International Marketing: Scope, Concepts, and Opportunities

This document provides an introduction to international marketing, including its scope and key concepts. It discusses the rationale for marketing internationally and describes the various routes to market that an organization can take. The document also evaluates the opportunities and challenges of international marketing and provides recommendations for selecting international markets.

International
Marketing
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Table of Contents
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
P1 Analyse the scope & key concepts of international marketing ........................................4
P2 Explain the rationale for it to want to market internationally and describe the various
routes to market the organisation can.....................................................................................6
M1 Evaluate the opportunities and challenges that marketing internationally presents to your
chosen client organisation......................................................................................................8
TASK 2............................................................................................................................................9
P3 Evaluate the key criteria and selection process to use when considering which international
market to enter........................................................................................................................9
P4 Explain, using examples, the different market entry strategies, including the advantages
and disadvantages of each ...................................................................................................10
M2 Apply the market evaluation criteria and entry strategies, and make recommendations for
your chosen client organisation............................................................................................12
TASK 3..........................................................................................................................................13
P5 Present an overview of the key arguments in the global versus local debate.................13
M3 Evaluate the context and circumstances in which your client organization should adopt a
global or local approach, highlighting the implications of doing so. ..................................15
P6 Investigate how the product, price, pricing and promotional distribution approach differs in
a variety of international contexts........................................................................................15
M4 Determine and articulate in detail how to adapt the marketing mix of your client
organization in different international markets....................................................................16
TASK 4..........................................................................................................................................16
P7 Explain and analyse the various international marketing approaches your client
organisation can adopt..........................................................................................................16
M5 Evaluate various marketing approaches and competitor analysis in relation to an
organization and make recommendations on how they should operate in an international
context..................................................................................................................................17
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P8 Compare home & international orientation and methods to measure competitors, outlining
the implications of each approach........................................................................................17
CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................19
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INTRODUCTION
International marketing define as a procedure where different types of marketing
principles are applied at international level in order to fulfil the requirements as well as needs of
individuals living in different countries. With the assistance of international marketing
organisation will be able to perform their task in an effective manner and attract lot of customers
towards their business organisation. Apart from this, it has also been said that international
marketing highly focused on the business expansion with the help of developed strategies and
policies. It is one of the most effective method which is used by large number of companies in
order to expand their business functions, market share as well as profitability at the competitive
marketplace(Surugiu and Surugiu, 2015). Ma Baker is chosen as the base company in this report
and it is mainly a micro bakery located in the middle of Fulham, London. In this report various
topics are going to be covered which consists of concept & scope of global marketing, various
opportunities and challenges which is associated with this context. Along with this various routes
of business expansions and difference between local and international marketing are discussed in
this report. Apart from this, different entry strategies used by organisations as well as
recommendations to the company are explained in detail in this report.
TASK 1
P1 Analyse the scope & key concepts of international marketing
As per the view point of Czinkota and Ronkainen (2013), international marketing consist
of various procedures, activities as well as institutions which is located across the country border
tends to develop, exchange and communicate different offerings which hold effective values for
the stakeholders and society.
According to Armstrong and et. al. (2015), it has been said that international marketing
defines as the application of different marketing capabilities at international business
organisation.
As per the opinion of Akaka, Vargo and Lusch (2013), it is said that international
marketing is defined as a set of various activities where exchange of goods and services satisfy
the requirements of customers across the country border.
Scope
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Generally, international marketing is defined as performance of business entity where
large number of commodities and services of an organization is transferring from one nation to
another in order to earn more profit. In today's competitive and modern environment it is one of
the most wide and used concept which is increasing its awareness in the corporate world in a
positive manner. has a vast scope owing to the increasing awareness about globalisation within
corporate world. International marketing have various scope which are going to be discussed as
follows:
Imports: It is consider as one of the most significant form of international marketing in
which companies import some specific goods from a country and then sell those products to their
customers within local market area. Apart from this sometimes organisation take help from this
source in order to create or innovate new product so that they can expand their current product
line. This is considered as most essential form which assist the whole organization in a positive
manner.
Exports: Here in this factor, organization export raw material, semi finished as well as
finished goods to the companies across national borders so that they can generate more
profitability and opportunities to sell there products at global level. This as a result help in
generating more sales and grab large number of market share at international level. It is the
process mostly used by organization so that they can earn profit and use them for doing their
export payment, covering all the cost which is associated with the development of product.
