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International Marketing Key Concepts

   

Added on  2021-02-20

14 Pages4628 Words114 Views
InternationalMarketing

Table of ContentsINTRODUCTION...........................................................................................................................4TASK 1............................................................................................................................................4P1. Scope and Key concepts of international marketing.............................................................4P2. Explain the rationale for it to want to market internationally and various routes to marketthe organisation...........................................................................................................................5TASK 2............................................................................................................................................6P3. Key criteria and selection process to use when considering to enter in international market.....................................................................................................................................................6P4. Different strategics of market entry with their advantages and disadvantages.....................7TASK 3............................................................................................................................................8P5. Overview of the key arguments in international versus local debate...................................8P6. Product, price, place and promotional distribution approach differs in a variety ofinternational contexts..................................................................................................................9TASK 4..........................................................................................................................................10P7. Analyse the various international marketing approaches...................................................10P8. Compare home and international orientation and ways to assess competitors, outlining theimplications of each approach...................................................................................................11CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................12

INTRODUCTIONMarketing is a process and activity of selling, promoting and delivering the goods andservices which are manufactured by a company according to their customer requirements andtheir taste & preferences with the purpose of providing satisfaction to them. Internationalmarketing is described as the performance of business activities which are designed by thecompany to plan, price, promote and direct the flow of a company's product and services to itstarget audiences and users in more than one nation for a profit (Baker and Saren, 2016). Thisassignment is based on CafePod Coffee company which operate its business in UK andheadquartered in London. It was founded in 2011 by Peter Grainger and deals in soft drinksindustry. 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 ininternational market and different market entry strategies. 4Ps of marketing, marketingapproaches and comparison among home and international orientation will explain. TASK 1P1. Scope and Key concepts of international marketingConcepts of marketingInternational 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 itsbusiness growth, success and development. The concept of international marketing is finding andsatisfying the needs and demands of international target audiences better than the competitionboth domestic and global. It is the process of coordinating marketing activities within theconstraints 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 providingthem goods and services according to them. CofePod is a soft drinks small company whichoperate its business in only UK. But now the management of the company is decided to expandtheir business internationality by manufacturing new product different flavours healthy shakes.The administration decided to expand its business in China because in this nation people preferhealth drinks in comparison to others (Bowie and et., al., 2016). The concepts of expandingbusiness this place is to make maximization in the growth of the firm in term increasingprofitability, sales and productivity etc. Scope of international marketingNow these days marketing firms are not restricted to operate the business to their nationalborders. New markets are springing forth in emerging economies like China, Indonesia, Braziland many other economies all over the world. So global market provide opportunities with thepurpose of expansion of economies with the help of increasing buying behaviour and with theassistance 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 productsand services internationally which help in maximizing the sales of the company and providevarious competitive advantages. With the assistance of international marketing, this firm canpurchase raw material from globally for the production of the production of the products andservices which are offered by it. It provide wide scope fro the growth and success of the firm tomaximize its sales, profitability, productivity and increase customer base. P2. Explain the rationale for it to want to market internationally and various routes to market theorganisationThe major purpose of this company is firm is operate its business internationally to makegrowth, enhance business size and earning profit. The administration of CafePod want to expandits business so that it can offer its existing and new healthy shakes products to its global targetaudiences so that they can provide satisfaction to their needs. Another motive regarding businessexpansion is to earn profit to improve economic condition of the company and gain competitiveadvantages from the international market. There are several ways and routes through which thisfirm 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 makedirect contracts with the people in global market with purpose of selling goods and services to

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