as invested in all facets of the business according to partnership business(Kotler and et. al., 2015). The management of CafPod can use this way to market and make expansion in its business concern by making partnership with other reputed or well known firm in another nation. Advantages and disadvantages-It is beneficial to maximize the business of the company and increasing the sales because the partnership company is well known in the nation and people are familiar with it(Kotler and et. al., 2018). So it help in reducing promotional cost and maximizing the profitability of the company. Disadvantage of partnership is that there are limited resources, instability and restriction on transfer of interest. Joint venture- It is a type of partnership but there are only two companies or people to make partnership regarding their business. It can be an agreement of two companies through which two organisation combine their marketing plan of action with the purpose and motive of maximizing their market share and revenues. In context of CafePod, the administration of the company can use this way to market its products or services, maximize their profits, enhance productivity and increase profitability & customer base. Advantages and disadvantages-It is beneficial to the company because it supply organisations with the possibility to profit new capableness and expertness. The drawback of it is that it consume time and effort to develop the right relationships with other business which can be challenging. From the above information it can be summarised that partnership is the best option to CafePod to market its business with the help of its products and services. It is beneficial because the companies are well with which Cafepod make partnership so it help in making familiar with the help of its products and services in easy manner.
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TASK 3 P5. Overview of the key arguments in international versus local debate It is basically considered that international marketing is effective for organisations because it help in providing growth options to maximize the sales, profit and revenue of the company by offering its services to its target audiences by manufacturing goods and services a per their needs and requirements. So that they can show their interest and retain with the firm till long time period(Michaelidou and et. al., 2015). Effective quality of infrastructural and abstraction facilities help in providing advantages to the entity in terms of increasing market share and profit margins. In order to it, local marketing lags behind international marketing as this tends to deficiency the resources, raw materials, infrastructure as well as required technology to conduct productioninamannerthatcanfurnishcompetitiveadvantagestothefirmregarding international competitors(Morschett, Schramm-Klein and Zentes, 2015). Local marketing is not much preferable a the means to get attention of large customer base which is not reach in the to the company in domestic nation. Someofthepopulationbelievethatlocalmarketingdonotprovidebenefitsin competitive market as the former is less decomposable and the entities are rather familiar with the market scenario of domestic nation. The financial resources needed for establishing the name and position of the firm in home country is much easier than while going global. Therefore, the possibility of sustainability is high when the company is involved in local marketing. Regarding it, international marketing is ascertained to be effective as the customer contact in global market is hard to maintained. Because this owes to the presence of number of rivals who are always waiting for a possibility to request the target audiences of a setted firm and minimise their market growth and share also. P6.Product,price,placeandpromotionaldistributionapproachdiffersinavarietyof international contexts Marketing ix is the process of putting a right product at right place in right time so that customer can take benefits and provide satisfaction to their needs and demands. 4P's of marketingconsistproduct,priceplaceandpromotionwhicharehighlyaffectedbythe international marketing in different ways like high competition, change in customers needs and
demands etc. Each country is unique in term of language, culture, value, belief, customers needs & wants and others(Murphy, Laczniak and Harris, 2016). Regarding it, while operating the business in China and other global markets, the marketing efforts like strategies, plans, products, price, place and promotion etc. will be differ in context of home country. 4P's of MarketingLondonChina & International market ProductThe entity offer pure, organic and healthy drinks to serve the needs and demands of target audiences. The product of CafePod can be acceptedaccordingto customerdemographic, packaging,requirementof taste & preferences of the new marketplace. PriceThe pricing strategy which can be use by the company was highbecausethefirmhad reinforcedupitsallegiant consumerbaseoveryears (Parry, 2016). CafePodcanusevarious pricingstrategiesinits businessduringthetimeof internationalisationsuchas penetration,competitiveand skimming pricing. PlaceAt present time, this company used various promotional tools and channels like TV, Internet, socialmediaandotherto provide information about the innovationregardingits products and services . The management of this firm canuseseveralpromotional tools to promote its products likesocialmedia,marketing campaigns and others to attract and getting attention of people so that they can buy product. PromotionCurrentlythisfirmoffer productsandservicesinits firm and current location. In global market, the company canusedifferentoptiondo distributingproductsand serviceslikewholesalers,
