International Business and Marketing Strategies

This assignment provides an overview of international business and marketing strategies, including market entry strategies such as buying a business, joint ventures, and direct exporting. It also explores the advantages and disadvantages of each approach, as well as the biggest challenges of international business. The assignment is suitable for students studying international business or marketing.

International Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Scope and key concepts of international marketing..............................................................1
P2 Various routes to market an organisation could select..........................................................2
M1 Opportunities and challenges marketing internationally present.........................................3
TASK 2............................................................................................................................................4
P3 Key criteria and selection process to use when considering which international market to
enter.............................................................................................................................................4
P4 Different market entry strategies, including the advantages and disadvantages of each.......5
M2 Market evaluation criteria and entry strategies, and make recommendations...................6
D1 critical evaluation of the international market context, including organisational strategies. 6
TASK 3............................................................................................................................................6
P5 Present an overview of the key arguments in the global versus local debate........................6
P6 Investigate how the product, price, pricing and promotional distribution approach.............8
M3 Adaptation of global and local approach with implications.................................................9
M4 Determine and articulate in detail how to adapt the marketing mix.....................................9
D2 Critical evaluation of how the marketing mix is applied to a international marketing mix..9
TASK 4............................................................................................................................................9
P7 Explain and analyse the various international marketing approaches your client
organisation can adapt.................................................................................................................9
P8 Compare home and international orientation and ways to assess competitors with its
implications.................................................................................................................................9
M5 Various marketing approaches and competitor analysis with recommendations.................9
D3 Make recommendations how an organisation show structure at vast level .........................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Globalisation provide a platform for many companies to establish themselves at vast
level. Thus, whenever any business lead to take place at big level, they need to use appropriate
and suitable marketing strategy which facilitate an option to manage and bring out better
productivity. International marketing is a worldwide scale of making product and services
commercialise so that better and effective results lead to derive (Akaka, Vargo and Lusch, 2013).
This project is based on international marketing for Croud Inc Limited whom want to establish
their operations at big level. In this consideration, they want to determine the strategies which
management required to apply on working and operations when start operating at big or vast
level. For this context, report will going to include about marketing contribution to business
strategies. Along with this, it will also reflect about the entry selection of market with key
success factors. Further, elements of marketing plan will also contribute in standardisation
among various market area.
TASK 1
P1 Scope and key concepts of international marketing
International marketing always enable business to establish them at vast level which
facilitate an option to maximise effectiveness and efficiency (Berthon and et. al., 2012).
Marketing is a concept which support in delivery the products and services to target user so that
better and supportive gain become possible. Thus, when a small firm will going to establish them
at big level they need to utilise appropriate marketing concept so that delivery of products as per
demand lead to take place.
Croud is one of a digital marketing agency company that provides a range of services to
each and every users like SEO, content marketing, social advertising and analytical (Croud Inc
Ltd, 2018). Business always try to do something new and focus more and more on innovation.
Although, management concentrate on diverse activities where regular team met up take place so
that whole process get aware about things in a definite frame. They are providing good and better
services to all users as well as focus more on society as well where business perform appropriate
charity with any financial loss. Now business want to expand their activities in USA as well
because they want to expand their operational area. For this aspect they required to understand
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various abbreviation related with IM. Following are the consideration which need to include by
Croud when they lead to establish operations at wide level:
 Import: The first scope of IM is import where firm use to purchase product or service
from other nation country when they emphasis that such availability push them to
accomplish their objectives (The Scope of International Marketing, 2018). Croud is a
marketing agency where they could purchase hardware system from other countries
where they suppose to find it cheap. This import might enable them to achieve their
targets and become one of a leading marketing agency.
 Export: As a service sector company, management doing nothing just deliver their
services. Now, when business start expand their operation in USA as well they export
their services by target clients of other countries as well.
 Joint venturing: For a business another scope which they could gain is joint venture.
Management become more able to deal at market area properly at new world by merging
operations with other. This suppose to get done by Croud through joint venturing of their
operations with some other US based marketing agency which have a command over on
such environment (Cadogan, 2012).
These are several number of options of scope which could be assess by Corud when they
are going to target a new market area USA. Such consideration enable them to do things properly
as well as better supportive gain could become possible in nature.
