(Doc) International Marketing - Assignment
Added on 2020-11-10
32 Pages7403 Words406 Views
Professional Development
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INTERNATIONAL MARKETING1
Table of ContentsIntroduction................................................................................................................................3Task 1.........................................................................................................................................4Part 1: (LO1):.............................................................................................................................4Introduction to the organisation:................................................................................................4Definition of international marketing differentiating with local marketing:.............................5Analyse the scope of and key concepts of international marketing...........................................5Explain the rationale for an organisation to want to market internationally and describe thevarious routes to market they can adopt.....................................................................................9Evaluate the opportunities and challenges that marketing internationally presents to anorganization..............................................................................................................................11Part 2: (LO2)............................................................................................................................15Evaluate the key criteria and selection process that the company should use when consideringwhich international market to enter..........................................................................................15Explain what a market entry strategy is, using examples of the different strategies that areavailable to an organisation, and include the advantages and disadvantages of each..............16Task 2:(LO3)............................................................................................................................20Task 3: (LO4): Training notes: How to organise and evaluate marketing efforts thatEasyHotel should go ahead with international expansion plans..............................................27Conclusion................................................................................................................................322
IntroductionInternationalisation is the concept according to which a large sector organisation isapproaching to enter the international market with the aim of expansion of the business. Theinternationalisation has helped various large sector organisations to expand their market inthe international market also to increase the national income of the parent nation as well asthe host nation. In this detailed report, the discussion would be made in the easyHotel, UK.The discussion would include internationalisation technique in the suggestive format for thechosen hotel for proposing a plan to enter into the international market.3
Task 1Part 1: (LO1):Introduction to the organisation:Easyhotelis considered as the international super budget hotel chain that is headquartered inLondon and highlighted on the Alternative Investment Market of London Stock Exchange.Easyhoteldevelops, owns, franchises and operates hotels within the super-budgetEasyhotelbrand, advertising its hotel as providing secure, hygienic and protectedaccommodation of hotel to the consumers. The organisation was incorporated in the year2004 and established its first hotel in the year 2005 (Easyhotel2019b). In the year 2019,easyHotel has mostly twelve exclusive owned hotels, which comprise about 1100 roomsbased in Old Street Manchester, Liverpool, Newcastle, and Ipswich. According to the report, 2015 and 2016 was a cycling year for Easyhotelwith the progressgained. Together with the focus on decreasing the costs, developing efficiency and increasingthe returns from the particular investments has provided a crucial increase in the profits. Themain pipeline of the hotel is deemed to be increasing the speed. Having the most experiencedteam the company have, through this, the company is in an excellent position to enlarge theEasyhotelbrand and deliver the returns for the shareholders. Easyhotelhas have been moreestablished in winning new emerging contracts and establishing the hotels that are directlyowned (Easyhotel2019b). The year 2008 marked expansion of easyHotel’s near Heathrowand Luton airport as well as in London. Between the year 2010 and 2014, the organisationcontinued to enlarge the portfolio with the franchise partnership with the openings inGermany, Scotland and the Netherlands. 4
Figure 1: International and Domestic marketing(Source:Leung et al.2018)Definition of international marketing differentiating with local marketing:The primary aspect of international marketing is further analysed by different experts. In theviewpoint of Kotler, the international marketing is considered as the operation of theactivities of the business that are primarily improved to plan, enhance the promotionalactivities and pricing strategy allowing the direct flow of the services and products of thecompany under the national frontiers. Cabras andBamforth (2016) defined that internationalmarketing has been analysed by American Marketing Association within the arrangement ofperformanceof marketing implemented along with the method of conception involvedinteracting the delivery service and products to the maximum target buyers of a huge field. Analyse the scope of and key concepts of international marketingDomestic (local) Marketing 5International MarketingDomestic Marketing
Domestic marketing activity links with the functions of marketing employed on a regionalscale. Therefore, these types of strategies of marketing were implemented to provideconsumers of a different small area contained by the local limits of the regions. It providesand motivates the consumers of an individual country only (Dwivedi et al. 2015). It has beenviewed that Domestic marketing benefit from having the number of privileges such as havingaccessibility to operate the data, fewer barriers of communications, detailed knowledgerelated to customer demand, taste and preferences, having detailed knowledge about thetrends of the market. International Marketing The occurrence of international marketing focuses on the practices of marketing are acquiredto have a focus on the universal market. Eventually, the companies establish the businesswithin the host country, since gaining the main success, they started their business to someother level and hence known as the transitional company, where the companies decide toenter in the competitive market of different regions (Jogaratnam 2017). EasyHotel is aninternational owner, operator, franchisor and developer of easyHotel branded hotels.Therefore, the main strategy of easyHotel is to target the segment of the super-budget of thehotel industry by serving clean safe and comfortable rooms to its customers. EasyHotelincludes the hotel portfolio that comprises of about 3,620 rooms, of 11 owned hotels alongwith the 25-franchised hotel. In this case, of international marketing, it does not any kind ofprivileges; no such boundaries are there while focusing on the customers across the wholeworld. There is some kind of disadvantages that are linked with the globalisation andexpansions. Some of the socio-cultural differences, fluctuation in foreign exchange of money,challenges in the language, and differences in buying habits of the consumers, and focusingon the global price for the individual product. 6
Figure 2: Types of marketing(Source: Jogaratnam 2017)Primary differences between International marketing as well as Domestic MarketingThe main differences between global marketing as well as national marketing are as follows:The activities related to promotion, invention, distribution, promotion, customersatisfaction and selling within an individual’s specific country is defined as domesticmarketing.Global marketing focuses on the small area, and despite this, international marketingfocuses on the larger area. In relation to domestic marketing, there is a possibility of less motivation of thegovernment as measured with international marketing, as due to the organisation hasto analyse with regulations and rules of many countries. Basis for Comparison Domestic Marketing International marketing Concept Domestic marketing isdefined as the marketing7Types of marketingDomestic MarketingActivities of marketing employed ona regional scaleProvides the services and motivatesthe consumers of an individualcountry onlyInternational marketingit does not any kind of privilegesDisadvantages are linked withthe globalisation and expansions
that occurs in thegeographical limits of theregions InterferenceofGovernment The involvement of thegovernment is lessThe involvement of thegovernment is relativelyhighOperating field of businessIn an individual country More than one region Consumption of types oftechnologyThe technology is limited International marketingfocuses on using andsharing the latest use oftechnology Estimation of risk factorsThe estimation of Domesticmarketing is seemed tobelowThe estimation ofInternational marketing isseemed to be extremelyhighPerception of buyersThe nature of customers ofdomestic marketing isequivalent. The nature of the customersof international marketingfocuses on the variation inthe tastes and preferences ofthe customersAnalytical Research Research is needed but notat a very extreme level Extensive research of themarket is needed because oflow knowledge related tothe foreign market Table 1: Difference between Domestic and Global Marketing(Source: Easyhotel2019a)Explain the rationale for an organisation to want to market internationally and describethe various routes to market they can adoptInternational marketing Scope:The international business develops competition in the domestic competitive markets andacknowledges new opportunities to some foreign markets. Kumar (2016) defined thatuniversal competitions motivate companies to become more efficient and innovative in theappliance of resources. From the perspective of the customers, international businessacknowledges them to a major variety of services and goods. 8
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