International Marketing: Scope, Concepts, and Strategies

INTERNATIONAL
MARKEITNG

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
LO 1.................................................................................................................................................3
Scope and key concepts of international marketing....................................................................3
Rationale behind international marketing....................................................................................4
LO 2.................................................................................................................................................5
Key criteria and selection process for identification of correct expansion strategy....................5
Market entry strategies................................................................................................................6
LO 3.................................................................................................................................................8
Global versus local debate...........................................................................................................8
Difference of 4P’s in international marketing.............................................................................9
LO 4...............................................................................................................................................10
Different international marketing approaches...........................................................................10
Home and international orientation, ways to analyse competitors............................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
International marketing refers to the marketing activities that are undertaken while a
company is operating in the international markets or trade (Suroso, 2017). House of Fraser
operates solely in the UK and Ireland despite having a huge popularity of the stores and high
potential as well. The report will identify the different international expansion strategies that can
be adopted by the company and the manner in which the entire process can take place.
MAIN BODY
LO 1
Scope and key concepts of international marketing
The concept that lies behind the international marketing is related to the fact that the
organization engages in trading and business activities at an international level so that the better
exposure can be attained for a company (Poudel and Rimal, 2019). The scope of the international
marketing activity can be analysed as the one where the following aspects are impacted:
 The scope of the international marketing lies in the fact that the overall business and
exposure of a company can increase the access of the business in the international market
and it can also lead to a better interaction and formulation of trade practices between the
countries.
 As the organisations keeps on expanding into more and more countries, the scope of that
organizations also increases and this ultimately creates a better opportunity for the
organisations as a whole. Therefore, the exposure of the company or whichever brands
they are representing also gets affected by the practice of international expansion.
 Facilitating and increasing trade between two countries can also significantly affect the
trade relations of that countries and it can even contribute in increasing the global peace
and reduction in the animosity.
Overall, the scope of the international management helps in analysing that the aspect is
beneficial for both the organisation and for the different companies that are expanding on an
international basis (González and et.al., 2019). For House of Fraser as well, the company has
established a very reputed clothing and retail sector brand but has kept itself limited to UK only
and in some parts of Ireland. The exposure of the international market is a much needed venture
for the company. Increased scope indicates more and better chances at business operation and
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ultimately, thus changing the existing position of the House of Fraser company in the
international retail market.
Rationale behind international marketing
Every company strives to operate and sell its products it he international market as the
quantity and quality of the exposure that the company increases multi fold and the company is
able to generate increased profits at an international level by the increased number of customers
that re attached with the firm. This is the sole reason behind the international marketing that
assists the overall organisation in its growth and expansion. Once company is able to establish
itself successfully, the customer base increases, economies of scale in the entire production
systems can be developed and implemented, the overall revenue generation also increases and
lastly the excess productivity can also be managed effectively. Hence there are multiple reasons
why company should try to go global and expand internationally (Hong and Park, 2018). House
of Fraser can also utilise any of the opportunity thus discussed above behind the exploration in
the international market.
There are a multiple number of ways that can be adopted for the purpose of international
marketing and in order to enter into the trading that takes place between two or more countries:
The imports and exports are one mechanism through which the House of Fraser company can
expand and market themselves in the international marketing. Similarly, the contractual
agreements can be entered into with the companies that are already operating in the international
market. This strategy would not be very beneficial for the company as their name would not be
highlighted much and the company would not be marketed adequately. Joint venture can be used
as a very good technique by the House of Fraser company as they will be able to retain their
original image and brand in the new market and the risk portion is also comparatively much
lower. However, the House of Fraser can even lose their original value due to a joint venture in
the international marketing strategy that they are developing.
All these strategies are basically expansion strategies but the House of Fraser can develop
correct international marketing channels only after adequately analysing the different expansion
options. This will help the company is analysing their own strengths and weaknesses and then
select upon a marketing strategy that will be most rewarding and in accordance with the
expansion options that has been selected upon (TALABPETCH, 2017). The selection of the
correct international expansion and marketing strategy is critical in ensuring that unnecessary
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