P2 Various routes to market an organisation could select
Business is a composition of various number of activities which suppose to underpin in
an appropriate manner. International marketing enable business to grow and maximise profit
section so that better supportive targets get accomplish in a define manner. One of a most
obvious reason for going and expanding business is to expand sales. Croud need to understand
the several major reasons which enforce or attract them to become global marketing agency
company.
 Domestic market is small and saturated in nature where chances of raising sales is not so
much possible. Thus, Croud is one of a most ambitious company whom want to
maximise their number of clients around the world and work as a major global media
marketing agency. This evaluate as major reason behind such kind of expansion.
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 Domestic market grow slower rather than international market due to limited area of
operations. Hence, management of Croud also state this section as a major reason behind
the expansion of a company projects (Cavusgil and Cavusgi, 2012).
 Croud is a media marketing agency which also advertise for many association. Thus,
their clients need such association whom have global presence so that their company
would be advertise at vast level where more and more individuals get proper information.
Thus, with these reasons to enter into market world, management need to adopt appropriate and
suitable routes which enable them to market internationally. This section will lead to support
business in order to grow and expand their business operations. Croud need to determine such
routes properly so that effective services lead to delivery to their clients which facilitate an
option to enhance their sales and profit. The various routes to deal at international market world
are define as follow: Strategic alliance: This concept termed also as a joint venture consideration where two
business start operating with each other but in this one is a large company and another
one deal in small considerations with single objective of expansion and enhancement of
profit. CROUD media marketing agency could perform and do the strategic alliances
where they could merge their operations with one large company. But this consideration
is not appropriate for them just because they have to work under some large level
company where all norms and regulations required to followed up. This will result in lack
of effective working as well as control dilution used to take place. Hence, such aspects
need to understand by managers of a company before go with strategic alliance option.
 Email marketing: Another important aspect is online marketing media. This get done
from one place where operations lead to take place in other countries as well. This
marketing approach enable in maximise the operations not only but their profit also tend
to rise with a little investment (Chung, Lu Wang and Huang, 2012). Media marketing
agency like CROUD want to expand themselves at vast level where they should go with
email marketing option. Here, they could promote and enhance their operations in better
manner where they suppose to utilise internet marketing model. Associates used to
promote business via e mails so that most number of individuals could be reach. This
option is better for expansion because no sharing of power used to take place and control
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could be kept in hands of ultimate authority which further assist them in deriving action
as per their own aspect.
Out of these two approaches, online platform is suitable one for Croud where company become
more able to deal with their clients of other countries as well. This enable them to generate more
and more profit with a little investment and not required to joining up their operations with some
other big or small firm of USA.
M1 Opportunities and challenges marketing internationally present
Croud need to determine the opportunities and challenges which a company lead to face
up while start operating at international level. Managers of a company required to understand
and underpin such section properly so that better and effective working could be done. Below are
several challenges and opportunities which usually face by companies (11 Biggest Challenges of
International Business in 2017, 2017):
Opportunities Challenges
USA is a develop country where many
developed brands lead to take place. Thus,
Croud could easily target them which facilitate
them an option to become leading media
marketing company
One of a major challenge which lead to face by
a company is change of foreign rules and
regulations which get modify and change with
every business section. A major thing or
change arrive with this consideration is went
change in their policies as well. This need to
better understand by managers for managing
work and enhancement of effective
consideration.
USA determine as major favourable climate
for operations where chances of generating
revenue is easy (Czinkota and Ronkainen,
2013).
Currency rates are another major problem for a
company while dealing at international level
which also get modify as per the economical
condition of a country. Currency rate get
fluctuate at the time of international market due
to change in working environment and
inflation and depression at market world.
Another opportunity to deal at wider level is A major problem or issue which associated
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that risk taking capacity become high in nature
which enable them to deal at any market area.
with business is political risk as some areas
government are not supportive in nature. At
international level, government working also
take modification which define and term as
major issue or problem in their working of
operations.
TASK 2
P3 Key criteria and selection process to use when considering which international market to
enter
When business wants to enter into any new market area there is a need to identify the best
suited market area where management want to expand their number of operations. International
market evaluation process is not a easy thing and it takes heavy consideration for its analysis.
