International Marketing

Please follow the Assignment Brief for grade Merit. Chosen organisation Wilton Patisserie Task 2 should be presented in Power point presentation

INTERNATIONAL
MARKETING
STRATEGIES

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1Analyse the scope and key concepts of international marketing.......................................3
P2 Rationale for this to market internationally and explain various routes to market the
organisation ..........................................................................................................................4
TASK 2............................................................................................................................................6
P3 Evaluate key criteria and selection process to use while considering international market
for entering ............................................................................................................................6
P4 Explain using examples, different market entry strategies, including advantage and
disadvantages of each.............................................................................................................7
TASK 3............................................................................................................................................9
P5 Provide an overview of the key arguments in the global vs local debate.........................9
P6 Investigate how the product, pricing, promotional and distribution approach differs in a
variety of international contexts...........................................................................................10
TASK 4..........................................................................................................................................11
P7 Explain and analyse the various international marketing approaches which can be adopted
by organisation.....................................................................................................................11
P8 Compare home and international home orientation and ways to assess competitors
outlining the implication of each approach..........................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
This report revolves around method and steps which can be implemented by organisation
in order to expand its business and focusing on reaching out to international market. International
market expansion help organisation in boosting their revenues and it help in maximizing
productivity and profitability of organisation. This report focuses on concept of international
marketing and how international marketing help organisation in gaining market share and
reaching out to more consumers. This report revolves around scope of international marketing in
organisation and how marketing help organisation in expansion of business. This report is based
on organisation Wilton Patisserie, established in Cyprus in 1986 it open their doors to people of
UK and Wilton Patisserie deals in desserts, creams, cakes and savouries. Wilton Patisserie
focuses on providing fresh products to their consumers. This report focuses on scope of
expansion of Wilton Patisserie in international market and what strategies and plan should be
implemented by their manager to achieve their goals and objectives. This report will help in
understanding various approaches of international marketing and how it is beneficial for
organisation. International marketing which is explained as operational activity in expanding its
business to new market. International marketing also help in gaining competitor advantage over
competitor by expanding and it also help organisation in boosting their profits (Amoako and et.
al., 2020).
TASK 1
P1Analyse the scope and key concepts of international marketing
International marketing is explained as the operation and activities related to marketing
and reaching out to consumer of different economic and political background. International
marketing is about expansion of organisation business to foreign market in order to maximize
productivity and profitability of organisation. International marketing help in development of
business and Wilton Patisserie have great scope in reaching out to foreign consumers.
International marketing help in interacting with new people and understanding their need and
wants as it can help Wilton Patisserie in understanding preference of consumer and consumer
satisfaction. Scope of international marketing can be understood in such a way that International
marketing help in laying foundation of peace and prosperity among countries and it leads to
peace among countries (Boso, N., Debrah, Y.A. and Amankwah-Amoah, J., 2018). International

marketing help in reaching out to foreign markets and it can help in reducing risk and cost of
organisation as production in some country is effective and international marketing also help in
increasing opportunities for expansion of business in foreign market. International market have
wide scope in market which includes several points such as:
International market provide various opportunities
International market help in expansion of business and it helps in reaching out to different
consumer which help in gaining market share and it also help in boosting revenues of
organisation. Expansion of product in foreign market help in reducing cost of operations as it is
possible that resources in different market have different prices (Ducange, Pecori and Mezzina,
2018).
Export and Import
International marketing help in setting the business in new environment and it also help in
production and manufacturing of products and services into different markets. Export and import
by organisation also contributes in development of economy.
Joint ventures
Joint ventures is explained as agreement between two organisation in order to boost their profits
and it also help in reaching out to new consumers. Joint venture is considered as type of
partnership in which both partner organisation can use their resources for expansion and joint
ventures also help in setting their business in new market and focuses on growth of organisation
in long-term scenario and it also help in achieving common goals and objectives.
P2 Rationale for this to market internationally and explain various routes to market the
organisation
International marketing is explained as marketing of product and services in foreign
market in order to expand business and expansion of business help in boosting revenues of
organisation. International marketing help in attracting and engaging new consumers with
organisation. International marketing contributes in long-term growth of organisation. Wilton
Patisserie which is looking to expand their business in foreign market in order to maximize
productivity and profitability of organisation. International marketing effectiveness depends on
effective planning of strategies and effective implementation of these strategies (Ewah and
Osang, 2018). Wilton patisserie have to focus on formulating strategies by carefully analysing
market trends and current scenario of market in which Wilton wants to launch its products and

