International Marketing: Scope, Concepts, and Opportunities

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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