Contractual Agreements: According to this factor, business entity will expand their
functionality by entering into an agreement or contract with their partners located across the
country border. With the help of contractual agreement, organisations will be able to perform
their sales volume, customer base, market share as well as profit margin at the competitive and
international market place(Rosson and Ford, 2016).
Fully owned manufacturing: As per this approach, a business entity which have there
interest in order to expand their business functions can establish their own manufacturing
facilities at global level. For this, there must be effective strategies and policies so that activities
of business can be performed in an appropriate manner. There are various elements which
consist of different cost, governmental regulations and policies which might encourage the
organization in order to set their manufacturing across national borders so that they gain more
profitability and growth opportunities.
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Key Concepts
There are ample number of concepts which are associated with global and international
marketing. Some of these concepts are going to be discussed as follows:-
National Marketing: According to this concept, targeted customers are those who are
available at the home country. Pure local business organisation perform their business functions
only at local market and do not have any kind of intentions to expand their business functions.
Their main motive is to earn money and not to develop their brand image at international
marketplace. Such type of businesses are performed within the domestic region.
Comparative Marketing: It is said that when a large number of marketing systems
studied together in order to examine the common and different things lies between them are
known as comparative marketing. It is one of the most effective method where two or more
organisations analyse their similarities as well as differences in an effective and appropriate
manner.
International Trade: It is generally related with the flow or transportation of goods and
services from one country to another. Main aim behind such business entity is to earn more
profitability and to capture large number of market share. This as a result enhance the overall
economics system of the nation(Richter and et. al., 2016).
P2 Explain the rationale for it to want to market internationally and describe the various routes to
market the organisation can
In the context of present business entity which is Ma Baker well-known within the
market of UK as they deals in home made, real and fresh Bread. It is a micro bakery located at
the centre of Fulham, London where they provide healthy and fresh products to their customers.
Ma Baker is an organization which is gaining recognition and various awards on a regular
basis within their home country. After getting various positive response at the domestic market,
owner of Ma Bakers decides to expand their functionality at international level. This will
definitely provide different opportunities to the organization along with difficulties and threats. It
is essential for the present business organisation to do their business expansion as it will enhance
their current customers base along with profitability as well as market share. When Ma Baker
enter into global marketplace it will create various advantages for the company as they grab
attention of large number of customers towards them by opening attractive outlet of the
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organization. Along with this, company will develop positive brand image of the entity at the
marketplace which enhance the overall profitability of the company in an effective and positive
manner.
Furthermore, after entering into the global marketplace company has to face various risk
which is associated with the marketplace. All these risk might reduce the overall sales,
profitability as well as market share of the company. For example: If Ma Bakers provide high
quality products to their local customers within affordable price they will be able to grab a large
number of market portion at the marketplace. Therefore, Ma Bakers decides to do business
expansion in order to enhance their profitability and increase their market share at global level.
Along with this, they can innovate new and attractive products after examining their customers
requirements and demands. Therefore it is very essential for the owner of Ma Baker to expand
their business at global level which provides them various opportunities(Martin and Javalgi,
2016).
Routes to market internationally and recommendation
A business organisation can expand their functions at international marketplace in
order to attract large number of customers by selling them high quality service and goods. In this
context, Ma Baker create and provides breads which can easily be preserved for long-time and
does not includes any kind of chemicals and are totally organic. They use high quality and
organic raw material for preparing breads and other bakery products. Therefore, in order to do
maker internationally, there are two routes considered by the company. These methods are going
to be discussed as follows:-
Direct Route: It consists of all those networks where the business entity directly comes
in front of individuals at global market place so that they can make them purchase goods and
services sold by the organization(Katsikeas and et. al., 2016). In the present context, Ma Baker
have the ability to adopt channels which includes organising exhibitions and trade shows, sales
representative, distribution of catalogues through email, offering website deliveries so that they
can make direct contact with their customers. Along with this, they can create good reputation at
the marketplace and retain their customers for a long period of time by providing them high
quality products.
