International Marketing: Scope, Concepts, and Strategies

This document provides an overview of international marketing, including the scope and concepts of marketing, the rationale for organizations to enter global markets, and the opportunities and challenges of international marketing. It also discusses market entry strategies and the 4Ps of international marketing.

International Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
LO1 UNDERSTANDING HOW MARKET CONTRIBUTE TO BUSINESS STRATEGIES ....3
P1: Scope and concepts of Marketing..........................................................................................3
P2: Rationale for an organization-...............................................................................................4
M1: opportunities and challenges of international marketing ............................................4
LO2: Evaluation of techniques for the selection of international markets ....................................4
P3: Criteria and selection process to use while considering international market.......................4
P4: Market entry strategies- ........................................................................................................5
M2: Market evolution strategies for firms-..................................................................................6
P5 Argument global versus local debate-...................................................................................6
M3 Evaluating circumstance which company can adopt global or local approach-....................6
P6: Product, price, promotion and distribution approach:...........................................................6
M4: articulation of different market selecting strategy:..............................................................7
P7: International Marketing Approaches:....................................................................................7
P8: Ways of accessing competitors and implecting approaches to overcome the effect-...........8
M5: Market approaches analyzing competitors:..........................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
International marketing is business performance activity which are designed to price,
place, promote and the direct flow of organization’s good and services to customer or the user
into more than one country for the profit. It is the marketing of business across the world for
meeting their overall goal and objective. This report will be providing brief of Tesco PLC in
international market.
The above report includes the analysation of concept and scope of the international
marketing. The importance for a company who want to market their business globally and
several route for market which can be adopted by them. Evaluating selection process and criteria
for using when considering the global market. Explaining various strategies for market entry,
including advantage & disadvantages. Key argument on global versus local debate. Investigating
how product, price, promotion and distribution approach differ. Analysing several international
marketing approach that can be adopted by company. Report ends with comparison international
and home orientation and mode for accessing rivalry outlining implication of every approach.
LO1 UNDERSTANDING HOW MARKET CONTRIBUTE TO BUSINESS
STRATEGIES
P1: Scope and concepts of Marketing
International Marketing
International marketing is defined as performance of business activities that are designed
for planning, price and direct and promote the products and services of the organization in the
international market. This process is important to manage the flow of the company goods and
services in internal market.
Various scope and concept of marketing are with the help of international marketing there are
various opportunities which rises for the development and helps in flourishing the market
improving various routes which can make help in the development of the business marketing can
help in the raising the international standards of the firm by developing the market abroad with
the help of marketing. International marketing leads to a business deals among nations which
helps in the economic development of the countries. Various business opportunities rises which
gives the rise in the market. Companies like Coca-Cola has take a great achievements due to
marketing and branding in the international market. This adds up the value and core business
concepts which can help in the development of the firm(Morgan, Feng and Whitler, 2018.).

With the help of international advertisement have helped many of the organizations
which are growing financially as well as in the growth of the company. With the growth of
marketing there has been a rise in the market which has helped companies like Air BnB and
Coca cola with imports and exports, various means of the development has been improved and
the business strategies have been upgraded with the international marketing.
Features of International Market
The main features of international market are- More scope for business operations, larger
audience to target, high competition, involvement of high risk and challenges and large scale
operations for the organization. This all features of international market can help the organization
to gain high marginal profit and revenue.
Scope of International Market
There are Different scopes of internal market that can help the organization to gain high
high profitability with in the market place. Main scope of international market are- reduced risk
with high opportunities in market place, company get exposures to international amrket that
helps the company to grow and develop. It also help the organization to target much larger
audience for their business.
P2: Rationale for an organization-
Tesco PLC is a multinational grocery store and one of the largest grocery and retail store in
United Kingdom. It was established by Jack Cohan in year 1919 at Hackney, London United
Kingdom. This is important for the business organization to grow their business on the
international level in order to improve their profit and business in the international level. By this
process organization can improve their customer base in global market.
For an organization there are various ways to improve the frequency of the business and
to elaborate the business strategies which can help in the development of the company’s like
coca cola, AirBnB etc. various roots can be adopted which can help in the development of the
business in the newer market which can help in maintain the rapid growth and elobarating the
business opportunities. These can be done by direct sales, join ventures, expand business with
the local firm, foreign place operation(Kotler and et.al., 2018).
These improvements can be done by the global advertisements which can improve the various
branding and promotions and create awareness among the people for the product. Easy way is of
the global marketing which can increase the global opportunities for the branding and to give a

