International Market Entry Strategies and Performance

This assignment reviews various studies on international market entry strategies and their impact on performance. It covers topics such as market selection and segmentation, economic and normative signals in prosocial crowdfunding, and the role of cultural differences in product evaluations. The assignment also discusses the importance of marketing research in choosing promotional message content for domestic organic products and the impact of home government support on market entry strategies. Additionally, it explores international marketing mix and the evaluation process for entering global markets.

INTERNATIONAL MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
P1. Analysing scope and key concepts of international marketing.............................................3
P2. Explaining the rational and different routes through which company can enter the
international market....................................................................................................................4
P3. Evaluate the key criteria and selection process to use when
considering which international market to enter........................................................................6
P4. Explaining different market entry strategies, including their advantages and
disadvantages..............................................................................................................................7
P5. Presenting an overview of the key arguments in the global
versus local debate.....................................................................................................................9
P6. Investigate how the marketing mix
differs in a variety of
international contexts................................................................................................................10
P7 Description on the various international marketing approaches..........................................11
P8 Description on home and international orientation and ways to access the competitors. ...12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
International marketing is the process of planning and executing the conception, pricing,
promotion, and distribution of ideas, and services to create exchange that satisfy individual and
organisational objectives. International marketing helps a company in expanding its business
operations in global level that will help in increasing its revenue and profitability. The present
report is based on Morrison supermarket plc which is planning to expand its business on the
global level. The present report will help in understanding the international marketing and its
difference from local marketing. Further, the report will discuss the rational for international
marketing and different routes to enter a new market. The report will explain different selection
process to consider the market to enter. Furthermore, the report will discuss different marketing
strategies. The report will also include a debate of global and local marketing. Later on, different
marketing approaches are also discuss. The report will also discuss a comparison of local and
international orientation and different ways by different approaches.
P1. Analysing scope and key concepts of international marketing
International marketing is replicated as global marketing which has gained huge scope in
the present scenario. With absence of international marketing, no company would be able to have
marketing plan. The scope of international marketing is in huge aspect such as:
 Import: The products could be imported for a brand which operates in similar aspect
with context to whole organization. The business purchase products which could resale to
its base of potential customer which have gathered lot of hard work and gone through
tough time. On the contrary, various organization takes help through import with its own
advantage along with improving and creating production line.
 Export: It is similar with context of concept for any specific brand as country. Usually,
organization export their final products in global markets in other franchises which are
not near to market and products could not be sold to particular localities for producing
huge revenues. It provides extra boost for treasury of brand.
 Contractual agreements: In case businesses moves forward to global level, then its
scope for exposing internal marketing has high possibility of more business. The
contractual agreements could be in form of licensing along with co-production with
reference to technical assistance. Licensing includes different agreements in form of

patent, trademark along brand name and secret for organization which are allowed for
applicable fee payment.
 Joint venturing: This is replicated as combination of association of two brands with
reference to reasonable duration. The profit, losses and investment are priorly decided in
form of both duration and value as well. It provides various benefits to organisation for
entering in joint venture as it raises international marketing's scope with outcome of
barrier in foreign market as new entrant.
 Strategic alliances: It helps in gaining competitive advantage for long term over its
competitors as it is very difficult task. It performs as concept and capability for increment
of innovation flow and boosts flexibility for creating responses back to market.
 Contract manufacturing: This tactic is used in huge aspect as it helps in decreasing
production cost for organization who has duty of assembling the products. The other
business entity through which contract is made and helps in assembling product along
with product marketing. This is replicated as contract manufacturing as this process
segregate 50% proportion to both risk and price for encouraging to easy exit at similar
duration.
 Fully Owned manufacturing: On basis of huge level of engagement in foreign soils,
business entity could owe fully owned manufacturing in specific country. The business
could use various facilities for selling products in country and to export to nations which
are nearby. It is international marketing scope which is involved in play about
organization's best interest for full control of both promotion and production with
reference to target markets. In this aspect, organization sets its own facilities for
assembling and creating product. It operates brand for long term interest instead of
pursuing goals of short term (Scope of International marketing, 2018).
P2. Explaining the rational and different routes through which company can enter the
international market.
In order to expand the company's business, its important to take business in international
market. With the change in the business environment, many company's realizes the needs to get
involved in international market. It will not only help in globalized their market, but also help to
increase the revenue as well as the customer base of the market. Following are the reasons,