Indirect Route: According to this method, company enter into an agreement with third
party and provide them all the authority and responsibilities in order to attract customer towards
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them. In reference to Ma Baker, it has been considered that they can adopt channels such as
Channel partner, Alliance partners, OEM partners, and many more so that they can grab
attention of large number of customers at international marketplace. Some of the most significant
methods are going to be discussed as follows:-
Alliance Partners: Such type of groups are considered as relatively small in size but
have the power to influence their customers at competitive marketplace. In the present context of
Ma Baker this method is quite effective as it possess the ability to advise them about their
business initiatives and make an influential as well as strong entry at international market.
Channel Partners: It is the type of organisations which includes technical expertise
who have the capability to influence customers and enhance their knowledge about the offering
of organization (Indirect Routes to Market, 2016). It includes distribution partners, resellers and
value-added resellers along with this major players within this industry where Ma Baker can
easily enter into an agreement with Insight, CDW, Optiv, Carahsoft and many more(Jean. and
et. al., 2016 ).
It has-been recommended to the Ma Baker that they should opt channel partner asit the
channel which includes expertise personnel who have sound knowledge about current
technologies and techniques involved in this business sector. Therefore, they can easily suggest
and provide knowledge about the equipment’s that will enhance the working of bakery and will
be able to beat the competition within the industry.
M1 Evaluate the opportunities and challenges that marketing internationally presents to your
chosen client organisation
It has been analysed that while performing business function at international level,
company face both challenges as well as opportunities. If talking about opportunities, Ma Baker
will be able to expand their business functions at international marketplace which as a result
increase their overall market share and profitability. On the other hand, if we talked about
challenges faced by organisation while going international, organisation need to hire new and
fresh talent. Along with this, there are large number of competition available at the marketplace
which affects the overall performance of organisation.
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TASK 2
P3 Evaluate the key criteria and selection process to use when considering which international
market to enter
It has been analysed that market selection plays very crucial role in context of Ma Baker
as it is very essential for the bakery in order to gain success at international market area. Some of
the most important process of selection are going to be discussed as follows:-
Global marketing objective: According to this step, market is being chosen on the base
of an objective that company will attain positive response at international marketplace. It is
necessary to done in order to ensure that ethical, cultural, legal, economical as well as religious
values of a country is not violated by the owner of Ma Baker while offering goods and services
to their customers(Hoppner and Griffith., 2015).
Parameters for selection: There are ample number of parameters which need to be
considered by Ma Baker while they enter at foreign market. Some of these essential parameters
are market situation , trends, infrastructure and materials, governmental regulations, nature of
rivalry and many more.
Preliminary screening: It is required by the owner of Ma Baker to analyse the market
condition as well as needs of customers. Some of these factors includes population size, per
capita income, consumer behaviour, economy structure and many more (Process to select
International market, 2018).
Analysis and Selection: After screening all the factors some markets are short listed for
further evaluation. In such kind of evaluation, feasibility as well as cost benefits are being
analysed. Best and most suitable market is then selected for the expansion of Ma Baker and to
attain positive response at foreign market(Christodoulides, Cadogan, and Veloutsou, 2015).
Test marketing: Herein, organization sells their goods and services in a specific part of
geographical location in order to attain an insight of the behaviour of consumer and response
towards the items offer by Ma Baker.
Commercial Production: Once the outcome of this test is found to be positive and
effective for the company, it is required by the owner of Ma Baker to produce goods in bulk for
performing it’s business function at international market.
Key Criteria
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There are some criteria in order to select geographical location at international
marketplace are going to be discussed as follows:-
Infrastructure facilities: It is essential for the organization to select market on the basis
of available infrastructure facilities so that Ma Baker can produce high quality goods in an
effective manner(Brouthers, Nakos and Dimitratos, 2015).
Laws and Regulations: Managers and owners of Ma Baker has to effectively consider all
the legal rules as well as regulations while performing business functions at international market
so that they can not indulge these laws of selected country.
Ethnocentrism: It refers to a term which is used in social sciences & anthropology in
order to examine the overall act of judging other culture on the basis of their standards and
values. It might includes language, behaviour, religion and customs.
Policentrism: It define as the principle of a company of a specific region across a social,
political as well as financial centres. It has been said that a county is define as polycentric if the
whole population is distinguish among various centres in different parts of a nation or county.
Globalisation: It is the process of integration and interaction between different
individuals, companies, communities and government and so on across the whole wide world. It
includes services, products, goods, technology, resources, data and many more.