services. Wilton Patisserie which deals in products such as cakes, desserts etc. have great scope
in entering foreign market and their quality products can help them in achieving desired goals
and objectives.
Different routes for expansion of business internationally
There are various routes which can be utilised by Wilton Patisserie to expand their business and
some of the routes to enter international market are mentioned below:
Licensing
Licensing is explained as the process where an organisation delivers right of selling of products
and services to other company in order to enter into new market. Wilton Patisserie can use this to
expand their business into new market and engage new consumer with organisation. Licensing
involves obtaining permission from a company to sell its product in defined foreign market
scenario.
Direct Exporting
Directing exporting is explained as process where an organisation directly sell their products to
consumers by exporting it into foreign market. Wilton Patisserie can use this method to launch
their product into new market (Ghosh, 2017).
Franchising
It is explained as method in which products and services are launched into several foreign
markets under organisation name. This method can be utilised by Wilton Patisserie to setup their
business in new market.
Partnering
Partnering is explained as process in which organisation make partnership with other
organisation as it help in entering into new market. Partnership is possible when both
organisation share similar goals and objectives.
Joint Venture
Joint Venture is explained as agreement or contract among two organisation to expand business
into new market and to achieve goal of expansion and launching new products into new market.
Wilton Patisserie can use Partnering and Joint Venture as effective strategies for expansion of
business as it can help in sharing resources with each other. It also help in maximising
productivity and profitability of organisation (Jain, 2018).

TASK 2
P3 Evaluate key criteria and selection process to use while considering international market for
entering
Planning plays vital role for every organisation before entering into new market as
planning includes effective utilisation of resources, analysis of current market scenario etc.
Planning help in developing appropriate plan and strategies which can be implemented by
organisation during expansion of business and entering into new market. There are different
strategies which can be utilised by Wilton Patisserie before entering into foreign market are
mentioned below:
International marketing objectives
This is explained as the objectives framed by Wilton Patisserie managers before launching their
products and services into foreign market as it help in implementing appropriate strategies to
achieve desired goals and objectives (Mahdiraji and et. al., 2019).
Selection
In this stage organisation analyses market which suitable for organisation to launch its products
and services. It helps in evaluating market trend which can assist organisation in its business
operations.
Screening
In this stage evaluation and screening of market is involved and in this stage managers focuses
on eliminating markets which are not suitable for expansion of business. Screening help in
choosing best market for expansion of business.
Short-listing
After successful screening of market managers focuses on short-listing option of market for
expansion of business which can be utilised by organisation. In this stage organisation chooses
the option which is best for business and have potential to help organisation in achieving their
goals and objectives.
Test Marketing
In this stage organisation test its product by launching it into market as it help organisation in
understanding preference of consumer and organisation can design their products according to
need of consumers (Naeej Haghighi and Salarian, 2018).
Production

In this stage production of product is started by organisation and launched into the market. This
stage involves product mix of organisation.
P4 Explain using examples, different market entry strategies, including advantage and
disadvantages of each
Market entry is explained as process of organisation entering into foreign market in order
to boost revenues of organisation and it also help in maximising productivity and profitability of
organisation. Market entry is related with launching products and services in new market with
objective to engage new consumer with organisation. There are different market strategy which
can be used by Wilton Patisserie to enter into new market which are mentioned below:
Joint venture
Joint venture is explained as process of partnering with organisation which already exists in
foreign market and it help organisation in launching its products and services in foreign market.
It can help Wilton Patisserie in expanding their business and building partnership with potential
organisation that share common goals and objectives (Paul and Mas, 2020).
Advantages
 It will help Wilton Patisserie in understanding need and wants of consumers and help in
setting business effectively and efficiently.
 It will help Wilton Patisserie in accessing new markets and implementing new
distribution network in market.
 It also help in reducing risk because risk can be shared by both organisation and it help in
reducing cost of operations and production.
 It helps in accessing new resources in foreign market.
Disadvantages
 Wilton Patisserie have to face problems related with flexibility and it sometimes raises
conflict among two organisation.
 Sometimes objectives are not clear.
 Communication become ineffective between partners.
 Sometimes level of expertise and investment doesn't match of organisation. Work and resources have not distributed equally among partner organisation (Paul,
2019).
Buying organisation

