International Marketing Principles: Doc

International
Marketing- 02

INTRODUCTION
International marketing is one of most important application of marketing principles that
focus on needs and wants of people who residing across the national boundary or border. It
undertakes the marketing activities in more than one nation. It basically focus on the designing
the marketing mix as per the needs of consumers as per customization in national market. This
report is based on the Kickers which is an well known youth brand created in year 1970 in
France that specialise in producing the footwear and clothing. It bought by the Royer group in
2007. this report is based on the many attributes that focus on the international expansion such as
research while going global, business case and risk association with various methods while going
global to remain always competitive in marketplace. It also includes features of international
marketing with operational considerations while developing the international strategies with
legal implications in more detailed format. At last it includes various factors that an organisation
have to be considered while operate at global level by communicate in market. The role and
importance of technology in international marketing communication and many more.
TASK 1 – Formal brief
Assess the market research requirements for international marketing.
International marketing research is very much important for an organisation while
operating at international market. In context of Kickers that aimed to expand in international
market named as Spain with their existing product range with motive of enlarge business
opportunities (Durkin, McKenna and Cummins, 2012.). International marketing research is
very much crucial for an organisation because environment is rapidly changes and all these
changes work as an both opportunities and challenges. So to grab the opportunities by
eliminating the challenges organisation have to put the right resources with motive of enlarge
business opportunities. In that scenario firm have to conduct research to understand the
behaviour of consumer by understanding their demand to translate their behaviour into strategies.
If an organisation not have the ability to seek the consumers behaviour then they lack behind to
access consumers attention (Halinen, 2012.). International marketing research is obligatory to
develop strategies to position new products by avoiding formulation error and by eliminating the
cultural differences by deliver the right kind of messages to right consumers. With help of it

organisation can take different approaches for geographical differences, language differences and
translations challenges to remain always competitive in marketplace.
Analyse how the business case for international marketing can be justified.
Business case is very much important for an organisation while going or operating at
global level and for initiating the new project into marketplace (Katsikeas And et.al ., 2016). It
is presented in a systematic format or in written document to elaborate each and every thing in
proper way. It is justifiable while expanding in global business environment because the main
attributes of it are the whole summary of the new business about the place, products and many
more. The challenges or goals that they have to achieve by their new project and solution of their
respective concerns. It also includes cost of diversify into new market by reaping important
benefits. It also includes the important benefits after expansion in global market space with
execution time of a project so that desirable goals and objectives should be achieved. In context
of Kickers they prepare business case before operating at global market space so that they can
plan and coordinate each and every important factor before operated at global level so that
uncertainties should be eliminated at maximum level by enlarge business opportunities. So it has
been summarised that business case is very much important for an organisation while
introducing the new project into the market.
Assess the risks which must be considered for international marketing.
For an organisation it is very much important to evaluate various factors while expand in
international market because there are various kinds of risk associated and it is very much
important to eliminate at maximum level (Kaynak and Herbig, 2014.). There are some kinds of
risk factors that associated while expanding in global business environment
Economic risk:
While expanding in foreign market it is very much important to evaluate the finances and
economic viability that helps in taking important decisions regarding expansion in particular
country is proved profitable or not. So in context of Kickers they aimed to expand in Spain that
proved beneficial that are profitable in nature. In that aspect both quantitative and qualitative risk
should be accessed and eliminated by accessing the political risk, structure and economic
performance of a particular nation to get desirable outcomes in positive manner.
Political risk:

Political risk refers to the risk regarding taking decisions within a country that can cause
the unanticipated loss of investors. On other hand economic capabilities refers to paying capacity
of the nation their debts. So it is very much necessary to eliminate that kind of risk factor that
associated at time of global expansion so that important benefits should be reap out.
Evaluate different methods of international marketing.
For an organisation it is important to evaluate the one of best method to enter into new
market by enlarge business opportunities in positive manner and selection of right kind of
method helps in reaching organisational goals and objectives in positive manner (Kaynak, Wong
and Leung, 2013). There are different methods in which direct exporting, licensing, franchising,
partnering up and joint venture with Turnkey projects are very much important while going
global.
Direct exporting:
Direct exporting refers to the selling directly in marketplace without help of any
intermediate. In that context organisation uses a sales program turn towards to represent in
market. With help of these method organisation can be able to get into foreign market by putting
right resources at right place.
Licensing:
Licensing comparatively is an complicated tool while expand in to foreign marketplace.
It is majorly used in North American market that are very rapid in nature for enlarge business
opportunities in positive manner (Lindgreen and et.al ., 2012.). It works in well manner for those
firms that use repeatable business model so that they can enlarge business opportunities in
positive manner. In context of Kickers they can use that model to enter into new market by
evaluating each and every factor before going into new marketplace.
Analyse the way in which financial and pricing issues may affect international operations.
While operate at global marketplace organisation have to face various kinds of financial
and pricing issues that affect on their operations directly. Some issues are as follows:
Currency changes:
For an organisation it is very much necessary to evaluate each and every factor that
directly affect on their business proceedings. Change in currency affect on marketing activities
and their profitability also and it directly impacts on the value of money. In context of Kickers
while they aimed to operate in market of Spain they face issue of change in currency that hinders