global interaction of the product in the market increasing the global opportunities which can give
rise to the sales and establish a strong base for the brand and increase the efficiency of the sales
and evolve in the branding. Branding with the global face can help in increased opportunities of
the sales adding up the brand value to the organization like coca cola and Tesco. There are
different processes and methods are used by the organization to take their business to the
international level. These processes are mainly used by the companies to expand their business in
the other country. These processes are- Partnership, Joint venture, Franchise, business
acquisition and business take over. These processes are most common in the process of
globalisation. For the Tesco PLC the best way for globalization is partnership with local vendor
for better understanding of local market. By this process company can maintain effectiveness in
new market place.
M1: opportunities and challenges of international marketing
Various challenges which are emerging in the world which relates to the restricted growth and
development opportunities which are described as follow:
 With the emerging culture there are various change in trends with respect to time which
can restricts growth and development.
 Other challenges are the growth due to tariffs and export challenges which restricts
growth of the organization.
Challenges of international marketing:
 Main challenge is to maintain the sites which can help in the development and the
establishment of international trade practice.
 Securing the budget which can help in the development of fair trade practice.
LO2: Evaluation of techniques for the selection of international markets
P3: Criteria and selection process to use while considering international market
International market is the technique which can be used to establish the effect for the
development of the international market which can be used to establish an organization which
can help in the growth of the organization in all the aspects like cultural, political and financially.
There is a systematic process in the selection of the international market. Following steps can be
included which are stated below:
 Identifying international market objectives- marketplace is identified with the help of the
local supporting bodies which can help in the development of strategies to flourish at the

marketplace(Eteokleous, Leonidou and Katsikeas, 2016).
 Parameters for selection- various parameters are set upon which helps in the
development of the business at a newer place which help in maintaining the business and
help in the development of organizations like Tesco and Coca- Cola.
 Preliminary screening- screening is set upon by the organization before the development
of the expanding idea of the organization which can help in the evolution of the
organization at the marketplace.
 Testing of the marketplace- market is tested upon the various ideas which can help in the
development of the product and chances of expansion of the companies such as Tesco
and Coca-Cola.
 Commercial production- commercials are set up on the various parameters so as more
and more of the customer’s attraction is gathered and are set up for the development of
the organizations.
There are different criteria can be selected by the organization to select particular market to gain
success with high marginal profit. The criterion are Growth rate of country;'s economy and
possible risk in the particular market place. This is how company can select particular
marketplace for their operations. A specific process is used by the company to select new market
for business and this process includes steps are- identification of market, selection of
international markets, information collection from the target market, analysis of information,
consideration of economical condition of country and decision making regarding selection of the
market place.
The traditional strategies that are used by organization for globalisation process are are
too much evolute till this time. The processes that are used in the traditional business process are
currently not applicable in the business condition. In current time digital technology is mainly
used by the organization to gain higher efficiency in the target market. The methods of marketing
also has been changes with the evolution of business expansion and globalisation strategy.
P4: Market entry strategies-
Global Marketplace- The marketing that is performed in other countries then the contry of
business origin is known as international market. It is explained as process of adjustment or
marketing strategy of organization in order to adopt the conditions of foreign market.