It is explained as process when organisation starts to provide product which already exists in
market and this is possible by buying organisation which have potential of boosting profits.
Advantages
 Organisation have to implement effective strategies in order to maintain its status in
market and it help in maintaining and gaining market share.
 Help in maintaining cash flow of organisation.
 Help in boosting financial of organisation.
 Help in acquiring existing consumers and contacts.
Disadvantages
 Organisation may face competition against new players in market and may face some
issues related to price and quality of product.
 Business might need major changes and improvement in term of resources and
equipment.
 Need large amount of budget to improve operations and production (Rajagopal and
Davila, 2020).
 Increase in competition can affect growth of organisation in long-term scenario. Need lot of investment to boost organisation development.
Exporting directly in market
It is explained as process when organisation directly exports its product into foreign market and
help in expanding product. It help in reaching out to consumer which is interested in particular
product of organisation. In this organisation is responsible for market research, logistics etc.
Advantages
 Direct export help in effective expansion of organisation and it also help in reducing cost
incurred in expansion.
 Direct exporting help in boosting profits as it eliminates intermediaries.
 Help in knowing consumer and identifying their need and preference.
 Help in getting feedback from consumer and feedback help in analysing performance of
products.
 Help in understanding market scenario and give better understanding of marketplace
(Rana and et. al., 2020).
Disadvantages

 This strategy sometime considered as ineffective due to low performance of products or
when consumers are not satisfied with product mix of organisation.
 It needs more time, energy, and money to invest in this method.
 This method needs more power to attract consumer base in order to make profits.
 Handle all the logistics involved in this process.
TASK 3
P5 Provide an overview of the key arguments in the global vs local debate
Every organisation focuses on boosting their revenues and maximize their productivity
and profitability and this is only possible by expansion of organisation business in foreign
market. Expansion help in reaching out to new consumer and engaging new consumer with
products and services of organisation. International marketing help in spreading awareness about
products and service among consumer of new market. Expansion become effective when
organisation satisfy need of consumer by providing them appropriate products and services.
Business organisation focuses on operating their business at global level which help in gaining
market share. In local market, there are less opportunities for expansion and for revenues.
International market gives exposure to organisation in reaching out to consumer and it also help
in encouraging organisation to develop their products and service according to need and wants of
consumer. Organisation focuses on first establishing its business into domestic market and then
expanding it into international market. Wilton Patisserie which is looking to expand their
business in international market have to formulate effective strategies to make its place in global
market. Wilton Patisserie have to face fierce competition from organisation which are already
established in global market and in order to gain competitor advantage over their competitors
Wilton Patisserie have to carefully analyse the current scenario of market and their competitor
strategies. There are several key factors in global vs local in this argument first point which
arises is about consumers (Rao-Nicholson and Khan, 2017).
In local market there are limited consumer for Wilton Patisserie to target but in global
market there are large number of consumer which can be targetted by Wilton Patisserie and it
can help organisation in expanding their consumer base. Expanding business in global market
help in boosting revenues and it can help Wilton Patisserie in maximizing its productivity and its
performance. Business at global level can help Wilton Patisserie in developing effective

consumer base for organisation because in local market there are limited number of consumers to
target. This part of report help in understanding that there are less opportunities for Wilton
Patisserie in domestic in comparison to global market. Expansion will help Wilton Patisserie in
reaching out to new consumer which will help in boosting their profits and productivity (Rezaee,
2017).
P6 Investigate how the product, pricing, promotional and distribution approach differs in a
variety of international contexts
Organisation which focuses on expanding their business have to analyse several factors
such as need of product, price of product, marketing of product etc. These factor help
organisation in understanding need and wants of product and develop appropriate strategies and
plans for their organisation. There are several point which can be included in this by using
marketing mix which includes product, price, place and promotion. Wilton Patisserie can utilise
marketing mix as a tool to determine need of consumer and it can help Wilton Patisserie in
determining price of products. Marketing mix help organisation in implementing effective
marketing strategies. Importance of product, price, place and promotion is mentioned below:
Product
There are wide range of products and services at global level and there are lot of choices for
consumer to choose products. Wilton Patisserie have to make sure that their product should be
unique and it should satisfy need and wants of consumer. In order to attract consumer towards
their products Wilton Patisserie have to focus on providing quality products to its consumer
which can help in boosting their revenues and engaging new consumer with organisation.
Price
This is defined as the strategy used by organisation which is related to pricing of product.
Organisation focuses on providing quality products at affordable prices which can help in
retaining and engaging consumers with their product and services. Wilton Patisserie managers
have to focus on maintaining the prices which are affordable to their consumers and organisation
have to make sure that their products should provide satisfaction to consumers according to their
price tag (Rezvani, Ghahramani and Haddadi, 2017).
Place
This is defined as location at which organisation should do its business. Wilton Patisserie have to
make sure that their stores or outlets should be at location which is easily accessible by