self interest of organisation. So match with the same value of money in other nation is very much
difficult task to gain same level of profitability.
International finance:
International finance consist of study related with currency exchange, investments and
various kinds of activities and procedures that affect on their operations. While expand at global
level organisation faces some kinds of issues such as dynamic interest rates (Rosson and Ford,
2016.). The amount of interest that charged by lenders as per the demand of currency to get right
kind of goals and objectives in proper way. In context of Kickers they aimed to expand in
marketplace of Spain so they have to evaluate the interest rates that they can reap benefits out of
it.
TASK 2 – Report
Analyse the features of international markets.
International marketing is a very important international process regarding planning and
execution of plans by pricing, promotion and distribution of ideas and concepts by satisfying
consumers needs and demands. There are some important features of international marketing that
are as follows:
In IM, marketing activities should be carried out across the national border after accessing the
needs and wants of consumers in positive manner. In context of Kickers they aimed to expand in
Foreign marketplace that are Spain. The another main feature that it facilitate exchange in
between firms and consumers of foreign nation by understanding their hidden needs and wants in
proper manner. International marketing decisions should be taken in context of global business
environment after accessing its positive and negative aspects (TÖRNROOS, 2012.). In
international marketing two nations are must and tailor made marketing mix requires for each
and every nation. International marketing is one of most difficult process as in which
organisation have to focus on needs and wants of consumers at large extent by enlarge business
opportunities in positive manner. In that aspect the role is very much broader of trade agencies
that looks very critical in building products and services in other nation. It proved beneficial for
accessing the opportunities in positive manner by eliminating the challenges and threats in
positive manner. With characteristics of modern marketing apply on the international marketing
to remain always competitive in marketplace for giving best in organisational development and
enhancement.

Evaluate the operational considerations that should be taken into account when developing an
international marketing strategy.
For operational considerations organisation have to focus on the major factors that helps
in taking important decisions that are very much important for an organisation. In international
marketing organisation have to firstly conduct the market research in which all major factors
should be properly evaluated to reap out important results in positive manner. It helps to explore
the taste and preferences of consumers with identification of goals and objectives in that as per it
organisational strategies should be framed (Witt, Brooke and Buckley, 2013). With financial
reporting that consisted financial condition of market by evaluating each factor that impact on
organisational works and activities and also helps in taking important decisions. With in major
considerations the change management of organisation should be considered in context of
Kickers they before expanding in global market place give proper education to employees about
major benefits of change in context of both individual as well as organisation to remain always
competitive in marketplace. Legal considerations are also important before going global by
evaluating attributes to get right kinds of outputs so that important results should be reap out.
Analyse the characteristics of an international marketing strategy.
The international marketing strategy possess some characteristics that differentiate from
the national strategy that can be understand by the following attributes that are as follows:
Target audience:
Target market is very much important for an organisation to deliver best goods and
services at ultimate consumers to remain always competitive in marketplace (Desbordes, 2012).
In context of Kickers while expanding into international marketplace they have to select the
broad target audience and accordingly build product that helps to remain competitive in
marketplace.
So in international marketplace the target audience should be more demanding to compensate
consumers demand in positive way.
Awareness:
Awareness is very much important while expanding into international marketplace.
While developing strategies organisation have to put more efforts to give knowledge about
products and services to target audience. In context of Kickers they use various kinds of