retailers, online mode etc. TASK 4 P7. Analyse the various international marketing approaches There are various marketing approaches which can be adopt by the management of CafePodduring the time of international marketing. Some of them are defined as below: Multinational- These are the entities which have their outlets or offer facilities situated in various nations whereas each and every location operates and functions in its manner. These kind of entities have their offices and factories in several locations and destination but centralised head office in that country where they coordinate international administration(Skarmeas, Zeriti and Baltas, 2016). For example, McDonald's, KFC and other firms. Global- It refers to those process outlets which spread their business across different nations but they follow a uniform firm culture with consistent set of procedures that help in facilitating an appropriate and adequate single international entity(Souchon and et. al., 2016). These are those firm that operate their business in at least one country outside of its nation of origin. For example, Apple, Starbucks and others which operate their business at global level. Transnational- These are those kind of firm which are complex in nature and operate considerableartefactswhileorganisingbusinessinmorethatonecountry.Theydonot particularly offer consideration to any specific nation as their national place. For instant, Nestel is the best example of it. As per above defined information, it can be summarised that international approaches are different and can be accept by the firm to make expansion in the business of the company at global level. P8. Compare home and international orientation and ways to assess competitors, outlining the implications of each approach Home orientation is known as the better approach by which firms can make appropriate notice in order to communicate every condition of market with employees at workplace. With the help of this orientation scenarioCafe Pod firmcan provide better goods and services successfully in domestic countries as well as another countries(Skarmeas, Zeriti and Baltas, 2016). There are
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some implications which is followed by respective organisation in order to measure different ways for dealing with various competitiors. There are some ways, those are listed below: Implication:It shows the strong relation between national and intentional countries for Cafe pod. Ways to assess competitors:According to this approach competitor'sdo not have lots of power so that there is a few chances of damage to the reputation of an organisation. Therefore, it is helpful for an organisation by giving them low rivals of threat at marketplace. There is another orientation is international orientation which is mainly used to describe exist similarities within the marketplace. Together with it also looked at so many differences across the globes. There are lots of similarities and differences which can understood by particular strategies in reference with international markets and its scenario as well. Implication:This sort of orientations always renders as the competitive edge all over the competitors for Cafe Pod along with they ensures that they can stay for long period of time at marketplace (Souchon and et. al., 2016). Ways to assess competitors:By having huge competitions respective firm can make unique tools and strategics in order to reduce competition and able to gain appropriate goodwill at marketplace by having good positions globally. With the help of this way they can reduce overall threat from the organisation and gain good reputation properly(Vellas, 2016). From the above concept it has been observed that marketing mix is very different concept from the national or international markets. All these sort of forms are taken by CafePod in order to expend their different devices in China. With the help of this they can get better chances to gain more and more opportunities at marketplace. Therefore, it has been recommended to respective firm they should bring more and more innovative techniques in order to influence other people globally. By having unique tools and strategics they can expand their business in China at large level so that they can get success and able to make unique plan accordingly. On the other side it has been recommended too that they should analyse overall concepts of devices which is followed by them in order to achieve goals appropriately. If they follow all these types of strategies than they can make better goals and able to stay in market for long period of time. Moreover it has been recommended too that they should focus on overall promotional activities of their overall goods and services which can influence overall population of China in a better way. When population of china will get influenced in a positive way then they can achieve their
overall target by giving them better product and services so it helps to expand their business in other countries. Therefore, all these orientation are necessary for betterment of future for Cafepod. CONCLUSION As per defined preceding information, it can be summarised that marketing is and effective aspect to sell, promote and deliver services to the target audiences of the company as per their needs and requirements. International marketing is beneficial to deliver these services to its global consumer as their needs according to their culture, values and beliefs etc. Different marketing ways and routes are essential for the growth and development of the business of the company and attaining is set business objectives. Different strategies to enter a new bushiness in to international market are beneficial for the expansion of the business so that they can accomplish their designed goals and providing services to their global consumers.There are variousapproacheslikemultinational,globalandtransnationalwhichareeffectivefor international business of a company when it is going to expand gloablly.
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