consumers. Wilton Patisserie managers have to make sure that their product are easily available
for their consumers.
Promotion
This is defined as marketing and promotion of products among consumer to gain market share.
Wilton Patisserie managers have to focus on developing and implementing appropriate plan and
strategies for promoting their products. Promotion of products help organisation in boosting its
revenues and make its place in foreign market (Slootweg and Rowson, 2018).
TASK 4
P7 Explain and analyse the various international marketing approaches which can be adopted by
organisation
There are various marketing approaches which can be used and implemented by
organisation in order to sustain market and marketing approaches help organisation in setting
their business in foreign market. There are several marketing approaches which can be used by
Wilton Patisserie which are mentioned below:
Ethnocentric approach
Ethnocentric approach is explained as the process in which organisation focuses on hiring
talented employees for organisation while expanding its business in foreign market. In this
approach organisation believes that talented and skilled employees should be hired which can
contribute effectively in foreign market. Wilton Patisserie can hire talented employee which can
contribute in growth of organisation.
Geocentric approach
This is explained as the approach in which objective is to hire skilled employees for organisation
that can work effectively within organisation. Organisation focuses on communicating mission
and vision of organisation which can help organisation in achieving its goals and objectives. This
approach is focused on hiring right employees for organisation (Spivakovskyy and et. al., 2018).
Polycentric approach
This approach is related with hiring employees which belongs to different culture and
environment as it help in understanding employees and help in creating suitable work
environment for employees which belongs to different culture and environment.
Regocentric approach

This approach is related to international marketing which is explained as hiring managers and
employees for organisation which have better understanding of domestic organisation and
international organisation. This approach helps in hiring employees which can effectively
manage operations of organisation and can contribute in effective and efficient work process
(Watson and et. al., 2018).
P8 Compare home and international home orientation and ways to assess competitors outlining
the implication of each approach
Organisation expansion of business depends on several factors and in order to implement
effective strategies for expansion organisation have to consider all major factors which can affect
organisation working. Every organisation expansion depends on its success in domestic market
as organisation looks to expand their business in order to boost their profits and capture market
share. Wilton Patisserie when operates in domestic market have to understand market trends and
analyse the need and preference of consumers. Wilton Patisserie have to follow all rules and
regulations associated with domestic market and focuses on providing products according to
their need. In context of international market, organisation have to understand market trend of
foreign market and implementing appropriate strategies and plans for their consumers. Wilton
Patisserie have to understand need and preference of consumer of foreign market and develop
product according to their need and preferences. Wilton Patisserie have to analyse current market
trends and analyse the external factors which can affect the business of organisation. Wilton
Patisserie which deals in cakes, desserts have to understand taste and preference of consumers
and make their product according to their need. It help in satisfying their consumer and also help
in engaging new consumer with organisation.
Expansion of business depends on effective and efficient business operations as well as
marketing approaches. Effective marketing of products help in attracting new consumer and help
organisation in achieving desired goals and objectives.
CONCLUSION
This report concludes about importance of international marketing in an organisation.
Organisation focuses on reaching out to new consumer and engaging new consumers with

organisation by the help of expansion of business in foreign market. Expansion of business help
in boosting revenues of organisation and maximizes productivity and profitability of
organisation. This report concludes about Wilton patisserie expansion and what points
organisation have to consider before setting its business in foreign market. This report help in
understanding different points which can help organisation in implementing effective marketing
strategies and help in reaching out to new consumers.
REFERENCES
Books and Journals

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