Thus, business need to analyse all market consideration properly and then start operating
business into area. Croud need to assess and organise appropriate market study so that business
become able to compete at all kind of working options. In this aspect, the international market
entry process get evaluated on the basis of following number of things (:
 Country identification: In this aspect, management need to understand and
underpin the market area where they want to expand their operations. In this a
general overview of market need to determine so that better and effective working
could be done. In this respect developing, under develop and developed
economies need to evaluated. Out of all these Croud selected developed economy
which is USA so that better and appropriate outcome chances get maximise
(Douglal and Samuel Craig, 2011).
 Preliminary screening: In this screening of economy lead to take place where
ranks, number and weight to each and every country lead to take place. In this
stability, exchange rate and all essential factors of macro environment need to
included. Hence, on this stage, business evaluated USA as a best economy aspect
in the world whom made many business to become successful in nature.
 In depth screening: On this third stage, business lead to made in depth screening
where all kind of sections whether it is micro or macro get evaluated properly.
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Local condition and climate change also get included which support to select such
country which could provide better results.
 Final selection: This is a fourth stage where management select such country
which have good interference and goal for working. This will assist them in
deriving best nation or region to start performing operations (Evers, Andersson
and Hannibal, 2012).
 Direct experience: This is a last stage where all individual start organising a
personal experience. Managers need to travel to such nation or regions properly
and evaluate all sections then start operating at define locations.
All these aspects need to adopt by the Croud when they lead to start operating in USA as a major
country selected. This will contribute in selecting such region or area which reflect most
productive section and reflect beneficial gains as well.
P4 Different market entry strategies, including the advantages and disadvantages of each
Market entry strategies are all such kind of techniques which facilitate an option to
business to develop and introduce them at market level. Market entry strategies are planned
methods which facilitate an option and make business enable to deliver goods and services to
target market. Hence, managers need to evaluate all kind of market strategy with their
advantages and disadvantages. Thus, following are several consideration which need to evaluate
Croud properly before making their operations proper with advantages and limitations
9(MARKET ENTRY STRATEGIES, 2018):
Basis Advantages Disadvantages
Direct exporting: This is a
process in which company
facilitate their operations
directly from one place to
another without open up any
office or outlet. It solely get
done through online medium
(Franko, 2017).
In this process high chances of
greater profit get ascertain
through eliminating
middleman.
Less mode of expenses which
enable in generating more and
more profit.
For a small company it is not
possible to do direct exporting
which further define that reach
to client become difficult as
well.
Lots of efforts required to
create a suitable base of users
Joint Venture: This lead to A major advantage of this Objectives become vague in
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take place when two business
organisation start operating
with each other. Joint venture
distribute share of each and
every individual equally which
need to understand in a define
frame.
aspect is that better utilisation
of resources get done which
enable in derive appropriate
outcome.
Chances of risk get divided
among the various individuals
so that better gain become
possible.
nature which enable and
restrict management to operate
freely as things not get
communicate properly.
Another major drawback is the
clash of culture as two or more
business start operating with
each other.
Buying a company: One of a
major market entry strategy is
buying a local market
company so that better and
effective working get done.
This suppose to get done by
target appropriate environment
as well as organisation.
It facilitate in order to create
better plans and procedure so
that combine working get
done.
Buying a company also enable
in take over all major aspects
of another firm which includes
their money as well.
A major drawback is that
might existing organisation
have low staff and low morale
values which impacted overall
working.
Immediate cash requirement
which is not possible as well as
more impact on business
operations.
For Croud Inc. joint venture determine as major aspect for business which enable and
support them to grow and enter into new market area. This enable them to share all kind of risk
and problems with others which further facilitate to bring out new and appropriate innovation
with a course of time (Fletcher and Crawford, 2013).
M2 Market evaluation criteria and entry strategies, and make recommendations
Market evaluation criteria assists the firm in selecting such location which give high
productivity and profits. There are various entry strategies such as direct exporting, buying a
company, joint venture etc. which provides an ability to firm to enter and grow in new market.