which will help in understanding the rationale of expanding the business of Morrison plc in
international market:
 International market will helps the Morrison plc to open the gates for different
opportunities and revenue streams. Morrison plc is a successful retail marketers
nationally (Clarysse, Bruneel and Wright, 2011). They should start their operations
globally in order to increase the revenue and improving the profit margins of the
company.
 In order to improve and increase the profit margin, the Morrison plc needs to increase the
sales of the company. As Morrison is a successful in attracting the customer
domestically, for the expansion and increasing in the revenue it would requires to
increase its customer base. By entering in global market, the company can increase the
sales by attracting more customer on the global basis.
 The domestic market are growing slowly, company are having no scope for the expansion
in the domestic market (Shenkar, Luo and Chi, 2014). Taking the business operation in
the global platform in order to achieve expansion of their business operations.
Morrison plc have different options through which it can enter into the global market for the
purpose of expansion of its business operations. Following are the routes for entering in global
market:
Internet:
It is a new channel for Morrison which are very helpful in innovative of expanding the
business globally (Gillespie and Riddle, 2015). E-marketing approaches can help the company to
promote its business operations and product on the global level in order to attract new customers.
Exporting:
It is the basic way of entering in the global market. Morrison plc can enter in global
market by exporting its food products to other nations. Morrison can export its product to another
country, which are operating in the same business.
Joint ventures:

It is an equity based mode of entry, a new company will be formed in another company in
a partnership with the Morrison plc owing a proportion of the profit of new business. It is an
important way as it helps to access the new distribution channel and entering in the global market
(Ways for Companies to Enter the Global Market , 2018). Morrison plc in order to open a
business in new country will need a local operator of that country.
P3. Evaluate the key criteria and selection process to use when
considering which international market to enter.
Before making a plan to enter a new international market for business operation. It is
important for Morrison plc to evaluate proper selection process which will help in identify which
market should enter. Marker selection is a crucial decisions which can impact the strategy of
Morrison plc to enter in international market. market selection is one of the most important
decision in international marketing. There are various factors which would increase a processes
selection process to enter a market (Cooper and Kleinschmidt, 2011). The five steps which
includes in the selection procerss of marker enter are:
Illustration 1: international market selection process
Source: The International Market Entry Evaluation Process ,
2018

 Country Identification: It is one of the critical stage for the identification of the
accurate country for the expansion of the business. It requires the identification of new
market on the basis of many criteria which includes potential customers, the need of
product in the country, the competitors in the country's domestic market etc. Morrison plc
should evaluate various similarities between the domestic and the UK market. Preliminary Screening: In this stage, the company can rank different countries based on
the macro economic factors such their currency rates, level of domestic consumptions,
the government laws and policies like trade barriers, tariff rates etc (Papadopoulos and
Martín Martín, 2011). This stage also includes the elimination of the country that are
identifies in previous stage. Morrison will take into account only those country which
will cost less for the entry in the country's market. In-Depth Screening: The countries that are chosen in the stage 2 will be considered for
market entry. In this stage the detailed information on the target market will be identified
so as to make accurate decisions for the target market (Gaston-Breton and Martín Martín,
2011). In this step, Morrison plc will make strategies to deal with the micro factors of the
countries that can affect the market entry. An analysis would be make on the basis of
marketing mix, competitive advantage etc. Final selection: In this process, the short-listed nations will be decided. The managers of
Morrison plc will market strategies on the basis of thee market analysis. The manager can
also evaluate the other companies that have entered and analyse their operations and
strategies for final ranking will be done for more focused criteria.
 Direct experience: it is the final stage of marketing selection process. The company's
manager or the representative will visit the nation to experience the nation's culture and
working practices of that country (Czinkota and Ronkainen, 2013). The stage drive the
marketing manager or representative to gather all the necessary data about the target
market.