Local Market- It is known as neighbourhood market where people buy required products and
services. It also can be defined as nearby market in which people purchase products and services
as per their needs.
Marketing strategies mainly depends upon the advertisement campaigns which are useful to
enter the new market with the strategies to capture the marketplace in a rapid approach. It is the
strategy developed which can be used to gain over the trust at the marketplace which can help in
flourishment of business which can acquire the large marketplace and more trusted
customers(Samiee and Chirapanda, 2019.). Various techniques are used to minimize the risk and for
the development of the opportunities like trade practices, market strategies etc.
Advantages:
 Advertisement is an easy marketing strategies which can help in expanding the
customers.
 Advertisements are not difficult to create they boosts up the knowledge and vision of
the buyers.
 For an organization to capture a marketplace there exists a strategy to attract customers
and to evaluate the layout and functioning.
Disadvantages:
 With the advancement of the digital revolution there are many cases in which the trends
change with a short span of time which can affect the performance of the firm.
 Advertisements are hard to work upon which can be used to restricts the advertisement
efforts.
 Many of the advertisements are highly priced, which can be a drawback to many firms.
M2: Market evolution strategies for firms-
Many of the firms strategies are dependent on the advertisements which can help in the
development of strategies. For capturing the market there must be a strategy which can help in
the feasible study of market and developing the strategies which can help in maintaining the
business and achieving the future career goals of the organization (Ibeh, Crick and Etemad, 2019).
P5 Argument global versus local debate-
Local marketing can be defined as approach which is used to promote product at local
areas only. Global marketing is the method to promote business and its products globally.
One of the major difference between global and local marketing is uses of resources. When

firm hast to conduct marketing in local areas then limited resources are required to plan activity
but when it goes to international market then huge financial resources is required. In local
marketing company can coordinate with consumers but it is difficult for the firms to interact with
global consumers face to face hence message in marketing must be clear so that no confusion
takes place among consumers. The global marketing includes promotion, sale of the product at
global level whereas the local marketing include the marketing, sale of goods at local level. Now
more and more business are moving forward for having opportunities and growth so they are
exploring further for gaining their goal and objectives. Through local business company could
gain interest of various consumer towards their product at local level which is at the small
context. In the global market it had wide area and scope of marketing for an company.
M3 Evaluating circumstance which company can adopt global or local approach-
It can be stated that the company must use global marketing so that they can explore their
product and services at global level this can be done effectively through this strategy. There are
many of the various opportunities which are associated with international marketing can be take
over by company for their further success and growth.
P6: Product, price, promotion and distribution approach:
4p’s of marketing are:
Product- In international markets this may contain thinking of several different factors
inclusive of purchaser's cultural backgrounds, faith, shopping for habits and tiers of private
disposable earnings. in lots of instances an employer will need to adapt their product and
advertising blend approach to meet neighbourhood "needs and wants" that can't be modified
(Javalgi and La Toya, 2018). Use of high quality products and packaging strategy will help
company as it will help in meeting quality standards and meeting needs of global consumers.
Price- pricing is difficult as well as thinking of traditional charge concerns which includes
constant and variable expenses, opposition and target agencies (click on right here for similarly
facts approximately advertising blend pricing) a company desires to recollect additional
element together. Use of skimming pricing strategy would be better in international context as
enterprise can easily attract large audience and can make them ready to buy its items.
Place- Distribution in country wide markets together with the United Kingdom will likely
involve items being moved in a sequence from the manufacturer to wholesalers and onto
outlets for customers to buy from. In a distant place market, there may be more parties