There are various advantages and disadvantages associated with it. These strategies facilitates the
firm in bringing out new innovation with a definite period of time. It is recommended that firm
should use the above mentioned entry strategies in order to attain its targets and objectives and
earn higher profits. This will assist the company in attaining growth and sustainability in market
for long period of time.
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D1 critical evaluation of the international market context, including organisational strategies
According to the view point of Griffin and Pustay, 2012, international marketing is a
process to expand or establish business at vast level. Use of marketing concept assists in
delivering goods and services to end users in effective and efficient manner. Organisational
strategies helps in performing operations smoothly and in systematic way. These strategies
assists business enterprise in successful attainment of goals and objectives. By the use of
effective strategy, firm can earn high profit and revenues as well as maintain its position in
market for long term. These strategies supports firm in handling challenges effectively and stay
competitive in market.
TASK 3
P5 Present an overview of the key arguments in the global versus local debate
Every business have their own nature of working which need to understand by business
managers properly. This understanding support in order to enhance working and probability
properly so that better assessment and accomplishment of objectives become possible. Thus,
management need to evaluate the global and local presence of a company properly so that better
and appropriate understanding of such market become possible. At global level, dealing of
business is not easy but profit usually tend to high (Malhotra, 2011). A clear difference between
both these aspects need to understand and assess properly:
Global presence Local presence
At global level, more and more business
opportunities derive just because market
dealing area get expand.
Local area not derive opportunities but chances
of stability is high. As such market area not
underpin so much consideration but there is
low competition which enable and support
sustainability.
New trends and more variety of clients get
underpin which support in making and
managing innovation with a course of time.
Low focus on trends and number of customers
which required to understand properly. But
making of better customers relationship
probabilities are high as every user could deal
with same dignity and respect.
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Scope is usually high where profit generating
capacity of an individual become more. This
assist in deriving best outcome so that
appropriate facilitation of things lead to get
done (Meissner, 2012).
Business not able to generate more profit and
sales as well. But managing goodwill and
reputation at small level is more easy as
compared to global level. Hence, every users
treat and deal with similar dignity and respect
frame.
Become more able to diversify business range
so that absolute target accomplishment become
possible.
Diversification is more easy just because not so
much funding and investment is necessary and
appropriate. Thus, management could provide
more variety of options to all customers.
On the basis of this define table, it clearly get understand for Croud Inc. that they have an
option to evaluate business operations at local or global level. But they want to expand their
number of operations for which Globalisation of activities consider as appropriate one. This will
assist them in providing better return gain which facilitate an option to bring out positive changes
and attribute. Thus, their ability to generate more profit and sales become possible as well.
P6 Investigate how the product, price, pricing and promotional distribution approach
At international market, each and every consideration of business also get vary. This need
to understand and assess properly by business managers so that better and supportive working
could become possible (Paliwoda and Thomas, 2013). Hence, managers of Croud Inc. need to
determine the product, pricing and promotional approach variation at international market as
well so that better and effective working could be done. A basic evaluation of this aspect define
as follow: Product: At international level, dealing in single goods not providing better results but it
is really important to start underpin various new products and services. This enable in
attracting more and more customers so that better and effective working consideration get
assess. Croud Inc. dealing in service of media marketing where they lead to promote
business of their clients. Hence, if they are going to establish at international level, they
might target unrelated diversification process for further growth and development aspect. Pricing: Another approach for a business is related with pricing technique. There is a
need to understand the pricing concept of a company where they could determine suitable
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and appropriate approach. Penetration pricing policy every small firm to enter and
become competitive in nature as well. Croud Inc. will going to adopt this technique into
business so that better and suitable gains lead to determine which further assist and
support to evaluate appropriate considerations (Papadopoulos and Heslop, 2014). Place: Another thing which suppose to consider by managers of Croud Inc. will be place
from where services and goods used to deliver. It is really essential to determine and
identify and determine such location from where products and services would deliver
better. Thus, distribution approach for Croud Inc. stated that they have to made their
locations convenient which get done by opening call centre which facilitate services of 24
* 7.
 Promotional: Another technique which suppose to utilise by managers of Croud Inc.
would be promotional technique. Here, managers have to estimate and consider such
tools and techniques which enable them to attract vast range of individuals. They have to
adopt critical and best promotional techniques in consideration so that they could
maintain services and provide information to target individual in more responsive
manner.
