International Marketing

INTERNATIONAL
MARKETING

Table of Contents
INTRODUCTION......................................................................................................................................3
MAIN BODY..............................................................................................................................................3
LO1.............................................................................................................................................................3
Scope and concepts of international marketing................................................................................3
Explain and describe the various routes to enter in the foreign markets:.....................................5
Critical Evaluation of international market context including insight into how your chosen client
organization should adapt their marketing strategies for various markets....................................6
LO2.............................................................................................................................................................6
Explain the key criteria and selection process which are used while choosing which market to
enter:......................................................................................................................................................6
Describe with examples the different market entry strategies, including advantages and
disadvantages of each.........................................................................................................................7
Critical evaluation of market entry strategies....................................................................................9
LO3.............................................................................................................................................................9
Give an overview of the key arguments in global versus local debate:.........................................9
Price, Product, Promotional and distribution approach varies in international context.............11
Critical evaluation of how the marketing mix is applied to a range of international contexts....13
LO4...........................................................................................................................................................13
Approaches in international marketing which client can adopt.....................................................13
Comparison between home and international orientation.............................................................15
Recommendations on how Brakes should be structured to maximize the opportunity in
international market............................................................................................................................17
CONCLUSION........................................................................................................................................18
REFERENCES........................................................................................................................................19

INTRODUCTION
International Marketing refers as performance of activities of business which is
designed to price, plan, promote and flow of goods and services to customers at
international level. The objective is to earn higher profitability through various
geographical locations. During international expansion company firstly overview the
market conditions of that country in which they want to expand their business. These
are politics, competition, law, technology, customer behavior etc.
The report will cover analysis in which scope and concepts of international
marketing will be explained. It will evaluate the rationality for the market on international
level and also describes different routes for entering the market. Then report will
determine selection process that can be use while entering into international market.
Various marketing strategies will be explained along with its advantages and
disadvantages. Argument will be done on the topic of Global versus local debate. The
study will investigate marketing mix approach that varies while doing business
internationally. Furthermore, it will analysis and explain different marketing approaches
that can adopt by the client. Lastly, comparison will be done between international
orientation and residence in order to provide ways to do assessment of competitors.
MAIN BODY
LO1
Scope and concepts of international marketing
Overview of company (Brakes)
The Study is based on Brakes. This is previously known as Brake Bros. The
company is engaged in the business of food and distribution. It supplies food, drinks
and mainly catering products in UK. The firm has more than twenty delivery centers, it
distribute contract logistical and wholesale services across UK. The company was
founded on 1958, the CEO is Hugo Mahoney. The headquarters are situated in Ashford

and Kent in United Kingdom. The company is comprises of various brands and
businesses such as Brakes, Prime meats, Country choice, Catering equipment and
Woodward Foodservice.
Concept
As per the view point of it is said that International marketing can be refer as
presenting the goods and services to the rest of work in order to gain the profits from
international community. It is the application of principles of marketing to explore more
countries.
Nature or international marketing
 Broader market segment is available to the companies. It is not restricted to
domestic population.
 There is involvement of set of uncontrollable variables. In domestic marketing the
firm deals with only one set.
 There is intense competition while doing business at international level.
 International marketing also requires wider competence and special skills.
 It involves high risk for the business and has to go through many challenges.
Scope of international marketing
Due to globalization the scope for international marketing has not limited today. For
doing global marketing here are the following scopes.
 Imports - It is the easiest way to do international marketing. In this the firm
imports from other country and sale it to domestic market. This can be possible
when there is demand in domestic market. Localization of product will be done
depending on needs of the marketplace (De Nisco, Papadopoulos and Elliot,
f1resale it to potential customers. Sometime import is done for improving existing
product line for putting up solutions in their organization.
 Exports - In this the company export its finalized product into international
market. It can be their own franchises in international market where they sale
their products to localities in order to generate high revenues. Sometimes semi