promotional tools and techniques to spread awareness regarding products and services for
organisational development.
Unique advantages:
while expand in international marketplace organisation have to put in their products and
services with in their strategies the uniqueness that helps to draw attention of their consumer
base to remain always competitive in marketplace by adopting harmonious works and activities.
Evaluate the legal implications associated with developing and implementing an international
marketing strategy.
For an organisation while building strategies for expansion in international market they
face some kind of legal considerations that affect on their business in adverse manner that are as
follows:
Difference in employment laws:
While expanding in international marketplace they faces some kind of obstacles that
hinders self interest of an organisation to deliver right kind of value to the ultimate consumer
base (Christopher, Payne and Ballantyne, 2013.). Wages and working environment that vary
from country to country as when strategies should be framed organisation have to evaluate the
working environment of a particular organisation so that they minimize risk factor that
associated while implementing strategies. In context of Kickers they consider all major laws and
regulations while building strategies to remain always relevant in marketplace.
Human rights laws:
Human rights are very much important for organisation to build one of most important
part of strategic implication (Buhler and Nufer, 2012. ). The human rights that vary as per the
countries laws and regulations that affect directly on the strategies implementation. So in context
of Kickers they planned each and every attributes in positive way by eliminating the obstacles to
remain always competitive in marketplace. So it is very much important to consider each and
every attribute in positive way to take important decisions.
Choose an organisation you know well or one where you have access to detailed information.
Evaluate the chosen organisation’s international marketing strategy.
To analyse the marketing strategy the chosen organisation for that answer should be
Tesco that are a multinational organisation that expand into the market of Sweden by taking
range of baby wear. Before expanding in international marketplace organisation prepare and

evaluate the PESTEL and SWOT analysis with their current capabilities to take important
decision making by implementing the potential goals and objectives in positive manner. They by
focusing on the differentiation with cost focus marketing strategy that helps in grab large market
share to put right kind of resources at right time to remain always competitive in marketplace.
That will helps to organisation in taking correct strategic decisions in terms of corporate and
international strategies by launching the new product into marketplace by grab important
knowledge and information (Bowie and et.al ., 2016. ). They will also use Ansoff matrix that
helps in building distinctive image to remain always competitive in marketplace. So there
marketing strategy helps in giving direction while expand in another market by identifying goods
and services that are rare in nature . so they in depth analyse the taste and preferences of their
consumers.
TASK 3 – Presentation
CONCLUSION
From the above report it has been summarised that international marketing is very much
important for an organisation to deliver right kind of value to the potential consumers. Before
operating at global market organisation have to plan and coordinate each and every attribute that
helps in elimination of risk factor and contributes towards organisational growth and
enhancement in positive manner. At time of expansion organisation have to build various kinds
of strategies that vary from nation to nation to build products and services as per the consumers
needs and demands.

REFERENCES
Books and journals:
Bowie, D., Buttle, F., Brookes, M. and Mariussen, A., 2016. Hospitality marketing. Routledge.
Buhler, A. and Nufer, G., 2012. Relationship marketing in sports. Routledge.
Christopher, M., Payne, A. and Ballantyne, D., 2013. Relationship marketing. Routledge.
Desbordes, M., 2012. Marketing and Football. Routledge.
Durkin, M., McKenna, S. and Cummins, D., 2012. Emotional connections in higher education
marketing. International Journal of Educational Management. 26(2). pp.153-161.
Halinen, A., 2012. Relationship marketing in professional services: a study of agency-client
dynamics in the advertising sector. Routledge.
Katsikeas, C.S. And et.al ., 2016. Assessing performance outcomes in marketing. Journal of
Marketing. 80(2). pp.1-20.
Kaynak, E. and Herbig, P., 2014. Handbook of cross-cultural marketing. Routledge.
Kaynak, E., Wong, Y.H. and Leung, T., 2013. Guanxi: Relationship marketing in a Chinese
context. Routledge.
Lindgreen, A. and et.al ., 2012. Value in business and industrial marketing: Past, present, and
future. Industrial Marketing Management. 41(1). pp.207-214.
Rosson, P.J. and Ford, I.D., 2016. Stake, conflict and performance in export marketing channels.
In Proceedings of the 1979 Academy of Marketing Science (AMS) Annual
Conference (pp. 66-69). Springer, Cham.
TÖRNROOS, J., 2012. Relations between the concept of distance and international industrial
marketing. Perspectives on International Marketing-Re-Issued (RLE International
Business). 29. p.126.
Witt, S.F., Brooke, M.Z. and Buckley, P.J., 2013. The Management of International Tourism
(RLE Tourism). Routledge.