These concepts need to understand by the managers of a company which further reflect and
support an organisation to become differ from others. This will going to contribute best and
better to the company growth which enable in accomplishing objectives properly.
M3 Adaptation of global and local approach with implications
It is important for manager of every organisation to carefully evaluate local and global
presence of business. If the firm operates its business at local level, less opportunities are
available for firm as the market area in which firm supply its goods and services is limited. But if
business is established at global level, company having a lot of opportunities as the dealing area
of market get expand. It provides high scope of growth of business to company and its profit
generating capacity also increase. Adoption of global approach is beneficial for firm as it assists
in getting better return .
When business will going to adopt global approach then its implication will be positive in
nature. Although, globalised approach enable them to deliver and promote themselves at vast
level where chances to attract more and more customer could become possible. This is one of a
most appropriate background and platform for small business association so that they could
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target more individuals as well as better delivery of services could get done. Croud Inc. would go
with this technique in better frame as well as its implication will be positive in nature. With this,
they are going to target more and more individuals which facilitate and enable in defining better
and signified things in frame.
M4 Determine and articulate in detail how to adapt the marketing mix
Marketing mix is adopt and used by the company according to their mission, objectives,
competitors and its pricing policy etc. It is necessary for administrator of firm to use marketing
mix in proper way and adopt pricing strategies as per the prices of their competitor's products.
This will assist the company in earning high profits and sales. Place is also an important factor
which is necessary to be considered by managers. Promotion of product should be done properly
so that all the benefits and value of product can be clearly conveyed to customers.
A business like Croud Inc. could adapt marketing mix in more appropriate manner where
they could define their product properly. They are dealing in service sector industry where each
and every new service required to provide information better to clients. They also have to decide
price of their services while managing operations at globalised level so that efficiency could be
maintain and manage. This will result in attracting more users as well as better competition used
to get provided to each and every single individual in frame. Along with this, they have to decide
place from where products used to get deliver better. This will facilitate in managing things more
define so that vast range of customers could be reach. Thus, with effective consideration and
understanding of customers, business easily adapt marketing mix into working operations.
D2 Critical evaluation of how the marketing mix is applied to a international marketing mix
From the view point of Ringle, Sarstedt and Straub, 2012, application of marketing mix is
beneficial for company in terms of increasing their profits and revenues. This will help in growth
of firm at global level. Marketing mix helps in effective promotion of product and provides
competitive edge to firm in market over its competitors. Marketing mix includes product, price,
place and promotion which all are necessary to be considered by managers.
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TASK 4
P7 Explain and analyse the various international marketing approaches your client organisation
can adapt
In this era, there are two type of marketing approaches that are being used by most of
organisations. Along with this, it is also essential for Croud Inc Limited to locate which concepts
will pull out best results for them. These approaches explained beneath:
Traditional marketing approach:
This type of hypothesis is being used by companies from many years. Another name of
this approach is tried and tested commerce (Terpstra, Foley and Sarathy, 2012). Client can use
this in order to pull out best results these are already proven and has a higher rate of success.
Croud Inc Limited can suggest this type of strategy in order to get positive results in a specific
time frame. There are ample number of promotional tools that can be used by client in order to
enhance sale of their products and services at international level and these are: print
advertisements, such as newsletters, billboards, flyers and newspaper print ads. There are some
other tools as well which are being used by companies to promote their products and services
like television spots or commercials, as well as radio spots advertising.
Some advantages and disadvantages are given beneath:
This type of approach is said to be much more effective in nature and have higher
percentage of success. Along with this, approach is much in danger as new and modified
approaches are coming on a regular basis. This strategy also consists of high cost which may
reduce profit percentage of clients.
Modern marketing approach:
In modern world, most of people all around glove are using technology on daily basis.
Internet has taken place of various tools and techniques that are being used by companies in
previous years. Thus, it became vital for firms to promote their products and services on social
sites. This sounds much kiddish but it is much relevant for firms to promote goods online
(Turnbull and Paliwoda, 2012). This type of approach is said to be much cheaper than any other
because marketing can be done all over world with less amount of investment. Croud Inc
Limited should suggest this approach to their clients. Some social sites that can be used are:
Facebook, YouTube Channels, Instagram and so on in order to do marketing at internationals
level.
