International Marketing: Scope, Concepts, and Strategies for Marriott

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;