Scope and Key Concepts of International Marketing

International
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
P1 Scope and key concepts of international marketing..............................................................4
P2 Rationale for an organisation to market internationally and various routes to market.........5
M1 Opportunities and challenges that marketing internationally presents to an organisation...7
TASK 2............................................................................................................................................7
P3 Key criteria and selection process to use while considering which international market to
enter............................................................................................................................................7
P4 Different market entry strategies including advantages and disadvantages..........................8
M2 Market evaluation criteria, entry strategies and recommendations in context with
organisation.................................................................................................................................9
D1 Critical evaluation of international market that how organisations should consider
marketing strategies for different markets..................................................................................9
TASK 3 & TASK 4 ......................................................................................................................10
Covered in power point presentation........................................................................................10
CONCLUSION.............................................................................................................................10
REFERENCES .............................................................................................................................10

INTRODUCTION
International marketing refers to the performance of all kind of business activities which
is made in order to plan, promote as well as direct all company goods and services on
international basis to earn better profits. The main goal of company is to sell their products in
those countries where there is demand of those products. There are certain ways through which
company can enter in international market like with the use of exports, global web strategy,
licensing and franchising, direct investment as well as joint ventures also. Companies like to
expand their market on international basis because they find a large scale operation and huge
market is available which is not possible while doing marketing across the nation only. The
below report includes concept of international market and routes to market, selection process,
market entry strategies, arguments in both global and local debate, elements of marketing plan. It
also involve different international marketing approaches and comparison of home and
international orientation. The below report is based on Morrisons. It is the fourth largest chain in
UK. The company main products are food and drink, books, clothing, magazines. It was founded
in 1899 by William Morrison and opened their first supermarket in Victoria.
TASK 1
P1 Scope and key concepts of international marketing
International marketing is considered as the method of exchanging all products and
services across borders of nation in order to meet customer demands. It includes various factors
like product, price, different brands and so on. There are two types of marketing which are
domestic and international marketing. While expanding the market on international basis
marketing manager must have the skill of understanding whole environment and how
customers , suppliers think in complete different country. There are certain key concepts while
following the process of doing market internationally and it been explained as below:- Domestic marketing:- It is defined as a type of marketing in which all type of marketing
activities are been targeted in their home country only. When a company achieves growth
in their own sector then they decides to enter new markets, use different technologies but
within their country only. Export marketing:- It is defined as the stage of expanding the market outside the
country. The main objective of this stage of export marketing is to mainly expand their

market size. All products are produced in their country only but are exported outside the
country also. When companies follow the stage of doing export marketing, at their initial
level they don't do much investment.
 International marketing:- Instead of just operating in home country and exporting some
products in other countries now company focuses on entering other countries also and
start doing operations in those countries. While doing international marketing company
change their strategies also and expands manufacturing, production and certain other
activities also.
There are certain other key concepts also with respect to international marketing and it is been
explained as below:- The production concept:- It is defined as the concept of those products that will be
selected by customers which are available at a large scale and are not much expensive.
So, mainly in this concept focus is mainly on increasing the output and then fulfilling all
needs of consumers. The product concept:- It is defined as those products which will be accepted by
consumers are of best quality and has advanced features. The selling concept:- While selling all products promotion is very much necessary
because unless promotion is not done customers will not purchase products. So, it is
defined as the concept in which customers demand certain promotions been done. The marketing concept:- Businesses has to do much marketing efforts in order to attract
customers and be successful. It depends on those efforts only to become better than
competitors.
Scope of international marketing Imports:- It is defined as the concept of bringing products from outside and then it to
customers within the country. It is been analysed that companies use importing in order
to enhance their production line. Exports:- It refers to selling products outside the country in order to earn more profits.
Even if companies has not fully managed products they export semi managed products
also. Contractual agreements:- In terms of contractual agreements they can be into certain
forms like licensing, trademarks and many more. In context with licensing, it means that