P4 Explain, using examples, the different market entry strategies, including the advantages and
disadvantages of each
In order to expand business function at international marketplace there are various types
of entry mode used by organizations. Ample number of methods are used by companies in order
to enter into the global market area(Bianchi and Mathews, 2016). All these methods or ways are
known as market entry strategies which helps business entity in operating their activities in an
effective and appropriate manner. In the present context of Ma Baker, owner of the company
adopt various market entry strategies which are going to be discussed as follows:-
Strategy Sub Types/
Description
Pros Cons
Export
 Major advantage of
this factor is that
entry cost is quite
 Major drawback of
this method is that
profit on the
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With the help of
foreign agent
low in this.
 Financial risk is
moderate in this
factor.
 Agent overcome all
the difficulties of
this entry strategy.
transaction is quite
or low.
 Apart from this
company is unable
to gain experience at
international market
place.
With the assistance of
foreign distributor
 It demands less
staffing
requirements.
 Demands low-cost
of marketing.
 Due to high cost of
transportation it
consists of the con
of this method.
Licensing It defines as sale of
rights and authority
backed up with the
help of patent which
is generally used for
the purpose of
commercial business
at international
marketplace(Beck,
Chapman. and
Palmatier, 2015).
 Benefit of this
method is that entry
cost is low.
 Risk related with
finance is low.
 Owner will get
adequate knowledge
about the market
with the help of
licensee.
 Negative element of
this factor is that
there is lack of
control over the
maintenance of
products quality at
global market.
 There is a threat of
disloyalty which of
licensee among the
owners of
organization.
 Apart from all these
things income level
is quite low which is
generated from
royalties.
Franchising If means sale of  With the help of  One of the biggest
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authority by a local
franchisor in order to
carry out their
commercial business
activities with the
assistance of foreign
franchisee.
this company will
be able to generate
rapid growth at
foreign market
place.
 Apart from this
entry cost is quite
low which is
considered as one
of the biggest
advantage of this
factor.
disadvantage of this
method is that both
foreign franchisee as
well as domestic
franchisor need to
share their profit
margins.
 Apart from this
there may be some
possibility of
disloyalty among
franchisee’s.
After examining and analysing each and every factor it has been concluded that Dubai is
considered as one of the most effective and potential country for Ma Baker’s in order to do their
business expansion. It has been said that Dubai is the country who have very strong economic
system as well as excellent infrastructure and have high quality raw material which assist
business entity in order to produce goods and services according to the requirements of
customers(Baker and Saren, 2016). As a result it will provide various opportunities and high
growth rate to the company so that they can beat the competition level arise at the marketplace.
According to a source it has been estimated that UAE is at 66th rank in context of bakery
products all-over the world. Apart from this, UAE market faced extreme growth from the year
2010 to 2014 as the total sales and value increased to 200,100 tonnes and US$682.9 million. It is
also determined that the growth rate is expected to increase within next few years. Ma Baker will
be able to gain various advantages if they provide healthy and high protein bakery products to
there customers. For this owner need to examine the current market trends and demands of
consumers before expanding business functions at international marketplace. With the help of an
analysis it is concluded that majority of customers within Dubai prefer organic, hand made and
fresh breads. InUAE, bakery sector is continuously increasing at a rate of 7% p.a. which is quite
beneficial for Ma Bakers (Bakery Industries in UAE countries, 2019).
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In case of entry strategy, it has been recommended to the owners of Ma Baker that they
should adopt licensing strategy. This is one of the most effective and best suitable market entry
strategy which assist in maintaining the sustainability of company fora long period of time within
Dubai. It is an excellent method which have low entry cost as well as financial risk which is
associated with this factor is quite low(Amankwah-Amoah, Boso and Debrah, 2018).
M2 Apply the market evaluation criteria and entry strategies, and make recommendations for
your chosen client organisation
With the help of above mentioned analysis, it has been concluded that Dubai is chosen as
the country where Ma Baker examine Infrastructure facilities as well as current laws and
regulations before performing their business functions. On the other hand, one of the most
suitable entry strategy which need to be adopted by management team of Ma Baker is Licensing.
This will assist in performing the business functions in an effective manner at international
marketplace.