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Some advantages and disadvantages are given beneath:
It has been located that it do not need much fund and gather attention of consumers in
huge number. Along with this, this type of approach do not gives surety that customers will get
attracted in an appropriate way. Thus, it is vital for them to make eye catching advertisements,
logos, characters and so on (Wilson and et. al., 2012).
P8 Compare home and international orientation and ways to assess competitors with its
implications
It has been analysed that when a firm looks forward to enhance its business from
domestic level to international level it is mandatory for them to do proper research of
marketplace in order to know about their rivals and what approaches they are using to increase
sale of products and services. For an example: Croud Inc Limited's client is trying to expand its
business in Australia. Therefore, it will become much more difficult for client which was running
its business in totally well known culture. Along with this, client can face risks at a whole new
place because of an unknown culture and market. Marketing approaches can be better used
clients by locating what other are following that grabs attention of people.
In United Kingdom, most of business people uses traditional approach as they have high
rate of success but in Australia, business men uses modern concepts with new and innovative
ideas as it pulls consumers in huge number. Thus, it is vital for clients to first do the research of
what tools and techniques are being used by their rivals and then enter in new market. By this,
they will better come up with good determinations which will help them in growing at whole
new marketplace in a shorter period of time (Yang, Su and Fam, 2012).
Other than this, traditional approaches can also be used by client if they do not get good
results of investigation that has been done by them. Competition can only be given to
competitors if marketing strategies are used in most effective manner. Along with this, it is
important for Croud Inc Limited to give appropriate and relevant data to its client so that they
can pull out better results. Away from this, culture and trends of new place plays vital role
through which client can make any sort of alterations in their products or services if it is
necessary. Continuous research may lead firms to attain their desired goals and objectives in
more effective and efficient ways in both domestic and international marketplace.
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M5 Various marketing approaches and competitor analysis with recommendations
In today's world, there are ample number of approaches that are being used by firms at
both domestic and international level. Along with this, it is mandatory for them to analyse all the
actions that are being done by their rivals. Modern marketing approaches includes various tools
like Marketing Automation Software, Web Platform and so on which can be used by client in
order to improve sales and brand image at a whole new market (Zhou, Wu and Barnes, 2012).
On the basis of product nature and its objective the selection of marketing tool is done. Websites
are developed where effective information is given and by visiting same customers at both home
and global level can be well communicated. Range of social media platforms are also there
through which marketing of a particular product can be done.
D3 Make recommendations how an organisation show structure at vast level
Using innovations while promoting goods and services at marketplace can create much
favourable conditions for clients of Croud Inc Limited. Along with this, multiple diversifications
can also be done by them in order to reduce hamper situations.
Away from this, making an eye catching character can also be used by clients in order to
grab attention of most of people at a whole new area. Lastly, some sort of CSR activities can also
be used by them which will directly improve its brand image at global market.
Organisation will easily grab a good position in a shorter period of time if they will adapt
the best approach of marketing in order to promote goods and services at international market
(Akaka, Vargo and Lusch, 2013). When management creates corporate strategy, they nearly
always begin by analysing the industry or environmental conditions in which they operate. They
then assess the strengths and weaknesses of the players they are up against. With these industry
and competitive analyses in mind, they set out to carve a distinctive strategic position where they
can outperform their rivals by building a competitive advantage. To obtain such advantage, a
company generally chooses either to differentiate itself from the competition for a premium price
or to pursue low costs.
CONCLUSION
It get concluded from the project that international marketing is not a easy thing and it
really required heavy investment to do. For this consideration, business control is must as well as
marketing contribute it best to framing and crafting strategies properly at international level.
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With appropriate action plan all kind of consideration and elements facilitate appropriate growth
and development. Moreover, with effective strategy formulation and success factor business
become able to sustain as well as beneficial approach to enter into selected market area get
evaluated with appropriate articulation. With utilisation of concept of marketing plan better
outcome lead to derive which enable in execution of activities properly.
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