International Marketing: Scope, Concepts, and Strategies for Marriott

This report discusses the scope, concepts, and strategies of international marketing for Marriott, a top hotel brand in the UK. It covers the rationale for entering international markets, routes to market, market selection criteria, and market entry strategies. It also presents an overview of the global vs local debate and how pricing, product, distribution, and promotional approaches differ in various international contexts.

INTERNATIONAL
MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
LO 1 AND LO 2..............................................................................................................................3
1- Analysing scope and concepts of international marketing.....................................................3
2- Explaining rationale for chosen hotel to market internationally and various routes to its
market..........................................................................................................................................3
3- Evaluating key criteria and selection procedure to utilize when considering which global
market to enter and recommendation..........................................................................................5
4- Explaining different market entry strategies including benefits and disadvantages of each. .5
LO 3.................................................................................................................................................7
5- Presenting an overview of key argument in global vs local debate and circumstances in
which Marriott should adopt a global vs local method...............................................................7
6- Investigating how pricing, product, distribution and promotional approach different in a
variety of international context...................................................................................................8
LO 4.................................................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
International marketing is defined one of those strategic procedures that provide multiple
benefits to an organization, in term of increasing profitability (Donthu and et.al., 2021). It plays
vital role in the context of organizational success and unpredictable growth. The current
assignment will be based on Marriott, which falls under the list of top 10 hotel brands in the
United Kingdom. The study will explain scope, and concept of international marketing. It will
define rationale for hotel to want to internationally, routes to its market, opportunities and
challenges that advertising globally present to firm. The report will specify essential criteria and
selection process consider international market to enter with appropriate recommendation.
Furthermore, it will also clarify several market entry tactics, global vs local debate and how
product, price, promotion and distribution method differ in variety of global context.
LO 1 AND LO 2
1- Analysing scope and concepts of international marketing
The scope of international advertising may cover the process of exporting services and
goods in foreign market, where potential customers and profitable stakeholders are available.
This procedure includes several activities and each activity in turn provide a lot of benefits to
exporters such as a company (What is International Marketing, 2021). Joint ventures,
establishment, collaborations, licensing contract, etc. terms are considered as exporting activities.
In the business world, organizations may select specific activity according to venture success and
growth plan. They may also consider strategic international marketing concepts such as
orientation of foreign trade, sales in abroad and global marketing (Differentiate among the three
international marketing concepts, 2022).
2- Explaining rationale for chosen hotel to market internationally and various routes to its market
Marriott is one of those leading hotels in the world that take pleasure of increasing sales
and profitability. In order to grow venture even better than its rivals and take benefits of other
market growth opportunities, it may conduct varied activities. International market entry is one
of those practices that it may tend to conduct into practical manner (Gilmanova and et.al., 2021).
The main reason behind this decision is to build excellent brand image in the whole world. In
the corporate world, there are several forms of approaches accessible that chosen hotel may
utilize and these are;

Business establishment-
According to this term, firm may take action to establish its own outlet in the new market,
where guests may reach and then take decision to obtain satisfactory services of Marriott.
Opportunities-
 With this route hotel may build its brand image in the international market (Rotsios,
Sklavounos and Hajidimitriou, 2021).
 It may gain benefit of building wide customer base, that help to obtain competitive
benefits.
Challenges-
 Operational management is the biggest challenge that organization may face when it
enters into new market.
 Uncertainty about future such as customer’s trends may create another challenge for hotel
that it may deal with in the further market expansion process.
Joint venture-
It is a kind of business contract that make process related market or venture expansion
easier.
Benefits-
 Joint venture option may provide Marriott access to enter into new market and build
strong distribution network.
 It may offer organization chance to share risk and liability with a business partner (Jin,
and Zhou, 2021).
Challenges-
 The worst point about joint venture as market entry route is that extent of investment and
expertise is not equally similar.
 Another drawback of this method is contractual limitation that pose a challenge to
partner’s main venture operations.
Partnership-
It is one of those routes that most of the companies may select and utilize to grow in a
specific market across national boundaries.
Opportunities-