concerned due to the fact the products want to be moved round a overseas marketplace.
Company needs to use internet as distribution channel to promote its products and services
globally. This would be better in dealing with direct consumers.
Distribution approach- distribution approach of various companies are in a terms of the various
strategies taken up by the firm which can help in maintaining the distribution facility in the new
market which can bring about the change in the strategy which can help in development of
organization and establishing the marketplace.
Promotion: marketing in international market must be done through social sites, it will help in
realising needs of consumers and serving them products accordingly.
M4: articulation of different market selecting strategy:
Product- fundamental advertising standards tell us that we can promote extra of a product if we
goal to satisfy the desires of our target market.
Price- Pricing on a global scale is a complicated assignment as it may vary place to place.
Place- The location detail of the advertising blend is ready distributing a service or product to
the client, on the right place and at the proper time.
Distribution approach- approaches led by the company to establish a well being of organization
with various approaches.
P7: International Marketing Approaches:
Organisation structure
This is the structure of managing people in organisation which describes line of
communication in business unit.
(Figure 1: Network Organizational Structure: Examples, Definition, Advantages &
Disadvantages, 2018)

Transnational network structure is followed by company to manage operations in
international market. Each department interact with each other and cooperate each other so that
overall goal of firm can be accomplished. One of the main benefit of this structure is that
management becomes more focused and use core competency in best manner.
International marketing approaches
Ethnocentric orientation is the most effective international marketing approach in which
company implements default standards to sell its products in international market,. Companies
gives same products as it is provided in the local area. Benefit of this method is that it reduces
cost of firm as enterprise needs not to make changes in its production process. But drawback of
this method is that it fails to satisfy consumers many times.
Regiocentric orientation is another approach in which economic, culture similarities are
found in international market to meet expectation of buyers. This is helpful for business in
knowing more about requirements of consumers but there is limitation that it is limited to region
only, firm can not satisfy wide range of consumers.
Polycentric approach gives importance of each country’s local area and their needs. This
helps in establishing business in new market successful. But restriction in political boundaries
may create pressure on business.
Multidosmetic Strategy - Companies with a multi-domestic strategy have as aim to meet
the needs and requirements of the local markets worldwide by customizing and tailoring their
products and services extensively. This is beneficial for business as help in satisfying wide range
of consumers. But drawback of this approach is that, they have little pressure on global
integration. Consequently, multi-domestic firms often have a very decentralized and loosely
coupled structure where subsidiaries worldwide are operating relatively autonomously and
independent from the headquarter(Mathews and et.al., 2016).
Global strategies:Global companies are the opposite of multi-domestic companies.
Benefit of this approach is that, companies can offer a standardized product worldwide and have
the goal to maximize efficiencies in order to reduce costs as much as possible. Global companies
are highly centralized and subsidiaries are often very dependent on the HQ. Their main role is to
implement the parent company’s decisions and to act as pipelines of products and strategies. This
model is also known as the hub-and-spoke model.

Transactional strategy: The transnational company has characteristics of both the global
and multi-domestic firm. Its aim is to maximize local responsiveness but also to gain benefits
from global integration. Even though this seems impossible, it is actually perfectly doable when
taking the whole value chain into considerations. The gives benefit to Transnational companies
often try to create economies of scale more upstream in the value chain and are more flexible and
locally adaptive in downstream activities such as marketing and sales. In terms of organizational
design, a transnational company is characterised by an integrated and interdependent network of
subsidiaries all over the world. These subsidiaries have strategic roles and act as centres of
excellence. Due to efficient knowledge and expertise exchange between subsidiaries, the
company, in general, is able to meet both strategic objectives.
Most effective approach is polycentric orientation as it is cost effective because it
enhances chances of generating more revenues.
P8: Ways of accessing competitors and implicating approaches to overcome the effect-
International orientation
This can be defined as approach of business to produce such kinds of products that may
help in satisfying needs of wide range of consumers across the border.
Define home and international orientation
domestic orientation is the way of managing products and services by considering needs
of local market. Whereas international orientation to think beyond culture boundaries and
produce products that may satisfy needs of global consumers.
Comparison
The different organisations perform business with different orientation supported the
characteristic of the operations of their business, their products and following the suitability to
their foreign market and their customers. The numerous orientation is: Ethnocentric or Home
Orientation:
Home orientation International orientation
Ethnocentric orientation Polycentric Geocentric
Ethnocentric orientation
involves expanding domestic
Polycentric: Poly centric
orientation involves the
Geocentric or International
Orientation: In international