TASK 3
P5 Present an overview of the key arguments in the global versus local debate
Global Marketing: It refers to the process of buying and selling of goods, services,
information and data across the country boundary. Whenever a business entity perform its
functionality across the borders of a nation. International marketing is considered as a business
activity where goods and services directly flow from one nation to another(Akaka, Vargo and
Lusch, 2013).
Local Marketing: On the other hand, local marketing generally includes all those
marketing techniques used by a local business organisation in order to operate its functionality in
an effective manner.
It has been considered and believed that international or global marketing is define as
one of the most essential method used by companies. If companies adopt this methodology it will
provide ample number of opportunities to the business entity. It includes growth in profit margin,
enhance market share, increase in customer base and many more. With the help of providing
high quality services to users, company will be able to maintain their reputation at foreign market
place for a long period of time. Apart from this, with the assistance of attractive infrastructural
& communication facilities business organisation increase their profitability and sustainability at
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the competitive marketplace in an effective manner. In this context, local or domestic marketing
face various disadvantages as there are lack of raw material, resources, skilled staff members,
technologies and infrastructure in order to conduct their business activities and beat the
competition at global market. As a result, local marketing is less preferable method as it is unable
to attract large number of customers towards their organization as compared to international
marketing(Czinkota and Ronkainen, 2013).
According to some people, domestic market is less complex and difficult as compared
to international marketing as there is large number of competitor available at the marketplace
which affect the overall performance of the company in a negative manner. Apart from this,
setting up of financial and other resources required more and more attention in case of
international marketing rather than domestic or local marketing. Therefore, changes of
sustainability increases if a firm perform it’s business functions at domestic level. In this context,
international marketing is considered as less effective reason behind this is that customer contact
is complex to be maintained in this method.
Therefore, international marketing is quite different from local marketing in every aspect
of business.
Basis Local marketing Global marketing
Scale of
operations
It is a business function where goods
and services are sold and purchase at
local level.
In this context, business operations in
done at internal or global level.
Risk and ease It is considered as less risky as well
as easier way to perform business
functions.
On the other hand, it is one of the most
complex task which is associated with
lot of risky element.
Funds Local marketing requires less
amount of funds as it is the business
which mainly operates its function at
local market.
It is the factor which requires huge
amount of funds in order to deal at
international marketplace.
Complexity It is not a complex procedure as
organisation conduct its business
Apart from local, international
marketing is very complex and
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function at local market as they are
very well aware about the culture,
belief, values and traditions of the
country(Armstrong and et. al., 2015).
associated with various laws and
regulations of different countries.
Consumer
behaviour
In the context of local marketing,
individuals behavioural
characteristics are quite similar and
assist in performing business
functions in an effective manner
according to their needs.
While doing international marketing,
company need to face different types of
taste, preferences and other demands of
customers.
Example In this present report, chosen
organisation is Ma Baker which is a
very excellent example of local
marketing efforts as they provide
online classes to attract customers
towards them.
On the other one of the most
exceptional example of international
marketing is Airbnb. It is a company
who launch a social media campaign
known as #OneLessStranger which as a
result assist the organisation in
enhancing their business profitability.
M3 Evaluate the context and circumstances in which your client organization should adopt a
global or local approach, highlighting the implications of doing so.
There are two main approaches used by an organisation in order to perform their business
functions includes global and local. In context of global, mangers of an organisation gain various
advantages and the main purpose is to generate more and more revenue at the marketplace.
Along with this, it will assist in enhancing market share of the company. On the other hand, if
talk about local approach, three main reasons are there for which organisation mainly choose to
remain domestic is product quality, quality of life, risk and cost.
P6 Investigate how the product, price, pricing and promotional distribution approach differs in a
variety of international contexts
It has been said that marketing mix includes detail information about 4 P’s includes in the
marketing function. All these P's are Place, Product, Promotion and Price. In reference to the
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present case scenario, Ma Baker need to carry out international or global marketing mix to in
order to examine the marketplace of Dubai for the goods and services offered by them to their
customers.
Product: All the products offered by Ma Baker are particularly designed and created so
that it will meed the preferences, taste and requirements of customers lived in Dubai. In
reference to present case, all the bakery products are designed according to the demands of
consumers so that they gain various competitive advantages at the marketplace.
Price: After examining the purchasing power as well as economic status of individuals,
organisation need to set the price of products. Along with this, various elements need to be
considered which includes cost of transportation and production, rise and decrease in exchange
rate and many more. In the context of Ma Baker, managers decide to keep generous price after
considering competitive marketplace of Dubai.