 When Marriott may utilize this approach it may take pleasure of equally sharing risk and
dealing with that in term of making effective plan.
 The utilization of partnership term may enable management to obtain more capital
resource that accessible.
Barriers-
 The biggest drawback of this options is high extent of different priorities.
 Lack of boundaries may also fall under the category of above point that may affect
negatively upon user activities such as Marriott.
3- Evaluating key criteria and selection procedure to utilize when considering which global
market to enter and recommendation
Global market is complex and full of critical factors that may put direct impact on
organizational success, growth and operational effectiveness (Hashemkhani Zolfani and et.al.,
2021). In that case, Marriott and its management may take some essential point into their
consideration, such as they may take approach to apply necessary criteria and selection
procedure.
GDP growth, country risk, political factor, geographic proximity, and other factors are
included in category of essential criteria that hotel may consider while entering into a new
market and conducting the same practices. Furthermore, it may also take approach to follow the
international market selection procedure that may include country identification, preliminary
screening, in-depth screening, final selection and direct experience.
Suggestion-
 For purpose of selecting specific and profitable market, Marriott and its management can
take approach to form a team of skilled and talented candidates, who are able to conduct
appropriate and in-depth research of varied profitable and progressive nations, among
which they can chose specific one.
4- Explaining different market entry strategies including benefits and disadvantages of each
Market entry strategies Advantages Disadvantages
Direct exporting It is one of those ways that
firm may take into its
consideration, which may
drive its attention toward
Direct exporting may require a
lot of efforts, additional time
and capital more than the
expectations and budget that is

providing accommodation
services directly into new
market. The best thing about
current market tactic is that it
may permit firm to avoid
expensive overheads.
Furthermore, it may also
benefit hotel in form of getting
more information about new
customers that help to retain
them.
the biggest disadvantage of
that.
Franchising With strategy may enable
hotel management team to
work with more talented and
experience person such as
franchisees (What are the
advantages and disadvantages
of franchising, 2022). It may
also benefit Marriott in form
of providing existing
customers base. It may also
benefit hotel in form of
providing skilled labour.
On the other hand, current
tactic may affect negatively
upon user in form of
decreasing recruitment
efficiency. It can be said that
franchising process may do
not always work, for longer.
Acquisition It is fact that by implementing
business acquisition strategy,
Marriott may take pleasure of
increasing profitability in term
of providing core offerings
directly to new potential and
profitable guests. Along with
that, it may gain benefit of
After implementing this tactic
firm may face challenge in
form of dealing with clash of
culture. It may eliminate
differentiation within new
market place that put negative
impact on organizational
success.

using efficient approach that
allow to obtain required
assets.
Licensing The key advantage of
licensing tactic is that it may
allow organization to incur
costs related to production,
promotion, selling and
offering accommodation
services.
Marriott may likely lose
control over its services
including promotion, etc.
while using this tactic that is
the biggest drawback of
licensing. It may also lead to
decrease success chances and
eliminate success factors as
well.
Evaluation of global market-
International market includes different types of factors, that may put straight impact on
organizational practices, whether it is existing or related to future. Each factor affects in different
manner, for example, high technology utilization in a new market may put positive impact on
companies’ growth, while political instability, high tax charges etc. may lead to decrease venture
success. It is quite essential for Marriott to adapt its marketing tactic for various markets in
strategic and appropriate manner. For example, it may take action to collect information about
which current marketing tool or source may use in an international market and then utilize the
same to promote services and other offers rapidly.
LO 3
5- Presenting an overview of key argument in global vs local debate and circumstances in which
Marriott should adopt a global vs local method
According to, Kozlenkova and et.al., (2021) global market plays vital role in success and
progress of any company, because it may provide organizations chance to reach desire outcomes
in term of achieving long term goals. At international level, via conducting marketing activities
firms may obtain unpredictable advantages such as competitive benefit. While, Diallo, Djelassi,