P4. Explaining different market entry strategies, including their advantages and disadvantages.
In order to expand the organisation, company enters in new market for globalizing their
company. Morrison should consider various market entry strategies to enter its business
operation in international market. Market entry strategies is a method if entering the new market.
Their are various strategies which Morrison plc should consider according to their business
operations (Holtbrügge and Berning, 2018). There are numerous factors which will influence the
choice of market entry strategies. For this the benefits and drawbacks of each strategy needs to
be analysed by Morrison plc.
Licensing: It is an agreement where, a firm transfer the right to use of its products and services
to another firm. It is an useful strategy if Morrison plc is giving license to the company which
have comparatively larger market in the market it e wants to enter.
Advantages of licensing:
 In this strategy, Morrison plc will not requires a capital to enter in a market. The other
company will be responsible for manufacturing, promoting and selling the company's
product.
 It will help in opening the door to enter a new market easily. Morrison plc would be able
to access markets that are closed to imports and are associated with international
expansion.
Disadvantage of licensing patents:
 The company taking license can become competitor by increasing its sales and revenue
in domestic market in comparison to the royalty provided by the licensee (Watson IV and
et.al., 2018).
 Morrison will need to maintain its relationship with the licensee firm to reduce the risk of
conflict.
Partnership:
It is almost necessary for a company while entering in a foreign market. Partnership may
be of various types, co-marketing arrangement to a sophisticated strategic alliance for
manufacturing. It is an useful strategy in the market which are socially and in business activities
different, it will allows the local market knowledge and contact.

Buying a company:
In some markets, it is an effective strategy to buy the excising company. It can be
because the company can have adequate market share, many competitors, or government
regulations because of which it can be only potential option left to enter a new market. It will
help the Morrison plc to become a local company and will get the knowledge of local market
easily (Basu, 2017). It is the costly strategy to buy a new company in the target market.
P5. Presenting an overview of the key arguments in the global versus local debate.
Global marketing is the process of planning, producing, placing and promoting the
business products and services in the worldwide market (De Mooij, 2018). It is a process which
helps in forming an idea and helps in conveying the products and services globally. Following
are the benefit and drawbacks of expansion of business globally to Morrison plc. :
Advantages Disadvantages
 Global marketing will help in targeting
new community in the world and will
help in attracting more customer.
 It assist in enhancing the innovation
which helps in taking business to a new
level at a global platform (Burns, Bush
and Sinha, 2014).
 The main advantage of global
marketing that it will help in increasing
the revenue of the company.
 It will be difficult for the company in
identifying the target market to enter.
 There also a time investment involved
with marketing that keeps increasing
with the increasing in the target market.
 Different countries have different laws
and standard that the company has to
face. It comes up as a challenge for
company.
A company that is operating its business within the country's boarder are domestic
company. Its operations and marketing are limit to the boarder of the country. There are various
advantage as well as disadvantage for Morrison plc to operate in local marketing.
Advantages Disadvantages
 The main advantage of local marketing  The scope of growth is limited in local

is the awareness of the target market,
its potential customer.
 There will be no trade barriers and
other regulation from government
(Salai, Sudarević and Pupovac, 2018).
 The company can easily identified and
analyse the current trend and changing
preferences of customer in market.
market.
 There ill be limited growth in the
revenue and profit margin of the
company while operating within the
local borders.
P6. Investigate how the marketing mix differs in a variety of international contexts.
Illustration 2: International marketing mix
Source: (International Marketing Mix ,2018)

