This report discusses the scope and key concepts of international marketing, evaluates the opportunities and challenges that marketing internationally presents to Sainsbury, and explores the different market entry strategies with their advantages and disadvantages. It also covers the key criteria and selection process for entering an international market and how the product, price, pricing, and promotional distribution approach differs in a variety of international contexts. The report is based on the BTEC HND in Business course, specifically UNIT 40 – GROUP E, from the Faculty of Business and Management Studies.