Place: In the present context of Ma Baker, it is examined that they use both traditional as
well as modern method in order to perform their business operations at the marketplace. With the
help of traditional method they can easily operate their functionality by maintaining their pysical
presence. On the other hand, by providing goods and services through online method large
number of customers will be attracted towards the company.
Promotion: At the end one of the most essential factor is promotion which is required by
every business organisations in order to create awareness about the product among customers. In
respect of Ma Bakers, managers of the organisation adopt social media, newspaper, magazines
and many other sources for attracting large number of customers towards the them.
M4 Determine and articulate in detail how to adapt the marketing mix of your client organization
in different international markets
It is very essential for an organisation who wants to expand their business functions at
international marketplace. Marketing mix is required to considered by management team as it
assist in identifying requirements and demands of customers in order to beat the competition
available at the marketplace. It includes four P's which are product, price, promotion, place
which is very essential for every organisation. All these elements needs to be adapt by
organisation in order to analyse market condition and requirements of customers.
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TASK 4
P7 Explain and analyse the various international marketing approaches your client organisation
can adopt.
It has been said that there are two main approaches used by an organisation while doing
there business functions at international marketplace. It includes centralised and decentralised
marketing approaches. Both these approaches are going to be discussed as follows:
Centralised marketing approaches: It is the approach where marketing most of the
marketing decisions are taken by the head authority at there headquarter. Along with this, all the
strategies and policies are developed by top authority and it is required by different outlets
available at global level to execute and follows all these things in an effective manner. This is
considered as one of the most effective approach as decisions can be taken only by the top
management team.
Decentralised marketing approaches: On the other hand, in this case, managers of
different outlets take their decisions and the head of organisation does not make any kind of
interference. This as a result assist in taking decisions according to the current working
environment.
Therefore, it has been analysed that management team of Ma Baker need to adopt
decentralised approach for marketing as it will assist in taking decision in an effective manner
and performing all the assigned task within given time frame.
There are four main type of approaches used by an organisation in order to perform or
expand their business functions at the competitive marketplace. Some of these approaches are
going to be discussed as follows: Multinational: MNC's are the one who have their facilities as well as assets in at least
one or two countries apart from home country. These are the type of companies which
have offices and factories in various countries but usually have centralised head office. Global: It refers to a business entity which is highly centralised and mainly focus on
efficiency of the marketplace. Along with this, it is said that global company is the one
who mainly operates in one country other than their originated place. Transnational: It is the organisation which is complex in nature as they operates their
business functions in various countries. Many transnational companies are richer than
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other organisations. These types of business entities provide employment opportunities to
large number of individuals and helps in enhancing overall economic system.
 Meta-National: It refers to a large entrepreneurial multinational organisation which assist
in developing hidden innovation, technology as well as market knowledge.
In the present context of Ma Bakers, it has been said that the type of organisation which
is chosen is transnational companies which have multiple branches in a country.
M5 Evaluate various marketing approaches and competitor analysis in relation to an organization
and make recommendations on how they should operate in an international context
With the help of above analysis it has been analysed that there are two types of
approaches where best and most suitable approach is decentralised marketing. Reason behind
this is that with the assistance of this approach effective decisions can be taken and within
stipulated time frame. There are various outlets of Ma Bakers across the world and they adopt
this approach so that decisions will be taken by the head of outlet rather than by the owner of the
company.
P8 Compare home & international orientation and methods to measure competitors, outlining the
implications of each approach.
Marketing orientation refers to the process of discovering and meeting the hidden
requirements as well as wants of customers with the help of product mix. It is define as a
business approach which mainly focuses on examining the hidden wants of customers with the
help of attaining objectives & goals.
International orientation is define as an intensity of international connectedness of
organisation in reference of investments, trade presence, influencing level and so on. In this,
Centralised marketing approach is used by organisations in order to trade companies goods &
services across the whole wide world. With the assistance of this, Ma Baker will be able to create
command chain in order to make required decisions in an effective and quick manner. On the
other hand, Decentralised marketing approach is adopted by the organisation where all the
important decisions are commonly taken by the heads only. Along with this, for the development
of organisation, employees are being motivated by the management team on a regular basis.