While launching the product into international market, the company has to analyse the marketing
mix so that they can understand the market requirement they are going to operate. Morrison plc
should analyse the marketing mix tool for different international markets.
International marketing mix: Product
While selling more products internationally, different factors have to be considered
including customer,s cultural backgrounds, buying habits and level of income. Morrison plc
should need to adopt their product and marketing mix strategies so as to meet the local customer
needs and preferences (International Marketing Mix ,2018). The global marketers must be
flexible enough to modify the products to adapt to the legal , economical, political needs of the
customer.
International marketing mix: Price
Pricing plays an important role when a company decided to expand its businesses on a
global level. Morrison plc should adopt different pricing policies due to competition in
international market. There are some factors that drives the price of the product. They are,
company's cost and profit margin, customer preferences, customer price segmentation,
competition and their market structure.
International marketing mix: Promotion
Promotion is an important factors while entering in completely new market. Morrison plc
should choose different promotion strategies on the basis of advertising and culture.
International marketing mix: Place
The place element of the marketing mix is about distributing a product or service to the
customer, at the right place and at the right time. Distribution in national markets such as the
United Kingdom will probably involve goods being moved in a chain from the manufacturer to
wholesalers and onto retailers for consumers to buy from.

P7 Description on the various international marketing approaches.
The internation marketing is the kind of principal that works as to satisfy the various need
and wants of the different people residing across the national boarders (Olson and et.al., 2018).
The concept of international marketing can be termed out as global marketing. The international
marketing is based on the extension of firms local marketing strategy. Therefore, it can be called
as global marketing. Thus, it is inclusive of the factors as are product, place, price and
promotion. In this, there are mainly two approaches as are-
 Centralised approach- In the centralized marketing program, the marketing's team at
headquarters makes most marketing decision. Under it, they work as to plan and execute
effective marketing programs (Song and et.al., 2018). The marketing department is
highly competent and has experience working with the international markets.
Furthermore, focus on developing in house marketing capabilities and scalable processes.
 Decentralised approach- The main focus of decentralised approach is to support and
motivate the local marketing and representatives. In addition to this, it can be said that
representatives can have the use of starting point for localisation and translation. The
main aim in this is to maintain the close working relationship so that things can be done
in the better manner (He, Brouthers and Filatotchev, 2018).
In addition to this, global marketing refers to marketing activities can work as to coordinated
and integrated the multiple country markets. It is multi national process of planning, execution
the conception, pricing, promotion, goods and distribution of ideas and it satisfy the individual in
terms to achieve the organisational objectives. Thus, Morrisons must take various initiative in
order to promote the business activities in the most appropriate manner. Thus, various
approaches to internation marketing has been defined in the following manner as are-
 Direct exporting approach- This term can be derived as selling the products directly into
the market. There are many companies who have established a sales program turn to
agents to represent them in the further market. Thus, Morrisons can also work as to direct
exporting the business activities so that they can perform their role in the well definite
manner.
 Joint ventures approach- The Joint ventures are the particular form of the partnership. In
addition to this, it can be said that the two companies are agree to work in the particular

market. Thus, risk and profits are to be shared in the equal manner. It is another strategy
in terms to entering into the new market. It is the another kind of partnership in which
foreign firms enter into the market. Furthermore, it allows greater economies of scale in
technology, production, information generation and marketing.
P8 Description on home and international orientation and ways to access the competitors.
International marketing orientation is the process of exchange good and services in the
international environment or applying the marketing principles in order to full fill the
organisational objectives in more than one country (Jancenelle, Javalgi and Cavusgil, 2018. ).
Thus, it can be said that globalisation, technological advancement and availability of the internet
all will create an opportunity to enter into the international market in terms to maximize the
profitability and reputation of the enterprise. It is process of identifying the needs of the customer
in the international environment and social culture variations of the particular entry. It is the
process of extending the firm local marketing strategies with the identification of the target
market and implementing the positioning strategies to carry put the business function effectively.
On the other hand, it can be said that there are various types of foreign marketing
approaches and this all depends on the factors as are domestic country, products demand,
contract of foreign environment and these approaches are non active direct foreign marketing. In
addition to this, it has been defined in the following manner as are-
 Ethnocentric- It involves the extension of the domestic products to suitable foreign
markets in terms to excess domestic production (He, Brouthers and Filatotchev, 2018).
Thus, Ethnocentric orientation put their major focus over to satisfy the home country
customers. Thus, Morrison has also adopted the suitability of the home country for the
purpose of creation of extra business.
 Poly-centric- The poly-centric orientation of the international marketing involves
producing differed products to satisfy the customer of differ country (Song and et.al.,
2018).
Regio or Geocentric- The marketers consider the entire world as the single market. IN the
present scenario the companies are adopting this scenario in terms to get the brand image and to
adopt the major share in the market.