and Kumar, (2021) said that local marketing may do not help companies to grow rapidly as it
may limit their progress and bound success change.
On the other hand, Erlangga, Purwanti and Mulyana, (2021) stated that local marketing is
less complicated than global, because it may require a lot of resources, time as well as efforts and
extra focus that is not possible for any company to do so, always especially in case of work load.
At global level, organization perform in quite different manner as compare to local manner.
Evaluation-
The business environment is quite complex and may create challenging circumstances for
Marriott to sustain in effective manner. In that case firm should adopt a global approach in form
of establishing online presence, which is quite essential hotel to do that. It may conduct this
approach by following few stages as implication process. It may take action to select and then
create profile on digital marketing platform that help to obtain competitive benefits.
6- Investigating how pricing, product, distribution and promotional approach different in a
variety of international context
Product-
This approach is different in variety of global contexts, because here Marriott may
require to add those valuable elements that each customer in different market tend to utilize
related to accommodation concept.
Price-
Hotel may adopt pricing tactic according to varied international market contexts by
considering economic growth as it is essential for company to do so (Mintz and et.al., 2021). For
example, in the UK is may use premium pricing tactic, as economic growth in the nation is quite
good.
Promotion-
For purpose of marketing, hotel may take initiative to use the best and most trending
advertising source such social media.
Distribution-
In order to distribute products and services in the different market segments, it may take
approach to select sustainable stakeholders.
How to adapt marketing mix-

Marriott may utilize each element of marketing mix concept in form of developing
effective pricing, promotional, distribution and other tactics in the international markets, where it
may establish its ventures. During the process of adopting each concept, it may focus on current
factors, situations and other essential things.
LO 4
Covered in PPT
CONCLUSION
On the basis of above discussion, it has been concluded that hotel has gained competitive
advantages by using several international marketing strategies, which play vital role in the
context of its rapid and competitive growth in the hospitality industry. It has increased customers
base by using selection procedure and stages related to that. Furthermore, by summing up above
analysis, it has been summarized by using premium pricing tactic, hotel has gained the attention
of potential guest.

REFERENCES
Books and Journals
Diallo, M. F., Djelassi, S. and Kumar, V., 2021. Marketing and globalization: Relevance, trends
and future research. Recherche et Applications en Marketing (English Edition). 36(3).
pp.2-7.
Donthu, N and et.al., 2021. Research constituents, intellectual structure, and collaboration
patterns in Journal of International Marketing: An analytical retrospective. Journal of
International Marketing. 29(2). pp.1-25.
Erlangga, H., Purwanti, Y. and Mulyana, Y., 2021. Entrepreneurial Spirit of Domestic Business
Actor Digital Marketing for MSMEs in Bandung City. Jurnal Ad'ministrare. 8(2). pp.539-
548.
Gilmanova, A and et.al., 2021. Building an internationally competitive concentrating solar power
industry in China: lessons from wind power and photovoltaics. Energy Sources, Part B:
Economics, Planning, and Policy. 16(6). pp.515-541.
Hashemkhani Zolfani, S and et.al., 2021. International market selection: a MABA based EDAS
analysis framework. Oeconomia Copernicana. 12(1). pp.99-124.
Jin, J. L. and Zhou, K. Z., 2021. Is Ambidextrous Innovation Strategy Beneficial to International
Joint Venture Performance? Evidence from China. Journal of International Marketing.
29(4). pp.1-21.
Kozlenkova, I. V and et.al., 2021. Sharing economy: International marketing strategies. Journal
of International Business Studies. 52(8). pp.1445-1473.
Mintz, O and et.al., 2021. The right metrics for marketing-mix decisions. International Journal
of Research in Marketing. 38(1). pp.32-49.
Rotsios, K., Sklavounos, N. and Hajidimitriou, Y., 2021. Successful knowledge transfer in IJVs:
the role of trust, partner compatibility and expected benefits. European Journal of
International Management. 15(4). pp.595-614.
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