In context of home orientation, centralised marketing approach used to develop clear
series of command in order to enhance the marketing skills and abilities in an effective manner.
Along with this, it also provide assurance to control overall sales as well as marketing cycle. On
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the other hand, decentralised marketing approach helps in inspiring and supporting local
marketing staff members. With the assistance of this, close working relationship will be
developed and maintained within domestic country.
CONCLUSION
As per the above stated report, it has been concluded that international marketing plays
very essential role in the overall enhancement of the organisation profitability. It is one of the
most feasible and attractive manner for any organisation in order to expand their business
function at international marketplace. It is the process which can be done by using different types
of marketing strategies in an effective and attractive manner. Along with this, there are various
market entry strategy which assist in doing business functions in an effective and positive
manner. All these entry strategies provide various opportunities along with challenges to the
management team of the company. With the help of this report it is also identified that there is
huge difference between business functionality of global and local marketing.
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REFERENCES
Books and Journals
Czinkota, M. R. and Ronkainen, I. A., 2013. International marketing. Cengage Learning.
Armstrong, G. and et. al., 2015. Marketing: an introduction.
Akaka, M. A., Vargo, S. L. and Lusch, R. F., 2013. The complexity of context: A service
ecosystems approach for international marketing. Journal of International
Marketing. 21(4). pp.1-20.
Amankwah-Amoah, J., Boso, N. and Debrah, Y. A., 2018. Africa rising in an emerging world: an
international marketing perspective. International Marketing Review. 35(4). pp.550-559.
Baker, M. J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Beck, J. T., Chapman, K. and Palmatier, R. W., 2015. Understanding relationship marketing and
loyalty program effectiveness in global markets. Journal of International Marketing.
23(3). pp.1-21.
Bianchi, C. and Mathews, S., 2016. Internet marketing and export market growth in Chile.
Journal of Business Research. 69(2). pp.426-434.
Brouthers, K. D., Nakos, G. and Dimitratos, P., 2015. SME entrepreneurial orientation,
international performance, and the moderating role of strategic alliances.
Entrepreneurship Theory and Practice. 39(5). pp.1161-1187.
Christodoulides, G., Cadogan, J. W. and Veloutsou, C., 2015. Consumer-based brand equity
measurement: lessons learned from an international study. International Marketing
Review. 32(3/4). pp.307-328.
Hoppner, J. J. and Griffith, D. A., 2015. Looking back to move forward: a review of the
evolution of research in international marketing channels. Journal of Retailing. 91(4).
pp.610-626.
Jean, R. J. B. and et. al., 2016. Assessing endogeneity issues in international marketing research.
International Marketing Review. 33(3). pp.483-512.
Katsikeas, C. S. and et. al., 2016. Assessing performance outcomes in marketing. Journal of
Marketing. 80(2). pp.1-20.
Martin, S. L. and Javalgi, R. R. G., 2016. Entrepreneurial orientation, marketing capabilities and
performance: the moderating role of competitive intensity on Latin American
International new ventures. Journal of Business Research. 69(6). pp.2040-2051.
Richter, N. F. and et. al., 2016. A critical look at the use of SEM in international business
research. International Marketing Review. 33(3). pp.376-404.
Rosson, P. J. and Ford, I. D., 2016. Stake, conflict and performance in export marketing
channels. In Proceedings of the 1979 Academy of Marketing Science (AMS) Annual
Conference (pp. 66-69). Springer, Cham.
Skudiene, V., Auruskeviciene, V. and Sukeviciute, L., 2015. Internationalization model revisited:
e-marketing approach. Procedia-Social and Behavioral Sciences. 213. pp.918-924.
Surugiu, M. R. and Surugiu, C., 2015. International trade, globalization and economic
interdependence between European countries: implications for businesses and
marketing framework. Procedia Economics and Finance. 32. pp.131-138.
Online
Indirect Routes to Market. 2016. [Online]. Available Through:<https://medium.com/the-
mission/indirect-routes-to-market-34cf4547928b>.
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Process to select International market. 2018. [Online]. Available Through:
<https://howtoexportimport.com/Process-to-select-International-market-4576.aspx>.
Bakery Industries in UAE countries. 2019. [Online]. Available
Through:<http://www.fnbnews.com/Top-News/bakery-industries-in-uae-countries-
current-scenario-38565>.
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