CONCLUSION
By summing up the above report, it can be concluded that international marketing is
important for the growth and success of any organisation. International marketing helps a
company in expanding its business operations in global level that will help in increasing its
revenue and profitability. The present report has based on Morrison supermarket plc that are
planning to expand its business internationally. The report will conclude different scope and
concepts of international marketing. The report has discussed different routes available for
company to enter in international market. Further, the criteria and selection process is discussed
which Morrison plc should consider for market to enter. Moreover, different marketing strategies
are evaluated in the report. An argument has been included over the local and global marketing.
Furthermore, different approaches of the international marketing has been concluded. At last.
International and local; market orientation has been discussed with different ways to access the
competitors.

REFERENCES
Books and Journals
Basu, S., 2017. Corporate purpose: Why it matters more than strategy. Routledge.
Burns, A. C., Bush, R. F. and Sinha, N., 2014. Marketing research (Vol. 7). Harlow: Pearson.
Clarysse, B., Bruneel, J. and Wright, M., 2011. Explaining growth paths of young technology‐
based firms: structuring resource portfolios in different competitive
environments. Strategic Entrepreneurship Journal. 5(2). pp.137-157.
Cooper, R. G. and Kleinschmidt, E. J., 2011. New products: The key factors in success.
Marketing Classics Press.
Czinkota, M. R. and Ronkainen, I. A., 2013. International marketing. Cengage Learning.
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Gaston-Breton, C. and Martín Martín, O., 2011. International market selection and
segmentation: a two-stage model. International Marketing Review. 28(3). pp.267-290.
Gillespie, K. and Riddle, L., 2015. Global marketing. Routledge.
He, X., Brouthers, K.D. and Filatotchev, I., 2018. Market orientation and export performance:
the moderation of channel and institutional distance. International Marketing Review.
35(2). pp.258-279.
Holtbrügge, D. and Berning, S. C., 2018. Market entry strategies and performance of Chinese
firms in Germany: The moderating effect of home government support. Management
International Review. 58(1). pp.147-170.
Jancenelle, V.E., Javalgi, R.R.G. and Cavusgil, E., 2018. The role of economic and normative
signals in international prosocial crowdfunding: An illustration using market orientation
and psychological capital. International Business Review. 27(1). pp.208-217.
Olson, E.M and et.al., 2018. The application of human resource management policies within the
marketing organization: The impact on business and marketing strategy
implementation. Industrial Marketing Management. 69. pp.62-73.

Papadopoulos, N. and Martín Martín, O., 2011. International market selection and segmentation:
perspectives and challenges. International Marketing Review. 28(2). pp.132-149.
Salai, S., Sudarević, T. and Pupovac, L., 2018. Marketing research for choosing the promotional
message content for domestic organic products. Economics of Agriculture. 61(2). pp.501-
515.
Shenkar, O., Luo, Y. and Chi, T., 2014. International business. Routledge.
Song, R and et.al., 2018. When marketing strategy meets culture: the role of culture in product
evaluations. Journal of the Academy of Marketing Science. 46(3). pp.384-402.
Watson IV, G. F. and et.al., 2018. International market entry strategies: Relational, digital, and
hybrid approaches. Journal of International Marketing. 26(1). pp.30-60.
Online
Ways for Companies to Enter the Global Market .2018 [Online] Avalialable
Through:<https://smallbusiness.chron.com/ways-companies-enter-global-market-43849.html>
The International Market Entry Evaluation Process . 2018 [Online] Avalialable
Through:<http://www.marketingteacher.com/the-international-market-entry-evaluation-
process/>
International Marketing Mix .2018 [Online] Avalialable
Through:<https://www.learnmarketing.co.uk/internationalmarketingmix.htm>
International Marketing Mix .2018 [Online] Available
Through:<http://www.learnmarketing.net/internationalmarketingmix.htm>