products into international
markets to utilise the excess
production within the
domestic market. However,
the primary focus is on the
wants of the local market and
thus they develop business
strategies following the
necessity of the domestic
market. The marketing mix,
also because the production
of products, is completed
following the country
requirements but they get
engaged in international
marketing to undertake to
extra business.
assembly of products
following the wants and
requirements of varied
markets. The business
organisations give the
marketing rights to their
business partners within the
foreign market, to carry out
the marketing operations
independently following that
specific market
orientation, the whole world
is taken under consideration
together market by marketers.
to possess the utmost share of
the earth market, most of the
companies nowadays, are
adopting International
orientation. Thus, to carry out
business operations, these
businesses adopt standardised
marketing strategies.
However, before launching a
product during a specific
market, full analysis of the
requirements and culture is
completed by the marketers
This approaches pays more
attention on same things
between markets
As it makes efforts in
localised market hence cost is
low
This pays attention on
difference between foreign
and home country’s choice
This approach has high
adaptation cost.
This pays attention on global
standards and entire world is
considered as single market.
Company needs to use geocentric approach as it will help in analysing characterised of different
markets and this global outlook will help business in gaining success in international market
This is also beneficial in improving local country management and using resources well
which will help business in gaining success.
..

M5: Market approaches analyzing competitors:
Relationship advertising is a facet of client courting control (CRM) that focuses on client loyalty
and lengthy-time period purchaser engagement as opposed to shorter-term goals like patron
acquisition and character income(Samiee, 2020).
Marketplace research gives groups critical information on customers, competition, and
marketplace. most businesses declare to apprehend the value of this studies due to the fact they
may be using this information to promote their product to their customers. marketplace research
is simply as important for global business
Group of workers who is the most knowledgeable approximately the goal markets. international
advertising views the complete international as one and creates merchandise with the intention to
only require weeks to fit into any local market.
Marketing is the method of building information and communication among the supplier and the
customer. income takes this technique one step further, and may be characterized as the
technique of enjoyable the desires of customers with a excellent services or products,
consummated with the aid of the exchange of money.
CONCLUSION
From the above study it has been summarized that international marketing is best strategy
which can be used by companies to become successful. Many business opportunities which are
created by businesses through global marketing. The company can gain their objective
effectively through this marketing strategy which can influence wide range of consumer towards
company at international level. This is helpful for company to sustain in market for long term
and compete with rivals effectively.

REFERENCES
Books and Journals
Morgan, N.A., Feng, H. and Whitler, K.A., 2018. Marketing capabilities in international
marketing. Journal of International Marketing. 26(1). pp.61-95.
Kotler, P and et.al., 2018. Marketing management: an Asian perspective. Pearson.
Eteokleous, P.P., Leonidou, L.C. and Katsikeas, C.S., 2016. Corporate social responsibility in
international marketing: review, assessment, and future research. International
Marketing Review. 33(4). pp.580-624.
Samiee, S. and Chirapanda, S., 2019. International marketing strategy in emerging-market
exporting firms. Journal of International Marketing. 27(1). pp.20-37.
Ibeh, K., Crick, D. and Etemad, H., 2019. International marketing knowledge and international
entrepreneurship in the contemporary multi speed global economy. International
Marketing Review.
Javalgi, R.G. and La Toya, M.R., 2018. International marketing ethics: A literature review and
research agenda. Journal of Business Ethics. 148(4). pp.703-720.
Mathews, S and et.al., 2016. Internet marketing capabilities and international market
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Samiee, S., 2020. International marketing and the internet: a research overview and the path
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[Online]. Available through <https://advergize.com/business/network-organizational-structure-
examples-definition-advantages-disadvantages/>
forward. International Marketing Review.